Industry and Audience Power Essay

Exam Question:

“The internet has given audiences much more power than ever before.” To what extent do you agree with this statement?

It is an unquestionable fact that the internet has given the audience an extreme amount of power than ever before due to the fact that it is so easy to access and there are so many different platforms that you can use on the internet. The internet has put the consumer in quite a powerful position as now they are able to put out their own thoughts, opinions and the things they have seen onto social media for the rest of the public to see freely though this can be seen as both negative and positive. The internet now plays an integral part of our everyday lives and life without it may seem impossible to some. The amount of power that the audience has now is more than what could ever have been imagined before the internet was invented.

Ever since the rise of the internet there have been more chances for the audience to become more involved with the music industry and let yourself be heard. Previously, getting yourself a deal with a music company or even getting in contact with them would have been much harder than it is now and so just about anyone can become famous via apps/websites such as YouTube. At the time, to those of the current older generation, something like this would almost sound impossible as such a feat would seem as too much of a dream. Another change that has occurred due to the internet is that we can now download things like music and videos digitally. This has made it easier for the audience to access files/important documents quicker and more efficiently. Additionally, we are now able to stream music via apps like Spotify and Apple Music, 2 very well known streaming apps. 

Some advantages of these changes are that the audience now has easy access to things uploaded by the music industry which leads to artists becoming more popular and therefore gaining more fans. Another advantage is that audiences are able to re-share their favourite artists music in order for it to gain more publicity along with the artists themselves. Not only that but the fans and artists are able to connect due to the number of social media platforms such as Twitter. In addition it is cheaper for the audiences to listen to artists music due to free apps like YouTube which offers a lot of music that audiences have free access to. Finally, audiences are able to listen to their favourite artists from all around the world. This means that artists such as BTS who are based in Korea are able to share their music to places such as the UK. Another advantage to add is that 'bedroom bands' are able to make more money due to apps such as Spotify where audiences pay for the music. This can help those bands to become bigger and better in order for them to become more known by audiences.

With the many advantages there ought to be a few disadvantages as well, one of the disadvantages that the internet has brought to music industries are illegal downloads. Due to audiences not wanting to pay for artists music they resort to illegally downloading artist's music meaning that the number of views/listens that the artist actually gets aren't all counted. This also leads to another disadvantage which is that artists can't make money and this is due to the fact that audiences aren't willing to pay for music and are instead downloading them illegally. This is part of the reason why some artists have had to leave the music industry as they have failed to make enough money to allow them to keep making music. Also, by audiences having so much content available to them the chances of them choosing any content is going to be even harder for them and so they may not even end up choosing any of them. Another possibility is that they may not be able to find artist's content due to the fact that there is so much content available. 

Like the music industry, the film and television industries have been hugely disrupted by the internet both positively and negatively. Prior to the breakthrough of the internet TV's where one of the most common objects that you would find in a household. Families would usually gather together in order to watch shows of their choice which leads on to one of the changes that the internet has made to this. Instead of watching TV together as a family, people are more likely to be watching their shows on their phone/tablet. Such small devices are able to show exactly the same thing on TV and maybe even in better quality and so it's no question as to why they're so popular. Another way in which the internet has affected the film and TV industry is that audiences are now able to watch films earlier than the release date in their country due to it being released earlier worldwide. Audiences from those countries are then able to upload the film and so people from other countries where the film has not been released can view it for free. Previously, you would have had to either wait for it to release and view it at the cinema or wait for it to be available on DVD. Also, you are now able to binge-watch any series you want anywhere and at anytime that is most convenient for you. Finally, you are able to stream and download films/shows on your devices easily.

One of the advantages of this is that audiences have access to more content that is created by producers therefore giving them more options and content that they are more likely to enjoy. Before, you weren't really spoilt for choice but now there's so many different films and TV shows that there ought to be at least a few that you would enjoy. Another advantage is that you can watch films when and where you like due to it being available on phones which are small and can be carried practically anywhere. Additionally, you can binge-watch series that you really want to finish and you don't need to wait every week for it to come out, you can instead just watch it all in one go. Also, industries are able to access audiences all over the world which leads to them getting even more money from those audiences. Furthermore, audiences can watch content from around the world easily thanks to the internet. For example if a show was created and produced in Japan someone in the UK would be able to access it even with English subtitles. Finally, the quality of TV dramas are now so much better than they once were in terms of the camera quality and the actual plot/content itself.

