What ITV is learning about digital media


I'm at an away-day for the entire marketing and communications department of ITV, and the aim of the game is to get everyone up to speed on digital media.
Ben Hammersley caused a commotion earlier by saying that viewers don't care about the ITV brand, and Jay Stevens of MySpace told everyone how Channel 4 nearly tripled its TV audience for Skins by partnering with MySpace.

The new digital environment means joining things up and not leaving it to the guys in the corner, says new marketing director David Pemsel. And that includes being able to understand the 120 people building the broadband site, he said.

Television 2.0 is essentially television plus the best of the internet, so content and quality plus place-shifting, time-shifting, feeds, folksonomies, interactivity, remixing, community and navigation.
Video on demand will be about niche markets - how to fix a motorcycle, for example - and that's exactly how YouTube got so successful.

Personal media has not taken over from mass media, but it has become harder for mass media to keep up. MTV has completely flatlined for the last nine months and that's because it's still top-down, trying to tell kids what's cool. The new networks are about about being part of a network that you can't control. MTV used to dominate music TV and now YouTube does.

Summary...
This news story is about ITV and how they are losing their viewers. They are worried about the number of viewers that Channel 4 are receiving, since the launch of the new programme 'Skins'. They have also partnered up with MySpace which gives Channel 4 another advantage.
ITV's main aim is to get everyone up to speed on digital media.

My view...
I think that what ITV is doing is good, as everyone in the television industry has to keep up with new media and technology. However, i think that it would be quite difficult to keep up as it has become harder for mass media to keep up. An example of this would be MTV which used to dominate music tv, but now YouTube has taken over.

SELF EVALUATION.

I can't believe this is the last ever evaluation. It's quite sad when you think about it. Lol! Not really!!

Attainment- 1
I think that i have improved dramatically and have really tried my best to get the best possible grade. This grade is always high for me anyway, so i'm not worried. Hehe!

Effort-2
I have put in a lot of effort this year, especially when working on my independent study. I have also started to revise at home for this subject, making my own notes at home. I try to get all the notes that are given in class, and make sure that i understand them fully. I usually analyse them by highlighting important bits in the text.

Punctuality-1
I am always punctual for my lessons, and i am also punctual in attending all the film clubs that take place after school. I think that the slasher genre is interesting, that's the only reason why i come! LOL!

Submission and quality of homework- 2
I try to complete all the homework that is set, but sometimes the work is not relevant which wastes my time sir! I could be doing revesion in that time.

Ability to work independently- 1
I am able to work independently as i was successful in completing my independent study. I am also able to work on my own at home.

Quality of writing- 2
As i am an english student i think that my quality of writing is at a good standard. It has improved, but i think that i need to use more media terminology, and make good use of the vocabulary packs that we have been given.

Organisation of media folder-1
In think that my media folder is very organised, even though you don't check it sir! i still keep it neat and well organised.

Oral contributions in class-1
I think that i have started to contribute more in class, as i am raisng my hand more to ask questions. I also feel more confident to answer a question.

Quality of coursework-2
As the coursework has not yet been returned to us it is hard to say how good it is. However, from my own view i think that is the most work i have ever put in.

Standard of module 5 and 6 blog- 2
The standard of both my blogs has increased, as i have regularly started to post up things, and post up a news story every week.

The lesson that eBay can teach the TV companiesAnthony LilleyMonday March 12, 2007The Guardian

