Kony 2012

Codes and Conventions

The video uses a range of techniques to engage the viewers to the issues being represented in the extract. The use of sound and the voiceover anchor the images on the screen so the audience could be informed and educated of the facts, this is the uses and gratification theory which was suggested by Blumer & Katz as the audience are being informed. Also the sound being used fits with the emotions of the film like for example at 7:33 Jacob gets emotional after talking about his brother so in the background slow, sad music can be heard and this makes the audience sympathise with Jacob. But then at 8:50 the music suddenly picks up pace and is more happy, making the audience change their mood.

During the film, clips of people using social networking sites like Facebook and Twitter joint with the shot of the world connotes unity and shows how global and how easy it is to communicate with people around the world, globalisation. The campaign is not only represented on one platform, e media, but its represented on all three platforms. An example of it being represented in broadcast media is at 19:00 when the news of US army deploying a military force is broadcasted on television. Also an example of print media would be the magazine articles on Kony 2012. This links with the hypodermic syringe theory as the media are injecting information into the audience to involve as many people into joining to help the children in Uganda.

Representation

The volunteers helping out for the cause is represented as being independent but also united with others. There are people that are from different ethnic backgrounds and from different ages. This helps the viewers to identify themselves with them as shows us that anyone can help fight the cause, so it creates the sense of belonging which the campaign has succeeded.

Another way that the people in this video are being represented is when the producer is telling the story of the happenings in Uganda; the listeners whelm up and cry. This portrays the people around the world as caring and sensitive about children and other people who are suffering around the world.

Media Institution

YouTube is a popular global website where people can upload, view, comment, like/dislike videos. 4 billion videos are viewed a day and an hour of video is uploaded every second. So the use of media institution using YouTube to make a video go viral was sure to be a success. By uploading the video on such a globalised website targeted a wide range or audience with different ethnicities, ages and different socio economic class. The brand of ‘Kony 2012’ is being internationally introduced and people worldwide are actually getting involved, like for example from 17:29 of the video, to 17:38 people from all over the world was getting involved, people from London, Sydney, Mexico, Canada, New York etc. the campaign also is getting celebrities like Rihanna and George Clooney to make Kony famous, also politicians are targeted.

Audience

This video would appeal to the psychographic group of carers. The carers are the ones who would sympathise most as they would want to save the world and make it a better place.

It would appeal maybe to parents as they would be able to identify with having kids and this puts them in a position where they would ask themselves “what if that was my child” by thinking this they would feel like they have to do something, then the institution would succeed in getting the parents support as they’d would take action.

The younger generation would be more educated on the e media platform as they spend more time on the web, whether it’s face-booking, tweeting, commenting, uploading, sharing or socialising. So the institution is able to target the ‘internet generation’ by making Facebook groups and uploading videos because they know that this video would have a massive impact on society if it goes viral (which it did).

Interim Targets

My aspirational target is: A/B
My Targets:
Do better on timed questions.
Learn key words and theories
Don't spend too long on planning
Get a grade higher in my next exam.
Plan of Action:
Time myself on practise questions
Go over key words and theories over and over again till its embeded in my head
When making notes: Use bullet points. No long sentences. Dont go over 5 minutes.
Be More Organised!

My Pledge:
I pledge to get better at timed questions and learn key words, and im going to do that by practise and going over keywords in my free time, atleast once a day.

The Guardian Advert 2012- Media Analysis

What techniques does the ad use to persuade the audience to consume the Guardian?

The ad uses techniques like the mise en scene. The low key lighting in the house and the high key lighting outside, binary opposition is used to contrast the good and the bad. But this could be ambiguous; the low key lighting in the house where the pigs live could mean that they are the victims living in the dark, this makes the readers sympathise for them making us side with the pigs. The pigs that get captured for boiling the wolf alive goes viral and creates moral panic through the internet using social networking sites like Facebook and twitter. Everyone shared their views whether they agreed or disagreed with what the pigs done. This raises the awareness therefore the story becomes a hot topic so the guardian would gain more views as the story is exclusive to them. Also the comments on the story were coming from countries all over the world which shows that the Guardian is very current and widespread and this attracts the audience.

How is the news represented in the ad?

The guardian is being represented on all three platforms: broadcast, print and e-media. This shows that the news can be easily accessed and its suited to the readers needs. The audience can share their views and opinions through social networking sites or on the guardian official page where they can discuss and debate the story with other people who also share their views and also gain more insight to the story, this is the uses and gratification theory.

The Guardian uncovers another story that the three little pigs framed the wolf as they were behind on their mortgage repayments this shows that the institution is there to always get more information and doesn’t stop until no stones are left unturned and they do this for their audience.

What issues of new technology does this ad raise and what does it tell us about the values of The Guardian?

The advert shows a various different gadgets like the iPhone, iPad, laptops, computers, phones, mac books etc. this portrays them as an institution for the upper class as the gadgets shown are luxuries and only people with disposable cash can afford these items so this attracts the middle/upper class because it’s a sense of identification. But it also appeals to the working class because they aspire to be a part of that socio economic band. The generation now isn’t into reading and newspapers but more into technology and the internet and so technology has become more converged and become more globalised. The internet is easy accessible 24/7 which explains why it’s doing better than the other platforms, so the Guardian reacts to that and has made a webpage where all of its stories are published and also made a comment box where the public can discuss and share their views

On the basis of this ad, who does the Guardian brand appeal to?

On the basis of this ad the guardian brand it would appeal more to the upper/middle class audience because of the expensive gadgets used like the Apple products, this creates a sense of belonging and identification that would draw people that are higher ranking on the socio economic band to buy into the Guardian. But it’s also aimed at the younger generation as they’re the more skilled audience with new technology.