MEDIA COMMUNICATION AND ADVERTISING
Question 3 in Paper 2 and Chapter 3 in textbookCombination of short and long questions (20 marks)
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3.1 : See page 37
THE MAIN MASS MEDIA
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3.1 THE MAIN MASS MEDIA (P.37)
Printed media (newspapers, magazines)
Audio media (radio) Audio-visual (television and cinema) Electronic media (computers, IT
services) Public library (collection of facilities) Outdoor media (posters, leaflets, big
screen video facilities at sport meetings, outdoor concerts)
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3.2.1 NEWSPAPERS (P.37)
ADVANTAGES Written record Carries more weight
than spoken word Message have a
more permanent impact on audience
Important for advertising
DISADVANTAGES Local character
(particular geographical community)
But: within this area you can cater for specific audiences in that area!
Sale of newspapers have gone down – why?
People are lazy to read Influence of electronic
media
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3.2.2 MAGAZINES (P.38)
ADVANTAGES They fill the gap
between newspapers and books
Inexpensive Accessible Easy to browse
through Less time-consuming
to read as books Content specialised
according to interests of readers
DISADVANTAGES Heavily dependent on
advertising for survival
Lost battle against television
Specialised magazines still stay popular e.g. You
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3.2.3 CINEMA (P.38)
ADVANTAGE Audiovisual impact
of sound and colour
DISADVANTAGE Television had a
negative impact on cinema audiences
Producers sell films to TV companies
Audiences are now more younger, sophisticated, more intellectual
When last were you in a cinema?
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3.2.5 TELEVISION (P.39)
ADVANTAGES Dramatic and
intimate Instantaneous image
of events in world World’s major source
of news and information
Relatively cheap enter-tainment and relaxation
Great value to handicapped, the ill, the elderly
DISADVANTAGES Violent events or films Effect of these
violence on children? Poor quality
programmes Create undiscerning
viewers – mediocre audience
Lack of culturally uplifting and educational programmes
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3.2.6 ELECTRONIC MEDIA (P.39)
ADVANTAGES Instant transmission
of international and local messages
All information of printed media available on single CD Rom (National Geographic) etc.
DISADVANTAGES Breakdown in trans-
mission can affect users
Lead to breakdown in business
Confidentiality breach
The National Geographic Society has recently released a CD-ROM collection, THE COMPLETE NATIONAL GEOGRAPHIC, which contains 108 years (1888 through 1996) of the magazine on 30 compact disks.
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3.2.7 PUBLIC LIBRARY (P.39)
ADVANTAGES All of the advantages
as listed above Is conducive to
study, education, relaxation
DISADVANTAGES Inadequate funds Seldom equipped to
meet needs of all users
Centre of town, far from people in suburbs or far away. Transport?
Electronic books? Media? Are they changing the way we use libraries?
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3.2.8 OUTDOOR MEDIA (P.40)
ADVANTAGES Cost-effectiveness Ability to reach vast
audiences Geographically
adaptable
DISADVANTAGES Negative aesthetical
effect on environment Message has to be
given in short period of time
B-class
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3.3 COMMUNICATION PROCESS (P.40) Mass communication occurs when a
sender employs a particular medium or channel to transmit a specific message simultaneously to a vast number of receivers who are physically remote, each of whom receives the message individually and whose feedback is indirect and delayed.
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3.3 PROCESS – EXPLANATIONS (P.41)
Sender: “mouthpiece” of large organised group like a political reporter of a newspaper
Receiver: “individual”. People receive the message individually
Channel or medium: Like newspaper, tv, radio Message: deliberate, mass-orientated. Media
act as gatekeepers to water down original message
Feedback: delayed, indirect. A letter, telephone call
Interference (noise) caused by numerous things
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3.4 FUNCTIONS OF THE MASS MEDIA (P.41) To inform To interpret To educate To entertain To advertise To render
a service To be a carrier of culture To be a moral watchdog of society
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3.5 LANGUAGE USED BY MASS MEDIA (P.42)
The language used depends on … Target audience
Children, housewives, businesspeople, groups in different regions
Purpose of a specific report Transmit data Persuading to buy something
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ELEMENTS OF STYLE (LANGUAGE) P.43 Clichés, generalisations, pseudo-
scientific statements. “According to informed sources”, “Experts
agree”, “Reliable information” (journalese) Irony
Rhetoric questions Who says South Africans are a peace loving
nation? Clever word-play
“Champions for a day”
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ELEMENTS OF STYLE (LANGUAGE) P.43 Puns: More than one meaning – words
with different meanings
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ELEMENTS OF STYLE (LANGUAGE) P.43 Sarcasm
Tool of propaganda. Deliberate and unconcealed ridiculing and even insulting of news reporter’s target
Alliteration Words which start with
similar sounds used close to each other creating a rhythm for maximum effect
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3.6 MANIPULATIVE REPORTING (P.44)
Occurs when a newspaper, radio or tv report is subtly twisted or slanted by means of subjective expressions or expressive photographs in order to create or reinforce either a positive or a negative emotion or attitude in the receivers of the message.
