Media Analysis - Reading an Image

This is an advert made in 2010 for the sports clothing brand Reebok which features a photo of and two quotes from the American rap artist 50 Cent.The quote at the top of the advert could be a subtle way of persuading its audience to buy the product, especially the line "take advantage of today because tomorrow is not promised" which could be Reebok's message to buy the product now because you might not get another chance to. The advert is all black and white and there isn't much light in the photo of 50 Cent; these could be indicators of sadness or depression and this is further suggested by 50 Cent's facial expression. On the right side of the advert is an image of fingerprints, supposedly taken during a person's arrest and this could symbolise rebellion. This could also suggest that the advert's target audience are most likely to be fans of 50 Cent and other rap artists or they could be people that are quite rebellious or maybe stereotyped against as being rebellious or reckless, specifically young people, who have a tendency to be wrongly labelled by certain elements of the media and so are able to relate to elements of the advert, which then inspires them to buy the product. The second quote "I am what I am" spreads across both images and this could be implying that 50 Cent believes that although he may have made mistakes in his life, they've made him the person he is now and this could be Reebok's way of saying that the product they are advertising will make you your own person and will be part of your identity. This idea of identity could be further emphasised by the close up shot of the fingerprints, enabling the audience to see the individual lines of each print and we are reminded that everyone's fingerprints are unique and again this could be Reebok trying to tell their customers that their product makes you unique.

This is a print advert for Water Aid which features a fish in a fishbowl and we can see that the tap on the side has been left dripping. The slogan for this advert is 'Save Water. Save Life.' This slogan is a direct link to the dripping tap and it leaves the audience to infer that if the tap just kept dripping, eventually the fish would die and so this is a message to the audience that if we keep our taps dripping, it could cost the lives of people around the world. This is the subject matter of the advert. I think that the fact that the slogan is visually very small with nothing framing it and the fact that the photo has been taken using a relatively long shot with very little else on the right side of the photo is a message to the audience that an action as small and simple as people turning their taps off in one country can impact the rest of the world and save lives as the slogan says. Also, the decision to have negative space next to the fishbowl could have been made to be representative of how empty the world will become if people leave their taps running. It could also be Water Aid's way of getting across the simplicity of the solution; that nothing huge or complicated needs to happen in order to save lives. The colour scheme of the advert is quite plain and bland apart from the orange of the fish, which highlights the importance of the matter in that if the fish dies, all the colour will be gone from the picture which represents what will happen in our world eventually if people leave their taps running. By looking at this and realising its message, the audience is able to relate to the issue, specifically the idea of leaving taps on and so they could feel a sense of guilt and will subsequently act on this guilt and feel compelled to start turning their taps off.

Media Consumption

1) What different forms of Media did you consume over the summer break? Give specific examples.

When I went to New York I watched local TV News programmes on the hotel TV and almost all of the stories were on Donald Trump. I also watched a lot of Netflix because the American Netflix is so much better than the UK Netflix. I also saw loads of adverts and trailers all over Times Square; there were huge ones for Suicide Squad, Finding Dory, and all the Broadway Shows that were on. I watched BBC News every day in the morning and in the evening at my Grandad's house because it's part of his daily routine. The TV is a massive part of my Grandad's life so I watched it a lot more often than I usually do. I also had a few group Skype calls with my friends from the Summer Stage School I went to.

2) Define Print Media, Broadcast Media and e-Media. When do teenagers come into contact with print media, broadcast media and e-media on a daily basis? Which do they use most and why do you think this is?

 Print Media is the type of Media found in things like magazines, books and newspapers.

Broadcast Media is the type of Media of which TV and Radio are examples.

e-Media uses electronic technology in its production of media and examples include the internet, smartphones, iPods, MP3 Players etc.

I think teenagers most use e-media because they've been born into a generation where e-media is so much more accessible and so much more advanced than it was during their parents' generation, when the other two forms of media would have been used more.

3) What audience gratification do teenagers receive from using Apps such as Snapchat and Instagram? Why do you think they are so popular with their target audience? What gratifications do they offer?

The number of likes/comments on photos or views on Snapchat stories affect their self confidence and they end up defining/labelling themselves based on the amount of recognition their posts get. 

4) Regarding the music industry, how has Media production and consumption changed over the last decade? (Think about the movement away from hard copies to streaming.) In your opinion, is this a positive shift? Justify your answer. 

