Key Question: What impact has

developing technology had on the

relationship between the media and
audiences?
1950s:
- No colour
- Whole family attendance
- Larger families
- TV would be a luxury
- Limited options
- Very bulky
- No on-demand
- Not very intuitive

1970s:
- Colour
- More options
- More family attendance
- Less clunky
- No more antenna
- Still no on demand
- Normalized for the middle class

1990s:
- The rise of series
- Still whole family activity
- Modernized tvs with slim screens and the rise of wall mounts
- Multiple TV’s
- Introduction of the remote
- People watch different shows
- Satellite TV
- Lots more options
- TVs became a pacifier for kids

Modern
- Fall of family viewing
- Rise of ipads and phones as alternative tvs
- Much closer to the eye
- Multiple forms of media in the same room
- Usually in separate rooms
 - Rise of headphones
- More privacy
- Rise of the second screen
- Lowering of the average amount of children in a family

1960s tv
- Lots of music
- Lots of cartoons
- Some teen shows
- Improved image quality
- Rise of different advertising strategies such as repetition and also more passive
adverts
- Still not intuitive
1970s
- Lots of color
- Way too many musicals
- Rise of music charts and celebs
- Improved audio
- Lots of game shows
- Adverts become even more targetted
1980s
- Still lot of digital interference
- Much more screen
- Remote?
- Rise of specific channels
- Manually inserted adverts
1990s
- Lots more variety
- Video quality improvement
- Lots more teen TV
2000s
- Too many channels
- Lots of music videos
- Better colour
- Still bad image quality
- Move to digital TV from satellite

Media diary
Gaming average:3 hours
TV average:1-2 hours
100% of students have a TV in the front room
No one watches TV in the front room
Usually watches TV alone
Everyone uses WhatsApp
9 students use Instagram as their main social media
3 students don't use any social media besides WhatsApp
7 Snapchat users
The most popular form is short and enjoyable content
Most students use social media subconsciously

Media triangle
Text - what exactly the media is
Audience - Who your audience is
Media organization - the media organization making the media

Hypodermic needle theory - The theory assumes that the audience is passive and doesn't
care

Uses and gratifications theory: The theory assumes that audiences are not passive and that
audiences use media to satisfy their needs. 4 needs are
- Surveillance, finding Information (news and such) that may or may not be useful
- Personal identity, trying to find who or what you want to be
- Personal relationships, providing connection to fictional/real characters(cartoons,
announcers)
- Diversion, finding something to pass the time or entertain ourselves

Me
- Surveillance - SCMP
- Personal identity - Muhamad Ali
- Personal relationships - I really liked and still do like Doraemon
- Diversion - Nintendo DS, reading

360-degree task
- 5-min presentation
 - Choose a television programme that you will be studying
- Include background information
- Find the target audience, and include evidence of your guess
- How is the show trying to reach/attract their target audience
- What is its rating/certificate?
- Where can you find the media?
- Uses and gratification theory
- Surveillance
- Personal relationships/social integration
- Personal identity
- Diversion
- Advertising
- Media Conversion
- Audience fragmentaion

Reception Theory
How can one video provoke different responses
Sturt Hall made a theory that media producers should coat their writing with themes such as
lighting, and clothing to produce a deep rich text that readers decode. Many things can affect
how a text is decoded, such as income culture and such
There are three main ways of decoding text
Dominant reading: decoding the message properly, the way it was intended
Negotiated reading: You understand the intended message, but you must adapt to your own
ideals i.e. You don't agree with the message but you can still appreciate it
Oppositional reading: When you completely disagree with the text due to your ideals, this
usually leads to you dropping the media

The Effects debate: the impact a media text can have on active audiences. And although the
impact a program can have is limited, it will always have some sort of effect.

The sweeny was a crime show where two cops would solve a crime and by the end of the
program save the day, and the villains would often be black characters, which showed them
in a negative light

Oftentimes celebs' private lives can become media text even when it's

Horror occult classic movies are so bad that they are funny, so even though they are in
opposition they are still enjoyed for the wrong resons

Two-step flow theory: assumes an active audience and considers the political impact of
political campaigns

HBO: It is considered “American quality TV” as they put America on the map in terms of TV
shows as before they were considered quite average
Roles(temporary)
- Presenter/demonstrator
- Camera operators(x3)
- Floor manager
- Autocue Operator
- Production Assistant
- Director
- Vision mixer
- Sound mixer

Brief
- Need as essay(800 recommended, 880 absolute max)
- Find 1-2 makes and explain what you've learned in your role and what ideas you will
take to your make

Glossary
Media saturation: the phenomenon of being exposed to too many ads, messages, and
information from various sources, which can reduce their effectiveness and impact.

Media visibility: Are particular social groups represented and how so

Postmodernism: the worry that the age we are living in is now very unoriginal and previous
trends are being recycled

Hyperreal: We as an audience have such an attachment to fictional characters that we talk

about them as if they were real

Digital Natives: people who have been brought up in technology and are familiar with
technology such as computers and the internet

Digital immigrants: people who weren't brought up in tech and learned them later, therefore
having less understanding of technology

Participatory culture: enabling people to participate and learn earlier, It also has a very
famous quote from Henry Jenkins “If it doesn't spread it's dead”

Culture appropriation: When a majority adopts a minority, this can cause problems as they
may be misrepresented

Collective intelligence: being able to pool together knowledge and compare notes with others
Play: the capacity to experiment with one's surroundings as a form of problem-solving

Performance: the ability to adopt alternative identities for the purpose of improvisation and
discovery

Simulation: the ability to interpret and construct dynamic models of real-world processes

Appropriation: the ability to meaningfully sample and remix media content

Multitasking: the ability to scan one's environment and shift focus as needed to salient
details

Collective Intelligence—the ability to pool knowledge and compare notes with others toward
a common goal

Judgment —the ability to evaluate the reliability and credibility of different information
sources

Transmedia Navigation—the ability to follow the flow of stories and information across
multiple modalities

Networking —the ability to search for, synthesize, and disseminate information

Negotiation —the ability to travel across diverse communities, discerning and respecting
multiple perspectives, and grasping and following alternative norms.

Multiplier: An alternative definition of the ‘media consumer’. Acknowledges how in the digital
age, audiences are no longer passive. They add value to the media artifact by involving
others (e.g. remixing). They multiply value in collective acts of construction (e.g. wikis). They
further multiply by using their connections and networks to publicise innovation (e.g.
sharing).

Media synergy: when two companies cooperate for their own mutual benefits

Fantasy violence: when violence isn’t realistic or too gory, context also matters

Symbiotic relationship: when a person and product benefit mutually via the person getting
money, and the product getting more exposure

Law of the few: To make a big change, you need a small group of individuals such as
connectors, people who know lots of others, mavens, people who will accumulate lots of
knowledge with lots of obsession and salesmen, people who can be charismatic and
convince others