Unit 2: Influence
By Tom Marshall
Ryan Mccory
Harvey Stanley

• media ownership, sources of revenue and expectations of particular media

Verbal language. Visual language. Non-verbal communicatio.n Semiotics and signs in media

Concentration of media ownership. Media conglomerates. Impact of ownership on content and perspectives

Advertising. Subscription models. Sponsorship and product placement. Public funding

Genre conventions. Audience expectations. Cultural and societal influences on media expectations

Media Language

System of communication

• audience reach, immediacy, accessibility and interaction

The ability of media to reach a wide and diverse audience.

The availability and ease of access to media content.

Narrative, codes and conventions

• use of narrative in journalistic or influential media work

Storytelling techniques to engage and inform audiences.

Role of characters, plot development, and conflict in conveying information or promoting ideas.

• codes and conventions to construct realism in journalistic or influential media work

Use of documentary techniques, interviews, archival footage, observational style to enhance credibility.

Visual and audio cues (camera angles, sound design, editing) to create a sense of authenticity.

Representation

representation of groups, places, events and ideas

how media texts deal with and present gender, age, ethnicity, national and regional identity

Examination of how media texts depict and represent different genders, age groups, ethnicities, and national or regional identities.

Exploration of power dynamics within media representations, including the portrayal of marginalized groups.

through language, structural and/or visual choices is an important skill

The portrayal and depiction of different social, cultural, and demographic groups in media.

The impact of language choices in shaping representations and influencing audience interpretations.

how values shape representations

Media texts have the power to shape an audience’s knowledge and understanding about topics

Media texts often reflect the values, beliefs, and ideologies of the creators and the society in which they are produced.

Media texts have the ability to influence and shape the audience's perception, knowledge, and understanding of various topics.

influences our views of experiences and ideas.

Exploration of how cultural values, beliefs, and ideologies shape the way media represents various groups, events, and phenomena.

Understanding how media framing influences the perception and interpretation of events, issues, and individuals.

Audience

how cultural context and audience values influence the interpretation of media work

process of interpretation of media texts, cultural and historical factors influencing the viewpoints

The impact of cultural context on the interpretation of media work, considering factors such as language, customs, traditions, and societal norms.

The cognitive and psychological processes involved in interpreting media texts, such as encoding, decoding, and meaning-making.

Affects the way we communicate as the viewer or sender.

The impact of cultural background, beliefs, and values on how audiences interpret and understand media content.

The ways in which audiences actively engage with media content, including discussions, debates, and social media interactions.

the interrelationship between producers and audiences

use audience research and analysis to find out as much as possible about their target audience

The importance of fostering a two-way communication channel between producers and audiences.

The use of audience research and analysis to understand the demographics, preferences, and behaviors of the target audience.

Media producers define and categorise their audience through demographic profiles

The ways in which media producers actively seek and respond to audience feedback, opinions, and preferences.

The shift towards a participatory culture where audiences are active participants in content creation and distribution.

Media examples

Australian news media and journalism

ncompasses subdisciplines that focus on how the public gains access to information

Exploration of the role of Australian news media and journalism in providing information, shaping public opinion, and promoting democratic discourse.

Discussion of subdisciplines within media studies, such as media law, media ethics, and media literacy, that address how the public gains access to information.

Journalism students learn to choose their words carefully and understand their full impact

Exploration of ethical guidelines and codes of conduct that govern Australian news media organizations and journalists.

Analysis of the responsibility journalists have in choosing their words carefully and understanding their full impact on audiences.

documentaries

producing purposeful and/or influential content

Exploration of various techniques employed in documentary filmmaking, such as interviews, observational footage, archival materials, and reenactments.

Examination of documentaries that tackle social, political, or environmental issues with the aim of raising awareness and inciting change.

using codes and conventions to convey theme, genre, style and narrative

Exploration of how documentaries serve as a medium for presenting real-world stories, events, and issues.

Analysis of the codes and conventions used in documentary filmmaking to convey themes, genre, style, and narrative.

Influential media works

Tom

The media work I have chosen that is very influential and persuades the audience is South Park.

South Park is known for its satirical commentary on real-life events. The show’s creators, Trey Parker and Matt Stone, use the show’s characters as thinly veiled metaphors for “ripped from the headlines” storytelling. South Park Studio’s use of computer animation allows it to edit episodes in days, quickly commenting on recent events.

Practical

Ideas and reflective practice

investigating, analysing and evaluating examples of media work

The utilization of theoretical frameworks and concepts in the practical process of media production.

Engaging in critical analysis of existing media works to understand their techniques, strategies, and impact on audiences.

developing proposals and plans

The importance of generating creative ideas and concepts for media projects.

Consideration of budgeting, resource allocation, and scheduling in project planning.

Controls and constraints

ndependent management of time, technologies, safety procedures and resources

Exploration of legal and ethical constraints that impact media production, such as content regulations, censorship, and copyright laws.

Analysis of the practical considerations and challenges faced by media practitioners in managing their time effectively during production.

negotiating and adapting production processes

Examination of legal, ethical, and regulatory frameworks that impose controls and constraints on media production, such as content guidelines, copyright laws, and industry standards.

Analysis of the collaborative nature of media production and the negotiation of roles, responsibilities, and creative decisions among team members.

Skills and processes

implementing production processes based on proposals and plans

Exploration of the technical limitations and requirements in media production, such as equipment, software, and production techniques.

Understanding the legal and ethical frameworks that govern media production, including copyright, intellectual property, privacy, and ethical standards.

refining skills within defined production roles

Exploration of the technical limitations and requirements in various media production formats, such as film, television, or digital media.

Discussion of the different roles within media production, such as director, producer, cinematographer, editor, sound designer, etc.

Industry

Production contexts

how production contexts influence the point of view of media work

How funding models, advertising, and revenue streams shape the content and perspectives presented in media.

The role of regulations, laws, and industry standards in shaping the production and content of media work.

ethical issues, accuracy of information and legal consequences

Exploration of the different stages and aspects of media production, such as pre-production, production, and post-production.

Exploration of industry guidelines, codes of conduct, and regulatory frameworks that aim to ensure ethical practices within the media industry.

Media producers

the impact of concentrated media ownership

The influence of concentrated media ownership on the control and shaping of media content, narratives, and agendas.

Understanding the economic factors at play in the media industry, including advertising revenue, subscriptions, and market competition.

the potential freedom of independent media producers

Exploration of media conglomerates and their influence on the industry

Analysis of the opportunities and challenges faced by independent media producers in expressing their unique perspectives and ideas.