One of the disadvantages of this is that some audiences will illegally download films which will end up hurting industries due to the fact that no one is actually paying to view them. This could prevent them from making any sequels as they won't have enough funds to create one. They may have to resort to using synergy in order to get money to be able to continue it. Another disadvantage is that it will become harder for film studies to make money thanks to the lack of money within the industry. This will hugely impact the lives of those who wish/ed to go into the film and TV industry. What's more is that due to the fact that there are so many films and TV shows there are a lot of similar films which are sometimes really just replicas and a lot of sequels. Both of which ruin the origin/al of the film/TV show. Also, a lot of film now lack creativity and originality which is part of the reason why new films don't gain that much publicity. This isn't surprising as most of the plots that you would think of for a film/TV series most likely already exist. The final disadvantage is that a lot of content is old or repeated and so we're never really getting anything new.

Ever since the rise of the internet the number of people actually willing to pay for the news has staggeringly decreased over time mainly due to the fact that you are able to access the news on your mobile devices for free. Audiences don't really like having to pay for content and so if they are able to get it for free they're most likely going to go for that option. One of those options are live streaming which is actual members of the audience are at say the scene of an active crime/explosion they then record things as it happens and upload it onto social media. By uploading it on social media the audiences are automatically being given information at the time and place where the incident is taking place quickly and in real time. The news may not be able to share as accurate information due to the fact that they weren't at the place and people that they ask may be exaggerating. Another change that has occurred in the News thanks to the internet is that citizens are now able to become journalists themselves easily just by being able to give information about an event or recording it. Becoming a journalist has never been easier than it is now trusted news industries are able to verify and actually look at what the audience has put up and confirm whether or not it's true or false. Yet another change that has occurred in the News is that newspaper sales have fallen, this is due to the fact that a very small number of people would want to go outside and pay for a newspaper when we can access them for free quickly on phones/tablets which is much more efficient. The fact that audiences can now gain access to the news instantly is part of the reason why they don't find it necessary to purchase newspapers. This is a huge contrast from what it used to be like as Newspaper sales were previously very high. My final change that has occurred to the news industry due to the internet is that some news articles now use clickbait in order to get more views and fool the audience. This is one of the most disliked ways of getting views as it ends up making audiences feeling tricked by industries and ruining the relationship between them. 

One of the advantages of this is that audiences are able to access the news faster than ever before in just a few clicks. This is a huge advancement from before as now if we need to find out something important as it is happening we can do so instantly. Another advantage of this is that the internet just makes it so much more convenient and easy to access. Those who may not have the time to pick up/buy a newspaper are now able to stay updated via their mobile devices. Yet another advantage of the internet for the news industry is that audiences are now able to see news live, see pictures/videos of major events and listen to eyewitnesses who've actually seen those events take place. My final advantage of this is that audiences are given access to free news. This is helpful as those who are not willing to pay for the news but still want to stay updated with what has been going on can do so freely.

One of the disadvantages of this is that audiences don't really know who they can trust. This is due to the fact that many people may not be stating the facts and may in fact be exaggerating or straight out lying. Audiences can easily be swayed simply by the addition of a blue tick to one's name on Twitter but who is to approve of Twitter themselves. By not knowing who we can really trust, we don't know if we are truly getting authentic information. Another disadvantage of this is that the quality of the news has dropped significantly, this is partially due to the fact that most of the news that we read is free and free things aren't usually the best of quality. Along with this, viral news is now chosen by audiences rather journalists. This is due to the amount of power that audiences have, depending on how much the news is spread by audiences will decide on whether it becomes viral or not. This means that even if audiences started to spread around something that isn't of much significance it will still become viral. At the same time this means that important news may not be shared by audiences due to the fact that it doesn't interest meaning that it doesn't become viral and so some may not even be aware of it. Finally, my last disadvantage of this is that journalists are more likely to lose their jobs and companies are more prone to go out of business. This is a result of the fact that audiences are no longer paying for the news which means that those in the news industry aren't receiving as much income as they were before.

For these reasons, I believe that it is an unquestionable fact that the internet has given the audience an extreme amount of power than ever before. This is due to the significant negative and positive changes it has had on the music, news and film & TV industries. The amount of things that have altered thanks to the internet are undeniable and play a huge part in the life that we live now. The internet has left and will continue to leave a lasting effect on audiences for a very long time. Although the internet can be misused by the wrong people such as asking for ransoms from/blackmailing companies it can also be used as a learning tool and a way to communicate with family/friends that may be far away.

Audience Effects Theory

Passive Audience:

A passive audience is an audience that takes in any information fed to them by the media and they don't think to question it.

Active Audience:

An active audience is an audience that listens to the media but is able to question it and formulate their own opinion on the topic. 

Hypodermic Needle Theory:

The hypodermic needle theory is the suggestion that audiences are always passive and are pretty much injected with what the producer intended to get across. Everyone believes the same thing about the media product/text meaning there is no individuality. In the 1930s it was said that the media was this influential. 

Information/Surveillance
Weather App:
This app allows us to know whether or not we need to wear a coat, bring an umbrella or to leave these things at home as it tells us how hot/cold it is and if it's raining/sunny. This is possible thanks to the surveillance that satellites are carrying out which allows for accurate predictions that help to fend off against any weather. 

