digital natives vs digital immigrants

Whilst Prensky comes at this idea from an education background, this idea of digital natives and digital immigrants can be applied as audience theory for the new and digital media side of the exam.

could this be used to justify primary and secondary audiences? or perhaps to explain the media consumption habits of youth audiences?

Have a read through Prensky's ideas:

Planning for section B identity Question and homework

the resource for today's lesson is here along with details of the homework (on the last slide)

DUE THURSDAY 30TH OF APRIL

Don't forget to use the website: www.mediaknowall.com

Katie Hopkins police investigation

As discussed in class, have a read through the article. As always consider who the institution is and their target audience when exploring the message within the text. 

http://www.independent.co.uk/news/people/katie-hopkins-and-the-sun-editor-reported-to-police-for-incitement-to-racial-hatred-following-migrant-boat-column-10190549.html?cmpid=facebook-post

New technology with no time for regulation?

Have you heard of periscope? The new ap enables users to live stream footage for as long as their phone has battery to a world wide audience. Viewers are able to live text the creator, asking them questions and potentially influence the producers content. 

For example, if I filmed myself interviewing somebody, you could text suggested questions or feedback as I filmed. This footage is then uploaded as a recording to the ap, should the Producer wish.

However, this week somebody used periscope to live stream leaked episodes of GOT before its scheduled broadcast. Not surprisingly, GOT producers are calling for action. 

Is there a danger with new technology that the rate at which new programmes and formats are created mean that regulation and censorship is forgotten? It seems that producers of new technology often do not fully consider the negative implications of their work until something happens. 

What are the other potential danger for audiences and producers of Periscope? 

Politics and the representation of marginalised or minority groups

In the run up the general election, the political parties are doing all they can to secure votes from the wider British public - this often means targeting minority groups (who are often otherwise overlooked) or incorporating them into their political campaigns.

Check out some of the examples that I came across this week, some can be applied to your own case studies but all are worth exploring to get an understanding of wider contemporary issues for the exam.

Representation of ethnicity - securing the 'black vote'.

Operation Black vote is a long established organisation encouraging the Black community to register and vote in the UK. Although not associated with a particular political party, they have recruited Saatchi&Saatchi (a world renowned advertising company) to design their latest poster campaign. Have a look at some of the posters below and the accompanying articles and websites.

Some things to consider -

• who is the target audience?
• How are the people within the advert being represented?
• How have the general public reacted to this campaign (both the intended audience and wider public)
• Is this an example of two step flow?

http://www.theguardian.com/football/2015/apr/15/sol-campbell-turns-skin-white-black-vote

http://www.obv.org.uk/news-blogs/dont-take-colour-out-britain

David Harewood - actor in Homeland

Sol Campbell - footballer

Tinie Tempah - singer (but you knew that...)

Audience response to the campaign in the metro 17/4.

Representation of sexuality - Plaid Cymru

How about this party political broadcast for the welsh party Plaid Cymru?
Watch the first 50 seconds where the actor delivers a speech to his shocked parents as if he is 'coming out' to them.

• Is this a fair representation?
• Is this an example of a post modern technique (Parody/pastiche?)

Here is the response from Pink news: http://www.pinknews.co.uk/2015/03/11/comment-yes-plaid-cymrus-coming-out-broadcast-was-offensive/

Consider who the target audience is for the Pink news and who the target audience is for the party political broadcast. How has the gay community been represented? (throw some media terminology in there, people). 

Representation of immigrants - I am an immigrant campaign

How about this one? Again, not affiliated with a political party but certainly a direct response to the social fear surrounding immigration in the UK perpetuated by parties such as UKIP. This was a crowd funded campaign (showing the ever increasing power of the audience in response to the established media and in this case, the dominant ideologies enforced by the Bourgeoisie (Marxism anyone?) 

see an article explaining it here:  http://www.bbc.co.uk/newsbeat/article/32284435/pro-immigration-poster-campaign-launches-across-the-uk

Note that the article is from Radio 1 (think about their target demographic and why this might be of interest to them? Or is it further reinforcement of the bourgeoisie - who owns radio 1 and how powerful are they....?

pro immigration poster - crowd funded

UKIP policy poster