MEST 4 Xmas Task #1

Beyonce Heat Perfume – is a 31 second perfume advert advertisement.

In this advertisement,many close up and medium shot are used. This is shown in the first second of the text where the audience views a close up shot of the perfume from a low angle shot with the use of a high key lighting to create emphasis on the perfume lid as it lifted into the air as though it was an angel, which attempts to connote to the audience that the perfume is angelic whereas the top lighting surrounding the product shows it power and importance.

As Beyonce strolls around in the advertisement, she is followed around by a sensitive red glow which colour co-ordinates with her red dress. As red denotes heat which is co-incidentally the name of the perfume, i beileve that by suppressing the red glow around beyonce's body with her every move connotes to the audience that by wearing this perfume you will instantly become hot and sexy as the male gaze (Gammon and Marshsment) is on beyonce as she is sexually objectified as a "sexy godess" as one veiwer described her on Youtube underneath the video of the advertisement. 


Furthermore, Beyonce's body movements combined with the camera's prolonged focus on shots of her dress slipping away to partially expose her breasts creates a very sexually provocative atmosphere within the advert that could be seen as unsuitable to be shown to young children. This ideology has been reinforced by the advertising standards agency (ASA) as the advert was subsequently banned in November 2010 deemed to be "sexually provocative" and "unsuitable to be seen by young children".

The next shot emphasises the fetishization of the Beyonces legs which are filmed from a low angle. This provocative and alluring shot shows beyonce almost teasing the male gaze with her female charm as once she stops walking, she turns to the camers and says "catch the fever" with the fever being her, therefore as fevers are known to be hot at very high temperatures, Beyonce is sexualising the product. 

I believe the advert possess the following theories,
Hypodermic needle – The advert uses aspects of this theory as it is injecting messages into the minds of the viewers because it trying to draw attention to the power the producer has. As it is making it seems that having this perfume will make you instantly sexy and as hot as beyonce was both sexually and physically in the advert.

Marxism - to some it may show aspects of Marxism and how it could make it seem that by purchasing this perfume – you would have that status and style of living, this could be misleading to psychographics such as aspirers; as it may give false hope.

Beyonce Heat advert research

http://www.dailymail.co.uk/tvshowbiz/article-1330408/Beyonce-perfume-advert-sexy-banned-daytime-TV.html 

The daily mail has published an article in which it states that this advertisement "has been banned from daytime TV amid concerns over its sexual imagery." 

This is because the commercial, which begins with an image of the singer lying naked in a room, has been deemed ‘too sexually provocative’ to be seen by young children and will not be shown on British TV before 7.30pm.

The ASA watchdog accepted the advert was not obscene or offensive but was unhappy that it had been shown on daytime TV. It said: ‘Several complainants had told us their children had seen the ad broadcast during the middle of the day around family programmes.’


http://www.guardian.co.uk/media/2010/nov/17/beyonce-heat-ad
The guardian have also published an article surrounding the controversy that has been brewing due to the ad. This is because The ad campaign, by perfume company Coty UK, featured Beyoncé wearing a short red dress and acting seductively, was described by theAdvertising Standards Authority as "sexually provocative" and "unsuitable to be seen by young children". The ad was set to the song Fever.


Coty said that the TV ad was "intended to reflect the singer Beyoncé's personal 'sexy chic' style" and that the ad was not "overtly graphic or explicitly sexual and at no point was Beyoncé naked". The company added that the commercial was "stylised and in keeping with other ads in the genre".

Wikipedia Article - Sexual Objectification

1) "Objectification is an attitude that regards a person as a commodity or as an object for use, with little or no regard for a person's personality or sentience." - Bartky, Sandra Lee, Femininity and Domination: Studies in the Phenomenology of Oppression(Routledge, 1990) p. 26


2) "Objectification is most commonly examined at a societal level, but can also arise at an individual level." - LeMoncheck, Linda, Loose Women, Lecherous Men: A Feminist Philosophy of Sex (Oxford University press, 1997), p. 133


3) "The concept of sexual objectification and, in particular, the objectification of women, is an important idea in feminist theory and psychological theories derived from feminism." - Barry, Kathleen, Female Sexual Slavery (NYU Press, 1994), p.247


4) "Young women are especially susceptible to objectification, as they are often taught that power, respect, and wealth can be derived from one's outward appearance." - APA Task Force on the Sexualization of Girls (2007-02-19). "Report of the APA Task Force on the Sexualization of Girls, Executive Summary". American Psychological Association. Retrieved November 2, 2007


