Audience - Focus Group : Media Research and Planning

The focus group involved us pitching our idea's to the class. During this process we gave a explanation of our idea and linking it to programs that link to our program as a whole. We gave detail about characters, narratives and locations. In addition, we talked about possible scheduling and where it may be broadcast and why it may appeal to the demographic age of 15 - 35.

During our focus group we had recorded the pitch ideas that we gave and the feedback received from the focus group that we had pitched our idea too. During the process of the focus group one of the members from the group pointed out how it would be useful to schedule our program at a different timing from what it was previously. He pointed out how another program would be airing on other days therefore, it's best to schedule our program on Wednesday. Our actual original scheduling was going to be on a Friday however, one of the people from the focus group again pointed out how Fridays are days that many associate by going out with friends and family therefore, we may not receive enough viewings on that time specifically .Our episodes will last 1 hour therefore, the timing of the program would be from 8:00pm - 9:00pm. Our program is fairly close to the watershed timing due to the fact that our story line fits in during that timing. A story of a serial killer would be best to show around that time as we've been given the instruction about our program broadcasting post-water shed. Furthermore, another point that was pointed out during our focus group discussion was about having a help line if any viewer was effected or has enquirers about the situation that had taken place during the episode. In the episodes to come they will have a 'sickening' twist and is the story line becomes more gruesome. However, it stays within the limits of the water shed.

Our program will be targeted towards 17 - 35 year olds. We've picked the starting age from 17 as all the characters that will be casting in the the program will be of that age. In addition, it's likely that that teenagers below the age of 17 may still watch this however, 17 - 35 will predominantly watch this program. We have a large target audience due to the fact that we will be airing this program on E4 which has a target audience of 15 - 35 which is similar to ours. Therefore, it's best to schedule our program on there. We have tired to target a wide psycho-graphic  audience in order to cater for a large amount of people. We have narrowed the audience to Aspires and Explores. We believe this may predominately appeal to these two psycho-graphic profile as they both are of a young age range. Similar to our target audience. Aspires are typically young people who are materialist. As they are a young generation they would perhaps like to try out something new like explores who 'seeks discovery' and 'tries out new brands', in this case the brand is referring to our program. Social groups we have predominantly targeted is B social group. Within this social group are people who are relatively creative in their field for instance, graphic designers. We have predominantly targeted 'creative people' as creative people usually seek out something new. Therefore, it links with our TV Drama as this is a new show with a story line that is completely different as it shows a more sinister side to teenagers and problems they may face mentally.  We don't tend to only cater for this social group however, we try to cater for all in away. For instance, we may add character that represent C1 social groups therefore, they might pay interest as they maybe able to put themselves in the the characters shoes and develop an emotional connection between viewer and character .But predominantly we have targeted B social group.

Institution - Media Research and Planning

E4 Institution

E4 is a British TV channel that broadcasts many different programmes. E4 broadcast programs that are produced in the United Kingdom. In addition, they also provide programs that were produced in The United States. E4 broadcast channels such as Misfits, Skins, Made in Chelsea, The Inbetweeners etc. which are produced in the UK. Furthermore, they also provide programs that are from the U.S for instance, Smallvile, 90210, The Big Bang Theory etc.

E4 was launched on the 18^th of January 2001. However, it was launched as a ‘pay-tv’ companion to Channel 4. Even though E4 had debuted themselves in 2001 it wasn't until the 16^th of December 2004 that they had successfully launched themselves. The subscription channel had become a individual channel by its self. However, they didn't have a large audience that viewed programs that were broadcasted on to their. Not until E4 had became available on the free view platform it attracted a large consumer gathering.

E4 targets the demographic ages of 15 – 35 likewise BBC Three also target this demographic age group. Therefore, both broadcasting channels would be in heavy competition with each other. On the 11^th of October 2010 one of the top series that E4 had broadcasted ‘The Inbetweeners’ had gather a staggering amount of views. The episode had gathered 3.7 million viewers therefore, becoming the most successful episode of a series to be broadcasted on E4. One of the most watched shows on E4 was The Inbetweenrs. Furthermore, The Big Bang Theory, Glee and Friends are other programs that are watched frequently by viewers.

