Vlog 5

Hello and welcome to MED.

In this Vlog I am going to be telling you about legal and ethical issues, role of regulatory bodies, audience effects and reception theories.  Firstly we are looking into audience effects and reception theories. There are many different ways that the audience can be affected by the show or station.

HYPODERMIC NEEDLE THEORY

The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response. (Passive)

TWO STEP FLOW THEORY

Says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. So according to this model, ideas flow from mass media to opinion leaders, and from them to a wider population. (Active)

RECEPTION THEORY

Is a version of reader response literary theory that emphasizes the reader's reception of a literary text. It is more generally called audience reception in the analysis of communications models. In literary studies, reception theory originated from the work of Hans-Robert Jauss in the late 1960s.

USES AND GRATIFICATIONS THEORY

Is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centred approach to understanding mass communication. (Active)

ACTIVE AUDIENCE THEORY

Media audiences do not just receive information passively but are actively involved, often unconsciously, in making sense of the message within their personal and social contexts. Such things may therefore influence decoding of a media message as family background, beliefs, values, culture, interests, education and experiences.

PASSIVE AUDIENCE THEORY

Media audiences who do not interact with media and is just injected with the messages. People who do not have control of the media influence on them such as children. Whilst Active audiences are involved passive audiences are more of like followers and just liste

STEREOTYPES

Oversimplified representation about an idea or group of people.

Tessa Perkins (1979) suggests that stereotypes are not always negative but a way of communicating ideas and categorising.

A child narrates this Christmas advert. This is very stereotypical because to the listeners, which would be mostly adults, Christmas is becoming about family time. It is also very stereotypical to use children to advertise about Christmas relating to Santa clause seeing the children. (9.02)

At the start of the clip a subway advert is played the is stereotypical because the listeners of the show will be on there way to work and will be in a full time job so the show is stereotyping the audience saying they have no time for dinner due to work and therefore are helped by a fast produced meal. (0.23)

A Christmas advert is played and a women’s voice is speaking over it. This is stereotypical because the advert features shops and shopping near Christmas time, and is biased towards the female gender and is implying that women shop at Christmas more than men do. Therefore the advert is aimed towards women and is narrated in a female voice. (8.33)

REPRESENTATIONS

The description or portrayal of someone or something in a particular way.

Hallam FM has a logo that is made up for black, white and pink. I think that these colours represent simplicity but also easy and soft. These colours are used in the logo so that the brand is easily approachable by the audience and is not too confusing or complicated.

The Presenters of the show have a friendly Yorkshire accent. This gives us a representation of local Yorkshire people that we see everyday. This helps the show because people will listen to it if they feel like they know the presenters and the show represents things like friendly or easy listening.

The Adverts used in the show represent support for the Yorkshire County due to helping local companies and their business. Also the adverts influence the audience on where to go or eat or have a good time, which is as a result of helping the Yorkshire community.

COPYRIGHT

Performing Right Society - PRS works for composers, lyricists and music publishers, who are its members, to license the public performance and broadcast of copyright works, collect the licence fees, assemble information about the use of that music, and then distribute the royalties.

Mechanical-Copyright Protection Society - acting on behalf of its composer and publisher members, MCPS negotiates agreements with those who wish to record music, ensuring the copyright owners are rewarded for the use of their music. It collects and then distributes the “mechanical” royalties, which are generated from the recording of music onto many different formats, including CDs, cassettes, and videos, audio visual and broadcast material.

Phonographic Performance Limited is a UK-based music licensing company and performance rights organisation founded by Decca and EMI in 1934. As of 2012 PPL collected royalties for 65,000 performers and 10,000 record companies.

EXAMPLES

PRS – In the show Emily sande and Avicii’s and the killer’s songs are played to the audience. The PRS allows the song to be played on the radio show due to collection of licence fees and distribution of royalties.

MCPS – The owners of the songs that are played in the show done by Emily sande the Killers and Avicii, will be rewarded due to the use of there record music being used as broadcasting material.

PPL – PPL will licence artists in this case Emily sande the killers and Avicii to have their songs played on the radio.

REGULATORY BODIES

-       Overtly negative representations (gender, race, disability)?

-       Views and facts must not be misrepresented

-       Where it is appropriate to represent the views of  person or organisation that is not participating in the programme this must be done in a fair manner.

-       Overtly sexual and violent content/language?

-       Violence whether verbal or physical must not be featured on primary children’s show without justification

-       Material equivalent to the British Board of Film classification (BBDC) R18 rating must not be broadcasted at any time.

-       Who has right to privacy? What is the code for interviews?

-       Broadcasters and programme makers should normally be fair in their dealing

-       Broadcasters must avoid unjust or unfair treatment of individuals.

-       What is the stance on political parties, alcohol and why?

-       Broadcasters should not give undue prominence to the views and opinions of particular persons or bodies on matters of political or industrial controversy.

-       The use of illegal drugs, the abuse of drugs, smoking, solvent abuse and the misuse of alcohol, must not be featured in programmes made primarily for children justification.