What techniques are used to establish the texts genre?

Firstly, the typical technique non-digetic sound has been used right at the beginning of the News bulletin. An example of this is at the beginning of the news the music is like something bashing and beats increases every time it’s going up. This establishes the texts genre as audiences can identify with this type of music as BBC only uses it (Uses and gratification-Blumler and Katz). Also this music is used throughout the Bulletin, this connotes that all the headlines in the news will be important which establishes the texts genre of being serious and hard news but towards the ending there is some soft news.

Moreover, there are a variety of shots used to establish the genre of the text. An example of a shot is a mid-shot, this is 0.03 seconds in to the bulletin the man is dressed in sophisticated grey blazer which connotes strong emotions and conservative however an oppositional reading (Stuart Hall)  could be that it connote how it is part of the uniform of the corporate world. Along with this he is wearing a pink shirt to connote the message of him being a serious man who knows what he is talking about as a tie is usually worn at serious occasion or formal. The direct mode of address connotes that he is talking directly at the audience as if we need to know this information which links to how he is educating us (Blumler and Katz- Uses and gratification) of what is happening around the world. However, the all these techniques establish the genre of this clip being a news video simply because the mid-shot used establishes the genre as the institution wants us to focus on his facial expressions and what he is .

In addition, there are a variety of edit used to establish the texts genre.  An example of a camera movement used is fades out. This is 0.11 seconds into the news were the montage of picture of Rupert Murdoch are been shown to the audience informing them what the hard news is about (Uses and gratification-Blumler and Katz). Also, the voiceover of a serious male man anchors the images as it tells the audiences what the Murdoch’s illegal behaviour are. The slow fade out make the news establish it’s genre as if it is telling us the serious news in a relaxing way and is conveying that the news is newsworthy as it is a really interesting topic so the man needs to have this story right at the beginning of the news 9Galtung and Rouge).

Finally, a variety of Props have been used to establish the texts genre. An example of news iconography used is the typical BBC background, this is at the start of the news were the man is introducing us the headlines. The first one is the main one as the non-diegetic sound beats the hardest on this headline and the man’s speech anchors this.  The setting is in the BBC studio which connotes that the texts genre is in a formal place again. A variety of props have been used to establish the texts genre an example can be the screen at the background with the BBC logo and the microphone when Rupert Murdoch is speaking at the beginning. Another logo used to establish the texts genre is the logo of BBC new at the top left hand corner this informs the audiences that this is a news channel.

How are people/ places represented in the text?Firstly the news represents women as being dominating and serious. As women in the world are usually stereotyped as being an eye candy and voyeurism (Laura Mulvey) this news bulletin challenges this stereotypes as it represents the women being independent. An example of this is 2.49 seconds into the news there is male and female sitting in an interview-interviewing Rupert Murdoch. As women are stereotypically represented as being less powerful here the audiences can see that women too can be matriarchal and have the same jobs as men. The women is wearing a black sophisticated blazer which connotes power and gives her and elegant look.

Another way people are represented in this text is as being rich and wealthy. An example of this is 0.09 seconds into the news bulletin; the audiences are informed how Rupert is a wealthy man with a lot of money. As he is in a car with his wife the audiences can see from the indirect mode of address how they are both two wealthy to look directly at the camera. His wife is holding a branded bag which connotes the message of him being materialistic. Besides this the news is represents people as being posh and having a typical white accent is important. An example of this is 0.24 seconds into the news the man looks Asian however his British accent proves that the BBC-British broadcasting Corporation on accepts people who are Born and Raised in the Britain. The news is represented as being unfair as people with other accents cannot be accepted.

Moreover, the news represents itself as being diverse and having news stories from a variety of topics not just mainly focusing on hard news. An example of this is at the beginning of the news the audiences are informed (Uses and gratification-Blumler and Katz) that this is something to do with new technology due to the phone hacking system however, there is big contrast towards the end as the last story line is about the prince and him celebrating his anniversary. Also, the news is represented as having immediate news recorded. An example of this is 0.031 seconds into the news there a couple of police and the guy Mark who has been shot by the police. This represents London as having too much violence and gangs which can be linked with the audiences who were in the riots as the voiceover anchors this (Uses and gratification Blumler and Katz).

