THIS BLOG HAS 3 SECTIONS
- 1. TV DRAMA
- 2. MUSIC INDUSTRY
- 3. AS FOUNDATION PRODUCTION

SECTION 1
TV DRAMA

EASTER REVISION - MUSIC INDUSTRY

Music Industry - Past Questions

Write responses under timed conditions (45 minutes)

AS – Institutions and Audience – Music Industry
Past Questions

January 2009 Discuss the ways in which media products are produced and distributed to audience, within a media area, which you have studied.

June 2009 How important is technological convergence for institutions and audiences within a media area which you have studied?

January 2010 “Media production is dominated by global institutions, which sell their products and services to national audiences.” To what extent do you agree with this statement?

June 2010 What significance does the continuing development of digital media technology have for media institutions and audiences?

EASTER REVISION - TV DRAMA

Representation of Gender - Holby City
Watch the first 6 minutes of the extract and discuss the representation of gender.
Try to make notes and write your response in exam conditions.

EASTER REVISION - TV DRAMA

Representation of Ethnicity
Try to make notes and write essay under exam conditions

Representation of Gender

Summer 2010 OCR Media Studies Extract from N Tennear on Vimeo.

Representation of ability/disability - Coming Down the Mountain

How is disability represented in the extract? Remember to focus on how camera, sound, editing and mise-en-scene contribute to the representation.

Representation of Gender - Eastenders

Eastenders Extract
How does camerawork, sound, mise-en-scene and editing contribute to the representation of gender in the extract?

Eastenders Student Essay

Discuss the ways in which the extract ‘Eastenders’ constructs the representation of gender by using camera angle/shots/composition, sound elements, mise-en-scene and editing techniques.

In the beginning of the extract we see Sam Mitchell, who is in the cellar of the Queen Vic pub, digging and axing away at something off screen. She is wearing very dirty, grimy clothes which make her look like she is from an action movie. By her attire, we can tell that the representation of females opposes that of the stereotypical female: emotional, vulnerable, weak and trendy. The use of diegetic sound reinforces this. From her grunting and panting we can assume that she is hard at work. She also spits onto her hand and wipes the sweat off her brow. Her messy hair makes her seem deranged, almost mad. Low key lightning is used: we can partially see Sam's face lit up by the sunlight streaming through a small window. By using low key lighting, the audience may think that something sinister is going on and it makes the extract look more dramatic. It could also show that the audience is being hidden away from something, the unknown that could make them feel uncomfortable. In her hands we see an axe which connotes violence and harm.

The scene then cuts in to a park where Sharon and Dennis are getting married. We see a lovely setting with a serene mood, compared to the first scene where it is moody, sinister and dark. Both Sharon and Dennis are wearing wedding outfits showing that they are getting married. However we only see very few people at the wedding. There is no priest present, who is normally found in most weddings. We see Dot, Jim, Chrissie and Pauline all lined up ready to take a picture of the newly married couple. Dot is teaching Jim how he should use the camera. This is rather peculiar as it’s the stereotypical man that knows his tech and how to use them. Dot seems to be slightly intellectual by instructing Jim and her dress sense seems to support this: she is wearing a modern, old woman’s wedding skirt and blouse accompanied by a fancy hat. Dot’s character is contradicting the stereotypical old woman: slow, gossipy and frail. But we see that Dot’s character opposes the common perception of an old woman with her lively, happy, and knowledgeable nature. We then see the three women throw confetti at the couple as the photo is being taken. The camera then quickly tracks in, making the moment significant and important. The quick tracking of the camera exaggerates the happiness in this particular scene. Confetti connotes happiness and joy which is strongly emphasised with high key lighting and the ambient sound of birds twittering and singing in the trees. This diegetic sound also adds to the verisimilitude, giving the extract a more realistic feel.