I dread it when Arlene Phillips has a go at someone on Strictly Come Dancing - especially when they're not my favourite celeb. Arlene only has to criticise the line of their leg - admittedly sometimes rather tartly - and, next thing you know, the public vote their hearts out to keep the hoofer under attack in the show. This upsets my frail sense of natural justice because I have a quaint, old-fashioned and ridiculous view that such shows should be won by the person with the most talent.
Obviously, it's different with pure-bred reality shows like Big Brother where the contestants' whole aim is not to lose the game of popularity. That's fair enough so long as we, the voting public, know up front what's going on. Hence the fuss last year when previous evictees were reinstated in the house.
But recent problems with phone voting, quizzes and participation TV point to something more troubling than this. Last Friday's Daily Mirror ran a splash arguing that the trust in television which many people traditionally show has been broken by these tales of sloppy administration, poor compliance and, possibly, downright dodginess.
For me, this crisis is a function of two things. The first is TV's sometimes simplistic - maybe even rather arrogant and greedy - approach to how to engage with audiences. The second is the rise of television as a way to create direct revenues through mechanisms from TV shopping to voting and premium rate quizzes. The truth is that many in the business have known about and been uncomfortable with this area for a while now. There's been a worry that some people might have been going just a little too far in pursuit of the readies - although I don't mean to imply that anyone has done anything deliberately wrong.
If you want to see this facet of participation TV in the wild, take a trip to the nether regions of the listings - down amongst the channels with 8 and 9 prefixes. There you will find participation TV in its barest form - sometimes , in the case of so-called "babe stations", literally naked. You'll find text chat channels, quiz channels, shopping channels and even psychic channels. A number of these have run into problems with Ofcom - some on more than one occasion - as they tread the thin line between showing content and being thinly-veiled adverts for premium rate phone lines.
In a much less egregious way, we've seen mainstream TV walking the same line. It's a logical but rather short-term commercial approach, especially if you've got a brand worth protecting. Research shows that many people trust the TV and television brands a great deal. When the TV channel Auctionworld had its licence revoked a couple of years ago there was more than one anguished letter about how TV itself had let people down. Squandering trust in pursuit of short-term bucks is very dangerous. Once lost, it's hard to recapture.
The participation TV debacle should have the positive effect of making legitimate operators consider the editorial and commercial standards which they need to apply to protect and extend their brands and make sure they retain this trust. The idea that some broadcasters didn't know what was going on is almost as alarming as the fact that some of these mistakes and allegedly sharp practices were going on in the first place.
This problem of trust is already a more common issue on the internet - where, as the saying goes, no one knows you're a dog. On the face of it, without trust - expressed as seller and buyer ratings - eBay just wouldn't work at all. The fact that it does illustrates that people will trust strangers if they are given ways in which to work out roughly how trustworthy the other person is. They will also be happy to get involved in ejecting the inevitable imposters and fraudsters alongside the official action taken by eBay itself. It's far from perfect, but the fact that it works at all is encouraging.
That said, it can go too far. Recent research suggesting that 70% of teenagers trust everything they read online points to an urgent need to do something about the sophistication of media literacy in our society. It's becomes increasingly impossible to regulate all media centrally. As a result, people need to be able to look after themselves more than ever, subject to basic legal standards, and content providers of whatever size need to behave decently. And the lessons for TV? Don't wait for or quibble over the fine detail of regulation, keep a close eye on what's going on in your name, and treat the audience in a way which means you deserve their trust - or you'll squander one of the most important brand values TV as a medium has left.

Summary: This news story is about the reality tv shows that are broadcast. It argues that today's audince are beginning to trust everything that they read online, resulting in the views they have towards certain people that are represented in these tv shows. This also has an impact on the voting and polls when it is left up to the public.

My view.... I think that this news story is arguing fairly as the internet today has created consumers to rely sepcifically on what they read. As the internet is becoming worldwide and increasing dramatically it is very hard to represent certain issues and deabtes on television without the genaral public raising a certain issue or arguement.

Using the comparison of the texts by ‘Gil Scott- Heron’ and ‘DJ Vadim feat. Sarah Jones’ as your starting point, explore the media issues and debates they raise.


By looking at the first text, which is called ‘The Revolution Will Not Be Televised’, it can suggest some sort of debate. ‘The Revolution’ being depicted in the title of the song is referring to the black revolution. Throughout the song there are many references to many white singers, advertising and the police are described as ‘pigs’. On the whole, blacks are being represented in the media, and this text conveys this. It also conveys the stereotypical elements of how black people are always either portrayed as victims, entertainers or as savage. This idea is continuously emphasised as the repetitive use of ‘The revolution will not be televised’ helps to get the message across.
Heron is also able to parody the work of advertising when he says ‘The revolution will not go better with Coke’. This can raise the process of the effects theory, stating that the audience are passive and are being injected by all of these false representations. It can also depict that the media does have an impact on our society.
The word ‘pigs’ used to describe the police can raise ideologies and values on how blacks are viewed amongst others. It can convey them to be represented to be unfair.
Towards the end of the song a strong message is conveyed ‘The Revolution will put you in the drivers seat’ can suggest the social change that is being promoted. As this is written in the 1972, it can reflect the attitudes of society at that particular time period.
Later on in the 1998, Sarah Jones released a song called ‘Your Revolution’. This song basically critiques the macho values of typical rap music, and Jones conveys a strong message stating that you don’t have to use your strong sexuality to get somewhere. This text raises a lot of patriarchal and misogynistic values, which objectify women, and mentions a lot of other famous rappers. The intertextuality she uses is a sort of pastiche as she mocks other elements.
Another issue raised is towards the beginning of the song, which depicts the message that materialistic things are not important. This text represents blacks, as the famous names mentioned are all of black artists. It represents men as being self-obsessed, egotistic and re- emphasises machismo, as the repetitive use of ‘because that revolution will not happen between these thighs’
Compared to Gil Scott- Heron, Jones is raising issues about black street culture, and how the majority of it is mainly black dominated. This is particularly popular with the teenage audience; taking in to account it is a postmodern text. Laura Mulvey’s theory can be applied to this text as it is from a feminist’s point of view. The feminists approach can link to the idea of women rejecting the pleasures that men gain, out of looking at women.
Overall, both texts raise certain issues and debates when teaching us about black revolution. They are bale to convey social issues and depict their own views.

