Students discussed the nature of their creative work that was completed last week. The class decided that the most effective trailer was the work created by HMc and AD. The editing is dynamic, the use of colour is vibrant, the information offered within the trailer is relevant and appropriate for target audience, and the choice of soundtrack is inspired. All the trailers are impressive but class opinion viewed this text as the most sophisticated, informative and engaging. Click on link below to access this impressive media text:
The session moved on to discuss issues relating to Section B of MEST 3 and the impact of digital media. A question from last year's exam paper was the focus of class discussion:
The world first heard about the death of Michael Jackson from the online gossip website TMZ.
HOW HAS NEW/DIGITAL MEDIA CHANGED THE WAYS IN WHICH INFORMATION REACHES AUDIENCES AND WHAT ARE THE IMPLICATIONS?
This question asks students to offer an understanding of how new technology has created digital platforms for sharing information and examples of how these new platforms have changed the information landscape. A brief essay structure may look like this:
- Refer to You Tube, Twitter, Facebook, Citizen journalism and blog culture and how the digital revolution has provided a whole series of platforms that allow institutions and individuals to offer and receive information.
- The next paragraph could focus upon the implications of these new media platforms. For example students could refer to Facebook/You Tube/Twitter and how these platforms were used in Iran in 2009 and Egypt in 2011. The Egyptian government removed national internet access in an attempt to control information. This illustrates the power of the internet to spread information and how governments are aware of its ability to offer information that challenges their authority. Brief reference could be made here to China and the 50 cent army, the great firewall and the green dam project. The existence of Wikileaks might also be a consideration. Wikileaks has challenged the authority of governments. This could link to Ian Tomlinson and the mobile phone and You Tube being used as a tool to challenge the big institutions that control our society. The individual can now challenge representations offered by mainstream media institutions AND ALSO the most powerful institutions in our society. This whole paragraph could explore the area of MEDIA AND DEMOCRACY and the power of the individual in a digital world.
- The next paragraph could explore how mainstream news is being challenged by digital media and refer to the Audience/Producer debate. Students could make brief reference to the music industry before moving back to media and democracy issues. Fox news? The Love Police? The Young Turks? Students could refer to Liberal Pluralism at this point and the idea that more choice restricts the ability of the media to influence its audience. This could link to how news platforms such as AlJazeera/Russia Today etc are available and accessible via You Tube and Freeview and that digital media has challenged the representations offered by European news media.
- The final paragraph could explore digital issues relating to the London Riots which is a perfect example of how digital media can be used in a negative and positive manner. Students could conclude with the idea that the internet and digital media reflects the duality of human personality. New digital media can be used in both a negative and positive manner depending upon the motivation of the individual/institution/government.
Students might want to consider how the two resources below could be used within this essay. Both relate to the audience/producer debate:
HOMEWORK: Complete the essay.
Students should watch these resources as they will be the focus of our next session.
Click on link to access the rejected WWF advertisement:
Click on link to access the John Lewis Xmas advert:
Click on link to access Creepy John Lewis parody:
Click on link to access Cancer Research advert from 2011:
Here is the viral Volkswagen campaign that refers to FUN THEORY. This is a very clever slice of advertising. This viral campaign was used to introduce the idea that the consumer should change their consumer habits and buy more 'green' Volkswagen cars. Fun Theory is not an academic theory....but perhaps it should be!
DQ...here is the Paxman/Brand interview that deals with celebrity culture:
Next week we will be exploring how media forms are used to create meaning and how the John Lewis/Cancer Awareness advertisements represent The Family.
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