Vlog 5

      
      Hi its lewis one again with another educational vlog, in this vlog we will be looking at Ethical Audience and Representation.

1    Ethical Audience and Representation:

     Passive Audience

P    a passive audience is the theory that the media directly injects views and ideas at their audiences like a “hypodermic needle” controlling the way that people believe and behave. The Hypodermic Theory, a Marxist theory championed by theorists such as Theodore Adorno, assumes a direct stimulus-response relationship between audience reactions and the consuming of media texts. 

B    Both the Hypodermic Theory and Passive Audience Theory are often referred to as Media Effects Theory, that the media has a direct influence on its audience. Examples of this include the "moral Panics" about hip-hop and rap music videos that promote gang culture and often reflect a bad attitude that may look and seem unappealing and unpleasant also Marilyn Manson and general heavy metal bands such as slipknot and ICP and then you have addicting things such as violent computer games that a massive age range etc.

      Audience Reception theory:

      Audience reception are basically two different ways of looking at it concerning on how audiences consume media texts, they are those that believe that audiences are passive and those who believe that audiences are active. 

      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 Wicks, Subway and Halifax. Other adverts, however, that are not as well known are brands such as Mercury Taxi’s and smaller Sheffield based brands in general.  Audiences may filter these and not be as influenced (They may not need to know about a taxi service for example) – this relates to the active theory. The topics Big John discusses in the show are school of the week, competitions and new and current music. In this sense he is an opinion leader and could act as an expert on being a role model and have the potential to influence people from things that he talks about to things that BigJohn@breakfast advertise.

      2) Representation is how the media shows us things and all media representations create preferred meanings to different audiences. Stereotypes are very basic representations (Stuart Hall 1980). Hallam FM’s brand colour is bright pink, which is aimed at a female audience more than a male one, this is because as they have a larger female audience, base who listen to the show it gives them a better understanding on who they should target. On Big Johns show some of the programs that they talk about are X Factor and BGT (Britain’s Got Talent) and general prime time TVs. Some of the music that is played on the show are from well know artists like Beyoncé and Katy Perry which are probably listened to by more females than males. Is this being objective towards women? (Laura Mulvey 1975). Also because most of the music that Big John plays is chart music, different artists may have a different style and genre of music so it can relate to a wide audience male and female.

      3) In terms of the music and radio industry, a royalty payment is a payment to an owner for use of their property. A royalty payment is due each time a piece of music is played to an audience. E.g. copyright works, natural resources. PRS for Music is a collecting society which composers, songwriters and music publishers become members of in order to get paid for the use of their music in the show. A couple of artists that would receive the PRS payments are for example the Emily Sande, the artists and bands are regularly paid on BJAB. MCPS collects royalties by issuing licenses to music users in respect. Both of these artists’ songs were played on BJAB and are both PRS ads both songs and the track were wrote an sung by the artists/band. MCPS collects royalties by Issuing licenses to different music users in the respect of the mechanical copyright in musical works. PPL collects royalties in respect of music of played by several radio stations on behalf of record companies. The difference between PRS and PPL is that PRS is if the artist owns the song and collects some royalties and PPL is if another company/ record label has written the song and owns the rights to it for example Emily Sande. The show BJAB includes jingles. E.g. ‘your station your music Hallam FM’. Because this is played a few times through the broadcast in a morning, it would be the last part of the royalty payment.

       4) Regulatory Bodies/ legal and Ethical

       ASA: ASA is the Advertising Standards Agency

       OFCOM: Office of Communications
       The rules of regulatory bodies can also be applied

BCAP ASA: Advertisements must not state or imply that a product can legally be sold if it cannot. Broadcasters must ensure that, if an advertiser has not sought his or her prior permission, a person featured in an advertisement must not be featured in an offensive, adverse or defamatory way. Alcohol advertisements must not be likely to appeal strongly to people under 18, especially by reflecting or being associated with youth culture or showing adolescent or juvenile behaviour.  

      OFCOM: Broadcasters must not use material that might seriously impair the physical, mental or moral developments too protect people under 18. Programs must not include material that is likely to encourage others to copy behaviour. Material likely to encourage the commission of crime or to lead to disorder must not be included in television or radio services. Religious views and beliefs of those belonging to a particular religion denomination must not be subject to abusive treatment. Broadcasters must avoid unjust or unfair treatment of individuals or organisations in programs. Any infringement of privacy in the making of programs should be with the persons and/or organisations consent or otherwise warranted.

      Three Adverts from BJAB:
     

     1: Halifax- this advert does also not contain any material that should not be broadcasted, it sticks to every rule.

2: Crystal peaks- this advertisement does not contain any of the material that should not be allowed to broadcast.

3: Wonga.com-advertisement sticks to and abides by every rule. It does not contain any material that should not be/or is allowed to be broadcasted.
      
     These relate to the show, BCAP and ASA as if it goes against these rules, it shouldn't be allowed to broadcast like Danny Dumps that went against these broadcasting rules for example.