...checkpoints 1 n 2...

Uses and Gratifications

Checkpoint 1: What four motivations for choosing a text did Blumer and Katz suggest?
Diversion, personal relationship, personal identity and surveillance.

Checkpoint 2: What is cultural Code?
Cultural code is...errrr

...Check Points 1, 2 n 3...

Audience Profiling

Checkpoint 1- What is demographic profiling?
Grouping an audience in terms of age, class, gender, geographical area, class, economic status and religion.

Checkpoint 2- What is phschographiv profiling?
Grouping audiences in terms of needs and desires.

Checkpoint 3- why do you think advertisers create these niche nicknames?
An easy way to define target audiences.

...Media Guardian H/W 8...

(England v Croatia: Setanta will air the two teams' next clash as they attempt to qualify for the 2010 World Cup. Photograph: Tom Jenkins)

SETANTA SPORTS
Setanta has secured the rights to most of England's away qualifying matches for the 2010 football World Cup, including the team's match with Croatia.
The Irish pay-TV broadcaster has struck an exclusive broadcast deal for about 90 World Cup qualifiers, which will begin next autumn.
This is likely to be the next time England's footballers take part in competitive matches, after they ignominiously failed to qualify for Euro 2008 last week, losing their final match against Croatia at Wembley 3-2.
However, there is talk of resurrecting the Home Nations tournament next summer, after England, Scotland, Wales and Northern Ireland all failed to qualify for the European Championships in Austria and Switzerland.
Setanta has secured the exclusive broadcast rights to four of England's five away qualifiers - against Croatia, Belarus, Kazakhstan and Andorra, but not Ukraine - in wide-ranging deal with the four home nations and Ireland.
It is understood that the rights to England's away fixture against Ukraine are still up for grabs.
The broadcaster will air exclusive live coverage of all Scotland's away qualifiers for the 2010 World Cup, against Holland, Norway, Macedonia and Iceland; as well as Wales' matches against Russia, Finland and Azerbaijan.
Setanta also has Northern Ireland's away ties against Czech Republic, Poland, Slovakia and Slovenia; and Ireland's games in Bulgaria, Cyprus and Montenegro.
As part of the rights package, struck with rights holders Sport Five and Kentaro, Setanta will also air another 72 matches from the 2010 World Cup qualifiers.
ITV has the rights to air England's home qualifiers as part of a £425m deal, in conjunction with Setanta, with the Football Association to show FA Cup and England home internationals.
The terrestrial broadcaster paid £275m for the four-year deal, which kicks in from next August, giving the broadcaster England's competitive home games, friendly away fixtures and first pick for FA Cup games.
Setanta's £150m secured it the live rights to England's home friendlies, under-21 internationals, the Community Shield and FA Trophy.

I chose this story because Setanta Sports channel is a premium channel, which offers people latest sport action. They have a just one channel so far, and is becoming popular amongst footie fans. Setanta is offering a good service,which makes them a good service provider. It is the viewers choice to buy the channel, so it is not compulsary compared to SKY packages, where sports is included when you dont want it.

...Check Points 1 n 2...

Check point 1- The culture industry is the rise of media industries on society. The rise of culture industry increased standardisation within society. It says that society controls almost everything that includes culture too. The mass audience is manipulated by society (the hegemony of the bourgeoisie class) and which are less able to criticise what they have been shown because it has been commodified to fit the capitalist system.

Check point 2- Desensitised is a term given by the Critics, it is when a single text does not have much effect, repeated exposure will make the auidence less sensitive. So old banned movies are broadcasted years later as the social attitudes and expectations change over time, so we except what is shown in the film. This makes the theorists realise why they banned the movie in the first place, as they are thinking/reacting differently to when the movie first tried to broadcast.

...Media Guardian H/W 7...

