Monday, September 23, 2019

Clay Shirky: End of audience blog tasks

Clay Shirky: End of audience blog tasks

Media Magazine reading

Media Magazine 55 has an overview of technology journalist Bill Thompson’s conference presentation on ‘What has the internet ever done for me?’ It’s an excellent summary of the internet’s brief history and its impact on society. Go to our Media Magazine archive, click on MM55 and scroll to page 13 to read the article ‘What has the internet ever done for me?’ Answer the following questions:

1) Looking over the article as a whole, what are some of the positive developments due to the internet highlighted by Bill Thompson?

"
we could email and exchange files with people at other universities."

"I realised that we had access to a way to talk to hundreds of thousands of other computer users around the world."

"The network connects us to other people,it provides a great source of information, it can be used for campaigning and political action, to draw attention to abuses and fight for human rights."

"It’s a great place for gaming and education, which can also be used to make a lot of money (for a few people) as well as a place where you can meet your friends."

2) What are the negatives or dangers linked to the development of the internet?


"The network doesn’t care what the data means or how it is used"

"also makes it next to impossible to stop spam, abuse or the trading of images of child abuse."

"fraud, scams, ripoffs and malicious software are everywhere. Then there’s the dark web"

3) What does ‘open technology’ refer to? Do you agree with the idea of ‘open technology’?


The idea of ‘openness’ lies at the center of this debate: I believe that if we want an
open society based around principles of equality of opportunity, social justice and free
expression, we need to build it on technologies which are themselves ‘open’, and that this is the only way to encourage a diverse online culture that allows all voices to be heard.

I somewhat agree with open technology because of the freedom and flexibility it gives us, however I also believe it comes with its downsides such as; exchanging of data between two when the network itself is unaware, which can be used for the wrong reasons.

4) Bill Thompson outlines some of the challenges and questions for the future of the internet. What are they?


"The idea of ‘openness’ lies at the centre of this debate: I believe that if we want an
open society based around principles of equality of opportunity, social justice and free
expression, we need to build it on technologies which are themselves ‘open’, and that this is the only way to encourage a diverse online culture that allows all voices to be heard."


5) Where do you stand on the use and regulation of the internet? Should there be more control or more openness? Why?


I believe that the internet is open enough right now and believe no changes should be made to the internet, no more regulation is needed and no less is needed. In my eyes, I see it as the perfect balance between regulation and non-regulation. I think this because if the internet had complete openness then people would have access to things like child pornography or access to buy armed weapons like on the dark web. And I would not make it more regulated as it would severely restrict freedom online.

Clay Shirky: Here Comes Everybody

Clay Shirky’s book Here Comes Everybody charts the way social media and connectivity is changing the world. Read Chapter 3 of his book, ‘Everyone is a media outlet’, and answer the following questions:

1) How does Shirky define a ‘profession’ and why does it apply to the traditional newspaper industry?


A profession exists to solve a hard problem, one that re-
quires some sort of specialization. Driving a race car requires
special training-race car drivers are professionals. Journalists are specifically trained/educated to write newspapers and report etc.

2) What is the question facing the newspaper industry now the internet has created a “new ecosystem”?


The future presented by the internet is the mass amateurization of publishing and a switch from "Why publish this ?" to "Why not?"

3) Why did Trent Lott’s speech in 2002 become news?

Because Trent Lott is a politician in America who had some controversial views.
4) What is ‘mass amateurisation’?

A big increase in self-published content on the internet.
5) Shirky suggests that: “The same idea, published in dozens or hundreds of places, can have an amplifying effect that outweighs the verdict from the smaller number of professional outlets.” How can this be linked to the current media landscape and particularly ‘fake news’?

When the same idea is published over and over again it becomes a lot harder to spot fake news as the lines become blurred.
6) What does Shirky suggest about the social effects of technological change? Does this mean we are currently in the midst of the internet “revolution” or “chaos” Shirky mentions?

Shirky suggests "social effects lag behind technological ones by decades"

"go through long periods of chaos in order for us to reach a revolution" suggests that we go through revolution.

7) Shirky says that “anyone can be a publisher… [and] anyone can be a journalist”. What does this mean and why is it important?