The scene cuts to the Square where a high angle shot is used to establish the setting. We can see that there is a party being held for Dennis and Sharon, the new married couple. High key lighting is used here as well as the wedding scene with the same effect: happiness and an undisturbed environment. We can also hear music played, possibly by a DJ. By using diegetic sound, the extract is given a sense of realism. All is well until it is disturbed by the sound of police sirens. This diegetic sound suggests that something has gone wrong and adds to the verisimilitude of the extract. The police step out of the car and shout outside the door the Vic: “Miss Mitchel, it’s the police! You need to let us in.” This shows how stereotypical the police are as they are well dressed and seem to have some authority because the people in the Square gather around them. The stereotypical policeman has a sense of authority and walk with their chest sticking out. They also have one hand or both hands near their batons, ready for a fight if necessary. He then takes out his baton and extends it in one brief flick. The scene cuts to where Sam is still digging up the floor of the cellar. This scene is very similar to the first but only has a different angle and shot distance (medium side shot) whereas the first scene showed a medium close-up of Sam. The police barge in to find Sam surrendering herself to them. He then states the reasons for her arrests. He sees a human leg in the hole of the floor and says “There will probably be other charges. You might want to inform a solicitor.” Sam then shakes her head showing her disapproval and says “No, no I don’t trust lawyers.” This represents Sam as being strong, confident and accepting her crimes. Sam’s character strongly opposes the stereotypical young woman as a woman of her age would normally break down into tears. We see that she is very different to other female characters like Sharon, sweet and loving, and Dot, intellectual and knowledgeable. The handcuffs are then clicked onto her wrists and an eye line match is used again as she gives the body in the hole a look of accomplishment and satisfactory.

The scene changes to the Square again, where people are waiting anxiously in bundles. A young woman walks out of the Vic with her hands to her face, indicating that she is crying. She is then comforted by another woman and Pat as they lead her to a seat. All three characters are the typical representations of a woman. Tracy is seen as the emotional, weak and vulnerable character out of the three. Pat and the other women are also stereotypical women as they rush to comfort her. Kat, the forth female in the frame, looks stylish and modern. She looks as Tracy and the woman walk past her. Kat seems to slightly oppose this stereotype as she avoids sympathising with her, unlike the other women. As they walk off screen, Mo starts her usual gossiping. She adheres to the stereotypical old woman who constantly talks and annoys people around her as we can see from the expression on Billy’s face. As Sam walks out, Mo is silenced and Billy walks up to her and addresses her. With his cockney accent he says “Sam what the hell you doin’?” By using dialogue, the audience can see how shocked he is as the officer walks out with his sister. He abides to the stereotypical young man: a person of very casual characteristics, using colloquial terms and phrases.

As Sam is dragged into a police car, Kat approaches the window and the camera cuts into a medium close-up. She threatens Sam into not involving her sister into the situation. By using a medium close-up, the audience may be able to interpret that there is a secret matter being addressed. This could mean that Kat is knows something but Sam retorts, saying that she is going to tell the police everything through her gritted teeth. Here we see a much better, clearer representation of gender in Kat. She seems to come out as a protective but aggressive character which conflicts with a stereotypical woman. Kat is shown as a very strong character and likewise with Sam and the medium close-up emphasises this by showing more of their facial expressions. During this conversation, we see that shot/reverse shot is used. This editing technique is used frequently in conversation so that the audience can see the two sides of the conversation and the facial expressions of the characters.

Throughout the extract, cross cutting is used between three different places: the wedding, the Square and the Vic. By using cross cutting, the audience can understand the narrative well. Throughout the extract, representation of gender is changed depending on the character. The stereotypical characters are Tracy, Pat, Mo, the woman that helps Tracy, Sharon, Chrissie, Billy, Dennis and the policemen. The characters that oppose their stereotypes are Jim, Dot, Sam and Kat. More stereotypes are used in this extract, making it easier for the audience to understand them and relate to them. But by using characters that oppose their stereotypes, gives the audience food for thought: stereotypes are only used to make things easy for us whereas characters that evade doing so, require more effort and understanding.

Representation of Regional Identity

Representation of Age/Youth - Skins

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Representation of Ethnicity

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Representation of Gender - The Bill

Highbrow TV Viewing - The Bill. Watch the opening 5/6 minutes of this extract. How do the four technical areas contribute to the construction of gender in the extract? This is an activity you can do outside of lesson time and past on to me to mark.

