Ideology - A system of beliefs that are held in high regard and followed by many or a group of people. eg. communism, capitalism. Religions are considered ideologies because they give us a very complete framework for understanding the world.
Dominant Ideology - Beliefs and values which are shared by a majority within a given society or culture.
How do dominant ideology become dominant?
Ideologies become dominant due our increased exposure over our whole lives, we are programmed to think a certain way depending of where we are. Likewise, our ideologies could change depending who we are surrounded by or peer groups.
Dominant ideologies change/evolve.
Hegemony - Process of 'Consent'
- Repetition, media, saturation
Stuart Hail - These dominant ideologies have become our own, however sometimes we choose to dispute/reject these. This is because we have different prefered readings of the media and what is shown to us.
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13/10/2017
Demographics and Psychographics.
Demographics = age gender, ethnicity, household income.
Strugglers - Usually do not have many skills, are disorientated & struggle find their place in society. Usually heavy alcoholics or consumers of junk food they indulge in television and will play the lottery-----------
19/10/2017
Modes of Address
Direct Address - Speaking to the viewer directly, using your or your reinforced preferred reading
indirect - more'objective speech
Authoritative - It knows more than you they know better than you
Familiar = Not a voice of authority, more chatty friendly mode of address
Notes
The advert is focused on making the audience themselves guess if they are in an abusive relationship or not almost as if they themselves are being questioned at the moment. This is re-enforced by many things in the advert, the title uses direct adress, which is made to have more impact for the target audience; those in an abusive relationship.
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20/10/2017
Use Generated content (UGC)
Sharable content
Pro-sumer
Participatory culture
Collective intelligence
What is UGC?
Content made by non-professionals (social media posts, blogs, pinterest etc)
How can this be used for marketing?
By sharing and talking about a specific product, you become apart of the marketing and are helping to sell the product via word of mouth.
Pro-Sumer
We are no longer 'simply' consumers - we product our own content.
Since the 1980s the term 'prosumer' has been used to describe the blurring of the lines between producer and consumers.
But the dawn of Web 2.0 (early 2000s) makes this more of a reality for everyone.
UGC - Is 35% or more popular than other media
- Is 59% more trusted than most other media
Collective Intelligence
This is a concept (used by media theorist henry jenkins ) that proposes that - 'Nobody knows everything, we all know something. Therefore together we can know everything (or nearly everything)'
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Task
This is Abuse -
The audience is teenagers, but to be more specific the audience is teens who are going through similar tales of abuse. The purpose of the advertisement is to try and help teens who are in the same position realise that they are either going through or have gone through abuse and how to get out of that situation. The techniques used are; Direct Address is used to try and make the viewer question themselves and re-evaluate the situation there in. Another technique used is camera angles, when they are focused on the abuser they are low which causes him to appear bigger and stronger. However whenever the female is focused on, the camera is higher, causing her to appear smaller when compared the abuser, the male, in the relationship.
Be Food Smart -
The government can absolutely help cultivate a healthy lifestyle, however it will prove difficult with all of the brands that attempt to further their own agenda with unhealthy products. By way of advertising they would be able to convince the public to breed a healthier way of life. One technique used in the video was an attempt to try and get through to children - this was done by using a child actor as well as visuals that would be more appealing that raw facts or numbers. This way the government are targeting the younger audience who will, no doubt, have an effect on the older audience.
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2/11/2017
News
How and why I consume the news.
I consume the news through various methods, however these all pertain to my situation and what is the most convenient method for me. This means that buying a newspaper or watching the television to keep updated is out of the question, instead i utilize the technology i already have (My phone & PC) to keep updated. However I am also kept up to date via word of mouth, this usually comes from the people i talk to everyday which means the way they tell me the news is biased with there own opinions; Usually i agree with this opinion but it can distort my original view in the process. When I am in the process of utilizing my phone or other technology, i mainly get my news from Youtube, in which people will make videos and live updates about certain new subjects, & also from the Google homepage. The news i consume from google, is very passive and is not something i actively seek out. Instead it is almost told or given to me, in response to my search queries, and i almost never read the articles - instead only reading the titles very quickly which also lessons my full understanding of the story and instead heightens my own bias and opinions without me even realising.
How do newspapers make money?
Newspapers procure money from various means. One of these ways is through gas stations or supermarkets that sell their newspapers, from these sails a portion is given to the seller and rest is given to the newspaper itself.
Task - Pros & Cons
| Ways to make money. | Pros | Cons |
| Charge a paywall | Allows me to constantly make more money, and provides a new way to keep up with technology. This would also allow me to have more regular newspaper sales as i could offer a bundle with both the ability to view news digitally as well as on a newspaper. | People may not want to pay. This could cause people to try and find other ways to get past the paywall. This could also give my newspaper a negative reputation which could further reduce sales. |
| Increase the price you have to pay to have your advertisement shown. I would also make them pay by the amount of viewers and increase this as the amount continued to grow. | Would allow me to make alot of money as i would constantly be making money rather than only making a small amount once, like if i had offered a one time fee. | Could be seen as too expensive, which would drive away sales. Could be used to |
| Increase cost of paper | Would allow me to increase the profits i would make daily, this is guaranteed as long time readers are not very likely to stop after a small increase. | Might drive away new sales and could anger the people who already consistently pay for it. |
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3/11/17
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