Radio - Comparative Essay (Radio 1 vs Radio X)

Radio X and Radio 1 are radio shows that are drastically different in terms of their audience, advertising and funding.
While the Radio 1 Breakfast show is hosted by Nick Grimshaw, Radio X features hosts such as Chris Moyles, Johnny Vaughan, Gordon Smart, Jack Saunders, Dan O'Connell, Toby Tarrant. They also feature Russell Brand as a comedy broadcaster. Chris Moyles has been argued to be fairly offensive in the past (as well as Russell Brand) however he has a large fan base of adults from other works such as being a previous host on the Radio 1 Breakfast Show. Sometimes Radio X is advertised as the Chris Moyles Show in order to attract these audiences.

Radio X broadcasts playlists and songs such as Foo Fighters, U2, Green Day, Kasabian and Green Day. This is drastically different from the music broadcasted by the Radio 1 Breakfast show which consists of pop artists such as Zayn Malik, Ed Sheeran, Sia and others such as Harry Styles. Radio 1's music will as a result appeal to younger audience's as opposed to Radio X due to the fact that teenagers will be involved with social media and may prefer uplifting music due to the escapism needs.

Radio One has a Public Broadcasting Service, meaning that it broadcasts for the public's needs rather than purely for commercial benefit. It achieves this through its remit, which states that the BBC will 'inform, educate and entertain'. Radio X on the other hand is funded by the commercial aspect, and often represents advertisements that may be considerably stereotypical towards men. For example, "win big with Radio X & Greene King", an advertisement that features a photo of beer. This would typically appeal to men as alcohol is associated with men.

Radio One is funded through a licence and tax, roughly equating to 40p a day for each household. This funding is evidently most effective due to the fact that in one month Radio 1 plays over 3,200 tracks compared to the roughly 200 by capital. This means that Radio 1 are able to reach more audiences through a wider range of music throughout the day, and therefore will be able to appeal to most 15-29 year olds.

Print Media - Big Issue Essay (Representation of Poor) 500 words

70% of print media are politically right-wing, meaning that the mainstream media tend to view the working class as lazy and undeserving, and sometimes even present an 'underclass', those who depend on benefits instead of working. Theorists such as Butsch (1992) claim that the working class are portrayed as flawed individuals. Tabloids such as the Daily Mail create stereotypes of the working class through headlines such as '75% of incapacity claimants are fit to work', implying that the benefit system is cheated by the 'underclass'. This causes readers to feel little sympathy for the working class, and as a result creates the stereotype that they do not deserve to be helped as they are idle and lazy. Like the Daily Express, the Daily Mail tries to appear more upmarket and respectable than the red-top British tabloids though it does sometimes go in for the full front-page picture or headline characteristic of the populist rags. It is also notorious for its frequent harassment of individuals, campaigns of hate directed at various minorities (focusing on Muslims), and willfully deceiving and lying to its readers.

The Big Issue is one of the 30% of left-wing print media, a street newspaper which uses homeless citizens as its vendors, paying them £47.10 a week which is below the minimum earnings threshold of £153 a week (introduced by the DWP in March 2014). It presents the working class in a more positive light compared to other print media, using the Street Cat named Bob as an ambassador for homelessness on issue 1273, and associating with important figures such as Muhammed Yunis in issue 1277. Yunis is known for being a pioneer of the microcredit concept, and the founder of Grameen Bank in Bangladesh. The Big Issue uses the slogan 'a hand up not a handout' which links to Yunis' microcredit concept as it encourages the 'underclass' to work and pay back their loan, until eventually they no longer need to borrow money. Muhammed Yunis believes this method is more successful and useful than charities due to the fact that donations may not encourage someone to become a working citizen, and with loans they have a reason to give back to society. 

While 25% of the Big Issue's vendors are Romanian, red top tabloids such as the Sun are releasing headlines such as 'Draw a red line on immigration or else'. Inside the paper, an editorial demanded action and said Britain was being "overwhelmed" by migrants. The front cover was labelled as xenophobic and caused some controversy due to the sensationalism. 

