Assignment 10 group coursework presentation of research draft 2

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  • 1. Assignment 10 (Draft 2) – Group coursework presentation of research Kaya Sumbland Gledis Dedaj Rahel Fasil Joanne Aroda
  • 2. Group Individual Presentation Feedback Video.AJoanne Kaya Rahel Gledis
  • 3. Exploration of Questions
  • 4. Exploration of Questions
  • 5. Exploration of Questions
  • 6. Exploration of Questions
  • 7. Possible TopicsDoes the internet give us more freedom or increase control?
  • 8. Possible TopicsHow has the internet become omnipresent through the form of Web 3.0?
  • 9. Possible TopicsIs the current media landscape democratic or hegemonic? Kaya Gledis Rahel Joanne
  • 10. Exploring topics!
  • 11. Statistics About a third of women between the ages of 18 and 34 go online to check their Facebook messages and updates before brushing their teeth. About 21% people from a group of 1605 that were questioned for the research admitted that they woke up in the middle of the night to see if something new had happened on Facebook. Majority of Facebook-generation is older than 35, and it seems they prefer instant messages and posts above real conversations. More than 100 million people have Facebook on their cell phones, and they are twice as active as those that use computers to visit Facebook.
  • 12. How?‘Edge Rank’ is the name of the algorithm which Facebook uses to determine what appears in their users’ news feeds.Determines which of your connections is the most important to you and thus appears most frequently, and which kinds of content should appear higher than others. Commenting on something or liking something automatically increases the likelihood of it appearing on your news feed. Campaign marketers use this to promote their products or ideologies. Almost like a chain reaction, one thing will lead to another eventually creating what is referred to as a filter bubble of all similar products.
  • 13. Why?With more people becoming addicted to Facebook it has become the perfect tool used to subtlety control society.This obsession comes from the constant improvements to the site to tailor to each individual. It is by controlling what appears on our news feed that higher powers can manipulate the way we think and install certain ideologies. This creates a very hegemonic form of social networking.
  • 14. ‘Google’ When processing a search ‘Google’ looks at 57 signals to determine your results.This means each person receives different search results according to certain criteria based on them. With everything becoming so personalised it has become harder to break free from our typical ideologies and explore everything out there.
  • 15. ‘Google’ What makes a multinational company as big as Google intervene in the security and social policies of another sovereign state? Obviously, the case is not as simple as corporate decision-making of a business, but an act driven by other hidden factors.Generally speaking, the major methods of Internet management include monitoring, filtering and deleting unwanted content. For instance, Google has filtered a lot of online posts on the ground that they are of racial discrimination and anti-American rhetoric.
  • 16. Algorithmic gate-keepers The internet shows us what it thinks we want to see. But is this what we need to see? A ‘Filter Bubble’ is created.This is basically your personal universe of information online, tailored specifically to you.These algorithmic filters show up everywhere now, from our social networks to our Netflix cue, and even the online newspapers we read.
  • 17. The ethics of social mediaSocial media has been almost universally adopted by organizations as part of their marketing activities. It is vital that the ethics of controlling what people do and dont see is considered. Ethical: Not Ethical: To censor certain search results which could be Blocking certain search results because they inappropriate for certain ages. don’t match previous searches. Catering to certain individual results so that Determining the difference between what people don’t waste time searching for what people want and what they need. they want. Making internet search results easier to Influencing or manipulating society through navigate by tailoring them to specific specific search results, thus stopping people individuals. from exploring a wider range of ideas and enforcing certain ideologies.
  • 18. The Influence of films Movies and television are very much part of our daily life and so they have a tremendous influence on our behaviour.The reason is that we try to associate with what we see and search for similarities between these characters and ourselves. We come across many stories in movies which are influenced by real life situations. However, the latest phenomenon that has been observed is that of life being influenced by Movies or television.There have been incidents in the last few years, of kids in some U.S. schools who opened fire within their school campus, while trying to imitate some action movie stunts.Also, research shows that violent behaviour among kids is increasing because of movies and television.
  • 19. The Influence of films"Excess of everything is bad." Thus, too much of television and movies is also bad for us, this is specially in reference to "couch-potatoes" and "movie-buffs." Thats because the aim of a movie is to complete a story within a short span of 2 hours.Because of this constraint, it is packed with lots of exaggerated emotion, drama, action and comedy.However, such sudden change in emotions has an adverse effect on human mind leading to depression and related disorders.
  • 20. The Influence of films Films that deal with socio-political questions, for instance, certainly have an impact upon society. When it comes to style and music, the film industry virtually dictates what the people in real life will follow.Certain phrases uttered by famous actors or interesting characters in film become buzz words and catch phrases in American culture. E.g. Such phrases as "Heres Looking at You Kid" from 1942s Casablanca is yet known today.