BBC Three

BBC Three is another British TV channel that broadcasts different programmes. BBC Three target a demographic age range of 16 – 34 year olds, similar to E4. BBC three has purpose of focusing on new talent across all platforms and new technologies. 90% of BBC Three’s output is from the United Kingdom and within other European Union countries. Furthermore, it covers all genres ranging from current affairs, drama, animations, comedy etc. BBC Three are unique in one way from other broadcasting channels. They air from the timing of 19:00 -5:00 each night.

At the end of the year in 2001 the BBC had talks about re-branding two of their digital channels which were BBC Knowledge and BBC Choice. BBC Knowledge went on to becoming BBC Four and BBC Choice went on to become BBC Three. BBC Three officially launched with their new brand in February 9^th 2003. Stuart Murphy launched BBC Three as he previously ran BBC choice, UK Play and UKTV which is now discontinued. At the age of 33 he is the youngest channel controller in the UK.

The most popular drama that has aired BBC Three is Gavin & Stacey. It debuted on BBC Three in May 2007. In 2005 of October BBC Three had announced that there would be airing a spin of series from Doctor Who & Torchwood as a post watershed science fiction drama. This was predominantly aimed at a more adult audience. Torchwood launched with a high number of views. It gained 2.4 million viewers in October 2006 when it had launched and became fairly successful.

Disturbia Movie Clip - Media Research & Planning

Mise-en-scene

During the this scene in Disturbia we witness on character holding a knife to another female character. In this part of the clip the main character seems astonished over the fact that this person has his mother in that position. The astonished facial expression can be also interpreted as fear as the character may have not known that the killer was in the shadows. As we witness the killer arise from the shadows this perhaps suggest that we as the viewers finally see 'dark' side of him as he emerges from the shadows with a weapon. During the scene the main character is slashed in the back of his back with the knife the killer has. We're able to identity that his badly hurt and lead on to believe that the main character is weaker compared to the killer. At the ending of the clip when the main character has stabbed the killer and manhandled him around he forcefully throws him down into a pit of water where there are multiple bodies of dead women that were victims of the killer. As the killer lays with multiple dead bodies around him suggest he's got what he has deserved. As he had killed many women in cold blood. In addition, by the killer going down in a pit over rotten bodies it perhaps may indicate he now will 'rot' in hell for all the unlawful actions he has taken out over the last years.

Sound

In this clip we are able to identify diegetic and non diegetic sound. The non diegectic sound is the music that is added on top of the scene in order create tension and keep viewers on the edge of their seat while watching this scene. The music is parallel to what is happening in the scene at that very moment. In addition, at one point during the clip we are lead to believe that killer will stab the main character. At that point the music comes down to a certain pace then drastically it builds up.This again contributes to the tension conveyed. Digetic sounds that come from the world of that scene are when we hear the slash of the knife on the back of our main character and the killer. These knifing sounds are much louder compared to the others as it makes the audience grit their teeth. The reason for this is that they probably could imagine that happening to them.

Camerawork

During the clip of Disturbia in this scene particular there is a great deal of hand held camera movement. The hand head camera allows the us as the audience feel apart of the fight scene that is going on. Furthermore, as it is slightly shaky it gives off an impression of tension arising. In addition, during this scene we are shown a great deal of close up's in order to show the expression of both characters while they are fighting each other. Furthermore, there is medium shots within this clip equally as well. The medium shots allows us to view the actions taken out by each character in order to harm each other.

Editing

In the clip of Disturbia we see a great deal of straight cuts. Straight cuts are the most common type of editing cuts. We see a great load of straight cuts during this clip in order to create tension and to connote quick action scenes. Furthermore, at one point the straight cuts gradually comes to a hold and the speed of editing slows down. Then it picks up its pace. This creates more tension for the viewer as this will keep them on edge and in tact with the movie.

