Case study exam question

"Audiences are no longer just consumers of texts, but producers too" - To what extent is this true of the media products in your case study?
Remember to reference your case study research throughout, and provide a number of specific examples across all 3 platforms for each of your texts.

The area I have studied is children’s programming; the three products I have chosen are: SpongeBob Square pants, Ben10 and Hannah Montana. All of these products operate on the three platforms that are: print, broadcast and e-media. In this essay i will be exploring how the audience of my case study products participate and contribute in the media products making.

Mini-question, Ben10: How do the audiences of Ben 10 magazine participate in new characters that are put on the show?

After the movie Ben10- Ultimate alien the Ben10 magazine launched a competition were participants had to design their own “Ultimate Alien”. The best entries were then uploaded to Ben10 website and had the details of the author next to it. This shows that the consumers of Ben10 products (the movie and magazine, or just the magazine) get to create new monsters for the show that are featured on the e-media platform of the Ben10 products. This is also a key example of how the 3 platforms print (the magazine), broadcast (the movie), and e-media (the website) that Ben10 is on are linked, how they exist on each of these of these platforms, and how they use each to make consumers use the other platforms; for example consumers of the magazine that have seen the competition and want to enter may want to watch the movie and then go on the website to see other peoples entries.

The official Ben10 website allows users to create their own Ben10 game were they can chose their own custom layout, background, objective, “bad guy”, obstacles and much more. They then can save their custom made unique game and share it with friends, that friend can then try and complete their friend’s custom game.  The user can also save their version of their game and edit it later. When the user is happy with their game and all aspects of the game they test their game to prove it can be completed, then they can go on to send it to cartoon network via the internet for free, and if the game is approved it is published in the gallery so anyone that has access to the internet can go any play on it. This has been extremely success with over 120,000 unique games accepted and in the gallery and those games have collectively been played over 57 million times. Once the game has been played they can be rated and have a difficulty level; they are also put in categories, such as: water hazard games, newly uploaded, most popular, etc.

A way users can use e-media is by making Ben10 groups and fan pages on social networking sites and on the internet.

Mini-question, Hannah Montana: How does the Hannah Montana website let the user create different outfits for Hannah Montana?

On the Hannah Montana website user can create different outfits for Hannah Montana characters using a variety of tops, jeans, shoes etc that they can customise in several different colours. Then the user can use their custom “Hannah Montana” or whichever character they had chosen and customised in different games on the website.

Another way users can use e-media is by making Hannah Montana groups and fan pages on social networking sites and on the internet.

Hannah Montana fans also use e-media to create “wiki’s” on the show. These are when they make pages online or as part of a Hannah Montana wiki site where they put information on different characters, locations used and different episodes. These often have links attached to them have tell users about the Hannah Montana products on all the platforms (print, broadcast and e-media)

The print platform for Hannah Montana is their magazine, and one example of how they made their users into creates of media texts is, they had a competition were people had to create their own custom “Hannah’s” and send them. It also advertised the Hannah Montana website as people that wanted to enter the competition and weren’t good at drawing could go on the Hannah Montana website and print of stencils of Hannah Montana and colour them in, then  send them in. The winner had their picture feature in the magazine in a later week.

Mini-question, SpongeBob: How does SpongeBob use e-media to create different comic strip situations?

An unofficial SpongeBob website allows users to create a mini comic by allowing them to make a comic strip; they can use a variety of different characters and backgrounds and can edit the speech bubbles that come from the characters on the comic strip to create different situations. This is a simple way to make users creates of SpongeBob texts and also in a way advertising for the SpongeBob magazine as user that like making SpongeBob comic strips will probably like comics as a whole and therefore may want to buy a the SpongeBob.

Another way users can use e-media is by making SpongeBob groups and fan pages on social networking sites and on the internet.

SpongeBob e-media audience have also created many games which have been posted on unofficial SpongeBob websites. This is an example of user generated contents as users of SpongeBob texts have created games were different characters from the SpongeBob show are featured and have to do things that are often typical of that SpongeBob character.

One of the unofficial websites has a game called “SpongeBob square pants dress up game for girls”. This not only allows users to creates different outfits for SpongeBob but also attracts and secondary audience of the show that the show may be having difficulty trying to attract (girls).

