Critical Investigation

Why are reality TV talent shows so popular and How do they reflect the values of British society?
“Television is an anaesthetic for the pain of the modern world.” (Astrid Alauda).
Since 1999 the United Kingdom has become home to a variety of reality TV talent programmes, the most established products being 'X-Factor' and ‘Britain’s Got Talent’ attracting X-Factor audiences up to 19.7 million during 2010. Each targets a mass audience, however, the varying talent on each show also creates a conflict of opinions between the viewing public. As suggested by the opening quotation, television has arguably become a gateway to escapism. “Some audiences get hooked on these shows because they help them escape their own real lives.” This is demonstrated through the Reality TV genre itself, as audiences are able to “escape” their lives and watch the lives of others. Another audience gratification that is provided is identification. Audiences are able to identify themselves with the contestants on the show as they are “ordinary people”. This encourages audiences to personally identify themselves with the show and aspire to fulfil their dreams like shown on reality TV programmes.
“The genre covers a wide range of programming formats, from game or quiz shows which resemble the frantic”. The ‘X-Factor’ and ‘Britain’s got Talent’ are classified as talent shows. They satisfy both extremes of the public needs; one of the unknown individual to achieve fame and fortune and the other to fail miserably and gratify the audiences need for comedic entertainment, which can be considered an important British value. Therefore it is fair to say Britain values humour as it is always expected and anticipated in reality shows, reflecting on how much audiences enjoy the humorous aspect within the shows. This first emerged with the hit series of “Big Brother” “in the year 1999 attracting 3.4-4.0 million viewers.” However, this binary opposition of success and failure has in some aspect become a norm for reality TV talent shows in Britain. Our British society has adapted to this form of television, where they would laugh at the expense of others, which some may argue is being conveyed through iconographies shown on screen along with the typical codes and conventions of a reality TV talent show. Audience gratification is provided by contestants either being “booed” off stage or delivering an astounding performance. The portrayal of this opposition not only attracts a mass and diverse audience but also promotes the show and the contestants. Levi-Strauss argued that these “oppositions reveal our tendency of classifying our complicated reality by giving explanations” . This in regard to shows like the ‘X-Factor’ and ‘Britain’s got Talent’ indicates, that the use of binary oppositions within the reality TV genre helps classify the contestants on whether they are considered good or bad. This then gives the audience a sense of superiority as based on their judgements, they are able to vote to save whom they regard as most worthy. Therefore the use of binary opposition helps audiences classify acts giving them a reason to judge their acts and keeping them engaged with the show. This is a reason for why reality TV talent shows could be seen as so popular. In addition, the idea of voting allows audiences to have their say, gratifying their needs of freedom of speech. By allowing audiences to vote for their favourite contestants, the programme offers the audience democracy. Democracy is an important British value and audiences value the democracy present in British society.
Looking closely at The X Factor and Britain’s Got Talent, it can undoubtedly be argued that these so called “reality” shows have in some ways been constructed to appeal to their mainstream audience. Therefore some say “reality no longer means what it meant”. However Critics claimed “events on screen are manipulated through editing and other post-production techniques ”, for example, the extreme exaggeration presented on both shows gives the audiences a reason to believe that the show is “unreal” or “constructed”. An example of this in regard to both shows is the sudden glamorisation of contestants. This includes their outfits, lighting, sets, promotional photos and new looks. All this put together works to provide certain audience gratifications such as having a personalised relationship with glamorous people or even the gratifications of seeing that hard work pays off. This links in with the Reception Theory, which is “the way individuals receive and interpret a text, and how their individual circumstance affects their reading” . This is proven true by many media theorists such as David Phillips where everything on screen is interpreted differently, for example, those of a working class status would consider shows like the X-Factor and BGT to be very glamorous. This is because the range of shots used for example, Low angle shots of Cher Lloyd allows her to look very superior and the viewers inferior as we feel as if we are looking up at her. The use of high key top lighting also plays a major role as it connotes brightness suggesting there success and happiness while performing. However on the other hand, the use of non-diegetic emotive music heard when revealing the results for example in the final episode of X-Factor and BGT, reinforces the typical conventions of “reality” and therefore suggests the idea that reality TV is constructed. This is because the use of non-diegetic sound for example a heart beat replicates exactly how the contestants are feeling and also get the audiences at the edge of their seats. This exaggeration of music creates “hype” within the studios and for the audiences as they anticipate the results. The back stories of contestants also reinforce the ideologies of reality TV, a contemporary example of this would be X-Factor 2010 during