DVLA

 REPRESENTATION:

To understand what representation is, we first of all must learn what it means to represent. To represent is to show or describe people, places and events. Representation in the result of this - It is essentially how the media portrays events, issues, individuals and social groups. As a producer you have the choice and power to present anything in a positive or negative light. Or you can include both and present a balanced representation. You choose to represent through inclusion (the presence of something) or omission (the lack of). When looking for representation people usually look for class, age, gender, ethnicity and disability. Diversity portrays everyone and thus everyone wants to feel seen, therefor want it.

An example of representation being used is in news papers (specifically those without a neutral political view) - they may purposely only show you a particular side of a story, through a carefully crafted lens to influence your opinions on the situation at hand and overall your opinions on political issues, for example the Daily Mail has a conservative political stance. However, this technique is not only used for political advantages as it can also be used for minor stories or upcoming issues to later your view using stereotypes. This is because stereotypes play a huge part in representation.

Stereotypes are often inaccurate and simply a generalized, exaggerated and in overall untrue portrayal that has been engraved and normalized into society due to the frequency in which they are used. The ruling, dominant groups in society reinforce these untrue myths, (eg: white, rich male) - this study was suggested by Barthes, the creator of the theory of semiotics. He suggested that the primary, powerful groups are middle-class, educated, white men and that they will always be characterized as superior connotations than blonde woman, poor immigrants and homeless refugees, despite this being ridiculously far from the truth. One stereotype which plays a massive part in gender roles in society is the stereotype of the 'Good Mother' - Over the years, the media has constructed a stereotype of the ideal mother, whom cooks, clean, cares for her children and doesn't complain, she always looks beautiful and never makes mistakes. Her realm is the kitchen, this is where she 'belongs'. However, it is important to remember stereotypes are not always negative and can in some cases be useful to our development and understanding and do not have to be used in a malicious or violent way. An archetype is something which is exactly how you'd expect, an extremely typical description (for example: an elderly lady being fragile, a teenage boy being moody, a pit-bull being aggressive). Stereotypes can affect the way people perceive or see certain aspect of if not the world itself. 

A simulacrum is a representation of someone or something, a similar image. An example of a simulacrum is the famously known Disney castle. Which warps and distorts reality to an idealistic point of view, favoring aesthetics over function - this also applies to everyday clothing: trainers were made to train, jeans pockets for manual labor. The meaning is lost overtime, but the functionality remains the same for aesthetic and fashion purposes. Because our reality is so permeated with these hyper realistic images in social media posts, advertisements and film, our reality or concept of them becomes distorted, we live yearning for things which are unobtainable and impossible to achieve, since this is so prevalent in our society we perceive ourselves as abnormal and the hyper-realized images as the new normal. Another theory proposed by Van Zoonen suggests in our patriarchal society, women's bodies are viewed as a tool, thus them as something to use - whereas men are portrayed as something admirable and majestic. Women are an add on to men and are extremely objectified in media we consume.

INDUSTRY:

Film - Disney:

Disney owns an exceptionally large amount of companies, examples include: Disney Channel, MARVEL, Cruise Line, PIXAR, ABC Studios, Lucas Film, ESPN and even more. The implications of Disney's ownership: The companies have changed a fair deal and us as consumers are not receiving what we expected, the companies have almost sold out. As soon as Disney bought Lucas Film, Star Wars was then bought and owned by Disney and thus grew in mass production meaning dilution of quality over the years. This is unfortunately the same with MARVEL and many others, for fans this can be fantastic as they have a wider range of content and merchandise but also unfortunate for others as the quality goes downhill. In recent years, Disney is under criticism as they have lack of originality, they prioritize profit over quality, through cheaply made remakes and therefore ruin their own brand of creativity, wonder and originality.

- CEO: Chief Executive Officer. Businesses are ran by CEO'S.

- Conglomerate: Business corporation formed by purchase of other businesses

- Global Conglomerate: Business corporation formed by purchase of other businesses in more than one country. (Like Disney or MARVEL)

Nostalgia sells, it's one of the most powerful emotions for those to spend money on and makes elder people feel youthful again, reflecting on the past. The Global economy has been going through rocky times due to politics and the cost of living crisis and even pandemics such as COVID. The film industry is heavily impacted by the state of our society and economy. Overall technology has adapted along society in varying ways. Arcade machines used to be social activities, then back to anti social, and now communities revolve around playing online with other people who share your interests. Similarly to cinemas and how they were once expensive social events and are now solo and affordable, as industries adapt so does the target market.

David Hesmondhalgh is a media theorist who believes industries rely on repetition throughout stars, narratives and franchises to sell to audiences, despite the unbeneficial effects this could have on the audiences.

