BBC News Bulletin

What techniques are used to establish the text’s genre?

Various techniques have been used to engage the audience and establish the genre of news. One of these can include the fact that there is non-diagetic sound as there is a commentator who is stating the headlines of the popular stories that will be discussed further into the programme. The serious tone that is presented to us, as the audience, allows us to recognise that this is a hard news programme and is something to be thought about. It attempts to inform and educate the audience as all of the BBC’s news programmes intend to.

The way that the news is read to the audience allows the audience to be able to identify the genre and serious tone of the programme can reinforce this. Another technique that has been used can include the theme tune that is played throughout the start of the programme.

How are people/places represented in the extract?

As the first headline, meaning the most important headline is about contraception pills should be sold to young girls across the UK as young as 13. This is an example of the work of a hypodermic needle as parents will just inject this information about their kids and other youth. Furthermore it shows a sense of gatekeeping as BBC is erasing other aspects of the youth and is prioritising the negative about the youth and has chosen to portray this to the audience.

They are representing Rupert Murdoch in a negative manner as they are in competition with him and he has the ambition to control the UK media output and BBC is one of the few broadcasters that are not owned by BSkyB and the interview with Murdoch shows the negative parts that make him look as if he has done something wrong, which admittedly he most likely has but the BBC have chosen to focus upon this for other reasons.

How is this text typical of the BBC output?

The media text starts with the medium shot of the news man; which is one of the typical conventions of BBC news as just after the opening title sequence there is always a professional looking man or women that is represented and they are reading the news stories to the audience. The way they are conveyed to be intellectual and professional is purposely used by the institutions to imply into the audiences brains that we are consuming the most accurate and reliable information from them.  However, the montage of medium to long shots that allow the audience to preview the topics of what will be in the news connotes that they are trying to catch the audience’s attention.

 This will then allow audience demographics to be encouraged to watch the news. As we are aware that this montage will be repeated in an hour or two, also connotes a sense that if the audience are busy they still have another chance to consume the text. The montage is also typical of the BBC output as within the montage only the most serious news is conveyed. This then creates a sense for the audience believing that they have to watch this and that they can’t miss out on the important news that is reaching audiences globally (hypodermic model).

Who is the audience and what uses/gratifications does the text offer them?

Also the use non-diegetic music, as they use the same theme tune every time which makes the audience able to recognize the popular British broadcaster. Also the way of presenting the headlines as they show the first one as most important and then the rest. Also they use of voice over as the presenter we first see reads us the headlines showing that sense of "reliable narrator". Furthermore the use of the same old use of colours for example, the red and white where the red stands out reflecting BBC standing out and being different from the other news channels. Also the use of mid shots reflecting this natural idea to the whole news channel.

COD MW3 Analysis

What codes and conventions does the trailer use to establish the text’s genre?

The violence and gore that is represented within the trailer show that this is clearly a FPS video game (first person shooter). This is recognised because of the way that each played is perceived whereby we see a point of view shot and the player is attempting to shoot someone. This can relate to the key concepts of the uses and gratifications theory as this can fulfil some of the needs of the audience such as escapism where the audience imagine that they live someone else’s, fictional  life. The clips are assembled together in a montage, combined with diegetic music to ensure that the audience is kept engaged. The type of characters that are used can allow the player, to experience being a rescuer because of the apocalyptic message that is portrayed – that the world is at war.

How is war represented in the trailer?

War is being represented as something that can be made to be fun and it allows the audience to be pumped with adrenaline before playing the game. The reactions needed for the game are quick and therefore war is something that most audiences fear the most; however they could still be able to purchasing this video game simply because of interest. War is being represented as something apocalyptic whereby the world is in jeopardy and the player that can purchase the game will be able to save it. As war is being globalised within the trailer, it shows that war affects people across the whole world and can take place anywhere also which is also another representation of war.

In what ways is the trailer typical of the video game industry?

This video game trailer is typical of the video game industry by the use of point-of-view shots to allow the user to experience the feeling of shooting someone. The dark colours and shadows are something that the COD franchise is well-known for and can be largely recognised across the world. The shadows create the mysterious sense that surrounds the characters and the plot of the video game. The age rating is displayed at the beginning of the trailer to warn audiences of the forthcoming pieces. This is again something that is typical of the industry that sells video games. Additionally, all of imagery used is computer generated which again is something that most video game providers use to produce a video game such as this.

Who does this text appeal to and what pleasures does it offer?

This text targets the male audience more dominantly than any other. The reason I say this is because males are stereotyped for their passion of video first of all and secondly, this game is all about shooting and killing others which is again something the males are stereotyped to enjoy. The rating of the game is given at the beginning of the trailer – 17+ so we can assume that the audience being targeted is above this age; however the COD franchise has been known to target younger children who play games on their video games consoles (ps3/Xbox). If we split the audience into psychographic groups, then we can see that it targets the ‘carers’ of the world where these people care and want to save the world from disaster. Patriarchal societies are represented through this and therefore can give the male audiences pleasure in realising that they hold power in their hands whilst playing the game.

Easter Revision Homework

What techniques does the text use to persuade the audience to watch the film?

This text is related to the fast five trailer where there are various techniques that are used to persuade the audience and cause them to show an interest in the business. For example, one of these can include the fact that there are various action elements that have been implemented in this trailer to ensure that action-lovers are intrigued by the pieces of footage shown that display action themes. This can allow the audience to be aware of the genre of the film and be interested enough to go and watch the film. Additionally, there could be enigma codes that are created during the scene where they seem to burn a large sum of cash and say that they are not stealing it, which can force the audience to question the actions that the characters have taken and why they have done this. It does not make sense to the audience and this can catch the attention of them even further.

What audiences does this text appeal to?

This trailer can appeal to a wide range of audiences including various groups of people and socio-economic classes. For example, one of the audiences that can be targeted for this film can include women who can view the men through the medium-shots that are displayed. These men in the trailer are portrayed as well-built and their physicality of the characters are shown throughout, therefore this can appeal to women as this relates to the female gaze which is a contradiction of the male gaze which is a theory suggested by Laura Mulvey. Another audience that can be attracted to this trailer can include men, who enjoy action films and this is likely to be a very large proportion of male audiences. The socio-economic classes that are targeted by this film are the middle-class, and the working class. The reason for this is because it allows the viewers to experience a sense of escapism where they are imagining that they can live the life of a fantasy (one of the characters in fast five).

How is gender represented within the text?

Males are represented as tough and well-built because of the clothes that most of the men wear during the trailer. For example, Dwayne Johnson and Vin Diesel are constantly wearing vests which show off their masculinity and muscular bodies to show how rough and tough they are. They are constantly stereotyped as men that have no other motives in life, except for their own selfish reasons, because they seem to race for fun or simply to gain something. The women in this trailer are portrayed as objectified and as sexual objects. They are not focused upon as much as the men are because their characters may not be as important. The women’s costumes are scarce most of the time, and can give the members of the male audience pleasure in looking at them (male gaze – Laura Mulvey).

How can we tell that Universal has produced films similar to this before?

This trailer tells us that universal, which is the company that produced this film, is a company that are able to constantly use their previous experience of films to further develop films such as fast five. For example, fast five has had four prior films released previously, which has all been successful, especially with the male audiences as it relates to cars and women. This franchise has already been successful, and therefore this institution has been known to produce films similar to this previously and have promoted them successfully also.

How does the text engage the audience and what techniques are used?

This trailer uses various techniques that can engage the audience. Firstly, there are comedic aspects that are obviously displayed at the start which can allow the audience to be intrigued with the plot of the film and continue to show an interest in it. The jokes that are given, some have a crude sense of humour which can engage a younger audience into watching the film. This is one of the key conventions of a teen comedy which this film is. There is a shot of the two main characters whereby they are both standing proudly in their police uniform where they are both smiling which can then catch the interest of the viewer because it contrast most of the shots that are shown before this.

