One Direction - History: Blog tasks

Industry

1) How were One Direction formed and how is this reflected in the music video for History?
One Direction were formed in X Factor by Simon Cowell , this is reflected in the music video as the opening and first few seconds of the music video shows all 5 of 1D and Simon Cowell smiling about them.

2) What is vertical integration? You may need to check your book for this (or remind yourself from this previous blogpost.)
Vertical integration is when one conglomerate owns different companies in the same chain of production.

3) What is horizontal integration? (See link above for help again!)

Horizontal integration is when one company buys other companies at the same level of distribution.

4) How has technological convergence changed the way audiences consume music videos?
Technological convergence changed the way audiences consume music videos by now allowing people to watch them on devices such as smart phones , tablets, TV's and computers.

5) As a manufactured band, what influence do Simon Cowell and the record company Syco (part of Sony) have over the content and release strategy of One Direction music videos? You may want to read this text from an article in The Inquisitr about the relationship between 1D and Simon Cowell.
The record company are the people who write the song and plan the music video out , One Direction is just simply made to sing and act in them.
Audience

1) What is the main One Direction audience - demographics and psychographics?
The main One Direction psychographics for a very well-know big boy band is "Mainstream." Demographics of One Direction are : Middle and upper middle class, teenagers but also young adults and mainly females.

2) What audience pleasures are offered by the music video for History?
Audience pleasure include: Nostalgia, Pleasure, Diversion
 3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to One Direction fans. Why did you choose those moments? 
2:29 : This is because the fans are cheering, this is significant because it lets the fans have their own voice in the music video.
3:03 : This is because it is a shot of them 4 hugging , this is strong because it leave the audience feeling upset as this is there last concert.
0:01 : This is because it is a clip from X Factor when they first became a group.This would appeal to a One Direction Fan because it gives a sense of nostalgia and shows the accomplishments and contrast of then and now.
4) What is nostalgia and why is it a key audience pleasure for the History music video?
Nostalgia is a sentimental longing or wistful affection for a period in the past. It is a key audience pleasure because the whole music video is designed on all their achievements they made in the past that got them to the place they are now.

5) How are fans positioned to respond to the video? What do the producers want One Direction fans to take from the video?
Fans are made to feel joyful and laugh along with the band as they are shown to be having a good time and messing around. However, near the end it shows clips of their last concert , them saying goodbye.

Introduction to Music Video: Blog tasks

Answer the questions below to complete your introduction to the Music Video topic: 

1) What are the key conventions of music video?
Visual Effects
Intertextuality
Fast Paced Movement
Not very long

2) What is intertextuality?
 When one media text refers to or suggests another media text

3) When did music videos first become a major part of the music industry?
When they were made as mini films eg beatles and elvis

4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?
MTV WAS LUANCHED AS A PLATFORM FOR MUSIC VIDEOS

5) How are music videos distributed and watched in the digital age?
Music videos are distributed and watched through youtube

6) Why was piracy (illegal downloading on the internet) a problem for the music industry?
The content becomes free meaning the artist doesn't make money

7) What digital services did the music industry set up to combat the threat of piracy and illegal downloading? Give examples.
They set up subcription services such as spotify and yt music

8) What is digital convergence?
The ability to view the same multimedia content from different types devices. These are all thanks to the digitization of content.

Advertising: assessment

1) What does intertextuality refer to in Media Studies? [2 marks]

When one media text refers to or suggests another media text

2) Explain how the OMO advertisement reflects the social and historical context of its time. [6 marks]

In the 1950's women where represented as domestic and housewife as she is hanging clothes. they were seen as less superior to men. She is also wearing bright clothes and make up which signifes women as being attractive and she represents beauty and fashion as she is wearing red lipstick.The anchorage text is like a conversation between a child and their mother which signifies how effective the product is it reinforces the maternal stereotype.

3) How do advertisements reinforce and challenge stereotypes in the media?

Answer with reference to the NHS Blood and Transplant online advertising campaign Represent. [12 marks]

The NHS Blood and transplant campiagn reinforce stereotypes in the media by wearing sports wear which is associated with an urban enviroment.The jobs seem based on gender as women can be seen singing in a choir and dancing whilst men are sport celebrities and MPs.The murky, dark, gloomy roads illustare London weather.Also Lady Leshurr makeup shows the sterotype that women have to look attractive at all time. The music is grime/rap which links back to the urban area

The NHS Blood and transplant campiagn reinforce stereotypes in the media by using jobs not really assiociated with black people like scientist.Gender is also subverted as the boxer Nicholas Adams is portrayed as strong, Lady Leshurr as dominant , female scientists as smart, Kanya King , who is the CEO of MOBOs, as powerful.Futhermore age subverts stereotypes as the younger actors are portrayed as dedicated , hard-working and successful.

Galaxy 'Chauffeur' advert: blog tasks

1) Who is Audrey Hepburn?
Audrey Hepburn was a famous Hollywood star in the 1950s and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model . She died in 1993 at the age of 63.


2) Why did Galaxy select Audrey Hepburn for this advert? 
Galaxy selected Audrey Hepburn because she was extremely famous back in the 1950s so older generations could relate to her.

3) What are the connotations of Audrey Hepburn and celebrity in this advert? 