Representation of Gender (June 2009)

Casualty @ Holby City

Representation of Ethnicity - Hotel Babylon

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Representation of Age - Monarch of the Glen

This clip includes the Monarch of the Glen extract that was used in the January 2009 exam and which we studied in class. On the OCR Virtual Event website there are links exemplar answers. As an additional activity have another go at discussing the representation of age in the extract. The exam extracts appears two minutes into the clip.

Editing - The 180 degree rule

OCR - Basic Camera Shots

TV Drama - OCR - Camera Movement

TV Drama - Marking Criteria

AS Media Studies - Representation in TV Drama

Marking Criteria for level 3 and 4.

Level 3

Explanation/analysis/argument (12-15 marks)

• Shows proficient understanding of the task

• Proficient understanding of the way that technical aspects are used to

construct the extract’s representations

• Mostly relevant to set question

Use of examples (12-15 marks)

• Offers consistent textual evidence from the extract

• Offers a range of examples (at least three technical areas covered)

• Offers examples which are mostly relevant to the set question

Use of terminology (6-7 marks)

• Use of terminology is mostly accurate

Straightforward ideas have been expressed with some clarity and fluency.

Arguments are generally relevant, though may stray from the point of the

question. There will be some errors of spelling, punctuation and grammar,

but these are unlikely to be intrusive or obscure meaning.

Level 4

Explanation/analysis/argument (16-20 marks)

• Shows excellent understanding of the task

• Excellent knowledge and understanding of the way that technical

aspects are used to construct the extract’s representations

• Clearly relevant to set question

Use of examples (16-20 marks)

• Offers frequent textual analysis from the extract – award marks to

reflect the range and appropriateness of examples

• Offers a full range of examples from each technical area

• Offers examples which are clearly relevant to the set question

Use of terminology (8-10 marks)

• Use of terminology is relevant and accurate

Complex issues have been expressed clearly and fluently. Sentences and

paragraphs, consistently relevant, have been well structured, using

appropriate technical terminology. There may be few, if any, errors of

spelling, punctuation and grammar.

TV Drama - Glossary

Camera Shots
Aerial Shot – A camera shot taken from an overhead position. Often used as an establishing shot.
Close Up – A head and shoulders shot often used to show expressions/emotions of a character. Also can be a shot of an object, filmed from close to the object or zoomed in to it, that reveals detail.
Extreme Close Up – A shot where a part of a face or body of a character fills the whole frame/dominates the frame. Also can be a shot of an object where only a small part of it dominates the frame.
Establishing Shot – A shot that establishes a scene, often giving the viewer information about where the scene is set. Can be a close up shot (of a sign etc) but is often a wide/long shot and usually appears at the beginning of a scene.
Medium Shot – the framing of a subject from waist up.
Two Shot – A shot of two characters, possible engaging in conversation. Usually to signify/establish some sort of relationship
Point-Of-View Shot (POV) – Shows a view from the subject’s perspective. This shot is usually edited so that the viewer is aware who’s point of view it is.
Over the Shoulder Shot – looking from behind a character’s shoulder, at a subject. The character facing the subject usually occupies 1/3 of the frame but it depends on what meaning the director wants to create (for example, if the subject is an inferior character, the character facing them may take up more of the frame to emphaise this)
Overhead Shot – a type of camera shot in which the camera is positioned above the character, action or object being filmed.
Reaction Shot – a shot that shows the reaction of a character either to another character or an event within the sequence.

CAMERA ANGLES
Camera Angle – the position of the camera in relation to the subject of a shot. The camera might be at a high angle, a low angle or at eye level with what is being filmed.
High Angle – A camera angle that looks down upon a subject or object. Often used to make the subject or object appear small or vulnerable.
Low Angle – A camera angle that looks up at a subject or object. Often used to make the subject/object appear powerful/dominant.
Canted framing (or oblique) – camera angle that makes what is shot appear to be skewed or tilted.