Film Poster: Serenity

Media langauge: The two main images are big and bold which can suggest that both the male and female are important characters in the film, the colours are dull which can suggest the seriousness of the film, ,and the images can convey what the filom ia about, the title of the m is made aware of as the white font stands out on a dark background, the central image of the girl can suggest her character to be mysterious and can suggest that her role in the movie will be important, the male character is positioned behind her which could show the power that the female has over him- the brighter lighting used on his face can suggest that he is some sort of hero in the film.

Institution: A film directed byJoss Whedon (2005)

Genre: The genre of the film seems to be action/sci-fi as the colours can connote this. Also what the woman is holding and the image of the rocket can suggest the scientific element that the film holds.

Representation: Represents both male and female genders, which can suggest the eqaulity that both men and females have now in film roles. The fact that the woman is positioned in front of the male can represent women to be more powerful and dominant, and can reflect on how more and more women are able to partake in male roles.

Audience: The audience can be both male and female and will be people who enjoy this type of genre. The actors are not well known which may not appeal a more younger audience. A more educated or sophisticated audience may watch this.

Ideologies and values: From analysing the film poster a value of men and women may be raised, and how they are both seen to be equal.

Newspapers: The Sun

Media language: This is a "red top" newspaper so it is easily recognised by its readers, the title of the the newspaper stands out on a white background, there is a central image so the headline is appealing to the reader, there are onlt two main images which makes it easier to read the two main headlines, headline is big and bold so it is easily noticed.

Institution: Rupert Murdoch is the owner of this newspaper

Genre: This newspaper mainly focuses on the entertainment side of the media and has bias views on the political element of the media.

Representation: There is a mixture of ethnicities being represented on this front cover. Firstly there is a black young solo, female singer being represented which shows that there is no discrimination. There is also a muslim middle aged man being represented. This empahasises the multicultural society that Britain constructs.

Audience: The audience for this particular newspaper would be readers who are interested in political views and agree with them. They would also have a little interest in the entertainment side of the media. The gender can be either male or female, however, it is more likely that males would read this newsaper, because of the topic subjects being put across.

Ideologies and values: The values that an audience can gain from this newspaper is that Britain as a country is proud and united. This is seen on the front cover as the union jack is being portrayed in a positive way.

Magazine front cover: Cosmo Girl

Media language: Bright colours to attract target audience, big, bold image to represent the celebrity being portrayed, and so the target audience can recognise her, pink girlie colurs to connote the gender of the magazine to be female. "What guys really want" is under the heading to appeal to the ladies of the magazine, and persuades them to buy the magazine as girls latest interest is guys.

Institution: Front cover of a magazine

Genre: Girls fashion and beauty magazine

Representation: Represents a mixed ethnic minority as the female is known for her role in "ugly betty" which can suggest that all types of people are represented, even though her role on television is not real. It represents the young, independent girls in today's society.

Audience: The audience for this magazine would be young girls between the ages of 18- 25. They would be interested in fashion and beauty tips, and would be girls who have social time to purchase and read this magazine. it could also suggest that these females are free, and independent without men in their lives, or are looking for men, as many of the straplines conveyed involve pleasing men or gaining male attention.

Ideologies and Values: The values that this magazine can raise is that you don't have to be exceptionally beautiful to look like the women on the front covers of magazines, normal girls can look like that too.

Narrative: In a way the front cover of a magazine can tell a stroy of the way women want to be and how they live.