LUTHER - Series 1: Episode 1 - Media Research & Planning

Mise-en-scene

In the opening sequence of Luther we are introduced to two character. One of which is running away from the other character. We as the audience will stereo typically believe that the white male running away from the black male, hasn't committed any unlawful crimes. Whereas, we believe the character who is chasing the other character has. In addition, the character who is running away is dressed more formally compared to the other character who is dressed in a hoodie  and jeans. As the character is running away is dressed more formal we again believe that this character may not be in the wrong however, a victim. The formal clothing conveys that this character has a substantial job and a decent income. Whereas, the character in a hoodie and jeans seems as if he doesn't have a substantial job or income. Therefore, we believe that crime may be the only option for this character. We are introduced to a warehouse which has low key lighting with a gloomy atmosphere. This conveys a mysterious/eerie place which corresponds to the opening narrative. We are are curious about why the character is running away from the other character. furthermore, we are again curious about what involvement do they both have with the police that is shown later on during the opening sequence, this links with the atmosphere conveyed and the setting of the opening scene too. Towards the ending of the opening two minutes both characters come face to face and we're able to identify their facial expression. The white male who was being chased seems more tense and terrified compared to the other character. Furthermore, we witness the white male gripping a pole in his hand in order to harm the other character. Due to the fact that one of the character would need a weapon in order to defend himself suggest the character whom has been chasing him is more stronger and is a threat to the other. It's not until we witness the character with a weapon in his hand fall down off the railing and then the other character rings the police we find out that the white male had carried out unlawful  actions.

Sound 

During the opening sequence for Luther we hear digetic and non diegetic sound. We are able to hear non digetic sound from the music that is added into the opening clip. The music added on to the opening sequence is parallel to the event that are taking place during the first two minutes. The music set and contributed to the eerie and mysterious atmosphere created by the setting and lighting of the area. Furthermore, as the music builds up gradually it creates tension and again contributes to the camerawork and fast pace editing used. For instance, we are introduced during the the clip of an unknown characters house where their are many police officers. At that time the music becomes more mellow not until the male police officer say "John says she's here" the music builds up again then cuts to the shot of the other character running away. The use of dramatically reducing the music then slowly bringing it back up again contributes to the tension and keeps the audience at the end of their seat during the opening sequence.

Camerawork 

In the opening sequence of Luther we witness shaky camera work multiple times in the clip therefore, this creates tension again as its not steady. However, the only time there is steady camera work is when we are in a way face to fact with the characters. For instance, the long shot showing the character climbing up the ladder is steady whereas, when the character is climbing the ladder on a different shot which is an close up it seems slightly more shaky. At one point of the clip there is a stand off between both characters. In this scene we witness medium shots of the leg exposing the other character opposite them . In addition, we see a close up of both characters eyes/facial expression. This allows us to see the reaction of both character when they 'face off' after a chasing scene. The use of angles during the face off gives off a tense atmosphere for the viewers.

Editing 

In the opening sequence of Luther the editing style consists of predominantly of straight cuts. Due to the fact that their is a great deal of straight cuts and a quick speed it creates and contributes to the tension presented by the other aspects during the first opening sequence. The pace of editing of fast cuts gradually slows down towards one part of the clip. In this clip we witness two police officers exchanging dialogue then it cuts back to the warehouse where we witness the white male character running away and climbing a ladder. After this the speed gradually increases. This contributes to the tension created as this keeps viewers on the edge of their seat and become more interested in the events that are going to unfold are this.