The Big Issue also represents the working class vastly differently from the broadsheet newspaper 'Guardian', which states that 'Homelessness could spread to middle class, study warns'. Although James Bowen stated on the One Show that homelessness has more than doubled since 2010, the Big Issue uses his success story to present homelessness as something that can be fixed, providing hope for those that are considered to be the 'underclass'. 

Print Media - Big Issue Essay (Money for Good)

The magazine cover uses cover lines in order to represent the poor in a way that reflects the Big Issue's values. For example, the Big Issue helps those in poverty by allowing those on the street to become 'vendors' for the company. This is reflected in the inclusion of Muhammad Yunus, pioneer of the microcredit concept and founder of the Grameen bank in Bangladesh. Yunus believes that microcredits are more beneficial to the poor and begging than charities due to the fact that they work in order to pay back the non-interest loan, eventually paying back all borrowed money and being working citizens. Yunus won a joint nobel peace prize for his actions, which the Big Issue associate with on a large scale. Yunus appears to agree with the Big Issue's slogan 'a hand up not a handout', as he believes micro credits are a more encouraging method and a better alternative to charities (although charities are still a good institution). These views link with theorists such as Butsch (1992) who stated that working class are portrayed as flawed individuals, as the Big Issue clearly tries to tackle this problem within the media by representing the poor through big figures such as Yunus and Paolo Nutini.
As well as this, some other cover lines present the issues with poverty. For example, 'After Brexit, will the poorer be better off?'. Brexit is a British issue which has created moral panic in the media for a lot of people, and therefore the mention of it being positive may appear fairly controversial to certain audiences. However, an article from the Brookings states that it is estimated that Grocery bills will fall by £27 a week while rents also tumble as land values drop. The low-paid will get a £12-a-week wage boost as fewer immigrants compete for jobs. Estimates such as like this support the Big Issue's ethics as it provides hope for those who are struggling and means that it will become easier for the homeless vendors to find proper jobs. However, other studies such as those from CNN believe that the number of children living in poverty in the UK will spike to around 30% over the next five years because of government welfare cuts as a result of Brexit. 
Another cover line, featuring Paolo Nutini, addresses 'urban renewal' in reference to Paisley. Paisley is an area in Scotland that used to be rich,  but has recently found itself to be an urban deprived area. An article from the Independent state that it is suggested that dying early is 20 per cent more likely for those who live in the northern areas of the country.  Schools in northern areas receive less funding that their southern counterparts, while schoolchildren in the north have fallen behind by the age of five. Schools in the south-east are also sending nearly 50 per cent more students to Oxbridge than the national average. Paolo Nutini is arguably the biggest artist from Scotland, and therefore his presence on the Big Issue is important in spreading awareness of the inequality. 

The media language of the front cover presents the issues of money in a positive light, using analogous colours to make it stand out to readers. The main colour used is green, a colour which has connotations with making the world a better place. This relates to the skyline which reads 'the only way is ethics', denoting that the Big Issue want to improve certain issues, particularly related to poverty. The masthead reads 'money for good' and is presented as large, centred and white. This makes it clear to the audience what the topics of the issue are surrounding and therefore relates to its target audience. The use of sanserif font could portray how attitudes towards money and the poor are changing, and how the Big Issue do not have a traditional or conservative mindset on particular issues.

Print Media - Big Issue Essay (Big in Japan)

The media language presented on the front cover of The Big Issue, 'Bob Big in Japan' presents the topic of homelessness in a positive light compared to other newspapers and companies, presenting Bob and his owner James as counter types to homelessness. James Bowen appeared as a guest on the One Show, notifying people of the current issues as it is claimed that the numbers of homeless people have more than doubled since 2010, and 41% say that drugs or are in recovery. The homeless charity known as 'Shelter' represents this issue in a negative way, including images such as sad children with the option to donate. This contrasts greatly with this magazine cover, as it uses Barthes' semantic code to create a saturated background, showing that homelessness can be helped, as homeless people are not all lazy citizens and therefore a counter stereotype to the mainstream media.

