Discuss the ways in which the candidates’(this is you) own experiences of media consumption (how you use, access, and produce) illustrate wider patterns and trends in audience behaviour.
Media Area: Film I consider myself an avid consumer of film, as I aim to watch at least a handful of movies a week when I’m not busy with other responsibilities like schoolwork. I watch many of these movies on streaming services that I’m subscribed to, like Netflix, HBO Max, or Disney+ to name a few. This represents a wider trend among audience behavior, that of shifting towards new, internet-based means of media consumption like streaming services, over traditional ones like movie theaters or DVD’s. However, while I am a supporter of streaming services, I also enjoy collecting physical media in the form of Blu-rays and DVD’s, mainly because I enjoy owning the content I consume. While this definitely isn’t a wide-spread consumer behavior, physical media sales have been gradually declining for years after all, I would say it illustrates the formation of niches when it comes to consuming media, which has become increasingly common in recent years due to the internet.
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Original Magazine CoverCurrent, Revised Magazine CoverBy far the biggest revision made between my original magazine cover mockup and this most recent iteration is that I shifted from a movie focused magazine to a fashion focused one. I made this change because it’s easier to take my own photographs for a fashion-themed magazine, and also because the release of new films is so inconsistent and rapidly changing due to the COVID-19 pandemic. This made it virtually impossible for me to structure a magazine around newly released films, as they were constantly being pushed back due to movie theater closures. While I kept a very similar layout and design between the two magazine covers (as I was already content with my original design), I obviously made the appropriate thematic changes. For example “Movies Monthly” magazine was changed to “Fashion Friendly” magazine for obvious reasons. Also, while the design change is fairly subtle, it is worth noting that I changed the pinkish text that corresponded with Harley Quinn’s outfit on the movie magazine to a salmon color to match the subject’s outfit on my fashion magazine. Most of these revisions were made a few months ago when I decided to change to a fashion magazine, and a blog post can be found in my archives that highlights them as well. However, I have made a few minor changes between now and them that can be found here, such as changing the date to “February 2021” to keep it updated, and replacing one of the titles on the cover with my recently made double-page spread title.
What significance does the continuing development of digital media technology have for media institutions and audiences?
In decades past, the landscape of media development and consumption was much simpler than it is now. To stay up to date on current information and events, the consumer of yesterday had little options outside of watching or reading the content put out by a select few major media institutions. Generally speaking, this consisted of cable tv shows, or traditional print media like newspapers or magazines. For their entertainment, they could either watch a movie or tv show on cable, or pick one of the films put out, once again, by just a select few major media institutions. This allowed for a relationship to form in which these mass media producers held most of the power, as they knew audiences had little options besides their own. While this dynamic may have sufficed in the past, this is the 21st century. The continuing development and rise of digital media technology during this century has had a significant impact in shifting this dynamic dramatically, putting media institutions and audiences on much more equal footing, all while blurring the lines between the two. As previously mentioned, in the past audiences had very few options regarding what information and entertainment based content they consumed. This allowed the mass media institutions who produced this content to hold a lot of leverage over their audiences, as there were very few, if any alternative options to consume the media they were looking for elsewhere. However nowadays, with the rise of digital media technology like streaming services and social media, audiences have an almost overwhelming amount of options. For example, the rise of streaming services has not only given consumers more entertainment options than they know what to do with, but many of them personally tailor their content towards that consumer’s specific interests. This is because the streaming service market has become extremely over-saturated, with Netflix, Hulu, Amazon Prime Video, HBO Max, and Disney+ being just a few of the big ones. In an effort to attract audiences, these services have provided incentives like a plethora of personalized content, which is something traditional media institutions like cable tv simply can’t compete with. Continuing with that, easy access to social media has allowed audiences more ways to