  • 21. Control through filmsConspiracy Theory In A Nutshell… World recession. Government want to fix How? – Make people economy. spend their money. Without knowing it Increase subconscious Make people panic. people will spend fear of 2012. (The end of more money. the world) World out of recession.
  • 22. The Influence of films Through films higher powers in society are able to influence the world. This influence can be interpreted as a form of control. People in society are manipulated into following certain ideologies. This is a subtle form of control. However it is control nonetheless.Therefore films, which play a major part in the current media landscape, are a tool used to the shape of ideas within society. Thus films contribute to a hegemonic media landscape.
  • 23. The evolution of the web Web 1.0 Web 2.0 Web 3.0 Could be considered the "read-only The social web consists of a number of A web service is a softwareweb." Basically, the early web allowed online tools and platforms where system designed to supportus to search for information and read people share their computer-to-computer it. perspectives, opinions, thoughts and interaction over the Internet. experiences. There was very little in the way of Web services are not new and user interaction or content usually take the form of an Web 2.0 applications tend to interact contribution. Application Programming much more with the end user. Interface (API). This is exactly what most websites wanted: Their goal was to establish We are no longer satisfied with just Broader searches for information an online presence and make their watching or listening to media products through simpler interfaces. information available to anyone. but actually want to voice our own opinion.
  • 24. The evolution of the web
  • 25. The evolution of the webFundamental discoveries in optical networking that allowed more bandwidth to be obtained from deployed fibre-optic cables. New standards for wired and wireless link technologies (such as 100 gigabit Ethernet and LTE).New congestion control algorithms, improved security infrastructures: these are all examples of the kind of evolution that most users don’t see.
  • 26. Hegemony through the internet The more the internet develops the stronger the grip on society. With Web 3.0 culture the internet is becoming omnipresent. It will be all around us.This means whoever controls how its works ultimately controls society. Thus the Internet strongly contributes to a very hegemonic overall media landscape.
  • 27. democratic or hegemonic? Democratic: Hegemonic:We can post whatever we want including videos on The content of our search results is controlled by topics of our choice. internet algorithms.We are able to view the work of others and share our Algorithms form a ‘Filter Bubble’ which stops us opinions as well as hearing the opinions of others. seeing all that is available.Sites such as ‘Wikipedia’ which are extremely popular If we arent being shown everything available we can be edited by members of the public. cannot make clear judgments thus we are be subtly manipulated.Web 2.0 culture has increased audience participation Films are used as a tool to send out certain and made us more active rather than passive. messages to the public, therefore enforcing certain ideologies in a sly way.
  • 28. Topic Research - SociologyDevelopment 90’s 2012 There has been an upsurge in progressive activism (basically Web 2.0) since the 90’s within democratize of the content, practices and structures in dominant media (basically we all now have equal freedom throughout media in comparison before)
  • 29. Topic Research - Sociology Mass MediaSociologists believe that the Mass Media is one of themain factors that reinforce modern culture – and most significant at that. They find that we are bombarded with messages to either promote, reflect and create a culture that society should follow. Some call this ‘medicated media’
  • 30. Topic Research - Sociology Web 2.0 Keen 2007Web 2.0 has been ushered in by rhetoric of ‘democratization’Keen defined this by stories and images of ‘the people’ reclaiming the internet andtaking control of its content’ a kind of ‘people’s internet’ or less positively, theemergence of the cult of the amateur.O’Reilly 2005He notes that operating software and applications move above the level of singledevices, which further Lash 2000 states technology moved from the desktop toWebTop Led to… • New collaborative • Participatory • Open culture Anyone can get involved -> potential to be seen and heard
  • 31. Topic Research - Sociology Web 2.0 Balnaves, Donald and ShoeSmith 2009 “4 Distinct revolutions in the history of media”Mosoco 2004Cautions about the significance and effects of current media and publiccommunication – noting the warning of “digital sublime”,Woolgar 2002 even discusses the “cyberbole”, and the five-stage technology‘Hype Cycle’ described by Gartner Research 2008. Therefore not agreeing that …Battelle 2005 states Web 2.0 shapes public communication.However the development of Web 3.0 is well advanced and is predicted toaccelerate changes, as well as lead to a range of new functions and dysfunctions
  • 32. Topic Research - Sociology Reform ActivismMedia reform and activism can be politically conservative orreactionary, in the sense of reinforcing patterns of hierarchy and exclusion. An example are campaigns by fundamentalists religious groups against gay-positive representations or policies(e.g Disney corporation was the target of a campaign against same-sex partner employee benefits) This concerns media activism that is democratic and progressive – in the sense of seeking a more equality sharing of political, economic, social, cultural and informational resources and status.