The composition creates a formal mode of address due to Bob being placed in the centre, taking up the majority of the cover. Bob being photoshopped to a larger scale, the size of buildings, connotes the idea that he is very important and successful in Japan. The intertextual reference of him being larger than Godzilla represents how Bob has become a celebrity figure, suggesting that he is even more famous than a classic character from a blockbuster film. This may be due to the fact that Japanese culture is known to think very highly of cats, particularly because they are cute and easy to clean as pets. Cats are also revered for giving good luck and other positive results, which links to the representation of a counter type of homelessness in The Big Issue.
High-key lighting is used in order to create a positive mood, implying that this is the effect that Bob has on others. This further creates Bob and his owner a countertype to homelessness, as it would never be expected for a homeless person (who is lazy in the right-wing view) to be a public figure.
The typeface used on the cover suggests further than Bob is important, due to it being the masthead - and therefore the largest and boldest text presented. The use of saturated colours such as pink on the masthead 'Big in Japan' creates the effect that this article is positive and will therefore appeal to the needs of entertainment and escapism. There are a number of intertextual references throughout the front cover, including the use of pink text which symbolises Japanese pop culture due to their high appreciation for blossom trees, representing the beauty of life. This links in with the Street Cat Named Bob as life could've gone very badly for both him and his owner James, however they were very lucky which in itself is a counter type to homelessness representation in the mainstream media. The font used is sanserif, more modern than serif font, which creates the impression that Bob is the new icon of homelessness. It also causes audiences to become intrigued as to why Bob is so 'big' as there is no explanation.

The Big Issue represent homeless in a fairly positive light, with the use of the cover line 'The street adventure continues', creating a positive connotation of street life as adventure suggests excitement. This relates to how it is possible to fix the issue of homelessness, and doesn't stereotype the working class in a negative way. However, mainstream media including the Daily Mail create headlines such as '75% of incapacity claimants are fit to work', implying that the working class are lazy and dependent on the welfare system (underclass) - causing the public to have no sympathy for the homeless. As well as this, the Daily Mail have also published the following headline, 'vile product of welfare UK' following a photo of single parent with multiple children. This creates the impression that the 'underclass' abuse the rights of the welfare state to be lazy, and therefore do not deserve donations. This relates to the theory by Newman (2006), who argues that working class are depicted as dumb and immature in the media. The Big Issue are a left-wing paper, supportive of the working class, and therefore their representation of the homeless act as a counter stereotype to this theory. The use of the slogan 'a hand up not a handout' acts as a counter type to other homelessness representation as it implies that they are helping homeless people to become working citizens, rather than just giving donations.

Radio - Radio One Breakfast Show Essay

The BBC have a public broadcasting service remit, which requires that they inform, educate and entertain. The Radio 1 breakfast show is an example of the success that the BBC has in terms of fulfilling its remit.

Over the years, it has been argued that the Radio One Breakfast Show has suffered drastically since the takeover of Nick Grimshaw. Radio One figures have suffered a decline of 500,000 in under a year, including that the young audience has dropped from 3.7 million (45%) to 2.9 million (36%). This is likely due to new social media advancements including YouTube and Spotify which give young listeners more freedom and interactivity when listening to music. These methods of listening would appeal to the succeeder (Young and Rubicam 4 C's Model) who wants control. However, Radio 1 have used this to their advantage, using the listen, watch, share strategy. This means that the show can be accessed via both the Radio and YouTube videos, which can then be shared on sites such as Facebook. On YouTube, Radio 1 has 3.5m subscribers compared to Radio 2’s paltry 42,069. As well as this, Radio 1 has 2.55m Facebook likes compared to Radio 2’s 633,053. Radio 1 also have a Facebook page, and profiles by Nick Grimshaw on twitter and Instagram which make the Breakfast Show much more interactive (@grimmers and @nicholasgrimshaw). Radio One also has a snapchat where they share exclusive clips before the broadcast of the Radio.
The Breakfast Show's video content such as Innuendo Bingo and Playground Insults is helpful in marketing Radio one because they are entertaining for those that use social media even if they do not access or listen to Radio. Even as radio figures decrease, they can maintain popularity on other sites through the use of entertaining videos which ultimately promotes the radio show. Radio 1 are successfully interactive with their audience as they use social media platforms such as twitter (@R1Breakfast) and Instagram (@bbcradio1) to promote opportunities such as voting for the teen choice awards as well as the chance to request songs. Also, you could email to be Richard Branson's plus one, therefore it is evident they offer many opportunities to meet celebrities.
Radio One offer a few competitions such as tickets for award shows in Wimbledon, seeing Little Mix and multiple others that include meeting celebrities such as celebrity gamble.

