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Unit 1:Digital Media Sectors and Audiences
Learning Aims:A = Understand digital media sectors, products and platforms.
B = Understand audiences for digital media products.
C = Explore how audiences engage with digital media products.
Date: Tuesday 16th May 2017 Time: Morning Length: One hour Equipment: Pens, pencils, erasers, rulers
Content Slide Number
Media Sectors 4
Analogue / Digital 6
Media Text Processes
ProductionMarketing
DistributionExhibition
10
13212325
Synergy 26
Convergence 29
Audiences
SegmentationPersonalisation
Interactivity
35
374142
Content Slide Number
Audience Theories
Hypodermic NeedleUses and Gratifications
43
4446
Regulation
Watershed
51
54
Research Methods 56
Stylistic Codes
CodesCamerawork
EditingMise-en-Scène
Sound
64
6566677073
Digital media production spans several sectors within the creative industries, including…
Film Magazine Music Newspaper Radio Television Video game Web
ANALOGUE = Physical media products.
Vinyl record Cassette tape 35mm film reel
Analogue radio (AM/FM) Terrestrial TV Newspaper
DIGITAL = Electronic / computerised media products.
E-Magazine
Podcast
Digital video game
Online movie stream Digital poster
Devices that can access digital media content…
Smart phones
Games consoles
PCs / laptops
Tablets
MP3 players
Step one = PRODUCTION(including pre-production, production and post-production)
Step two = MARKETING
Step three = DISTRIBUTION
Step four = EXHIBITION
PRE-PRODUCTION = The planning and designing of a media text.
Depending on the media text / product being made, this will usually include…
Market research (including audience and competition)
Budgets Scripts Storyboards / layouts
Budget Script Storyboard
Pre-production examples…
PRODUCTION is the making of a media text.
Depending on the media text / product being made, this will usually include…
Filming (film, TV or other video) Recording audio Programming / writing code (video games,
websites) Taking photographs
Production examples…
Filming Photo-shoot Programming
Recording audio
POST-PRODUCTION is the editing of a media text.
Depending on the media text / product being made, this will usually include…
Adding special effects to video and photographic material
Altering sound Testing, followed by re-programming (video
games, websites)
Post-Production examples…
Film editing Photo editing Testing andRe-Programming
The making of a feature-length animation (PRE-PRODUCTION, PRODUCTION, POST-PRODUCTION)…
http://www.youtube.com/watch?v=BE7kw8hBWu4
The making of a [PlayStation 2] video game (PRE-PRODUCTION, PRODUCTION, POST-PRODUCTION)…
http://www.youtube.com/watch?v=1VuwiZ5pPLA
Marketing involves the promotion of a media text / product.
It is the process of making the public aware of the existence of a media text.
This can include…
Trailers (cinema, DVD, online, radio, TV) Posters / billboards Web sites Social media Reviews
Marketing examples…
Trailer
Poster
Social Media
Review Web Site
Distribution is the giving out of a media text to an audience.
Media texts / products can be distributed via analogue and digital platforms.
This can include…
Cinema, TV CDs, DVDs, Blu-Rays, UMDs Digital downloads Phone and tablet applications Print-based
Distribution examples…
Blu-Ray, DVD, digital (Triple Play)
Game discsPhone / tablet apps
Exhibition is the consumption of the text by the audience.
It is also how the audience interact with the text.
A media text will have a message that it aims to deliver to its audience.
Consuming a media text will usually have an impact on the audience – this can be a positiveimpact or a negative impact.
Synergy is the release of a brand across different media platforms.
Media institutions use synergistic techniques in order to...
1. Increase their brand’s image.2. Expand their target audience.
Books Films Animated films Magazines
Video games Theatre shows Soundtracks
PLUS mobile phone apps, web sites, spin-off films, etc.
[Technological] Convergence is the unificationof platforms that were once separate.
