Audience: Psychographics

Audience: Psychographics

Mainstreamers - Darni and Kat

Occupation/education

• They work the usual 9-5 office jobs
• Have both attended state high schools and finished education up till the point of 18 (sixth form)

Spare time

• May occasionally head out for a few drinks at their local pub
• Frequent the cinemas for the latest released films from time-to-time
• Go out for a meal at Nando's over the weekend

Print

• The Sun and BBC News (likely to access these online as oppose to actual paper just due to the easy accessibility that it offers)

Broadcast

• Watch soap operas such as EastEnders on BBC and ITV1 and documentaries on Channel 4
• Can sometimes access these on catch-up services such as BBC iPlayer and 4OD depending on where they are such as commutes back home on public transport 

E-Media

• Own smartphones, tablets and laptops within their household
• Access websites such as Amazon and Tesco for buying purposes and Facebook and Twitter for social media

Young and Rubicam test

The results from my participation in the Young and Rubicam test showed that my main value is 'Enlightenment' and my secondary one is 'Control.' I'd say that I generally agree with this since it reflects the fact that I believe materialism isn't something that should necessarily be indulged in and the awareness of things around you as a person are very important from an enlightenment standpoint. In terms of control I'm also in agreement with the result since I think that it's good to have set goals of what exactly you want to achieve in future and that only a solid work ethic will get you towards those goals.

Narrative blog task

Narrative blog task

The TV clip I've selected to analyse is: 'The Fresh Prince of Bel-Air.'

Enigma and Action Codes - Roland Barthes

Enigma codes - Whether or not Will's dad is being 100% honest as to why he can't stay with him and also how long this will be delayed for

Action codes - The departure of Will's father for a relatively unexplained reason suggests that an emotional outburst from Will himself as a reaction to this will follow. Will also crying as part of the outburst gives off the idea that eventually him and the other on-screen character, Uncle Phil, will embrace each other as a form of comfort towards the situation

Todorov: equilibrium

Equilibrium - Will and his father about to properly reunite with by travelling together

Disequilibrium - Will's father letting him down by saying he can't possibly make it

New Equilibrium - Will realising that he still has a sense of family/father figure in Uncle Phil

Character theory: Propp

The Villain: Lou [Will's dad]

The Donor/The Hero: Uncle Phil

The Prince(ss): Will

The film clip I've decided to analyse is: 'Malcolm X.'

Enigma and Action Codes - Roland Barthes

Enigma codes - Why exactly a protest is going on outside the hospital. The motives of the protagonist [Malcolm X] in this scene in particular.

Action codes - The arrival of the police officer signifies that a sense of order and maybe opposition, in this context, will come about. The hand gestures of Malcolm X to show that the masses of people will be dispersed

Todorov: equilibrium

Equilibrium - The protest being well underway

Disequilibrium - The disturbance brought about by the policeman to call of the protest

New Equilibrium - Malcolm peacefully having the protest broken up

Character theory: Propp

The Villain: The policeman

The Helper(s): The protesters

The Hero: Malcolm X

The last scene I've decided to look at from a narrative standpoint is from the film: 'Harry Potter and the Prisoner of Azkaban.'

Enigma and Action Codes - Roland Barthes

Enigma codes - Why Ron and Hermione are in that setting in the first place. Whether the invisibility cloak is being used for something else too.

Action codes - Malfoy's use of the derogatory term 'mudblood' signifying that a fight of a sort may occur. The throwing of a snowball also suggesting that a (snowball) fight will take place. 

Todorov: equilibrium

Equilibrium - Ron and Hermione by talking to each other by themselves

Disequilibrium - Malfoy and his 'henchmen' disturbing the peace between the two.

New Equilibrium - Harry sorting out all 3 of the boys, restoring a more friendly atmosphere

Character theory: Propp

The Villain: Malfoy and his henchmen

The Princess/The Dispatcher: Ron and Hermione

The Hero: Harry Potter

Institution: CoolBrands research

Institution: CoolBrands research

Apple

I have selected Apple as one of the five brands I admire out of the 20, simply because I have quite an interest in their ability to captivate people on a global scale through a technological means for what are arguably iterative improvements as oppose to actual innovation in their products.

