Case Study

Find out two important public figure
(find their story)

Madeleine Mccann
Went missing in May 2007 while on Holiday in Portugal. Still hasn't been found or whether she's dead or alive, remains a mystery, despite a £12 million police investigation.

Shannon Matthews
In 2008 Shannon went missing. Then she was discovered alive under a bed 24 days later, less than a mile from her home. Her mother Karen and Michael Donovan, Karen's boyfriend's uncle, were jailed for her kidnap. Given a new identity after her heartless mother used her in an elaborate kidnap sham to get cash.

Language

Madeleine Mccann	Shannon Matthews
Consultant parents are referenced  'Our children sleep with us now' Interview of Madeleine's parents were presented in the article, that really showed their sympathy  'described how they plan to use some of the £300,000  wealthy family for having a spokesperson  'we fell into the deepest, darkest chasm'	Mother who has seven children to five fathers  'Police get more time to question Shannon Matthews' mother' The mother copied a TV show program proving how stupid she is.  Shannon's family asked for donations from the Mccanns fund set up

                                      


The McCann's were interviewed, and many of their heart breaking responses were in the article. The daily telegraph really showed audiences their sympathy. Comparing the headlines for each article the Matthews article 'police get more time to question Shannon Matthew's mother' is certainly different in terms of the McCanns headline 'our children sleep with us now'. Throughout the Matthews article there is not much Intel about what she says about this case (a lot less response than the McCanns) it has been solved that Shannon's mother copied the kidnapping idea from a channel 4 series 'shameless' telling us how uneducated this woman must be, and how desperate.
Shannon's mother not only set up her own daughters kidnapping but she also demanded fund money from the campaign of the McCann's, the telegraph explicitly mentioned 'Shannon's family asked for donations from the fund set up to find Madeleine McCann' but just before this information the article states 'Miss Matthews, 32, has been accused of knowing her daughter's whereabouts from the start of the £5 million search for her,' the facts used here are not said in the McCann article, about how they asked for donations (it was said they were using the money they gained from Madeleine's fund set up) and is knowing the mother's age significant when mentioning the money for the search (I think not). I'd say the McCanns article is more favourable than the Matthew's, it seems the daily telegraph is definitely being more biased. 

In both articles there is an image of the mothers and their children. The photo size in Shannon Matthews’s article is bigger than the one of Mrs. McCann, even though the Matthew story is less significant than Madeline’s. There are clear distinctive differences in each image. There is a close up shot of Shannon Matthews and her mother merged side by side to create a single photo, Karen looking downwards while Shannon is smiling both shots are kept eye line. As for the image about the McCanns you see the mother playing with her child in the park, looking so caring and keeping watch of her.

Stuart Hall conveys that news coverage can be hierarchical. With each article you can see the presentation of those less powerful in society. Possibly because Madeline has consultant parents, the article was positive attributes about the dilemma and how they planned to use the fund money they gained to help find Madeline and all the sad responses they said about the situation. Even though Madeline hasn’t been found and there is no proof of what exactly happened to her or how the kidnapping happened, for Shannon’s article it is revealed that the mother was behind the whole kidnapping of her daughter, but there is also some irrelevant information in the article. It is reported that Shannon’s mother faked her daughters kidnapping so she could gain money, but to say that ‘Miss Matthews, who has seven children to five fathers’ seems unconnected with the occurrence. With other sources i did find out that the McCanns left their children in their hotel room unsupervised with the doors unlocked, but the daily telegraph doesn't say anything about this poor parenting.

If you were comparing the two articles, the dominant meaning of the daily telegraph would be for audiences to have a preferred reading towards the McCann's. As for Miss Matthews article there is a clear op-positional reading where viewers ideological assumptions are rejected. As for me I would also take these readings and prefer the McCann's as a dominant reading, since the daily telegraph intended to use Hall's reception theory and also create an op positional position for the Matthews case. Reason why is because of the text in the article and how differently said words were in each article. Creating a more negative ideology. 

Essay 400-800

How and why do you consume news ?

How do I/anyone I know consume news?

I don't know anyone that buys newspapers but I do get newspapers for free from those train station stands for my dad, he's pretty much the only person I know that reads newspaperS.
I usually consume news through TV because my dad mainly watches the news through television, but I don't listen regularly.
I'd say the only way i consume news would be by links on social media apps. The main sites I read are Sky news, The sun and daily mail.
The main sites I (rarely) watch are, Channel 4 news and BBC news.
The only reason as to why i would read the news would be if i see a topic that is interesting.

