case study

"Audiences are no longer just consumers of texts, but producers too" - To what extent is this true of the media products in your case study?

I will be looking at three media products, all of which are of the childrens genre. My three primary texts are SpongeBob Squarepants, Peppa Pig and Phineas and Ferb, and all of them operate on the three media platforms, that are; print, broadcast and E-media. Spongebob is a childrens american animated series, aimed at both male and females around the age of 3-10 years old. Peppa Pig also is a childrens animated show but aimed at a much younger audience of 1-5 years old and Phineas and Ferb is aimed at 6-14 year olds.  The audiences of these text can all take an active role in the media today, using their websties to play games and get involved in the competitions for example.

How do Phineas and Ferb use e-media to involve the audience?

There is a line that is drawn between a consumer and a producer, where the consumer would take the text in, they would be able to watch, or read a text, and the producer would produce this for them, they would be in control of what the content would contain. However this line that distinguishes the both is slowly disappearing, consumers are now able to “become producers” of what they are watching. Children are prone to this especially, being able to participate in competitions, changing the programmes they watch. For example children can now become a part of the show by appearing in part of it, therefore they are able to change the programme itself to what they want and what they like, for example in Phineas and Ferb have competitions where the audience can appear as characters in an opening sequence of the show. This can be done by uploading a picture of them self, “turning something ordinary into something extraordinary”, relating to programme, as it is about two young boys who do extraordinary things out of something ordinary.

This can make the audience question whether we are in control of what we watch, that we have the power to change the content of shows we consume, posing the question are we the producers. With Phineas and Ferb being aimed at 6-14 years, they too are becoming producers of what they are watching, because they are able to change things within it to suit them. This helps encourage the children to become more involved and more encouraged to produce more ideas for them, and with the audiences recognising this can help give young children more confidence to pursue this. This appeals to the audience because they are seeing their own content and ideas on the show that they like to watch, they are becoming the producers.

User generated content is also used to involve the audience, for example in phineas and ferb, the producers are involving the audience to help promote “national platypus day” as there is a platypus in the programme posing as an undercover agent. On the website, the character who gives the commands in the show to Perry the platypus creates a video talking to the audience. He calls them “agent” saying “we need you” involving the audience and making it look like he is talking directly to the person watching it, drawing them in and taking commands from him to help create this “national platypus day”. This allows the audience to become involved and actually help create content and bring something fiction to life. This can appeal to the audience and help get them more involved as they are helping to produce something.


The show spongebob squarepants also uses user generated content, for example, the audiences have created a fan on facebook, for them to interact with spongebob as a real character in the world. The fan page allows people to "speak" to spongebob, ask him questions, make suggestions for the show, thus allowing him to become "real" to the audience, "spongebob" also replies back to some comments, therefore making the fact that he is real even more true to the audience. The audiences input allow them to become producers of the show by posting their opinions or ideas on the fan page, with people looking at this and taking notice, allowing them to become apart of it. 
"hate" pages can also be created, this too is user generated content, pages have been created about peppa pig and also the other characters in the shows such as the rabbit, where audiences have commented on the character, this allowing the producers of peppa pig to see this and see what other audiences think of the show, if they take notice audiences can then become some what like producers because they can help change the show and persuade the producers to make adjustments. 

case study intro

I will be looking at three media products, all of which are of the childrens genre. My three primary texts are SpongeBob Squarepants, Peppa Pig and Phineas and Ferb, and all of them operate on the three media platforms, that are; print, broadcast and E-media. Spongebob is a childrens american animated series, aimed at both male and females around the age of 3-10 years old. Peppa Pig also is a childrens animated show but aimed at a much younger audience of 1-5 years old and Phineas and Ferb is aimed at 6-14 year olds.  The audiences of these text can all take an active role in the media today, using their websties to play games and get involved in the competitions for example.

Textual analysis- T-Mobile

What conventions of advertising are evident in this text?

There is a lot of ambiguity in this advert, making the audience ask why is the music playing and why are people dancing as we have no idea what product or service the advert is trying to promote. Making the audience want to watch it more because they want to understand what it is about because there is so much ambiguity and try to understand it better.