This means that anyone with access to the internet can publish their thoughts and opinions and can talk about their experiences.

8) What does Shirky suggest regarding the hundred years following the printing press revolution? Is there any evidence of this “intellectual and political chaos” in recent global events following the internet revolution?

Shirky says that after the printing press, some traditional jobs that became popular before the printing press became outdated, so anxiety came from individuals who worked in those employment because they feared their future, the same can be said about how newspapers and magazines responded to the web, e.g. over-exaggeration and web demonization.

9) Why is photography a good example of ‘mass amateurisation’?

Because anyone is able to take a picture and post it somewhere as cameras are virtually everywhere. Everyone has a phone.

10) What do you think of Shirky’s ideas on the ‘End of audience’? Is this era of ‘mass amateurisation’ a positive thing? Or are we in a period of “intellectual and political chaos” where things are more broken than fixed? 

I agree with shirky as everyone seems to want to produce and become creators. However I do not view this as a bad thing as we can get different artistic interpretations and I myself am one of these creators.


Sunday, June 2, 2019

Mens Health Magazine

1) How does the magazine introduce itself?
The magazine presents itself and it's image by initially informing the potential advertisers concerning how Men's Health is the greatest, selling men's way of life magazine in the UK and around the world, which right away picks up the enthusiasm of sponsors possibly needing to work with Men's Health. 

By picking up this underlying consideration it at that point dives into what the magazine highlights with notice of what the promoters might need to publicize with "design, watches and travel".

2) What does the introduction suggest about the representation of masculinity in Men's Health?

The introduction of the magazine provides readers an impression that masculinity is about "visually engaging health," which is what individuals in contemporary times aspire to as it has become a man's perfect picture, while at the same time appealing to the female gaze. The introduction also mentions how the magazine features "dietary characteristics" that continue to attract demographic aspirants.

3) How do the print statistics for Men's Health compare to GQ and Esquire?

The media pack relates to how the magazine is the best in the company by comparing itself with its nearest rivals, both GQ and EQ, well-respected Men's lifestyle magazines. We see that the Men's Health magazine circulates around 180 K, while its nearest competitor was GQ with 117 K, which makes Men's Health attractive to prospective advertisers as they want to advance. The Media pack also mentions the number of men who read Men's health compared to GQ and EQ while also referring to the social class of these readers with most being of the high class of ABC1 with most being AB men. This is a major influencer for the potential advertisers as they will be able to recognise that the readership Men's Health possesses will be more likely to purchase products from a magazine for a high price due to having a disposable income. 

4) What is the difference between circulation and readership?

circulation is how many copies are sent out to be distributed, and readership is the amount of readers a publication has.

5) What is the circulation of Men's Health in thousands? What about the readership for ABC1 men? AB men?
Men's Health readership of the ABC1-Men class is 64 percent, while the AB-Men are 32 percent, showing potential advertisers the potential money they can make by appealing to the audience that could buy advertised products.6) How do readers generally interact with the digital version of the magazine?

The magazine reader who doesn't read the print magazine reads the digital magazine via digital devices like their smartphones, tablets and desktops. People read the magazine primarily from their smartphones because, owing to its accessibility and portability, it is the most affordable tool.

7) How many people do Men's Health reach across social media platforms?

Men's Health reaches individuals across many social media platforms such as Facebook, Twitter, and Instagram, while the most accessible media platform is Facebook, which provides advertisers with manner to use the platform to encourage other businesses to operate that will assist more individuals view advertisements and make advertisers want to advertise with Men's  health.

8) What is the audience profile for Men's Health readers? 

The audience profile of Men's Health consist of:
905K are Abc1, Aged 25-44
700k Have a degree
200K Earn over 50K

9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?

Men's Health readers collectively spend £1.1 billion on fashion a year. This is more than 3 times higher than its competitors. 


10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?  

Men'sHealthreaders'averagewatchcollectionhasavalueof£4,123.ThisrepresentsthefactthatmostreadersareinthedemographicABC1asitsuggeststhatthereadersinthisdemographicwouldhavesufficientdisposableincometoindulgeinluxuriessuchaswatches.Italsoindicatesthatthereadersbelongtothepsychographicgroupofthesuccessor.

11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?