the bootcamp where Matt Cardle talks about his personal life, how it has changed and most importantly what importance the next song that he will sing holds for him. These back stories are shown for all contestants. This shows the contestants are ordinary people like its audiences, and therefore audiences are able to personally identify themselves and build a personalised relationship between them, resulting in the show becoming more popular. Furthermore, the shows use of ordinary people creates working class heroes. For example, Mary Byrne in X-Factor 2010 was transformed from an ordinary lady working at Tesco, to a glamorous “working class hero”. This image of her had been constructed from her very first audition in episode 8 where Louis Walsh said “it was one of the most real auditions of the whole day” suggesting they love her simplicity. Her image was further created when Cheryl Cole said “that was my favourite audition of Dublin” and Simon Cowell said “I think you have the best voice out of everyone who has auditioned today” , this boosts her image as she is greatly praised, transforming her from the “ordinary” person to a “working class hero” within her first audition. Also, the episode broadcast on December 5th was when Mary had been voted out the competition, yet she still appeared on frontline newspapers and magazines such as The Sun and OK magazine even though she had been eliminated from the show, clearly portraying her transformation form an “ordinary person” to a “working class hero”. This gives the audience a sense of hope that anyone can achieve fame and implies Britain takes pride in watching someone’s life change for the better, suggesting it could also be considered a British value.
“The shows vary in theme and material and every show is designed to attract the biggest possible audience.” This highlights the fact that reality TV is produced in the interest of its audiences suggesting that British society are adapting to this “relatively new form of entertainment” in comparison to their daily dramas. With this it is suggested that British Society enjoy watching “top notch” programmes such as X-Factor and BGT as it is out of the ordinary where the most common man becomes a celebrity over night. A clear example of this is Britain’s Got Talent and the performance of Susan Boyle in 2009 - episode one. This is where Boyle blew the audience and the judges away with her amazing talent which was really not expected of her. Pierce Morgan said “Without a doubt that was the biggest surprise I have ever had in 3 years on this show” she was then seen on every news channel and paper not only in the UK but also nationwide for example on CNN. This creates publicity for the show and therefore it becomes very popular. The portrayal of any person turning into a celebrity is the main reason for why the British Society enjoy watching such shows. “The repetition of representations and ideologies across texts and platforms acts to reinforce and naturalise certain ideas.” For example fame can be achieved by any one and not just the elite as Antonio Gramsci refers to in his study of Hegemony. Therefore this gratifies the audience’s need of entertainment as well as personal identification. As a result, reality can be considered as reality as “representations are created and used” from these shows creating positive publicity and therefore increasing the popularity of the show.
In addition, both shows use different ways to gain a larger audience. They create an emotional attachment with the audience when they broadcast contestants going back home and visiting their family and friends. This helps personalise the relationship the audience share with the contestants. This is because those who have family and friends would be able to identify with the contestants, therefore it creates emotional bonds between them. By strengthening these relations, it enables both shows to reach out to a larger audience. “The bigger the audience, the more money the shows make” . This is typically true as the bigger the audience the more audience interaction they gain. For example more people call in to vote giving the institutions a higher revenue. It could also be argued that the voting system is another form of democracy as it makes the show increase its popularity as audiences feel they have power in the sense they could eliminate contestants and most importantly take on the role of a judge in their own comfort zones at home, like Phillip Rayners quoted that “it is the audiences that are now in control” therefore, like politics, the X-Factor inspired members of society to run campaigns in order to promote a certain candidate win. For example in the 2010 series of X-Factor, campaigns were held through viral marketing in order for Wagner to win. This is a clear example of democracy and how popular the show is as a result.
In conclusion, there are many reasons for why Reality TV talent shows are considered to be so popular. It is an ever growing genre appealing to a mass and diverse audience offering an alternative to traditional television genres. The reality TV genre borrows successful conventions from other TV genres such as comedy, drama and documentary to achieve a broad audience appeal. Both, The X-Factor and BGT accept those from all different ethnic minorities and of all ages. This rejects ethnocentric ideologies and therefore increases the show’s popularity and audience and reflects contemporary values within a multi cultural society. It is clear that the main value of British society is that they enjoy supporting the “under-dog” throughout their journey in the show. This is done through the voting process as they enjoy watching people pursue their dreams. Also, democracy can be considered another important British value included in reality TV programmes which provide the audience with a sense of power and therefore gratification.