Also by using such popular, well-known songs, this makes the audience want to watch it because they are familiar with it, allowing them to become a part of the advert. Because of the variety of song choice, it allows all types of people to become involved as they have very up-to-date music and then quite old fashioned music, allowing both young and old people to get caught up in the dancing and singing. It also have a good feel factor about it, making the audience happy when they hear or watch this advert.

How is technology represented in this advert?

This advert shows technology in a good light because it shows bringing people together, that it can connect people. By using a train station as a setting this shows that no matter where you are you can always tell people about what is happening around them. Towards the end of it, it shows people using their phones and technology to inform their friends and family of what is happening around them. Therefore technology is represented as something good and not bad.

What is communicated about the T-mobile brand and the experience it offers?

It shows that it offers a modern experience and that they can have fun with t-mobile because it can allow them to show fun times with others and involve everyone. Also the pace of the advert shows can show the quickness of T-mobile, showing that it is no matter where you are or what you are doing. Also it shows T-mobile bringing the generations together using the music and therefore telling the audience that T-mobile is not only for young people but for older people too.

What target audience are T-mobile aiming to attract in this advertisement/

The audience is around 14-40+ because they show an age range of people in the advert, showing that it is suitable for everyone even elderly people. The use of music helps attract all type of people, both males and females because they use a variety of music.

textual ananlysis- hyundai advert

Media forms
What advertising techniques in this advert are being used?

At the beginning of the advert, the child is shown in its typical state; in a cot, we see a high long shot of the cot suggesting that we as the audience are more dominant. However, as we witness the child climbing out, we see him from a low angle shot, immediately indicating he is now more superior and dominant.
There is non diegetic sound throughout, music that is quite fast paced, and also sounds quite childish, emphasising the fact that it is a child doing these activities. However it is relaxing, suggesting that the vehicle itself is calm and smooth to drive. In a extreme long shot we are shown a small black car, suggesting that it isn’t as good, black connotes power and evil, however the silver car ends up in front of it. This could be breaking the connotations of black meaning powerful because the silver Hyundai is more powerful.
The use of children emphasise the fact that it is a family car, and the size too indicates this. The child in the car wear white, connoting purity and innocence, the vehicle is also very light silver perhaps connoting its purity whilst driving.
The slogan “next generation car” links with the use of children driving it, perhaps suggesting it is safe for children but for the future too, securing their future. It is very fantasy based as we know this would never happen, giving the audience a sense of escapism.

Media representation
How is gender represented in this advertisement?

The male gender is represented as being really quite clever from childhood, as if it is natural for males. They are also represented as quite innocent, because the use of colours and that the children are generally innocent. The male child is shown in a typical male light throughout, suggesting that males are and always will be this kind of “god” since birth, due to all of the pure lighting, low angles and constant use of the colour white. Highlighting that males are more dominant, they are also shown as being childish as they are just driving it and the music emphasises this, but also quite charming when he picks up the female child, helping them fulfil the male stereotype.

Media institution
What is communicated about the Hyundai brand and the experience it offers?

The advert shows the Hyundai brand as being fun, with the music emphasising this because it is fast paced. All of the activities show this too, for example driving in the city, waving at people, shows that it is fun and happy. It can also show that it makes other people around jealous of what they have when the male adult gawped at the car.

textual analysis- Kidulthood

Media forms

What techniques doe the trailer use to persuade its audience to see the film?

In the trailer of kidulthood, the use of language helps persuade the audience to see the film because it is very coherent, using words that the intended target audience can understand and identify with. By using slang words that the audience can identify with, such as “blad” and “sweardown...bang then up”, this allows the audience to understand what is being said in their own language of what young teenagers use today and have a better insight into what is happening.  There is non deigetic used which is music, the music at first starts quite calmly but gradually gets faster as it goes on, perhaps symbolising the situation getting out of control and the audience can recognise this because it is easily identifiable. For example at the beginning it is calm but the pace quickens when a character is shown in the car handing over a gun, telling the audience that it is bad because of the sudden change in pace, but again it quickens suddenly when the protagonist is told to be violent and unfair towards another vulnerable person, and with the pace of the music getting quicker it indicates to the audience that things are spiralling out of control. This makes them want to watch it as they wonder what the situation is and why it is actually taking place, the actor’s motives for doing the activities they are doing.