5) "Pro-feminist cultural critics such as Robert Jensen and Sut Jhally accuse mass media and advertising of promoting the objectification of women to help promote goods and services." - Jensen, Robert, 'Using Pornography' in Dines, Gail, Robert Jensen and Ann Russo (eds)Pornography: The Production and Consumption of Inequality (Routledge, 1998)

6) "Objectification Theory is based on the principle that girls and women develop their primary view of their physical selves from observations of others. These observations can take place in the media or through personal experience." - Bartky, Sandra Lee. (1990). Femininity and Domination: Studies in the Phenomenology of Oppression. Routledge. p.26

7) "Through a blend of expected and actual exposure, females are socialized to objectify their own physical characteristics from a third person perception, which is identified as self-objectification." - Kaschak, Edward. (1992). Engendered Lives: A new Psychology of Women's Experience (Basic Books) p.12

8) "Women and girls develop an expected physical appearance for themselves, based on observations of others; and are aware that others are likely to observe as well. The sexual objectification and self objectification of women is believed to influence social gender roles and inequalities between the sexes" - Handbook of experimental existential psychology; p 71–85.

9) "Sexual objectification occurs when a person is identified by their sexual body parts or sexual function. In essence, an individual loses their identity, and is recognized solely by the physical characteristics of their body" - Bartky, Sandra Lee. (1990). Femininity and Domination: Studies in the Phenomenology of Oppression. Routledge. p.26

10) "The earliest known use of sex in advertising is by the Pearl Tobacco brand in 1871, which featured a naked maiden on the package cover" - 1871 Tobacco Ad

Gaurdian Links & Qoutes

"Today, ads and articles in the same magazines push a much more sexualised agenda of rebellion. It's not defiance of a culture of compulsory beauty. Rather, the rebellion is against the rules by which the all-important game of beauty is played." -http://www.guardian.co.uk/commentisfree/2010/nov/19/advertisings-sexualised-agenda-rebellion?INTCMP=SRCH

"Beyoncé's perfume advert is part of a barrage of campaigns pushing women towards competitive sexuality" -

http://www.guardian.co.uk/commentisfree/2010/nov/19/advertisings-sexualised-agenda-rebellion?INTCMP=SRCH

"So is it better to sexualise these products, as with the Alldays ad? "I think it's outrageous to use sex to sell a pantyliner," says Pip Bishop of Rainey/Kelley/Campbell/Roalfe/Y&R, one of the few female creative directors in her industry. " -

http://www.guardian.co.uk/world/2001/feb/27/gender.uk?INTCMP=SRCH

"The best advertising concentrates on what women experience, rather than how they look," says the bishop. "A lot of women found the white trouser ads insulting." -

http://www.guardian.co.uk/world/2001/feb/27/gender.uk?INTCMP=SRCH

"Today, ads and articles in the same magazines push a much more sexualised agenda of rebellion. It's not defiance of a culture of compulsory beauty. Rather, the rebellion is against the rules by which the all-important game of beauty is played." -

http://www.guardian.co.uk/commentisfree/2010/nov/19/advertisings-sexualised-agenda-rebellion?INTCMP=SRCH

10 Links + 5 Book References

5 Book references

http://www.amazon.co.uk/Sex-Advertising-Perspectives-Erotic-Communication/dp/0805841180/ref=sr_1_1?s=books&ie=UTF8&qid=1323129134&sr=1-1Sex in Advertising: Perspectives on the Erotic Appeal (Communication)

http://www.amazon.co.uk/Erotic-Welfare-Politics-Epidemic-Thinking/dp/0415902029/ref=sr_1_8?s=books&ie=UTF8&qid=1323129134&sr=1-8

Erotic Welfare: Sexual Theory and Politics in the Age of Epidemic (Thinking Gender)

http://www.amazon.co.uk/Mainstreaming-Sex-Sexualisation-Western-Culture/dp/1845118278/ref=sr_1_2?s=books&ie=UTF8&qid=1323130113&sr=1-2

Mainstreaming Sex: The Sexualisation of Western Culture.

http://www.amazon.co.uk/Lolita-Effect-Media-Sexualization-Young/dp/0715638041/ref=sr_1_7?s=books&ie=UTF8&qid=1323130113&sr=1-7

