This presentation was created to show the obligations of writers acording to the codes and regulations for ethic and leagal.

1. UNIT 50 LO4
ASSIGNMENT 1
By Daniel Hans

2.  This PowerPoint is going to inform and demonstrate the
obligations of journalists. It contains information on social
and cultural awareness, representation, connotation and
denotation and also the different reading theory by Stuart hall.

3. SOCIAL AND CULTURAL
AWARENESS
 Social awareness means that you should know what is socially
acceptable from you in society and you should act in that manner.
 Cultural awareness means that you know the different cultures in
your community and you should respect and appreciate the differences.
 As a journalist you must be socially and culturally aware when
writing your piece as there are many ethical boundary's that potentially
you could cross.
 If you cross these boundary's you could cause offence to cultures or
social minority's.

4. EXAMPLE
 This is an example of where a journalist must
be culturally aware as he is writing about an
terrorist.
 Because of this he must aware of the Islamic
culture so he does not write something that sound
like he is accusing the Islamic faith of being full
of terrorists.
 This particular article also links to offence and
harm as if he did not use certain language people
may think he is saying Muslims are terrorists and
be offended.
http://www.mirror.co.uk/3am/celebrity-news/anton-du-beke-should-be-sacked-422781

5. REPRESENTATION OF RACE
 Race, ethnicity and colour are biological characteristics however
there are also cultural elements in those defining characteristics.
 Representation of race in the media can consist of stereotypes that
enforce a races portrayal, this could be seen as harmful as media
representation may be the only experience of a particular ethnic group
that an audience (particularly an audience of children) may have. Racial
stereotypes are often based on big events (Such as 911), these may
provide a child with a set of narrow prejudices which will affect the rest
of their lives.

6. EXAMPLE
 An example of an issue with representation of race would be
the BBC sitcom Citizen Kahn.
 This got a couple of complaints from the Muslim
community as they thought it was a false representation of their
race and could be considered racist.
 However it was done in a comic way for a comedy show, so it
was allowed by the BBC.

7. EXAMPLE
 An issue of race that was in the
newspaper would be the John terry
scandal.
 He was accused of being a racist
after using an offensive word
against a black player.
 The newspapers then reported
on this.
http://www.dailymail.co.uk/sport/football/article-2220039/John-Terry-racism-affair-harmed-Englands-reputation--David-Bernstein.html

8. REPRESENTATION OF
GENDER
 Gender is the basic category we use for telling the difference between
people, and it is a key issue when discussing representation. Many objects, not
just humans, are represented by the media as being particularly masculine or
feminine, particularly in advertising, and we grow up with an awareness of what is
'appropriate' characteristics.
 Again in the media you have to be careful how you represent gender as there
are stereotypes for them as well as race. A classic stereotype of women would be
that they are meant to be a house wife and cook and clean, however this is not a
accurate representation and would cause offence.

9. EXAMPLE
 In the media the representation of gender
in mostly stereotypical, but there is a fine like
to being stereotypical or sexist which is a
Ethical offence.
 An example of this would be adverts, one
in particular is the fairy liquid advert where it
features no men, giving the stereotype that it
is only women who use it for washing up.

10. REPRESENTATION OF
SEXUALITY
 Sexuality is another way of categorising people, there are 4 main
sexuality's, gay men, gay women, straight people and bisexuals.
 As with any representation of people there are stereotypes, gay
men have a stereotype of being extremely feminine and like fashion
where as lesbians have a stereotype of being butch or manly.
 In some cases this may be true but when representing them in
the media you must be careful how far you present the stereotype

11. EXAMPLE
 Another example in journalism is when Elton John
wrote about the appalling treatment that gays get in
Ukraine.
 In this article it shows that the representation of gays
is that they want freedom to express them selves and be
proud of who they are.
 If another journalist were to write about this he would
need to consider what words he used so he would not be
accused of being bias or homophobic if he offended the
gay community

12. EXAMPLE
 Another example of  However the role of a
sexuality is how the represent journalist can do the opposite as
straight women. with princess Kate, they bring
her across in a very elegant way
 Journalists have over time
as she is the future queen and
modified Katie prices image
could be an ethical offence to
by presenting her in a very bring her across as a sexy
sexual way, as you can see, in model, as which the French
this picture she is being press did when they snapped
brought across in a very sexy topless photos of her.
way.

13. CONNOTATIONS
 dentations are the literal meanings of words or objects.
 The denotations of a dove could be is a white plump bird.
 The opposite to a denotation is a connotation, this is the
meanings behind of words or objective, in this case the
connotation of a dove is religion or peace.

14. EXAMPLE
 An example of use of connotation in my own print work
would be the front cover image of my Mixmag article.
 This is because Adam Who was dressed in a onesie.
 The denotation of this is that he like to wear onesies as it
states it in the magazine, but the connotations are that he is
fun and wild and not afraid to be different.
 I created this connotation by making up the fun loving
Adam who and then thought how I could show this through a
picture and thought a onesie gave him that meaning.

15. CREDIBILITY
 Credibility is the term used when describing how reliable
and believable something is.
 In media this term is used when talking about research and
sources.
 An example of this would be evaluating sources when I did a
documentary unit, I had to find the source and then think
whether it is reliable and believable in terms of credibility.

16. EXAMPLE
 Another issue surrounding this story
would be that is it credible due the fact
that it was off camera. The only way that
this could have became a story would be
from the word of a witness.
 We now know that this story is credible
as he himself admitted that he used a
racist term and apologised.

17. READABILITY
 Readability refers to how well you can read a piece of text.
 This is based on a couple of factors which are, language
used, punctuation, grammar, spacing, paragraphs and spelling.
 An example of this would be that a music magazine would
be more readable than a Shakespeare script as the vocabulary in
a music magazine would be up to date English words which
people to day could read easily, however in Shakespeare it uses
old English which people today would have difficulty reading.

18. EXAMPLE
 In my own copy for my Mixmag article
on Adam who I had to change the language
and vocab used to suit the target audience I
was aiming for as they would read it a lot
better.
 Also I changed the spacing and
paragraphing to follow the conventions of
Mixmag as if they do it then it must be
readable to their target audience.

19. ALTERNATE READINGS
 The encoding and decoding theory created by Stuart Hall says there are 3 different types of
readings, these explain how the audience perceive a piece of media.
 The 1st is preferred reading, this is when the director makes a media piece with a meaning
that he wants to bring across. The audience also see’s this meaning and agree with it.
 The 2nd reading is negotiated. This is when the audience partly accepts the preferred
reading and agrees with the author, but sometimes have their own opinion and modify it in a
way which reflects their own social position.
 The 3rd is oppositional. This is when the reader is at the opposite of what the encoder is
trying to bring across with the preferred meaning and they completely resist it and make
they're own meaning.

20. EXAMPLE
 An example of alternate reading would be a music review of a band.
 The preferred reading would be that the band that is being written about
is good and you should listen to them. This would be because the reader
likes that type of music.
 The oppositional reading would be that yes they have some good song
but I wont listen to them a lot. The reason for this would be that they can
stand the type of music but like other things.
 The negotiated meaning would be that they dislike the band and wont
listen to them. This could be because they hate that music or they don’t like
being told what to listen to.