The pace of the whole trailer itself is quite quick, keeping the audience’s attention focused on the trailer so that they are concentrating on it at all times. The pace makes the audience want to focus because it is so quick and they don’t want to miss a part of it, encouraging and persuading them to want to watch the film. The trailer also uses violence, such as fights and weapons, which is all very appealing to the intended target audience, as violence is associated with mainly males. The use of all the violence is very entertaining for them and encourages them to want to see it. By using props such as guns makes the whole film look “cool” because guns are a very dangerous weapon to use. Also the clothes that they wear and the setting is very persuading because they are common, the audience is able to identify with it. For example the actors in the trailer are dressed in very common tracksuits and hoodies, allowing the audience to identify because it is a common type of clothing. The setting also helps them persuade because it is in a low budget area, shown with estates and tubes, all very common in the London area, allowing the audience to identify because they may have seen the area before.

Media representations

How is gender represented in this trailer?

Males are represented as very dominant; they are shown in a lot of low angle shots, showing that they are a lot more dominant than the audience themselves.  It also emphasises the power that they have over people, such as when an actor was standing on top of another character this showed that he was very powerful, and had more control of them and the audience. Males are also shown as very violent and possessive, as the characters activities shown, violence, fighting, and all very aggressive behaviour. Males are represented as their stereotypes, aggressive, violent, powerful and dominant; the trailer does not attempt to show them in an alternative ideology, emphasising how violent they are, for example three male actors are beating up one male actor, highlighting the aggressiveness. Males are shown in very dark lighting, connoting power among males and dominance.

Women are not shown a lot in this trailer, suggesting it is a very male  based film, however when they are shown they are seen as quite vulnerable, when a character is punched in the face, and also they are shown in high angles emphasising that they are inferior to the male audience, shown in a vulnerable light.

Media audience

What target audience would be attracted to this film?

The target audience would be very male based, because it is male dominated, women are seen very little throughout, therefore appealing more to males than females. Aimed at a target audience of males aged around 15-19 years old because there is a lot of violence and bad language used suggesting that children under the age of 15 would not be suitable to view it. Also the actors are shown as youths, therefore highlighting that it is for teenagers because of the surroundings and that there is parts of a school shown, suggesting that they are still students, therefore students would be attracted to view the film. It would attract a C2DE audience because of the setting, the setting is very low class suggesting that it is a poorer place to live, therefore aimed at a C2DE audience. Also a lot of it is filmed on estates and the intended audience will be able to identify with that, as it has poor connotations.

Media institutions

What low budget values and characteristics can you identify in this trailer?

In this trailer the setting emphasises that it is a low budget film, because of the settings such as the estates, tube station, showing London transport, this indicates to us that it is of a lower class area, allowing the audience to see that it has been used on a low budget. The story line also tells us this because it is a very typical narrative to use, and the stereotypes being kept to shows that it is low budget.