Exam Practice Questions

Watch an episode of a contemporary reality game show. In what ways do the editors construct contestants into particular character roles? Is this helpful for the audience or does it manipulate audience responses too far?
There are many character roles present in today’s contemporary world of game shows as they vary on the contestant’s personality. For example in shows like Big Brother which is famous forb its voyeuristic footage where there are diverse people from all different parts of the world and ethnicities all living together under one roof is known as one of the most popular reality TV show that creates stereotypical stereotypes and alternative representations. In the 2009 series, there was a lot of controversy present as Jade Goody had been labelled and given the character role of a “bully” whereas, Shilpa Shetty on the other hand was given the character role of the “innocent victim” the reason for why Jade Goody was stigmatised with this label was because of her “aggressive” nature as she always get into multiple fights and arguments with different members of the Big Brother house. However, the shots in which Jade Goody was presented on screen with reinforced her given character role. For example in episode 12, the whole show was focused on Jade Goody and her aggressiveness towards others. She was shown in low camera angles, making her look a lot more dominant, aggressive and infuriated. Whereas Shilpa Shetty was being looked at from high angle shots, almost like a birds eye view shot, making her looking timid and inferior to Jade. Other character roles that were constructed were of Jermaine Jackson, as he was given the character role of the “saint”. This is because he was always shown on screen trying to either stop or prevent an argument. He was always presented in medium close ups, sitting down peacefully, or getting along with everyone else. This may have been because of his highly reputable name. Following the hegemonic structure, he is very famous and well known; therefore the institutions will only portray him in a positive manor, as he is considered elite himself. However, Jade Goody was an easy target to be presented in such negative manors as she is not famous or well known and certainly does not have a reputable name; therefore it is easy for institutions to place her in character roles that they would not be able to place anyone else. Therefore hegemonic structural values are clearly evident as the elite favour the elite, as they are powerful and the dominant ones within the house, in comparison to those that are considered the subordinate characters. As a result it clearly manipulates audiences responses too far as shots reinforcing negative ideologies are hypodermically injected into the audiences minds and therefore act upon their opinions, by out voting that contestant. This also gratifies the audiences need of entertainment as it gives them pleasure by voting off the contestant they don’t like, giving them a sense of superiority as it empowers audiences to pick and choose who they want to stay on the show and who they don’t want.

Exam Practice questions

Compare and contrast the representation of teenagers in the two texts.

The game Bully trailer portrays teens in a negative light. This is done in many ways for example, the way in which the boy is dresses, goes against the social moral codes of how a teen/ schoolboy should dress. For example, in the trailer his shirt is un-tucked, which stereotypically is the get up of those who act deviant by going against the rules and regulations of the school creating negative representation of young teenage boys. Also, the way in which he is presented reflects the negative representation of teens as he is shown as the typical yob, which always causes anomie within society and social surroundings. He is shown as bullying other school kids, clearly suggesting he is deviant as he goes against the typical codes and conventions of behaviour on the school premises. This hypodermically injects the idea into the minds of young teenagers that acting rebellious within school and society is acceptable, whereas in reality it isn’t, therefore this may cause conflict as it may encourage teens to act in this inappropriate manner. Also, teenage school girls are also represented in a negative manner as they are shown making out with other school boys, reflecting them as sexual objects, especially through the way in which they are dressed and presented to the audiences. They are shown wearing short miniskirts, with their shirts hanging out. This follows the typical conventions of a deviant school girl, who are stereotyped as most likely becoming teen mums as a result of their sexual behaviour, as shown in the trailer. These stereotypes of teenage mums are reinforced through representations like these as miniskirts connote a sexually sinister school girl character who would be more than happy to break away from the norms of society by acting and dressing inappropriately. Similarly, Skins trailer also represents teens negatively. This is done through the montage of shots you are faced with of teens getting high and being sexually active. These are actions that are being carried out illegally and under age, therefore clearly suggests they are deviant as they are breaking the law, norms and values of society and instead leading the path of rebellious teens, who always causes anomie within society and social grounds, the same way shown in the bully trailer. They are also dressed the same as shown in the Bully trailer, as they all are dressed untidily in their school uniforms stereotypical signifying the “naughty kids”.

