bbc iplayer

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.

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.

     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.

 target audience 
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.

MWF questions

• 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 soverignityMedia 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 location fighting in a

• 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.

Offical Call of Duty trailer

media forms- What codes and conventions does the trailer does the trailer use to establish the texts genre?

medium shot at the beginning black and white (mature 17s) connotes danger and innocence being combined whilst also conveying that they are trying to hint to the audience that it will contain blood and gore and that younger people shouldnt view the trailer (aka, sense of importance as many institutions don't do this.

Colour layout, green and black- connotes sci-fi, symbol of it being supernatural. The direct light on mw3 conveys a direct focus connoting that its the light in the world because of the globe background.

explosions. gore, blood connote that its a violent game to watch.



Representations

exotic locations -America gives the sense of nationalism and cultural soveignity
could also connote that its a game based in America.
The globe used connotes a sense of globalisation (Mcquail) and includes that the game targets different countries.

anti-smoking advertisement 2012

media institution: In what way is the ectract typical of the film/advertising/television industry or what values does it promote?

carrie underwood good girl music video

media representations: how is gender/ethicity/age/disability/sexuality/a place represented to engage the audience.
http://www.youtube.com/watch?v=7-uothzTaaQ&ob=av2n

Rita ora ft tinie tempah R.I.P

http://www.youtube.com/watch?v=L1l9WST5lXM&ob=av3e
Media audiences- who does this text/brand appeal to?

beyonce heat advert

Media representations: how is gender/ethnicity/age/disability/sexuality or place represented in the advert?

carly jepsen-call me maybe music video

Media audiences: what does this text/ brand appeal to?

yeo valley advert

media institutions: in what way is the extract typical of the film/advertising/ television industry and/or what values does it promote?

Barry m advert

How is gender/ethnicity/age/ disability/sexuality/a place represented in the extract?

friends with kids trailer

Friends with Kids trailer- Audiences: what does this text/brand appeal to?

carrie underwood-good girl

Argentinean condom advert

The 55 second advertisement conveys every teenage girls lustful nightmare, where she’s about to take the next step with her boyfriend but she’s interrupted by her parents. The use of the young heterosexual teenage characters allows young audiences to self-identify with the characters with their boyfriends and how sex can be a big pressure within teenagers today.

The first shot consists of a tilt-up shot of the teenage girl propped on top of a kitchen counter, whilst “making out” with her boyfriend. From the tilt-up shot and passionate kissing the targeted audience can tell that theirs a sense that their intimacy is getting serious. The image then focuses on a close up image of the television, whilst everything’s faded out. The television conveys children’s programmes which links to further in the advertisement when the teenage girl’s childhood is focused upon, and the division between childhood and adulthood. This could then further suggest the stereotype of sex being a “grown up thing”, which could further connote she‘s not grown up enough.


The general mise-en-scene of her outfit consists of school uniform which  beats the conventions of every young girls dreams of falling in love with the older guy (sense of the labelling theory). The non-direct mode of address also allows the targeted audience to voyeur upon then. Especially, when the next shot conveys a point of view shot of the girl playfully pushing him away and running off. The diegetic sound of her giggling could connote a sense of her being childlike. The medium shot of him conveys him with a lustful expression. She then skips down the hallway giggling and lifting her skirt up so the guy can see a glimpse of her knickers. The point of view shot allows the audience to see the scene from the guys perspective which also then allows us to see it through a males eyes of this young attractive girl who‘s throwing themselves at you. The way her body is turned away from the character gives us the impression that not only is her boyfriend voyeuring upon her but so does the male audiences. As she’s skipping away, the light turns brighter around her and the way she’s also wearing white connotes the sense of innocence whilst also emphasising her being childlike by the way she’s playfully skipping. The way the lighting turns from low-key lighting to higher key lighting could connote that they are out in the open and in daylight. The dark low-key lighting suggests that their intimacy was secret and hidden behind clothes doors whilst the high key lighting, plus the voyeurism also gives a sense that people could now be watching them.

The institution of the advert then focuses on a birds eye view of the guy getting on top of her whilst she’s on the sofa. Her facial expression and teasing giggles not only connote that she’s giving him the lead on but the way he’s above her gives the impression that although she uses her sex to control him, he has more of a control over her as he climbs on top of her. This then gives the sense of binary opposition, between the division of matriarchal and patriarchal dominance. The use of the birds eye view also allows the audience to believe that something is going to happen which leads to the archetype stereotypes of young underage sex in society today.