Self-Evaluation

Attainment: 2- I think that I have worked much harder this year than last year. I am concentrating in depth on the tasks that are set.

Effort: 2- I am putting in as much effort as i can.

Punctuality:1- I am always punctual and on time to my lessons.

Submission and quality of homework:2- I try to meet the deadlines that are set, but the main deadline is coming so we will find out, won't we? lol!!!

Abililty to work independently:1- I am more hardworking when working independently, and i am finding the independent study a good way of expressing my own ideas.

Quality of writing:2- I think that i have improved in my quality of writing, as my vocabulary has broadened, and i am able to write more like a media student.

Organisation of media folder:1- This doesn't even have to be asked, sir!!

Oral contributions in class: 2- I have started to contribute much more in class discussions, but i think i can a little bit more, considering the big mouth i got!!!!


Areas of improvement:
- I think i need to contribute more in class
- Make sure that i practice for the med 6 module exam
- my writing to look more like a media student.

USES AND GRATIFICATION THEORY

Audiences were made up of individuals who actively consumed texts for different reasons and in different ways.

Blulmer and Katz expanded this theory in 1974, suggesting a series possible reasons why audience members might consume a media text.

• Diversion- escape from everyday problems and routines
• Personal relationships- using the media for emotional and other interaction, eg. substituting soap operas for family life
• Personal identity- constructing their own identity from characters in media texts, and learning behaviour and values.
• Surveillance- Information gathering, eg. educational programmes, weather reports, financial news, holiday bargains

Dennis McQuail suggests a more detailed breakdown of audience motivation:

Information

• finding out about relevant events and conditions
• seeking advice
• satisfying curiosity and general interest

Learning

• self- education
• confidence thorough gaining knowledge

Personal identity

• finding reinforcement for personal values
• finding models of behaviour
• identifying with "celebrities" - eg. Beckham
• gaining insight into oneself

Integration and social interaction

• gaining insight into circumstances of others
• identifying with others- a sense of belonging
• finding a basis for conversation and social interaction
• having a substitute for real life companionship
• helping to carry out social roles
• enabling one to connect with family, friends and society

Entertainment

• escaping, or being diverted, from problems
• relaxing
• getting intrinsic cultural or aesthetic enjoyment
• filling time
• emotional release
• sexual arousal

MY VIEW...

I think that the audience view texts in their own way and consume them the way they want. Different people respond to different texts, and that includes whether they find the text interesting or not. I think that this also applies to why they want to watch it, and the idea of genders and ages is also important. A child would want to watch something for a different purpose to why an adult or teenager would. It all depnds on audience interests and the way they want to consume the text.

EFFECTS THEORY

To sum up the effects theory it can be viewed as forced ideolgies on a passive audience.

The Frankfurt School
This is the impact of the rise of the media industires on society. They argued that the rise of the "culture industry" resulted in increased standardisation within society. Society controls evrything and culture is processed through the mass media as sometihng which is bought and sold. So culture is produced by the industry of the media.

The mass audience is thus manipulated and indoctrinated by society and progresively less able to criticise it. The mass media prevent culture from being effectively communicated in any authenic form until it has first been comodified and changed to fit the capitalist system.

The Hypodermic needle model
This is a model which demonstrates the effects of the mass media on their audiences. In particular this applies to film- which is designed to inject the passive audiences with ideologies.
The audience is seen as a passive mass who will immediately accept whatever version of events is given in the media.

Violence in the media.
Some argue that TV output which is explicitly sexual, too violent or in other ways offensive may be censored as it may influence the audience to act in the same way. This again assumes that the audience is passive.
Today's audience are more media literate and are able to decode media texts without being injected in this way.
Theorists will try to blame the media for all anti-social behaviour.

Cultivation theory
While a single text does not have much effect, repeated exposure will make the audience less sensitive. Critics call it becoming "desensitised"
Social attitudes and expectations have changed so much.

Two step flow
This assumes a more active audience, who will discuss media text with each other. If the text is discussed with someone we respect then we may well be passive enough to accept their received views of the text.

MY OPINION...
I agree with the view that as an audience we are manipulated into being like people we see on television. I think that this especially applies to young children as they are the most naive, in aspiring to people on television. I also think that the audience are also passive in terms of what is portrayed to them in the media. Whatever version of events is presented to them, they are passive in believing what they see, even if that may not be the whole truth. This can also link to the idea of "moral panoic" as the audience become indoctrinated with information so much, that they start to fear what might happen.