Role Of Media

For the SQA, there are three aspects in particular that underpin what we consider when studying the Role of Media. Hopefully this wee video will help you understand the relationship between the three…

In essence, media companies (institutions) have purposes (profit/promotion/public service). In order to fulfil this purpose, they produce media content. An audience uses and/or interacts with this content to satisfy their need for entertainment, education or information. In consuming this media content, and audience will be influenced with regards their attitudes and behaviours. This influence may be intentional on the part of the media company, but can also have unintentional results.

For example: In order to make a profit (£), a publisher (?) produces a newspaper (?). This newspaper carries a story about refugees fleeing a middle eastern conflict in order to meet the audience need to be informed. Their intention is to influence attitudes and behaviours, specifically, they want their audience to think that refugees are illegal immigrants, to believe that they are only coming to take jobs, and that our feelings towards them should be hate-filled. This is the intentional purpose, but the unintentional purpose is to make potential readers see the newspaper as a right-wing, xenophobic hateful rag. If enough people buy the paper, this influences the publisher to produce more of the same…

Hopefully, this makes sense, but if not leave a comment or ask in class. 🙂

Here’s Lookin’ At You, Kid!

Just a wee heads up… I’ll be in the hospital tomorrow during the lesson (I may be back in time… I have no longer how it’ll take). Your task is straight-forward is simply to carry out an analysis of the closing scene of Casablanca.

Your focus is up to you, but I’d expect at least one comment and reference (quotation) from each of the starred Key Aspects below. Do your best, and don’t forget the things we’ve talked about with regards the previous clips.

Content-based KA analysis 

Categories: genre, purpose, tone, style

* Language: medium/form-specific technical codes, cultural codes, anchorage

* Narrative: structures, codes, conventions

* Representation: representations, selection and portrayal, ideological discourses

Context-based KA analysis 

* Audience: target audience, preferred reading, differential decoding, mode of address

Institution: internal controls and constraints, external controls and constraints

* Society: time, place

One last hint (and it’s a BIG one)… don’t forget you have a rather wonderful glossary at the back of your course booklet… and that your course booklet is stuffed full of awesome hints and tips and explanations! 😉

Here’s the clip: