LO4: Task 5: Updates

LO4: Task 5: Feedforward Sheet

LO4: Task 5: Feedback Sheet

LO4: Task 5: KTA 1: Vlog 5: Effects and Impacts of Media Products on Audiences

Audience effects theory

•      Hypodermic Syringe Theory:

This school of theory believes that audiences are passive.

Passive audiences take everything in

•      Reception theory:

This school of theory believes that audiences are active

Active audiences don’t just passively take everything in but can be often actively involved.

The content of Big John at Breakfast on Hallam FM can be considered to have both active and passive effects on its audience because of the content on the show.  The advertisements, which has been suggested by theorists such as Adorno, are media products that are considered to have an impact on the audience- advertisements have always been considered to have a strong effect on an audience. However audiences have the choice of what to take in or not and this is considered the active audience theory. Theorists who have suggested this are Stuart Hall (1980) with regards to his encoding/decoding model, and older theories such as the ‘uses and gratifications’ from Denis McQuail (1972).  With reference to Big John At Breakfast and the radio industry – key presenters are media personalities who might influence the audience. This is known as the ‘Two Step Flow’ theory – People will listen to the opinions of Big John and he becomes and opinion leader.

1) In terms of the passive theory adverts that could be considered to have an impact and influence the audience are big brands such as subway and Cineworld. Other adverts, however, that are not as well known is Burrows, a local car dealership. Audiences may filter these and not be as influenced – this relates to the active theory. The topics Big John discusses in the show are family related as the show was aired at Christmas time. In this sense he is an opinion leader and could act as an expert on, or have the potential to influence people about where to shop, what to watch and which music they should listen to.

2) Janine Jones is represented on the show as the bubbly female that relates to the majority of the women in the audience. Producer James is a conversation contributor; the variety of these personalities is needed so that the audience can listen to different opinions of people.

3) Regulatory bodies such as Ofcom and ASA link to how fair representations of audience members (including gender, age, ethnicity or disability) are portrayed through broadcasting code and the BCAP codes.  PRS is the performing rights society, and relates to the radio advertising production music license. The PRS gives radio stations unlimited access to the members’ production music. This license applies to radio stations that make their own adverts and commercials and radio stations that commission radio producer’s o make adverts specifically for them. The license gives radio stations unlimited access to copyrighted music in return for an annual license fee you can use as much production music in as many radio adverts as you like a point third party producers to produce your adverts. Music royalties on the radio is a usage based payment made by one party who owns a license to another to the right of an ongoing use of a track. Therefore the artist gets paid each individual time the track is used on the radio. The PRS distribution policy outlines all the methods they use for making performing right. Hallam FM follow these regulatory bodies by ensuring all of their content is suitable for a range of audience. They’re fully licensed, and thoroughly stick to the ASA and Ofcom regulations as they are a family show. 

LO3: Task 4: Updates

LO3: Task 4: Feedforward Sheet

LO3: Task 4: Feedback Sheet

LO3: Task 4: KTA 1: Vlog 4: Advertising and Distribution of Specific Media Products

Hello and welcome back to Learn Media Direct.  Today you are going to be learning about broadcasting radio via DAB and multiplexing.

DAB stands for Digital Audio Broadcasting.  It is a way of broadcasting radio digitally via a network of transmitters. It provides listeners with more choice, digital sound quality and more information. Because of the way DAB technology works; broadcasters can transmit many more stations than ever before. Listeners in most major towns and cities in the UK can receive between 30 and 50 radio stations with a digital radio, in many cases that's more than double what's available on analogue.  Analogue transmission is a form of old broadcasting, which is transmitted by FM and AM.  Analogue transmission has now been taken over by DAB as it uses the spectrum more efficiently than analogue making it more possible to broadcast more channels on the same frequency.

Because DAB broadcasts computer code, known as binary, it can be compressed.  When multiple programs are compressed into one spectrum, this is called multiplexing. 

This diagram will help you understand how analogue and DAB work.  Digital multiplexing allows audiences to have more choice of radio stations.  In each area, a number of stations broadcast together in a multiplex.  The multiplex operator holds a license and builds a transmitter network.

Bauer Media own their own multiplex, which they have regionally, where they broadcast both local and national radio stations, such as Hallam FM.   Bauer’s South Yorkshire multiplex is the only one in Sheffield therefore other local radio stations such as BBC Radio Sheffield pay Bauer to use their broadcasting system.

That’s all for now! Short but sweet and I hope you now know about multiplex broadcasting.   Thanks from Learn Media Direct.

  

Once again, welcome back to Learn Media Direct.  Today we will be discussing advertising and how radio stations, such as Hallam FM are advertised.

Advertising plays a major role in promoting and getting something out there. Hallam FM are advertised by Bauer Media on their website portfolio.  They also pay advertising companies such as Clear Channel to advertise the station via billboards, on the side of busses, in bus stops, on television and online.  

In order to advertise successfully, Bauer Media must  regulate to the  codes set by the ASA. They must ensure they do not…

1)   Promote violence or sexual content

2)   Discriminate against race or gender

3)   Promote alcohol or drug use

4)   Must not mislead or offend the audience

5)   Must be appropriate for a variety of audience members

That’s all for now! Cya

  

LO2: Task 3: Updates

LO2: Task 3: Feedforward Sheet

LO2: Task 3: Feedback Sheet

LO2: Task 3: KTA 2: Vlog 3: Target Audiences for Specific Media Products

Hi! And welcome back to Learn Media Direct.   In this video you will be learning about media theories, uses and gratifications and marketing theory.  I know this sound long and boring but we’re going ensure you get your head around this – the fun way!

