1. Audio
Beds, levels, fades, mix
Moving image:Mise-en-scene, lighting, sound,
editing, camera shots and movement
Media Language
Genre Debate: Is genre good or
bad? Innovation Vs Formula? Is
genre only a vehicle for
marketing?
FORMS
Print
Image, caption, columns, font,
eye line match
Narrative.
Linear narrative, cause and effect.
Multi layered narrative – e.g. soap
opera, cliff hangers and mini
resolutions, character, theme, props
Web
Links, buttons,
navigation, image
Institutions
Genre
Key Media Concepts
-Iconography
- Hybrids
- Subgenre
- Codes and
conventions
Commercial
Funded by advertising
Regulation & Law
OFCOM, BBFC, Monopolies and
Mergers, Press Complaints
Commission
Audiences
Target Audience
Mode of Address
How is the target
audience being appealed
to?
Audience Debate:
Are audiences Active or
Passive?
Audience Segmentation
Race, gender, age, class,
subculture, sexuality
Ideology &
Values
Does a text
represent
dominant or
alternative
ideology?
Institution Debate:
Concentration of ownership
Subscription
and the link to control. Who
Consumers pay to receive
has power over media
the channel
institutions?
Conglomerates
Vertical and Horizontal integration
Audience Responses
Identification,
aspiration,
gratification,
participation,
Interpretation
Do you read the text
according to
dominant ideology,
or is there an
alternative reading?
Representations
Proportionate or
Disproportionate?
Realism
Is the text attempting to
represent something as
real?
Stereotypes &
Countertypes
The Subject
What is being
represented? – Gender,
race, age, class,
subculture, sexuality