Questions on New Media

1. How do the texts show changes in the ways the audience relates to and uses media? (8 marks)

The directors of both of the media texts have chosen the same advertising technique to promote their media products. Both media texts are films and they are advertised through the use of trailers. Creating a trailer for a movie is a convention and it is done by near enough every film maker, it generally aims to reach the mass audience to increase popularity of the product and gain more profit. The trailer of the movie, 'The Social Network' conveys the public relation with the media to be of one which is concerned about mainly social networking, creating a friends circle and being involved with your social life through the internet - Facebook.

2. Is social networking having a profound effect on the ways in which society relates to itself and the media. (12 marks)

Black Hollywood

Thinking back in time to the era of the new and fresh occurrence of Black Hollywood, it is quite apparent that it has moved on drastically from the state of it’s original starting point. From a black woman (Hattie Mcdaniels) playing the role of a maid in Gone With The Wind directed by Victor Flemming in 1939, now it is very common to see a role of an accomplished, independent black actress for example Halle Berry in Perfect Stranger who plays a role of a journalist. The movie was directed by James Folly in 2007.

It has been nearly a century of the rise of Black Hollywood. Many changes have taken place since the years of black actors being depicted in a negative manner. In the early years of Black Hollywood, many stereotypes generally negative about black people were reinforced and strengthened in the movies made. However some of the stereotypes such as the ‘Mammy’ was not particularly negative nevertheless it still had a strong effect on further degrading the position of black people in society. In other words, they were constantly being seen as lower in status and inferior to white people. ‘Mammy’ was a jolly over sized house worker and this stereotype was dominant in the history of black women for quite a long time. It can be argued that certain stereotypes about black people, such as being involved in violence and crime still exist and are being portrayed in the movies made today such as Crash directed by Paul Haggis in 2006 which includes two main black actors as trouble makers.

In conclusion, there has been changes in Black Hollywood since it’s emergence and discrimination and prejudice is no longer evident in any movies made today however it can be said that some stereotypes of black people still exist today in the world of media.

Black Hollywood essay

4b) A dominant representation is one which is repeated across the media over time and so are the values that it carries. Discuss.

"Within the logic of its narrative patterns, blacks tend to be depicted either as the source of social problems - threatening to disrupt moral equilibrium - or as the passive bearers of social problems - victimised into angst-ridden submission or dependency" (Kobena Mercer). How true is this statement made by Mercer? Are all representations of black people negative in the media? Has there been any positive changes in Black Hollywood over the decades? The United States has a history of ruthless black slavery which has taken effect in how black people have been represented in Hollywood since their independence and emancipation. Black slavery ended in America in 1865 however it still did not stop the discrimination towards them. Media texts such as movies and dramas directed throughout the history of Black Hollywood till date communicate a range of representations and reinforce certain specific stereotypes time and time again.

Travelling quite far back in time in the era of Black Hollywood at it's most degrading point, racial prejudice and subordination between the whites and blacks was evident throughout society and this was conveyed overtly in media products which 'seemed' to include black actors. The reality of these black actors was that they weren't actually black. In the year of 1915, Birth of a Nation directed by D.W Griffith was released, it starred white actors with painted black faces. This was, shockingly so now, normal then. The main roles were played by white actors painted black however the extras were real black people. This showed the immense differentiation between the whites and blacks, it also illustrated the class system of whites being at a higher position than the blacks. This ties in with the theory of Karl Marx. Referring to the historical context the bourgeoisie being only the white people at that period of time and the proletariat who were the black people. Black people were generally exploited through hard labour work that they carried out which then reflected in the movies. Gone With the Wind was released in 1939 and directed by Victor Fleming. Hattie Mcdaniel, a black woman, played the role of a maid in the house of a white family, in other words she played the role of a 'slave.' This reflected the society at that time (Monaco)

Skins: Questions

1. Tony's representation is of a typical teenager who 'leads' the whole group of friends consisting of different stereotypes and a minority of counter types. The stereotypes range from a promiscuous girl to a Muslim guy in a thobe with an accent (usually Northern accent). Nevertheless the focus remains on Tony, the main character. In the beginning there is a close up shot of Tony in his bed, with a expressionless face. He is covered with a blanket which has a naked man and woman printed on it. This straightaway conveys the mentality of Tony which is evidently of a teenager who likes to be involved in sexual activities. The opening sequence has shots of all different sizes which illustrates the morning routine of Tony. This is to

Codes and Conventions of radio adverts

Codes and conventions for a radio advert

- Average length approx 30 seconds

- What channel

- Qualities of the product

- Narration on a form of a voiceover. To show what its about (outline only)

- Posed questions that will be answered in the show

- Music is included at the back / different sound effects

- Voiceover inter cut throughout

- Advertisement should intrigue audience

- Make them want to find out more so state some special original qualities of the product

- Scheduling info at the end always goes title. day. time, channel

- Slogan of the product

- Sometimes humour in scripts

- Usually the tone of voice goes louder towards the middle of the advert then fades out towards the end

- Majority of the times it is women who do the voice over

- Poses questions to the audience - 'Are you searching for a make-up product which suits your exact needs and requirements?'

Battle: Los Angeles - Questions and answers

1 Compare and contrast the two texts with reference to the representation of conflict? (8 marks)

The trailer transmits an eerie feeling of the view of the world which is portrayed in the movie. In reality the trailer is an exaggerated reflection of the current issues and affairs in the world today as already there are many occurrences around the globe in different countries which are resulting in dangerous conditions for the people to live in for example natural or manmade disasters. The trailer clearly illustrates high levels of destruction, chaos and disintegration of cities, countries and maybe even the whole world; almost like the world is coming to an end. The damage which is caused by the aircrafts which are supposedly controlled by unknown species, most likely aliens create a sense of strong conflict against the humans. This implies the conflict between different countries today, for example the war in Afghanistan and once was in Iraq. Consumers with weapons hold a lot of power, as shown in the trailer, the unknown species seemingly outrun the humans because they are just not strong enough to fight back on the same level. This again reflects how various countries for example America use power in order to benefit their people and the government. The trailer also dates back to 1965 conveying that conflict has been around for ages, it is just now, or later, it has continues to develop over time. It has also utilised the displaying of news channels for example CNN where viewers gain and take in the most amount of information and news of the world. The trailer has used that method in their advantage for pinpointing and emphasising the amount of destruction that is taking place not just in the trailer but externally, in the real world.

The website

2 Explore the view that the entertainment media feeds upon moral panic in the west as a result of terrorism post 9/11.

You may refer to other media products to support your answer. (12 marks)


3. What are the advantages and disadvantages for the military as an institution using the internet as a marketing tool?

You should refer to other media products to support your answer. (12 marks)

Battle: Los Angeles

1. How do the two media products represent men and women?

2. Analyse and compare how effective the marketing strategy is of both of these media products (Advantages and disadvantages)

3. Why is the internet effective in reaching to a wider audience?