2. E4 is a British digital television channel, launched as a pay-tv companion to channel 4
Channel 4
• This channel was established on November 2, 1982 under the broadcasting Act 1980, to
provide a fourth television service to the UK and is funded by advertising.
• Channel Four had a clash of ideologies between ITV’s Commercial and BBC’s Public
Service approach which led to a compromise of ideas that led to channel Four.
• It is owned by Channel Four Television Corporation
• Channel four remit – a) demonstrates innovation, experimentation and creativity in the
form and context of programmes; b) appeals to the tastes and interests of a culturally
diverse society; c) makes significant contribution to meeting the need for licensed public
service channels to include programmes of an educational nature and other
programmes of educative value; and d) exhibits a distinctive character.”
• Regulated by Ofcom
• Owns E4, More 4, Film 4, 4 Music, 4OD (online).
http://www.channel4.com/e4
3. What are the characteristics of E4?
• E4 has become somewhat notorious for its strange promotion campaigns, initially
narrated by the 'voice of E4', Patrick Allen.
When was E4 established?
• E4 was first established on the 18th January 2001.
Who owns E4?
• E4 is owned by Channel Four Television Corporation
Channel Remit/Ideologies/Regulation?
• Due to E4 being apart of Channel Four, the remit, any ideologies and the regulation
remains the same as Channel Four.
Is it part of a conglomerate?
• No, but the channel is owned by the head company Channel 4
www.e4.com
4. Horizontal / Vertical integration:
Skins is horizontally integrated as
Possibility for cross promotion:
Skins is a cross promoted text as it is also accessed online on the E4 website as well as 4oD as
well as this Skins is also on Netflix.
How is E4 presented online?
It can be accessed online via the Channel 4 website, the E4 website or 4oD
6. SKINS
Skins is a British teen drama that followed the lives of a group of teenagers in
Bristol, South West England, through the two years of sixth form.
Who made skins? Director/Writer
• Skins was created by Bryan Elsley and Jamie Brittain
How many seasons/series?
• Skins is a drama of 7 seasons with 61 episodes.
When was it originally aired?
• Skins was originally aired 25th January 2007 – 5th August 2013.
• Series 4 ran on the 28th January 2010 – 18 March 2010, including 8 episodes.
Aired on which UK channel?
• It was aired on E4 (channel 4)
7. SKINS
Who are the target audience/demographic audience?
• The target audience for skins is mainly considered to be teenagers/youths of both
genders. However, it being aired on E4 which is mainly aimed at the lucrative 15–
35 age group would expand the target audience to older people.
Main themes of narrative?
• Drugs, Alcohol, Parties, Crime, Sex, Relationships, Friendship, Youth, Mental
Health/Eating Disorder.
Stereotypes of Skins
• Teen stereotypes of being involved with drugs, crime and youth. As the main
protagonists, Effy and Cook portray these main stereotypes very well. They both get
involved with drugs and alcohol, Cook especially commits the most crime;
vandalism and breaking the law as well as school rules.
Ethnic Diversity
• Ethnic diversity is shown in the fourth series through the character Thomas, who is a
black male from the Congo. However, he is the only main black character
therefore this could show tokenism.
8. SKINS
Gender roles / Representation
Male & Female, Teenagers
• Males: Cook, Freddie, Thomas and JJ are the main male characters in series 4 of skins
Depending on who the character is, Skins portrays different gender representations. With
Cook and Freddie the representation of males is shown negatively. Both these characters
take drugs and drink alcohol in and out of college, commit criminal offenses and show a
high level of aggression throughout series four and many others. However, in some
episodes, both these characters are also seen in a more positive way; Freddie shows care
and love for Effy and Cook, helps with this encouraging Freddie to fight for what he wants.
Thomas and JJ however show a much more positive
representation of males. They are seen as friendly, honest
and spiritual, showing care for others and always wanting
to do the right thing.
9. SKINS
• Females: Effy, Pandora, Emily, Katie and Naomi are the main female characters in
series 4 of skins.
The female characters in skins show both a negative and positive representation
throughout. Although they all take drugs which is seen as a negative representation, all of
these characters are different, showing aspects of the good and bad. The character Effy is
represented more negatively than the others, described as self-destructive, off the rails
and known to be quite slutty (through actions and clothing), however she is later
diagnosed with psychotic depression and tends to look for help from her brother, showing
her vulnerable side. Whereas Pandora is the more immature character who is sexually
naïve and doesn’t seem to be as ‘bad’ as other characters. Emily and Katie are twin
sisters, yet are both seen as quite the opposite other than looking the same. Katie is seen
as stereotypical, being fashionable, caring about her looks and being involved with boys a
lot. Finally Naomi, an idealist, passionate, political and
Principled character. Emily’s girlfriend who is represented in
Both positive and negative way. Although she shows love and
care for Emily, she does later cheat on her.
10. SKINS
Are there any subcultures represented?
Skins is a text that presents youth culture as the programmes main focus is on the lives of
teenagers, therefore the programme in itself is a subculture. But subcultures within this
subculture are displayed such as the drug subculture. The drug subculture is one that is
vey much involved with teenagers, this media text as a teenage TV programme
presents the stereotypical link between teenagers and drugs. Practically every teenage
character in Skins is seen to take drugs, even the nice normal or religious ones.
Reinforce dominant ideology?
11. SKINS
Audience Readings
• Preferred Reading
Skins is about a group of teenagers, wanting to do their own thing and live their life not
following the rules. Therefore, the preferred reading for this show would be that teenagers
would be able to relate to it; through their own experiences of college, growing up etc. As well
as adults being able to look back on their own experience of teenage life.
• Negotiated Reading
A negotiated reading for skins would be that teenagers understand what’s going on and enjoy
what they are watching but in somewhat can’t relate due to not doing some of the things the
characters in skins do, for example take drugs, drink alcohol and be involved with crime.
• Oppositional Reading
Due to this show strongly representing things such as drugs and alcohol, people who are
completely against this sort of stuff would have an oppositional reading. They wouldn’t enjoy
the show and would most likely never watch it.
12. SKINS
Uses and Gratifications
• Diversion: Skins can be used as an escapist text as it is entertaining whilst being an
emotional release from the stresses of everyday life as the programme depicts
teenagers to be having fun and getting into trouble.
• Relationships: Possible relationships could be formed between an audience member
and a particular character is possible through how likable a character is.
• Identity: A sense of personal identity can be gathered from this text as the primary
target audience of Skins is teens/young people therefore this demographic can
easily relate to the characters depicted in the show as they are of a similar age
group therefore will most likely have similar ideals to the characters.
• Surveillance: The text does present personal issues but as a whole does not present
world issues. Information about what is going on in the world is not really offered in
this text