CAMERA MOVEMENT
Pan – Where the camera pivots horizontally, either from right to left or left to right to reveal a set or setting. This can be used to give the viewer a panoramic view. Sometimes used to establish a scene.
Track - a shot whjere the camera follows a subject/object. The tracking shot can include smooth movements forward, backward, along the side of the subject, or on a curve but cannot include complex movement around a subject. ‘Track’ refers to rails in which a wheeled platform (which has the camera on it) sits on in order to carry out smooth movement.
Crane – A crane shot is sometimes used to signify the end of a scene/ programme /film. The effect is achieved by the camera being put onto a crane that can move upward.
Stedicam - A steadicam is a stabilising mount for a camera which mechanically isolates the operator's movement from the camera, allowing a very smooth shot even when the operator is moving quickly over an uneven surface. Informally, the word may also be used to refer to the combination of the mount and camera.
Tilt - where a camera scans a set or setting vertically (otherwise similar to a pan).
Zoom – Using a zoom lens to appear to be moving closer to (zoom in) or further away from (zoom out) a subject/object when in fact the camera may not move (so, strictly not camera movement). Can be used for dramatic effect.

EDITING
Editing – the stage in the film-making process in which sound and images are organised into an overall narrative.
Continuity Editing – the most common type of editing, which aims to create a sense of reality and time moving forward. Also nick named invisible editing referring to how the technique does not draw attention to the editing process.
Jump Cut – An abrupt, disorientating transitional device in the middle of a continuos shot in which the action is noticeably advanced in time and/or cut between two similar shots, usually done to create discontinuity for artistic effect.
Credits – the information at the beginning and end of a film, which gives details of cast and crew etc.
Cross Cutting – the editing technique of alternating, interweaving, or interspersing one narrative action (scene, sequence or event) with another – usually in different locations or places, thus combining the two: this editing technique usually suggests Parallel action (that takes place simultaneously). Often used to dramatically build tension and/or suspense in chase scenes or to compare two different scenes. Also known as inter-cutting or parallel editing
Cutaways – A brief shot that momentarily interrupts continuous action by briefly inserting another related action. Object, or person (sometimes not part of the principle scene or main action), followed by a cutback to the original shot.
Freeze Frame – the effect of seemingly stopping a film in order to focus in on one event or element.
Eye-line Match – a type of edit which cuts from one character to what that character has been looking at.
Flashback – a scene or moment in a film in which the audience is shown an event that happened earlier in the film’s narrative.
Graphic Match – an edit effect in which two different objects of the same shape are dissolved from one into the other.
Juxtaposition – the placement of two (often opposed) images on either side of an edit to create an effect.
Linear Narrative – a style of storytelling in which events happen chronologically.
Montage Editing – the juxtaposition of seemingly unconnected images in order to create meaning.
Parallel Editing – a type of editing in which events in two locations are cut together, in order to imply a connection between the two sets of events.
Visual Effects - visual effects are usually used to alter previously-filmed elements by adding, removing or enhancing objects within the scene.
Match on Action - A shot that emphasises continuity of space and time by matching the action of the preceding shot with the continuation of the action. (For example a shot of a door opening after a shot of a close up of a character’s hand turning a door handle)

SOUND
Diegetic Sound – sound that can be heard by the characters within a scene/ sound part of the imaginary world.
Non-diegetic Sound – sound that the characters cannot hear and is not part of the imaginary world of the story. This includes a musical soundtrack or a voiceover (however this excludes a narration by a character within the story – referred to as an internal monologue and is diegetic).
Score – The musical component of a programme’s soundtrack, usually composed specifically for the scene.
Sound Effects – sounds that are added to a film during the post-production stage.

OTHER KEY TERMS
Artificial Light – A source of light created by lighting equipment, rather than from natural sources.
Convention – a frequently used element which becomes standard.
Disequilibrium – the period of instability and insecurity in a film’s narrative.
Enigma – the question or mystery that is posed within a film’s narrative.
Equilibrium – a state of peace and calm, which often exists at the beginning of a film’s narrative.
Framing – the selection of elements such as characters, setting and iconography that appear within a shot.
Genre – a system of film identification, in which films that have the same elements are grouped together.
Iconography – the objects within a film that are used to evoke particular meanings
Intertextuality – reference within a film to another film, media product, work of literature or piece of artwork.
Mise en scene – a French term, which literally means ‘put into the frame’. When analysing a sequence the term refers to everything you see in the frame (props, costume, lighting, colour, makeup etc.)
Narrative – a story that is created in a constructed format (eg. A programme) that describes a series of fictional or non-fictional events.