receive their news and information than ever, which has in many ways made traditional media institutions obsolete. Nowadays, there is no reason for the average consumer to tune into their local news station or buy a newspaper when they can simply check something like twitter to get caught up on world affairs, which is usually easier and cheaper than the prior options. Long gone are the days where traditional media institutions have an almost monopolistic control over audiences who wish to stay informed, and as a result, audiences have shifted away from traditional media institutions and towards digital ones more than ever. Both media institutions and audiences have realized this, causing audiences to have more control than ever over both the media they consume, and the media that is produced. Another significant impact the development of digital media has had on audiences and media institutions is that it has seemingly blurred the lines between the two. This is because nowadays, with technology like smartphones being readily available to virtually all consumers, as well as the rise of social media, anyone and everyone can be a part of the media world. Not only that, but smaller independent media creators can often side-step a lot of the difficulties large media institutions have to go through to produce content. Independent creators don’t have to wait for their every action to be approved by a board of directors like mass media does, they can simply create at their own will and desire. Sure, mass media institutions have the personnel and resources to produce much more large-scale content than small independent creators do, but with people’s attention spans being so short nowadays it is likely that smaller scale content is what they prefer. Also, independent creators have the benefit of coming across as much more relatable and likable than mass media companies, because an individual is easier for the average consumer to relate to than a giant corporation is. In summation, the once simple and one-sided relationship between media institutions and audiences has eroded because of the continued development of digital media, and in its place a much more complex dynamic has arisen that gives the audience more power than ever thought possible. This is because digital media has not only given audiences a plethora of new options, many of which are superior/more convenient than traditional media, but has also allowed them to enter the world of media production themselves. In a fairly short amount of time, digital media has significantly impacted the world of media institutions, so we can only imagine where it will go in the future. Planning the Article
1. Who are you writing for? -I am writing for an audience of primarily fashion-oriented teeangers and young adults. Because of this, I chose to focus on a person I know a large portion of my audience will be aware of and probably admire, Tyler, The Creator. This is because his rap music is very popular with teenagers and young adults, as is his fashion sense with the fashion-oriented crowd. 2. What is important to your audience? -In relation to fashion, individuality, self-expression, and relatability are important to my mainly young audience. This is another reason I chose to focus on Tyler, The Creator, as he encompasses all these values through his fashion and music, and is also very relatable to the younger crowd. 3. What news is currently trending? -As far as I’m aware, no news is currently trending regarding Tyler, The Creator or anything related to him, however he is so well known that he is usually in the public consciousness. 4. How are you going to start? -I am going to start by doing extensive research on Tyler, The Creator, by doing things like reading his Wikipedia page or articles written about him, and watching some interviews he’s done. I’ll also plan out a basic outline of what I want my article to touch on. Article Structure -Start with a hook/summary of who Tyler, The Creator is in the stand first. -Introduce Tyler by describing his massive success in the music industry, and introduce the idea that he’s also well known for his fashion (which will be elaborated on later). -Describe his childhood and rise to fame. -Describe Tyler, The Creator’s personality, like his emphasis on self-expression and individuality, and tie that into his fashion/why he’s so inspiring. First Draft of Article The story of the young California rapper, whose style of dress is as rapidly evolving and polarizing as his experimental, and often vulgar, discography. At just 29 years old, Tyler, The Creator has an influence on the worlds of pop culture, music, and fashion that most people can only dream of. Tyler, The Creator, born Tyler Gregory Okanma on March, 6th 1991 in Ladera Heights California, is perhaps best known for his illustrious and polarizing music career. His celebrated body of work primarily in the alternative rap and R&B genres have garnered him five studio albums, several Grammy nominations, and even a Grammy win in 2020 for his most recent album, “IGOR”. These accomplishments have cemented Okanma’s place as one of the most influential rappers, and