The connotations of having a celebrity is to show that galaxy chocolate is targeted towards all social classes. 

4) Why is the advert set in the 1950s? What audience pleasure does this provide?
The audience get a sensation of nostalgia as they remembers memories of Audrey Hepburn and the type of background  used the in the video.

5) What is intertextuality?
Intertextuality is where on media products makes references to other media products.


6) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?
The film that is suggested in this advert is Audrey Hepburn's film 'Roman Holiday'.This is shown by the actors.Galaxy have deliberately chosen someone who looks like the actor Gregory Peck. Also , Audrey Hepburn is wearing the same type of dress as she did in the movie ' Roman Holiday.'


7) Which of Propp's character types are represented in the advert? (Note: you will not find them all). 

Hero - Person driving in the car.

Heroine - Audrey Hepburn

Donor/False hero - bus driver

8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

Equlibrium - she is just sitting in the bus relaxed.

Disequilibrium- The bus driver and store owner get into an argument which stops the bus from moving.

New Equilibrium - The man in the car comes and allows Audrey Hepburn to ride in his car.

9) What representations of gender can you find in this advert?
Women are represented as beautiful because Audrey Hepburn has makeup on.

10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
This advert reinforces and subverts representation of gender. It reinforces that women need makeup to look beautiful.However it subverts the fact that women are inferior to men , because the men were the ones driving the women around.

Represent NHS Blood & Transplant campaign: blog tasks

1) What does BAME stand for?
Black, Asian and Minority Ethnic

2) Why is there a need for blood in the BAME community? 

Only 3% of Blacks and Asians donate their blood

3) What does this advert want people to do once they've seen it (the 'call to action')?
They want people of these minorities to donate blood as not enough of these minorities 

4) Why is the advert called 'Represent'?
As it positively represents the BAME community

5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous.
They have used famous BAME celebrities in the advert as it represents their community and makes them want to donate blood like these celebrities like lady leshurr, Ade Adepitan, Kenya King  

6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
It has connotations of of death, the consequences of not giving blood.It also makes BAME people guilty that they aren't donating enough blood.
To illustrate that more people of these ethnicity need to donate blood

7) How does the advert match the key conventions of a typical urban music video?
The advert matches the key conventions of a typical rap music because it is set in an urban area and the main actor is wearing sportswear.


8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The race/ethnicity aspect subverts BAME sterotypes because there is a black scientist although scientist are mainly associated with people of white culture.Gender is being subverted also as boxer Nicholas Adams is portrayed as strong, Lady Leshurr as dominant , female scientists as smart, Kanya King , who is the CEO of MOBOs, as powerful.Age subverts stereotypes as the younger actors are portrayed as dedicated , hard-working and successful.

9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?
Race and ethnicity is reinforcing black sterotypes as black actors are associated with jobs such as:footballer,singers,dancers.Gender of women reinforces sterotypes likes fashion and dancing.

10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
Costume- Sports wear is worn to reinforce the urban background.
Lighting- Mid-day , dark and gloomy sunlight to reinforce London's miserable weather.
Actor- Lady Leshurr , a British grime and hip hop rapper,singer and producer .
Makeup-Makeup is used on Lady Leshurr which reinforce the stereotype that women need to look attractive at all times.
Props- No props used.
Setting- Music video is set in London , on top of a roof top which is dirty and old.

OMO advert: blog tasks

1) What year was the advert produced?
1955

2) How were women represented in most adverts in the 1950s?
In the 1950s women where represented as domestic and housewife. they were seen as less superior to men.

3) How does the heading message ('OMO makes whites bright') and typography promote the product?
The link to the product as they have the same typography which links to the design. 

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?
She is wearing bright clothes and makeup which signifies women as being attractive. She is hanging clothes which shows domestication as there are props such as a clothe line.

5) Why is a picture of the product added to the bottom right of the advert?
The picture of the product is there as it is recognisable to the target audience

6) What are the connotations of the chosen colours in this advert?
The colour scheme connotes that the bright colours are like the product as it is vibrant this illustrates brand identity.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
The anchorage text is like a conversation between a child and their mother which signifies how effective the product is it reinforces the maternal stereotype.

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
Women are represented as sedentary and domestic and also represent beauty as she is wearing red lipstick

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
The preferred reading is that women should buy this product to clean.

10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
The oppositional reading is that its sexist and both men and women should do house chores

1) How much do you think things have changed over the last 60 years with regards to representations of women in advertising? Give examples from a variety of adverts
In recent times the representation of women has become less domestic but is still sexualized and shown for beauty. Women are also in adverts that don't involve these 2 things.

2) Read this Guardian feature on possible law changes with regards to gender representations in advertising. Do you agree with this approach?

3) Now read this Guardian feature entitled 'Mad Men and invisible women'. Why does it suggest the advertising industry has 'failed to move on'? Do you agree? Read some of the comments below the article to get a range of differing views on this topic.

Gender representation in advertising: blog task

1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.
2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 
A stereotype was women where seen as domestic and as a housewife
As they are shown as beauty as they are wearing makeup 

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.
They were also shown as beauty and for products to do with hygiene and well being and they are also sexual 

5) How do your findings suggest representations of gender have changed over the last 50 years? 
Women are now more equal to men and are less subjected to housework but have become more sexualised in the modern age