Top Boy - Business Time - Media Research & Planning

Mise-en-scene

We are introduced to two characters one is a young black male the other is a older mature white male. They both enter a club and discuss 'business' matters. We're able to identify that the white male is seems more superior compared to the black male sitting opposite him. One way in which we are able to identify that the white male is more superior compared to the young black male is by the clothing they are both wearing. The white male is dressed 'slightly' more classy compared to the black male, who is wearing jeans and a varsity jacket. When talking too each other the main character (the young black male) seems more eager in order to get his view and opinions across to the other character. Whereas, the white male doesn't seem to pay much interest however, slightly does at times. The body language of both characters paints a picture to the viewers as they are able to identify who is in more power compared to the other. The young black male seems more tense in what he's saying whereas, the white male seems more relaxed. We can identify this in the way both characters are sitting down. Furthermore, the placement of both characters are different. We see the white male sitting in the middle and the other character to the side of him, suggesting the power relations between both characters. Throughout the clip there is a use of natural club lighting and low key lighting. The lighting gives us a sense that their is tension between both characters. For instance, if the black male was to say something that is the white male may not agree with it could turn into a completely different scene. Furthermore, this creates a great deal of tension in the atmosphere and gets across to the viewers especially. The props used in this clip are money. We witness the young black male giving the white older male a large amount of money. Therefore, the audience can identify again who has more power in this clip. Due to the fact that the young black male is dressed very casual and 'street' like. Viewers may believe the money that is passed on to the white male is money earned by carrying out unlawful actions. This reinforces the negative stereotype of young black males in the media.

Sound 

During this clip from Top Boy we are introduced to diegetic sound that comes within the world of the clip. The sound is of club music playing in the background. The background music is parallel to what we as viewers will normally associate in a club environment .We are shown throughout the clip dialogue of both characters talking about their 'business matters'. From the dialogue we hear the white male say to the other character "You've got two minutes" the we hear the black male reply back "Why do we have to make it so hard for the customers". It seems as if the white male is asking the black male to sell him self and his views on 'summer house' (the place where this is set). The term customers is used in business matters however, this opens us a new world for some viewers. Some viewers may believe that the drugs market isn't nothing but a 'messy' business. However, in this case it shows the suppliers of the drugs seem on extremely organized how they sell their drugs and ensure that they continuously have a sustainable profit. Furthermore, later on in the clip the black male talks about how he wants a good life from selling drugs. This reinforces the negative stereotype from the media of black males. In addition, when saying this the character doesn't look too happy in saying that he needs to do this job in order to receive an income. Therefore, it comes across as if this is the only path he is able to take in order to be successful. It seems as this is his only option, he has no other career path to fall back on to or lead but his strong point is delivering drugs to suppliers.

Camerawork

During the clip we are shown many shots which are over the shoulder. Over the shoulder shots are mainly used in conversation between two characters during a scene. During the conversation the over the shoulder shot is placed at an angle for each character. For the young black male character it's placed slightly higher so we're viewing the white male at a higher angle. When the conversation cuts to the black male talking we witness that the camera is angled slightly lower. Therefore, the low angle over the shoulder shot suggest the black male has sell power compared to the white male as when we are witnessing the white male talk we are viewing him at a slightly higher angle. It's as if we're looking up to him when we cut to the over the shoulder shot of the other character. In addition, we see the 180 degree rule come into use during the over the shoulder shots. For each over the shoulder shot it stays on the left of both characters and the rule isn't broken.

Editing

During the clip there is prominently straight cuts through out the clip. Straight cuts are the most common type of editing that is used in all TV dramas and films. The pace of the editing is smooth as they are discussing 'business' matters with each other.  The smooth pace of the clip suggest that they are both straight to the point on what they are discussing. In addition, the use of quick smooth straight cuts give the viewers the impression that they are both not hesitant to get their views across in what they are discussing.

My Murder Opening Scene - Media Research & Planning

Mise-en-scene

During the opening first two minutes of My Murder we are introduced to a young black male who has been stabbed and is in deep pain. The young black male being stabbed is stereotypical as the audience is able to identify  this incident may have taken place due to the fact of gang violence perhaps. In addition, the setting is of a rural part in London. Rural parts of London are typically associated a hard living, drugs and violence. Which links with what has happened currently. The lighting used through out the two minute opening is very natural. Which links of this being a documentary account story. During the opening scene the main character facial expression is of him being in extreme pain and he's crying. Both emotions may indicate that the character doesn't survive. After this we are introduced to a young mixed race female who has a life less facial expression towards the main character who is slowly dying from his wounds. This raises questions to the viewers whether she was previously a love interest of the character who's in agony or is she the reason why the main character has been stabbed.  Furthermore, the life less expressions may suggest that she has no sympathy towards the character stabbed.

