Representation: Photoshop collages

Representation: Photoshop collages

Dominant representation

Alternative representation

Representation: Blog task

Representation: Blog task

• High school students
• Teenagers/youths
• Parents
• Adults

High school students - a dominant representation of students is used here as the students are presented as not being too focused on things inside school, e.g. studies, but rather external ones.

Teenagers/youths - a dominant representation of this group is presented since in most scenes the teens happen to be in more of a outdoor, street setting as oppose to indoors. Additionally the fact that some are aspiring to be musicians also plays on the stereotype nowadays that quite a large proportion of young people want to delve into the (music) industry.

Parents - a dominant representation is shown in this group with them acting as more of a reasoning/questioning force in the lives of their children.

Adults - in a fashion similar to parents, a dominant representation is implemented here as they act as provocations for reflection for their younger 'protégés.'

Stereotypes:

• Black people venturing into the music industry for a living
• People of ethnic minorities roaming around the streets
• Just the very, almost complete presence of ethnic minorities, particularly black people, in the South London setting

Dependency theory

Dependency theory

1. I tend to use media, predominantly as a means of entertainment with applications such as YouTube acting as a substitute to watching TV, with the occasional Netflix here and there, and also as a way of keeping up to date with current affairs whether that be on BBC News, or just updates on Twitter.
2. I personally believe that I am reasonably dependent on the media since it is our main and perhaps only source of information of occurrences taking place across the world. Without it we'd essentially be clueless of anything taking place except if it was from a more local level.
3. Our dependence on the media has changed over the past 10 years in the sense that has increased quite greatly. With the advent and more widespread use of smartphones across the world, we've become dependent on them particularly due to their easy accessibility to different forms of media.
4. The Telegraph article does support the theory since it shows that young people especially, find a sense of place when they have an Internet connection in which they can access various forms of winter. In terms of my opinion, I think that the article is quite factual since the young people of today have a heavy reliance on the Internet for things like leisure and research as oppose to age-old alternatives like books.

Audience theory: blog tasks

Audience theory: blog tasks

Hypodermic needle model

1. The article links to the model in that upon reading it, it appears that playing violent video games is the only thing that can actually result in increased rates of aggression amongst people, which obviously isn't the case as many external factors can also play a part in it. However since this comes from an established publication, readers may be lead to actually believe that this is the only possible factor affecting aggression as the title of the article can suggest.
2. The model also links to this front page since it brings about the idea or suggests that perhaps being from a home with a single mum, or where someone stays in a lot contributed to the hack that the teenager carried out. While there isn't a proper link here, some readers may believe there is and this is why the page can be criticised since it uses certain stereotypes such as having a 'single mum' as a way of reinforcing the headline.

Two-step model

1. I personally think that the two-step model is still very much relevant today since the increased use of social networks such as Facebook and Twitter, but more importantly the followings of celebrities on it where they're capable of voicing their opinions means that members of public are likely to be affected by their views.
2. The model fits for this YouTuber as by having over 2 million subscribers and also making videos based on his opinion on certain issues within gaming, it's inevitable that some people won't be influenced by his views, perhaps even changing their own after watching the video.
3. The two-step model also works in this case since it shows that as mentioned before, celebrities on it, who can arguably be referred to as 'media leaders', have even reached levels of influence which ascends that of actual politicians within nations.
4. Jamal Edwards links to the model as he has more of an inspirational influence, in that his personal story can spur on people within his audience to become distributors of actual content themselves.

Uses and Gratifications 

Diversion - The 007 series can be said to provide a sense of diversion from the everyday lives of people. With its globetrotting and action-oriented nature coupled with things like its sleek vehicles, the films can definitely be said to give a sense of escape to its audience.

Personal Relationships - Although it can be debated whether or not a video is an example of a media text, personal relationships can be said to exist within 'The Last of Us,' particularly with the characters Joel and Ellie. As they progress through the game, a sense of relatability and empathy is established for the characters through their misfortunes and shortcomings, and this is what allows there to be more of an emotional element to the game from the audience to the characters.

Personal Identity - 'The World's Strictest Parents' can be said to convey a sense of this as by seeing what the teenagers within it learn, the audience pick up on its certain morals and teachings as to how they should treat their parents.

 

Surveillance - BBC News along with numerous other channels such as ITV, can be said to do this since they provide essentials/basic information on things such as the weather in your local area but also travel updates for the audience.

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.