During the BBC news intro, the title sequence is used. The title sequence is used as a viral marketing technique as audiences can familiarize themselves with the news programme by the non-diegetic sound and the colours, reds and yellows. The reds could represent London and the Uk whilst the yellows could symbolise how the BBC targets a global audience. The title sequence consists of a spiral going around a slightly tilted globe. This could connote that the BBC inform and educate the audience about news globally. However, at the beginning this is only half shown as the equilibrium (Todorov’s theory) starts with the news man informing the audience about “what will be in the news at 6”. The audiences expectations are fulfilled as the BBC news man informs us of a variety of recent political issues, such as: Rupert Murdoch not knowing about the phone hacking scandal “all because there was a cover-up. They then show a medium shot photo of Murdoch and an Asian women sitting in a car. This then cuts to where Murdoch gives his speech about the recent hassle he’s had. The short clips connote that BBC want to give us sneak previews of the contents of the political issue, encouraging the audiences to want to view more about the subject. The low-key lighting where Murdoch speech is connotes that he is talking about a controversial serious topic. Whilst the white wall and black tables could contrast the connotations of society’s views on him and the binary opposition gd. Vs. Evil. The next few shots connote a sense of the institution trying to target a difference audience psychographics and each aspect of the news targeting a different audience. For example the shooting of a man in the summer riots “The BBC obtain footage minutes after Mark Dougan gets shot”. By the use of the camera footage not only connotes a sense of realism but also by the blurred images connotes that the audience are seeing something undercover as if they are getting an insight to important information. The low-key lighting and crowded figures around the body also connotes that the subject features a serious topic. Whilst, the form of it being set as a long shot  CCTV footage also connotes that it’s a piece of evidence in order to persuade the audience into viewing a different perspective of the scenario. The mise-en scene of the footage where the cars boots are open and orange uniforms where paramedics are hovering over the victim connote the full impact of the shooting, connoting that the audience should feel sympathy for the victim. The next few shots convey Charles Taylor being found guilty, which just like accusations against Murdoch connotes a sense of government and politics. As the news targets different audience psychographics because of the different genres of information gives the audience a feel that that certain parts of the news target a different audience. This is also further connoted by the short medium shot of the clip informing the female audience will be allowed to get the pill over the counter. The use of this then connotes that they want a younger audience to be informed about this subject.

1)      How is the text typical of BBC output?

The text is typical of the BBC output. Not only because of the same title sequence seen at the beginning of the news (allowing audiences to be familiarized with the news), but because of the fact that BBC is a public broadcaster. Many of the topics explore different regions of news, targeting different audiences. This could connote that the institution use the different aspects of news to target a range of audiences. Because BBC news is  24-hours news, this means that even during watershed and prime time, the news will repeat itself. This then makes sure that the audience are informed and educated about the news. Whilst, connoting that because it will be repeated it will be more likely for the institution to control what the audience is bombarded with.

 The media text starts with the medium shot of the news man; this adds to the typical conventions of BBC news as just after the opening title sequence there always appears to be professional looking man or women reading the news. The way they are conveyed to be intellectual and professional is purposely used by the institutions to pin into our heads that were consuming the most accurate and reliable information from them.  However, the montage of medium to long shots that allow the audience to preview the topics of what will be in the news connotes that they are trying to catch the audience’s attention. This will then allow audience demographics to be encouraged to watch the news. As we are aware that this montage will be repeated in an hour or two, also connotes a sense that if the audience are busy they still have another chance to consume the text. The montage is also typical of the BBC output as within the montage only the most serious news is conveyed. This then creates a sense for the audience believing that they have to watch this and that they can’t miss out on the important news that is reaching audiences globally (hypodermic model).

As the BBC is set in West minister (London), this connotes that the Public Broadcaster will inform and educate the audience mainly about events involving the UK. As the BBC institution owns many other BBC public services worldwide, this connotes that this broadcast will focus just on the UK. Whilst, the other broadcasters will focus mainly in different aspects.

Also, the fact that the broadcaster ‘s montage of clips focuses mainly on government and politics suggests that this is used to target a more intellectual demographics and who is more interested in this topic. However, by the way they then inform and educate other audiences about the different topics (e.g. being able to access the pill from over the counter) connotes that they are trying to target different target psychographics.