musicians in general, of the past decade, however his reach is not limited to the musical world. On top of his groundbreaking, genre-blending discography, Tyler is also well known for his eccentric fashion sense and clothing brands. Tyler grew up in a single-parent household in Southern California, and from a young age found himself drawn to the visual arts, and artistry in general. Okonma claims that during his formative years he would design cover albums for his own imaginary music, a practice he continued well into his actual music career, having designed the artwork for several of his studio albums himself. Tyler first entered the music scene around 2007, when he helped co-found the musical group “Odd Future'', whom he made music with for several years. During this time, ontop of gaining a hardcore fanbase in the underground/alternative rap scene for his music, he also gained a cult-like following surrounding his fashion sense. His unapologetically loud and unique style of dress resonated with his young listeners, and in 2011 he created his own clothing brand, “Golf Wang”. In 2014 this brand released several pairs of shoes that were in collaboration with the skateboard company Vans, which today can resell for hundreds of dollars. However, in 2017 Okanma left Vans in favor of Converse, citing that they valued him more, and gave him more creative freedom than Vans. He has released a wide array of sneakers and clothing with the aforementioned sneaker brand, and continues to drop new clothing for his own brand regularly. Both Okanma’s music and fashion have undergone several radical transformations throughout his career, which reflect his evolution as a person. The vulgar and intentionally controversial music that defined his early years was reflected in his fashion, which usually consisted of vibrant clothes that were loud and strange simply for the sake of being loud and strange. However in recent years as Tyler has gained mainstream recognition, you will often see him rocking menswear items that are not traditionally worn by rappers. This includes suit jackets, sweaters, khaki pants, and dress shoes, although still in the colorful and unique style he is known for. Okanma, an openly gay man who has been known to defy traditional male fashion norms, values individuality and self-expression in his clothing above all. This is why he continues to carve a path in both the music and fashion worlds that are completely his own. No matter what his fashion sense evolves into next, you can be sure that it will be unapologetically and completely Tyler. Double Page Spread Link: cpb-eu-w2.wpmucdn.com/blogs.grammar.sch.gg/dist/e/5/files/2018/01/Bio-29g1s94.pdf
Use this document to help you unpick the article and explore how the journalist is using words to create a tone, an impact and communicate their ideas. This article contains a short biography on James Lavelle, a British musician who in the 1990’s helped found the musical group “UNKLE”, and essentially created the “Trip Hop” genre of music. The Journalist, Dorian Lynskey, uses a particular type of word choice and narrative style to portray Lavelle’s life as an uplifting underdog story, by showing the musician’s quick rise to fame, as well as how he has dealt with the problems that usually entails. For example, by referring to Lavelle as a “boy wonder” and “visionary lightning rod” in the stand first, the journalist portrays him as an almost prodigal musician who rose to prominence very young, which fits with the narrative of the underdog story. This is furthered when the journalist incorporates a story about Lavelle’s 24th birthday, where he appears to be at his peak. This is because he’s surrounded by fellow musicians, as well as an “everest of cocaine”, his record label and band are doing well, and he even bought an expensive Basquiat painting. However, just like in any underdog story, Levelle has to hit a low point, which is why the journalist immediately follows this with the fact that by 2003 the once great musician was deep in debt (so much so that he had to sell his prized Basquiat painting), and his record label had failed. By putting this information directly after the story of Lavelle’s 24th birthday, it impacts the reader more by highlighting the contrast of what Lavelle had, versus what he currently has. Continuing this theme of the underdog story, the journalist then cuts to the present, and incorporates a shoutout to UNKLE’s new album to communicate the idea of a comeback to the readers. Similarly, the journalist provides insight into the wisdom that Lavelle gained from his aforementioned experiences, and through this communicates the message of resilience. This is because despite people calling Lavelle insane, urging him to quit music, and him going through what he described as “quite extreme situations, both financially and emotionally”, he persisted/learned from his past mistakes, and was able to produce a new album as a result. This provides a satisfying conclusion to the themes of an underdog story established throughout this biography. 4. How did you integrate technologies – software, hardware and online – in this project?
