MediaMag Conference Notes Summary

Chewing Gum for the Brain

Why Do People talk such rubbish about Media Studies

The speakers introduced his lecture talking about how Homer Simpson is the inspiration for Media Studies.  He then continued his lecture talking about school and parents views on the educational system. Angry parents have accused schools of “dumbing down” English lessons by showing clips of The Simpsons in lessons. The Independent Newspaper also created a headline regarding Media Studies, titled: Tories to tackle Media Studies Menace. Barnaby Lennon, the Head of Harrow School labelled Media  Studies as a worthless qualification, and also stated that : “worthless qualifications give false hope to state pupils”. The lecturer also spoke of an online Media Studies blog, titled “Media Studies is shit!”, where the bloggers speak about how they “want William Shakespeare in classrooms, not Ronald McDonald.” The Independent also spoke about how Media Studies, being a soft subject, has students shunning Science and Maths in order to study Media. One of the lecturers closing points was about how people have argued that studying Media Studies at A-Level and University will not get you a job.

Online Media, Cleggmania, and the Cowell Factor

The topic of the debate is all about democracy. The lecturer introduced the debate by talking about someone called Tony Benn, whom had been in parliament for up to 50 years. He also spoke about how he had big ideas that changed the world.  He then introduced Simon Cowell, more famously known as the judge on X-Factor and Britains got Talent. He then spoke about how Simon Cowell, just by being a judge and a tv star, may have more power than some of the world’s biggest politicians. He then spoke about how converged media is a lot more interactive. Media Studies is also used to create video games, which was the lecturers next point. He spoke about how todays video games are designed using modern media facilities. He then introduced a book by someone called Danny Gilmore, titled We The Media, which connotes that media studies has become a vital part of todays society.  Nick Clegg is a name that is mainly notified as being a major part of todays Government. He then introduced something known as Cleggmania.  For one of his finishing points, he refered back to the beginning of his lecture, where his PowerPoint Presentation showed a picture of Susan Boyle, the lady from Scotland who became world famous for her performances in Britains got Talent. He closed his lecture talking about how he used a picture of Susan Boyle, because she became famous via television, but she has no power. 

Perfecting your Production Work

The 3^rd Lecturer spoke to us about how Media Studies can be perfected by following some simple tips for Media Studies success. The lecturer began by talking about how any Media Studies project needs to be carefully planned before beginning it.  Their next point was how all planning needs to be recorded, perhaps in a book. This allows the planning to be referred back to when the production begins. They then began to talk about using storyboards can help make a media production easier, as it gives the producer an idea of what each frame will contain, and can therefore make production easier and quicker. The next point was about how using Blogs can also help Media  Production a lot easier. These allow you to easily share information with other members in your production team.

Alernative/Dominant Adverts

Female Brewery Advert

This is an advert about men working in a brewery, but they give in to temptation too easily and have to be replaced by females.

This advert contains both dominant and alternative stereotypes. The dominant stereotype in this advertisement is the male workers. They give in too temptation too easily and begin to drink the beer that they are producing. This typifies men as being alcoholics and unreliable.

The main aspect of this advert is the alternative representation of the female workers.  When the male workers are replaced by the female workers, this is when the alternative stereotype comes in to play. The beautiful females that work there are shown hauling heavy crates of beer and tightening nuts and bolts using big wrenches. This goes against the dominant stereotype of women, as women are normally portrayed as being elegant people and not doing labour work.

At the end of the advert, there is another dominant stereotype coming in to play. The men show that they are desperate for beer, and dress as ladies to get to the beer. One male worker is even shown getting in to the staff shower dressed as a female. This is a dominant ideology of men as they are being portrayed as desperate.

This advert could be construed as sexist, as they portray the female sex to be more reliable and hard working compared to the male sex. This is an alternative ideology, as normally males are seen as harder working when compared to females.

Lynx Pied Piper

Lynx Pied Piper Advert

This advert was produced by the deodorant company knowsn as Lynx. It connotes the message that Lynx has the power to trance members of the opposite sex to be physically attracted to you.

The Lynx Pied Piper advert begins with a man on a clifftop, with a large number of rats scurrying at his feet.  This could possibly connote that he has no friends, no status and is portrayed as dirty. This could also be a dominant representation of a male, someone who is dirty and smelly.

When he enters the office, the women laughs when he doens’t get the briefcase of money. However, when he sprays himself with the lynx, the women becomes interested. This shows a use of stereotypes as the female became interested in him when he became better looking and smelt better and when he got the money. The fact that the Lynx spray got the girl is seen as the USP for lynx (Unique Selling Point).

The old man is portrayed as someone who is stingy and tight when it comes down to money. When he sprays himself with the Lynx, all the females in the vicinity become their stereotype. They become mesmerised by the male and follow him as if they were in a trance.  

The spray also makes women who were with other men leave them for this man. This is an alternative stereotype of women, being people who would leave one man for another,

The fact that the main women was working in an office could be construed as an alternative representation, as they are normally stereotyped to be housewives and full-time mothers.

