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