The Lolita Effect: The Media Sexualization of Young Girls and What We Can Do About It

http://www.amazon.co.uk/Best-Ads-Advertising-Dave-Saunders/dp/0713479035/ref=sr_1_4?s=books&ie=UTF8&qid=1323130304&sr=1-4

Best Ads: Sex in Advertising

10 Book Quotes

"Marketers continue to use more sex in advertising for a greater range of products. For example a ad for Linux hardware recently wrote "Dont feel bad, our servers wont go down on you either". - Sex in advertising

"Still others consider sex as inseperable from conceptions of social power as sezualized images of women maintain an unequal gender roles through objectification, disemberment and disconnection"

"When someone hears 'Sex in advertising' they think about gender" - Sex in Advertising: Perspectives on the Erotic Appeal

"We revel in a media envoiroment that capatalizes on narrow, restrictive and regressive and often harmful definitions of sex, and any critique of them is dismissed as prudishness and censorship" - The Lolita Effect: The Media Sexualization of Young Girls and What We Can Do About It


"As a genre, pornography has always been categorised by a marked gender assemetry in its circuit of communication as it has been produced predominately by men for a male audience" 

10 Internet search links

http://www.independent.co.uk/news/media/advertising/advertising-ban-wont-stop-brand-bullying-says-childhood-expert-2354917.html?origin=internalSearch

The Government is looking at ways to strengthen child protection on the internet but is seeking co-operation with Google, You Tube and other major web players before threatening legislation. 

http://www.independent.co.uk/opinion/commentators/laurie-penny-if-sex-and-power-are-what-women-want-dont-stop-them-2291864.html?origin=internalSearch 

it is harmful for an eight year old to engage with a culture that encourages her to look like a porn star, why is it any less harmful at 18 or 28?

     

http://www.independent.co.uk/life-style/fashion/features/why-are-asian-women-aspiring-to-western-ideals-of-beauty-2136868.html?origin=internalSearch

Asian and African women are aspiring to Western ideals of physical perfection – and the results are far from pretty

http://www.independent.co.uk/opinion/commentators/harriet-walker-its-an-easy-way-to-put-some-glamour-back-into-our-lives-6269274.html?origin=internalSearch

When lumps and squidgy bits are shaved off celebrities, things become significant

http://www.independent.co.uk/opinion/commentators/natalie-haynes-tv-adverts-may-be-irritating-but-theyre-darned-useful-too-6269713.html?origin=internalSearch

Embrace the TV ads, even when they render the plot of a Poirot unintelligible. Without them, when would we make the tea?

Media Stereotyping

http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/women_beauty.cfm  

BBC Article – Beauty Industry

http://www.bbc.co.uk/programmes/b01321hd

eHow Style

http://www.ehow.com/about_6693877_influence-beauty-industry-women.html

Ezine Articles

http://ezinearticles.com/?Media-And-Influence-On-Women-Body-Image&id=720646

Women in adverts

http://barneygrant.tripod.com/p-erceptions.htm

10 Internet Search Links

10 internet links


http://janusis.wordpress.com/2007/02/20/sexualisation-and-girls/ This link talks about the issue of sexualisation and women. s

http://www.dailymail.co.uk/sciencetech/article-2025930/Huge-rise-intensely-sexualised-pictures-women--men.html Talks about the huge rise in sexualisation of women but not men 

http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/women_sex.cfm Sex and relationships in the media  s

http://www.genderads.com/ Gender ads website that looks into why and how are males and females sexualised.

http://news.bbc.co.uk/1/hi/health/6376421.stm Talks about how sexualisation in the media can harm young girls

http://www.christian.org.uk/news/too-sexual-beyonce-ad-banned-from-daytime-tv/ Talks about how a sexually provacotive TV advert has been banned


www.aber.ac.uk/media/Students/dde0301.doc Talks about how and why sex sells

http://www.frankwbaker.com/sex_in_media.htm Link on how sexual messages are portrayed in advertising

http://www.crisisconnectioninc.org/teens/media_influence_on_youth.htm A article on the media influence on youth in ways such as advertisments

http://findarticles.com/p/articles/mi_m1272/is_n2631_v126/ai_20077696/ Article on how messages reinforce sexual stereotypes

http://www.aber.ac.uk/media/Students/hzi9401.html Women on television


http://www.guardian.co.uk/commentisfree/2010/nov/19/advertisings-sexualised-agenda-rebellion Gaurdian article on sexualisation

A2 Critical Investigation & Production

1. "How are men an women portrayed as visual and sexual objects in a high end television advert and what ideologies do they possess?"
   