Later on during the opening sequence we are introduced properly to the main character where we see him healthy and fit. This shows us that the events previously shown are events that are going to take place and what we are viewing now is going to lead slowly to the event of the main character being stabbed. After we are introduced to the main character we are again introduced to the mixed race girl in her school. When we are introduced to her we understand she plays a significant part in the stabbing of the main character. Then we are introduced to another character who is a black male. Compared to the other characters he seems more elder and has a large group of friends, Therefore, the audience is able to identify that him and his companions play a a significant part in the stabbing of the main character. Furthermore, both male characters link to the female character suggesting that this is a love triangle.

Sound 

In the opening sequence for My Murder we are introduced to non diegetic and diegetic sound. We are able to hear non diegetic sound when the main character is stabbed and after those events. When the main character is stabbed we hear mellow music playing behind. After those events had taken place we hear music playing behind including a voice over of the main character. During the opening sequence we are introduced to a sound bridge where we hear the main characters mum say "he trusted her". Therefore, this imply that she is the cause of death of the main character. All the series of events are surround her. As the clip progresses we again non diegetic sound. We hear a voice over of  the main character introducing himself and the other characters that play a part in his story. Diegtic sounds that the comes from the world we are watch is the phone call to the ambulance. In addition, there is minor sounds in the background for instance, school pupils talking among themselves and when we are introduced to the third character 'Danny' we can hear is companions talking and joking in the background.

Camerawork

We are introduced to many medium shots and close ups of the character at the very start  of the opening sequence for My Murder. At the start we are introduced to the character with two shots one of which is a medium shot of him upside down and the other is a close up of the character yet again upside down. By the character being placed upside down on two shots this could perhaps connote that the characters life is changed, he's not going to live life the correct way however; is on the road to death. The close up provides up to view the characters expression when stabbed. Also we are able to view the amount of blood that is on the characters clothing. Both close up's on the characters at the very start in the sequence allows us the viewers to identify and briefly puzzle together a story. In one shot we are exposed to the character in pain and agony and in the following shot we are introduced to a young female with life less facial expressions toward the character in pain.

Editing

During the opening two minutes of my murder we see a use of many straight cuts. The straight cuts aren't consistently fast however, they set up a scene and show whats happening then move of to a different angle. This may suggest that the main characters death isn't going to be fast however, painfully slow. We are introduced to the female character then we are introduced to the main character mother (the real life shak's mother). During that scene their is a fade used in order to convey a passing of time. Therefore, this may imply that the main character has passed away as well? After the title of the program has been shown their is a second or two of a black screen. The black screen perhaps connotes that the character had died as we see him again walking and not harmed. We are also introduced to his voice over backing up the fact that the character will die later on due to the series of events that will unfold.

Dexter: Morning Routine - Research and Planning

DEXTER

Mise-en-scene

We are introduced to the main character from the start of the opening scene where we witness the main character slapping a fly that was on his arm and killing it. In this scene we can vaguely see the characters face. From what we're able to view we are able to see that the main character has a small smile when he has killed the fly. Perhaps this may imply he has a sense of joy when 'killing' or witnessing 'bloody' scenes. In addition, during one point of the opening sequence we witness two scenes where one is of the main character shaving and then cuts himself and uses a small paper towel to clean the blood up. The other scene is of the blood dripping multiple times in the sink. The blood dripping down into the sink may indicate that death is too follow. As there are 'multiple' drops of the blood into the sink. The multiple drops may indicate the amount of deaths that may take place. In addition, the scene that follows up to blood dripping into the sink is a scene of the main character cleaning the blood up. This scene shows an extreme close up of the blood being absorbed by the main character. The blood being absorbed may indicate that this character is similar to the paper towel. The paper towel 'absorbs' the blood whereas, the main character may captivate death?

