Media Platforms

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What are the three media platforms?



E- media 

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Name 4 broadcasting texts


Broadcast fiction




Promotional Texts


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What is genre?

‘Genre is a specific class of art or artistic endeavour having a characteristic form or technique.’

For example, films can be split into genre like Horror or Romance.

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What are media institutions?

Media institutions relate to the organisations or institutes that have ownership and control in their specific area.

Institutions with regards to ownership in film could include Lionsgate, Universal and Warner Bros.

Films in the UK will also be familiar with the British Board of Film Censors (BBFC) who regulate films in accordance with the law.

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What does print media include?

•Print can include magazines, newspapers and advertising/marketing such as posters.

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Name 4 e-media texts


Social Networking sites


Blogs and Wikis


Advertising and Promotional

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What is representation?

Representation in media looks at the impact of positive and negative portrayal, for example, stereotyping.

All types of media adapt a story or image that it becomes different to the original, it often becomes an artificial version of the reality we perceive around us.

Nearly everything in the traditional media has been produced by an institution and its personnel, and their experiences, attitudes and ideology will affect how they represent their subject.

Sometimes we are not aware of the changes been made to the texts we see. It is clear that soaps such as Coronation Street have been created and adapted for our entertainment, however we forget that newspapers and broadcasters can shape the facts to suit their style or personal view.

Media texts are a construction of reality, they do not represent a whole picture or reflection of ‘reality,’ but rather a constructed interpretation of reality.

Media has a huge impact on our lives at present – often we forget that the mass media play a crucial role in constructing the ‘reality,’ for us.

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What is mediation?

Mediation: the process by which an institution or individual or a technology comes between events that happen in the world and the audience that receive this representation.

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How are stereotypes shown in the media?

We as individuals classify and stereotype by considering:

•Appearance – this can include physical appearance, clothing and sound of voice. •Behaviour – typical things people in a group might do.

Media stereotypes use appearance and behaviour and will emphasise them through:

•Construction – this is how the camera is used, the soundtrack and the music. Think about emotive headlines, choice of photograph in print media. •Contrast – often there will be an ‘opposition’ with what is ‘normal.’

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What are the key areas of representation?



Social Class



•Regional Identity


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What is globalisation?

We are no longer bound to receiving only Western media. We can access views and topics all over the world, we have the technology to access media text from other cultures and can listen to news from other countries.

Western popular music, broadcast and film products are listened to, watched and sold throughout the world. This means that the western representation and ideologies are passed through also. 

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