1. The document discusses different aspects of digital media sectors and audiences such as media sectors like film, magazines, music, and their major companies. 2. It also discusses concepts like analogue and digital media products, the three stages of production, marketing, distribution, and exhibition. 3. Research methods like primary and secondary research, quantitative and qualitative research, and demographics are explained. Key theories like uses and gratifications theory and hypodermic needle theory are also summarized.

1. Unit 1:Digital
media sectors
and audiences
By Dayan Ali syed

2. Media sectors
Media sectors are sectors or fields which produce different kinds
of media texts like film,magazine,music and etc.Digital media
production is divided into many sectors which are producing
there specified different kinds of media

3. Film (companies)
Warner bros-one of these movies is the “dark knight rises”
Disney-one of there biggest movies “frozen”
Marvel-one of there movies “doctor strange”

4. Magazines
Bauer Consumer Media Ltd-it makes the empire magazine
Conde nast britain-makes a lot of magazines but one of the
most famous magazine that it makes is the “vogue”

5. Music
T-series- they have made a lot of music albums for bollywood movies like
Atlantic records- they record songs for one of the most famous singers of the famous like
david guetta,wiz khalifa and many more.

6. News paper
The guardian newspaper-has all kinds of articles in it like sports ,politics etc
The sun newspaper-also tells about everything like sports and etc
The daily express-one of the most famous newspapers with all relevant information

7. Radio
Global Limited- it owns the capital fm and classic fm
which are one of the famous radio channels
BBC RADIO- it's operated by the british government
and is also very famous

8. Tele vision
Home box office inc.-it owns HBO which is a really famous channel among the young
people
.Cpt holdings inc.-it owns the AXN channel
Sky- they own all sky channels which are used worldwide

9. Video games
Rockstar games-They made gta(grand theft auto)
Ea sports ltd -they make all the best an top video games like fifa,nba and cricket

10. Analogue and analogue platforms
Analogue text is a text which you can operate physically which means that you can
touch it like a newspaper,magazine,radio,terrestrial tv and many more.

11. Digital media products
Digital media products are things which are computerized and you can operate them
only by electronic devices .like phone,computer,laptops,video game consoles,tablets
and ipads.

12. Production(All three stages)
Pre-production-it's the first stage and it's the planning and designing of the media text
like ,market research,budgets,scripts and story board(series of images)
Production-is basically the working on the planning and designing as its the making of
the text like filming or shooting,recording audio,programming or writing codes(if its the
making of a game or website) and taking photographs.
Post production-it's the last stage and it's the editing of that particular media text so
basically its purpose is to give the final touches to the media text like adding special
effects ,altering sounds,testing the product by alpha and beta testing and if there's a
problem in the product its re programmed correctly.

13. Marketing
Marketing is the promotion of the media text by advertising it and you need marketing
for everything that you are going to sell .you do marketing on different ways like by
trailers for films and games,posters,billboards,websites,social media and by reviews
from people.

14. Distribution
Distribution is releasing of the media text or distributing it to the audience.The
distribution is done in different and lots of ways so the media text can actually be
distributed to all the audience.The distribution is always done on two different platforms
analogue platforms and digital platforms.This can include cinema,cds,dvds and many
more .

15. Distribution platforms(
analogue)
cinema,TV,print based,phone and tablet applications,
newspapers , magazines

16. Distribution
platforms(digital)
TV,digital downloads,phone and tablet
applications,CDs and DVDs,

17. Exhibition
Exhibition is the consumption or use up of the media
text by the audience.It being used basically means to
read or watch the media text so it also involves on how
the audience or people who have observed the media
text react to the media text.A media text always have a
message that's what is given on to the audience.That's
what counts because it is the message which causes a
reaction from the audience by making an impact.Every
message leaves an impact on the audience ,the impact
can be positive and negative but it's the impact which
causes a reaction from the audience and has an
influence on them and maybe that impact on the
audience can change the point of view of the audience
on that particular thing.

18. Synergy
Synergy is the interaction of elements that when
combined produce a total effect greater than the sum
of elements.In terms of media,synergy is the release of
a brand on different media platforms.like harry potter
is a brand it was first released as a book than real films
and animated films were made,than video games of it
were also released and it's soundtracks were also
made and released.The advantage of using synergy is
that it increases the brand image and and the target
audience,if synergy works it provides more money to
the provider than just releasing the brand on one
platform.

19. synergy(example:Harry potter)
Book real film animated series
Video game Theatre shows soundtracks

20. Convergence
Convergence means to add up two or more things together.In terms of media it refers to the unification
of different platforms together which were once separate.
Example:laptop has got all the following features
internet games e-newspapers
Applications online films
Music players ebooks

21. convergence
Convergence is successful due to the internet because people can now access to the
variety of media platforms using internet .convergence has now moved the control
and power to the consumers than to the producers because convergence allows the
consumers to produce the media text and share it publicly on social networks this
makes the consumers “ prosumers which means that the people can consume and
produce the media text now,because of convergence.Due to all this the audience
don't have to rely on the mainstream media institutions or networks for information
or anything.