 In many scene's we are miss lead to believe that the character is carrying out of  unlawful actions. For instance, when he's preparing his breakfast and is cutting into the meat with a 'sharp knife' we as the audience are lead on to believe that he's cutting into human flesh until we witness a close up of the character preparing the meat on a frying pan. When cutting in to the meat the character 'finely' cuts into it. As we witness the character 'finely' cutting the meat this perhaps may indicate that he swiftly carries out his actions. Towards the ending of the clip we are finally introduced to the character. When we are introduced to the main character his expressions are very vacant. The vacant expression leads us to believe this character may be an average person. Not until there is a small pause during this scene the character has a motionless look in this facial expression. Moreover, the character has a daunting look in his eyes. Therefore, it gives the impression that this character is not to mess with as he may have a dark side to him. Once this scene is finished we are introduced to two more scenes where we witness the character locking his front door and a scene of him walking out of shot smirking. The scene of the locked door may suggest that this characters secrets are all kept and left at home. In addition, this may also imply he's a different person outside of his house. However, in the scene where we view the character walking out of shot we see the character have a 'smirk' on his face. The smirk may imply that this individual is up to something that others shouldn't know. This links with the scene of the locking of his front door.

Sound 

During the opening sequence we are introduced to non-diegetic sound in which the main character is not able to hear however, the editors have placed in order to create or set a certain mood. The backing track of the opening sequence of Dexter is contrapuntal to whats occurring in the sequence. For instance, the music that is played sets a fairly calm mood however, scenes such as the blood of the main character when shaving & the cutting of the meat we wouldn't associate with music as such. The two scenes set a more mysterious mood rather than a calm mood. However, due to the fact that this is classed as the main characters 'daily routine' the music can be associated with the actual concept of a daily routine. If we were to cut out the miss leading scenes and leave the current music on top of it, it would set a calm mood to the sequence. Furthermore, even though the music is contrapuntal it complements the miss leading scenes as it creates a mysterious atmosphere in a sense. Predominately there is strong non-diegetic sound however, occasionally during the opening sequence we are introduced to diegetic sounds which the main character is able to hear for instance, when he us shaving. We are able to hear the blade  in contact with the skin. We are again introduced to digetic sound when he main character is cooking his meat and the meat is sizzling in the pan. Another example in the opening sequence of diegetic sound is when the character is eating the eggs he's prepared. We are able to hear the cutlery clash with each other and the plate when the character was cutting his breakfast.

Camerawork

In the opening sequence for Dexter we are introduced to numerous close ups and extreme close ups. We are shown each and every single detail of the main characters morning. This may suggest as a viewer we would need to pay close attention to detail of the character as he may come across as potential dangerous character. In addition, during the sequence are aren't introduced to the main character until the very end of the sequence. This creates a mysterious atmosphere through the use of close ups and extreme close ups. The mysterious atmosphere created by the use of shots used intertwines with the way the character is conveyed. The close ups allows us to vaguely view the characters expression at one point and the other it toward the end where we are finally introduced to the character. The shots used add's to the character and the way he's presented therefore, the audience is able to have a small understand of the character.  

Editing 

During the opening sequence for Dexter we are predominately shown more straight cuts compared to other editing cuts such as a jump cut, fade, dissolve etc. Straight cuts are commonly used during the editing process. Furthermore, viewers are accustom to seeing cuts as such that they hardly notice when a straight cut occurs. The quick cuts during the clip may imply that the main character's 'daily routine' is a quick start to the morning. Therefore, the viewers may believe that the main character has a busy lifestyle. We are introduced to a minor fade to white during one point of the clip where the main character is flossing his teeth then firmly tightens his shoe lace. The fade to white may suggest a passing in time. In this case the passing of time would be of the main character getting ready to go out, which we witness further on during the clip.

Target Audience -  Dexter is prominently targeted towards more a younger audience. From their mid teens onward. It will appeal to mid teens and older people due to the fact that it may be something different. The fact that we are viewing a series based on a serial killer makes us want to view the program as we will have an insight on a serial killers life. Perhaps the audience may view the program to see what it's like to live life on the edge, similar to Dexter.