SECTION 2 -
MUSIC INDUSTRY

Music Ind- Audience Essay – Feedback

- Discuss how by producing their own music with software like Cubase and Sony’s Acid Music Studio 7, audiences are becoming active producers, which is described in David Gauntlett’s theory of Media Studies 2.0.

- Give examples of those who benefited from the audiences as producers idea. E.g. The Arctic Monkeys (fans distributing their music on internet), Sandi Thom (produced live performances via webcasts from her flat in South London) or any similar examples you might know of.

- Relate Richard Sennett’s (sociologist) notion of the ‘Craftsman / Craftspeople’ to the idea of audiences as producer. Sennett suggests that people are making/creating more in the 21st century, which has lead to higher self-esteem and improved personal well-being. Therefore it can be seen as advantageous if audiences are making their own music. Remember Sennett isn’t necessarily referring to the music industry, so it is up to you to make and explain the connection.

- Give some evaluation of Gauntlett’s theory. Are audiences really producers? Do you make your own music/media? In 2007 less than 1% of YouTube users uploaded their own content onto the site. Are social networking sites really helping audiences become more active, or are they just a new method for the big 4 to target audiences with sites like MySpace Music and Spotify?

- Discuss the advantages of digital radio.

- Discuss that with radio podcasts on the BBC iPlayer/website audiences can listen to some radio shows at the time they choose. This goes back to Gauntlett’s idea about time no longer being a significant boundary in regards to media consumption.

- Discuss the advantages and disadvantages of convergence technology.

- Highlight the price war between mainstream CDs and downloads. Both are very cheap these days, which benefits the consumer/audience.

- Make sure you answer the question. If you are being asked about audiences it is unlikely that you will have to discuss Sony’s vertical integration strategy and mergers.

- Audiences have benefited from illegal downloading and peer-to-peer file sharing as a lot of music is now free (e.g We 7) and there are more live gigs and festivals for them to go to and watch their favourite bands/artists (e.g. The Download Festival, The Electric Proms and The Latitude Festival).

Music Ind Revision

Sony music research

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Music Ind Revision

Major Record Label Research

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Music Ind Revision

The music industry key terms lecture

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Synergy Revision

Synergy revision 10

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The Big Four

The Big Four Record Labels

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Audience Lesson

Audiences

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Music Industry Revision - Ownership

Music Industry Revision L1

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To help prepare for the exam make sure you know what the key terms means and you are able to provide an example. Complete the mind-map and practice writing paragraphs on each of the key concepts/terms.

Music Industry Revision - Hardware & Content

Hardware Revision

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Music Industry Revision - Audiences

Music Industry Audience Revision

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David Gauntlett - Media Studies 2.0

INSTITUTIONS & AUDIENCES - The Music industry
David Gauntlett's presentation on Media and Everyday Life
What's important here is understanding how audiences have become much more active, they don't just consume music/media, they make it.

INSTITUTIONS AND AUDIENCES EXAM - THE MUSIC INDUSTRY

For this part of the exam you must be able to answer answer questions on the following:

Candidates should be prepared to understand and discuss the processes of production,
distribution, marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions. In
addition, candidates should be familiar with:
- the issues raised by media ownership in contemporary media practice;
- the importance of cross media convergence and synergy in production, distribution and marketing;
- the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange;
- the significance of proliferation in hardware and content for institutions and audiences;
- the importance of technological convergence for institutions and audiences;
- the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions;
- the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.

Pirate Bay co-founders lose appeal - From guardian.co.uk

Pirate Bay's co-founders today lost their appeal against convictions for encouraging illegal filesharing, and have had their collective fine increased by $2m (£1.3m) to $6.5m (£4.1m).

A Stockholm court of appeal ruled that Fredrik Neij, Peter Sunde and Carl Lundstrom remain guilty of helping Pirate Bay users illicitly share copyrighted music and film content via their website.