Another way fans of SpongeBob square pants have became creators of SpongeBob things is by making SpongeBob themes. On the internet people have uploaded thousands of themes for social networking home pages, mobile phone theme and even theme for your personal computer (home page, menu, screensaver).

Lynx dry advert

Codes and Conventions: Media Form

How does the text follow the codes and convention of an advert?

It follows the codes and conventions of an advert as it has several shots that show the product and it shows the company’s logo at end, and also says the products name and what it does. Also it exaggerates the effectiveness of the product in a way in which the male target audience would want the product to work for them.

The advert also uses quick cuts and quick music; this keeps the viewers attention and also makes them want to watch the entire advert to see what happens to the protagonist and see where he ends up; and also to see what is being advertised.

Representation

How are people and places represented in this advert?

The advert uses alternative ideology when showing both genders. They do this by showing men to be weak, powerless, victims that are also shown to be inferior to women. The women in the advert are shown to be superior to men in this advert as they are shown dragging the male in the through the city. There is also voyeurism uses in this advert as the male target audience will find the female “mermaids” attractive and sexy.

The advert is shot in an urban area that looks like a city, this is because the main target audience live in cities and therefore they can relate with what’s happening in the advert and the location shown in the advert and may also be able to imagine what happens in the advert happening to them.

Audience

What techniques does the advert use to appeal to its target audience?

The advert uses attractive women in the advert to appeal to its male target audience. They make it seem as if they use their product will make them seem irresistible to sexy women just like the male shown in the advert; this is the desired effect of the product by the target audience and therefore is very effective as the advert shows the product to be successful, which makes the audience want to use it and therefore buy it.

They also use a protagonist that is somewhat similar to the target audience. In this advert the protagonist is a young white male. Also the way he is dressed makes him seem like he does not get a lot of girls and in the advert it is the complete opposite; this makes people that are similar to him may want to buy the product as they hope it will achieve the same results with them.

Institution

What does this text tell us about the media institutions involved?

The institution that makes lynx and therefore advertises lynx is Uni Lever; they are a modern company and therefore support alternative ideology, this is shown in the advert from the alternative ideology that is shown in the advert. This involves the sense that the females in the advert are superior to the males, this is uncommon in advertising that usually follows dominant ideology were the males are normally shown as dominant. They may use alternative ideology as in the modern world women are shown as equal and therefore makes it unfair to make the seem as inferior all the time in advertising as it is no longer realistic.

T-Mobile advert

http://www.youtube.com/watch?v=VQ3d3KigPQM

Media Forms:
What conventions of advertising are evident in this text?

The advert uses confusion in this advert, by doing this they create questions in the viewer’s mind and also make the viewer want to see the entire advert so they know what it is advertising. Also when they find out what it is about they are not likely to forget the advert and may even tell friends and family about it which makes it very effective.

Also they use popular songs of many different genres, they do this in order to attract different audiences and show that their product is good for everyone and not just for some and that the business considers all of its customers as equal. They also use lots of songs to keep the audience interested and to stop them from getting bored and also makes it more unpredictable for the viewer.

Representation:
How is technology represented in this advertisement?

Technology is shown as a means of connecting and sharing with your friends, colleagues and family. In the advert it is used to record and share the memories of those who were in the train station at the time of music and dancing. It is also shown as a necessity as everyone in the advertisement is shown to have some kind of technology that they use with the T-Mobile network.

Institution:
What is communicated about the T-Mobile brand and the experience it offers?

In the advert the songs and dancing is very quick and constantly changing, this could connote that the T-Mobile brand is quick reliable and forever improving and reacts quickly to changes in an effective way.

Another thing is that is fun and engages with its consumers in a fun, modern and exciting and involves everyone, which makes it stand out from its competitors.

Audience:
What target audience are T-Mobile aiming to attract in this advertisement?

T-Mobile is trying to target 15-40 year olds of both genders as this age group is more into technology and they also use socio networking and sharing photos and videos more, which is being done in this advert and what T-Mobile is all about as their slogan is “life is for sharing”.

The advert is not targeted at any particular ethnicity as all ethnicities are shown in the advert, T-Mobile may have done this to show they are not biased and treat everyone equally. They target all different kinds of people as they play music of several different genres which attracts many different groups of people.

Hyundai advert textual analysis

Media forms- what advertising techniques are being used?