The close up image of them kissing could connote that its getting more passionate. Theres a close up image of a deers head on the wall, its eyes seemingly staring at her which could also connote that eyes are watching them but they are not aware of it. Another strong focus of the advert is when the camera focuses on a medium shot of a framed photo of the teenage girl. The fazed background connotes that even though the frame isn’t the central image, that the institution are trying to convey a strong focus to it. The image of her as a young child could connote the division between her as an innocent child to how she’s growing up. The image being black and white which gives us a sense of it being old-fashioned whilst if we look in depth, the white could be a symbolic connotation of her innocence whilst the black could be a symbolism of how she’s growing up and the things she’s getting up to. The non-direct mode of address could also give the target audience a sense of the young girls innocence as a child. 

Straight after this medium shot, the image turns to a long to medium shot as she reluctantly pushes him away scared. This could then link to the phrase: “she’s trying to grow up to fast” , whilst the denotation suggests that she’s not ready to take the next step with him. The way he the coaxes her and tries to encourage her also gives us a sense of realism in society today as some young girls who have sex with their partners have admitted to being pressurised into it. This advert gives the parents an idea of being informed and educated about this subject, whilst also being wary of what their children are getting up to. 

The medium shot of his grin and the way he pulls out a condom could connote that their not only trying to advertise the condom but that their trying to show that with it your invincible as it gets her attention and she becomes more relaxed. This could connote to the audience that with this media product, they’ll be no obstacles in your way. Which, is then contrasted with the interruption of her parents who have just come back from holiday. The teenage nightmare consists of her dad getting angry whilst her mum looks at them anxiously. The point of view shot coming from her father connotes that the institution is trying to get us to see this scenario from the fathers point of view. The way the couple are tilted down and the father is tilted up could connote that the fathers portrayed to look more fierce and that theirs a change in control. Firstly, it was the guy in control, now it’s the angry father getting angry with the boyfriend. This then further gives us a sense of patriarchal dominance. The humour next is contrasted with the concept of the scenario as the father points to the condom in his hand and the guy opens it and starts chewing it to make it look like gum. The humour conveyed almost connotes that the institutions are trying to make fun of the scene. This then contrasts with realism as realistically a father wouldn’t buy this get out clause but the fact that it got the couple of the hook, connotes that the media product is powerful and can overcome anything.

There’s no voiceover or music within the advertisement which could also connote a sense of realism, as this is if it’s a real life scenario.  The target audience would socio economically be aimed at a D.E category and aimed at young audiences as they will be able to self-identify with the characters as well as being informs and educated about it. 

Snow White and the Huntsman trailer

1) What techniques does the extract use to establish the texts genre and/or engage the audience.

Snow White and Huntsman trailer takes the fairytale children’s tale of Snow white and the seven dwarfs - minus the Dwarves. The narrative equilibrium theory by Todorov takes the audience through the children’s tale. However, this is taken from the villain (queens) perspective. This could connote that unlike the children’s tale they want to darken the story and convey the violence of the villain that eventually dies.

The first close-up shot consists of a CGI set of black eagles looking with direct mode of address. This could connote that the institutions are approaching a fantasy genre, as everything about the trailer looks ethereal and mystical. The voiceover is also taken from the snow Queen within the trailer. Stereotypically, we don’t see a voiceover from the villains perspective. An example of this is: “It once pained me to know that I was the cause of this despair, but now their cries gives me strength”. Using this connotes, whilst telling the target audience that this is the villain and how she became evil.  The queen isn’t looking with any mode of address towards the equilibrium, which allows the audience to voyeur upon her. The top lighting used on her towards the beginning on the trailer conveys her beauty, whilst she’s dressed in gold clothes which connotes her wealth. The audience will view her as rather beautiful and seductive at this point. However, after a few close up shots of her looking away from the camera, her hand seems to be clutched around another poor women’s throat single handedly. This not only connotes her strength but also connotes that she has more masculine dominating characteristics. In this example, the audience views a point of view shot taken from the queens perspective. This makes the close up image of the poor women feel not only more tragic but also as if we are in power which is what she wants us to feel when she says: “Their cries gave my strength”. The medium shot of this conveys both uses the top lighting which connotes binary opposition (strausses theory).The queens face beautiful and glamorous, whereas the poor women looks older and less pampered. The dim light sets the scene, making us think something bad is going to happen but the lighter side is focused on the old women’s side which could also link to Strausses theory. Good. vs. evil. 

Another example of this is the next shot where the queen seems to be on top of a man in her bed. She’s smiling and dressed in a white nighty. The white connotes innocence as she seductively looks at the man. The fact we can’t see the man makes it seem more terrifying as we don’t know who she’s about to kill, whilst also connoting that she’s using her sex to control him after she takes a dagger at the back of her and stabs him. Top lighting is also used here to make her look more beautiful. This also links to how she says: “My beauty is my power” when she seems to be drowning in white. This also connotes binary opposition in the fact that white is an innocent colour, yet she is evil and drowning in it. 