The Swedish appeals court today reduced each of their prison sentences from one year to between four and 10 months – but raised the amount they have to pay in damages to the entertainment industry to £4.1m from £2.8m.

All four Pirate Bay co-founders were found guilty in April of assisting the distribution of copyrighted content. The fourth co-founder convicted in April, Gottfrid Svartholm Warg, did not appear at the appeals court hearings, citing illness.

Following the ruling, Sunde vowed to take the appeal "to the highest court". Posting on Twitter in Swedish, Sunde's message translates as: "It's going to be an appeal to the highest court, so don't worry."

Defence lawyers for Neij and Lundstrom said they were not surprised but disappointed by the ruling and confirmed that they would probably appeal to the European supreme court.

The court's verdict was wrong

, Sunde continued, adding: "They should make a better judgment and read the [evidence files].

"It's a good thing you don't get punished for expressing yourself, but a bad thing you get punished for things that don't exist."

The four Pirate Bay co-founders were ordered to pay damages to 17 different music and media companies including Sony BMG, Universal, EMI, Warner, MGM and 20th Century Fox, having being found guilty of making 33 specific files accessible for illegal sharing.

Neij, 32, must now serve 10 months in prison; Sunde, 32, will serve eight months, and Lundstrom, 50, will serve four. Svartholm, the youngest of the four at 26 years old, will have his case heard at a later date.

Charges against the seven-year-old site were brought by the music trade body the International Federation of the Phonographic Industry (IFPI) on behalf of some of the rights owners.

The trial began on 16 February, at a time when Pirate Bay boasted more than 22 million users a month.

Following their conviction in April all four men, aged between 26 and 50, vowed to fight the ruling, arguing Pirate Bay did not host any copyrighted material itself.

But the Stockholm appeals court today dismissed their legal challenge, stating that the site had "facilitated illegal file-sharing in a way that results in criminal liability for those who run the service".

"For the three defendants the court of appeal believes it is proven that they participated in these activities in different ways and to varying degrees," the court judgment said.

Fredrik Neij, Peter Sunde and Carl Lundstrom remain guilty of illegal filesharing and have fines increased from $2m to $6.5m

Although Pirate Bay does not itself host copyrighted material, it links to a number of torrents elsewhere on the internet. Early on in the trial prosecutors were forced to drop the charge of "assisting copyright infringement", instead focusing on the lesser charge of "assisting making available copyrighted content".

Rick Falkvinge, leader of the Pirate Bay-affiliated Pirate Party, today said it has been a "political trial from the start and it must be resolved politically".

"This doesn't mean anything for Pirate Bay and it doesn't mean anything for similar sites," he said. "File sharing is increasing every day and the only thing this means is that more and more people will try to hide what they are doing on the internet."

Geoff Taylor, chief executive of UK music sector trade body the British Phonographic Industry (BPI), said the decision confirmed that "far from being a harmless act of digital rebellion, the Pirate Bay is a criminal enterprise to enrich its owners at the expense of musicians and other creators".

Limewire

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Me pre

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Sony Qriocity

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Spotify presentation

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Section 3
AS FOUNDATION PRODUCTION

AS FOUNDATION COURSEWORK

All information below is help you with your AS Foundation Production

The Brief
To produce the front page, contents and double page spread of a new music magazine (if done as a group task, each member of the group to produce an individual edition of the magazine, following the same house style).
All images and text used must be original, produced by the candidate(s), minimum of four images per candidate.


You will start this unit in January.

The unit is made up of three section.
1. Research and Planning
2. Construction of Music Magazine (Front Cover, Contents Page, and Double Page Spread)
3. Evaluation


In the evaluation the following questions must be answered:

• In what ways does your media product use, develop or challenge forms and conventions of real media products?

• How does your media product represent particular social groups?

• What kind of media institution might distribute your media product and why?

• Who would be the audience for your media product?

• How did you attract/address your audience?

• What have you learnt about technologies from the process of constructing this product?

• Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product?