Phone
Applications
Games
FilmsMusic player
Internet
Books Newspapers
Access to the Internet has helped to drive technological
convergence, as audiences are consuming texts across a
variety of platforms.
Due to convergence, power has shifted from the producers to the consumers.
Consumers of media can now also be producers of media. This is known as being a ‘prosumer’. Prosumers can now create and distribute their own texts.
Therefore, audiences do not have to rely on mainstream media institutions for information.
Convergence has had a wide range of effects on producers AND consumers, including:
Immediacy: increased speed; instant messaging; on-demand media.
Access: no longer exclusive; inexpensive; allows amateur media-making; ‘We Media’ and democracy.
Convenience: free or cheap; broken local/national/global boundaries; user-friendly.
Portability: movement and flexibility; always connected.
Connectivity: global village; digital communities; social networks; virtual reality.
Interaction: communication between producers and consumers.
Personalisation: self-representation via avatars and social networking (Facebook, Second Life); recommendation systems (Amazon, Last FM).
* See slides 41-42 for more info on Personalisation and Interaction *
Audiences are the consumers or users of media texts.
They can be made up of individuals or groups.
Individual: engages with a digital media product alone. Advantages of individual enjoyment include privacy, convenience and control.
Group: engages with a digital media product with others. Advantages of collective enjoyment include social interaction, competition, belonging and sharing.
Audiences can also be segmented into primary or secondary audiences.
Primary: The main audience that a media text is targeting.
Secondary: An audience that is not the main target market, but, may still consume a text (with the primary audience).
For example, the primary audience for Toy Story is young children, with the secondary audience being parents of those children (parents are likely to watch the film with their children).
Audiences can also be active or passive consumers.
Active: The audience physically interacting with the product. They can contribute and become part ofthe production.
Passive: The audience does not interact physically with the product or its content. Does not generate content or influence the production.
Audiences can now personalise and interactwith digital media texts.
This means that audiences can have choiceand control over…
What they consume (film, game, music). When they consume it (24/7). Where they consume it (home, work, bus). How they consume it (TV, tablet, phone).
Personalisation is making media personal to the consumer or user, such as…
Log-ins Avatars Digital TV menus Modifying interfaces Font features Music playlists
Interaction is the communication between two or more parties. For example, audiences interacting with producers, or, interacting with the products being used. This can be achieved through…
User-generated content Digital editing Forums and message boards Uploads and downloads Texting and emailing ‘Red button’ and TV menus
* See slide 45 for more info on Interaction and Personalisation *
An idea that claims the media ‘injects’ biasedor subjective information into the minds of a mass audience.
As a result, this information can influence the beliefs and behaviour of that audience.
YOUR TURN! Design a poster illustrating
the Hypodermic Needle Theory.
Blumler and Katz’s idea about how audiences use media texts to satisfy a certain need.
These needs include…
Diversion Personal relationships Personal identity Surveillance
Diversion is the need to escape everyday life and routine (playing FIFA or reading Harry Potter).
Personal relationships is the substitution of personal relationships for fantastical relationships (watching EastEnders or listening to The Archers).
Personal identity is finding oneself reflected within another character or celebrity (watching Desperate Housewives or reality TV shows).
Surveillance is the need for information(watching Sky News or Fake Britain).
Regulatory bodies are organisations that supervisethe content of specific media industries and aim to safeguard the public from offensive material.
They ensure that all media companies are publishing suitable material.
PLATFORM ORGANISATION
AdvertisementsThe Advertising Standards Authority
(ASA)
FilmsThe British Board of Film Classification
(BBFC)
Television and Radio
The Office of Communications(Ofcom)
Video GamesPan European Game Information
(PEGI)
Newspapers and Magazines
Independent Press Standards Organisation(IPSO)
The watershed is the time when TV programmes that contain material deemed unsuitable for children can be broadcast.
The watershed policy, set by Ofcom, begins at 9pm and ends at 5:30am.