Action is then conveyed in the form of the soldier battles. There’s an example when the queen cackles and laughs. The slow motioned medium to long shot, conveys soldiers running away from something lurking in the ground. This could connote that soldiers are normally the ones going to battle but the fact that their running away connotes that not even those dominant males are in control. This also emphasises that she’s in control of everything and that the institution is trying to convey that the films genre could be an adventure film. The non-diegetic sound of her laughing also connotes that she has no remorse and is evil. Action is also conveyed in the form of the hunts man. The slow motion of the dark haired hench huntsman conveys a medium shot of him swivelling his axe over the trees. This not only conveys he’s a dominant male but by the lack of direct mode of address allows the female gaze to voyeur upon him and also links to Blumler and Katz theory of uses and gratifications as male audience will self-identify themselves to him and aspire to be him because of his body and masculine qualities. Stereotypically, the huntsman would have been considered as “a real man”, further conveying the sense of  the labelling theory.  However, this can be contrasted as he suspiciously asks the queen if he refused to hunt for Snow White and she replies by the guards arrows and weapons all turning on him. This connotes that although the huntsman is conveyed to be a dominating character (being part of a patriarchal society), that this is no match for the queen and that their all part of a matriarchal society. Within the traditional tale, the huntsman is conveyed of not being able to kill innocent snow white. Yet from the trailer, the target audience can’t figure whether he wants to protect her or not. We get a glimpse of a medium shot of a man on a horse about to kiss Snow white from her sleep. This could hint that this is the charming prince, whilst also relating to another traditional tale of Sleeping Beauty.

Snow white is not depicted within the trailer till the disruption. She’s shown in natural light whereas the queen is only shown in lighting within her home. This could connote that Snow whites persona is a naturally beautiful one. Whereas, the queen is superficial and wealthy connoting the higher end of the socio economic model. Nature conveys a symbol connoting innocence and the way she moves around gracefully through the forest with no direct mode of address allows the male gaze to be able to voyeur upon her. Her innocence is also conveyed as we always see a tracking shot of her running, her head turning slightly behind her. Generally, within the trailer she has high key lighting around her connoting the beauty but when she’s running, the lighting turns dramatically to low-key lighting. This then not only connotes she’s in danger but conveys her vulnerability, especially when she’s trying to pull herself up on a rock out of the water. Her persona throughout the trailer links to Vladimir Propps theory of her being a typical Archetype “damsel in distress”. 

Throughout the trailer, snow white is never represented as having direct mode of address which connotes her fragility and vulnerability, whereas the queen seems to look in direct mode of address towards the disruption which could connote that she’s watching snow white. Especially, right at the end of the trailer when she says the fairytale rhyme : “lips as red as blood. Hair, as black as night. Bring me your heart snow white”. The end image shows a close-up image of her looking in direct mode of address, her face half hidden into a black cape. This then connotes mystery whilst also connoting darkness. Whilst the non-diegetic music starts if as parallel sound and then gets higher and deeper towards the disruption, ending on a high tone. 

The use of action, violence and low -key lighted exotic locations within the mountains hints to the  target audience that this could be a adventure, fantasy genre but that it isn’t a young children’s film like the books. 

What techniques does the text use to engage the audience?

The Kony 2012 advertisement uses many techniques in order to engage the target audience. At the equilibrium of the advertisement (Todorov’s theory), the institution engages the audience through the use of text. The use of white font contrasted with the black background creates enigma, whilst hinting to the audience that this is a very serious subject. The colours white and black could connote Strauss’s theory of Binary opposition good vs. evil. The black connoting evil (Kony), and the white connoting the innocent children Kony abducted.

The male voiceover of the leader David’s, talks in a monotonus, sombre tone which connotes that he’s trying to inform and educate (uses and gratifications theory) the audience on a serious subject. The use of the male voiceover could connote the “Voice of God” narration which is used in order to anchor the images and text. The way David is also an American could connote capitalism whilst could connote the institution using this to promote hegemonic values. The use of the male American voiceover could also connote patriarchal values and Americanization because he’s conveyed as an independent dominant male. If the institution had used a female voiceover, the audience would be able to view the subject as more sympathetic and caring, but the way they’ve used a male voiceover could connote they are trying to give the audience a dominating and powerful approach. They are trying to state the facts, what they do and how we can help.

As we are introduced to our narrator David, we are let into the journey of his life, from the birth of his son to what life he wants for his son when he’s older. The short scene where we get a point of view shot of his wife having their little boy Gavin, could connote to the audience that he’s trying to get us involved and emotionally attached with him. The use of the point of view shot is almost as if we are the women giving birth which also gives us a sense of realism as if we are intentionally being placed in her shoes.  The images and shots convey him as the perfect “father figure”. An example of this is of the medium shot of David wrestling with his son Gavin. The audiences are also able to view David as a reliable narrator, whilst allowing the audience to self-identify with him because he’s a father who wants the best for his children in the future.

