The document discusses several key media concepts: Genre refers to categorizing a text through style and form. Audiences recognize paradigms within a genre which create expectations. Narrative refers to the order of a story and whose perspective is shown. Representation involves how media portray realities and can spread stereotypes. Theories of audience explain how media messages are received and interpreted. Media language involves signs, symbols, and how filming techniques generate meaning.

1. 1b – Key
concepts

2. Genre
Genre is a way of categorising a text through style and form
A text is classified in a genre through the identification of key elements which occur in that text and in
others of the same genre.
These elements may be referred to as paradigms, and range from costume to music to plot
points to font (depending on the medium). Audiences recognise these paradigms, and bring a set of
expectations to their reading of the text accordingly
Two theorists in particular, (Steve Neale and Tom Ryall) were keen to stress that Genre was a 3 part
relationship between the text, audience and producer and that these 3 elements are linked - Often
referred to as Ryall’s Triangle.
In regards to my Media coursework my music magazine portray a clear R&B/Hip Hop genre due to the
codes and convention used such as the props and clothing and the artists used on the front cover such
as Eminem &Drake. When conducting my A2 Media coursework I will clearly portray a R&B genre
similar to the style of my music magazine through using the same artist and similar props and clothing.
Furthermore, the song is key in portraying the genre, by selecting a well known upcoming R&B artist
Jhene Aiko will allow me to do so.

3. Narrative
Narrative refers to the way the story of a film is told, as well as the actual story itself. This refers to the
order in which the action takes place. It is also important to consider where the audience is placed in
relation to the narrative and whose eyes we see the story through which isn’t always the central
character
The story establishes normality at the start,a dilemma is created and then normality is re-established at
the end. This ties in with Todorov’s theory that there is an equilibrium at the start (normality),
adisequilibrium in the middle (something to disrupt normality) and a re-found equilibrium at the end
(normality again) For example, in the music video “You Belong With Me” by Taylor Swift it is told in
linear , which during this music video there is a protagonist who is Taylor Swift, who leads the audience
through the music video as the main character. Most music videos have a protagonist.
Levi-Strauss encourages the idea of using opposites, for example “good” Vs “bad” or “evil” Vs
“innocent”. For example shown in Taylor Swift “You Belong With Me” shows the contrast in popular vs
unpopular children in high school.
In relations to my A2 Music Video, I will likely use my female Georgia as my protagonist leading the
audience in her side of the story. Using Levi Strauss theory I will create a sense of opposites through
good vs bad of the female and male relationship as she will be portrayed as the vulnerable victim in the
situation.

4. Representation
The media do not present reality they 're present it' they are representing things that have already occurred.
Representations are ideologies,meanings and value that are implicit in that presentation which clearly gives
great power and responsibility to media institution as they influence social attitudes to groups. As Stanley
Cohen believes creates a moral panic.
Representation brings about stereotypes of certain groups in society as stereotypes are used to enable an
audience to instantly identify and understand the meaning of a text. Often negative and occur when there is a
power inequality between members of society e.g men and women.
O'Sullivan states that underpinning most of the media, various powerful vested interests operate to ensure
that particular representations are manifested. As Chomsky argues that the media serve the interests of the
state and corporate power creating dominate ideologies.
Gramsci defined hegemony as the way in which those in power maintain their control. Dominant ideologies
are considered hegemonic e.g police are always right. Althusser argues that ideologies simply reinforce
common sense

5. Audience
The hypodermic model - the media ‘injects’ messages directly into the minds of the viewers/listeners/reader
Cultivation theory- As audiences watch more and more film and television, they gradually develop certain
views about the world, some of which are ‘false’.
Desensitisation- If we are exposed to too much violence, or too much blatant sexuality, we will become less
sensitive to real life violence and sexual behaviours. This theory draws attention to the volume of violence
and representations of sex in the media. It raises questions about the amounts of these representations we
should be witnessing.
Uses and gratifications- Blulmer and Katz Diversion stated individuals might choose and use a text for the
following purposes
-escape from everyday problems and routine.
-Personal Relationships - using the media for emotional and other interaction
-Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
-Surveillance - Information which could be useful for living eg weather reports,
In regards to my Media Coursework my target audience for my music magazine was young adults aged from 16-
24 and by having this in mind I target my audience using urban locations, slang words and current artist which
attracted them to buy my magazine. Furthermore my music video will similarly have the same target audience of
young adults who are most likely to listen to the type of music and be interested in connecting with the emotional
and relating to the storyline of the music video.

6. Media language
Examples of key terminology:
Representations
Institutions
Stereotype
Dominant ideology
Mise En scene
Convergence
Jump cut
●Semiotics-The study of signs and symbols, the literal and potential meanings. There are two identified orders of
signification,denotation and connotation. Roland Barthes
●Denotation - the literal or obvious meaning, description of what is physically seen or heard.
●Connotation- the potential or suggested meaning
Verbal/Non Verbal language
In Media areas such as television, radio and film the language is delivered and its context used are important
factors in the way meaning is generated for the audience.
This is in terms of body language : Gestures and actions. The meaning received by the audience is seen through
how the actor uses their body. During Television and Film what is on the screen has been chosen specific to
generate a series of effects and meanings. Specific camera angles and movements are chosen to tell the story
and meaning of that scene.

7. Media language
Examples of key terminology:
Representations
Institutions
Stereotype
Dominant ideology
Mise En scene
Convergence
Jump cut
●Semiotics-The study of signs and symbols, the literal and potential meanings. There are two identified orders of
signification,denotation and connotation. Roland Barthes
●Denotation - the literal or obvious meaning, description of what is physically seen or heard.
●Connotation- the potential or suggested meaning
Verbal/Non Verbal language
In Media areas such as television, radio and film the language is delivered and its context used are important
factors in the way meaning is generated for the audience.
This is in terms of body language : Gestures and actions. The meaning received by the audience is seen through
how the actor uses their body. During Television and Film what is on the screen has been chosen specific to
generate a series of effects and meanings. Specific camera angles and movements are chosen to tell the story
and meaning of that scene.