The watershed exists to help parents/guardians protect their children from material that might be unsuitable or even harmful for them.
* See Ofcom’s watershed site for more information *
Primary research is used to obtain new and original data. This can be conducted via focus groups, interviews, observations and questionnaires.
Secondary research involves the use of existing data and information. This can be found in books, encyclopaedias, journals and on the Internet.
Quantitative research is based on measurable facts and information that produces numerical and statistical data.
Qualitative research is based on opinions, attitudes and preferences. It involves in-depth studies of thoughts and behaviour.
The term ‘demographics’ relates to the study of a population that is based on factors such as…
Age Gender Ethnicity Social class Occupation / employment status Locale
Media institutions create audience profiles (using demographic information) in order to create different groups in society.
These groups are created so media companies can aim specific products to specific groups (e.g. Disney films for children, as well as their parents).
However, media institutions understand that audience demand is constantly changing.
Therefore, the media institutions are always under pressure to meet their audience’s demand before their competitors do.
These institutions must be aware of their audience’s desires. They tend to find this out by studying their behaviour and grouping them according to their psychographic profile (i.e. the study of a group’s interests and opinions).
Institutional rivalry examples
Disney (Marvel)vs.
Warner Bros. (DC)
EA Sports (FIFA)vs.
Konami (PES)
Apple (iPhone)vs.
Samsung (Galaxy)
Codes are signs and symbolswithin a text that a reader is supposed to read.
Some codes are obvious(denotation).
Some codes are concealedand have a deeper meaning(connotation).
Video-based media will apply certain camerawork techniques, including…
* Click HEREfor more
shot types *
Editing is the technique of changing or altering certain elements, such as…
Cutting scenes Changing colour schemes Applying computer
generated imagery (CGI) Adding visual effects or
sound effects
A key theme relating to editing is narrative.
A narrative is the way a story is told, or, the way in which the story’s events are arranged.
A CB
ED F
Open-ended = A storyline that is left incomplete. Also known as a ‘cliff-hanger’.
Closed = A storyline that is left complete, with no questions left unanswered.
Linear = Events, of the storyline, that unfold in a chronological order.
Non-linear = Events, of the storyline, that unfold in a non-chronological order.
Mise-en-scène is the visual style of a text –the way it looks.
It involves the construction and the arrangement of all of the visual elements seen on the screen, including…
Colour, costumes, hair/make-up, lighting, props, setting, and, of course, characters.
Lighting is an important aspect of mise-en-scène, as it can convey specific meanings and feelings.
This can be through the level of lighting, or, the colour of the lights.
Low key lighting examples…
Nosferatu (1922) Shutter Island (2010)
High key lighting examples…
Friends (1994-2004) High School Musical (2006)
Lighting Colour scheme Setting
PropsCostumes Hair / make-up
Characters
Sound is the different types of audio that can be heard in a media text, such as…
Diegetic sound (sound that comes from inside the text’s world – e.g. dialogue, asynchronous sound, etc.).
Non-diegetic sound (sound that comes from outside the text’s world – e.g. incidental music, narration, etc.).
Doctor Who: Tooth and Claw (Series 2, Episode 2) (2006)
Why stylistic codes are used…
To create mood, atmosphere, meaning and excitement.
To direct or alert the viewer to a specific point in the text.
To draw attention to a character or other details.
To communicate messages and values.
To represent a specific theme .
To manipulate time, events or space.
Content Slide Number
Media Sectors 4
Analogue / Digital 6
Media Text Processes
ProductionMarketing
DistributionExhibition
10
13212325
Synergy 26
Convergence 29
Audiences
SegmentationPersonalisation
Interactivity
35
374142
Content Slide Number
Audience Theories
Hypodermic NeedleUses and Gratifications
43
4446
Regulation
Watershed
51
54
Research Methods 56
Stylistic Codes
CodesCamerawork
EditingMise-en-Scène
Sound
64
6566677073
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