An example of a successful broadcast on the Breakfast Show is the episode with Demi Lovato broadcasted on the 2nd October 2017. Demi Lovato appears on the show to promote both her documentary and her new album, fulfilling the needs of escapism according to the Uses and Gratifications Model. 
The most popular tracks as of the 10th October 2017 include 'On My Mind' by JP Cooper, 'Dusk till Dawn' by Sia and Zayn Malik and 'Again' by Noah Cyrus. This shows that there are popular artists present on the Breakfast show in order to attract listeners, but also fairly new singers such as Noah Cyrus who does not have many released songs or albums.
Radio 1 appeals to both males and females due to the fact that there is equal mention of sports and celebrity news. There are also aspects to appeal to adults due to the fact that there is serious news such as monarch flights and Spain riots. Competitions may appeal to those who are working class because they can win opportunities rather than pay lots of money for it.
This is drastically different to Radio X which appeals mostly to British males aged 25-44.
This is reflected by some of the hosts which include Russell Brand and Chris Moyles who both have a fairly offensive sense of humour, and many others. Also there is only one female host who broadcasts during 1am to 4am, indicating that there is a lack of diversity in the show.
The effect of Chris Moyles joining Radio X causes any of his older audiences to follow him and begin watching radio X, especially due to the idea that Chris Moyles has a history of being casually homophobic and sexually demeaning on the Radio 1 show, therefore he will invite audiences with a controversial or offensive sense of humour.
Radio X features certain advertisements targeted towards male, including two that present alcohol. Due to this, Radio One's PSB is much more inclusive than Radio X due to the fact that it attempts to educate, inform and entertain (remit). It does not specify between genders like Radio X does and aims to represent all of Britain.

Film - Media Industries Essay (Impact of Technology)

The development of technology has impacted the film industry and its many organisations, causing a huge increase in the use of spectacle which ensures that large companies remain dominant as they create high budget productions with expensive set design and post production effects in order to encourage more family viewing for blockbusters. 
Media ownership is dominated by 6 conglomerates, the largest of these being Disney. Walt Disney use vertical integration and synergy in order to promote their films, partnering with many other companies in order to increase cinema revenue which has decreased over the years as a result of streaming using Amazon, Sky and Netflix.

The first step of vertical integration is production. Walt Disney produce their own films, including pre-visualisation and post production. Before 2006, Disney only animated films aimed at children, however another company known as Pixar specialised in creating films which used CGI to include older audiences in their productions, and had huge success in a recent film using new technology. As a result of this, Disney used horizontal integration and partnered with Pixar in order to develop new technology in their films and create blockbusters similar to that of Avatar. 