  • 33. Topic Research - Sociology Mobilisation toCollective Action Charles and Tilly - 1978 Mobilisation to Collective Action 1978They note the emerging shape and form of social activism – changing therepertoire of collective action. This grasps democratic media activism. Thereforethey point our four predominant forms of action to democratize communication– which ultimately makes media equal and fair. #1 #2 #3 #4 influencing content advocating reform building hanging the and practices of of government independent, relationship mainstream media policy/regulation of democratic and between audiences media in order to participatory media. and media, chiefly e.g. finding openings change the structure by for oppositional and policies of e.g. skills training, empowering voices, media media themselves distribution services audiences to be monitoring, more critical of campaigns to change e.g. media reform hegemonic media specific aspects of coalitions representation e.g. media education and culture jamming.
  • 34. Topic Research - Sociology Effects McChesney 1993 & Star 2000He found encouraging recent surge of work on alternative mediaas a site of potentially counter-hegemonic cultural and politicalpractice . Therefore media is developing back to its manipulatedand influential stateCurran 2003 & Downing 2001Whereas this study has been relatively few effects onresistance, hereby modern societies arent as democratic as itseems. The debate on society being democratic or hegemonic is therefore very hard to define and state
  • 35. Topic Research - Sociology ClassDominance TheoryClass dominant theory argues that media reflects andprojects the view of a minority elite, which controls it.• Those who control, produce media• Limits competition of big businesses – especially new media• Few people have change to manipulate what people hear and see• Can avoid stories
  • 36. Topic Research - Sociology Culturist TheoryThe culturist Theory sees audiences as playing anactive rather than passive role in mass media – howthey interact and produce.• Emphasise amount of options• Interpretations, developing knowledge and experienceClaim few elite in large corporations exert significant control over what information media produces and distributes and audience play more powerful role
  • 37. Topic Research - SociologyPrimary I asked…Research Do you think society is being indirectly controlled or is democracy increased in media?My respondents generally think…• Society hegemonic-ally controlled – i.e indirectly being told how to act• Media is a big controlling factor emphasising ideology to society• Democracy is a smokescreen to keep us all dumb from how they are indirectly controlling us
  • 38. Topic Research - SociologyDemocratic or Hegemonic Democratic Hegemonic Web 2.0 and 3.0 has allowed the The elite still take control over the audience to have greater media as they are the ones who own participation the industries
  • 39. Topic Research – Social MediaNetworkingUse of Twitter’s hash tag is used to unite peopleopinions from all around the world, - Enforcing democracy -this is also used throughout media includingTV and Magazines E.G documentary ‘one born every minute’ This allows the audience to participate with the programmes – significantly those who ‘shout-out’ the tweets between intervals to share with viewers, which would have not been done before Web 2.0 However tweets are chosen – presenting a small sensation of hegemony in Networking
  • 40. Topic Research – Social MediaNetworkingFollowed Facebook is largely democratic as everyone has the equal freedom to create pages and groups on something they like, they think or they doHowever, other users could be manipulated by these domineeringgroups and feel pressure to like what they do, ultimately they feel they have to conform the ‘Facebook ideals’
  • 41. Topic Research – Social MediaSocial News Thankfully to Web 2.0 we can all interact and post our own stories on social news sites! However Hegemony and Democracy exists within Although Slashdot emphasises their qualities of allowing their audience participation generate their whole site • Users can post their own stories • However, the stories they get from page are decided by a more powerful figure
  • 42. Topic Research – Social MediaSocial News Where as Digg is largely a democratic website – fully in control by the audience Digg has a voting system put on every user generated story where any user is allowed to vote ‘Digg’ or ‘Bury’ • The story with most votes get from page • The story with too many burys is deleted from the website
  • 43. Topic Research – Social Media Blogs Blogs have practically no rules, you can post what ever you want based on your interestsThis promotes audience freedom, further an equal and fair system i.e – on Tumblr, nothing is censored Celebrity / Idol blog Culture blog Fashion blog
  • 44. Topic Research – Social MediaBlogs However these systems are tailored to your likes and dislikes – E.G if you type in ‘Fashion blogs’ in Google, only a certain type will come up that you like They rest is not shown to you This almost forms your likes, as the ones your not shown could be something you would like but you cant see it do you don’t have the opportunity. This may come up for me But this would come up to someone else
  • 45. Topic Research – Social MediaOnline Dating Since the internet started online dating has been slowly developing. To now, people can tick boxes and find a partner who is similar to them while being on a website that caters there need whether it be • Age • Sexuality • Culture • Religion • Fetishes Though this system that picks our your match could not bepresenting you will all compatibilities – taking control to who you will speak to and who you won’t – you are not in-control and as widespread as you think you are to find love online. However, it depends as a user how much you trust the sites.
