Representation of Technology

Consider these three adverts

How is technology represented in each?

• what are they saying about technology?
• what are they saying about consumers of technology?
• what are they saying about how we use technology in our lives?
• which media theory[ies] might be applied to account for the above?
• how accurate do you find each advert?

TEST 1 : Samsung Galaxy

https://www.youtube.com/watch?v=QR8A3T6sPzU

TEXT 2: Apple

https://www.youtube.com/watch?v=jiyIcz7wUH0

TEXT 3: Apple

https://www.youtube.com/watch?v=ODmfmUWqlSA

IDEAS

One of the key issues here is that Samsung do not mention 'Apple' by name but the mise-en-scene makes it clear that it is Apple that is being referenced.  Note that the references are not [in themselves] negative,it is the way the updates are talked about and those who are doing the talking that construct a negative representation.  They are 'over the top', they seem obsessive [geeky?] and almost too eager to be 'cool': these are what are called the 'early adopters', those who must have the latest and then spend their time convincing others how great their new design is.
There is verisimilitude created by the mise-en-scene [we have all seen the queues; the hype]. Samsung users appear cool without really trying to be so.
Consider how Apple markets itself - no mention of the product, all about the feeling of the thing, the sense of empowerment and creativity.  

text comparison and analysis task

We need to consider some of the issues in section A of the examination

[a] watch each text 3 times

[b] make notes on the task below

Text One:

https://www.youtube.com/watch?v=wIUXvxoqpDg

Text 2:

https://www.youtube.com/watch?v=WFKwzBj43PQ

Task: Wider contexts style task

How have developments in digital media impacted on the way that audiences consume the output of broadcast institutions such as ITV? 

revision ideas for A2 exam

BBC Music Piracy Resource:
http://m.bbc.co.uk/news/technology-27330150

APPLE and BEATS. Channel Four News:
http://www.channel4.com/news/apple-dr-dre-beats-buy-music-tech 

What does Apple want from Dr.Dre? BBC article:
http://m.bbc.co.uk/news/technology-27340359

Has Itunes changed music? Channel Four:
http://www.channel4.com/news/tens-years-of-itunes-apples-biggest-success

FOALS singer criticises SPOTIFY. Channel Four News:
http://www.channel4.com/news/foals-yannis-mercury-prize-spotify-holy-fire-video

More artists abuse SPOTIFY. The Guardian:
http://www.theguardian.com/technology/2013/oct/07/spotify-thom-yorke-dying-corpse

merry xmas to all our readers

dear all

End of a busy term and year.

Looking forward to a successful 2014 for all of us.

Remember your draft 2000 word essays are due in by the 10th of January - no extensions/exceptions.

I'm certain, sad as we might be at the departure of Wallbank, you are all looking forward to working with Ms Clayton next term on developing your practical work, essays and exam preparations.

Have a good xmas

Module 1.5 November-December

Dear all

Welcome back to what promises to be a very important and interesting module.

Your first task is to ensure that the blog links are all working and that you are by now regulalry checking [at least twice a week] and updating your own blog [at least oonce a week] with your research for your coursework essay.

A new task has been added to the 'Examination Preparation' tab and we will be going through this in class prior to you attempting the tasks for yourself.  This task links directly to the issues of wider context and media debate discussed in the lesson today and is designed to push each of you into considering your own position on such matters and the implications of the UN strategy especially around the idea of the impact of new technology.

B

Adverts & Ideologies : wider contexts of MEST 3

As preparation for the issues dealt with in MEST 3 examination, we need to look at wider contexts around texts and their construction.  To begin with,  I want you to read the following and then complete the two tasks for Home Study this week [you have 2 hours additional time this week as 2 lessons have had to be cancelled] .  Write the answers in your exercise book.  

Work due in for Friday 27th September


The Prada Agency Miu Miu Fashion Campaign 2011

Prada advertising agency’s 2011 campaign for Miu Miu featuring young actress Hailee Steinfeld was subject to an ASA ban.  The advert, showing the 14-year-old True Grit star sitting on railway tracks and crying, was captured by renowned fashion photographer and film maker Bruce Weber.  The image and ‘ideology of the advert was slammed by critics and branded as 'irresponsible advertising'  The Advertising Standards Authority (ASA) banned the advert.

Prada defended the advert, claiming the image was “part of a serious, high-fashion campaign”, which was “based on the set of an imaginary film” The Prada campaign was the latest in a string of fashion and fragrance adverts in 2011 banned by ASA including a Marc Jacobs advert featuring  Dakota Fanning, claiming that the Lolita-style advert sexualised children, and a Lynx campaign featuring Lucy Pinder.

                                        Click on image to enlarge

TASK:

[1] How is the brand representing itself – how is the campaign placing the brand with its target audience?  [You might wish to consider choice of model; the ‘narrative’ of the advert etc] 300 words

[2] What issues does the banning of this advert bring up regarding censorship and public perceptions of adverts?  This advert, unlike the Jacobs and Lynx adverts was not accused of sexualising its product but was still felt to be exploitative – How far do you feel advertisers are responsible for the content of adverts that might be ‘misinterpreted’ by the wider public?  500 words

Dear all

Lessons Monday and Tuesday are cancelled as I am at meetings or moderating examinations.

[1] ensure your blog is up and running [it is your milestone assessment for the first month]

[2] ensure that you have used the blog to tell us of your research area

[3] Upload some of your early research activities and any useful ideas you have found