One example of a technology used in the film Avatar by James Cameron was performance capture. This is a technique that allows the skill and interpretation of the actor to be shown despite the actor not being seen. Special equipment meant that a digital skeleton of the character could be created which imitated the actor's essence and expressions, however the appearance of this character could be easily edited along with everything around it through the use of chroma capture. Advancements such as this are used throughout the 2016 adaptation of the Jungle Book, as very little of the film was real yet verisimilitude was created through performance and chroma capture. Parts of the set were only built when Mowgli needed to interact with something, and therefore most of the set was not real and created using chroma capture. These technologies can also make production easier as they are able to create any setting from an American Studio, without the need to travel to another place. Although Disney mainly uses vertical integration within its own company, they outsourced for the creation of the Jungle Book and partnered with the company known as MPC, who have previously been successful (and received awards) for their success in films and advertisements. MCP specialise in Computer Generated Images, which is something that has created large amounts of progress in the film industry. The use of CGI has greatly impacted the film industry as audiences are often unsure about whether what they are seeing is real or not, which not only intrigues them further but creates more tension. A large budget was spent on the production, being roughly $175,000,000. However it was shown to be worth it, as they made a profit of almost $200,000,000. The film was extremely successful not only through the use of new technologies, but also due to the smart techniques of advertising. 

Disney distributes and markets its own films, meaning that they can save money and use synergy to create cross-media advertising. Disney Motion Pictures distributes the films nationally, which ensures that the company can make a larger sum of money. Technology has also meant that it is now much easier for films to be distributed because of digitisation. Since it doesn't take as much time as it used to, film companies now have more time to develop their marketing strategies. The director of the Jungle Book, Favreau, advertised the use of technology to promote the film to a larger audience than the previous adaptation. Not only was it advertised at the Superbowl, but it was also presented in an ESPN commercial (owned by Disney) to not be brought by the studio of Cinderella, but instead by the studio of Pirates and the Caribbean. Many trailers presented the scary moments and hid the musical numbers in order to appeal to elder siblings, and effectively showed how these digitally created characters were not light-hearted or animated for children. 

Use of technology has also impacted film productions in terms of exhibition as the introduction of iMAX made cinematic productions much more appealing to audiences. A typical film uses 35mm film limited to 6k lines of horizontal resolution, however iMAX format produces approximately 18k lines of horizontal resolution. This means that the quality at the cinema has drastically improved and therefore caused an increase in cinema revenue, despite it still being voted the least favourite method of media consumption. 

Film - Jungle Book Trailer Analysis

 


The media language of the Jungle Book (2016) trailer is very effective in intriguing the audience to watch the film. The trailer begins with the non-diegetic voiceover of the snake (Scarlett Johansson) talking to Mowgli. Her sinister, soothing and deceitful tone of voice causes the audience to feel uneasy, especially when she is shown to be talking to Mowgli with low-key lighting. The use of lighting indicates that she has negative intentions and can create a sense of dread for the character. The actress Scarlett Johansson is very well known for other action films and therefore her fans (teenagers and young adults most likely) will also want to see the Jungle Book. As well as this, King Louie is portrayed by Christopher Walken who has been in many old films and therefore will be able to invite his adult fans to the Jungle Book. At 0:29, a low angle-shot of the tiger is used to convey him as sinister. It is clear this is the antagonist of the story as he presents himself as aggressive which creates the threat of conflict. Similarly, at 1:09, a low-angle shot is used to convey the snake's character as powerful and threatening, which can show she is convincing to her victims. This shot only lasts for 2 seconds therefore the audience do not know what happens after. The use of fast editing also makes the trailer more exciting as it conveys lots of action. This conveys that Mowgli is often in danger which can build tension and mystery for the audience. The audience may also feel fear for Mowgli, especially in moments such as the one at 0:50, where a panning shot follows Mowgli as he discovers King Louie. This causes the audience to feel like they are also on this adventure, and can relate to emotions that the protagonist feels. This is enhanced by the verisimilitude of the set; the jungle appears real to the audience and therefore they are more likely to feel scared while watching. 

