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