Easter Homework Tasks.

Task 1

1) Compare and contrast the representation of teenagers in the two texts.
(8 marks)

The game Bully trailer portrays teens in a negative light. This is done in many ways for example, the way in which the boy is dresses, goes against the social moral codes of how a teen/ schoolboy should dress. For example, in the trailer his shirt is un-tucked, which stereotypically is the get up of those who act deviant by going against the rules and regulations of the school creating negative representation of young teenage boys. Also, the way in which he is presented reflects the negative representation of teens as he is shown as the typical yob, which always causes anomie within society and social surroundings. He is shown as bullying other school kids, clearly suggesting he is deviant as he goes against the typical codes and conventions of behaviour on the school premises. This hypodermically injects the idea into the minds of young teenagers that acting rebellious within school and society is acceptable, whereas in reality it isn’t, therefore this may cause conflict as it may encourage teens to act in this inappropriate manner. Also, teenage school girls are also represented in a negative manner as they are shown making out with other school boys, reflecting them as sexual objects, especially through the way in which they are dressed and presented to the audiences. They are shown wearing short miniskirts, with their shirts hanging out. This follows the typical conventions of a deviant school girl, who are stereotyped as most likely becoming teen mums as a result of their sexual behaviour, as shown in the trailer. These stereotypes of teenage mums are reinforced through representations like these as miniskirts connote a sexually sinister school girl character who would be more than happy to break away from the norms of society by acting and dressing inappropriately. Similarly, Skins trailer also represents teens negatively. This is done through the montage of shots you are faced with of teens getting high and being sexually active. These are actions that are being carried out illegally and under age, therefore clearly suggests they are deviant as they are breaking the law, norms and values of society and instead leading the path of rebellious teens, who always causes anomie within society and social grounds, the same way shown in the bully trailer. They are also dressed the same as shown in the Bully trailer, as they all are dressed untidily in their school uniforms stereotypical signifying the “naughty kids”.

2) Consider the view that the current representation of teenagers is simply another 'moral panic'. (12 marks)

Teenager are represented negatively as shown in the Bully trailer, and E4 Skins trailer through the way they are dresses and acting, as they are shown acting rebellious towards the social moral codes of schools and expected norms and value of society. however they are also represented negatively in the news on both print and broadcast platforms. For example the over exaggerated titles of “knife crime increase” or the stereotypical names for teens that are repeatedly used such as “yobs” and “rebels”, help over exaggerate the issue adding a lot more emphasis to the immoral characters that teens stereotypical have. Therefore these obvious exaggerations aid in causing a moral panic, as titles suggesting increase in crime or anti social behaviour immediately causes havoc within society, as people start to live in fear of teens, as they are constantly drawn to the attention that teen crimes are on a high. Therefore these assumptions, or ideologies are injected into the readers mind using the hypodermic theory, as they then believe that teens are viscous and are out to commit crime. This labelling, and stereotyping, reinforces the negative representations that teens are already given and or associated with. Moreover, the dress sense teens have today, is in some way misunderstood and helps in reinforcing negative representations of teens. For example, the dress sense of teens where they wear low jeans, baseball caps and hoodies, are stereotypically classified as clothing of someone who has anti social behaviour. These clothes connote deviance and therefore when worn by teenagers, others are mislead into thinking they are rebels as a result of the stereotyping and negative representations that are injected into their minds causing moral panics. However on the other hand, these representations can be considered just another moral panic as what we are shown isn’t always negative. For example programs such as junior masterchef, offer alternative representations and oppostional readings, for example, teens that enter the cooking competition, are presented as talented, passionate and dedicated. Therefore it can be considered as simply just another moral panic. This is because teens are shown as being dedicated and skilful in this show as they fight to impress and fulfil their ambitions of becoming a chef, portraying their good spirit and passions for what they love and enjoy best, which with no surprise is not committing crimes.
3) To what extent has new and digital media given younger audiences the opportunities to shape their own media representation (12marks)
New and digital media as in many ways given young audiences the opportunities shape their own media representations. For example through the E-media platform, teens are now able reflect themselves and their personalities on networking sites such as Facebook. This is done through their interests and pages that they like or are fans of. This allows others to have an insight on what the person likes and takes interest in. for example someone who is a fan of Justin Bieber and takes interest in poetry, is less likely to be out there and commit crimes. Therefore not only does it help foretell what the person is like but also creates a certain representation about themselves and of the friends that they may have. This is also done through sites such as Twitter, where teens can follow their celebs, for example if a teenage boy was following all celebs who rap about drugs sex and money and likes pages that also have aspects of drugs and violence, it is quite obvious, this person is exposed to illegal actions and takes interests in such things, therefore are most likely to be associated with such things at a later age. Therefore it is clear, teens are given an opportunity to reflect him selves in a certain way, and create certain representations of themselves through networking sites as listed above. However on the other hand, the media doesn’t allow youngsters the opportunity to shape their own representations as they are heavily influenced by the media and therefore are more likely to act the way in which it is expected of them and in some ways which is the “normal”, therefore anything they wish to do with their own will, may be refused as they would feel out of place, as a result of other ideolgies being injected into their minds, influencing them and shaping their representations for them instead of letting them do it themseleves.