Lynx Dry advert

codes and conventions
the advert shows the product many times, this emphasises what the product actually is and makes the audience see it and remember it. the advert is quickly paced, which helps keep the audiences attention and engages them making them watch it even more because it is quick. the pace helps the audience concentrate more and they will be more likely to remember it. there is also non deigetic music which sounds quite intimidating and like hunting music, sounding quite appealing to males as the whole advert is based on mermaids hunting males, therefore suggesting this whole advert is based around fantasy.
Representation
In this advert males are represented at the "hunted" an not the "hunter" as they are typically shown. This is a alternative ideology of males and slightly changes male stereotypes. The females in the advert are very dominant and seen as quite sexy, appealing a lot to males. They both have exchanged roles, males are seen as powerless with women as strong. And this sells the product because it makes males seen irresistible.
Audiences
The target audience would be young males aged around 13-40 because the male appearing in the advert seems to be quite young and we know it is aimed at males as it is the males that are wanted by women, which seems to be desired and appeals to most males. The socio-economic group would be C2DE because the surroundings aren't very high class, at the beginning his surroundings seem quite industrial with the scaffolding and cones in places. This again informs us that it is aimed at males because it is mainly men that do industrial work.
Institution
Unilever is the institution that had produced this advert, thats owns many of the worlds consumer product brands. This advert suggests that this media conglomerate is unbiased as they have shown both genders in a alternative ideology which can help appeal to both males and females. It also shows that they may be quite modern as they have used technology that has allowed them to make women look like mermaids, but also to show that it is not only females that try to make themselves look nice for males but they also do the same for females. Showing a different side to males.

The Sun advert Mr Unugur

Textual analysis

1)      How does the advert use codes and conventions to appeal to its audience?

The UK’s best handheld for 40 yrs

It also uses non- deigetic sound throughout the advertisement, the voiceover and the music, as it is in the background and doesn’t really belong to the rest of the scene. Both is used from the original iPhone advert, mocking the advert and proving to the audience that a newspaper can do the same thing. This advert uses voiceover as a narration, using the same male’s voice who originally voiced for the iPhone advert, showing that the Sun is just like an iPhone and more, giving the audience the impression that is just as good if they don’t have one. By using these

The product is shown throughout the whole advert, emphasising that it is the product that is being shown, and encourages the audience to buy it even more, because it is all they can see. The description of the product and the benefits that are stated also appeal to the audience and make them want to buy it, and also mentioning what the actual products name is makes it stick into the audiences mind, especially by repeating its name and showing it right at the end of the advert, gives the audience more chance of remembering what it is for when they buy it.

2)      How is new technology represented in the advert?

Technology is represented as weaker than a newspaper; the advert represents technology, especially the iPhone, as a very complicated gadget, and the newspaper is very simple and easy to use, and also that it gives the same information, in the same way that technology does. This advert also represents it as slow because with technology you have to wait for it to download, whereas there is no waiting for things to come up in a newspaper because it is basic and simple to use.  The advert mocks the iPhone making it seem quite hard to use compared to something on paper, it is portrayed as complicated and only messes things up rather than speeding up your lifestyle and making things easier, this emphasises how much similar the two products are, but simply one is easier than the other. The Sun “V 4.0” this very much mocks the iPhone and makes it seem quite pathetic but makes the newspaper seem up to date and easy.

3)      What does the advert tell you about the values and ideologies of the sun?

This has a preferred reading, with the institution creating it with a certain meaning, and getting the audience to understand what the message is behind. This is that the newspaper is very up to date like technology is, suggesting that the newspaper is not going out of fashion because it is just as good as and even better than technology.  It informs the audience that it is easy to use and won’t complicate things because it is simple, making people’s lives easier and straightforward. Also showing that the newspaper is cheaper and easier to get hold of than technology, the Sun news paper is a lot cheaper than a gadget  and provides the same service more effortlessly and trouble-free. 

4)      How does the advert appeal to its audience?

This advert would appeal more to a C2DE audience because it is a cheaper alternative for expensive technology, for people who don’t earn as much money and probably couldn’t afford a lot of technology. Simple actions are used and they are said in a very simple way, such as “this is how you open it” suggesting it may be for people who don’t really concentrate on information such as people in the D and E category, so these simple actions and words make it easier to follow and encourage them to watch the advert. It would appeal to appeal to mainly males because there is a lot of male’s imagery shown in the advert, such as Peter Andre, Simon Cowell, who is represented as a sort of ‘god’ appeal much to a male audience. They also show sports in the magazine which appeal even more to males, however they do cover a lot of aspects in the newspaper that appeal to all types of people including young people, as Rihanna is shown and some gossip, appealing not only to a young audience but to women as well. The target audience for this advert is around 15+ because it shows content that caters for people of all ages, showing Rihanna and male idols to including puzzles and games that appeal to a much older audience.