At 1:06 of the trailer, Mowgli is being chased by the antagonist and as a result jumps off of an edge, A quick fade to black transition is used which creates the effect of the unknown. Not only does Mowgli not know where he will go next, but also the audience don't know what is going to happen. This intrigues them to watch the film as the tension is left unresolved.
Towards the end of the trailer, the title of 'The Jungle Book' is shown to the audience. The use of serif font creates the effect that it is still the traditional story, especially as the old cartoon and book used this font. After this, there is an intertextual link to the 1967 cartoon as Mowgli and the bear are shown together in a positive light. This highlights to the audience that it is still the same story, despite the increased tension. Although the cartoon's target audience was strictly young children, the 2016 adaptation seems to exclude this group through its scary nature. Therefore, it is more aimed towards people who had watched the cartoon as a child and want to see the remake as it is a sentimental story. 

Glossary

Glossary

Anchorage - Fixing of meaning e.g. the copy text anchors (i.e. fixes to one spot) the meaning of an image

Media - The main means of mass communication

Media Text  - Any media product we wish to examine 

Banners – Typically found at the top or bottom of a print media text.

Broadsheet - Large format newspapers that report news in depth, often with a serious tone and higher level language. News is dominated by national and international events, politics, business, with less emphasis on celebrities and gossip. Examples: The Independent, The Guardian, The Times, The Telegraph

Byline - A journalist's name at the beginning of a story.

Captions – Text below an image that describes the image or informs the audience who took the image.

Copy - Main text of a story.

Coverlines – Captions on a magazine front cover

Emotive Language – the use of language to generate specific emotional reactions in the target audience

Headlines – The text highlighting the main story being given priority by the producers of the print media text. Often designed to be eye-catching.

Inverted pyramid structure - Newspaper stories start with the main events. Then they give more details and eyewitness comments in short paragraphs. The paragraphs at the end of the story are less important than those at the beginning. This allows sub-editors to shorten stories by cutting paragraphs from the end.

Layout – How the print media text has been designed and formatted.

Masthead - The top section of a newspaper which gives the paper’s title, price and date

Sans Serif font – Font type which does not have lines perpendicular to the ends of letters e.g. Comic Sans – often seen as more contemporary. Think of Apple’s advertising. e.g. P E T

Serif font – Font type which does have lines perpendicular to the ends of letters e.g. Times New Roman – generally seen as more traditional or higher class.

Splash – The front page story

Sub-headings – Smaller, typically one line headlines for other stories.

Tabloid - Smaller newspapers aimed at a large audience. News is reported in less depth and emphasises human interest stories. The language level is lower, paragraphs and stories shorter, with more use of images. Content often includes more celebrities, media news and gossip. Examples: The Sun, The Mail, The Mirror, The Express

Text to image ratio – This involves considering how weighted the print media text is with regards to text and image – you need to ask yourself why the ratio exists.

Typography – The collective term when considering elements of print media relating to the style of the text such as the font, colour, serif, sans serif etc. 

Saturated Colour: The term hue refers to the color of the image itself, while saturation describes the intensity (purity) of that hue. When color is fully saturated, the color is considered in purest (truest) version. Primary colors red, blue and yellow are considered truest version color as they are fully saturated.

Media language: how the media through their forms, codes, conventions and techniques communicate meanings

Media representations: how the media portray events, issues, individuals and social groups

Media industries: how the media industries’ processes of production, distribution and circulation affect media forms and platforms

Media audiences: how media forms target, reach and address audiences, how audiences interpret and respond to them and how members of audiences become producers themselves.

Media product: refers to media texts, such as television programmes, newspapers, radio programmes etc., as well as to online, social and participatory media platforms

Intertextuality: refers to the way aspects of a particular media product relate to another and thus accrue additional significance.

Low key lighting - predominantly dull

high key lighting - predominantly bright

Analogous colours - groups of three colours that are next to each other on the colour wheel, sharing a common colour, with one being the dominant colour, which tends to be a primary or secondary colour, and a tertiary. Red, orange, and red-orange are examples. (harmonious).

Complimentary colours - Colours that stand out next to each other because of their great contrast.

Versimilitude - The appearance of being true or not. 

DECODING = understanding a media text.  