Who does this text appeal to?

This text appeals to a younger audience and one of the reasons for this include the type of humour that is used. It is something that mostly young teenagers are most likely to find funny and thus will be more likely to watch the film.  This text can also appeal to women because of the actors which they can enjoy watching them acting and this could relate to star appeal/sex appeal of the star (female gaze). Teenagers are most likely the targeted audience because the plot relates to high school within America and this is something that most teenagers find amusing and interesting. Moreover, another audience that can be targeted is a slightly older audience between the ages of 23-28. The reason for this is because they can experience nostalgia when watching this trailer and will want to experience the a form of escapism where they can imagine going back to high school as the characters have done.

How does this text entertain the audience?

This trailer can cause the audience to be entertained for various reasons. One of these reasons can include the fact that most members of the target audience are expected to be young as the genre is teen comedy, and in order to entertain these members, there is a sense of humour that relate to young people and doing stupid things that make others laugh. The audience normally laughs at the way the actors portray a joke and how they express their views about something which can sometimes seem idiotic but also comedic in some ways. Also, the intentional breaking of rules can also cause the audience to laugh and therefore lead to the audience being entertained and kept engaged. 

How is the brand image being promoted throughout the text?

The brand, Bugatti, is being promoted through the use of language of music combined which creates an effect on the audience. The voice that is being used is of a male figure and is very soft and sounds heavenly which make the brand seem as if it is something luxurious, which it is. The music is slow and blissful and creates an effect on the audience to receive a reaction that Bugatti would like to see. They want to know that their product is being advertised and interpreted in the way that they want to, which is to promote richness and quality to a customer. The voice that is speaking about the product sounds poetic and this makes the product seem more vibrant and wanted by the audience.

Who does this text appeal to?

This text appeals to the bourgeoisie class, for the reason that these members are able to afford this product as this is a very highly priced quality product that is a luxury vehicle and there are no other models that are available that are cheaper. This can relate to the Marxist theory which states that capitalist valued members of an audience belong to the bourgeoisie because they are the wealthiest members of the target market. Other people will be attracted to this product but not to purchase it, but instead simply for the dream that they wish that they could afford it. Even within the commercial, the voiceover asks the audience “Do I meet your wildest dreams?” which can make the some members of the audience experience a sense of escapism and then imagine what it would be like to own a Bugatti for themselves.

What techniques have been used to persuade the audience to go and watch the film?

The codes and conventions that have been used include various action and adventure elements which make the audience interested by the film. Additionally, the fact that this film has been based on a comic and is produced by marvel, it allows fans of comics to identify the film and if they have had a previous interest in this plot, then the film trailer aims to simply reinforce this story into the minds of fans. The audience can recognise the different superheroes that have been portrayed in this film and this can relate to previous star appeal, however, in this case, it can be both the character’s appeal and the actor’s appeal because they could both be well known such as Robert Downey Junior who also plays Iron Man.

What audiences does this text appeal to?

This text can appeal to a various number of people ranging from audiences also. For example, the range of characters that are present within the film can be identified from previous films that have been released not too long ago, and this can allow them to become genuinely interested in what this film is about because of the amount of superheroes that star in it. They have purposely shown that there are various superheroes that have been portrayed in the duration of this trailer and each of them can attract different audiences. The male superheroes will be able to attract male and female audiences, the latter because of the female gaze and the male because of the uses and gratifications of the audience that are fulfilled through the use of escapism.

How is the institution that produced this film promoted throughout the duration of the text?

The film has been combined of various previous comic book adaptations and have used the same actors (except for the Hulk) to ensure that the audience is kept entertained. This can show the audience that they have combined elements of all these films to promote this film and its plot.  Marvel Studios has partnered up with Paramount pictures (Viacom) in order to complete this. This institution has been lucky enough to experience success with previous films and therefore has a well-established fan base which most audiences can identify the film that is being released and is aware of the production company that is responsible for the production of the film.

Question 1 rewritten

What techniques does the text use to engage the audience?