  • 46. Topic Research – Social Media Wiki’sBut who does actually edit the information – Those with the resources andknowledgeThese faceless ‘professionals’ are the ones who dominate industries andmanipulate people below or in less authority than them.Therefore how does anyone know this information is nothegemonic?People always take it how it is – because they think someone moreknowledgeable is always right, to which the audience conforms
  • 47. Topic Research – Social Media Video sites are again all audience E.G… Video Sites participatory which 48 hours of footage is uploaded every hour! An example of audience participation is - Nam cat - people start posting cats watching the This enforced the things what video people like get popular and allow other to post their own video’s of it – connecting people across the world because of Web 2.0the creativity that inspires others intechnological culture making many so many different versionsentire remix community, something we all became a part of. to posting a cat watching a cat watch the video.
  • 48. Topic Research – Social Media TED Kevin Allocca Talks Why video’s go viralA part of this video highlights the reason for some video’s popularity is because of the ‘Tastemakers’ who publish it to the world.This means on domineering figure influences others to like a video, that otherwise someone else who is not, it would not have gone viral – presenting some type of Jimmy Kimmel tweeted on the video hegemony
  • 49. Topic Research – Social MediaPrimary I asked…Research Do you think social media is fair or manipulated by the faceless business behind?My respondents generally think…• Being on twitter and Facebook is not beneficial as it leads to bullying and manipulative way to be• Allows us to express opinions, enforces democracy• Some sites have a face behind it, so therefore by knowing who would be manipulating you, allows audience to think and be comfortable with the owner and therefore the website
  • 50. Topic Research – Social MediaDemocratic or Hegemonic Democratic Hegemonic Web 2.0 has dramatically increased Those who own sites generate your our freedom to comment and post results whatever we want
  • 51. Topic Research - News Bias The elite control the news, they show what the want History to show and what they don’tHave you ever noticed pieces of history don’t quite add up? Or that it seemsas though parts have been deleted or hidden from us?Well the elite have authority to do this.There are plenty if things the News hide from us. Its not hardsince most of us blindly follow.• you are told what certain people want you to hear• ever wondered who the groups and names of their people (monsters) behind wars are?• ever wondered why globalisation exists?• ever wondered if history is exactly the way it is or is it only the authors perspective?• do you really think global warming is entirely created by man? No, because News is completely hegemonic, the audience have no say in what we know and what we don’t
  • 52. Topic Research - NewsCorrupt Elite Theoretically the corrupt elite can only be brought down if there is anawakening of the people, if people just stop accepting things the way they are, they can actually progress and advance. If there is enough information, technology, freedom to move forwards and invest in rights for humanity, animals, plants and the world, in good food, health, education and shelter for everyone. But why doesnt society do this? The news supress audience knowledge with ‘smokescreen’ information
  • 53. Topic Research - News Current Debate The current debate across the UK is whether the News tell us everything we should know? Some think that the news bombards society with a big story e.g ‘Bin Ladens Death’ to cover up a story on the elite, government – and something their doing An example is Hitler who banned smoking in Germany because it caused cancer. However the government kept it a secret & flooded Germany with free cigarettes to increase the death rate. Which was Therefore making it extremely hard for society to become anti-establishment and kept a complete secret to Americans!react to what they show, as there is very little evidence of this – but their dominance and manipulation to the public is greatly evident
  • 54. Topic Research - News DominanceLocal TV news is the most popular thataudiences watch and listen toHowever, it only cover 12% of international news• Because its cheap• Easy to access• international news is highly corruptive to show because of audience distrust with governments – trying to hide something? However audiences have no control to see this news as they don’t have the resources, therefore we are inevitably manipulated by the news. Most people believe what they are told – if its on TV News its almost officially the truth
  • 55. Topic Research - NewsTED Alisa MillerTalks The news about news The video stated shocking facts such as.. • Death of Anna Nicole Smith covered news on all countries and had 10x more coverage than the IPCC report • News networks have decreased by 50% of foreign bureaus because covering people like Britney Is cheaper • Global news is recycled and does not put their context across in a away the audience could understand it- leading to a decrease in knowledge around the world • All down to dominance as 52% follow global news, but they don’t even know that much about it • And this is all out of our hands -> they are hegemonic