Identity
Clannad After Story (Anime):
This anime allows the audience to relate to the characters as it is quite realistic going into the struggles of being a single parent after losing your wife and then losing your child. I think that people who have experienced these kind of hardships would be able to relate to the pain felt by the main character. Not only this but having to work a lot in order to have enough money to pay rent and buy food is also difficult and a common problem in today's society.


Diversion/Entertainment
Kyoukai no Kanata/Beyond the Boundary (Anime):
This anime gives the audience some escapism as the story itself is so far off from real life that it completely distracts you and drives you away from reality. Not only that but the interesting plot and storyline is quite engaging in itself causing the audience to remain entertained. The fact that one of the protagonists is able to draw a sword with her blood is hard to believe because first of all losing so much blood would cause you to feel faint or even die and so even being able to swing the sword to fight is unimaginable especially since it reverts back to normal again. 

Relationships
Naruto/Naruto Shippuden (Anime):
This anime allows the audience to form a strong relationship with the characters as it is a long running show that has 720 episodes, not including movies and so watching the characters grow and develop creates a strong bond with them. Due to this, if something bad were ever to happen to these characters the audience would be greatly affected by this due to the relationship that they have with each other. Thanks to this long-running anime the sequel, Boruto, has many viewers just for the sake of seeing the characters from the original Naruto.


Blue Planet Analysis
Vicarious Pleasure:
Diversion/Entertainment:
Information/Surveillance:
This Blue Planet video includes vicarious pleasures as through the cameras we, the audience, are able to be apart of the undersea world and experiencing the life of undersea creatures. This allows the audience to feel excitement as they see a world not usually seen from a human's perspective. The use of diversion provides the audience with some escapism as they are taken away from reality and are instead invited to a completely different world. Additionally, the use of surveillance teaches the audience new things about certain sea creatures and the sea itself, causing them to become more knowledgeable and well-informed. 

Reception Theory

Preferred Reading:

Preferred Reading is how the producer of the product/text intended for it to be interpreted as to the audience or the main point that the producer wanted to get across to the audience.

Oppositional Reading:

Oppositional Reading is how the audience interprets the product/text which is not what the producer intended to get across. In other words it is when the point of a product/text is misinterpreted/misunderstood by the audience usually due to their own ideologies.

How does the Harry Brown trailer position the audience to respond to the teenage characters in the film?

The Harry Brown trailer positions the audience to respond to the teenage characters in the film as though they are aggressive, violent, a threat to society, dangerous and needing to be taught a lesson. This creates fear in the minds of the audience which will most likely cause them to feel relieved to see them being disciplined.

Why might young people reject this reading and construct an oppositional reading of the trailer?

The oppositional reading for the Harry Brown trailer is that young people are violent, aggressive and dangerous which isn't the case at all. This shows that young people are being unfairly portrayed which will most likely offend young people as they are being shown in a bad light. This suggests that older people are portrayed as the ones that carry out justice and are innocent. I think that young people would reject this reading because they are trying to be shown in a negative way which is causing the public/society to be afraid of them. Despite the fact that there are a lot of young people that are trying their bests to prove themselves and yet things like this are almost rejecting them which is why they would also rejecting this reading as well
.

Write a 200 word analysis of the McDonald's advert using preferred, negotiated and oppositional readings.

Preferred Reading:

The preferred reading that the producer of this advert was intended to get across was that the new (at the time) McDonald's Big Mac was an amazing 'sandwich' that would not only fill you up but also satisfy your taste buds. A burger such as this would look very appealing to an audience, especially to Explorers as they are always wanting to try new things. I also think that the producer was trying to get across to people that work a lot and might not have time to eat that something like this would be perfect as it's filling and easy to eat or carry around thanks to takeaways.

Negotiated Reading:

The negotiated reading of this advert is that the burger is in fact filling and tastes delicious although it is unhealthy and we shouldn't consider it as a meal. The burger itself is quite large in size and so although it may look like a meal it certainly isn't something your body should be intaking on a daily basis. To this audience I think that they can understand that McDonald's is just trying to advertise their product to possible customers but by making the burger seem as though it is good enough to eat on it's own and can be classified as a meal is wrong. 

Oppositional Reading:

The oppositonal reading of this advert that the producer did not intend to get across is the fact that by telling the audience that it is a meal and disguised as a 'sandwich' causes them to believe that it is in fact a healthy option which isn't the case. Usually, when we hear the word sandwich we associate it with healthy things that aren't very fatty whereas this is actually a burger which can be classified as a sandwich but in this case is used to make it seem healthier than it actually is. Also, calling it a meal makes it seem as though it is alright to have on a regular basis and can be considered as your lunch/dinner which won't be good for the body. I think that the audience would be angry at this as advertising something with so many calories as a good thing is sure to increase the number of obese people in the country even more than it is. I also think that to some audiences it would be insultive as there are many fighting for healthy eating and trying to ban foods like these and so it is almost rejecting their efforts. Vegetarians would also feel attended due to the fact that seeing a burger advertised in such a delicious looking way may tempt them and would end up in upsetting them as they are not able to eat it.