Since YouTube was founded in 2005 and other things like Spotify have been created since, people have been able to stream music without having to pay for it like they would have had to before, and similarly, they have been able to post videos of their own music e.g. covers of songs or originals, and have become famous and made it in the music industry as a result of that. I think that this shift in music production and consumption is a positive one because it allows people to show off their talents in their own way and for the enjoyment of the public, however, since there are now thousands of people trying to get noticed in this way, the competition to make it in the music industry is so much higher than it used to be.

5) Julia Kristeva argues that no text is an isolated entity: ‘Any text is the absorption and transformation of another.’ 

Think of our new Media language:

• Intertextuality- when one media text references another text. 
• Synergy- when one media text promotes another text.
• Convergence- Different types of Media platforms or technologies coming together.  

Use the below examples and explain HOW each one is an example of the term. 

INTERTEXTUALITY: In Disney’s Aladdin, the Genie character gets a crab caught on his finger. The crab is recognisable as Sebastian, a character from earlier Disney film, The Little Mermaid. Also consider the Scream franchise and the Scary Movie franchise.

The Little Mermaid reference in Aladdin is an example of Intertextuality because it references one Disney film briefly in another one. In the Scream franchise, specifically the first one, there are a few scenes/lines that vaguely reference other horror films, the most common references come from A Nightmare on Elm Street and Halloween. This is similar to the Scary Movie franchise but these references are more less subtle and almost completely copy the original film, the only difference being added exaggerated humour to make it a parody.

SYNERGY: Also Disney. When Star Wars: The Force Awakens was released last year, the marketing team released Star Wars merchandise in Wal-Mart stores and did a deal with YouTube and Google where the two companies modified their Apps and websites with pictures and colours associated with the film.

This is an example of Synergy because by Wal-Mart selling merchandise for the franchise, it promotes the newly released film and reminds/encourages people to go and watch it, a response similarly obtained by Google and YouTube changing their associated apps/websites.

CONVERGENCE: When Beyonce was starring in the films: The Pink Panther, Dreamgirls and Austin Powers, each time she released a music video with music from the film. 

These are examples of Convergence because Beyonce stars as an actress in these three films and then introduces the medium of Music to the film, and her song from her music video from Austin Powers features in the end credits to the film so this brings the two mediums of music and film together.

First Post

1) Why did you choose AS Media Studies?
I really enjoyed it at GCSE and my confidence in my ability to do well increased hugely after winning an award at the Media Awards last year for my music video.

2) Did you take GCSE Media Studies (either here at Greenford or a different school)?
Yes, in year 10.

3) If you answered yes to Q2, what grade did you achieve in GCSE Media? What coursework tasks did you complete? What would you say your strengths and weaknesses were in GCSE Media?
I got an A overall, with an A* for my coursework. My biggest strength was definitely my coursework, particularly editing on Premiere. My biggest weaknesses were probably editing on Photoshop and managing my time in the exam.

4) What grade do you hope to achieve in A Level Media?
I'd like to be ambitious say an A but knowing how much harder it's going to be, I'm going to aim for at least a B.

5) What are your current thoughts about your next steps after A Levels - university, apprenticeship, work?
I would definitely like to go to University, although I don't know what I'd want to study there. I would, however like to take a gap year beforehand to help me finalise my decision, and I would spend my time working and auditioning for drama schools because I have a passion for musical theatre and this summer I spent a week at West End Stage, a stage school in London, at the end of which I performed at Her Majesty's Theatre in London and so there's also the option to go into musical theatre as a career too.

6) What do you think the biggest media story of 2016 has been and why?
I think the sudden huge number of celebrities dying this year has been the biggest story so far because the numbers compared to previous years are so much higher and it's a big shock to everyone.

7) What media sources do you use to find out about news and current affairs?
Usually Facebook or TV News in the evenings.

8) What was the last film you watched?
I honestly don't remember but my favourite film is either Moulin Rouge or Little Miss Sunshine and my favourite director is Tim Burton.

9) What is your favourite ever TV series?
Sherlock, The Mighty Boosh and Game of Thrones.

10) How many hours do you spend online in an average day? Is this too little, too much or about right? Why?
Usually between 6 and 8 which I think is way too much because it tends to distract me from more important things e.g. studying.