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Media Mind Map

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by

Alan Chu

on 13 March 2012

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Transcript of Media Mind Map

MEDIA TEXT CASESTUDY SUCCESS REFERENCES "In New York, concrete jungle where dreams are made, oh
There's nothing you can't do, now you're in New York"
EMPIRE STATE OF MIND AUDIENCE INSTITUTIONS REPRESENTATION MEDIA FORMS FORMS AND CONVENTIONS SYNERGY CONVERGENCE GLOBALISATION How are audience connected to texts, institutions and each other? ADVERTISING SCHEDULES ON DEMAND CELEBRITIY BLOG GOOGLE BEFORE AFTER Institutions could easily target the audience But now the audience has fragmented to different ways to get the media A I A I CHANGING ROLE OF AUDIENCE MASS AUDIENCE FRAGMENTATION
HARDER TO TRADE/ANLYSE
REDUCED SOCIAL ASPECT
COST OF EXTRA PLATFORMS
REDUCED ADVERTISING REVENUE AUDIENCES AS PRODUCERS
YOUTUBE
BLOGS
SOCIAL NETWORKING
ADVERTISING/MARKETING DEMOCRATISATION POWER=INSTITUTIONS
INSTITUTIONS BUY CONTENT GLOBALISATION
INSTITUTIONS GAINS PROFIT SYMBIOSIS ONE INSTITUTION
MULTI-PLATFORM MULTIPLE INSTITUTIONS
MULTI-PLATFORM MULTIPLE INSTITUTIONS
ONE PLATFORM ALL MEDIA INSTITUTIONS COMBINED INTO ONE PLACE SONY Media Conglemorate Spiderman MARVEL Soundtrack PS Game APPLE iTunes iPhone iPod iMac apple tv stream from computer Xbox 360 iPhone Audience access media in one platform e.g. EMAIL
NETWORKING SITES
GAMES
MUSIC
VIDEOS
INTERNET TOY STORY Tie-ins Apps Video games { APPLE Apps ? TODOROV'S NARRATIVE STRUCTURE EQUILIBRIUM DISTRUPTION RESOLUTION NEW EQUILIBRIUM There are five stages the narrative progress through:
1. A state of equilbrium
2. A disruption of that order by an event
3. A recognition that the disorder has occurred
4. An attempt to repair the damage of the disruption
5. A return or restoration of a new equilibrium
Todorov argues that narrative involves a transformation. The characters or the situations are transformed through the progress of the disruption THE AGE OF PARTICIPATION I A A A A Creating content of their own peer to peer A A A YouTube Actively involved one to many? 65% American teens upload content FRAGMENTATION: Due to the changes in the new media landscape, the audience are able to access content at different times and places: more availabilty. INTERTEXTUALITY This is when two texts collide with each other. AUD PROD MORE + MORE DEMANDING FREEDOM CHOICE EXTENDED EXPERIENCE MORE MONEY=PROFIT=3DPIRACY MORE COVERAGE MORE ACCESS TO AUDIENCE AUDIENCE DO NOT DECIDE TO PRODUCE CONTENT WHAT IS TWITTER? Social network USP 140 characters Real time Micro Blogging Different culture to Facebook Your own research assistant #ff (follow friday) Follow celebrities SOCIAL MEDIA FAD INST MYSPACE FACEBOOK TWITTER { SMART PHONES SOCIAL NETWORKING WILL STILL EXIST upload to the world [changing the media landscape] edia language
nstitutions
enre
epresentation
udience
deology
arrative M I G R A I N SMARTPHONES CONVERGENCE Convenience of multiple texts/media on one platform Mobility- on the move and not tied down to a location Sales up- Growing market Desktop, PC and Laptops THE FUTURE Copyright laws changed - make sure we pay for digital content
- keep it attractive to audience
- reflect changing technology Physical media dissapears Gloablisation happens Tablet and smartphones rise More intergrated convergent platforms CODES
+
CONVENTIONS DOCUMENTARY TV ADVERT TRAILER TV NEWS -STEREOTYPES
-PRODUCT AT END WITH SLOGAN
-JINGLE/MUSIC
-SIMPLE CHARACTERS + NARRATIVE -CASE STUDIES
-LIBRARY FOOTAGE
-VOICEOVER
-TALKING HEADS
-FACTS + STATS
-EXPERTS (SUBTITLES)
-PRESENTERS
-VOX POPS (VOICE OF THE PEOPLE)
-FLY-ON-THE-WALL
-BIAS POLEMIC
-ILLUSION OF TRUTH -THEME TUNE (GRANDE + IMPORTANT)
-STUDIO SET (BACK DROP)
-ON LOCATION REPORTERS
-GUEST IN THE STUDIO
-SIT DOWN (FORMAL)
- TWO IN STUDIO READERS
-SPORTS + WEATHER AT THE END -VOICEOVER
-DRAMATIC MUSIC
-EDIT MONTAGE OF CLIPS
-NARRATIVE
-CHARACTERS
-SETTINGS
-ON SCREEN TEXT (BILLING INFORMATION, TITLE, CASTING, INSTITUTIONS)
-CERTIFICATE The internet allows people all around the world to have access to the same things. This means that it is harder to trace who is watching what. However, institutions still uses territories, such as DVDs. APPLE Phone
Computer
Tablet
TV
iCloud
iTunes
iPod UNIFIED SYSTEM } MOST SUCCESSFUL TECH COMPANY IN THE WORLD CULT OF APPLE LIFESTYLE AUDIENCES BUYING INTO A CONSUMER ASPIRATION iTunes match 150 millions to the music industry stolen music becomes illegalised (subcription) percentage goes to the music industry for iCloud NEWS STAND reader for news built in the phone, tablet and computer automatically TECHNOLOGY
(IMPACT ON AUDIENCES) more freedom and speed Does apple create it and make the audience believe it's what they want? or is it the other way around? DIFFERENT TYPES OF CODE TECHNICAL SYMBOLIC WRITTEN Camera angle