22. Advantages of convergence
1-)quick and easy to access
2-)audience have more choice and control over the media
3-)the devices that access convergence are called smart devices and they are quite portable which
means that they are easy to carry.(portability)
4-)you can actually customize or personalize your smart devices the way you want them to be by
changing your profile avatar,background and etc.(customization)
5-)The smart devices quick and easy to use.(immediacy) 6-
)convergence allows everyone in the world around the world to connect together breaking all the
local and international boundaries.(connectivity) 7-
)communication between producers and consumers(interaction)

23. Disadvantages of convergence
1)the smart devices require internet for the access to convergence.
2)convergence makes the audience lazy by helping them doing all their activities online like
shopping,watching movies and etc.
3)the social life decreases and isolation takes place ,this kind of isolation is called social isolation.
4)due to convergence sometimes companies lose money as there are some people who leak
movies on online websites due to which people see the movie online and don't go to the cinemas
that much .

24. Audiences
Audiences are the consumers or users
of the media texts hence they can be
divided into two major kinds
individual and and group audiences

25. Individual audiences
Individual audiences are the audiences which engage with a media text on there own
being alone.Advantages of individual enjoyment include privacy ,convenience and
control.Examples of engaging with a media text alone are like reading a book,newspaper
and playing a video game alone.

26. Group audiences
Group audiences are audiences which engage with a digital media product with
others.Advantages of group audiences or group enjoyment include social
interaction,competition,belonging and sharing.Examples of engaging with a media
text with others are watching a movie in a cinema,playing video games with friends
and etc.

27. Audience segments
Audiences can also be segmented into primary or secondary audiences
Primary audiences:
it's the main target audience which the media text is aiming to target
Secondary audiences:
it's that audience which is not targeted but still that audience may consume
the media text with the primary media text.

28. Example
The primary audience for toy story are kids and all the children but still there parents
may watch it with them and that's why they are the secondary audience because
they are not the main target audience but still they can consume a little bit of that
media text.

29. Audiences(types)
All audiences can be divided into two kinds of consumers,Passive and active consumers.
Passive consumers:
They are the consumers which are passive which means that they are not physically
interacting with the media text like reading a book and not reacting to anything physically
that we are reading.
Active consumers:
They are the consumers which are active which means that are interacting with the media
text which they are consuming like playing a game and reacting to everything which is
going on in the game.

30. Audiences
Audiences are given the right of personalization now
which makes the media personal to the user or
consumers by log-ins,avatars and many more.audiences
have the choice now so gives them the power and
control over the world media.

31. Hypodermic needle theory
This theory claims that the media injects biased and subjective information into the
minds of the audience by showing the audience only one side of the story and
basically what they want the audience to see.As a result this biased and subjective
information can influence and change the behaviour,beliefs and point of views of
people.

32. The uses and gratifications theory(1974)
It's about Blumler and katz idea about how audiences use media texts to satisfy a certain need.
These needs include ………..
Diversion
personal relationships
personal identity
surveillance

33. Diversion and personal relationships
Diversion is the need to for the consumer to escape normal life routines and consume a text like
playing a game on any console and reading a book .
Personal relationships is when you find or you compare your relationship with relationships in tv
shows,films and etc like watching a reality tv show and comparing your relationship with someone
to a relationship in the show .

34. Personal identity
Personal identity is reflecting and finding oneself and a character or celebrity like
watching a tv show,movie or any kind of media and reflecting ourselves to one of the
characters like watching batman,reality tv shows(britain's got talent,x-factor and the
voice),desperate housewives and theatres.

35. Surveillance
Surveillance is the part of the needs that the audience needs to satisfy themselves from
media.surveillance is the need for information like watching news channels,documentaries
and many more like if you wanna know about what's going on around the globe you just
go and check around the news channels and can get the latest updates about everything.

36. Regulation

37. Regulatory bodies
The regulatory bodies are organisations with people whose aim is to safeguard the
public from offensive material/content on media.These organisations are supervisors
of the content of specific media for the normal people on a whole.
So they work to ensure that all the content which the public is watching or
consuming is suitable for all age groups and the audience on an whole scale.like they
check a certain tv show that if it's clean from violence,racism,sexism and all bad stuff
then they state it as clear and censored.

38. Regulatory bodies
Advertisements -The advertising standards authority(ASA)
Films-The british board of film classification(BBFC)
Television and radio-The office of communications (OFcom)
Video games-Pan european game information(PEGI)
Newspapers and magazines-independent press standards organisation(IPSO)

39. The watershed
The watershed is a particular time everyday which is for material which are not suitable
for children.
The watershed policy has been bring in progress by the regulatory body called OFcom,
the watershed is everyday and particular time set when all the children are asleep
which is from 9:00 pm to 5:30 am as kids usually asleep during this time that's why this
time has been set up by OFcom so kids don't watch content which is explicit and not
suitable for them.By saving the children from bad material or content the watershed
acts as a partner for the parents who always want to keep their children safe from all
the bad content.