I integrated technologies into my project by utilizing several different apps to make my magazine look as professionally produced as possible. I’ve always preferred working on my phone as opposed to a computer or desktop, so I opted to use the mobile apps of Superimpose X and Phonto as my main means of design. Superimpose X allowed me to easily work with several layers at once, and is where the majority of my layouts were designed. Phonto on the other hand provides much more advanced text options than the aforementioned app, and is where many of the “finishing touches” for my magazine were added. I also obviously used the internet to search for inspiration from various famous magazines, particularly for the magazine cover and table of content portions of my project. I also utilized “weebly.com” to log progress on my magazine project, as well as my AICE Media Studies class in general, as recommended by Cambridge. 3. How did your production skills develop throughout this project?
Throughout this project my production skills improved and developed as I grew more familiar with the inner workings of how a magazine is designed. For example, early on in the design process I relied heavily on reference images of popular magazine covers as inspiration for my own. However, as I grew more accustomed with what the different elements of a magazine cover are (i.e. masthead, tagline, etc.) and especially what they are used for, I felt more comfortable creating my own magazine designs from scratch. To create my magazine elements I mainly used a mobile application called “Superimpose X”, because it allows me to easily experiment with different layers, layouts, and various other aspects of the design process until I am happy with my finished result. In collaboration with that app I also used another app called “phonto”, because it has more advanced text features which allow me to make my magazine look more professional than it would otherwise. How does your product engage with audiences?
My product engages with audiences by publishing content that satisfies their individual needs, in relation to fashion at least. For example, by including articles like “Individuality, and how to express yourself through your clothes!”, my magazine aims to make the reader feel like it was written to tailor specifically to their individual fashion needs, thus engaging with them. Continuing with that theme, articles included in my magazine like “Looking fresh on a budget! Why to consider shopping at thrift stores.” engages with the intended audience of primarily teens/young adults, because many young people are on a tight budget when it comes to clothes. The same effect is intended through articles discussing topics like jewelry (which is becoming more popular among both men and women of the younger generation), and the pandemic/face masks (as to make it more applicable for teenagers living in the present day). Essentially, my magazine primarily engages with its audience by publishing articles appropriate to that audience. How would your product be distributed as a real media text? As a real media text, my product would be primarily distributed digitally, as to maximize its reach towards its tech-reliant younger audience. To elaborate, I imagine the primary place to view my magazine would be on its official website, where a digital copy of the magazine would be available for subscribers. This would likely be for a cheap cost, because digital magazines are cheaper to distribute than their physical counterparts, and because my audience would be on a budget. My product would also likely have a limited run of physical copies for each magazine issue available, as I myself prefer to have physical copies of the media I consume when possible. How does your product use or challenge conventions?
My product uses the conventions of a fashion magazine by incorporating many of the conventional aspects of a magazine cover into its own cover. For example, the masthead is made easy to read from a distance by being bold and large, and the subject of the cover (in this case a picture of my friend) blocks the masthead slightly, however it is still readable. Similarly, my magazine places attention grabbing headlines around the aforementioned subject in a further attempt to draw in readers, which is a conventional practice in the magazine world. Another fashion magazine convention my magazine uses is sticking to a color pallet consisting of just a few colors, which match the outfit of the subject. I wouldn’t say my magazine challenges too many conventions, although the color pallet of my cover and table of contents completely differ, in order to match the subject’s outfit on each respective page, which I don’t recall seeing on any other fashion magazines. I also believe the layout/design of my table of contents is quite unconventional, as it is a design I made without any pre-existing templates. How does your product represent social groups or issues? My product represents a social group, in this case young adults/teenagers, by featuring articles and language that appeal to them. For example, in the table of contents one of the featured articles is “Insight: An interview with a fashion forward teen”, which appeals to young adults/teenagers by incorporating the thoughts and opinions of a fellow young adult/teenager. I also attempted to appeal to this social group by using slang/language commonly used by them. For example, I utilized words like “fresh” or “hottest” in the article titles to describe fashion. My product represents a social issue by incorporating articles that also touch on the Coronavirus pandemic (one of the most important issues in recent years), which comes in the form of the article “Face masks, and staying fashionable during the pandemic.” Camera Shots:
-1. The scene begins with a shot of Tony Soprano’s head framed in between the two legs of the green naked lady statue, then the camera slowly pans towards him as he maintains an intense fixation on the statue. -2. Medium shots of Tony and then of his therapist are frequently cut between during their conversation, which is typical of conversation/dialogue scenes like this one. -3. An overhead shot is used to show Tony in bed, looking directly up at the ceiling/camera, which makes it seem like he’s deep in thought and doesn’t want to get out of bed. -4. There is an extreme close up shot of Tony’s eye when he wakes up. -5. An over-the-shoulder shot following Tony as he picks up the paper transitions to eventually have him facing the camera, while also revealing the newspaper headlines he is discontent with. -6. A short establishing shot is used to introduce some of the other characters, including Tony’s daughter Meadow, Meadow’s friend, his son, and Mrs. Soprano. Sound: -1. The opening theme song has a lot of lyrics involving getting guns, which foreshadows that the show will take a more violent turn than what is presented in this clip. -2. When Tony is talking with the therapist, the sound design is extremely quiet and almost uncomfortable, which is accompanied with moments of awkward silence in between the two talking. This possibly represents Tony’s uncomfortability with being forced to go to therapy. -3. Background music is used to distinguish between Tony in the present talking to his psychiatrist, and the past when he’s with his family and the ducks, because whenever it cuts back to the therapist the music cuts off abruptly. -4. Tony discussing his current feelings, involving dissatisfaction with the idea that the best is behind him, to his therapist through doubles as narration that helps the audience understand his character better. -5. The sounds of the ducks quacking is originally non-diegetic sound because the audience is unaware what the source of the noise is, but becomes diegetic when the ducks come out of the trees. Editing: -1. When the psychiatrist asks Tony what caused his stress it cuts from him thinking to a shot of his house, foreshadowing that something related to his home life is probably what caused the panic attack. -2. The use of nonlinear editing is employed because the scene cuts between the present day and Tony’s flashback several times. -3. During the shot that establishes the Sopranos’ house the time is sped up to show the transition between night and day (kind of like a timelapse). -4. There is the use of an eyeline match when Mrs. Soprano is staring concerningly out the window, which then cuts to Tony playing in the pool with the ducks, implying she is concerned over her husband’s obsession with them. -5. A reverse eyeline match is also used when a shot of Mr. Soprano in his pool cuts to a shot of Meadow’s friend staring at him strangely. Mise-en-scene: -1. The green statue of the naked lady is the most striking element of mise-en-scene in this clip, since you wouldn’t expect that to be in a psychiatrist’s waiting room. -2. The therapist is dressed in a neutral, monochromatic beige outfit that causes her to blend in with the mostly brown environment, possibly because therapists themselves are supposed to be neutral towards their patients. -3. On the other hand, Tony Soprano is dressed in black and grey colors, again possibly representing his abrasiveness towards talking to a psychiatrist. -4. During the flashback Tony’s costume design is as concerning as his apparent mental state- a guy swimming in the pool in his underwear and a bathrobe is pretty concerning. -5. The setting of the Sopranos’ neighborhood seems very wealthy and upper-class, which accompanied with Tony saying “he never reached the heights like me” about his father, implies he is wealthy. Meaning: In this short clip we meet the main protagonist of the tv show, Tony Soprano, who is at a psychiatry office for an apparent panic attack, the cause of which is not revealed. Through this scene we gain some insight into his questionable mental state and current dissatisfaction with his life, which is possibly what will propel the events of this show forward. We are also introduced to some of the other central characters, and see some hints towards what their character dynamics will be (for example how Mrs. Soprano seems very concerned about her husband). |
AuthorWrite something about yourself. No need to be fancy, just an overview. Archives
April 2021
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