The close up to medium shot of the globe connotes an iconic symbol of humanity, whilst giving the audience the sense that the advertisement is targeted globally. The beginning of the advertisement conveys close up and medium shot images of people hugging and embracing each other connoting that the institution are about to approach a more sensitive emotional subject. The words “Humanities greatest desire is to belong and connect” hint to the audience that the institutions are trying to target a wide range of audiences, especially by the way the people embracing each other are all different races and ages. An example of this is the black women picking up the black little girl for a hug. Not only is this used to engage psychographic groups, but to introduce the use of Face book which is an e-media platform that is used globally. The connotations behind this is that the voiceover is trying to convey that technology has become advanced by the way he says: “Now we see each other, we share what we love and reminds us of what we all have in common and this connection is changing how the world works.” The use of the e-media platform connotes that the institutions are trying to connote that these platforms such as; you tube, face book, twitter and technological devices are bringing the whole world a lot closer today through the use of globalisation, giving us a sense of McLuhan’s Global village theory. However, the close up shots of people using these technological devices connotes that these e-media texts and technology has reached a wide range of people worldwide. The use of characters of all ages, for example: the old couple trying to take a picture and the little girl saying I love you to her grandma, further connotes that people have become much more familiarized with these e-media texts whilst also connoting how we’ve become independent on these uses of technology every day of our lives. Also the institution plays a few different ranges of you tube video’s. For example, the little boy preaching about riding a bike which was considered as humorous and funny, whilst the other video of a deaf girl being able to hear again takes an entirely different approach and enables the audience to sympathize with her emotionally. This could connote that these websites as well as you tube video convey memories, some good some bad (Strauss’s theory of binary opposition) and that just like in real life technology allows us to capture those precious moments and keep them. The constant click of the close-up screen and the clicking of the share button (lean-forward media) gives us a sense of the hypodermic model and connotes that we should share this information on Kony and that if we do, this will then lead to the viral campaign. The way the institution uses these sad clips connotes that they want us to sympathize and connect with the characters and then use our sympathy to switch us on to the main focus of their subject.

The use of montage clips of the Arab spring protests and government could connote that the institution are trying to convey a political approach whilst using them to make the subject look more serious and as if they are trying to include these political people. The news footage is used not only to give us a sense of being “hard news” but could also connote that their trying to capture political events and wars and bring them together as one. This also gives the audience a sense of self-identification as we are all part of the society as well as trying to inform us of protests taking place worldwide. This then links to the protests of Kony that is taken place in Washington later in the advertisement.

The use of the David’s child within the advertisement gives the audience a sense of the topic being more personal to our narrator. Whilst, also allowing us to view aspects of his personal life and how he brings it into his work. The use of the high key lighting around the child connotes innocence, whilst when the camera then zooms into Kony’s face (as the little boys looking at it) gives the audience of Strausses theory Binary opposition good vs. evil. The innocence of the child and the evil of Kony. The fact that it’s our narrator’s child connotes that David wants us to view the topic from his perspective and from an innocent child’s perspective especially by the direct mode of address given by the child. He’s also trying to convey the innocence of a child brought up in an “Unfair” world, not knowing anything about what’s happening in the world. The way David says: “they take children just like Gavin” could be connoting that we see David’s son as a typical boisterous little boy with a happy childhood and loving parents. Then, contrasting this to Africa where the girls become sex slaves and the boy become young soilders connotes that whilst Gavin has his freedom and a childhood, these other children in Africa don’t

The countdown of the clock could connote that there’s urgency for time and that time is running out for us to help these people capture Kony. Whilst, the non-diegetic parallel sound creates the sad atmosphere that the advertisement is trying to convey. An example of this is the close up of Jacobs crying with his head in his hands. The slightly paced zoom in shot combines well with the sad ethereal music, making the audience feel even more sympathetic with Jacob.

3. Media institution: What sort of technology does the media institution use in order to convey the audiences interest.

The media institution has used technology within the programme in order to convey the audience’s interest.  During 14:42 seconds the institution provides the audience with a close up shot of the computer screen and someone making a facebook group encourages people to join the viral campaign of Kony 2012. The reason for the institution using facebook could connote that not only do many people worldwide have access to face book but that it reaches a wider targeted audience of all ages. The use of facebook would make more of an impact because facebook is hugely popular and then many of the users join facebook groups every day. There’s also the fact the e-media platform is getting increasingly popular by the minute so by using this, could connote that the information about Kony 2012 will get across to many people much faster than using another media platform. This also enables the audience to self-identify with these e-media websites as most audiences use them too, whilst also being aware of how making groups can have an impact if seen by people globally. Using social networking sites could also be connoted to be targeting the “younger generation”. This is because younger audiences are able more familiarized with new modernized technology and spends more time using the web. This could then further connote that the institutions are trying to target a wider audience and that even the younger generation can take part and help.