   
2. My linked production is going to be an advert for a perfume or make up company glamorising women and an advert for a mens clothing company glamorising men.
   
   
3. For the production side of things I am working with Naomi.
   
   
4. Critical investigation keywords:
   - Codes & Conventions
   - Adverts
   - Glamorisation
   - Glamorised
   - Sexual Objects
   - Visual objects
   
   
5. Migrain 
M - Media language 


• Mise-en-scene: clothing - mini skirts, short dresses (sexy, revealing)
• Sound: diegetic and non digetic
• Editing: Loads of fades and cut sequences (convention of a typical advertisement)
  
I - Institution


• Scheduling: watershed
  
G - Genre
• Our genre is: aspirational/glamorised advertisement
• Genre conventions: Ambiguous, short, catchy, sexy, appealing
R- Representation
• Stereotypes: reinforce the stereotypes that women are visual objects
• Gender: male & female
  
A- Audience
• Target audience: adults and middle class background
• Narrative pleasures: escapism and aspiration
• Theories - user and gratifications theory
  
I - Ideology & Values
• Dominant ideology: both men and women are sexualised in adverts
  
N- Narrative
• Narrative roles: male and female protagonists 
• Closure: image of the product
Theories that are relevant and why  The New view - Stuart Hall Judith Butler- Gender is not the result of nature but is socially constructed 
Nietzche s 10 internet links http://janusis.wordpress.com/2007/02/20/sexualisation-and-girls/ This link talks about the issue of sexualisation and women. s http://www.dailymail.co.uk/sciencetech/article-2025930/Huge-rise-intensely-sexualised-pictures-women--men.html Talks about the huge rise in sexualisation of women but not men s http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/women_sex.cfm Sex and relationships in the media  s http://www.genderads.com/ Gender ads website that looks into why and how are males and females sexualised. http://news.bbc.co.uk/1/hi/health/6376421.stm Talks about how sexualisation in the media can harm young girls http://www.christian.org.uk/news/too-sexual-beyonce-ad-banned-from-daytime-tv/ Talks about how a sexually provacotive TV advert has been banned www.aber.ac.uk/media/Students/dde0301.doc Talks about how and why sex sells http://www.frankwbaker.com/sex_in_media.htm Link on how sexual messages are portrayed in advertising  http://www.crisisconnectioninc.org/teens/media_influence_on_youth.htm A article on the media influence on youth in ways such as advertisments http://findarticles.com/p/articles/mi_m1272/is_n2631_v126/ai_20077696/ Article on how messages reinforce sexual stereotypes http://www.aber.ac.uk/media/Students/hzi9401.html Women on television
This study fits into the contemporary media landscape due to the rise in how men and especially women are sexualised on television adverts as visual eye candy and sex objects in order to sell a product. 

Critical Investigations

Level 4 (37-48 marks)
A fluent and analytical investigation which explores the chosen topic from a clear, autonomous and critical perspective, making use of extensive and wide-ranging research which has clearly been employed in the investigation and detailed in the bibliography, making use of a wide range of academic, media and contextual sources. The investigation demonstrates sophisticated research and engagement with the primary text(s) and a range of secondary texts. It is well presented with a very detailed bibliography/source list (AO4).
The investigation demonstrates sophisticated knowledge and understanding of media concepts, contexts and critical debates relevant to the chosen area of investigation. The work contextualises the study and the linked production piece effectively within the contemporary media landscape (AO1).
At the top of this level candidates demonstrate very good understanding of the chosen area of investigation, very good, independent research skills and very good application of media concepts, contexts and critical debates. The link between the investigation and the production is cogent, clear and evident.


1) "Unlike Titicut Follies (Frederick Wiseman, 1967) and Police (Roger Graef, UK, 1982), which kept editing to a minimum, some historical fly-on-the wall programmes were highly mediated to entertain audiences, like Wife Swap and Supernanny. An American Family (Craig Gilbert, USA, 1972) followed the "experience of a nuclear family” over 12 episodes edited from “300 hours of footage” and Sylvania Waters (BBC 1, 1993) was "highly selective and skilfully edited" . Audiences would “trust that people have been treated fairly” in programmes however “both families [from these programmes] complained that they had been misrepresented and false perceptions constructed by the editors” showing how the reality genre isn’t always an accurate representation of reality." - Bianca


This critical investigation meets the criteria as it successfully and in detail highlighted the sophisticated research and knowledge as "The investigation demonstrates sophisticated research and engagement with the primary text(s) and a range of secondary texts."