  • 56. Topic Research - NewsPrimary I asked…Research - Do you think the news is showing us all that we have the right to see? Or are they hiding stories?My respondents generally think…• Doesnt cover complete stories• Depends on the opinions of the controller• Depends on ownership• Mainstream news is no longer trustworthy• They show the cheaper stories so we arent shown the more important stories• If we want the truth, we need to do our own research and become more democratic
  • 57. Topic Research - NewsDemocratic or Hegemonic Democratic Hegemonic In the future the News could become The news is hegemonic controlled by democratic if people have the the elite, they have the power. resources and come together to They manipulate audiences to become anti-establishment believe what they tell us
  • 58. Record of Resources used…Wikipedia Examples of wikisArticles online To see which type of news is more dominantNewspaper articles Too see a general stories the news post compared with othersYouTube videos StatisticsTextbooks Sociologist researchPeriodicals -Books -Vimeo videos -TED videos Social media and News searchSlide Share Sociologist researchBlogs Blogs researchSocial Media Networking research on twitter and online datingPhone interview, expert -In-person interview public -In-person interview expert -Yahoo! Primary research
  • 59. Hegemony• Their are 3 types:1. Cultural Hegemony: The Idea that the western culture (represented through our films, TV shows, Fast food restaurants & Brands) is overwhelming other countries cultures2. Institution Hegemony: Is the way and strategy to consolidate existing hegemonic structures by designing, maintain and reinforcing international institutions3. Strength Hegemony: Traditional hegemony, it emphasizes the importance if force i.e. WWI & WWII
  • 60. Hegemony & Democracy Through TV Ads • Ads are a fast way of getting a message across to the view • Its 2-3 minis • Usually to show a product or type of life style • Examples... Apple - IPods Mc Donalds •They advertise their brand and food•They advertise products such as potable •They tend to use their own jingles or mp3 player popular music to catch attention •Through individuality, emphasised by •They show different kinds of people, different colours of their iPods the identified my clothing, age, gender and popular music for the backing track ethnicity to include everyone •In buying the product it implies your •Doing this sends a message to the views quality of listening to music will be more that everyone any age can buy into theirjoyful and exciting (buying into a lifestyle) brand regardless of status
  • 61. Hegemony & Democracy Through TV Ads Apple - IPod Mc Donalds• Hegemony was used to sell • Like Apple, Mc Donald’s sell the audience a kind of lifestyle the audience a kind of lifestyle• The ad is used to convince the • The ad uses a popular theme viewer your musical (being food) to entice hungry experience will be exciting implying if you dont your not and lifestyle hungry viewers current (popular) • Implying that if you buy into• This form of control makes the their products you will have a viewer believe they need joyous experience, which is something they dont and more expensive then cooking making them adapt and cheaper and better food in unwanted kind of lifestyle your own home
  • 62. Hegemony & Democracy Through TV Ads• Millions of people a day watch TV making it a marketing playground• As a society we are lead to believe we have democracy, free speech• Ads form our interests through desires for popularity and longing to fit in• By buying into the brands we conform to hegemonic power as we We have become slaves lose sight of what we really want and to brands unknowingly need
  • 63. Hegemony Through TV shows • Many if not all shows portray a kind of hegemonic ideology, playing on stereotypes i.e. status and class, gender, face etc. Some other shows have a fine line where democracy is present but have a hegemonic foundation The Big Band Theory•This show plays on stereotypes implying this is how all people with these characteristics act in the same manor...•Penny - ‘young female’ – ‘Blond’: Her character is a failed aspiringactress who lacks on the academic knowledge but is socially popular•Leonard - ‘Young male’- ‘Geeky scientist’: His character is a scientistwho does not have much if not any luck with girls•Rajesh – ‘Young male’ – ‘Indian’: The only non Caucasiancharacter, also a scientist, who has wealthy parents and cannot talkto women unless under the influence
  • 64. Hegemony Through TV shows Eastenders•Also plays on stereotypes and always seems to focus on the lower class and a small portion on the middle class •Focuses on families and friendships in a rural area who struggle with ends meat •In some episodes focuses on topics such as ... Teen pregnancys, homosexuality, drugs •The show covering these topics either reinforced outactions towards them or allows viewers to analyse from a different stand point (controlling us by forcing us to address these topics through observation) Downton Abby •Historic period Drama that is all out status and class reflecting out society today i.e. •The servants: Represent the lower class and their struggle to be acknowledged living in the shadows •The young adults: Represent the middle class and their trying to work to make something of themselves •Owners/Elders: Represent the upper class the wealthy who control everyones income