From a brand value standpoint, Apple particularly operate in the self-importance and pride line of appeal. Just their very logo has developed as an icon in the technological world so just the sight of it brings about the notions of the perceptions associated with Apple which is simplicity and innovation. Also, another brand value is the line of appeal of successful careers in that people that use Apple products are often those in high-paying, lucrative jobs.

I believe Apple made the list simply due to the amount of market power they have in the technology field as the world's most valuable brand. Not only this but the fact that their devices are able to reach the hands of people of all age groups is representative of why the company can be referred to as 'cool.'

Nike

Nike is the second of the five brands I've selected and this is due to their manufacturing of quite appealing footwear.

With brand values, Nike implement a numerous amount of lines of appeals. One of these is dreams and fantasy. This is due to the idea that Nike products can aid people, more specifically those involved with sports, in reaching their aspirations and get involved in a sporting career no matter what the odds may be, also leading into the idea of successful careers being something Nike value. Additionally, they can also be associated with self-importance and pride since their logo is something frequently associated with the footwear market and if it's not considered to be the most popular brand, then it is definitely one of them.

Nike are likely to have made this list because of how universal their products are amongst consumers and how popular they are with sports teams throughout the world using their product as Nike sponsors them.

YouTube

I have chosen YouTube since it's my main provider of entertainment, research and education on a day-to-day basis.

In terms of brand values, YouTube can without a doubt be associated with the successful careers line of appeal since the video-sharing website has provided an avenue for people to establish a career for themselves where they can be making millions of dollars in a year. Additionally by being able to showcase a plethora of videos to users, YouTube can be associated with most of the lines of appeal since videos can be based around a variety of different things e.g. art, culture and history.

YouTube can be considered cool due to the vast amount of things it can offer different people and the platform it offers to those who want it.

Instagram

I've selected Instagram as it provides people the opportunity to showcase their photo and videographic knack to people across the world.

Art, culture and history is the line of appeal that strikes immediately with Instagram. As said before, with it allowing people to share their photos and videos all three of these elements are things shared on the social network, particularly art.

Instagram was able to make it into the list probably for its widespread use across the world and how it doesn't necessarily limit its users in what they can post, meaning your creativity is the only limit.

Sony

The reason I have opted for Sony as my fifth brand is mainly for their subsidiary, Sony Computer Entertainment, who are in charge of the PlayStation console series of which I own one of their consoles.

As said in one of my previous pieces of homework, the dreams and fantasy line of appeal is something that the brand can be said to value, at least from a PlayStation standpoint, since they allow players to become immersed in things impossible in life. They can also to some extent, be associated with elite people or experts since they were the first company in the world to ever develop the portable music player.

Sony can be thought of as cool as a result of the various innovations they have been capable of creating throughout their years of existence such as the portable music player as without it, some of the things we view as standard nowadays wouldn't be around.

Blog feedback learner response

Blog feedback learner response

WWW: What a great start to AS Media – consistently excellent points in lessons contributing and developing debate in class. Your blog also reflects this with thoughtful work so far on all the tasks set.

EBI: A few aspects to work on – firstly, think about paragraphing your analysis (e.g. the advert analyses) to encourage you to go into more depth on individual points. Secondly, from your media consumption post you’ll definitely need to watch more TV and film as the course progresses – hopefully that won’t be too much of a problem to resolve! Look for interesting art-house films and critically-acclaimed TV drama to expand your knowledge and interaction with the media.

LR: Reflect on your first month of AS Media. What is your strongest piece of work so far? What is your weakest? What specific skills or knowledge do you need to develop over the rest of the course?