Find your own advertisement and write a 200 word analysis using preferred, negotiated and oppositional readings.

My phone shows me which trains are deleayed.
I am f***ed

Preferred Reading:

The preferred reading of this advert is to allow the humour of the advert to reach the audience making it more likely for them to install the app. I think that by using this kind of joke it creates a better relationship with the audience and the company most likely making the audience smile and causing them to spread the word to their own friends helping with publicity. I also think that it allows us to see the kind of situations that the app would be useful for and so it might appeal to audiences that use trains as a way of transport. 

Negotiated Reading:

The negotiated reading of this advert is that the audience understands the humour the producer was trying to get across but went a bit too far. I think that seeing the advert might make them laugh but not make them approve of the actual word used within the advert. Despite this, I think that the audience would be able to tell that the company didn't intend to target those with religious beliefs but rather just be funny. The thing that causes it to be misunderstood is the language used.

Oppositional Reading:

The oppositional reading of this advert is that the audience doesn't find the advert humorous and only offensive due to the language used. I think that some audiences would think that the use of such language was not relevant and was just unnecessary as it is not really advertising the app itself but is instead going a bit off topic. I also believe that the audience would think that not enough was said about the app itself or it's purpose and so the likeliness of you downloading it is very low. Additionally, to religious people such as Christians where swearing is considered as a sin which means that the advert itself goes against their religion.

GCSE Media Assessment Learner Response - Autumn 1: October

Mark

Total: 20

Grade: 6

WWW:

This is a brilliant start in Media - well done! The first 8 questions are close to perfection and show that you have learned and revised the key terminology. Now we need to add the depth and sophistication to open up the 7-9 grades we definitely need to be aiming for!

EBI:

Very simple: Q9. For the high-mark questions you need to develop extended paragraphs that use examples from Media products to illustrate your points. For an 8 mark question, you want a minimum of two well-developed paragraphs. 

Mark Achieved for each Question

Q1: 1/1

Q2: 1/1

Q3: 2/2

Q4: 2/2

Q5: 2/2

Q6: 2/3

Q7: 2/2

Q8: 4/4

Q9: 4/8

Q6: 2/3

I think that I did not achieve full marks on this question because I didn't mention enough of the conventions that I could see on the film poster. In addition I used the wrong terminology by saying 'slogan' instead of 'tagline'. 

Q9: 4/8

I think that I did not achieve full marks on this question because I did not write enough due to running out of time. I also didn't think about referring to other Media products in my answer which I think cost me a lot of marks that I could have had.

Wrong Terminology
Tagline rather than slogan on question 6.

Slogan: a short and striking or memorable phrase used in advertising.

Tagline: a catchphrase or slogan, especially as used in advertising, or the punchline of a joke.

Stronger Question

One of my stronger questions was question 8. I feel like I was able to go into great detail about the effect of the camera shot and was able to name what shot it was quite easily. I also knew exactly how to structure and commit my ideas to paper making it easier to answer the question and achieve the higher marks. 

Weaker Question

One of my weaker questions was question 9, due to running out of time and using the ideas I had in the first paragraph I was unable to write the extensive paragraphs I needed for a higher mark. In addition, it never occurred to me that I should include other Media products such as the WaterAid advert in front of me in my answer.

Question 9 Redraft

Why do charities use pictures of children in their advertising?

I think that producers for charities use children in their advertising in order to make the consumer feel sorry for the child. This is because seeing a child at such a young age struggling and not being able to do anything about it will make them empathise with the child. In addition, people believe that we should protect and look after children so seeing a child in need would make you, the consumer want to help them desperately. An example of this is in an actual Media product is the WaterAid advert a case where a picture of a child is utilised. In the advert the was a child looking at the camera in a place that looks quite dry and lacking in resources such as water. The fact that the child is looking at the camera with such a serious face causes the audience to feel as though the child is beckoning people to help him. I think that the producers planned this in order to raise more money for the charities and receive more help from more people. I also think that the effect of having a child by themself in such a desert area shows how vulnerable they are.

To add to this, I think that the image is quite recognisable to the audience as the location and common issue in that location is easy to link together due to the fact that lack of water is not unusual in such a dry place. Also, another effect of using a child in the image allows the audience to associate the child with innocence and cause them to feel sympathy for the child and what will be in store for them in the future. Not only this but those who have children themselves