40. Research
methods

41. Primary and secondary research
Primary-primary research is done or used to obtain new/fresh and original data.this
can be done via groups,interviews,different observations and questionnaires with
answers.
Secondary-it's the use of secondary data which means that it involves the use
existing data and information which can be fake.This can be found in books,on the
internet,encyclopedia and journals.

42. Quantitative and qualitative research
Quantitative - This research involves and is based on measurable facts and
information which produces numerical(numbers) and statistic data(countable
values)
Qualitative- This research is not based numbers and countable values whereas
based on opinions,reviews,attitudes and references.it is always exponential and is
done and found in words.

43. Demographics
This term is used for the research and the study to know the nature of the audience
by studying on to the following factors :
Age
gender
ethnicity/race
social class(upper class,middle class and lower class)
occupation/employment status and for kids it is being students
locale(which city,which county and which town do they live in)

44. Media institutions
The media institutions have to create audience profiles using demographics to put
and specify them into different groups in the society.
These groups help all the institutions to aim a specific group in society according to
specific media products.This helps the institutions to focus on the actual target
audience.

45. Audience behaviour and psychographic
profiles
The media institutions know that the audiences need and behaviour is constantly
changing due the institutions are always tend to meet their needs all the time before
their competitors do it.These institutions must be aware of their audiences
desires,intentions,needs and opinions.They have to find all this out by studying the
behavior of the audience and this is called psychographics and this helps the media
institutions to the group the according to their needs,interests,desires,opinions and
behaviour.This then helps the media institutions to make a media product according
to a particular group of audience.

46. Some institutional rivalries
Fifa(EA sports) vs pes(konami) battlefield(EA dice) vs call of duty(infinity ward)
marvel(disney) vs dc (warner bros.)

47. Stylistic codes

48. codes(denotations and connotations)
Codes are signs or symbols within a text that a reader is supposed to read .There are two
kinds of codes denotation and connotations.denotations are the codes that are obvious
which a consumer will find and identify as he will see a picture like if anyone sees a picture of
a man running the denotation of it would be that the man is running that's what a consumer
or viewer will identify quickly but the connotation of it would be the reason behind the man's
running.connotations are codes with deeper meanings which are concealed in a picture and
we can find out connotation by looking at the background in a picture,the subjects in the
picture, the facial expressions and the clothes of the people in the picture so the connotation
of the man who is running can be that maybe that man is chasing someone or he is running
from someone and maybe he is doing excercise.

49. camerawork
Video based media always apply some camera techniques which are an extreme
wide shot,wide shot,mid shot ,medium close up,close up and extreme close
up.Extreme wide shot is done to to show the whole environment in the scene as a
primary focus and the people in it as secondary focus,wide shot is done to show the
background the whole figure of the subject( the subject is usually a person),a mid
shot can be used to show more than one subject at the same time with a closer view
to show the connection (also called a two shot sometimes),a medium close up is
used to the hand gestures and movements of the subject of that shot,a close up is
used to show the facial expressions like the lips movement and etc and a extreme
close up is used the the eye expressions and the eyebrow movement of the subject
which tell what he/she is feeling.

50. Extreme wide shot wide shot mid shot(also called a two shot)
Medium close up close up extreme close up

51. Editing
Editing is the technique of changing ,altering and adding some certain elements.
A key theme relating to editing is a narrative .
A narrative is basically the way a story is told or the way the events in a story are
arranged chronologically (something are arranged in the order it had happened)

52. Editing
open-ended= it's a storyline that is left incomplete,also known as the cliff hanger
closed= it's a storyline that is left complete,with no questions unanswered .
linear= events in the storyline unfolding in a chronological(how they actually
happened with the time ) order
Non- linear=events in the storyline unfolding in a non-chronological order

53. mise-en -scene
It is the visual style of a text actually the way the text looks like.It involves the
construction and the arrangement of all the visual elements seen on the screen
which give a look to the scene tell where is it happening,what is it about and etc.
Visual elements:
colour,costumes,hair/makeup,lighting,props,setting and mainly of course the
characters.

54. mise-en -scene(lighting)
Lighting is really important for mise-en-scene as it can convey specific meanings and
messages and this can be done by the level of the lighting and by the colour of the
lights.LOW KEY LIGHTING and HIGH KEY LIGHTING are done to show different
situations.LOW KEY LIGHTING is the use of dark lights to show silence,sadness , dark
shadows and creepiness,it is usually used in horror movies.HIGH KEY LIGHTING is the
use of bright, glowy lights to show good,pure and the most important happiness,it is
usually used in funny movies,sitcoms and also in tv serials.

55. High key and low key lighting
example
low key lighting high key lighting

56. Sound
Sound is the different types of audio that can be heard from media text.
Diegetic sound:sound that comes from the texts world which all the characters can
also hear with the audience also hearing like a dialogue,asynchronous sound(like a c
dogs barking,a car's horn in the background)
Non-diegetic sound:sound that is from outside the texts world for example like some
extra edited sound or music that the characters can't hear but the audience can not
hear and it can also be a narration