3) Developments in new/digital media mean that audiences can now have access to a greater variety of views and values. To what extent are audiences empowered by these developments?
There has been a major increase in UGC user generated content resulting in the increase of power amongst the ordinary public. This is shown through things such as citizen journalism where audiences have now essentially become producers rather than consumers, and more active audiences rather than passive. This is by uploading their own footage for example to send to the BBC regarding latest traffic reports, which may then be broadcast live on TV. Therefore this empowers audiences as they are able to take part in things being said and done, rather than just consuming it.
Also, the major increase in social networking sites have also in many ways empowered audiences, this is by them being able to freely express their beliefs and values on things. For example, on Facebook, registered users are able to like pages, comment and become fans on different pages. This empowers audiences as it gives them the right to freely express themselves on what they like and what they don’t like. Likewise the increase in blog users over the last few years also empowers audiences, for example people create blogs on things that interest them, whether this being a campaign for political reasons or just a blog in order to inform others. This gives them the right to be able to express their opinions without any hesitations. Although there may be a few restrictions for example on sites such as Youtube where some of the material uploaded may be removed or restricted. However this does not limit the power of audience it just makes them cautious on what they can upload and cant as sites such as Youtube is used by a diverse range of audiences of all ethnic backgrounds and ages.
Moreover, a Marxist perspective on this would be that they feel although audiences are given a freedom of speech via networking sites etc, audiences do not have full power over what they believe. This is because they are being influenced by the media and those at the hierarchy. And example of this is Rupert Murdoch who owns The Sun and other tabloid newspapers. Realistically we consume the news that he wants to feed us. Therefore we are hypodermically injected with certain ideologies and beliefs therefore we are not fully empowered as those at the top of the hierarchy control what we consume and what we don’t, and this is also referred to as the hegemonic structure.

Task 4

What is the effect on the audience? Use as many theories in your answer.
http://www.youtube.com/watch?v=S71zfCAagZg

Kung Fu Hustle is an action packed film which has many violent scenes. However the musical in the background goes with the fight scene adding a humorous feel to the scene as if it was no big deal. There is a lot of kung fu in this scene where you are continuously faced with moves that are made to look extremely painful. This is done by adding exaggeration to the scene, as they use non diegetic sounds of bone cracking and breaking, this then is injected to the readers brain to make them feel and think as if the fight scene is serious and real. This makes the scene look and sound a lot more serious and frightening as the audiences are repeatedly listening to the crackling of bones and painful noises made by the men. As the audiences are lead to believe it is a painful and violent scene, it also injects the idea that it is real, this is done through the visual effects used, where the actors are fly kicking in mid air and taking on a group of 500 people at once. The audiences are aware that realistically it is fake, however the film makes it look real as they are literally touching each other at every action move, whereas in the past they would hit from a distance in a fight scene. Also, the blood shown on screen seems fake but is then thought to be real, as once again the action presented seems so real. However there is also a hegemonic structure present, of who is most powerful. Which in this case is the three men who take on an army of other men alone. This presents them as most powerful and follows the conventions of being the protagonist as they are represented as the heroes. The over exaggeration of sound effects can lead to the audience being desensitised as they may not realise how dangerous this kung fu fight could be if in any case it were to happen in real life or if anyone to actually carry out any kung fu or karate.
Task 5