 

How is this text typical of BBC output?

Who is the target audience and what uses and gratification does this text offer them?

Firstly, the target audience for this text is of the psychograpghics carers (Young and Rubicam) as they want to save the world. An example of this is right at the beginning of the bulletein the Asian man is informing the audiences (Uses and gratification-Blumler and Katz) about Rupert Murdoch and him acting as if doen't knwo anything about the phone hacking scandel. This will probably target proffessional people of the soco-economic class A and B as they are more into news and what is happening around the world. Also, they are more likely to do something about it rather than the working-class. Therefore, audiences will watch the news if they are in the middle-class and would like to do something to help the world.

Moreover, another audiences who this text targets is succeeders. An example of this is the last story line of Prince Williams celebrating his anniversary. This informs and entertains (Uses and gratification- Blumler and Katz) the audiences of what is going around in this rich princes life but as he has the wealth he feels that he does not need to show it of as much as he has the power just like the Bourgeouise (Marxist view). Therefore, this will target the socio-economic of E,D,C 1and C2 of the nationality Britesh, as all of these audiences would watch this bulletin so they are informed of what is happening in Britain.`

However, another target audience that this text may target is men. An example can be that Rupert Murdoch is a powerful man in Britain who has a lot of power and money. Which may targte some men Primarily the age of 45year old who have that much power in Britain or other countries. Also, the uses and gratification that this would provide the is identification as they may realise how they are wealthy like Rupert.  Also, people who own business can appeal to this bulletin as they may want to know what is happening in the world so that they can help and maybe invest withtheir money this can be known as carers. 

Finally, the secondary audiences for this text can be nuclear families consisting of a mother, father and their dependant childre. They may live in a semi-detached house in maybe Glasgow, London or leeds but they are Mainstreamers who want to with the flow but don't want to stand out as they may only want to watch the news for social interaction or to be informed of wha tis happening around them (uses and gratification-Blumler and Katz). It can also, appeal to teengaers this is because there is one headline about the riots which maybea sense of identification as some of those who act like 'gangsters' may recongise what has happened in the past.

http://www.bbc.co.uk/iplayer/episode/b01gkh2k/BBC_News_at_Six_26_04_2012/

• Media Institutions: In what ways is the trailer typical of the video game industry?

The Institution of the Modern Warfare game aim was to contrast the concepts and technologies that have come into use from after the Second World War and the Korean war. As the MWF game is focused through and Xbox console, the connotations of this becomes more likely for people to be interested because of its popularity. However, the advertisement of the third Modern Warfare is used by the institution to allow the audiences to be informed and educated, whilst connoting a sense of escapism. As MWF is a popular game; the globe conveyed in the credits and screenshots could connote that the institution are trying to convey that they target a globalised audience from all different countries and ethnicities. This also links to the fact that the game is about war which impacts every one of us. This could then further connote that the institution are trying to include us within the game.  The MWF can also be conveyed as a popular game by the luminous writing it possesses throughout the trailer. The direct focus on this links to all three games which creates a sense of viral marketing within the lean-backwards media.

The general mise-en scene of the game is a method used within all three of the MWF games which connotes that the institution are trying to allow the audience to familiarize themselves with the game. The layout colours of the media product’s trailer consist of a luminous green and black, which is not only used through the advertising of all three games but enables the institution to hint to the hybridity genre of the game which consists of, war and adventure. As some of the media products shots are conveyed in a game form, not only informs and educates the audience of what the game will be like but also connotes that the institution are including the audience by letting them have a sneak peak of what the game will be like. Therefore, encouraging the audience to buy it.  An example of this is the point of view shot, aiming a gun at an antagonist, creates the sense of enigma and thrill as the audience have actually stepped into the game and taken control. Another example of this is the contrast and framing cut of the two screens as they split, conveying the “1^st player and 2^nd player”. This also allows the institution to convey a sense of social discussion between the fellow players and targeted audiences as they can play against each other.