Media should be Objective and impartial But interpretation (moral watchdog and carrier
of culture) can change the way they see the info
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This much is clear: Trayvon Martin was shot and killed by George Zimmerman in Sanford, Florida, on the rainy evening of February 26, 2012.Trayvon Martin was a 17-year-old African American teenager. Zimmerman, 28 years old, is a man of multi-ethnic heritage who was patrolling his gated community in Florida.Martin had been walking back from a 7-Eleven where he had bought a bag of Skittles and an iced tea and was unarmed when he was shot by Zimmerman's semi-automatic. He can be heard begging for his life on the police dispatch recording of the incident.Martin's only crime was, as Zimmerman described to police dispatch, "This guy looks like he is up to no good. He is on drugs or something." Martin was wearing a hoodie at the time of his death, with the hood pulled up to keep out the rain.Zimmerman's trial began on June 10, 2013, in Sanford, Florida. He had requested a "Stand Your Ground" hearing, but in March 2013, his defense elected to bypass the hearing so that his case would be tried before a jury.On Saturday, July 13, 2013, the jury found Zimmerman not guilty of second-degree murder and of manslaughter. The six women in the jury delivered their verdict after more than sixteen hours of deliberations."Only in America can a dead black boy go on trial for his own murder," said Syreeta McFadden, in reaction to the verdict.
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3.6.1 TECHNIQUES OF MANIPULATIVE REPORTING (P.45)
Selective reporting (mentioning only some facts and omitting the rest)
“Loading” reports emotionally Reporting out of context Taking photographs for publication from
certain angles
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3.7 PROPAGANDA (P.48)
The extreme form of manipulative reporting. Originally had a favourable connotation. During WW1, the word propaganda gained its traditional meaning:
Deliberate attempt on the part of an individual or group to manipulate, often by concealed or underhand means, the minds of others for their own ulterior ends.
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3.7.1 ELEMENTS OF PROPAGANDA (P.49) ETHOS
LOGOS
PATHOS
Credibility of the sender
Logical content of the message
Emotions or feelings of the receiver of the message
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3.7.2 TECHNIQUES EMPLOYED BY PROPAGANDISTS (P.49)
Stereotyping and name-calling Stereotyped in terms of groups of which
they are members. Substitution of names
People or ideas get a derogatory or more favourable connotation. “Boers”, “Freedom Fighters)
Selection of facts Card-stacking
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3.7.2 TECHNIQUES EMPLOYED BY PROPAGANDISTS (P.50)
Generalisation “All of us”, Climbing on the bandwagon
Appeal to authority or use of testimonials Well-known person’s testimony is used
Pinpointing the enemy Scapegoat is identified
Repetition Assertion (selection) Lying
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3.8 ADVERTISING (P.52)
Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.
PURPOSE OF ADVERTISING To inform To remind To persuade
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3.9 REQUIREMENTS FOR PERSUASIVE ADVERTISING (P.52-59)
1. The AIDA formula2. Knowledge of your target audience3. Knowledge of the product4. Clear understanding of purpose the
company has in mind with advertisement
5. Feedback from the consumer6. Understanding potential consumer’s
psychological needs (Maslow)
B-Class
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3.9.1 AIDA FORMULA (P.53)
Attention Punchlines, jingles, to take notice of …
Interest Supplying hard facts, qualities emphasised
Desire Identify psychological needs and “fulfil”
them Action
Get to buy now, sale only till Saturday etc.
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3.9.2 TARGET AUDIENCE (P.55)
Should understand the market segment where they want to sell products or service.Market research helps by getting: Demographic information Psychographic informationHelps to reveal perception of specific target audience.
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3.9.2 KNOW THE TARGET AUDIENCE (P.55) Cultures and subcultures (enculturation)
Nationality subcultures Religious subcultures Geographical subcultures Ethnic subcultures
Social class Social mobility,
conformity/non-conformity and reference groups
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3.9.3 KNOWLEDGE OF THE PRODUCT (P.57)
What quality the product or service possesses
In what respect is the product or service better than the competitors
In what phase of life cycle is the product?
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3.9.4 CLEAR UNDERSTANDING OF PURPOSE COMPANY HAS WITH ADVERTISEMENT (P.58)
What market segment? What information regarding product
has to be conveyed? What reaction is required by market
segment?
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3.9.5 FEEDBACK FROM THE CUSTOMER (P.58)
Questionnaires “Before” and “after” tests Observe changes in consumers’
behaviour Study of voluntary comments Study of and campaign against cognitive
dissonance (blocking out of competitive advertisements by seeking out advertisements of purchased brand)
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3.9.6 UNDERSTAND MASLOW (P.59)
Motivational theory.First 4 are physical needs
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