In my opinion, this advert could construed as misleading, as it makes it out as if Lynx actually has the power to attract members of the opposite sex. However, what is true is most of the stereotypes and ideologies that are used to promote the message in question.

3 Banned Adverts

Banned Skype Advert

Skype is a free online video calling software that allows people to communicate using a webcam and a microphone. However, the ASA received several complaints about the advert in question as the public believed it was misleading. The public complained that the advert had exaggerated the audio and video quality that the Skype service had actually provided.

http://www.youtube.com/watch?v=XZhmLR5Nuc4  

Banned iPhone 3G Advert

The iPhone 3G is a technological advancement in the field of telephone communication; Its like having a phone and computer in one. However the advert in question made the iPhone 3G seem super fast. The public complained to the ASA that the advertisement had misled them into believing that the internet was superfast and that apps would load within the blink of an eye.

http://www.youtube.com/watch?v=OknElEusVhM&feature=related

Banned VW Advert

The word “Bollocks” in England means testicles and is also a word commonly used when things go wrong. However, when an advert was aired which featured mainly a young girl, perhaps at the age of 8, constantly using the word “Bollocks”, the ASA had banned this advert from airing in the UK.

http://www.youtube.com/watch?v=Ow0a06gsiF4

2 media award trailers

2 film trailers

Essex Fairytale

This was my favourite trailer of all. I think this because it uses stereotypes to portray the life of a gangster criminal. The various types of backing tracks used added to the gangster stereotype. It also clearly used Propps theory, where at the beginning, there is an equilibrium, the gangsters going about their normal routine. The disequilibrium could be where the traitor gets knocked out in the house. However, there was no new equilibrium as the narrator clearly said “he wont live happily ever after.”

The director also used a variety of different props in order to help portray the typical gangster image. An example of the different props he used included a gun, powder as a substitute for cocaine and money to show that a deal has taken place.

At times, he also used action codes. For example, at the beginning, the gangster cocked his gun. This signifies that a violent scene could follow or that the gun was going to be used. When the traitor was knocked out, the cameraman used a  long shot so that we could see everything in the corridor.

The Night has a Thousand Lies

This film also uses stereotypes. One of the actresses, who is being portrayed as a mistress of seduction, wears typical short skirts and knows how to sweet talk boys. The backing track “Still Dre” is used when the first meeting goes down. At this point, the camera zooms in on one of the boys leaning against a wall, with an angry look on his face. The zoom makes the audience focus on his facial expression.

At one point, the lighting on the mistress’ face as very dark. This can therefore signify that there is something curious about her and that she wants to hide her identity.

action film analysis

My Action Film Analysis                                 Jehpal Jhita

Fast & Furious

Fast & Furious is an action film starring Vin Diesel and Paul Walker. The film revolves around the world of illegal street racing. Fast and Furious does follow Tzetevan Todorov’s theory, which suggests that each film has a beginning, middle and an end, otherwise known as an equilibrium where there is a state of harmony,  disequilibrium where the harmony is disrupted and conflict is created,  and a new equilibrium where evil is defeated and harmony exits once more. At the beginning of the film, there is equilibrium. It begins with Vin Diesels gang doing what they do on a regular basis: hijack oil trucks and life is good.  However, shortly thereafter, disequilibrium shortly comes into play, where Vin Diesels girlfriend, Letty, is killed. This throws Vin Diesel into a rage and sends him on a hunt for the killer. He then teams up with an old foe and a friend, who just so happens to be FBI. However, in the end, new equilibrium is restored as Vin Diesel and Paul Walker both catch the criminal that they are after. Vladimir Propp also introduced a theory where he suggested that every film has certain characters playing certain roles. These roles include:

Villian- creates complication in the narration
The Donor- Gives the hero something that will help in the resolution
The Helper- helps the hero in restoring the resolution
Princess- saved by the hero
Dispatcher- Sends the hero on a task
Hero- Central protagonist, saves the day and restores equilibrium
False Hero- rare character that appears to be good but is evil

If Fast & Furious was constructed using Vladimir Propps theory of media, the villain would be known as Arturo Braga. However nobody knows the correct identity of Arturo Braga, not even the police. The Donor could be a person who has information on Braga. This allows Vin Diesel to find out how to get to Braga. The helper would be Paul Walker as he works in tandem with Vin Disel to get the villain, but it is Vin Diesels story that is the main storyline as he is the central protagonist. However, there is no Princess. The dispatcher could be a mechanic who works on the car that Bragas helper drives. The hero of the film is either Vin Diesel or Paul Walker because despite Vin Diesel being the central protagonist, they both end up catching Braga in the end. However, there is a twist in the film when it comes to the false hero. As nobody knows who Braga is at the beginning, the only way to get to Braga is to win a race organised by Bragas representative. At the time, he seems like a friendly face who just works for a drugs baron. He seems to be a hero in disguise as he is leading the central protagonist straight to the villain. However, the twist is that bragas representative is Braga himself. Therefore, he could be construed as the False Hero.