The institution has also used forms of technology to convey the fact the modern media product that they are trying to sell. As the institutions are trying to convey the technology gives that have been made after the Second World War, they have used a variety of weapons such as rifles, knives and guns. These weapons not only connote that this game is targeting a higher demographic but also that the montage of clips involving explosions and the use of these technologies connote a sense of adventure. Whilst, allowing the targeted demographic to get a visual experience of what tgings would be like in war. Because of the fact that the setting/locations have been set in a vast amount of areas, suggest a sense of cultural soveignity of different parts of the world where theirs fighting, targeting a mainstream audience. This not only then brings the population together worldwide but the institution allows the audience to view different aspects of life. Guns, knife crime and explosions are what many audiences like to escape in, so by advertising through a lean-backward media, then will encourage particular targeted psychographics to consume the media product.

Also the fact that the game is set in America and was produced in America also connotes that the game will be successful as many American games are globally successful (Technological soverignity). This is shown through the American short dialogued speech, slightly anchoring the text where although it links to the game, theirs also elements that it’s trying to promote the other games is well.

• Media Audiences: Who does this text appeal to and what pleasures does it offer?

The media audience demographics target a primarily audience of young adolescent males (socio economic model of c1, c2, d,e). The reason for this is by the conventions that would find the explosions, destruction and use of technology far more interesting than a female audience.  The genre expectations and narrative pleasures would have been fulfilled as many male audiences like the enigma and thrill of destruction and guns, as it gives them a sense of power. This, therefore connotes that their part of a patriarchal society.

The use of soldiers, that are conveyed both as protagonist and antagonist also gives the male audience a feel of what it would be like to be in the war. Whilst, the older secondary male audience may have more experience with wars, enabling them to self-identify with the characters. Soldiers are conveyed very “manly” and “macho” as they are thriving to protect our country, which can be seen as the real manly job to go into (Aspirational audiences). This will then connote at promoting and giving the audience and insight of the real work done by the soildiers. This not only allows the audiences to self-identify with the characters but also allows them to be informed and educated about the war and what the people may have gone from. However, the fact that all the protagonists soldiers were white also sticks to the conventions of nationalistic and ethnicity ideologies of being one race. This the excludes other races, however, it doesn’t because of the use of different cultural settings conveyed which allows audiences to self- identify with them.

As they institution conveys the full impact of the wars, the medium shot of the age certified warning is used to make sure that a younger demographic is warned about watching the trailer. There are two connotations behind this. One, because the institution wants to convey the full impact of the trailer, promoting to a larger audiences. Secondly, because by putting an age certificate on the trailer, it is allowed to be shown during prime time or a after prime time so it can target a range of audiences at different times of the day.

The psychological pleasures, the male gaze will get from the game, especially as it gives the targeted demographic an insight of a taster and preview of the game will convey fetishization, encouraging them to go out and buy the lean-forward media. The game will also allow both domiant and oppositional readings of how war is conveyed within this animated media product. Whilst, also conveying the controversial subject of whether audiences should be consuming these types of fictional games because of the real life traumas this will cause.

