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Media Unit 1

Sectors, Products, Platforms

Adam Cook

on 2 September 2013

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Transcript of Media Unit 1

Aim A - Understand Digital Media Sectors,
Products and Platforms
Aim B - Understand Audiences for Digital
Media Products
Aim C - Explore how Audiences engage with
Digital Media Products

Topic A.3 - Digital Media Platforms & Devices
Know the types of platforms through which digital media are distributed

Know the devices on which they can be accessed
Identify formats of different digital products in each stage of each sector

Learners should understand the stages of development in media production

Tasks specific to each stage in each sector
Topic A.1 - Media Sectors
Creative digital media production spans several sectors within the creative industries

Learners should understand the separate sectors, their associated products, and how sectors can link together through synergy
Topic A.2 - Media Products & Processes
Topic A.4 - Multimedia Technology
& Consumption
Learners should understand cross media functions of devices and technological benefits (consumption)

Digital media products from all sectors accessed through platforms using 1 device

Topic B.1 - Types of Audience
Learners should know about the different audience types and how they interact with digital media products
Learners will understand the difference between individual and group consumption and their associated digital media platforms and devices
Topic B.2 - Audience &
Producer Control
Learners should understand their roles and responsibilities of regulatory bodies in relation to audiences and producers
How they are applied in media related scenarios

including . . .
Topic B.3 - Understand Audiences
through research
learners should understand how audiences are researched and how this information is used
Including . . .
Topic B.4 - Audience Profiling
Learners should explore audience profiling and consumer behavior through data or research results

Communication of meaning
Learners will understand how audiences ‘read ’ meaning from media, the typical use of stylistic codes in media sectors and its part in production.
(description or identification)
Learners need to be able to understand stylistic codes
(as signs) and examples of how they are used in media products.
(contrast, brightness, black and white, filters, saturation, tones)
Framing and angle
(long shot, close up, overhead, over shoulder, point of view)
(pan, slow motion, zoom in, zoom out)
Mise en scène
(costume, make-up, props, expression)
(overhead, side, fill, high key, low key, shadows, silhouette)
of moving image/sound (rhythm, cuts, fades,transitions)
(voiceovers, jingles, sound effects, dialogue, levels)
Learners should understand how
stylistic codes
be used to create meaning in products across sectors:
Create mood, atmosphere, meaning, aesthetics, subjectivity, genre
Direct the viewer; draw attention to person, character or detail; direct listener; communicate messages and values; change distance or perspective
Indicate or signify a specific era, climate, theme or change of timeframe, status, isolation, character, feelings, messages and values, genre, character traits
Reflect, enhance or flatter the subject; mimic action; manipulate space, change timeframe
Codes as ‘
’ which can be interpreted
on different levels:

(associations that the image or text
suggests, usually cultural assumptions linked
to the denotative level)
Learners should define and understand the following concepts
and how digital media products use these concepts to communicate meaning and engage audiences in different media sectors.
Key concepts:
representation of places, people/characters, events, products/services/brand identity:
through the use of stylistic features, positioning and perspective
audience identification
use of stereotyping (gender, social class, race)
Generic elements (the product is recognisable as being ‘of its type’)
narrative (the order of story or positioning of content):
Storyline (plot, story, narrative)
Characterisation (identification)
Structures (linear, non linear, openings, endings)
Narrative devices (narrator, mode of address)
continuity (narrative style across products)
Moving image
Audio, Publishing,
Websites, Games
cross-media links, advantages and product connections
Media products
within a sector:
(films, documentaries, animations, corporate videos)

(drama, adverts, light entertainment shows, music videos, news)

(adverts, drama, news, podcasts, movie soundtrack)

(magazines, posters, flyers)


(entertainment, educational, fitness)
Processes of development in
creative industries:
(planning, researching and preparing the product)

(shooting or constructing the elements of the product)

Post Production
( all the elements of production to complete the product)

(available to audiences through advertising and promotion)

(viewing or interacting with the finished product).
TV broadcast, cinema, digital download,
radio broadcast, DVD, CD; online,
webpages, streaming
mobile phones, PCs, laptops, MP3 players,
MP4 players, games consoles and
handheld devices, radio, tablets
Digital media platforms
Devices that can access digital media
mobile, tablets, games,
laptops, MP3 players
Technological Convergence using different devices
Learners should understand the impact
of digital technology on how audiences
produceand consume multi-media products,
and the advantages and disadvantages of:
speed, instant messaging, on demand media

not exclusive, inexpensive, amateur media-making

free or cheap, global, national, local, user friendly

movement and flexibility, always connected

communities, social networks, virtual reality
Learners should
understand the concepts of
relation to digital media production and
its impact on
Personalisation (Custom by the consumer):
logging in/signing in, usernames, avatars
digital TV (TV Guide (EPG), recorder)
adapting interfaces
font features
music playlists.
Interactivity (between product and consumer):
Level of control or activity, game-play
User-generated content (Video, Image, Music)
Hyperlinks, forums, uploads/downloads
Texting and emailing to participate
‘Red button’ and TV menus.

Engages with a digital media product alone
(reader, gamer, consumer, web surfer, listener, DVD viewer, social networking)
Solo enjoyment (privacy, convenience, individuality, accessibility, control)
Engages with a digital media product with others
(cinema audience, TV audience, online games, social networking)
Collective enjoyment
(social interaction, competition, belonging, sharing).
Learners will be able to
distinguish between primary and
secondary audiences and understand why secondary audiences occur:
Primary audiences
(target audiences)

Secondary audiences:
substantial number of viewers/consumers outside the primary target audience

Passive viewing:
audience/consumer doesn't interact with the product or its content, does not generate content or influence the production

Passive audience theory
(the hypodermic model, advantages and disadvantages)


: audience/viewer/consumer that physically interacts with the product. Audience interactions contribute and become part of the production. The audience has an element of control over how they interact with the product

Active audience theory

(uses/gratifications model, advantages and disadvantages)
Examples of passive and active media

Consumer-generated content
(cross-media, across sectors, advantages for producers).
BBFC (British Board of Film Classification)

ASA (Advertising Standards Agency)

PEGI (Pan European Game Information)

PCC (Press Complaints Commission)

OFCOM (Office of Communications).

primary research –
information obtained first- hand from the audience

Secondary research –
‘second-hand’ research using primary research information

Qualitative research –
measuring individual opinions, attitudes, behaviour and the
psychology behind the choices people make

Quantitative research –
measure responses (how much, how many)
Audience statistics
(circulation, hits, box office figures, ratings, sales)
types of audience research:
Primary research methods
(questionnaires, surveys, interviews in person,
over the telephone or internet , focus groups, vox pops, product analysis)

Secondary research methods
(internet, library, archive, reading)

Advantages and disadvantages of types of research and methods

Key research terms –
objective, subjective, valid, reliable.
Audience Research methods:
Profiles (consumer, reader, gamer, surfer, listener, viewer)
Purpose of audience profiling
Using research data to develop a profile
Use of demographics (gender, age, race, occupation, education)
Patterns of consumer behaviour (genre, products, impact of technology)
Data (box office, sales figures, ratings, circulation, website hits)
Presentation of audience research information
Interpretation of audience and product data from charts, graphs, tables
Full transcript