http://www.youtube.com/watch?v=8dbDJzDV1CM&feature=related
dominant reading:

A scene containing humor. Homer is uneducated and is like always being comforted by his wife. (typical gendered roles represented)
Oppositional reading:
Mocking those who are uneducated, making them feel useless, thick and blonde.
Negotiated reading:
Although, it is mocking uneducated people, the show itself is made to gratify the audiences need of humour, and is famously known for its humorous jokes and stupidity, therefore the mockery cannot be taken seriously.

Media Essay

It has been said that media representations often reflect the social and political concerns of the age in which they are created. Discuss.

In today’s modern society, mostly all media texts portray certain types of representations. In general, representations can either have a positive impact on individuals and society or a negative impact. There are many reasons for why different representations are created depending on certain age groups. For example teen knife crime specifically targets the teenage age group of 13-19 year olds as they are stereotypically represented and associated within this subject area along with being the most involved in knife crime.

Issues such as teenage knife crime create major social concerns within society. For example, news reports on the increase in street knife crime amongst teens, creates a moral panic within societies, especially the cities in which these crimes are taking place in. By creating moral panics, a great deal of awareness is made public and therefore more crime prevention acts will be put in place in order to calm the anger and fear of society members. However on the political side, the government could be held responsible as it could be argued they are not doing enough to keep our streets safe and give more opportunities to youngsters so that they do not resort to extreme measures such as committing crimes. This will then question the reliability of the government as they would be seen as the real culprits and therefore will cause ripple effects within society as it could become dysfunctional and cause anomie. This in comparison to historical representations of teens differs majorly. Back 30 years ago teens were essentially represented as ‘miniature adults’. They were given households and family responsibilities at an early age and were expected to earn good with a job in hand. Whereas in today’s society, teens are mostly dependent on governmental initiatives such as EMA, Job seekers allowance etc causing them to get involved in unnecessary problems. This stereotypes them as rebels as they are causing un-needed trouble as a result of being caught in the spirit of age (Zeitgeist). Therefore, political and social concerns are represented in a negative light for the specific age groups of teenagers.

On the other hand, women are represented in a negative light as they are sexually objectified for example in The Sun page 3 or magazines such as Lads Mag and Men’s health. Here women are represented as deviant as they break away from the typical traditional values that women are expected to have. For example, they are expected to have motherly natures and self respect, whereas in today’s day and age women are sexually objectified for other men to take pleasure from. However this is a result of self objectification which is why women can be represented as deviant as they are objectifying themselves out of their own will. This intertwines with the ‘femme fatale’ which was introduce in the 1940’s where women were breaking out of the typical values of a women as they were housebound. Whereas, the ‘femme fatale’s’ did the total opposite as they were represented as being “mysterious, seductive and deviant” like shown in double indemnity in contrast to how they are expected and should be which is “simple, caring, and obeying” this caused major social concerns, especially for men as their masculinity was at risk causing them to build misogynistic opinions regarding women. This is because women were doing things that only men should have done, in the sense of dressing up in suits, smoking cigars etc. Also, this caused concerns for women as members of society feared that other women will be influenced and therefore anomie will be caused within society. Judith Butler talks about gender performance being “undone”. This refers to in some aspects, becoming the opposite sex, in which case is true of the femme fatale.

In addition, magazines such as the “Lads Mag” is aimed to gratify the needs of visionary pleasure for men. This promotes voyeuristic behaviour as men are tending their needs without the other person knowing they are looking at them. This causes social concerns within society as people are accepting this type of voyeurism as they are doing all of this is covertly, and forming typical representations of women, by stereotyping them as sexual objects. This then will effect in influencing their minds where in effect they will treat women according to the opinions they form of them therefore will cause major social concerns within society.

