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NMT and alternative representations

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Fergie Ferg

on 16 November 2017

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Transcript of NMT and alternative representations

Alternative Representations
Representations that are not commonly seen in mainstream media products.
Debating this point
NDM often means that media institutions are more accountable to their audiences.
Can appealing to a global audience lead to offering more alternative representations?
If NDM has allowed user generated content to thrive, we will inevitably see more alternative representations that haven't been filtered through traditional media institutions.
The influence of Ndm on Mainstream media
Does NDM encourage media producers to offer alternative representations?
Youtube success can sometimes lead to mainstream success meaning that these alternative representations move into a mainstream space.
Not every youtuber will be a success, and you could argue that the ones who are actually have quite traditional representations.
Is there any difference between Zoella and a disney channel star?
Blogs/Websites/social media
In 2011, Andy Gray and Richard Keys were recorded saying sexist remarks about a female linesman and women in football. The story appeared on numerous websites and newspaper websites, generating comments, blogs and thinkpieces. The audio of the incident was also widely shared online. They were eventually sacked.
A Disney Channel spokesperson told TV Guide that the controversial episode was "developed to be relevant to kids and families around the world and to reflect themes of diversity and inclusiveness."
"I commend Disney for making this step into the light of this generation. They control…so much of what kids think! Life isn't bright sets & wardrobe & kids becoming superstars! This is INSPIRING."
Instances of whitewashing have been widely criticised in recent years.
Ridley Scott's Exodus was strongly criticised for featuring white actors playing African roles. The hashtag #BoycottExodus was trending on twitter prior to it's release.
His response?
“I can’t mount a film of this budget, where I have to rely on tax rebates in Spain, and say that my lead actor is Mohammad so-and-so from such-and-such,” Scott says. “I’m just not going to get it financed. So the question doesn’t even come up.”
Do these ideas link to your case study?
User generated content

NDM and alternative representations

Accountability to audiences who are vocal on social media.

How NDM has influenced mainstream media
Clips intended to go viral
More and more texts are about NDM and the effects
Use your case study to evaluate whether new and digital media are a threat or an opportunity for media producers.
[48 marks]
Example question
Role of producers/traditional media needing to adapt
Marshall Mcluhan
said that technology would lead to the world becoming a "Global Village"
What did he mean by this?
One example of NDM having an effect on Mainstream Media is "Rotten Tomatoes"
The Justice League producers have banned the official score from being released until the film is released.
How does this link to Marxism and Hegemony?
Can you think of other examples?
A monopoly in the media is when one company dominates an area of the media.
Why are monopolies considered a bad thing?
The Walt Disney Company
Walt Disney Studios
Motion Pictures
Marvel Entertainment
Marvel Studios
Characters that Marvel Entertainment sold the FILM rights to before Disney bought them:
X Men -
20th Century Fox
Deadpool -
20th Century Fox
Fantastic Four -
20th Century Fox
Spiderman - Sony
Apple is becoming Vertically Integrated
Distribution - itunes
Exhibition - Ipads/iphones/apple TVs
Read through the example and add annotations about what they could have improved on
Describing examples without linking back to the question.

Not focusing on question consistently.

Irrelevant details
Plan your answer
Intro - what is your response to the question? Refer to some examples (don't need to be from your case study)

Point one

Point two

Point three

Point four

Support with examples from your case study
Full transcript