<ul><li>The media use technical codes to communicate with their audience.  </li></ul><ul><li>These include: </li></ul><ul>...
<ul><li>Every media product has a target audience. Some products are  </li></ul><ul><li>mainstream and appeal to a large t...
<ul><li>Representation in the media is concerned with how people, events and  </li></ul><ul><li>ideas are presented to aud...
<ul><li>Media institutions are organisations that are responsible for producing  </li></ul><ul><li>media products. </li></...
 
 
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Introduction to the Media Key Concepts

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Introduction to the Media Key Concepts

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