Media Studies – Unit 3

•Exploring Media Industries in a nutshell!

1. Audience and Media Products

Methods of Research

Questionnaire – a series of pre determined questions that can provide qualitative or quantitative data.

Case study – When you examine in detail a specific example of something with a view to explore how / why it worked/ happened.

Survey – Has a quantitative focus. Looks to record how many people do a specific thing.

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Methods of Research

Online survey – Online version of a survey. Participants often asked to click on option.

One to one interview – Question and answer session between two individuals where answers are recorded / noted down.

Focus group – A collection of people brought together to discuss a specific topic.

Advantages and Disadvantages

Questionnaires can be sent to people of all ages and genders and there are lots of questions that can be used to obtain data. However, questionnaires do tend to take a long time to fill out and it is impossible for them to be reused.

Case studies are very structured and are useful for supporting research. However, it does seem to end up narrowing the focus quite a lot, as only a specific example is mentioned.

Advantages and Disadvantages

Surveys are very quick and easy, and you are likely to get a lot of results from them. However, these results shouldn't be taken too seriously, as they may not necessarily be accurate.

Online surveys are even faster than ordinary surveys and again you are likely to get a lot of results from them. However, you could argue that not everyone has access to the internet and the results may not necessarily be accurate.

Advantages and disadvantages

One to one interviews are quite intimate, which means that the person is going to trust the interviewer more and is less likely to give a certain answer out of embarrassment. However, this means that not enough people are interviewed to get a fair opinion. Also, the interviewing process is very lengthy and there is a chance that the interviewee is just going to answer to get the process over with.

Advantages and disadvantages

Focus groups are much more useful than one to one interviews as you can get lots of results from a variety of different people. However, with focus groups you are more likely to experience disagreements and slightly clouded results, as certain people may give a certain answer in order to avoid embarrassment. As well as this, there is the possibility that the focus group can go slightly off topic.

Importance of research

Important for providing appropriate content for target audience.

Allows you to check that your facts are correct and that your content is appropriate.

Makes sure that there is no risk of copyright infringement (carrying out an idea that is already in existence).

2. Ownership, Control and Finance

Types of ownership

Public – Media that is owned and/or financed by the general public. There is no need for advertising, as it is normally funded by some kind of license fee, but it is important to provide the audience with what they want (eg: the BBC).

Commercial – When a company is owned privately, and therefore aims to make a profit. Their main funding comes from advertising (eg: ITV, News Corp, etc.)

Outputs: Commercial

Aims to create popular programmes to gain as big an audience as possible, leading to greater advertising / subscription revenue and therefore making as big a profit as possible.

May be in favour of the company owner/s. Therefore, certain issues may not be broadcast/published, which can be seen as biased or unfair.

Outputs - Public

Isn't as important to make a profit, as it isn't privately owned. Therefore, there is no advertising during a programme, which appeals to many people as their programmes are not interrupted.

Aims to create a broad range of programmes in order to serve the whole nation. It has to remain impartial, particularly in its news coverage.

3. Working Practices and Job Roles

Job Roles – Print and Publishing

Copy Editor – makes sure text is ready for publication by checking that it is clear, easy to read, factually accurate, and grammatically correct.

Journalist - researches, gathers and produces news items for newspapers and magazines.

Publishing Editor – Has the final say over the style and content of the publication. The role is primarily managerial.

Job Roles - Television Floor manager - provides an essential link

between the director and the other people involved in a production. They deal with important practicalities and make sure that everyone knows what to do and when.

Camera Man - creates and captures moving images for the whole range of television programmes, including drama, news and outside broadcasts. They work with sophisticated camera equipment and accessories.

Job Roles - Television

Researcher - investigates the subject to be covered by a programme and assist with the recording. They may also help to think up ideas for topics and new shows.

Editor - turns raw footage into finished TV programmes and films. They select the best shots and assemble them in the most appropriate way, adding sound and graphics.

Don't mix them up!

Director - has overall creative responsibility for a film or television production. They take the decisions which turn the written script into what we see on the screen.

Producer - leads the process of turning ideas or scripts into finished work with the potential for commercial success.

• Directors may:

commission a scriptwriter or, in some cases, actually write the script

find a suitable location select the cast and crew direct the various technical

crews - camera, sound and lighting

direct the cast keep everything to schedule

and within budget.

Producers may:

come up with the idea for a film or production

raise money to fund the film or show

commission writers and hire a director, editor and other crew members

draw up shooting schedulessupervise the progress of

filming, liaising closely with the director and other team members ensure the project is completed to budget

oversee the editing processget involved in promoting the

finished product.

Freelancers

A freelancer is somebody who is self-employed who is not committed to a particular employer long term.

