HEJ 231 Lecture Notes - Lecture 5: Motion Capture, Universal Language, Amedia
30 Jun 2018
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Journalism week five:
Myth:
- in order to understand myth we need to understand how a sign.. goes beyond
the literal meaning
- part of metonymy
- brings about a whole bunch of meanings, narratives
- complex things: pride, the literal signification is a sailor, but this comes to
signify very much more to us. Narratives that guide us
- one image is signifying more than one thing at once because of our already
existing knowledge
- ‘myths are created to reflect the values of society”: Toland Barthes
- like traditional myths, advertisements represent audiences, standing in for all
of us
- ‘codify our lives’: ads are conveying a set of principles and ideas
- ‘grand narratives: larger structures of stories that exist in society that we
understand are the norm
oeg. An image of showing the evolution of man
oin one image of how we think about .. sets up values of what we think,
what is ideal and what is not
oBinary relationship: dichotic meanings
oEasy for us to quicker convey what this myth is because we have these
images in our head
o‘About how representation is structured’
Media Industries: Convergence and Conglomeration
- Fairfax: the age, Sydney morning herald, examiner, financial review
- James Cameron: Avatar, Titanic, the two highest grossing films of all time
- It is important to understand who makes, owns, regulates, distributes media
products (quote)
oCan help toward our media literacy
oMakes us more informed and empowered as media consumers
oKnowledge may change or make aware that they need a broader
perspective
oIf the rich and powerful buy into media, it may effect the media’s
ability to critique the rich and powerful
- Media Industries: Branston and Staffor, 2010: 205)
oMedia content as commodities, marketed, packaged, distributed
oOften mass produced
oMedia industries differ to other industries as they are not only physical
experiences, can have greater meanings and effects
oDefine each industry by the type of media it makes: radio, TV,
advertising, music industries
Social media is often considered a type of industries
oStudying this area use to involved studying each industry separately,
now it is becoming harder to consider these an isolated
Advertising in magazines and on TV etc. may also influence
film, music
All industries have these close connections with each other
oInterconnectedness of media industries:
find more resources at oneclass.com
find more resources at oneclass.com
Concept of celebrity maps out the connections between
industries
Convergence:
Means different things depending on field of study; can
be over-simplified. It is not:
oBlack Box Fallacy: Coming together of all
media into a single media device. One device
that serves all needs
oThat in the future there will only be one media
industry
Does mean:
oCooperation between industries to benefit both
of them
oIncreasingly close connections between
industries
oFlow of content across boundaries
The movement across, not the removal
of, boundaries
oHow audiences engage with media across
platforms
Should be simplified; acknowledges the connectedness
Media watch video: focusing on advertising
Advertising underpins other media industries
Product placement: increasing visibility on screens and
media devices
People are stopping to watch ads; still biggest form of
advertising, 30 second slots
Integrated advertising, branded entertainment
Imbedding brand name
Ads are products that move across medias boundaries
When we are looking at one media product, it becomes
difficult to associate with one industry
oTV shows (the voice) on TV but relates to music
industry, celebrities are associated with music
industry, promoted to purchase iTunes etc.
oMajor sponsors feature throughout
oComplex environment in which it is hard to
define the voice as one media product
oTarget audiences are engaging different
platforms that appeal to certain audiences
Globalisation: media is owned produced and distributed
on a global scale
oThe Voice is owned by Shine Australia, which is
a division of Shine Group which is owned by
British company, which is owned by 21st century
Fox, which is owned by Rupert Murdoch
Ownership:
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Narratives that guide us one image is signifying more than one thing at once because of our already existing knowledge. Myths are created to reflect the values of society : toland barthes like traditional myths, advertisements represent audiences, standing in for all of us. Codify our lives": ads are conveying a set of principles and ideas. Fairfax: the age, sydney morning herald, examiner, financial review. James cameron: avatar, titanic, the two highest grossing films of all time. Social media is often considered a type of industries: studying this area use to involved studying each industry separately, now it is becoming harder to consider these an isolated. Advertising in magazines and on tv etc. may also influence film, music. All industries have these close connections with each other: interconnectedness of media industries: Concept of celebrity maps out the connections between industries. Means different things depending on field of study; can be over-simplified.