CODES can be visual (you can see them) or aural (you can hear them). Codes have symbolic value. For example in our society wearing a pair of glasses (glasses are the code) symbolises, or connotates, that you are clever. TV drama, magazines and videogames use these symbolic codes to generate character types and character archetypes.

Diegetic sound is any sound presented as originated from source within the film's world.

Non-diegetic sound is represented as coming from the a source outside story space.

Glossary - Refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts. Such representations may be in speech or writing as well as still or moving pictures.

Allegory: A story, play, poem, picture, or other work in which the characters and events represent particular qualities or ideas that relate to morals, religion, or politics.

A stereotype may be defined as a popular belief about specific social/ethnic groups or types of individuals and it is broadly standardised or simplified conceptions of groups based on some prior assumptions.

Production - The making of a film; pre-production and funding; shoot (format); post-production (SFX).

Marketing - The process of raising awareness; targeting an audience; creating publicity through various methods. A distributor is responsible for marketing a film.

Exhibition - The way we view; getting the film to a paying audience. 

Cross Media Ownership is the ownership of multiple media businesses by a person or corporation. These businesses can include broadcast and cable television, film, radio, newspaper, magazine, book publishing, music, video games, and various online entities.

Horizontal integration: Walt Disney owns many studio entertainment, consumer product companies, and media networks.

Vertical integration:  Walt Disney plans, produces, advertises, and distributes all of its products on its own.

conglomerate - a large company composed of a number of smaller companies (subsidiaries) engaged in seemingly unrelated businesses.

media conglomerate - a company that owns large numbers of companies in various mass media such as television, radio, publishing, movies, and the Internet.

Circulation: the total number of copies of a magazine, newspaper, newsletter, or catalog that are distributed via direct mail or other channels. In terms of film it can relate to the amount of times somebody has been to see it. 

Synergy works when different elements within a media conglomerate promote (e.g. film studio, record label, video game division) create linked products (e.g. film, soundtrack, video game)

"public service broadcasting" refers to broadcasting intended for public benefit rather than to serve purely commercial interests.

Audience segmentation is a key activity within an audience analysis. It is the process of dividing a large audience into smaller groups of people - or segments - who have similar needs, values or characteristics.

Direct mode of address: The model looks directly at the audience, or the writing speaks to ‘you’.

Indirect mode of address: The model looks away, or the writing refers to ‘people’ or ‘the public’.

Formal mode of address: Using formal phrasing and terminology.

Informal mode of address: Using more conversational language and slang.

Red-top definition: a tabloid newspaper characterized by sensationalism 

Sensationalism: Sensationalism is a type of editorial bias in mass media in which events and topics in news stories and pieces are overhyped to present biased impressions on events, which may cause a manipulation to the truth of a story.

Digitally convergent media: Video games consoles are an excellent example of a digitally convergent device, you can not only play games but access social media, surf the internet, stream films and TV content and upload content into cloud based servers. Cross-media content helps maximise profits and also improve reach to new customers.

Drama:  What is TV drama? TV drama is a broad genre. At its simplest, it is fictionalised action in narrative form.

Long form TV drama: Long Form Drama is a term coined to describe the recent shift of interest towards television series of high quality that many consider to have replaced the cinema as a locus of serious adult entertainment. Unfolding over multiple episodes, hours, and even years, these TV shows are seen to provide a content, often dark and difficult, and an innovative style that strain against the conventions of cinema as well as network television.

Media convention:  A code is a system of signs which can be decoded to create meaning.In media texts, we look at a range of different signs that can be loosely grouped into the following:technical codes - all to do with the way a text is technically constructed - camera angles, framing, typography etc. verbal codes ...

A code is a system of signs which can be decoded to create meaning.

In media texts, we look at a range of different signs that can be loosely grouped into the following:

•technical codes – all to do with the way a text is technically constructed – camera angles, framing, typography etc

•verbal codes – everything to do with language -either written or spoken

•symbolic codes – codes that can be decoded on a mainly connotational level

verbal codes ..