The advert uses humour to keep the audience attention. They do this by using a small child as the protagonist, which drives the product which is normally used by someone much older. The protagonist drives around and picks up a female friend of a similar age and they go to beach. This humour is effective also as it shows that the car is easy to drive as it can even be driven by a small child.

The advert also uses happiness; throughout the advert the characters are shown to be happy, which makes the viewer think that with the product they and their friends and family can happy and have good times just like in the advert. This idea of happiness is emphasised by the quick cuts that keep the audience’s attention and makes them focus on what they want them to.

Representation- how is gender represented in this advert?

The advert follows dominant ideology when it comes to the representation of genders. Males are represented as dominant as the protagonist is a white male; also he is the one that is driving the car and surfing. Males are also shown to be richer as he is shown coming out of a large into the shiny new car, whereas the female is shown walking on the side of the road with nothing but a backpack.

However the females are shown as inferior as she is shown hitchhiking and therefore is reliant on the male to pick her up and take her to the beach, this makes her seem weak as well as poor as she cannot afford any form of travel and therefore has to walk. She is also shown as less skilful as she does not know how to drive.

Institution- what is being communicated about the Hyundai brand and the experiences it offers?

The Hyundai in this advert is shown to bring happiness as all the people in the advert are shown to be happy.

Also it is shown to be versatile and work well in all environments, this is shown as it is driven in an urban area (a city), off road on a bumpy grass terrain and also on the beach, which shown the Hyundai offers a range of experiences in different types of places. Also it takes you out your usual environment at home and takes you to lots of new and exciting places, where you meet new people and do new things. 

Audience- what is the target audience and how does the advert attempt to persuade this audience to buy the product?

The advert appeals to people over the age of 25 that have families as the children in this advert seem to be gaining a lot of pleasure and happiness in the car, which all families would like therefore, would want to buy the car in order to make their children experience the same fun and pleasure. Also the other families in the advert that don’t have the cars and that are walking seem to be very unhappy and tired and the audience may feel like they have been in that situation before and if they buy the car they will be happier.

The secondary audience is young people aged 20+ that are looking for new experiences. This is because the car is showing going to many places that wouldn’t usually go with normal car and therefore people that enjoy exploring and experiencing new things may be interested in the car. 

kidulthood trailer anaylsis

1. Media Forms:
What techniques does the trailer use to persuade its audience to see the film?

The trailer uses a variety of techniques to try and persuade its viewers to see the film. These include it having a lot of small clips played with quick cuts and fast music; this keeps the viewer’s attention and makes them want to see more and hopes to get their attention by making them want to see the solutions of the disequilibrium’s shown in the trailer.

They also use actors that are of a similar age to the target audience and shoot in an urban area, which the viewer can relate to which make the viewer want to watch it as they feel as if the situation in the film is similar to something happening in their own lives and that the film may give them some guidance on what to do.

                                                                            

2. Media Representation:
How is gender represented in this trailer?

In this trailer males are mainly shown as the protagonists and other important characters are mostly males. The males are represented in a negative way; they are shown to be extremely violent as there are many clips showing males fighting in both public places and inside someone’s house. They are also shown to use weapons a lot as there are a few clips involving guns and knives; which future shows them in a negative light.

Males are also shown to be parts of gangs as there seems to be to 2 main groups in the trailer that are constantly involved in conflict. Also one of them gets offered a chance to work for his uncle and is later shown cutting someone’s face with a knife; this further emphasises there links to crime and gangs.

Women are shown to be weak and inferior to males in the trailer, this is conveyed every time a women is shown for example’ there is a clip of a blonde girl getting punched in the face, there is a clip where there is a close up of a girls face as she walks and you can see her crying.

3. Media Audiences:
What target audience would be attracted to this film?

The main target audience for this film is teenagers, primarily boys between the ages for 15 and 20 in the c2de socio economic group. The E category is mainly students and people that have left school and are looking for work. The c2 and d is the lower earners and people on benefits. The two main things that attract the audience and genre shown in the trailer.

The way in which the characters in the trailer attract the target audience is there are the same age and belong to the same socio economic group and there can relate to the characters in the film and the things they are doing.

The genre attracts the audience as it comes under the genre of gangster. The gangster genre tends to be to be popular amongst the age of the target audience and socio economic group. Also the ways in which the characters are dressed attract the audience. The target audience may consider their outfits are “gangster” and may dress in a similar and therefore may be able to relate to the characters more.

4. Media Institutions:
What low budget values and characteristics can you indentify in this trailer?

The characteristics of low budget films seen in this trailer include no famous or well known actors and it is not made by well-known institutions. It is made by SNHY media and revolver entertainment which are known for showing the problems in the modern world. This is common as low budget films cannot afford well known actors and therefore tend to use up-and-coming actors like Adam Deacon , like in the kidulthood trailer.

Exam Question 5 intro

The area I have studied is children’s programming; the three products I have chosen are: SpongeBob SquarePants, Ben 10 and Hannah Montana. All of these products operate on the three platforms that are: print, broadcast and e-media. In this essay I will be exploring how the audience of my case study products participate and contribute in the media products making.

Media mock 14/1/11- the Sun advert

14/1/11 Media Mock

1.      How does the advert use codes and conventions to appeal to its target audience?

The advert uses a voice over which explains everything that is being shown on the newspaper in a humorous way; this appeals to the young target audience as they can understand the features of the paper and also be entertained by the way in which they are being informed.  For example it says “7 built in games with pen touch interface” which informs the audience there is games in the paper, and also mocks technology in a way which is intended to amuse the audience.

The product is shown throughout the whole advert and it is the only thing shown in the advert, which forces the audience to focus on the newspaper throughout. This allows the audience to fully understand what is being shown.

2.      How is new technology represented in the advertisement?

Technology is shown in a negative way in the advert; this is done by showing how a newspaper is better than technology. For example, towards the end of the advert it says “with the promise that you will never lose connection again”. This is mocking technology, by saying how it is unreliable and ineffective and at the same it says how the newspaper is superior as it does not have these problems.

Another example of this is, when mentioning celebrity news the voiceover says “not having to wait for it to download”, this again highlights a flaw in technology, as it can be slow and in that sense not as good as the newspaper as you do not have to wait for the writing on the newspaper to appear.

3.      What does the advertisement tell you about the values and ideologies of the sun newspaper?

The advertisement tells us that the sun newspaper is willing to make something look bad in order to make its product look good, in this case it is technology as it mocks the flaws of technology several times in the advert.

It also shows what different things the newspaper represents. For example it glamorises celebrities and sports.

4.      How does the advertisement appeal to its target audience?

The advert appeals to its C2DE target audience in several different ways one of which is, it has a voice over which explains the features of the advert in a funny way. This is good as the people who buy the newspaper buy it for entertainerment.

Another way it appeals to it target audience is, the stories on the paper shown in the advert appeal to the target audience. For example in the celebrity section, Rihanna and Robbie Williams are shown; this is effective as the target audience for these celebs are also the target audience for the newspaper. So when they see the celebs in the advert they want to know why they are in the advert and therefore, they will buy it. This also targets people that are interested in celebrity gossip and news.

The advert also shows the different sections of the newspaper in the advert. This is effective as the target audience have interest in those different areas. For example it shows as section on sports which has a large image of two popular footballers that are part of a popular football team called Manchester United; by doing this not only do they attract sports fan by more specifically Manchester united football fans.

Another way it appeals to the C2DE audience is when it mentions that there is a fixed price of 20p and that there is no hidden cost or contracts. This attracts the audience as they may not be able to afford a higher price and may not want a contract that cost a lot more.

Fox advertising- Gulliver's travels

Orange advert
Gulliver's travels is part of an Orange mobiles advertisement played in the cinema just before a movie is played were the main message is asking people to turn there mobiles off. This is effective as it is advertising directly to people who go to cinemas and might therefore make them want to see the movie. Also people who have seen other movies that featured in an orange advert in the past and like it maybe encouraged to go see this one.

Buses 

Gulliver's travels is also advertised on the sides off buses. This is effective as millions on people travel via buses everyday and is therefore seen by a large amount of people. Another advantage of this is that buses are more commonly used by younger people; which the movie is targeted at. 

Social networking sites

They created group on social networking sites that give information on the movie. it may include information that attract the target audience such as main actors, directors and even film clips.This is effective as it is free to do and is viewed by its targeted as the target audience of young people more commonly use social networking sites.