Media Forms: What codes and conventions does the trailer use to establish the text’s genre?
Firsty, there is a variety of different shots used in this trailer to establish the text's genre of being a game trailer. An example of a shot used is point of view shot, this is 0.56 seconds into the game trailer. The character who is either in the army is targeting his villian (character types Vladmir prop). This specific shot connotes that the audiences are welcome to see this, however it can also establish the texts genre as it is forcing the audiences to see what is happenining as if they are actually killing the person. This can be a sense of entertainment when watched as a trailer as it makes the audiences look like they are participating. But it can also provide a sense of escapism when they actually purchase this product (Blumler and Katz-Uses and Gratification. The point fo view shot establishes the trailrs genre as mostly games have the audience seeing from someone else point of view either killing something or looking at something, this usually happens so the audiences can to be the hero/heroine. Another shot used is a established shot, this is used to establish the games genre of containing high octane scenes. An example of this is 0.57 seconds into the trailer there is a car being exploded this establishes the texts genre as it connotes what kind of things you can do in the game convincing the audiences to purchase the product.
Moreover, the trailer has used specific rock music as non-digetic sound to establish the texts genre. An example of this is 0.05 seconds into the advert till nearly the ending as a montage. The institution has used this music as if it is a casual relaxing game but it is not as tension is building up. Using this specific music establishes the texts genre as the music anchors the images as if one after the other different events are happening. Another example of sound used in this extract is diegetic sound ofgus, explosions and people suffering. This establishes the genre of a typical action game with a lot of violence as the audiences can identify from the noises of people suffering from being shot. An example of this is 0.33 seconds into the game trailer, there is a soldier with the prop- gun. He is about to kill the people but he gets shot himself. This connotes that this game contains some serious violence and killing which is not sutiable for all ages.
Moreover, another convention used in this extract is different camera movements to establish the texts genre. An example of a camera movement is 0.31 seconds in to the game trailer, the camera is moving as a pan from left to right filming the location of the scene. This establishes the texts genre as mostly games show off with the specific locations in the game to create a sense of excitement withing the audiences and so that when they are playing the game they can be entertained by lookin at the exotic locations (Uses and gratification-Blumler and Katz). Another convention used to establish the games genre is computer generated images. An example of this is e.g. the explosions. This wouldn't really happen in the real world but due to the development of new technology this has enabled institution to epand on their ideas and create unique things. However, the CGI used in this advert establishes the games genre of being a action with lots of fighting which connotes the genre.
Finally, the extract has used different colours to establish the texts genre. An example of this is 0.32 seconds into the advert. the green can connote nature and how they are fighting to save the world. However, an oppostional reading cna be that they are fighting for the land (Stuart Hall). Another colour used is white, this is 0.52 seconds into the trailer, the white can connote cold and how these naive people are being killed. However, the preffered reading is that they are actually fighting on the ice. This establishes the trailers genre as most games have different settings and weather to influences the audiences mood and to connote pathetic phallacy maybe.
Media Representations: How is war represented in the trailer?
Firstly, the war is represented as having villians and heroes fighting (Binary oppostion-Levi-Strauss). An example of this is towards the middle of the trailer- the point of view shot connotes that maybe we are the hero's trying to kill the villians who are destroying the country- This can also represent us as being patriots- fighing for our country which connotes that this trailer gives you a chance to be independant and fight for your rights maybe. Another way the war is being represented is beinf powerful and harmful. An example of this is through the dfferent explosions and weapons used. This can not only connote power but an oppostional reading (Stuart Hall) may say that it connotes nationalism as if people are fighitg for their country- strongest survives.
Morever, the use of weapons and artificial blood represents the was in the trailer as being targeted for specific age. An example of this is right at the bgeinning the audiences are informed (Uses and gratification- Blumler and Katz) that this game is too violent for certain people. However, another example that proves this is when the soldier is trying to aim to shoot but gets killled himself. Guns and weapons represent this trailer as being targeted over a specific age. It is also represented as a main weapon in the game, we can see this through the point of view shot as if the institution is forcing us to kill people. This represents the game again as being too violent for certain ages to purchase or play this. However, the different weapons can be indentfied with some audiences or soldiers as they may have uesd i or seen i before (Uses and gratification-Blumler and Katz.
Another way the war is being represented in this trailer is being very long and continued through different seasons. An example of this is firstly the exotic locatio fighting in a

Codes and convention: 

Variety of shots used to establish the genre for example high-angle shot, point of view shot, md-shot and establishing shot.

Non-diegetic sound of rock music a sense of identification uses and gratification as specific rock star audiences can identify with it.

Diegetic sound of guns and explosions.

Computer generated images used.

Montage music is used throughout

Camera movement used is pan, tracking

Character types as saviours (Hero’s)

• Media Representations: How is war represented in the trailer?

represented as villians (Binary oppostion-Levi-Strauss).

Saviours fighting to saver

Use soldiers-patriot and nationlism and ower

Guns and weapons represent this trailer as being targeted over a specific age.

Media Institutions: In what ways is the trailer typical of the video game industry?
Computer generated imagery
different shots used
logo and game institution towards the end
age rate at the beginning

Media Audiences: Who does this text appeal to and what pleasures does it offer?
17plus audiences
like to kill other people and gain pleasure
socio-economic
Pyschographics-you care for the world (Young and Rubicam)
Priamry audiences teenagers
secondary audiences- adults who are male