What is your Understanding?
Mega Media: Nobody can dispute the media are powerful institutions in our society.
The media are large money making institutions, they have the potential to wield political influence and shape peoples view of the world and they have significantly influenced the way people think and behave. Example the Wars (WWI, WWII, Cold War, Civil War…ect)
Persuasion: Nor can you dispute the persuasive nature of the media.
Characteristics that Create Meaning in Media Texts:
- Media Form – Shapes the way messages and stories are constructed in any given medium and they also influence how audiences react and interpretation those messages and stories. The Aspects: Technologies – Influences meaning due to its rapid advancement (TV, Digital Film, Downloads, 3D Technology, Internet, Apps, CGI, Digital Distribution Servers), Economics and Production Style – Style and budgets have a huge impact on how powerful and persuasive media texts can be (Scale of productions, Live VS Post event coverage, Access to technology, Access to VIPs/Actors, Equipment, Audiences Interpretation, Bias/Neutral of the person), Viewing and Listening Context – The context in which we view or listen to the media will have an impact of how we conduct actions. The context can also determine just how persuasive or powerful the media form can be (TV vs Cinema release, Youtube Distribution, Social Media Distribution, Underground Distribution, App Distribution, Professional vs Amateur production), Audiences – Being able to determine who the intended audience is/what their expectations are based form that the Director chooses is a crucial factor when analysing media work (Documentary audiences expert insight on a subject or genre)
- Rhetoric and Persuasive – The practice of using language to persuade or influence others. Visual codes are used rhetorically to persuade or influence others. (Rhetoric shapes meaning in all media narrative through: Selection (production information, codes, conventions and content are selected to pick out an ideal idea for persuasion of an issue/topic. – hence some content are left out so that the understanding that is displayed, cant be changed – bias), Camera and Crew – The camera reveals the content that is meant to be shown. We can never know what was left out, unless we are present at the scene. Film Sound and Editing – Editors are able to construct a true or false realist ideal. Sound creates the mood for the audience.
- Narrative – Engagingandentertaining – theability to absorbus into the story line.
- Audience Position – Producers of media texts construct their messages, they select from a range of images, words and sounds to position their target audience. (Invokes strong responses, Changes attitudes, Making audiences believe something).
- Mode of Address – The HOW, media texts responds to audiences, different modes are used when talking to various people in different professions or otherwise relationship/s – Teachers, Police Officers, Friends, Family… The media text producers consider the audience and choose a suitable mode. It works from the premise that media texts have a target audience and address that audience.
- Codes and Conventions – The Camera is what the audience will see, hence the codes and conventions are chosen to display a certain outcome – thus positioning the audience (Through the Cam. Angle and Shot (Size). Technical Considerations: Camera Distance, Camera Angle, Jux, Lighting, Audio Codes.