TASK 5

Simpsons Episode - Principal Charming

Dominant Reading

The episode was very entertaining and hilarious

Negotiated Reading

The episode was not laugh-out-loud funny, but was somewhat entertaining

Oppositional Reading

The episode was not at all funny or entertaining and the humor was very immature and crude. Also the dis-functional family only highlights the fact that America is full of retarded families.

TASK 4

What is the effect of the scene on the audience? Use as many theories in your answer as possible to show you understanding of these theories.

The loud deigetic sounds of the guns in the scene create a very brutal and frightening atmosphere where anything could happen and it also engaging the audience to see who is shooting and who is actually being shot. The drone-like, non deigetic sound that is under laying the scene creates a chilling ambience which somewhat foreshadows that a terrible thing will happen and that will essentially keep the audience on their feet.

It could be said that his scene from Scarface would have been very violent and disturbing to the audience back in the 1980’s, however now it wouldn’t be as violent and hard-hitting to the modern audiences nowadays according to the DesensitisationTheory because the modern audience have been exposed to too much violence in the past that now we are less sensitive to real life and violence and violence in media texts also.

This scene can also influence a member of the audience to imitate what they have seen, and subsequently be violent’; in terms of the Copy Cat Theory.

The Cultivation Theory can also be applied to this scene because as audience watch scenes where people kill their enemies, they could also believe that the only way to deal with your enemies is by violence.

TASK 3

TASK 2

Developments in the new and digital media mean that audiences can now have access to greater variety and values. To what extent are audiences empowered by these developments?

The development of new and digital media has empowered its audience to an extent, since audiences have been given the chance to produce as well as consume. In terms of the hypodermic needle model, audiences are not only passive but have become more active nowadays due to the development of new and digital media.

Social networking sites have increased in popularity over the last decade or so, for instance Facebook has now reached over 500 million users. Social networking sites can empower their users as they have the ability to upload any photos and videos unless there pornographic or racist. And if any Facebook users are offended by any images or videos that have been upload, they have the power to press the ‘Report Abuse’ button at the bottom of each image and video on the site. Furthermore, Facebook users or users of any other social network such as Twitter or MySpace can update their status regularly, therefore having some sort of freedom of speech and having this freedom of speech can be empowering to the audience.

Recently, a social network has given a country so much power that it has influenced political change within that country. Facebook has helped to empower the people of Egypt. Facebook was used as a tool to set up events to riot against the government in the capital city Cairo. The frequent riots organised using Facebook were very successful as it led Hosni Mubarak to step down his position of President, so therefore the social network essentially gave power to those Facebook users in Egypt to influence political change.

In addition, Facebook and other social networks could pose threats to a countries government , as it could somewhat break hegemonic structures and allow the audiences to climb up the hegemonic ladder so to speak. It could be said that some countries are realising this and subsequently take action by banning these social networks such as Facebook, for example China and Syria are some of the countries that have banned Facebook.

The development of new and digital media has and will empower audiences, due to the fact that audiences can now also create their own content and become active producers. An example of this is Citizen Journalism, where audiences can voice their opinions and play an active role in reporting, analyzing and circulating news and information. The Wikileaks website is a prominent example of Citizen Journalism and has been heavily talked about in the media. Wikileaks exposed government secrets to its audience, resulting in scandals that posed a threat to the government.

An additional example of Citizen Journalism is the Ian Tomlinson incident that occurred in April 2009, during the G20 protests, where a police officer attacked the innocent Ian Tomlinson who was walking home from work, and it happened to be that an American tourist filmed the entire attack. The Guardian newspaper then published this video, which the ’Independent Police Complaints Commission’ began a criminal inquiry. So therefore Citizen Journalism can empower ordinary audiences and allow them to voice their opinions and become active producers.

TASK 1

net neutralisation

http://www.guardian.co.uk/media/2000/apr/10/mondaymediasection.newmedia?INTCMP=SRCH

“Digital media has changed the nature of media products and the ways in which we consume them”
Who do you think benefits most- audience or producers?

The nature of media has changed significantly over the last ten years or so due to technological advances, and also due to the increase of media consumers on a whole and their involvement in the media.

Another reason why digital media has changed the way in which we consume the media over the years could be due to the ever increasing popularity and usage of Smart Phones. Smart Phones completely changed the way in which people consume products available on the internet because audiences can now consume products wherever there is internet access. Audiences can read or watch the news, socialise on social networks such as Facebook or Twitter and also watch videos on a small rectangular device which fits in a pocket.

In terms of print, newspapers seem to be aware of the popularity of e-media over print due to the growing internet users and decline of the print industry. That is why some newspapers such The Guardian and The Times have both launched websites where audience can consume the news. This has subsequently changed the nature of media products and how we consume them, because now audiences that choose to go online do not have to go the shops and for some newspapers such as The Guardian – you do not have to pay. This outcome will therefore benefit the audience since they can consume the new without going to the shops and buy the newspaper.

However newspapers such as Rupert Murdoch’s The Times have introduced a paywall which will subsequently benefit the producers and also the consumer since they can consume the news available for them online without the process of going to the shops. Moreover Murdoch will also be introducing a new online newspaper which will only be available online and not in shops or news agents which will be name ‘The Daily’ that will also have a paywall. This shows that digital media has definitely experienced a change and especially how audience consume media.

The fact that now audience can consume the news online could be very problem for the middle men of this industry. Retailers will lose out on sales if the more and more people begin to go online to read or watch the news. So the producers in the print industry will suffer hugely if the online newspaper take off and become really popular. However an Ipsos survery has revealed that 63% of 501 online adults said they would prefer to access their newspaper of choice by buying the printed copy – while only 11% would choose to access it digitally, which shows that maybe audiences are not ready for the change of consuming digital media.

Digital media has introduced the mutualisation of the news, because now journalist can write on online blogs and also social networks such as Facebook and Twitter, where journalists and audiences can join and create news stories and other new related products. An example of the mutualisation of news was the Ian Tomlinson incident, where journalist Paul Lewis used the footage recorded by a member of the public to write an article.

In terms of Broadcast, there is more of a choice for audiences to consume products that are available for them, specifically in terms of the scheduling. For example the introduction of plus one channels such as ITV+1 and E4+1 allow audiences to watch programmes an hour later after the original scheduling time. Also services such as BBC i Player and 4od allow audiences to catch up on any programmes which have been broadcasted- usually within a two week period. These choices for the audiences show that a pluralistic model exists as the media is offering audiences choices to suit their audiences.