Learner response

• I personally believe that my strongest piece of work so far in AS Media, has been the piece titled 'Reading an image.' I believe this since I was able to not implement newly-learned media terms, but I also was able to make detailed insights into why exactly adverts were designed in certain ways whether that be from a text standpoint or an image one
• My weakest piece of work in my opinion, is the 'Reading an image' piece since I believe that having not separated it into paragraphs, individual points that were made were not immediately distinguishable.
• A skill that I intend to develop over the course is the capability to to relate dominant and oppositional readings to an institution's actions and also values.

Brand values task 100-10-1

Brand values task 100-10-1

PlayStation

The PlayStation brand can come across as one that it treasured deeply in the hearts of people across the world. The dreams and fantasy line of appeal in particular is definitely one performed by the brand. With the range of video games offered by them which include Kingdom Hearts and Final Fantasy, the brand has been able to allow people to indulge in fantasies impossible with the boundaries present in real life. The brand also fulfils the childhood line of appeal since it lets people delve into nostalgia that they may have had as children when playing certain games.

The PlayStation brand is about providing entertainment to its customers.

Leisure.

Tropicana

Tropicana can be viewed as a brand which elevate themselves particularly on the value/line of appeal of nature and the natural world. With their frequent references about how their drinks are 100% pure fruit juice fresh from orange groves, high in vitamin content and count towards one of your 5 a day, the brand can definitely be said to particularly focus on the health aspects of their products. Not only this but they also use the history of the brand frequently in advertising, discussing how the brand has over 65 years of experience in the fruit juice industry.

Tropicana is about providing great taste whilst being healthy.

Nutritious.

Nando's

Nando’s is a Mozambican/Portuguese restaurant which heavily centres itself around the line of appeal of art, culture and history. With them playing what they refer to as ‘Afro-Luso’ music which is a fusion of (South) African and Portuguese music continually in their restaurants, it’s clear that the culture is a huge brand value of Nando’s with it even adding to the general atmosphere of the restaurants. This also carries over into art in which the pieces of artwork in Nando’s restaurants also follow this Afro-Luso fusion with both vibrant and experimental features.

Nando's provides an enriching, distinctive atmosphere to accompany its food

Artistic.

Beats Electronics

As an audio-based brand producing headphones and speaker, Beats Electronics can be said to definitely pride itself upon the self-importance and pride aspect of Dyer’s lines of appeal. Their logo over time has become particularly iconic and the sight of it brings about the perception that the headphones are some of ‘the best’ in the industry based solely on how popular they are. They also can be said to make suggestions towards successful careers since products from the brand are frequently worn by footballers and musicians themselves, both of whom can be regarded as particularly successful in their occupations.

Beats Electronics is about both sound and style.

Iconic.

Top Dawg Entertainment

As an independent record label, TDE in terms of brand values in particular would mainly be invested in the art, culture and history line of appeal (art in specific). With them taking an almost alternative, and different approach to the hip-pop genre by doing things such as amalgamating it with genres such as jazz, funk and spoken word, it’s evident that the label appreciate the music that they produce as art and not just a means of profit. Successful careers also fits into this since certain artists on the label are quite popular figures in the music industry.

TDE is about doing something different in terms of music.

Divergent.

Institution feedback and learner response

Institution feedback and learner response

• Video starter - usually works well but a little confusing
• Actually not needed because the memory starter is a great idea and really engages the class
• There is a little lack of planning/rehearsal - instructions aren't very clear but it is a good task
• Some of the class are more engaged in the task than others though the timing is done well
• Good to see a handout and I like the teaching of the historical details as they are given out
• Some nice teaching and the sheer size and power of News Corp is communicated well
• Brief mention of phone hacking but I'd have liked to see a lot more on this - it's THE big media story of the last 10 years

WWWs:

1. Rather than deliver a regular and monotone expression in our presentation, we were able to bring about enthusiasm through things such as our interactive presentation engaging all members of the class
2. We ensured that as we were speaking we weren't simply reading off of the board but instead, were actually talking to the class which you could say forced them to listen to what exactly we were saying as oppose to them just copying straight off of the board and not really taking anything we said in
3. We were able to provide a highly detailed handout as a compliment to our actual presentation to our peers to allow them to obtain the information they needed about the conglomerate without having to ask us during the presentation

EBIs:

1. We made it 100% clear what exactly the purpose of the intro video was subsequent to it playing just due with what appeared to be a lack of clarity with it all.
2. We expanded more into certain issues such as the phone hacking scandal involving Rupert Murdoch's 'News of the World' newspaper
3. We orchestrated our starter of the memory test a bit better ensuring every member of the class was involved and perhaps used things like an online timer to get across a sense of 'urgency' to the class

Trinity Mirror

Large British newspaper publisher which own and operate newspapers from a national front including 'The Daily Mirror' but also from a local one with the 'Ealing Gazette.'

BSkyB

British telecommunications company owned partially by Rupert Murdoch which operate in TV, telephone and broadband.

News Corporation

American multinational media conglomerate also owned by Rupert Murdoch created in 1979.

Sony

Japanese multinational conglomerate founded in 1946 operating in gaming, mobile phones and tablet computers just to name a few.

Vivendi

French multinational media company founded in 1853 owning assets which include global music corporation, Universal Music Group.

Time Warner

American multinational media conglomerate founded in 1990 which own (U.S) TV channels which include HBO and also entertainment companies like Warner Bros.

Viacom

American worldwide media conglomerate founded in 2006 owning television shows such as BET, MTV and Nickelodeon just to name a few.

The BBC

The BBC is a British public broadcasting company which have been broadcasting for 92 years. In terms of the number of employees, BBC can be considered to be the second largest broadcaster from a global standpoint, providing not only television services, but also radio and online ones. With the company being funded by the public themselves through things such as the television licence fee in particular which is paid annually by households especially, the BBC are able to remain free from any influence and/or control from the government and maintain or present a more centre-ground/unbiased viewpoint on different topics. In the 1920s while under the leadership of founder, John Reith, the company started off with a magazine titled the ‘Radio Times’ with it presenting radio listings. That would go on to be a far cry to what the broadcaster would evolve into though, with it screening TV shows such as ‘Eastenders,’ Waterloo Road’ and ‘The Apprentice.’

The Walt Disney Company

The Walt Disney Company is an American multinational media conglomerate founded in 1923 by Walt and Roy O. Disney. When revenue is looked at, Disney is the second largest media conglomerate in the world. The company is particularly known for its films which span from the 1930s up till now with them ranging from ‘Snow White and the Seven Dwarfs’ to ‘Toy Story’, television shows like ‘That’s So Raven,’ ‘Recess’ and ‘Kim Possible’ as well their Disneyland theme parks. With this said, the conglomerate has been able to establish itself as a global leader when it comes to family entertainment, with their productions being able to integrate and engage practically all age groups at once. This concept of the engagement of all age groups reaches across virtually all of their products, which also allows them to establish a sense of synergy throughout the conglomerate since no one is singled out whether that be when they’re watching a Disney television show, or going to a theme park.

Comcast

Comcast is an American multinational media conglomerate founded in 1963 by Daniel Aaron, Ralph J. Roberts and Julian A. Brodsky. The conglomerate outrival The Walt Disney Company in terms of revenue, therefore making them the largest media conglomerate in the world.  In terms of what they actually work to provide, Comcast is an Internet service provider (ISP), the largest one in the U.S. in fact, as well as a cable company through NBCUniversal. As is made apparent through their shared logo of a peacock, Comcast actually own NBC and happened to acquire them recently on January 29^th 2011. With this said, Comcast have assets under their subsidiary [NBCUniversal] which include television shows such as ‘E!,’ ‘USA Network’ and ‘CNBC,’ all particularly popular television networks when regarded from an American national standpoint.  Not only this, but the company have a share in the streaming service ‘Hulu’ and also in the ice hockey team, the ‘Philadelphia Flyers.’