	Pros	Cons
Hire more journalists to cover a bigger range of events.	- Increases the number of news articles - A wider source of information	- It would be a waste of money to hire more journalists. - Use the journalists you already have.
Put more ‘sponsored content’ online and in your paper.	- You receive money from the advertisements - People will more likely buy your paper because of the sponsored content.	- Makes the newspaper look unprofessional and cheap
Sack Journalists.	- Gets rid of the dead weight  - Saves money	- Less information
Make journalists tweet more	- Spreads encrypted messages/tweets that can only be revealed by reading the paper. - Would make people to read the paper because of the tweet. - It's cost efficient (free)	- It is not the best platform for people to access their information.
Make journalists write about celebrities more.	- Creates more interesting stories - A lot of fans will want to read about the celebrity	- Less important information
Increase cost of paper	- More money gained	- Lose customers
Ask readers to write more stories (for free)	- You get interactive with viewers.	- Less professional articles and sources of information
Shut down your paper (go online only)	- people would have access your site easily.  - Save materials e.g. ink, paper, mass production etc.	- People without access to the internet or knowledged on technology will find it difficult to access.
Decrease price of newspaper (or make it free)	- More people will buy/take the newspaper.	- Less income on each newspaper
Put up paywall	- Gain money from subscribers	- May lose customers due to hefty price

Task 2: distribution and cross - media platform (beats prezi)

https://prezi.com/view/uxpREEpjhSP9ChVRgeWN/

Essay: 500-800

Compare how media language is used in the construction of gender in two print advertisements for fragrances ? (500-800 words)

INTRODUCTION:

I'll be analysing two women fragrances and the brands of the products is 'Miss Dior' and 'Gucci premiere'. There is a single female in each advert, with both products displaying a clear concept of the male gaze but are shown in different ways. With Dior the woman is seductively looking directly at the viewer and she has an arousing body position. As for Gucci the model does not directly look at the viewer and the position of her body would want a male to observe her. Both ads create a tempting image reinforcing the ideology of the male gaze and how women are the 'looked at' whilst men are the 'lookers'.  

Miss Dior seems really girly and colourful, perfect for a women's fragrance because it has that delicate aura in the advert. As for the Gucci advert it seems a little dark but glamorous and sophisticated i'd say a perfume for classy women. I believe both females are objectified and Miss Dior is reinforcing the stereotypes of women whereas Gucci is challenging, a little bit, the stereotypes of the female being; pink, soft, weak, emotional etc. because the advert is nothing like that at all, it's more strong and dark but still sexy and fashionable.
I don't believe the images for Miss Dior have been 'airbrushed' because it looks too natural. 
I'm not 100% confident in saying that the advert upholds and challenges the idea of patriarchy but, the female model, is doing what Laura Mulvey conveyed about the male gaze. However, she covers herself whilst still being seductive and hiding her body from the male gaze but not her eyes, this type of thinking can challenge the idea of patriarchy because the woman is in control of what you can see. One of the Miss Dior ads also contains direct address 'and you. What would you do for love?' giving a message to the audience suggesting this product is worthy enough to love.
The connotations of the light colours used e.g peach, white, cream etc. usually represent innocence, purity, demureness and naturalness. The lighting is bright and has high key lighting it also has a clear showing of simplicity. In one of the examples the model wears a black dress surrounded by a peach like scenery, the colour black could illustrate danger and secrecy.
Both adverts use long shot to show most of the model and all of the product and the display is kept eye-line. For the Miss Dior advert they used crab right and placed the product and essential text in the spacious area. 
The Gucci advert is kept quite central but the model is pan left but not the camera composition. Gucci advert is not so colourful everything is black and white apart from the brand name (which is gold). This use of colour and scenery makes the woman look powerful/strong and a glamorous/gorgeous mystery, challenging the stereotypical roles of a woman being a good housewife, dressing properly, taking care of only her appearance. Gucci defies all that nonsense and uses celebrity endorsement (Blake Lively) as an advantage to the display. 
The advertisement also challenges patriarchy, not looking at the audience, in fact looking away, almost alluring the viewers towards her. There are no words or any connotations of binary oppositions, so Gucci doesn't use here.

