Class notes

Analog and Digital 

• Nearly every person and company today uses digital media.
• Back in the 1970's, one of the most exciting item yo could own was a 

• Analog: Devices which record data linearly from one point to another. Analog devices read the media, such as tapes or records, by scanning the physical data off the media.

• Digital: Devices which perform all calculations using ones and zero's. this method of computing is referred to as the "binary system". Digitized information is recorded in the binary code of combinations of the digits 0 and 1, also called bits, which represent words and images. Digital technology enables immense amounts of information to be compressed on on small storage devices that can be easily preserved or transported.

       Digital

• computer 
• television
• phones

      Analog

• clock
• calculator

Media, sectors, products and platforms

Gaming is one example of a media sector. In pairs, try to come up with a mind map of other possible digital media sectors.

 Media sectors

• moving image (film, tv)
• gaming
• audio ( radio, podcasts etc)
• publishing ( magazines, books)
• websites

Key terms

• Sectors- An area or portion of the media that is distinct from others, for example, moving image, audio, publishing, games or websites.
• Products- The media that is created e.g. movies, TV, shows, magazines, playstation games, newspapers, podcasts etc.
• Platforms- A digital way for media to be distributed and accessed. Digital distribution includes TV broadcasts etc. 
• Devices- Are used to access digital media. These can include mobile phones, PC's, laptops, 
• MP3 players etc. 

Moving image: Coronation Street, Eastenders, X Factor

Publishing: OK Magazine

Website: Google 

Audio: Capital FM

Devices

Harry Potter E-book: Kindle

Grand Theft Auto: Playstation 4

Game of Thrones episodes: TV

Podcast: Soundcloud

Spotify:

Synergy in media sectors do not exist independently. They often overlap and are connected. This is referred to as synergy.


Why are there such high levels of overlap/ synergy in the digital media industry?

This is so that companies can reach a wife audience and make further success out of their products.



Technological Convergence 

Technological Convergence: Media technological convergence is the tendency that as technology
changes, different technological systems sometimes evolve toward performing similar tasks. For example , a mobile phone can now do more than just call and text, it has a number of different other functions reducing the need for other devices.

• Access
• Convenience 
• Portability
• Connectivity
• Interactivity
• Personalisation
• Immediacy

My phone is a device for accessing content from media sectors, such as games, E-mails music, videos etc. this is an advantage as it stops me having to purchase or use these applications on other devices.


Stages of production

• Pre-production
• Production 
• Post-production
• Distribution 
• Exhibition 

Media Consumption and Types of Audiences

• 8-18 year olds use up to a quarter of their day using multiple media.

Individual consumption- when users engage with a digital media product on their own, for solo enjoyment (i.e. reader, gamer, consumer, web surfer, listener)

Group Consumption- When  users engage with a digital media product with others, for collective enjoyment (i.e. social interaction, competition, belonging , sharing)

Passive- we blindly accept what we are given/ told etc

Active- We have a choice. we choose to consume a media text to fulfil our own needs.

Hypodermic Needle Model:

This was one of the first media theories used as an attempt to explain how audiences consume media. It suggests that the audience , passively (without realisation) receives information via media text and that they do not challenge or process the information. 

Uses of Gratification Model
The uses of gratification theory states that we are active consumers of media and that there are four main reasons of we choose to consume any given media product.

• need of social interaction 
• need for education/ interaction
• need for identity
• need for entertainment 
• uses and gratification model

Regulatory Bodies

• To understand how products are regulated.

BBFC (British Board of Film Control)

Two main roles to identify content and putting age rating on films

PEGI (Pan European Game Information)

They asses the content and they put an age rating on it. 

ASA (Advertising Standards Authority)

Responsible for regulating the advertising industry 

Makes sure no false advertising is taking place

IPSO ( Independent Press Standards Organisation)

Making sure the content is suitable for all 

Responsible for regulating the press

Makes sure all con ten in the newspapers is suitable

OFCOM (Office of Communications)

Oversees everybody

Handle complaints from viewers

Wednesday 1st November

Understanding audiences through research
Audience statistics :
when  facts and figures are collected on  things such as circulation, website 'hits', box office figures, ratings, sales etc.
There are two types of research:

Primary research: Research that is conducted first hand (questionnaires, focus groups, interviews etc.)
Secondary research: Second hand research conducted by using existing primary research (books, magazines, internet etc.)

Qualitative research: Measuring individual opinions, attitudes and behaviour and the psychology behind the choices people make.
Quantitative research: To measure responses in quantifiable terms using numerical data.



Thursday 2nd of November 2017
Audience Profiles 
An audience profile is one way for producers to work out exactly who is buying their product, which helps them to ensure their product will sell. several factors are considered, including:

• age 
• gender
• sexuality 
• lifestyle 
• education 
• personality type 
• buying habits

Demographics: A particular sector of population 

psychographics: Labels given to a particular type of person , based on their habits

Camera angles 

• mid shot 
• close up
• birds eye view
• worms eye view 
• slanted angle 
• extreme close up
• high angle 
• low angle

Thursday 23rd November 2017

• To explore how sound and music is used for effect.

Remember that in media texts sound is just as important as any other element. Each thing that you hear has been carefully deleted and chosen for a reason- to elicit to a certain response from the audience.

The sounds of everything going on around the person who is still speaking.
For example, the sounds old the waves and wind on a beach scene. 

Synchronised sound 

The words are spoken to match the lip movement of the speaker. Often used in music videos or musical programs.

Voice over sound
Sound that is dubbed onto any picture sequences. Documentaries and advertisements often use a lot of voice over.

Sound Effects

Usually added to the soundtrack at the dubbing stage. sound effects can be easily subdivided into two types:

• sounds to match actions of events on the screen.
• Sounds that are about a scene but do not match anything actually shown.

Music 

Music is the final sound added to film/television shows in past-producton. Music is used to make the audience feel certain emotions as they can watch the action on screen. 

Diegetic sounds

Sound whose source is visible on the screen or whose sources implied to be present by the action of the film.

Non-Diegetic Sounds 

Sound whose source is neither visible on the screen nor has been implied to be present in the action:

• narrator's commentary 
• sound effects added for dramatic effect
• mood music 

Wednesday 29th November 2017

Lighting

• Realistic lighting- used so that actors and sets are lit naturally that the audience do not notice the technology used to simulate reality.
• Often used in romantic comedies and soap operas.

Expressive lighting 

• When the director uses light to set mood or tone for a scene-or even the whole.

High-key lighting  

• Makes the shot look very bright overall with small areas of shadow.
• A bright sunlit out door scene

Low-key lighting 

• makes the shot look dark overall with a few areas of highlight.

Narrative

• To explore Todorov's narrative perspective.

• Narrative is simply a word for describing the plot or storyline of a film.
• Most mainstream films follow a straightforward linear structure.
• Linear- Beginning-middle-end 
• No-linear- Flashback etc
• Multistrand- several narratives running at the same time

Tzvetan Todorov-devised a way of analysing narratives according to the way they move through different stages. 

1.  Equilibrium- the setting is established, key character(s) are introduced and the storyline is set up.
2. Disruption- oppositional characters appear and the story takes a particular direction.
3. Recognition- The lives of characters and events are interwoven. Tension builds throughout this section , which is often the longest.
4. Attempt to repair- the highest point of tension after which there is a dynamic change.
5. Reinstatement of equilibrium- Matters are sorted ,problems are solved and questions answered