A few seconds later YouTube videos are shown to be posted up a social networking site to show people that people worldwide were getting involved ( “We got creative and we got loud”) in the Viral campaign to bring down Kony.  An example of this is the video conveying the protesting in America which connotes how this topic is being virally campaigned globally. The use of the media institution using YouTube in order to make their campaign travel could connote that not only are the institutions trying to preach to the people about Kony but they want the audience to be able to visualize and see what Kony is also doing to the people. YouTube is a very popular video website and a video is uploaded worldwide every few seconds so the media institution knows that using this site will help target a wider range of audiences.

Moving image is also conveyed as David tells the audience that they wanted to show what “Kony had really done to people like Jacob”. The way that people globally have come to watch not only emphasizes how much of a sensitive topic this is but also connotes that people aren’t fully aware of the impact Kony has done to the people of Uganda. The shots of the moving image are set in low-key lighting in order to convey the horrific atmosphere of watching the Ugandan children cry out in pain. A few seconds after the moving image shop, a lady is conveyed to be crying. This then further connotes how the technology used can help the audience visualize what the victims have to through in Uganda.

The way a Ugandan women is seen to be holding a small portable radio to be informed and education (uses and gratifications) about the news in Uganda connotes that technology is also used in Uganda but that in contrast to the UK, its years behind. This also connotes that these people, in these living conditions also depend on technology as a way of receiving information and that technology is still needed by many people worldwide even if their civilization is crumbling underneath their feet.

Towards the end of the three minutes the male voiceover informs us how they built an Early warning Radio Network to protect villages of Kony’s attacks connotes how strong Kony is getting but also how the Americans have upheld a lot more power in Uganda and have even been able to make their own network. The wide medium shot of map spreadsheet of Uganda highlights all of the places the network reaches which also connotes how technology can be seen as such a powerful tool once everyone gets together and takes action, whilst also connoting that the Americans and Ugandan people are depending on technology as a way to communicate with each other and to be informed and educated about Kony’s whereabouts.

Overall most of the three minutes are used through close up shots of a computer screen which connotes that the audiences are getting most of their information online.

2 . How are people represented in the program?

People in this program are represented as being independent. An example of this can be 14.53 in to the program. Audiences can see that the young woman is emotionally damaged from what she has seen, audiences can see this through dialogue: “I have friends that have been living in conflict for their entire life...” This program represents young adult who are actually caring for the outer world and are trying to do something about the viral campaign. The program has used young adults which is beneficial as they can identify (Uses and Gratification -Blumler and Katz) with the specific age and style.  This program represents young teenagers and adults taking part, which connotes that even though they have the representation of being cool they still care for what is happening around the globe.

However, another way people are represented in this ad is being carless. People who are materialistic, have high status in society and are the highest in the socio-economic are portrayed as being helpless. An example of this can consist through voice over at 14.08 seconds into the ad: “No administration, republic and democrat, bush, Obama, Bush… would not do enough because it’s simply not enough important issue on the rate R screen on American screen policy. This connotes that people who have heard from millions of people about what Kony is doing is till represented as an unserious issue. This makes the audiences feel that sympathetic as it may encourage them to help.

Another way people in this program are represented as being affected by the viral.  An example of this can be 14.38 minutes into the program, the young black ethnic lady is crying. This connotes that even though the event is in Uganda people around the globe still care for the people there. This can be seen as identification and the audiences being informed (Uses and Gratification) as they may have cousins, friends or family members there. Also, this connotes that Kony has made people affected by his negative persona. As they have killed innocent people, people in this program are represented as a caring youth who will actually do something about this serious issue. An example of this can consist 16.56 minutes into the ad as people are shouting: “We’ve seen these kids…we’ve heard their cries…this war must end…we will not stop…we will not fear….we will fight war…!” This informs (uses and gratification) the globe that the youth will do anything for this war to stop and will not fear. This connotes that even though Kony has weapons and people to back him up the youth will do enough to help. The audiences can see that even though this incident hurts them there are still a lot of smile on people’s faces.

Finally, the program represents binary opposition (Levi-Strauss). This is because Kony is bad (villain) and the society is right (hero) (character types Vladimir prop). An example of this can consist 17.08 minutes in to the ad, the wide establishing shot connotes that there are thousands of people who want to help other. This represents people as being helpful and supportive.  In contrast, Kony is being represented as the villain; an example of this can consist through people shouting: “we will not fear….we will fight war!” This represents Kony as being a person with no human feelings and is killing innocent people.

4. Audience: On the basis of this program, who does this program appeal to?

The media institution not only focuses on the people taking part in the viral campaign against Kony, but also the victims and people that are in Uganda. This could then connote the communication between two countries (America and Uganda) that are across the world from each other but are bringing both societies together and coming forward in order to take action against Kony.