2) "To conclude, one would find it difficult to argue either which way on such an issue; there are a plethora of conflicting studies and arguments, some that claim that video games act as a catalyst for violent behaviour, while others maintain that there is far from enough conclusive evidence to make such a steep claim. It cannot be ignored that the video game medium has exploded in popularity in recent years, and it has an enormous economic impact on almost all other forms of media (books and movies which are turned into games, and vice versa, as merely a few simple examples), but in its infancy it garners criticism and arguably baseless claims. If I may break the 4th wall for a moment to speak from personal experience, as a ‘hardcore’ gamer I find that video games act as a sedative of sorts, and help to calm my anger. Virtual acts such as murder and torture are cathartic rather than suggestive, and if I were pushed to decide on a stance on this issue it would be one in support of the view that violence in video games (and all media for that matter) are on the whole harmless, though obviously it does depend on the state-of-mind of the person behind the screen. A violent person who is pushed to commit immoral acts by the games he/she has played could have just have easily been influenced by a violent film or graphic novel, and to that end I find it to be unfair to judge the gaming medium with such scorn." - Kalbir


This critical investigation met the level 4 criteria as "The investigation demonstrates sophisticated knowledge and understanding of media concepts, contexts and critical debates relevant to the chosen area of investigation. The work contextualises the study and the linked production piece effectively within the contemporary media landscape."


Therefore, In my opinion I believe Kalbir's critical investigation was excellent as it managed to achieve such a high grade due to the fact he had planned his investigation and researched his text excessively and provided various examples which makes his investigation valid.


Furthermore,  Biancas critical investigation met the criteria as it was well organized, clear and detailed with comprehensive research of her text.

Gaddaffis Death - Homework

Here is the link to the gaurdian article surrounding Gaddafi's death:
http://www.guardian.co.uk/world/video/2011/oct/21/hillary-clinton-gaddafi-death-libya-video

Ian Tomlinsons Death - Homework

Here is a link to the gaurdian articles regarding Ian Tomlinsons death: http://www.guardian.co.uk/uk/2009/apr/07/ian-tomlinson-g20-death-video

Arab Spring - Homework

Here is the link to the gaurdian article concerning the arab spring: http://www.guardian.co.uk/world/interactive/2011/mar/22/middle-east-protest-interactive-timeline
http://www.france24.com/en/20111023-arab-spring-enters-next-phase-tunisians-vote-constitution-council-ennahda

Rise & Rise of UGC Questions

Media

What is meant by the term ‘citizen journalist’?

As technology has improved over the years, there has been a rise in the number and scale of incidents where ‘citizen journalists’ are the reason that the news broke into the mainstream media this has become more and more common.

Citizen journalism is when private individuals do what professional reporters do and report information. This information can take many forms, from a podcast editorial to a report about a city council meeting on a blog. It can include text, pictures, audio and video.

The other main feature of citizen journalism is that it's usually found online. Due to the emergence of the Internet with blogs, podcasts, streaming video and other Web-related innovations such as social networking - is what has made citizen journalism possible.

The Internet has given average people the ability to transmit information globally. That was a power once reserved for only the very largest media corporations and news agencies such as, News Corp.

In this day and age, millions of people have constant access to filming capabilities through their mobiles, and footage can be uploaded and rapidly distributed on the internet. The power to make and break news has moved beyond the traditional news institutions. This is Citizen Journalism.

What was one of the first examples of news being generated by ‘ordinary people’?

We first felt the effects of the new technologies way back in 1991. Video cameras had become more common and more people could afford them, unfortunately for four Los Angeles police officers who having caught Rodney King, an African-American, after a high speed chase, the officers surrounded him, tasered him and beat him with clubs. The event was filmed by an onlooker from his apartment window. The home-video footage made prime-time news and became an international media sensation. This was one of the first real time examples of citizen journalism.

This was one of the first examples of the news being generated by ‘ordinary people,’ now know known as ‘citizen journalists’, ‘grassroots journalists’, or even ‘accidental journalists’.

List some of the formats for participation that are now offered by news organizations

News organizations in this day and age allow audiences to access and read the news on the move due to revolutionary software’s such as the iPhone and due to the introduction of 3G networks, which allow the audience and readers of the news to read the news on the go without having to buy a newspaper. The main advantages of the new formats that are offered by news organizations is that the news is free whereas newspapers are not.