Media Essay

“Digital media have, in many ways, changed how we consume media products” who do you think benefits most audiences or producers?

In today’s modern society, the media has in many ways changed the way in which we consume media products. It has essentially made it a lot easier for audiences to consume media products as a result of new and digital media, in specific; E-media. In comparison to print and broadcast platforms, which were once categorized at the top of the hierarchy, E-media has now taken over and is considered one of the main platforms in regard to media consumption, as audiences have now become active whereas they were once considered passive. Unlike before, Web 2.0 and new and digital media has now enabled audiences to consume media products more actively as now they are considered producers as well as consumers. This is achieved as audiences are now able to voice their opinions as a result of UGC (user generated content). This gives them power and in effect changes the way in which we consume media products today.

The use of E-media has incredibly increased over the last ten years according to the ‘Podcast News’ where people spend 32.7hours a week on the internet. This can be considered a result of the audiences increasing interests in social networking as 23.6hours out of 32.7 is spent on social networking sites alone. However, current major Social networking sites such as Facebook and Youtube that had emerged in 2004 have now over a million registered users. This indicates that social networking sites have now become a “norm” for society as it gratifies audiences need of entertainment as well as social interaction. Therefore everyone now feels they need to be a registered member because if they are not, then on some occasions they feel they aren’t fitting in as well with others that are. Furthermore, although using Facebook for example eliminates communication problems that people may have if they are shy or physically unable to converse face to face, sites such as these enable them to gain their confidence and communicate via networking sites in various ways e.g. Facebook chat and private messaging. This also gratifies the audience’s need of support in regard to communication. However Facebook is now being criticised for “dumbing down” its audiences according to Marxist theorists such as Karl Max. Marx argues sites such as Facebook and Youtube are exploiting the minds of the vulnerable. He describes this as the “elite” dominating and undermining those under them. This is done through majority of the adverts seen on networking pages that are paid to be there or even messages being sent out to branch out in business matters. This according to Marx influences how we think and therefore we as passive audiences are unconsciously being brainwashed. Therefore to an extent it can be argued that we as audiences are now consuming media products in the way we are influenced by the elite to do so and in effect the elite benefit the most.

Networking sites are now leading its audiences to become fully dependant on them. Facebook which is now owned by Google gratifies their needs of entertainment and social interaction. Therefore, people now communicate via Facebook and Twitter a lot more than they would in real life. As a result we consume media products a lot more as we are now fully dependent on the internet’s networking sites spending majority of our time on it and in effect creating a privatised relationship with the internet by revealing our personal details and communicating through websites. This reveals how much we rely and trust networking sites, as we are more than happy to reveal personal details over the internet. However, media convergence has played a major role in changing the way we consume media products and creating that privatised relationship with networking sites. Smart phones i.e iPhone and Blackberry’s all have Facebook applications and Youtube apps luring its audiences into using them a lot more frequently. This is because it allows consumers to access things in their own time and space, and therefore meeting their needs. As a result it reaches out to a mass audience and gratifies their needs, giving them the power to chose when and where to visit and communicate via networking sites. Therefore, overall audiences are given a lot more power as a result of web2.0 and new and digitial media which effects how we consume media products as we now consume, produce and do things according to our own will as active audiences.

Task 5

Who are the primary taret audience now and has this changed? Who was it before and how do you know?

Text : The Sun - Current Target audience - Men - and those who are between the ages of 18 - 50/60. Original target audience - men between 18 -50. This is beacuse the paper has not changed its substances and as half of the back section is dedicated to men realted sports it is clear the paper is primarily targtted at thm. this is reinforced through page 3. as this also targets men as their primary audiences.

Text : Heat - Current Target audeince - Women - those between the ages of 18 -30. Original Target audience - women 18 - 30. This has not changed as women have now got a busier lifestyle therefore read a lot less, and so the Heat provides quick gossip to suit their needs.

Text : MTV - Current target audience - men and women - original target audience men - this is becauase most shows were male dominated e.g through male actprs, artists celebs etc. however only recently have they shocased females fame. e.g missy elliot and mariah carey etc.