1. What techniques does this program use to inform the audience of the subject?
Firstly, this program uses a variety of different shots to inform the audiences of the subject. An example of this can consist 16.29 minutes in to the programm and 15.44 minutes into the ad. The wide establishing shot creates a sense of community and civilization which therefore connotes that the people are serious and devasted, therefore, they will do anything to help. This helps the audiences to be informed about the subject as they can see one black ethnic background person standing on the stage, putting his message across therefore this informs the audiences (Uses and Gratification by Blumler and Katz) that thi program will contain some serious action and will be about some sort of viral that has affected millions of people. Another example of a shot used is close ups. and example of this is

4 Targets


Exam Based:
1)Use more theories within my essays.
2) Use more media terminology, making sure I used it accurately.
3)Practice writing in timed conditions.

Coursework based3)finish my print work
work on empire magazine
finish editing trailer- Inner redemption

General4)Keep to my deadlines

Ÿ  Codes and conventions: What techniques does he ad use to persuade the audience to consume the Guardian?

The narrative (theory by Todorov) in the trailer, focuses on the foreground of the children’s tale “The three little pigs”. However, the typical tale is somewhat twisted to convey how the pigs are considered the “baddies” and the wolf as the victim. This not only creates a sense of strauss’s theory of  Binary opposition (good. Vs. evil). Although the denotation focuses on a children’s tale, semiotically the connotations behind this story focuses on the political issues of “failing to pay monthly bills”, “committing “Insurance fraud” and “Homeowners rights to protect their properties”, whist depicting what happens when the innocent is wrongly accused by the government (I,e the three little pigs as the victims and the wolf as the government.) The Guardian newspaper has not only used this to convey the controversy of this subject but to advertise the newspaper by showing that the guardian focuses on real life serious political issues that then cause cracks and flaws in the foundations they live in. They are trying to show that these real ordeals happen everyday and the Guardian using this sensitive subject connotes how sophisticated  and mature they are. This also allows the audience to be informed and educated (uses and gratifications Blumler and Katz) about this topic, whilst allowing particular audiences to self-identify with similar experiences that are becoming hugely popular in England, further connoting a sense of realism, allowing the audience to sympathise with the innocent pigs (Hyperdermic syringe innoculation).

There are many techniques the ad uses in order to persuade the audience to consume the guardian. One of them is conveying “The Guardians” popularity through the use of different media products. In this trailer, the institutions have depicted “The guardian” through e-media platform. This not only connotes to the audience that “The Guardian” have become up to date with recent technology but connotes that they are trying to target a wider range of audiences. A few years ago, The guardian was only viewed through the use of print and was considered as a newspaper that targeted older audiences. However, now that they have started to inform and educate their readers online, connotes that they are also trying to target a younger audience too. An example of this is in 0.44 secs of the trailer where the medium shot splits into different sections conveying  younger people accessing “The Guardian” online. This not only connotes the popularity of lean-forward readers who are being informed and educated about these issues but the use of the logo right at the end of the trailer saying: “The Guardian, web/print/tablet/mobile” connotes how the Guardian is accessible from many new electrical devices.

Another technique is the use of voiceovers that are depicted throughout the whole trailer. The sound of the non-diegetic different ethnic accents conveyed throughout the trailer conveyed also depicts to the audience how popular the newspaper is, whilst connoting how the newspaper is reached by readers globally. This also connotes how important the issues are in the magazine and how The guardian bring them forward and turn them into viral marketing. Viral marketing starts of at 0.33 seconds on the trailer where peoples voices and messages are conveyed along the from of the close up to medium shots. The voiceovers of the real people connotes a sense of realism, whilst connoting that the Guardian is letting the readers have their say in the matter. This then further connotes that “The Guardian” include the audience within their newspaper and encourage the social discussion (Uses and gratifications-Blumler and Katz) about the issues they bring up. An example of this is: “Uche Ezugw- You have every right to protect your property”. The name “Uche Ezugw” not only connotes that this issue is being raised globally but connotes that people are socially interacting on the Guardian website, further allowing the institutions and other companies to view their opinions on the topic.

The general mise-en scene is also conveyed to be a major technique that is used to persuade the audience to consume “The Guardian”. The low key lighting, voiceovers of the readers and the slow non-diegetic music (creating enigma) not only connotes how serious this film but connotes a sense of sophistication and importance. The character within the trailer seem to be police, members of parliament, fbi and the general public which connotes  how the Guardian can unravel these stories and make them known to the world. It also connotes the type of people the newspaper is involved with and how their stories can have an astounding effect on the rest of the world. The use of these characters also informs and connotes to the newspaper how they  give the full story about these political issues and the type of people who work on these investigations, further giving us a sense of realism. Whilst, the lack of  direct mode of address throughout the trailer further gives us a sense that were are looking through the eyes of “The guardian” newspaper and that we’ll believe everything they’ll tell us.