Alternative Representation of Britain

Dominant Representation of Britain

Theories

Hypodermic Needle Model 

In the daily mail article it explains how violent video games such as Condemned 2, Call of Duty & The Club (which were tested on students) affects our behavior by becoming more aggressive. There was one group who play violent video games and the other group played non-violent video games. Tests were conducted on each group to see how the games affect the subject's behavior in the real world. The study concluded that individuals whom play violent video games over a long period of time tend to be affected due to the fact that they are exposed to violence from a long period of time (20 minutes each day). This links with the Hypodermic Needle Model as it suggest that the media inject us with, in this case violent messages to the viewer. This shows us how much of an effect the media can have on us in any sort of platform whether that is on social media, news or games. The violent games may affect certain individual's behavior. For instance, in 2011 August England faced a head to head conflict with the youth where many riots took place. Including robberies and other incidents. The media suggested that violent games such as Grand Theft Auto was to blame. The Game GTA is a popular game series in which a character you play as breaks down law and order. Many argue against this point however, attacks during the riots were apparently similar to some parts of the GTA game series.

Two Step Flow

In the BBC article it explains the life of Jamal Edwards. Jamal Edwards is a self made multimillionaire. Jamal had brought him self a camera in which he recorded some of his friends rapping, singing etc. Few years down the line the teenager who lives on a West-London council estate finds himself becoming popular and then becoming a multimillionaire. Jamal Edwards is worth £8 million at the age of 23. He is the creator of SBTV. SBTV is a music broadcasting company that showcases many talented individuals. This links with the Two Step Flow. The Two Step Flow suggests audiences are influenced by opinion leaders (in this case people Jamal Edwards looked up too). The fact that Jamal now classes Sir Richard Branson as a friend suggests he looks up to him as a successful business man and owner of 'Virgin'. As the theory suggest 'audiences' e.g. Jamal Edwards was influenced by opinion leaders such as people he may look up too or the surroundings around him e.g. his friends that rapped and had 'rep' in his area. This enabled him to bring out his creativity capacity and create a well known music broadcasting platform.

Uses and Gratification - Blumer and Katz  

The Blumer and Katz theory was discovered in 1974. It suggests that their are four main gratifactions in the media -

Diversion - Escape from everyday life problem and enforces entertainment - In this case video games offer escape for many young adults from school life, work and other problems they may have.

Personal Relationships - To use the media for emotional and other interaction (developing affection for character's in TV program)  - In this case the media used would be a TV series 'Easterners'. In this specif episode one character breaks up with another. Therefore, the viewer may develop affection for the character who is going to suffer the most from the break up.- http://www.youtube.com/watch?v=hR8jbQU8ZeM

Personal Identity - Finding our self reflected into texts or learning behavior and values from the TV or documentary - In this case documentaries such as Educating Yorkshire. From this documentary the the viewer is able to have an understanding of behavior and values of other students from different backgrounds, cultures and the hardships some students may go through in their high school years. Therefore, enforcing a more positive image students and those who may have learning problems too. -  http://www.youtube.com/watch?v=RM1IxV7vyEA

Surveillance - Information useful for living (e.g. weather, traffic, holiday bargains etc.) - In this case the news BBC informs all views of what situations happen around the world such as breaking news, showbiz, weather updates and economic updates of the stock exchange etc.

Dependency Theory

1.) I primarily use the media for my coursework, entertainment e.g YouTube comedy videos/game plays and to be informed about news around the world regarding situations that may affect me or situations I take interest in e.g. conspiracy theories, music etc.

2.) I believe we're extremely dependent on the media. Whether we like it or not we are surrounded by the media one way or another. We all use the media to benefit us. In addition, by many users using the media it allows us to gain more knowledge about situations.

3.) Over the last 10 year from what I've witness there has been a massive change in the media. For instance, when I was 7 years old I didn't use technology too much compared to 7 year olds now, that use ipads, laptops and game console in order to fill their spare time. Furthermore, as technology has advanced we have many ways of using the media to our advantage e.g our phones and tablets. It is said by 2016 90% of Britons will own smartphones such as Samsung and Apple Iphones. The figure suggests how much we are becoming dependent in way to access the media. Furthermore, the new technology out now allows us to view the media in a more quicker way compared to a physical copy of a magazine or newspaper.