The voiceover is the text has been used as one of the main features of an expository documentary and is often referred to as the voice of God. It is often a male and authoritative voice which provides anchorage for the images being presented on the screen to the audience. Additionally, the intimate moments of the producer's life also could provide a more personal basis for the audience to relate or identify to which is part of the uses and gratifications theory which was proposed by Blumer & Katz and was looked further into my McQuail. Identification can be used to attract large audiences and the reason why these particular shots can do this is because of the natural mise-en-scene which gives the text a sense of realism.


Furthermore. relating to the voiceover, it is of a man whose tone of voice is very sombre and the audience soon realise that this is not a text that is meant to humour or provide entertainment for them. The voice used is of a family man and can also provide audiences to identify with the man and the way he is speaking about his family as he sounds as if he is a father figure and family man. He constantly uses the word 'you' which promotes a direct mode of address to the audience and increases their involvement the facts that are given throughout the video could possibly allow members of the audience to recognise themselves as individuals and this could relate to Malsow's hierarchy of needs.


The fact that the voiceover is of a male and American voice could promote hegemonic values where the dominant values in our society lead the way people think. As America is probably the largest superpower in the world at this moment in time, it could prove to be a form of Americanisation and a patriarchal society because of the conviction in the man's tone of voice. The sound that is attached to the images on the screen is parallel and not contrapuntal because for example, at the start when the setting is very dark and gloomy, the music is dull and slow paced throughout whereas when the baby is born, is a natural scene and is a high-key lighted room which is attached to a little more upbeat and lifting music which matches the scene on the screen.


The extract could relate to Todorov's theory of equilibrium which states the every narrative begins at a calm period and is then disrupted and causes unsettlement which is called the disequilibrium and towards the ending, the equilibrium is achieved once again because of a resolution given by the main members of the narrative to provide peace and harmony. The extract starts off as if it is near catastrophic because of the images of the globe and the phrase given at the start ' nothing is more powerful than an idea whose time has come' which makes is seem as if the idea that is being focused on could bring disastrous results and this could also be a method of foreshadowing of future events in the text.


There are several montages uses to create pace for the text and an example of this is the snapshots of the producer's son and some of these are taken from the point of view of the producer and could possibly allow audiences to emotionally attach themselves to the video and increase their involvement. The close-up shots can also reinforce this to the audience and can engage them into continuing to watch the text. The fact that this could appeal to the global village could relate to the growth of e-media and its uses to spread news virally which was a theory suggested by McLuhan.

Kony 2012

1.      1. What techniques does the extract use to engage the audience?

The extract uses effects such as sound to engage the audience into paying attention to the facts that are being explained. The voiceover makes it sound factual and anchors the images on the screen. It makes the extract seem as if it is an expositional documentary and in some ways it is because of the way the producer is talking over the video as the ‘voice of God’ which is a term referred to describe the voiceover. There is a child used and is represented as the son of the producer who has sat him down to speak to him about Joseph Kony and the child connotes a sense of innocence and the audience could be shocked as to the questions being asked to the child and could intrigue them.

Also, the sound that is used is parallel to the images that are being displayed on the screen. For example, as soon as Kony’s picture enters the screen, the sound completely changes to create a sense of danger about him and his power so that the audience is aware of his supremacy within Uganda and can engage their interests.  The image at 11:28 reinforces his power and control over the land in which he lives and has a major influence of the children and the way they think. The facts that are given to the audience by the voiceover can also shock them and connect to the video.

Older members of the audience who could possibly have children could also relate and identify to the video and could engage their interests because it is explained that Kony kidnaps and recruits children like the producer’s son and forces them to kill for him. They then form the Lord’s Resistance Army (LRA) which could surprise the audience as he is forcing children to come together as an army to protect himself and increase his power in Africa. This could relate to the uses and gratification theory which was suggested by Blumer & Katz as the audience is being informed of Kony’s wrongdoings and could fulfil some of the satisfaction of the audiences to be informed and educated.

2.       2. How is Kony represented in this extract?