During the disruption and recognition of the trailer, the producers of the trailer focus on the case from the “Three little pigs” perspective to the wolfs perspective of the political case. An example of this is when the newspaper headline online comes out “Three little pigs arrested for murder” and “ccTv: wolf with Inhaler”. The use of other websites such as “you tube” and “face book” not only connotes how large this issue went viral due to “The guardian” but connotes that The Guardian are trying to convey to the reader that they are an unbiased newspaper and are trying to show both sides of the opinon. This also links to Strauss’s theory of Binary opposition.

Media Institutions: How is the news represented in the advertisement

The news in the advert is conveyed all through the eyes of “The Guardian” newspaper, this is not only used to promote them but to connote that “The Guardian” are probably the most reliable and informative newspaper the audience will come across. The news in the trailer is used to how we and others reflect on society in today’s timing and convey the real life ordeals that seem to be  found quite common around the world. An example of this is: “Insurance fraud”, “Mortgage repayments” and “Homeowners right to protect their properties”. As the films based in England but their’s a lot of input globally, this connotes  that the audience will be able to self-identify experiences and simliarites between the political issues shown in the trailer.

Throughout the trailer, both diegetic and non-diegrtic voiceovers are conveyed from both Guardian” news reporters and from the audience who are protesting against the political issues, focusing on “The three little pigs”. The voiceovers of the news reporters (“how can you protect yourself in your own home“) focuses on both sides. I noticed that many of the voiceover voices that were supporting the pigs were female reporters which connotes a matriarchal society where female audiences are used because they are stereotypically more sensitive and caring.  The police/FBI voiceovers (“Little pig, little pig, let us in”) gives the audience a sense of irony and mocking of the situation  as this is similar to what the wolf says to the three little pigs in the children’s tale. However, this is then contrasted as the wolf isn’t the one looking for the pigs, the government is .This could further connote that “The Guardian” are trying to convey that in the end the government is partly to blame for these events and actions happening.. Also unlike the female reporters, the police are dressed in black clothes connoting not only dominance but a sense of patriarchal soicerty. The general mise-en scene for this clip is portraying them with guns aimed at the little pigs heads, connoting that this film takes a more serious reality approach. This then contrasts and connotes mixed messages of whether the public and the government think the pigs are in the right or wrong. It is never made quite clear who is the villain and who is the hero which could not only connote propps theory but could also connote that “The guardian” are a type of newspapr that lets it up to the audience to decide. The audience are then conveyed to being using these lean-forward emedia products and getting informed and educated aobut this issue and what is happening . The way they seem to be holding a lot of new technological equipment (I,e ipads, ipods, mobiles, web)  not only connotes that the setting of the film is set to this time but conveys how “The guardian” is accessible everywhere people go. The readers opinions  not only give us a sense of realism and connotes how popular “The guardian” is but connotes how the political issue have gone viral globally, allowing the audiences around the world to interact with each other and bond.

Near the disruption of the trailer, quotes have been taken from the “The guardian” online and used in white and black writing along the general montage and mise-en scene of the trailer. An example of this is: “Is killing the intruder ever justified” which was shown on a wall where s criminal investigator dressed in blue is walking past carrying evidence. Using this text on the wall, not only connotes that “The Guardian” are trying to inform and educate the audience as much as possible but that this topic but could also be connoting to the audience that the news from “The Guardian” is everywhere we go and that it plays a big impact in our lives. Also the headlines can be used to allow the audiences to read thorugh them briefly and leave them with rhetorical questions, leaving them to make up their own opinion.

The trailer conveys how many audiences globally are becoming involved in the political issue by the writing scrolled across the front of the camera and the news reporters voiceovers. An example of this is shown in the disruption part of the trailer where the readers of “The Guardian” are heatedly discussing and protesting against “The three little pigs” being wrongly accused. This connotes that “The Guardian” focus on real life scenario’s which have the possibility to impact the whole world.

In the trailer “The guardian” also looks at both the three littlep igs, the three little pigs and the audiences perspective which not only links to strausse’s theory of Binary opposition but also connotes that they are not a biased newspaper and will always tell both sides of the story, allowing the audience then to create an opinion which can be then posted on their website (as  shown in the trailer) This then informs and educates the reader that “The guardian” isn’t am misleading newspaper and that they will always supply the audience with enough information to allow the audience to take part in social discussion, displaying counter arguments with others about their points on whether this is right or wrong?

Audience: On the basis of this ad, who does “The Guardian” brand appeal to?

On the basis of this advertisement “The Guardian” seems to appeal to both patriarchy and matriarchy target audiences. The reason for this is that the film trailer focuses on a sensitive subject that many people are aware of nowadays and affects everyone in the world. However, the use of low-key lighting and action within the film could then connote a more matriarchal edge to the trailer as men stereotypically seem to be more interested in the news and social politics.