  • 65. Democracy Through TV shows • Shows such as ‘The X Factor’ and ‘The Voice’ help the viewers excursive their democratic rights The X Factor I’m A Celebrity Get Me Out Of Here! • For the pure entertainment to put •Allows democracy through their voting celebritys through disgusting challenges system •The audience exercise their democracy•Giving the public the choice to keep their to chose who does the challenges and favourites how many times •Allowing the audience to vote no longer •Allowing the audience to vote no longer makes us passive makes us passive
  • 66. Hegemony Through TV shows The X Factor I’m A Celebrity Get Me Out Of Here!•Where is becomes hegemonic is through the beginning stages of the show •Through the extensive audition process •Celebritys are chosen for us to humiliateyou must go through 3 sets of pre judging •Producers predict who may be the most before being judged but the celebrity popular and base the challenges on that panel •We call in to vote when the celebs fate •So what we chose is from what they has been partially decided have already determined•They pick for 80% for entertainment and 20% for talent
  • 67. TV In The 50’s• Womens places were believed to be in the house• During this period ads like this would be targeted at them• These sorts of ads would reinforce how society believes women should live in hand making them believe no otherwise
  • 68. Hegemony & Propaganda• Hegemony is like propaganda• The difference is one is done under the radar and the other can be visibly seen• Propaganda has been used constantly through generations• It can be seen through WWI & WWII• Dictators and world domination hungry leaders have used this to control and manipulate their people• Men like, Hitler, Stalin, Gadhafi
  • 69. Hegemony & Democracy Through TV shows Hegemony Democracy• Through shows, subliminal • We are able to vote for who messages are sent to a mass we want and what we want audience • We ultimately have a choice• We are made to believe we to buy into a lifestyle its not have democracy through forced upon us voting shows except we are just buying into a fix
  • 70. Hegemony & Democracy Through Technological Convergence (Franchise)
  • 71. Hegemony & Democracy Through Technological ConvergenceFranchise• They are an example of hegemony at its finest• They are a collaboration of different companys to make a product / products• It feeds the public a movie or product (or anything) and branch out (to keep its fan base alive) giving them ... Magazines Cartoon series Movie, Product, Game... Comics Accessories Costumes Games Sequels Toys
  • 72. Hegemony & Democracy Through Technological Convergence - Examples Star Wars The Dark Knight• The first film was ‘IV: A New Hope (1977)’ •This ‘Batman’ saga is a remake•The budget was $11 million but gross was •The first film was ‘Batman Begins (2005) $480 million •Originated from ‘DC Comics’ •After this gained a cult following •The budget was $150,000,000 and grossed •After the 2nd film their franchise had $374,218,673 spread from, action figures to light sabres •With DC Comics die hard fans all they had to go was gain new followers through How its hegemonic.. marketing •It becomes part of the generations childhood holding good memories How its hegemonic.. •Companies know kids will want to mask •It already has a set fan base as it is a remakethemselves with items associated with the bring their childhood hero to the big screen film •Audiences would have already gained an • Us buying the goods keeps capitalism emotional lie through the comics •Us buying the goods keeps capitalism
  • 73. Hegemony & Democracy Through Technological Convergence The Dark Knight - Marketing •They started with an official website with mazes and question •Next they took over ‘MySpace’ for a day which allowed the public to advertise by sending friends screen grabs •The website would be updated regularly with campaigns for ‘Harvey Dent’ and smear campaigns for ‘The Joker’ •Finally they set but a treasure hunt to find phones and get a call from ‘The Joker’
  • 74. Hegemony & Democracy Through Technological Convergence Star Wars •They tend to now make their money from.. •Cartoon series •Collectables •Toys •Video Games •Watching the films on TV catching new and old audience to buy once again into the franchise
  • 75. Hegemony & Democracy Through Technological Convergence Star Wars The Dark Knight •Today their franchise is worth $2,967,173,108 • Today their franchise is worth $27,000,000,000 •Through feeding off of the comic book franchise ‘DC Comics’ and their emotional•Through playing on childhood memories to attachments to the hero characters fuel their income •Comics are timeless which can always catch •The public buy into the franchise to feed new generations keeping their franchise their inner child moving•With constant sequels they can catch new •With constant sequels they can catch new and old generations encouraging a never- and old generations encouraging a never- ending cycle ending cycle
  • 76. Magazines
  • 77. Democracy in Magazines• Magazine focuses on real life stories of ordinary people• Readers can submit their own real life story to be displayed in the magazine• Readers can participate in small competitions after completing tasks like wordsearches
  • 78. Democracy in MagazinesPolls, Competitions etc • Readers can submit their details by post, telephone, online • Winners are selected nationwide, everybody has equal chance of winning
  • 79. Democracy in Magazines Elle Style Awards hosted by Elle Magazine• Readers can vote online for each award• After voting a lucky winner gets gift vouchers from the company sponsoring the ceremony• They also get tickets to attend the ceremony
  • 80. Democracy in MagazinesHere is what the reader’s voting process looks like..