BBC bosses rebuked over Live Earth swearing

The BBC Trust has severely reprimanded management for not being "open in admitting mistakes" that led to swearing being broadcast during this summer's Live Earth concert.
The BBC received complaints after the word "fuck" was broadcast on three occasions before 5pm and the word "motherfuckers" at 5.30pm. In addition, the word "fucking" was broadcast at 7.40pm.
Despite the risk that pop stars would swear, the BBC executives in charge had decided not to broadcast the concert with a time delay.
The BBC Trust's editorial standards committee said it was "a serious breach" of the BBC's editorial guidelines, even though presenters Jonathan Ross and Graham Norton apologised promptly at the time.
After the incident, the coporation published an explanation on the BBC's complaints website. However, the BBC Trust said this explanation had not been open enough.
"The committee therefore considered that it was unacceptable for management to provide a response to the audience that was inaccurate in its detail and would remind BBC management of the requirement for it to be open in admitting mistakes," the committee said in a statement published today.
"The committee decided that any further breaches of guidelines regarding the use of the most offensive language pre-watershed when broadcasting concerts such as Live Earth should be avoided and that any repetition would be unacceptable.
"The committee would request that the online response be changed to reflect accurately the reasons for not using a time delay."


I really cannot make any relevant media notes about this story. But i chose this story because i thought BBC which is a public service broadcaster had got into this blunder, which can affect thier reputation. BBC which is a respected institution by not only the British audience but the whole world. They have lost some of its value as all of us heard the 'F' word before watershed in the Live Earth concert.

...Media 100 People...

Eric Schmidt

- No1. on the MEDIA 100

- Powerful man

- Dr. Eric Schmidt joined Google as chairman of board and chief executive officer in 2001.

-Google founders Larry Page and Sergey Brin recruited Eric Schmidt

- Eric Schmidt from Novell, where he led Google's strategic planning, management and technology development as chairman and CEO.

-Eric shares responsibility for Google's day-to-day operations.

-Since coming to Google, Eric has focused on building the corporate infrastructure needed to maintain Google's rapid growth as a company and on ensuring that quality remains high while product development cycle times are kept to a minimum.

- Eric's Novell experience culminated a 20-year record of achievement as an Internet strategist, entrepreneur and developer of great technologies.

Other Info-

- Born April 27 1955
- Schmidt as the 129th richest person in the world
- Worth approx 6.2 Billion USD
-Earlier this year, he pulled in almost $90 million from sales of Google stock and made at least another $50 million selling shares in the past two months as the stock leaped to more than $300 a share.

History + Qualifications

Prior to his appointment at Novell, Eric was chief technology officer and corporate executive officer at Sun Microsystems, Inc., where he led the development of Java, Sun's platform-independent programming technology, and defined Sun's Internet software strategy. Before joining Sun in 1983, he was a member of the research staff at the Computer Science Lab at Xerox Palo Alto Research Center (PARC), and held positions at Bell Laboratories and Zilog. Eric has a bachelor of science degree in electrical engineering from Princeton University, and a master's and Ph.D. in computer science from the University of California-Berkeley. In 2006, Eric was elected to the National Academy of Engineering, which recognized his work on "the development of strategies for the world's most successful Internet search engine company."

...MEDIA GUARDIAN H/W 6...

UK digital switchover begins

Whitehaven in Cumbria is the first UK town to turn off analogue television. The media industry is looking closely at the effects, but the residents just want to know how to avoid a blank screen


http://www.guardian.co.uk/media/video/2007/oct/18/whitehaven.bigrigg

Well its all about the audience at the end of the day, it may be easy for the media with new technology but the residents are facing problems as they firstly were not aware of this switchover, plus the aged dont know how to work the Digi box. Audience plays a key role, and who does the media cater for??? Its us the audience!!! So where did the pluralist society go? this shows us how we still live under Marxism, the choice of Analogue and Digital, well the media chose Digital for thier ease and left the audience with no choice to buy a Digi Box which is an extra expence. So the media does control us immensley.
Nowadays we do get Digi Tv's and im ready for the switch over, we have to follow the media, otherwise we would be leftout. So this tells us that media has an awful influence on us, we have to change according to them, we have no choice left. From looking at the Video, it tells us how the aged are usually dragged by the New Technology.

...Marxist and Pluralist Consequences...

We had played a Debate game; here are the Marxist n Pluralist views.
It starts with a pluralist argument and ends in a mixed view-

We are individuals; we have the choices to consume from a wide range of institutions. We are active, not passive; it's us who makes the choice at the end of the day.

No! E.g. then why are there more Tesco stores-obviously because more people consume from them= large profit to open more stores.

Gramsci came up with hegemony that ideologies are fed from the dominant classes and the audience do not question what is being fed.