The Game Industry:

The Production Line:

Production                          >                         Distribution                          >                  Consumption

8-9 months minimum                                          Internet                                      Release across platforms

Right acquisitions                                                  TV

Voice Actors                                                    Social Media

Coders

One specific game which stole the hearts of billions and is a staple icon in the industry is Animal Crossing. Animal crossing is part of a franchise of video games developed and published by Nintendo. The series has been running for over twenty years (since 2001) and it is officially a social simulation game, meaning rather than gun fights it emulates many aspects of real life (fishing, gardening, decorating). The game was conceptualized and made by 'Katsuya Eguchi' and 'Hisachi Nogami'. The game was initially announced for release on the Nintendo Switch in 2018, however, it was actually released in March 2020. It became the first console game to reach 5 million digital sales within a singular month, this was definitely attributed to by the social distancing and stay at home orders during the long lasted COVID-19 pandemic, despite the eagerly waiting prior fans. The game even won title of Best Family Game at The Game Awards 2020. New Horizons eclipsed the lifetime of sales of past installments within only six weeks of its release, becoming the second best selling game on The Nintendo Switch with 37.62 million sales. It grossed an estimated $2 billion in it's first year, the fifth highest ever first-year revenue for any video game. Animal Crossing profited from escapism, the idea that those indulging in the game could be distracted from the unpleasant and unwanted aspects of real life, and life momentarily in the ideal, relaxing, colourful world.

LANGUAGE:

Language is how media through their forms, codes, conventions and techniques communicate meanings and set tones and specific environments. For example: dark lighting has negative connotations and is therefore fit for a scary, tension building scene in a film, whereas light has good connotations and would be fit for a hopeful, bitter-sweet toned scene.

- Mode: the medium in which you are looking at (moving image, still image, written words, spoken words)

- Tools: the application, what is being used to create (camera angles, fonts colour)

- Meanings: the effects being conveyed (connotations to language used)

Camera angles hold a lot of power over the location and emotion a scene has, affecting the entire experience, camera angles include:

- High angle: makes subject seem insignificant, small, angled downwards

- Low angle: makes subject seem threatening or large, angles upwards.

- Bird's eye view: god like position facing downwards, typically used to view environments in an unsettling way.

- Canted angle: off kilter shot suggesting distortion or uneasiness.

- Eye level: neutral shot.

- Long shot: includes every subject and every part of scene in one.

- Insert: specific zoom-in shot to give insight.

(all in landscape)

Summary of Terminology:

Semiotics: The examination of the signals we use to interact with one another and the surrounding world. This study also aids in our understanding of how images, sounds and words all combine to have meaning.

Denotations: what the audience visually and literally sees, without it being metaphorical.

Connotations: things we subconsciously associate with that give literal things a deeper meaning.

Mise En Scene: what is in the scene, broken down into categories such as: Positioning and body language, Lighting, aesthetics (hair, makeup, costume) and settings/ props. 

Diegetic Sound: sound which occurs within the world of video, rather than externally.

AUDIENCE:

A Target Audience is the intended audience of a source of media (eg: message, advertisement) The predetermined target market whose viewing is the purpose of your publicization. It's important to consider who is viewing your product, companies will typically consider:

- Age

- Sex

- Occupation

- Education

They categorize occupation groups into alphabetical order, A being typically 'skillful' in comparison to E.

Occupation groups:

A - Lawyers, doctors, scientists and well-payed, high income professionals

B - teachers, middle-management, fairly well payed professionals

C1 - junior management, bank clerks, nurses, 'white collar professions'

C2 - electrician, plumbers, carpenter, 'blue collared professions'

D - manual workers, drivers, postal workers

E - students, unemployed, pensioners

However, using demographics such as age, sex and occupation doesn't always give the most accurate results as it doesn't fit traditional categories - a much better way to measure audiences is using a psychometric audience profile which defines an audience by their way of thinking and their values, attitudes and lifestyles (VALs). The audience is separated into a handful of categories:

- The Aspirer = wants status brands which show their place in society, they would typically wear more expensive brands such as Gucci and they'd drive a good car, not best of line.

- The Explorer wants to discover new things, they are attracted to new brands, no interest in brands value. 

- The Mainstreamer likes tried and trusted brands, they are interested for value for money and typically like to think they are part of a larger group of like-minded people. They make up of 40% of the population and priorities security over risk.

- The Reformer is a person interested in change, they don't have many material positions and don't feel the need to conform to materialistic standards. They are interested in goodness for themselves and for the world.

- The Resigned are predominantly older individuals who have built up their attitudes over time and believe in traditions that have come to trust and invest safely. Seeking survival.

- The Struggler believes they need to get through the day and don't aspire to grow. They seek escape.

- The Succeeder has high social status and are in control of their lives with nothing to prove. They typically use the best of the line as they worked for it and deserve it.