Most news organisations include formats for participation: message boards, chat rooms, Q&A, polls, have your says, and blogs with comments enabled. Social media sites are also built around UGC as seen in the four biggest social networking sites: Twitter, YouTube and Facebook. People also turn to UGC sites to access news: Wikipedia news, Google news and YouTube score highly in terms of where people go to get their news.

Other formats provided by news organizations consist of news by social networking where news institutions such as Sky and BBC have set up accounts which allow readers and audiences to follow the news over Facebook and twitter which again are free.

What is one of the main differences between professionally shot footage and that taken first-hand (UGC)?

One of the main differences between professionally shot footage and that taken first-hand is that the quality of the footage taken first hand often tends to be very low quality where the image is grainy whereas professionally shot footage tends to be of a very high quality. However, as the technology over the years has developed, cameras on mobile phones in this day and age are as good as or better than normal cameras.

We now expect passers-by, witnesses, or even victims, to whip out their camera phones and record events, an instinct almost as powerful as that to save their own or others’ lives. Perhaps the news now seems old-fashioned and somehow staged if it lacks the raw, grainy low-quality footage provided by citizen journalists.

What is a gatekeeper?

Gatekeeping is a media term used to describe the filtering of stars and coverage through television and print. This derives from the gate in a camera through which the film has to pass before it is broadcast to the targeted audience. A message has to pass through many gates (filters) before it reaches its audience. This means that a selection of media topics is chosen to be presented to different audiences through different forms of media. A gatekeeper is a person who controls access to something.

What is one of the primary concerns held by journalists over the rise of UGC?

Journalists fear for their jobs as now everyone is producing content, this is because It is likely that in future there will be fewer and fewer permanent trained staff at news organisations, leaving a smaller core staff who will manage and process UGC from citizen journalists, sometimes known as ‘crowd sourcing.’ Some believe that the mediators and moderators might eventually disappear too, leaving a world where the media is, finally, unmediated. This does raise concerns however.

If there will be fewer jobs for trained journalists, will there also be less profit for the big institutions? This seems unlikely. Although how to ‘monetarise’ UGC – how to make money for both the generator and the host of the content – is still being debated, bigger institutions have been buying up social networking sites for the last few years. Rather than launch their own challenge, they simply buy the site. Flickr is now owned by Yahoo!, YouTube was bought by Google, Microsoft invested in Facebook, and News Corp., owned by Murdoch, bought MySpace.

Learner Response

UGC has been around in one form or another since the earliest days of the Internet itself. But in the past five years, thanks to the growing availability of high-speed Internet access and research technology, it has become one of the dominant forms of social media. It is currently one of the fastest growing forms of content on the Internet. UGC is changing how audiences interact with the Internet, and how advertisers reach those audiences. In 2006, UGC sites such as Youtube attracted 69 million users in the US alone, and in 2007 generated $1 billion in advertising revenue. By 2011, UGC sites are projected to attract 101 million users in the U.S. and earn $4.3 billion in ad revenue.

The internet revolution has allowed users today on the internet have more power than the hegemony of old media. The internet today allows more freedom than old media does or ever has done. Users can create their own explicit content which can be watched by anyone on the internet, which would not be possible to do so with both platforms print or broadcasts. One example of how the internet has been a source of freedom is the Arab Spring. Social networking sites such as Facebook were used to create events to arrange meetings in different Arab countries. The use of Facebook proved to be successful and became known to the world of what the internet had helped to create. The freedom that users are allowed on the e-media is the only platform that is felt to have a sense of freedom and escapism, which is worrying for big hegemony companies owning much of their conglomerates on the print and broadcast platform. 

News Diary

E-Media - This week i looked at the huffington postwhich is very different to traditional news websites as it is run by the public and can post their own stories online. The website looks very different to commercial news websites however the stories were hard news stories which are serious.

Print - The national newspaper that I looked at this week was The Sun, The sun is the UK's biggest commercial news paper and has certain conventions such as a big front page story and the traditional red masthead to indicate it is an tabloid. The news story in the Sun was of hard news with a soft and humours outlook to the situation.

The local newspaper which I looked at was the Ealing gazette. The Ealing gazette has a less professional look to it, however the news stories within the Ealing gazette is full of hard and important news with very serious news stories.

Broadcast - On TV, this week I viewed CNN news for the first time. What i had realised immediately was that although CNN is full of hard news, as they are a commercially independent news institution. They are very biased in the way they report news as they are a right-wing institution.