October assessment - Learner Response

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WWW: Some effective use of media terminology

EBI: More detailed comprehensive answer needed. Question 4 is too short and needs more development.


Individual

1) Include other narrative theory's such as Propp's character types theory or Barthes' enigma and action codes.

2) State similarities not just differences and link to cultural contexts of the media products.

3) Use more subject terminology to show a better understanding of the influences.

4) Include other theories and explain in detail to develop my answer

Exemplar comparison

1) Explain points in more detail.

2) Develop points more and look further into denotations and connotations of each advert.

3) Quote / name genre theorists and apply what they believed to explain the importance of genre in more detail

4) Develop my answer by including more theories

Strongest and weakest questions

Strongest: Question 1 - I explained Todorov's theory in detail and used a lot of subject terminology

Weakest: Question 4 - I needed to give myself more time so that i could write in more detail by developing my points about Halls Reception theory.


Re-write of weakest answer

4) Figure 3 allows audiences to make a number of different interpretations of the magazine and a variety of readings are portrayed in this media text.

Stuart Hall introduced the idea of three different readings -  hegemonic, negotiated and oppositional. A hegemonic reading (also known as the 'dominant' or 'preferred' reading) is what the creator intends for the audience to perceive. The negotiated reading is a middle ground between the producers intentions and the audiences personal view. Lastly, the oppositional reading (also referred to as the 'counter-hegemonic reading') is an alternative reading that is actively against the producers intentions. This means the audience infers the complete opposite of what the producer originally intended to represent.

The magazine cover shows a popular R&B artist, Miguel, wearing stylish clothing and accessories, which could mean that the hegemonic reading for this particular media text is for the audience to recognise how he has changed from a person who was involved with 'sex and drugs' to somebody who is well presented, and is now very well-known and successful.Using a famous celebrity icon for the main subject also suggests that the producer is trying to communicate that they are modern and keep up with popular culture and write about topics that younger audiences want to read about, such as 'movies...tv shows and fashion'. The use of subheadings, such as the one about Kendrick Lamar, further reinforces this idea as he is another popular icon who is an influential figure to many young people. This also helps the producers attract their target audience to read the magazine and encourage them to have a hegemonic reading.

A negotiated reading for Vibe magazine might be that some audiences understand and recognise the producers intentions but believe that topics such as drugs and aren't appropriate due to its younger audience. Hall's reception theory states that audiences are free to 'completely reject' producers intentions. The type of reading an audience would have if they did this would be a counter-hegemonic reading. In this case the counter-hegemonic reading for the magazine might be that they believe the topics explored, such as sex and drugs, are an exploitation of celebrities pasts. An oppositional reading may also be that some audiences believe that the use of costume (stylish clothing and expensive jewellry) glamorises deep topics like sex and drugs, which sets a bad example to young consumers. Audiences who have an oppositional reading may argue that more important and informative topics should be explored such as world events and current news rather than 'iconic cars' and 'tv shows'. Consumers may believe that Vibe portrays a counter hegemonic reading as although the main topic being explored is music, something that large audiences can relate to or find interesting, only popular male icons are being shown, which creates the impression that the producers might be sexist, as their magazine represents the idea of male dominance.