News Article Analysis Essay

https://docs.google.com/document/d/1eXUr5s6q4kFnmRat-lCnNoQFRLcgrhvDROcQvA8KeXk/edit?usp=sharing

The presentation of my pitch for Sounds and Feelings


https://docs.google.com/presentation/d/1KoQ4hSD5T-0RXiO_B-W-ux_A1KAEJCOLZbQgZFn8zMU/edit?usp=sharing

                                                      MEDIA ESSAY STRUCTURE


Intro-
Interpret the question. 
Define the key words. 
Introduce article being used


Main Body-
Write a paragraph on each value applied 
Introduce the value
Give example from the article
Refer to theory if applicable


Conclusion-
Sum up what is written in the main body. 
Never add anything new.
Summarise very briefly the key values applied 

Task - Pros and cons

You are the owner of a national newspaper. You want to increase profits. What do you do?

Hire more journalists to cover a bigger range of events.

Pro's - Access to a wider audience amounting to more people wanting to read my newspaper.

Con's - Most profit made may go to the payments for the journalists.

Put more ‘sponsored content’ online and in your paper.

Sack journalists

Pro's - Less profit made goes to payment for staff

Con's - Chance of journalist possibly tweeting negatively about the company causing less people to read our paper.

Make journalists tweet more.

Make journalists write about celebrities more.

Increase cost of paper

Put up ‘paywall’

Make journalists tweet more.

Make journalists write about celebrities more.

Increase cost of paper

Put up ‘paywall’

                                                                     News Values

Convergence - Refers to the crossing over or coming together of platforms, techs, devices in the media

the "Other":Paul Giroy - Non white people in the media are often defined according to what makes them different from the (white) criminal 

News today is converged and dispersed across a range of platforms

News values systematically construct rather than simply accompany the gathering of news.

Galtung and Ruge (1981) - Argued that news is structured according to unspoken values, rather than discovered. 

Here are some of the values - Frequency (time scale of events perceived to be "newsworthy". Stories which unfolded daily were favoured)

                                - Threshold (Size of an event that's needed for it to be considered "newsworthy". Common recurrences with normal people won't get noticed unless it happens to a celeb; Unusual stories get noticed a lot.)

                                -Proximity (How close to home the story is. Also stories from "the west" are favoured over stories from the developing world)

                                 - Negativity (If it's news, it's bad news. )

                                  - Predictability (

                                 - Continuity and Narrative (News involves story telling j

Audience Segmentation

Demographics and Psychographics

Demographics= age, gender, ethnicity, household income (social grading)



Demographics: Social Grading Table


ABC1s & C2DE


Psychographics:Cross Cultural Consumer Characterisation



Resigned:
















Struggler:

Modes of address

Direct / Indirect

Direct- Speaking to the audience, use of third person languages.
Reinforces preferred reading. also within mise en scene when the person is looking at the camera

Indirect-  More objective speech and more descriptive of the product. Also within mise en scene when the person looks away from the camera.

Authoritative / Familiar

Authoritative- Telling you what to do, being imperative in speech.

Familiar- More chatty speech

KEY TERMS

User generated content (UGC) - Content made by non-professionals E.G. Social media sites, Wikipedia, Youtube, Blogs, Pinterest etc
UGC is 35% more memorable than other media & is 50% more trusted than other media.
How can it be used as marketing? It's cost effective, provides exposure, more accessible 

Shareable content

Pro-sumer - Consumers of the media aren't so contrasted with the Producers of the media. The word Prosumers was used from 1980 to describe the blurring of the lines between the Producers and Consumers
The dawn of Web 2.0, in the early 2000, made this more of a reality for everyone

Participatory culture - Taking part in the media rather than just passively consuming it.

Collective intelligence - This is a concept that proposes, "Nobody knows everything. We all know something. Therefore together we can know everything (or nearly everything)

                                                       IDEOLOGY & HEGEMONY


Ideology: a set of ideas/beliefs/values/that give us a framework for viewing the world.
               e.g. Christianity - powerful, all-seeing God.
               e.g. Feminism - women are unequal & should fight for equality.
               e.g. Marxism - seeking equality for all classes redistributing of wealth. 
               e.g. Nationalism - love for your country. 

Dominant ideologies: Those values/beliefs that are shared by most people in the given society.
                                  e.g. Consumerism - a belief that having "stuff" makes us happy.
                                  e.g. Nuclear Family - a belief that happy families involves a father and a                                                    mother with children.
                                  e.g. Gender & Femininity - Some of these change over time. Women should be                                            kind, empathetic....
                                  e.g. Beauty - Skinny, young, white, blonde.....
                                        Context - Historical & Cultral

Native & Target Advertising 

Native advertising is paid content that matches a publication's editorial standards while meeting the audience's expectations.

Native adverts are adverts in disguise.

Target Advertising

• Particularly on social media
• Targets a very niche group (small specific section of an audience0
• Uses cookies on your computer to search for appropriate adverts
• Shoppable tags. e.g. on instagram

Main challenges faced by the advertising industry?

• Getting the audiences attention
• Making the advert appealing and interesting
• Hostile audience
• Competition