YOUR EVALUATION MUST INCLUDE EVIDENCE OF AUDIENCE FEEDBACK

Front Cover Textual Analysis Example

The magazine's title, Vibe, has both musical connotations, as part of the music making process involves the vibration of sound, as well as connotations of youth culture, the word vibe being a colloquialism used by young people. This link with young people illustrates that the target audience for Vibe magazine are males and females aged 16-24. The target audience can also be seen as having a broad range of musical interests from rap (Dr. Dre) to hip-hop (Beastie Boys) to R&B (Rihanna) and pop music (Janet Jackson).

Most of the text involved in the copy is presented slanted, which indicates that the magazine is aimed at a young audience, who perhaps have a slightly untraditional take on life. One of the articles advertised is '15 Crucial Video Games', the gaming medium popular with teenage males, which again illustrates the young target audience for this magazine. The use of a number (15) on the front cover is a running motif found on the front cover of Vibe magazine that was originally launched by the music composer and producer Quincy Jones.

The main image on the cover is of Janet Jackson. It is not unusual for a female artist to be on the cover of Vibe magazine, Beyonce and Mary J. Blige are just two of many female R&B/Hip-Hop/Pop stars who have appeared on the magazine's front cover. However, Janet Jackson's appearance can be seen to differ from other female artists as she is represented as being unintimidating, fully clothed, framed in a medium shot (rather than a close-up) and is smiling. Here she is represented as friendly and not as a sex symbol, as artists like Beyonce have been represented in the past. In ways of mise-en-scene she is dressed in masculine clothes (a suit, tie and trilby with her hair pinned back) and fans of Michael Jackson would notice the intertextual reference of the Off The Wall album, recorded by her brother in 1979. Using this image on the front cover would suggest that the producers believe that the audience are music enthusiasts and would recognise and appreciate the reference. A non-direct mode of address is used in this main image, Janet is not looking at the audience, which is unconventional for the cover of Vibe magazine, and most music magazines. This presentation technique doesn't help to engage the audience, however it does portray Janet (as she is referred to in the sell line, as if we all know her well) as perhaps knowing something we don't, be if we read the article we would.

The front cover employs lots conventions that you would expect to find on most magazine front covers. A small amount of colours (four) are used in the masthead and sell lines to attract the audiences attention and to inform them of the content of the magazine. Bright colours like yellow and red may also appeal to a young audience. There are also phrases like 'First Ever', The Untold Story', and 'Exposed' to hook the reader in and suggest that the content inside is important. By purchasing and reading the magazines such uses and gratifications elements of surveillance and social relationships could be achieved as readers would expand their knowledge and be kept updated with information from the music genres the magazine specialises in. Other front cover conventions are the date, a bar code and the website address.

Textual Analysis – Contents Page

Questions to Consider

What contents page conventions are used?

Is the page conventional / typical?

Does it subvert typical conventions of contents pages?

What unique selling points of the magazine that are shown in the contents page?

Is there an editor's letter? If so what assumptions are being about the audience?

What images are used? What are the connotations of these images? How do they represent the target audience?

How does the contents page attract / represent its target audience?

Can you apply any audience theories to the contents page?

How is the audience being addressed?

Key Terms

Conventions audience representation

mise-en-scene connotations institution

genre brand identity mode of address

personal identity

Contents Page Analysis Example

The contents page for Mixmag fulfills three purposes: it informs the reader of the regular and unique features included in the magazine, promotes the magazine, and creates a brand identity for audiences to identify with. As with most effective contents pages the information and images are well organised and structured. There is a consistent use three colours (yellow, black and purple) which creates an eye catching page that doesn't bombard the audience with too many colours.

Conventional features of the contents page include the title and date in the top left hand corner. This is placed above a miniature copy of front cover, this advertising device of repetition reminds the potential buyer of the front cover as they flick through the magazine. Below this there is the section titled 'VIP' which has connotations of clubbing (VIP room). This section informs the audience of the feature articles that give the magazine its unique selling point, for example the interview with the DJ Carl Cox. Conventionally below eye sell lines there are brief descriptions of the article entail. This section is one the ways the magazine creates a brand identity that would appeal to its target audience. Contents and phrases like 'Laptop orchestra', 'electro punk', and Swedish house mafia' would appeal to the target audience ( male and female in their late teens to mid thirties) who enjoy dance music that is produced by state of the art technology.