Camera Movement
Framing/cropping
Shutter speed
Focus/DoF
Lighting & Exposure
Juxtaposition
Typography Objects
Setting
Body language
Clothing
Colour Headlines
Captions
Story
Style
Speech Bubbles CODE SIGN SIGNIFIER DENOTATION MECHANICAL
TECHNICAL
PROCESS SIGNIFIED CONNOTATION HUMAN
CULTURAL
EXPRESSION } } AUDIENCE INSTITUTIONS Media texts are encoded by their producers and decoded by their audiences The physical sign itself The meaning carried by the sign Signs are polysemic which means they are open to many interpretations The preferred reading can also be described as the dominant reading- relating to the idea of hegemony The negotiated reading is where they partly accept it but give a bit of their interpretation The oppositional reading is where they entirely go against the reading and give their own reading The word sign is used to describe anything that carries meaning- whether it's a word, symbol/image or sound. Identitfication and definition of elements of text on a basic, dictionary level Denotational readings will be common to a large amount of people- 'Hegemonic view' Connotations begins when you link an object/image with other signs and meanings Connotations are numerous, and vary from reader to reader AUDIENCE It suggests that the audiences passively recieve the information transmitted via media text, without any attempt on their part to process or challenge the data. However, this concept is seen to be out dated and that the audience are not that passive. HYPODERMIC NEEDLE MODEL TWO-STEP FLOW Opposed from the hypodermic needle model, the audience mediate information recieved direcly from the media with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process, but a two step flow. USES & GRATIFICATION ESCAPISM SURVEILLANCE PERSONAL IDENTITY SOCIAL INTERACTION Escape from everyday problems and routine Using the media for emotional and other interaction, eg substituting soap operas for family life Gaining information which could be useful in their life, eg weather reports, financial news, holiday bargains Finding yourself reflected in the texts, learning behaviour and values from texts RECEPTION THEORY This can be described as the dominant reading- relating to the idea of hegemony They partly accept it but give a bit of their interpretation They entirely go against the text and give their own reading OPPOSITIONAL READING NEGOTIABLE READING PREFERED READING MISE EN SCENE ORGANISATION COMPOSITION FRAMING LIGHTING COLOUR Natural light
or
Artificial light This term means 'putting things in the picture' or 'arranging the frame' where every element of an image contributes to its meaning. When referring to its composition we look at their arrangement within the picture which often we infer meaning through two objects relationship with each other RULE OF THIRDS The rule states that an image should be imagined as divided into nine equal parts by two equally-spaced horizontal lines and two equally-spaced vertical lines, and that important compositional elements should be placed along these lines or their intersections. Proponents of the technique claim that aligning a subject with these points creates more tension, energy and interest in the composition than simply centering the subject would The level of a image's realism relies heavily on mise en scene A close up is intimate and a long shot implies emotional distance or major status difference By framing two objects together in the same image, we imply a connection between them, especially if there is a physical link, perhaps through a graphic or colour, between them By isolating an object within the frame, they are seen as insignificate and lonely. Are characters surrounded by others (trapped?loved?) or do they have space (power?insecurity?). Are they wheer they need to be (centred?), or do they have a space into which they are headed? The intensity of the light could suggest the time of the day Producers favours the artificial light is it gives them control The whole meaning of an image can be changed if you alter the shadows This is the main source of light on the subject

This is a soft light which fills in the shadows to avoid sharp areas of contrast caused by the main light

This comes from behind the subject to make it stand out against the background KEY FILL BACK It is important as colour creates mood and atmosphere which we read them according to our culture Colour can be creating from the object being a certain colour or the set 'washed' with a certain colour using coloured lighting or a coloured filter lens The producer make gatekeeping decisions about exactly what their audience see or don't see which they choose to hightlight certain elements through framing and compostion MEDIA MIND MAP
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