But it could also be said the audience are active yet they choose not to question what they see. Or they do question all time, as programmes would not be watched if it didn’t cater to consumer needs.

The elite are in charge so they filter their ideologies through texts, so you can say they are active as they are only given one set of ideologies, which many people conform to.

We are active, we choose what we watch/read & believe. Murdoch doesn’t own all of the media, there are selected media ranges out there that don’t send one set of ideologies and even if they did we are literate enough to make up our own mind and not conform.

But the media still maintains social divide, as texts are being produced which criticise this position.

It seems that whilst there is the case of hegemony and pluralism, both theories passes flows; with the rapid growth of new media technology the extent to which the Marxist view is still valid is questionable and in our 21st century the pluralistic view offers a more accurate perspective on the relationship between the audience and media.


-What is missing?
Theorists- Althusser
The models
Keywords- RSA, ISA, Fourth Estate

Am i a Pluralist?

Well i think im definatley a Pluralist to a certain extent hehe because i believe that each individuals are active, they know for themselves what is right n wrong, without any elite controlling us. We do have a range of media to choose from, its upto each individual. I wont buy if its propaganda. As a media student i have been literated and so i know how media plays with us. So we all have choices n its upto us the end of the day.
But some part of the market prefer like SKY n TESCO, because its easier for them, SKY is got this whole technology pack-Broadband, phone, Tv all in one. Tesco, every town has 1 or more of Tesco's outlets i.e. metro, express, extra or just standard. So they just prefer some institutions as they cater for thier market very finely. This leaves them with no other choices. Im sure what im saying is right.

MEDIA GUARDIAN H/W 5

Google HQ in Mountain View, California. Photograph: Paul Sakuma/AP

Google opened a new front in its global media empire last night after finally confirming plans to enter the mobile phone industry.
The company is introducing a new mobile system called Android, which it hopes will bring internet access to the masses - and help it put more advertising directly on to customers' phones.
Google chief executive, Eric Schmidt, described Android as a toolkit which will encourage people to use the internet on their phones. At present, specialised engineering is required to get Google software on to handsets.
Increasing the amount of time people spend surfing the internet on their phones would also let Google harvest information and display advertisements direct to mobile phone users just as it does to people on their home computers, said Andy Rubin, the company's director of mobile.
"We currently put ads on phones via the web browser," he said. "Part of this is that it makes it so that there's really no difference between browsing on your phone or on a computer."
Android - which will start appearing on phones next year - has support from more than 30 companies, including networks such as T-Mobile and handset makers such as Motorola.
Some experts had previously speculated that Google was planning to manufacture its own mobile phones in a similar vein to iPod maker Apple, whose iPhone handset launches in the UK this Friday.
But Mr Schmidt said he only intended to offer new software for mobile phones - not the handsets themselves - bringing to an end months of intrigue surrounding the project, which is thought to have heavily involved staff from the company's British offices. "It's incredibly important to say this is not the announcement of the Google phone," he said.
Moving into the phone market could prove to be a money-spinner for the Californian company, allowing it to get a foothold in one of the world's fastest-growing industries.
Nokia, the market-leading mobile phone maker, sold more than 100m handsets alone in the last three months, while network operators such as Vodafone remain some of the largest companies around the globe.
The move underlines Google's expanding influence over people's lives as more information and money moves online.
The internet giant - which was founded by university room-mates Larry Page and Sergey Brin in 1998 - is now worth in excess of $225bn (£108bn), making it the fifth largest company in America. Thanks in large part to its ability to display advertising on its search engine pages, Google has built a multibillion dollar business and outpaced other internet giants including Microsoft, Yahoo! and AOL.

I chose this story because i use google for all my searches, they all start from Google. Google is becoming a monopoly by doing this, they are diversifying their reach by now making applications for phones, and soon making Google Mobiles like iPhone by Apple. Google is now carrying hegemonic ideologies, as we dont have any great choices left. Googles searches are defined and relative to the search unlike other search engines.
Every click on their site makes them money, every search makes them money, now adding this application on phones soon will make our lives easier as we just need to launch the application/program on the phone n off you go. Technology is changing, we as a market need to make choices but what if google takes over then searching will only be through google, we wont be a pluralist!!!!