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Introduction to the Media Key Concepts
Introduction to the Media Key Concepts
Introduction to the Media Key Concepts
Introduction to the Media Key Concepts
Introduction to the Media Key Concepts
Introduction to the Media Key Concepts
Introduction to the Media Key Concepts
Introduction to the Media Key Concepts
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Introduction to the Media Key Concepts

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  • 1.  
  • 2.  
  • 3.
    • The media use technical codes to communicate with their audience.
    • These include:
    • Photography
    • Models
    • Written text
    • Camera positions, movements and composition
    • Sound
    • Lighting
    • Editing
    • Special effects
    • Post-production effects (green screen/blue screen)
    • Mise-en-scene
    • Actors and performance
    • In film and TV this element of media language is known as MICRO language.
  • 4.
    • Every media product has a target audience. Some products are
    • mainstream and appeal to a large target audience; some products are
    • niche or non-mainstream and appeal to a smaller target audience.
    • Media producers categorise people into different groups according to
    • age, ethnicity, gender, where they live, their occupation and income,
    • their education and lifestyle choices, their attitudes and political views.
    • The more information they have; the more they can produce
    • programmes, films, magazines, radio programmes, web sites that will
    • appeal to your Values, Aspirations and Lifestyles (VALs)
  • 5.
    • Representation in the media is concerned with how people, events and
    • ideas are presented to audiences.
    • What we see, hear and read in the media is a representation of a
    • subject – it is somebody’s opinion or interpretation of an event.
    • Even a live news broadcast is a representation, because you only see
    • what is filmed by the camera operator.
    • Facebook and Twitter have allowed people to represent themselves,
    • however mainstream media is still dominated by the views of a few
    • people.
  • 6.
    • Media institutions are organisations that are responsible for producing
    • media products.
    • Every media institution will have its own set of values and beliefs. UK
    • TV is dominated by BBC, ITV, Sky and Channel 4. The UK newspaper
    • industry is dominated by Rupert Murdoch’s News Corporation. The
    • UK magazine industry is dominated by IPC and Bauer Media. There are
    • only four Major record labels in the UK.
    • This is known as a concentration of ownership and can lead to a
    • restricted viewpoint on the world; it can also lead to a restricted range
    • of media products
  • 7.  
  • 8.  

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