CONCLUSIONS:
The hidden message for the Gucci advert is that if you use this perfume, you will look and smell just like Blake Lively, which is practically any girls dream. Usually the dark colours used in the would emphasise dullness and unexciting but somehow Gucci creates a desirable advert.
It is named 'Miss' Dior, this connotes that it is for women who are unmarried. Furthermore, the advert portrays an adoration for elegant, feminine women. 
These two adverts present to modern day viewers that traditional/typical stereotypes are no longer prevalent. I like that the media industry and society itself understands that times are changing and that they should just accept it and even embrace it, just how these adverts are presented.

      

https://www.fashiongonerogue.com/wp-content/uploads/2014/02/miss-dior-natalie-portman1.jpg
http://portfolio.newschool.edu/tessardenfinkelstein/files/2016/09/miss-dior-blooming-bouquet-dior-201603-01-209g8s9.jpg
https://fimgs.net/himg/o.57046.jpg


           

Distribution and cross-media platforms

	What it is?	Strengths (pros)	Potential Problems (cons)	Examples
Viral advertising	Viral advertising is advertising that spreads like a virus.	- How fast the growth is, the advert spreads quickly.	- Viral advertising is more short-term and doesn't gain long-term advantages.	- Metro trains Melbourne dumb ways to die - November 2012. - Old spice - February 2010.
Native advertising	An advert in disguise. Where you watch something that doesn't seem like an advert, and (sometimes) you realise towards the end that it was an advert the entire time.	Native advertisements are remarkably cheaper than regular advertising; and since native advertising is more targeted, their costs are much more efficient.	- Sometimes certain people view the adverts as dishonest or deceptive. For example, people would assume native advertising as regular news reports or articles. Once consumers realise they've been tricked the end result will be unfavorable in the opinion of the product.	Sites that do native advertisements: - Youtube - Buzzfeed - Spotify - Tumblr - Twitter - Yahoo - Itunes - Flipboard
Targeted advertising	Targeted advertising is usually on online portals like facebook, using data brokers to gather data on a certain person and show specific adverts that could be of interest to them.	- The more info you have about your target audience, the more effective decisions you can make when it comes to your product/brand strategy. Creating a clearer campaign, companies will know how well your strategies are working and how your good audience is responding.	- If all adverts are based on preferences, then no one would be introduced to any new products that might have been exposed to arbitrary advertising. - Also to do targeted advertising is time-consuming especially for vast companies having to look into all the people who buy/ are interested in their product.	- Facebook - Gmail - Pinterest
Shoppables and influencers	This type of advertisement is similar to celebrity endorsement but they use famous people on social media to advertise a certain product, and influence their many followers.	- Has easy access especially if a tag is placed on a photo, with just one click you can find out more detail of the product. - Effectively reaches your target audience	- Unfortunately many influence's accounts can be hacked and any links users click on, can hack their accounts.	- Instagram introduced taggable products, a new shopping experience inside the application.

Persil Presentation

"This girl can - phenomenal women" Textual analysis task

Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	There are many long shots, showing the full body of the woman doing the sports.  Also many mid shots and close ups. There is depth of field. Camera was at a low angle, when she's holding the baby.   Bird's eye view at the end  eye level when the woman was swimming	Low - holding the baby - the mother is powerful.
Editing including any SFX	There are a lot of jump cuts, jumping into different scenes.  There are very fast cutting rate shots. In the beginning it is a montage, a series of pictures and video. There is also slow motion specifically on a persons body.	So many things are going on at the same time or not. It's connoting that woman have a lot of things to do despite their age. The slow motion part is to show that this woman is not ashamed of her body whether she's a size 8 or 16.
Sound- diegetic, non-diegetic, narration etc.	There is non-diegetic sound because the people in the frame can't hear the music. There is voice over	Lady is not narrating each ot the scenes but is narrating a certain meaning, saying that she is a woman and indicating women can all do these phenomenal things.
Mise-en-scene: location, costume, props, lighting	Field, dance studio, street, swimming pool, park, sports hall, hospital, gym. Swimming costume, gym attire   sport equipment. The props are the baby, boxing glove,	Girls shouldn't do certain sports but in the advert there are girls everywhere being sporty.  The advert also shows things girls can do like birth, jogging and makeup