73% of Men's Health readers use moisturisers on a daily basis, this suggests that the viewership of Men's Health have a very passive view of masculinity as it revolves around hygiene and luxury which can show that the typical view of a macho man is not the desired target audience for Men's Heath.

12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?

Men's Health readers spend £ 238 year on sportswear (including swimwear and trainers) and 72 has wearable device that would make fitness businesses like FitBit see Men's Health magazine as useful advertising magazine.13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?

Brand extensions include: 
Urban Active - This focuses on the sportswear but from a fashionable point of view. This magazine showcases the sportswear that will improve your performance, as well as look good.
Synchronised - This edition focuses on watches in order to reach out to those who pride themselves on adding to their high-value watch collections

14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?

This would be readers in the ABC1 population high segment as they see themselves to be of greater standard and class and therefore the luxury brand will assist them feel in this group, assisting them in the population aspirations and enabling high-class advertisers to advertise on the luxury magazine.15) What additional brand extensions do Men's Health offer?


  • Survival of the Fittest - an adventure race series that occurs in the UK, with 4 nationwide events and approximately 15,000 people.
  • Different product ranges - including premium food products that meet the dietary requirements of those aiming to improve their health and well-being (e.g. low-calorie foods and protein shakes)

16) What are the global statistics for Men's Health?


  • International editions: 37
  • Countries published: 60
  • Global circulation: 4.5 million
  • Global readership: 26.7
  • Websites: 25
  • Uniques: 23.7 million
  • Social Media Footprint: 19.3 million

17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?

The 2017 calendar suggests that the target audience for Men's Health are extremely focused and interested in developing and improving their urban lifestyles. It also seems to be planning to focus on working on no-gym lifestyles and them being replaced by 30-day programmes which would increase membership renewal as readers would like to every month's routine.

18) What audience pleasures are offered by the magazine?


  • Personal identification - being able to see your interests and personality reflected in the content of the articles.
  • Surveillance - learning new things about lifestyle/healthy eating etc
  • Self Identification- Readers will see their lifestyle int he magazine as the targeted audience will have stories that may revolve around them. 

19) What lifestyle and job would you expect the average Men's Health reader to have?

ABC1 - typically a high ranked, professional job (e.g. a manager etc).

20) Why do you think Men's Health has managed to remain profitable when many other magazines have struggled due to the rise of digital media?


I think Men's Health has been effective because of its direct advertising and its broad support of celebrity endorsements that make readers want to reach the celebrity body to potentially aspire to their lifestyle. Adding to direct advertising enables a successful advertising campaign to keep businesses interested in advertising with Men's Health.

Sunday, May 26, 2019

Advertising assessment: Learner response

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

There are no theories applied. Your essay doesn't make sense, you make sweeping, generalised statements that are not backed up by analysis of media text. 


2) Read the whole mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.


Facial expressions – female models’ open mouths suggest lust, desire. Male model makes


eye-contact with audience.

Man as the hunted, looked-at object; objectification of men (Gill – female gaze).


Costume barely visible for female models – flesh on display. Heavily made-up faces constructed/Photoshopped image. Links to Kilbourne’s analysis of women in advertising.


3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?


4.4/10 


4) Look at your answer and the mark scheme for Question 1. What aspect of technical film language (camerawork, mise-en-scene etc.) or advertising persuasive techniques do you need to revise to improve your response to this kind of question in future?


I need to work on my emotional appeal as I have not really shown what the picture conveys emotionally and how it can appeal to an audience emotionally. 

5) Look at your answer and the mark scheme for Question 2. What aspects of the cultural and historical context for the Score hair cream advert do you need to revise or develop in future?



  • Aggressively heterosexual representation perhaps shows male insecurity in light of the decriminalisation of homosexuality in 1967.
  • Anchorage text in the Score advert reflects male insecurities in a changing world – repeated references to ‘men’ and ‘masculine’ in design, production and use of the product suggests an acknowledgement that hair cream was seen as a more female product in the 1960s.



6) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20 mark essay question on David Gauntlett and masculinity 'in crisis'. Write a completely new paragraph for this question based on the suggested theories/answers in the mark scheme. Make sure it is an extensive, detailed paragraph focused on the question and offering examples/textual analysis from the Advertising CSPs.