Genre: A genre is basically the category of any type of art or literature, for example categories of movie would be comedy, horror, thriller etc.

Genre Hybridity Some media texts are hybrid genres, which means they share the conventions of more than one genre. For example Dr. Who is a sci-fi action-adventure drama and Strictly Come Dancing is a talent, reality and entertainment show.

verbal codes ...

Synopsis  -   A brief summary of the major points of a written work

A semantic code - symbolic. for example a red rode connotes: love, commitment, england, tango dancing, war of roses, jeremy corbyn.

Textual analysis/codal analysis - Is a systematic methodology for analysing moving image and print media text.

Advertising - Jungle Book Poster Essay

Mise-en-scene is used in this poster to advertise the Jungle Book (2016) film to its target audience effectively.
The composition of the different animals across the poster creates the impression that the animal kingdom in the film is large and therefore can show a sense of community - however this is contradicted by the threat of conflict presented. Using the rule of thirds, the 3 main characters (including the protagonist) are positioned in the centre, meanwhile the antagonists are on the periphery. The tiger is shown to be ready to attack, which presents to the target audience that there is action in the film. The snake that is on the periphery may make audiences tense due to the connotations of snakes being vengeful and cunning - however the connotations change depending on culture. For example, the Ancient Greek God known as Asciepius (God of medicine and healing), carried a staff with one serpent wrapped around it. This indicates that snakes may have healing or helpful abilities to certain cultures. This can cause uneasiness to the audience as they have their own opinions of the snake based on culture, whereas the protagonist Mowgli does not, and may fall into a trap.
The set of the jungle is presented to look realistic (versimultitude), unlike the 1967 cartoon, which is likely to attract older audiences rather than just children. The realistic set also makes the threat of conflict more intriguing to the audience as they may feel more attachment to characters.
The prop of the twisted tree can represent how the animal kingdom has been disorientated which shows the audience that the film will not be as innocent and happy as the 1967 cartoon.
As well as this, actors are used to promote the film. The snake is presented as a female, due to being acted by Scarlett Johansson. This creates diversity in the gender of villains (causing her to be a counter type of multiple gender theories), and also will invite fans of this actress. As well as this, the actor Christopher Walken helps to attract the target audience of family. The family contains a large age range, and therefore this well known actor will help to attract adults.
There is a lack of costumes presented on the poster, which represents how the film takes place in the wild and therefore shows how this world is different to the audience's. The human Mowgli is not shown to be trying to dress appropriately, therefore it portrays that there is no civilisation in the film besides that of the animal kingdom (which has evidently been ruined).
Low-key lighting is also used to present the film as fairly dark and mysterious, hiding certain characters in the trees. This attracts the target audience (likely families without young children) as they will be interested to see how the evident disruption of the narrative is solved.

Barthes Semantic Code points to any element in a media text that suggests a connotation, such as colour or typeface. The anchorage text, in gold, is at the bottom centre of the poster. It stands out to the audience with the colour gold, which blends with the natural colours of brown yet is still obviously out of place. Serif font is used to create an old-fashioned appearance which represents how this is an old story, and also shows how Mowgli would not be classed as a modern or civilised human. Serif font was often used for the 1967 adaptation, therefore it creates a sense of familiarity when people see the 2016 version. Also, the text 'Disney' is smaller than the 1967 adaptation. This is due to the fact that the target audience is no longer young children and therefore the fact it is produced by Disney is no longer a hugely important factor in attracting the target audience.
The use of earth-like colours on the poster creates the effect of being in the jungle for audiences seeing the poster. The use of muted colours creates the effect of mystery and darkness which connotes negativity and conflict.

Behind King Louie, there are old buildings portrayed on the poster. These appear familiar to audiences as they appear to be old, historic buildings.
The use of photoshop causes unrealistic things to appear real (especially when they are beside real things) - and therefore intrigues the target audience. Photo-generated aspects also make the poster more impressive, which helps to attract audiences.