Further down the page in the 'regulars' section there is more scope for audience identification. There is a fashion section which would suggest that the target audience are conscious of what they wear when clubbing. The fashion section as well as dance music reviews in the 'tunes' section offer audiences the opportunity to fulfill the uses and gratifications components of surveillance and personal identity . In the 'regulars' section of the page there is also an offer for readers to subscribe to the magazine and get a free t-shirt. Here the producers of the magazine are offering a reward for consumer loyalty.

The three images used to fill the majority of the page have no connection with the features / VIP section, this is done to show the wide range of content in the magazine. The main image consists of a DJ drinking a can of beer in one hand and holding a pair of earphones in the other. This image connotes the hedonism and high tempo lifestyle associated with clubbing. Another image used is of a female model. This image is linked with the fashion section of the magazine (the puff reads 'Sharp things to wear out') and suggests how important fashion is to listeners of dance /club music as well as identifying a strong female readership of the magazine. The third image includes an image of French musician Sebastien Tellier. This inform us that the Mixmag explores club / dance music from not just the UK, but Europe as well. The yellow background in the image of Tellier would attract audiences eyes.

At the bottom of the page is the website address for the magazine. Here Mixmag is identifying that its target audience are uses of the internet and the company have had to become a convergence industry to accommodate for the changing consumption habits of its audiences. In this contents page Mixmagrepresents its target audience as hedonistic, fashion conscious, technologically astute and having an extensive knowledge of dance music.

Double Page Spread

Double

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Double Page Spread Analysis

Key questions to address when writing your analysis of a double page spread

Do the presentation of the article adhere to or subvert from double page spread conventions?

Does the key image relate to the front cover?

Is there a style of writing / mode of address used to appeal to the target audience?

Is the written text laid out in columns?

Are quotes from an artist / group used?

Is a large font used at beginning of article?

Are the artists / groups and the interviewer names highlighted?

Does the article continue onto a third page?

What other features are there? E.g. page number, magazine title, website address.

How is the artist / group represented?

Is it a stereotypical representations considering their age / gender / age / social class / music genre?

Are any stereotypes being challenged or subverted?

Who are the audience for this magazine / article?

How are the audience addressed / engaged?

What pre-conceived ideas does the magazine / article have about of the audience?

What is the preferred reading of the article?

Why would audiences read the article? Relate Uses and Gratifications theory.

Intertextuality

An intertextual reference is where one media text (photograph, film, tv show) reminds the audience of another media text. For example the image of Janet Jackson on the front cover of Vibe magazine may remind the audience of the Off The Wall album cover that her brother appeared on. However, only audiences who are familiar with the album cover would get the reference.

Photograph Manipulation

You must use photographic manipulation software (Photoshop) in your production work. By the end of your coursework you must be able to evidence the use of image manipulation (like to image to the right). Remember to save screen grabs / print screen as you go along, and each lesson add new entries to your production log.

AS Production - Research and Planning

Ensure that you evidence the following on your blog.

I have included some suggestion for you:

Level 4 16–20 marks
• There is excellent research into similar products and a potential target audience.
- Front cover, contents page and double page spread analysis

- Audience questionnaires, graphs with summative comments on findings, audio recording of focus groups.

• There is excellent organisation of actors, locations, costumes or props.
- Keeping a production log with comments on setting and achieving deadlines.
- Images of key mise-en-scene you with use in your production. e.g. photographs of who you will be using in your production.

- Screen grabs of emails to evidence planning.

• There is excellent work on shotlists, layouts, drafting, scripting or storyboarding.
- Digital photographs of plans / sketches for your production work. Include a brief description (written / audio) to help explain your ideas.

• Time management is excellent.
- Setting deadlines / targets on production log and commenting on whether you have met them.

• There is excellent use of digital technology or ICT in the presentation.
- Use a variety of digital technologies on your blog - audio files, digital photography, slide shows, PDF files.

Audio Film

Once you have conducted your focus group interviews and uploaded / edited them on Adobe Audition you will upload them to an online storage space (edublogs.tv is free to join) and then paste the embed code into blogger.