Gabrielle: The new fragrance by Chanel advert

Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	There is a lot of tracking in this advert, because we follow the girl running to the right. At the start I saw a crab left where the actor was on the left side of the advert and there was just scenery on the right (around 7 seconds). There is a mixture of shots, we have a few close ups and a few extra long shots to show the surroundings as well. There are also plenty mid - shots and long shots. There is also random mtion in the advert where the actor is running and the camera composition shakes slightly. Most of the shots were kept eye level but not to the standard eye-level. Apart from the beginning the next close up there is a zoom in, it's slow but noticeable.	From what i can tell only at the end were there some hints that this is about a womens perfume, but apart from the end, i could not tell this was an advert about perfume. I got a feeling that the advert was linked specifically to women since only a woman is shown and how everytime she runs gradually her (chains) scarves are coming off. The woman is trying to be free she's trying to escape and once she does she finds what essentially she's been looking for, what she's been running for.
Editing including any SFX	There are a lot of sudden cuts in this advert, but it is edited to show the next viewpoint or a different angle. Matching the song/music, when the song hit a slow moment in the advert, so did the movement and you could see slow motion. Then just before the end there is a sudden cut from the celebrities face and then shows the product the whole advert was about.	The editing of the advert and its jump cuts shows the audience the position the actors in and her surroundings. Also the slow motion used can connotes the hesitation in some women when buying a product or just 'running' towards something better, the slowness could emphasise some women holding themselves back and only they can 'run' and push themselves forward towards the next scene/location.
Sound- diegetic, non-diegetic, narration etc.	Throughout the advert there is a song by a popular artist. It is a non - diegetic sound because it is clear everyone inside the frame can't hear the music. As for SFX, there were thunder sound effects and the sound of burning light.	The music is very loud and strong, the song itself is powerful, and that's how it starts off. Once she breaks free from entrapment she feels powerful but then she slows down, and so does the music, but then the music picks up and so does the speed of the advert.
Mise-en-scene: location, costume, props, lighting	In the beginning it's unclear where the actress is, but then we notice a spider web like cage that she breaks out off. Then she's running inside one room full of different lights, there's rings of orange in the ceiling, then for less than a second the lights switch off and one spot light appears but it flashes in different areas of the actors body creating one side light and the opposite side dark. then above her are sparkles, that on the camera create little lines and dropping circles of gold and white. Then after escaping the room she lands herself on what seems like the top of a mountain where you can see the sunset, giving some high-key lighting, to show that it's day - time and to give off a happy feeling. More on props the other thing besides the product itself would be the yellow crystal blocks, that Kristen Stewart breaks down and reveals a beautiful sunset.	The costume seemed like chains and the actor just kept ripping and pulling apart the cloth 'chains' wrapped around her and continued to run towards the light. Which at the end we realise the light is the new fragrance by Chanel. The actual product itself and the only prop that appears in the whole advert. As the actress continues to run the high - key lighting is shown more because she is getting closer to the product, they're trying to say Chanel perfume will bring light you want to run for and catch.

Bovril Advert Analysed

• Shots: There was a pan shot where the actor walks towards something and the camera follows. Around 36 seconds in the advert there's a fade out into the next shot. It was a long shot showing the full body of the actor. Then a mid shot showing from the waist up. And lastly an image of the product at eye-level. 

• Sound/music: We inserted a type of battlefield music throughout the advert, trying to emphasise the strength of the product and how strong bovril came make you, just like the music. There was non-diegetic sound since everyone in the frame couldn't hear it.

• Mise en scene: The location was a hallway inside the school building, you could say the prop was the fire extinguisher and the product itself. 

• Editing: There were a few cutting bits towards the end of the first shot and beginning of the second shot and after cutting each shot we merged them together so the advert would flow nicely. We edited the advert so it lasts between 30-40 seconds which is ideal for an advert.

• Logo/ Slogan/ Caption: We used many captions on a certain part of the advert. All the words were written to promote the positive ways to use Bovril. To make the captions more visible we used the colour red because when the advert pauses for a few moments the background changes colour and it becomes black and white and red was a suitable colour. We didn't have a logo (so that could be something we fix for next time) as for a slogan you could say it was the words 'Use Bovril' since those were the first words in the advert and they're very imperative words (perfect for bovril user).

• Persuasive Techniques: There was emotional appeal in the advert, attempted to make the user feel strong and be happy for gaining that strength by using Bovril. 

• Meanings: The main idea was that in case of an emergency what if someone couldn't help, in our advert the actor couldn't pick up the fire extinguisher because of his lack of strength. But after gaining the 'power' of bovril he was able to pick up the prop and help. The meaning behind bovril would be that it helps you when you need it most and if you're lacking something (like strength) using bovril will help.

• Social/ Cultural Context: