Here is the full slidedeck/handout for the role of media we’ve been talking about in class. Feel free to ask questions, and apply what is in the slides to the pop videos we have looked at … (Click on the beard to download the slides!)
PS: I’ll post the full slide deck tomorrow, but there’s a couple of wee exercises I want you to do first. 🙂
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. 🙂
I’ll just leave this Comedy Central sketch here:
Feel free to refer to it as required…
Just a quick one… Gap have pulled an advert because of “passive racism”. I know, I didn’t know it was a thing either. Mind you, given that Gap don’t have to go too far to find their problems, this is probably an unwelcome (or possibly very welcome) diversion.
Anyway… here’s the link: Oopsie!
We almost made it! Here are the questions from the last slide that I’d like you to consider:
When considering all the videos we looked at (links are in the slides in THIS post), you should be thinking about the following:
- How do companies (institutions) profit?
- What is being promoted?
- Is there any sense of ‘public service’?
- Which audience need(s) are being met?
- What intentional and unintentional affects on attitudes & behaviours are created by the videos?
There is no ‘one-size-fits-all’ answer here… and you are free to be selective in the examples/evidence you use to support your points. What I will say is, as far as the SQA are concerned, you will need to mention theorists (such as Mulvey, Kilborne and Butler), you will need to consider at least two points-of-view/approaches to reading the texts, and you should aim to persuade the reader of your own opinions of the portrayal of femininity in music videos.
Feel free to include your own examples as well… just remember to include live links!
We’ll be trying to write an answer to these questions in class tomorrow (though, when I say ‘we’, I really mean ‘you’… I’m going to discuss your assignments with you for the rest of the week.)
As ever, enjoy!