This document provides an overview of different aspects of digital media, including sectors (films, video games, television etc.), companies within each sector, the production process (pre-production, production, post-production), distribution platforms, audience analysis, regulatory bodies, and research methods. Key terms related to visual codes, sound, and editing techniques are also defined.

1. Unit 1:
Digital Media Sectors and
Audiences
Ruben Sandru

2. Media Sectors
Digital media products has differents sectors within the creative industries, such
as :
● Films
● Video Games
● Television
● Magazine
● Newspaper
● Radio
● Music
● Web

3. Films
Walt Disney is a film company the has made The Lion King
(1994) and The Snow White (1937)
Warner Brothers is a film company the has made Hobbit
(2012) and Harry Potter (2001)
20th Century Fox is a film company the has made The
Croods (2013) and DeadPool (2016)

4. Video Games
Rockstar is a video game company that has made Grand Theft
Auto San Andreas (2004) and Grand Theft Auto V (2013)
Nintendo is a video game company that has made Super Mario
World (1990) and Pokémon Omega Ruby and Alpha Sapphire
(2014)
Valve is a video game company that has made Counter-Strike:
Global Offensive (2012) and Half-Life (1998)

5. Television
BBC is a TV company that has made this programs BBC 1 -
BBC 2 Doctor who (since 1963)
Walt Disney is also a TV company that has made this programs
Disney XD - Disney Junior - Phineas and Ferb (2007 - 2015) -
Ultimate SpiderMan (since 2012)
Sky is a TV company that has made this programs Sky sports 1 -
Sky 2

6. Magazines
Condé Nast Britain is a magazine company that
has made Vogue and Glamour
Hearst Magazines UK is a magazine company
that has made Men’s Health and Women’s Health
Haymarket is a magazine company that has
made Stuff Magazine

7. Newspaper
News Group Newspapers Limited is a newspaper
company that is making this issues The Sun and The
Sundays Time
Guardian Media Group plc is a newspaper company
that is making this issues The Guardian and The
Observer
DMG Media is a newspaper company that is making
this issues Daily Mail and Metro

8. Radio
BBC is also a radio channel that has BBC Radio 1 and BBC Radio 2
Global Limited is a radio channel that has Capital FM and Classic FM

9. Music
Almighty Records is an electronic music recorder company. They have remixed
with Katy Perry, Rihanna and others famous singers
Anjunabeats is a British record label

10. Digital Platforms
Digital is something that is electronic or computerised that you
can’t touch it.
Examples of digital platforms are:
● Digital text for example E-magazines and E-newspapers,
● Digital posters,
● Digital games such as online games
● Online movie stream.

11. Digital Platforms
Devices that can access digital platforms are:
● Smartphone
● PC/Laptop
● Tablets
● Game Consoles

12. Analogue Platforms
Analogue is something physical that you can touch and feel.
Examples of Analogue Platforms are:
● Analogue Radio
● CD or DVD
● TV
● Cassette Tape

13. Production
They are three steps of doing the production:
● Pre-Production
● Production
● Post-Production
PRE - PRO - POST

14. Pre-Production
Pre-Production is the planning and the design of a media text
Examples:
● Market research is when you research about your the
media text you want to do for example if you want to do a
horror film you have to watch one to have information
● Budgets is when you pay the actors, equipment,
cameraman etc.
● Script is a sheet with the dialog for the actors and
● Storyboard/Layout

15. Production
Production is the making of a media text.
Examples:
● Filming
● Recording audio
● Programming/writing code
● Taking photographs
● Computer Generated Imagery (CGI)

16. Post-Production
Post-Production is the editing of media text
Examples:
● Adding special effects or sound effects
● Altering sound
● Testing followed by re-programming (video,
games, websites)

17. Marketing
Marketing is when you advertise a media text or product.
This can include…
● Trailers (cinema, DVD, online, radio, TV)
● posters /billboards
● Websites
● Social Media
● Review

18. Distribution
Distribution is when you give out your media text to your audience.
Media texts are distributed by analogue or digital platforms
This include …
● Cinema, TV
● CDs, DVDs, Blu-Rays
● Digital downloads
● Phone and Tablet application

19. Exhibition
Exhibition is the using of media text by the audience.
A part of exhibition is giving to you a message.
Every media text have a message to the audience for example Finding Nemo, the
message of this film is you should listen to your elderlies.
A media text will always have an impact on the audience for example changing
the way you talk or the way you dress.
This impact can be negative impact or positive impact.

20. Synergy
Synergy is the releasing of a brand with different media platforms. Synergy is use
so the companies can increase the brand’s image.
Examples: Lord of the rings
Book film Animated film
magazine

21. Convergence
Convergence is the unification of platforms that were once separate. Because of
internet now you can choose what you want to do and watch different media
sectors. You can listen music, play games, read news, watch tv all this in one
smart device. Before if you want to listen music you had to buy a record player
and separate vinyl, if you want to read a newspaper you had to buy one.
The provides used to have power but now the users have the power because now
you can choose which media sector to watch or read. The internet gives us
choose what to do.

22. Convergence
Music
Games
Films
Internet
Newspaper
Phone

23. Impact of Convergence
Convergence has had a wide range of effects on producers and consumers,
including:
● Immediacy: increased speed; instant messaging; on demand media, is a lot easier.
● Access: no longer exclusive, inexpensive, allows amateur media-making; democracy, you
can access to everything
● Convenience: free or cheap; you can use it anywhere in the world; user-friendly
● Portability:easy to move and flexibility
● Connectivity: you can talk or connect with other people around the world.
● Interaction: communication between the producers and consumers
● Personalisation: avatars and social networking.

24. Audience
Audience are the consumers or users of a media text. They can be made up of
individuals or as a group.
● Individual: engages with a digital media product alone. The advantages of this
are that you have privacy, control.
● Group: engages with a digital media product with others. The advantages are
that you share, social interaction and competition.

25. Audience
Audience is also segmented into primary and secondary audiences
Primary: The main audience that media text is targeting.
Secondary: An audience that is not targeted but, they may still consume a media
text.
Examples of Adults Jokes in Cartoons: In toy story When we first meet the
incredibly innocent looking Bo Peep, she pulls Woody closer with her hook and
cheekily says “What do you say I get someone else to watch the sheep tonight”,
clearly implying something much more naughty.

26. Audience
Audience can be also active or passive consumers
● Active: The audience interact physically with the product. Examples: playing
video games on your PC or Consoles.
● Passive: The audience does not interact physically with the product.
Examples: watch TV or Films.

27. The uses and gratifications theory (1974)
Blumler and Katz’s idea was how audience use media text t satisfy or enjoy a
certain need.
These needs include:
● Diversion is when you need to do something different to escape from the
everyday life. E.g reading a book or playing video games.
● Personal relationships is the substitution of personal relationship by watching a
movie or having a virtual girlfriends or boyfriends.
● Personal identity is finding oneself reflected with another character celebrity e.g.
be Bruce Lee
● Surveillance is the need of information e.g. watching news

28. The Hypodermic Needle Theory
● The Hypodermic
Needle is an idea that
claims the idea
‘injects’ biased or
subjective information
into the minds of the
audience.
● This can influence the
beliefs and behaviour
of the audience.

29. Regulation
Regulation bodies are an organisation that makes sure to safeguard the public
from offensive material. (recommended age for video games and movies)
This use because it may influence the kids or any person by acting racist with
other people, acting violent and be sexism.

30. Regulatory Bodies
PLATFORM ORGANISATION
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)

31. The watershed
● The watershed is the time when TV programmes that contain material
deemed unsuitable for children can be broadcast.
● The set time begins at 9 pm and ends at 5:30 am.
● The watershed exit to protect the children from films such as horror films etc.

32. Research Methods
Primary research is used to make a new and a original data. This includes
interviews, observations and questionnaires.
Secondary research is used to get information by using someone's primary
research such as books, encyclopedias, journals and on the internet.

33. Research Methods
● Quantitative research is based on
measurable facts and information that
numerical and statistical data e.g.
show the percentage
● Qualitative research is based on
opinions and preferences. It involves
in-depth studies of thoughts and
behaviour

34. Research Methods
‘Demographic’ is the details of a person. Demographic is also called Profile.
Examples:
● Age -15
● Gender - Boy
● Ethnicity - Romanian
● Social Class - Middle Class
● Occupation/employment status - Status
● Locale - London, Ilford

35. Research Methods
● Media institution create audience profiles in order to create different groups in
society.
● These groups are created so media companies can aim specific products to
specific groups (e.g. Disney films for children, as well as their parents).

36. Research methods
● Media institutions understand that audience demand is constantly changing.
● Therefore, the media institutions are always under pressure to meet their
audience’s demand before their competitor do.
● These institutions must be aware of their audience’s desires. They tend to
find this out by studying their behavior and grouping them according to their
psychographic profile.
Psychographic profile: the study of a group’s interests and opinions

37. Research methods
● Institutional rivalry examples:
Disney (Marvel) vs Warners Bros. (DC)
EA Sports (FIFA) vs KONAMI (PES)
Apple (iPhone) vs Samsung (Galaxy)

38. Codes
Codes are sign and symbols within a text that a reader is supposed to read.
● Some codes are obvious (denotation)
● Some codes are concealed and have a deeper
meaning (connotation)

39. Camerawork
Video-based media will apply certain camerawork techniques, including:#
Extreme wide shot Wide Shot Medium Shot
Medium close up Close up Extreme close up

40. Mise-en-scène
Mise-en-scene is the the background of a movie and how is it set.
It involves the construction and the arrangement of all of the visual elements seen
on the screen, including…
● Colour
● Costumes
● hair/make-up
● Lighting

41. Lighting
Lighting is an important aspect of mise-en-scene, as it can convey specific
meaning and feelings.
This can be though the level of lighting, or, the colour of the lights

42. Lighting
Low key lighting examples:
● Horror films
● Action films

43. Lighting
High key lighting examples:
● High school musical
● Friends

44. Editing
Editing is when you change or add certain elements, such as…
● Cutting scenes
● Changing colour schemes
● Adding CGI
● Adding visual effects or sound effects.

45. Editing
Open-ended is a storyline that is left incomplete, left with a question.
Examples:The Hobbit: The Desolation of Smaug (2013)
Captain America: The First Avenger (2011)
Closed is a storyline that is left complete with no question.
Examples:Logan (2017)
Suicide squad (2016)

46. Editing
Linear is an event that’s going forward in time, normal time, chronological
order.
Examples: Batman Begins (2005)
Non-linear is an event that’s going back and forward in time, non-chronological
order
Examples: The flash

47. Sound
Sound is the different types of audio that is hear in a media text such as Videos,
Films etc.
Diegetic sound is sound that comes from inside that world such as dialogue.
Non-diegetic sound is sound that comes from outside that world such as music in
the background, narrative.

48. Sound
Synchronous Sound
- When an action and a sound matches an action within the video.
Asynchronous Sound
- Is sound that is suitable to the content, but may not be used in time with the
action