  • 81. Democracy in Magazines Glamour Women Of The Year Awards• A year event held by Glamour Magazine• One award named ‘Readers Choice Award’ is chosen by readers only• Readers are given a selection of inspirational stories, from there they must choose which philanthropist they want to vote for• Glamour magazine features the Reader’s Choice Award winner on the magazine
  • 82. Democracy in MagazinesSeventeen Magazine:Readers get a chance to test out beautyproducts and give their verdict! This gives readers a chance for their opinion to be heard for other people to read
  • 83. Hegemony in Magazines Idea of the ‘perfect body’• Fashion is thought of as a method of hegemonic domination putting forth a duty toconform on the female population• Magazine photographs provide unrealistic expectation of the ideal female appearancewhich many cant meet• Women respond to fashion resources in different ways..
  • 84. Hegemony in Magazines• Every page of Vogue magazine is authorised by senior representatives• There are no reader related columns, product testing etc• Readers have no input into what goes into the magazine• There is no competition section just pages relating to design, fashion, lifestyle etc
  • 85. Hegemony in MagazinesElle Style Awards Voting Process..• Readers are only allowed to vote for a selection of awards• Elle magazine still have a lot of control as to who the award winners are• Readers are invited to vote for each award but their vote doesn’t really count
  • 86. Hegemony in Magazines Hegemonic femininity and sexuality• In male and female magazines there are images shape our ideas of gender and sexuality.• Advertisements, articles, and every other page in each magazine is gendered
  • 87. Hegemony in Magazines• Magazines show these female cultural ideals through images• Socially assembling what a woman should look like• All front cover models on women magazines like Elle and Cosmopolitan.• Like the picture above, the woman has the perfect body structure and appearance• This is the problem because in reality all women do not look like this• The “perfect woman” isn’t natural because our perception of what looks beautiful is socially constructed through mass media
  • 88. Audience Feedback LINK
  • 89. Audience Feedback She Said… 20• It appeals to her because shes very interesting in Female media and feels strongly about democratic rights in Working media Art, Film, Beauty, Dance• Interested in hearing how hegemonic the news is, and why its still that way• The revolution of Web 2.0 is almost blinding people from how they control media and manipulate audience• Would be for people in 20s and 30s• Should interview sociologists and people in the government• Worrying because some parts its hard to gain evidence of it
  • 90. Purpose and Style• Whats the purpose of the documentary ?• Is to Inform and educate the audience on hegemony and if today’s democracy is just the puppet master behind it• Also if we are controlled, in what way and form• And ultimately if we can control it and escape it?
  • 91. Purpose and Style• What would people learn about this topic from your documentary?• The audience will learn what hegemony and how it lives undetected in our society and how it effects our perception of reality• The will discover its effects during history and its forms through social media, films, TV and magazines• They will also learn what Algorithms are and if they are really necessary• The truth will be uncovered to if we are really free
  • 92. Purpose and Style• What style of documentary is it?• There are 6 types of modes to Bill Nichol’s Theory1. Poetic Mode: More towards subjectivism, leaves things to be interpreted, for an artistic feel.2. Expository Mode: Unlike poetic moves more for a story telling stance, through informing in order to persuade3. Observation Mode: Simply just observing in order to allow audiences to shape their own opinion on the issue, people/person4. Reflexive Mode:5. Per formative Mode: Its participatory though having a presenter or just having a person going along
  • 93. Purpose and Style• What style of documentary is it?• According to Bill Nichols theory our documentary is Expository• We believe It’s more informative as we are just trying to feed our audience with information• In the attempt for them to form their own opinions about “Is the current media landscape democratic or hegemonic”
  • 94. Audience 30’sSecondaryAudience Whole Target audienceAudience is 20s to 40s years 20’s
  • 95. AudienceTarget Audience - People in their 20’s because they are largely involved in participating in most forms Age of media – also they are strongly concerned with having equal and fair rights Due to modern society being quite patriarchal - I think women would be inclined to Gender see if media is democratic and it is interpreted women are manipulated by media Media is a huge part of working class leisure activities and pop culture so we think Class they are going to be hugely interested to see whether it is democratic or hegemonic British people because our research is based on their culture, their use of the media Ethnicity mainly, though all ethnic groups throughout the UK as they’re all part of mediaSecondary Audience - People in their 30’s because have seen the evolution from Web 1.0 to knowledge Age in Web 3.0. Also they would be largely involved in media more professionally Women and Men because society has evolved from reinforcing those ideal forms Gender of gender – however they would want to see if that is actually exercised in media Middle class because they are the ones who work for media industries and have Class great knowledge of the debates British people because our research is based on their culture, their use of the media Ethnicity mainly, though all ethnic groups throughout the UK as they’re all part of media