All the way back in 1987, media theorist John Hartley, suggested that media producers must enter into a relationship with their consumers.   In context to Hallam FM, this means that they must engage with the listeners to ensure that they feel connected to the station and the presenters.

In 1991, Ien Ang said that producers should create invisible fictions or imaginary entities before creating a media product. With this in mind, we’ve created a dream audience profile of Big John @ Breakfast to help you understand these theories in depth.

Firstly, we thought about what type of people tune into Big John @ Breakfast.  Using our own knowledge and Bauer’s listener profile, we have discovered that mum’s are the number one listeners to the show as 51% of female aged 25 to 45 have the largest demographic target age.

We’ve created a mood board with all of the things an average listener of the Breakfast show would stereotypically enjoy.  Things like TV soaps, Iceland Frozen Foods, Michael Buble and 50 Shades of Grey are of interest to these types of people.  The average mum watches the soaps because they can relate to it and it provides an alternative reality.  This is a voyeuristic value of soaps.  This simply means to take pleasure out of watching them.  People enjoy the problems and issues in these programmes without it affecting their lives.  Soaps are also the stimulus to social conversations.   Iceland Frozen Foods have targeted mums via their advertising.  The shop is notorious for it’s cheap, affordable food, which benefits working class/underclass families.  Michael Buble is known amongst all older women as a ‘sex symbol’ as they find him highly attractive and a ladies man.  Mums love the 50 Shades book series by E.L James because, like the voyeurism of soaps, this provides them with an intimate alternative reality.

In 1987, Denis McQuail did some research and suggested that there are 4 main reasons why people use media products.

Number 1. Personal Identity

This means to mould their own behaviour, style and personality around products they consume.  

Big John @ Breakfast creates a personal identity for their listeners by advertising which shops their listeners should buy clothes at, which restaurants they should eat at and even what music they should listen to.

Number 2. Personal Relationship.

This means to create a basis for conversation in social situations.

Big John does this by discussing the local news, gossip and TV biz.

Number 3. Surveillance

This means to find out information about something.

In relation to Hallam FM, Big John @ Breakfast uses this by broadcasting the local traffic updates, school closures and local news.  It also announces the local events in the local area such as who is playing at the Arena and whom each football team are playing at the weekend.

Finally, number 4. Escapism.

This means to use media to ‘get away’ from reality and to enjoy the entertainment.

Big John @ Breakfast gives their listeners escapism by having all different types of competitions where their audience can get involved.  For example, Big John Pays Your Bills! This competition allows their listeners to ring in and win a chance for their bills to be paid up to the value of £250.  It is sponsored by Robin Hood Airport Doncaster Sheffield.  This competition is very thoughtful to their audience as they are aware that everyone may be struggling for money following the expenses of Christmas and New Year.

In 1983, media theorist Jeremy Tunstall did some research and came up with the Media Consumption theory. He said that media is consumed in 3 ways.

1.     Primary.

This means that the consumer really concentrates on the medium.

2.     Secondary.

This means that the consumer is doing other things whilst the medium is on.

3.     Tertiary.

This means that the consumer is paying subliminal attention to the medium and it is playing in the background.

Now that times have changed, due to new technologies, radio is now a primary media as you can broadcast it whilst sat on the bus, whilst doing some revision and even whilst laid in the bath.  In terms of Big John @ Breakfast, new technologies have helped the show interact with the audience more.  Listeners can now text in, ring in and even tweet the show to request their favourite song, update the traffic news and get involved with the competitions.

Media producers use the marketing theory in order to be successful.  This theory is called AIDA.  It stands for Attention, Interest, Desire and Action but we’ll go through in order to tell you what each piece of it means and how it is used in Hallam FM.

A – Attention and also awareness.

This basically means to attract the attention of the customer. Big John does this by being very friendly, upbeat and down to earth.  His exciting tone of voice engages the listener, making them enjoy the show.

I - Interest.

This means to raise the customers interest by focusing on and demonstrating advantages and benefits (rather than focusing on features, as in traditional advertising)  Hallam FM do this by advertising local businesses, promoting themselves on busses, sponsoring local football teams and broadcasting local events.

D – Desire.

This means to convince customers that they want and desire the product or service and that it will satisfy their needs.

Big John @ Breakfast creates a financial desire with their listeners as he has competitions where the listener can win huge amounts of money.

A- Action.

This means to lead customers towards taking action and/or purchasing.  Hallam FM does this by encouraging their listeners to get involved by requesting songs.

Aida applies not only to adverts but also to Hallam FM as a whole via shows and the Bauer brand in order to connect with their audience efficiently.

It is important for media producers to target A,B and C1 readers as this covers 55% of the population and they are the biggest audiences which attracts advertises to buy/listen to these products.  

We are sadly at the end of another blog.  I hope you’ve learned a lot about marketing, uses and gratifications and how Hallam FM uses these.   Thanks for watching from Learn Media Direct.