 “The guardian’s” use of technology within the trailer could connote that the newspaper are also trying to target a younger audience as well as an older audience. The newspaper has always been seen to be seen as quite sophisticated and stereotypically read by higher class society. However, the young actresses/actors conveyed to be using the emedia lean-forward media connotes that “The guardian” isn’t just targeting older audiences but younger audiences because they are keeping up with recent technology. Primary audience is people such as business people and working class and secondary being students or young journalists.

The way the film uses quotes from the newspapers texts not only are used to inform and educate the audience but irony

3. What issues of new technology does this ad raise and what does it tell us about the values of The Guardian?
 The issue of new technology this ad raises is that technology has changed. An example of this is 0.10 seconds into the ad, the audiences focus is on the newspaper as the guardian wants to connote with the use of cross-dissolve that now (Lean-backward media) print is in decline and (lean-forward media) Moving image and E-media platform is the most common platform as it is consumed more. This tells us that the value of the Guardian is increased as it is available on the media platform E-media connoting that the guardian is accessible to people worldwide through Internet and has used convergence of social networks to raise it values more. As social networks are the most common form used in today’s diverse society (as postmodernist society will argue) this increases values for the guardian as it will involve younger generations to read the guardian through E-media instead of purchasing. This will keep audiences interactive as well as today’s generations are more capable of using technology than a pen.

What institutional issues are raised by the topic areas?

   How are institutions reacting to change in technology?

• How are institutions attempting to reach and engage their audiences?
• What economic issues are behind the construction and distribution of contemporary media texts?

·         Institutions have to become more aware of technology as the years go by. This is because of technology  is becoming more advanced and societies interests changing. This makes it a lot harder to target particular audiences as different uses of technology targets different audiences.

·         As e-media is portrayed as one of the main major platforms to promote a film, whilst also targeting a wider range of audiences, more institutions have uploaded super 8 marketing on the web.

·         Examples of this A futuristic augmented reality tie-in for the movie Super 8 turns your smartphone into its own science fiction story. With just your iPhone and its camera, the movie's new app can turn any Super 8 poster in the United States into a video clip from the film.

·         The technology behind this comes from Autonomy, which normally plays in enterprise software.

Going to be used in future films

Aurasma's content is just one aspect of a long and complex viral marketing campaign for the film that's included a hidden url in a single frame of the movie's original teaser trailer and some extra footage hidden in the movie's iPhone app. By solving puzzles and following clues in the app and around the web Super 8 fans are able to unlock frames of this hidden video. Since the Super 8 app has already been downloaded over a million times, users have been able to work together to assemble minutes of hidden footage this way.

Once you've downloaded the Super 8 app and opened it up you'll be able to access the Aurasma content by clicking on the "AR Lens." This brings up the view from your phone's camera. Then it's just a simple matter of pointing the lens at an image like the Super 8 poster that's been "lit up"-as Autonomy refers to content that's Aurasma-enabled--and the app will recognize the image and work its magic, including but not limited to launching a game or playing video.(An earlier demo reel shows the technology can trigger more than just video clips.) One example we've seen demonstrated: Superimposing a video over an image, to make it seem as if the image came alive.

·         http://www.pcworld.com/article/230118/futuristic_super_8_ads_remind_us_of_minority_report.html

Everything about super8 links to technology. This may be because the film uses a 8mm camera and the narrative of the storyline is a group of friends filming their own film. However, this type of technology is left in 1979 and the new technology that promotes super 8 consists now.

Facebook super 8 pages.

http://www.facebook.com/Super8Movie

·         582,969

·         like this

·         582,969

·         like this

10,435

talking about this

facebook super 8 allows the audience to be able to join and become a member and be aware of the news of super 8. You can view interviews.

Facebook is a way of advertising the other media platforms to wide range of audiences.

·         Super 8 FI

·         Super 8

·         J.jabrams facebook

·         This then enables fans to make their own facebook pages

·         To promote on facebook is a great way as people globally join facebook.

·         Facts on facebook

·         More than 800 million active users

·         More than 50% of our active users log on to Facebook in any given day

·         Average user has 130 friends

·         More than 900 million objects that people interact with (pages, groups, events and community pages)

·         On average, people on Facebook install apps more than 20 million times every day

·         Every month, more than 500 million people use an app on Facebook or experience Facebook Platform on other websites

On the official page links take you to other forms of media such as “Read the super8 comic online”

·         Webs for each actor actress, http://www.elle-fanning.net/

·         We understand more about the characters. Future star appeal.

Aurasma's content is just one aspect of a long and complex viral marketing campaign for the film that's included a hidden url in a single frame of the movie's original teaser trailer and some extra footage hidden in the movie's iPhone app. By solving puzzles and following clues in the app and around the web Super 8 fans are able to unlock frames of this hidden video. Since the Super 8 app has already been downloaded over a million times, users have been able to work together to assemble minutes of hidden footage this way.