  • 96. AudienceOur audience is MASS because…• Everyone is somehow connected into media• Generally people are conscious of their equal rights• People would want to see if they are being manipulated – or how far they have been unconsciously manipulated• It would relate to so many people• Some things brought up, people throughout the UK will be able to relate a story or relate how their searches have been tailored – and noticed
  • 97. AudienceIt is important that people learn about this topicbecause…• It is essentially manipulating audience to thinking they’re in control of what the see and search• The audience should be aware they possibly don’t have as much democracy throughout all media as they though Web 2.0 would have• People will be more wary of their democratic right in media – or possibly realise they increased control their do have since the web 2.0 revolution• Their authenticity is being compromised and reinforced to shape a different or more dominant ideology
  • 98. AudienceOur connect purpose to the audience is…• The fact that social media is such a broad topic that the interests of so many different people can be compared and contrasted throughout.• To enforce a debate• Also because its becoming a huge important part of society as it is somewhat controlling our world being used public sectors such as education emphasising the newly great importance and need to be knowledgeable within our topic.
  • 99. AudienceThe style of our documentary is…• Informative because… We present both sides of the debate in our topic, we don’t necessarily enforce our personal bias views.• Participatory because… Our presenter will participate in interviews and certain events taken place in our documentary to make the documentary seem more natural and comfortable
  • 100. Planning: StructureEpisode: Introduction: Beginning: Middle: End: (First 2 Mins) (15 Mins) (15 Mins) (15 Mins) • Presenter talking about the • This is to make audience aware - Statistics on the growing - Introduce algorithms and whole documentary, the of the history of the web number of people logging how it has been brought purpose - how social media beginning with web 1.0 -a onto social networking sites in as a new form in web ‘Social is controlling what detailed timeline like Facebook day by day. - Explain with animation • Animation shows information Media’ – information we receive, in coming out of a computer but - How this has increased over the use of a filter bubble Facebook, YouTube, the years and why? - we will show a before The Google, Twitter. none going in from the and after in Google audiencesHegemonic • Sociological theory of - The different types of social searches • Montage footage of people networking sites and which - Link it to socialPuppeteer interacting with different ‘upsurge’ in activism ones are the most popular networking – going in • Presenter highlights social forms of media – people on and why they appeal so much depth with the way networking – Facebook, their iPads, iPhones, to such a mass audience. Facebook tailor your Tumblr, Twitter, Social News, Blackberry’s, Laptops etc. Online Dating – how the web newsfeed has come to a revolution – - Reasons why social media and - Talking to the expert • E.g. internet, phones, TV… more democracy social networking sites make behind the industry ask if Including establishing shot • Leads to the Web 2.0 part of for the perfect tool used to they even know who of internet cafes (high the animation where control certain ideologies or tailors our algorithms, angles, low angles), a information comes in and out products within society. (Their who creates their ethics bedroom (with tech), train • Showing how YouTube gaines popularity aids their ability to - Being in sociological station (people on phones) users success and audience reach a wide range of people.) theories into ethnics – with close up of Wi-Fi allow them to grow or fail– the extent of our connecting. people gain great success - For example some marketers democracy • Public interviews on how they use certain social networking - To lead into next episode • Show case study of the boy feel about web 2.0 in Trafalgar sites or social media to go through why who killed his mum square promote their products by algorithms promote a mimicking the soap • Lastly web 3.0 with voiceover creating Pages for people to hegemonic form of social ‘Coronation Street’, with presenter explaining it like on Facebook. networking – just archival footage of news • Examples of Google search manipulates audiences broadcast. tailoring searches - On most website pages a use in the sites • Finish with expert interview share or like button will - Expert interview and and example of the way web appear. examples of what we see 3.0 is becoming omnipresent and what we don’t see
  • 101. Channel and TimeWhat channel would it be put on and why?Channel 4 because..• most of their documentaries target 17-34 yearold females• documentaries revolving media and technology• their documentaries have peaked to up to 8million viewers eg. Cutting Edge received 7.4 million
  • 102. Channel and TimeWhat time would it be on and why?9pm because..•audience have finished studying/work, children aresleeping etc, so they are available to watch it•there’s nothing explicit so the time doesn’t have tobe pushed further back