They are used so often in the media because the industry is generally unstable, changing in popularity constantly. As well as this, they are generally much cheaper to employ, and the employers do not have to worry about the cost of redundancies if the project goes bust.

4. Regulation and Ethical / Legal Constraints

Regulatory bodies

OFCOM – The Office of Communications. Monitors the TV, radio and mobile phone industries and deals with complaints.

PCC – Press Complaints Commission. Monitors any issues in the print and publishing industry.

BBFC – British Board of Film Classification. Provide films with suitable age ratings.

ASA – Advertising Standards Authority. Monitors any issues in advertisements in TV/ film / radio / print.

Famous Issues

Television – Big Brother race row (Jade Goody & Shilpa Shetty), EastEnders baby swap storyline, 2010 X-Factor (Fixing scandals)

Other – Sachsgate (Jonathan Ross / Russell Brand / Andrew Sachs) , The Dark Knight film classification (people were outraged over its 12a age rating, despite containing a scene where the Joker kills someone with a pencil).

Why Regulations are Important

In our society, everyone is entitled to free speech.

However, there are some media companies that can take this too far.

OFCOM makes sure that any offensive material is quickly corrected and the press allows people that have been slandered in their material to set their story straight.

Illegal Downloading

Many artists depend on money from sales, so downloading illegally is not only really mean, but technically theft.

Most music is subjected to copyright law, as it's owned by both the company and the artist. Therefore, illegally downloading it is infringing copyright.

5. Technological Developments

Technological Advancements (TV and Print)

The internet – online news / streaming On Demand Services – iPlayer, ITV player, etc. Digital TV – Sky, Virgin Media,etc. Provides extra channels

for viewers that aren't available on analogue TV. Social networking sites – Opportunities to discuss TV

shows / news stories HD TV – High Definition. Provides you with a clearer and

more colourful picture. 3D TV – 3 Dimensional TV. Immerses you in the TV

programme. Smart Phones – Allow you to stream the internet and TV

onto your mobile.

Impact Of New Technology The internet – opportunities for discussion, less irrelevant

material, faster for readers, cheaper for company, less portable.

On Demand Services – Able to watch what you want without pre-recording, less ways of funding (no advertisements).

Digital TV – Programmes being made solely for digital channels, programmes being moved to digital channels.

HD / 3D TV – Audience become more engrossed in TV programme, but TV companies have to invest in specialist equipment. However, more money goes to company.

Smart phones – More portable access.

Young People and Technology

Because technology has developed so quickly, teenagers can be more interactive online than previous generations.

Websites such as Facebook and Youtube provide young people with more opportunities for expressing themselves.

There is also opportunity for an immediate interaction on a global scale, leading to possible fame worldwide.

Young People And Technology

However, old media, although lessening in popularity is still used by young people.

However, traditional media isn't as appealing anymore due to its lack of interactivity, the fact that we are gradually losing access (ie: the digital switchover) and the fact that it isn't as fashionable as it once was.

General Pointers

Short Answers

Write the number of examples that it asks for. So if it asks you to give two examples of regulatory bodies, give two. Not three, not sixteen. Two.

Make sure these examples are accurate, otherwise you won't get full marks.

NB: These questions are normally only worth a couple of marks, so you should aim to get the majority of them right.

Medium Answers

Again, if it asks you to give a certain number of examples, give the examiners that number.

If it asks you for an explanation, use as much detail as possible, make sure it is clear and knowledgeable and includes media terminology.

Make sure your answers are convincing. Before you move onto the next question, read your answer through. If it seems like your answer makes sense, move on.

Longer Answers Each question will differ depending on the topic, but here are some

general pointers: Acknowledge the information provided at the beginning of section

two. At least one of the questions will cover this directly, and you'll probably find that it will help you with other questions, so don't forget to read it through.

Like the other answers, if it asks you for examples, give them the correct number.

Make sure the reasons in your explanation are clear, confident and convincing.

The last question will ask you to make some suggestions to tackle a particular issue. First of all, make sure you use good English, as this will be assessed as well as your media knowledge. Also, give the examiner some sensible suggestions that are well argued and confident. Using all of this should get you full marks.

Other Advice Read the instructions carefully. The last thing you want is to

get halfway through the exam and realise you've done it wrong.

Take into account the marks available. Chances are that the 5 and 10 mark questions are going to take more time than the two mark questions.

Make sure you use good English, a clear structure and media terminology. In other words, DON'T USE BULLET POINTS.

Finally, don't panic! You have 90 minutes to complete the exam, so it is better to take your time and write a convincing explanation than to rush and have half hearted attempts throughout.

GOOD LUCK! :)