Kony is represented as a dominant figure within Uganda and surrounding African countries because his ‘army’ the LRA is gradually growing which is therefore increasing his power and command in these countries. Kony is represented as a negative individual who could be considered as the enemy of the world because of the crimes he is repeatedly committing. These crimes could also represent Kony as an individual who stands for anti-hegemonic values and ideologies because of the acts that he enforces such as child soldiers and sexual slavery.

Kony is represented as an individual who could possibly gather followers and grow and could lead to disastrous results for the world. He symbolises evil during the three minutes of the extract as the images of him all portray him as someone who looks fearless and will do anything to sustain his power and control within Uganda. Kony is looked at as the villain and binary opposition is used to show the difference between him and the rest of society. This is a theory that was suggested by Levi Strauss which explains the effect of oppositional individuals. The video represents Kony as having a negative persona which people do not like and he has been listed as the most wanted criminal in the whole world which again shows his influence and position in Africa.

3.      3.  How does the text trying to make Kony 2012 seem a positive brand?

Kony 2012 is now a brand that is widely recognised across the whole world. The extract promotes the brand as a positive institution that is dedicated to a cause that is worthy of people’s time. The facts that are given during the three minutes of the extract makes Kony seem worthy of catching and arresting. Also, the urgency of arresting Kony is also continually represented to reinforce the fact that their brand, Kony 2012, is being used to rid the world of someone who is as horrible as Joseph Kony.

The fact that there are views expressed from people from Kony’s own country such as politicians who do not have the power to change anything, they are joining together as one and connotes peace and unity across the world which makes the brand seem positive.

4.       4. Who does this text attempt to appeal to?

This text attempts to attract a large number of people across the whole world and was originally posted online and has been spread virally. The extract has been started as an online campaign to ensure that Kony is made famous across the world to make others aware of the crimes that he has committed. This can appeal to the psychographic group of carers because these are people who want to save the world and want to have sustainable futures for their future generations.

E-media has been used therefore this could appeal to the younger generations (15-25) because this range of people are the most literate in the use of technology. It could appeal to older members of the audience if they have children themselves, they could possibly identify and empathise with the views expressed in the text. As the recent Arab spring that has occurred in the Middle East, there could be people that are scared of something similar happening again in Africa this time, and could be attracted to this cause as they have the opportunity to do something about it.

Celebrities are used in the extract to promote Kony 2012 and making him famous is the first step that is explained as the best possible action to take. The producer has stated that they have targeted 20 of the most diverse and popular people within the world to make Kony famous and can make the world aware of the acts that Kony has committed and is likely to continue to do.

The Guardian Analysis

Codes & Conventions: What techniques does the ad use to persuade the audience to consume the Guardian?

This advert is used to promote the Guardian's new 'whole picture' campaign where they are making the audience aware of their philosophies such as open journalism. The story that they are using for this is 'the three little pigs', a story which many have heard during their childhood, therefore people will be able to relate as they have heard the story before.

The story normally portrays the wolf as the antagonist, however the Guardian have used this to their advantage and shown the wold’s side of the story and why he blew the houses of the three little pigs down.  During the advert, there are many countries shown that have received the news, therefore this makes this story seem highly popular and the Guardian seems to have full coverage of the story and could possibly attract audiences to consume the Guardian. The Guardian has a website where people from around the world can view the news and comment on stories that have been published. Furthermore, twitter and Facebook allow the Guardian to increase this interactivity with their audience and this meets the audiences needs as if fits into the uses and gratifications theory which Abraham Maslow suggested was an extension of the needs and motivational theory which states that members of audiences want to be valued and recognised. They want their needs to be fulfilled and by giving them the news of the world, the Guardian may be succeeding with some of these needs. The audience could also identify with the different races and ethnicities that are presented to them that are reading about the news and are getting involved through social networking. This makes others want to get involved if they see others that could possibly be like them getting involved as well.

Representation: How is the news represented in the ad?

The news is represented as global and viral as it spreads extremely quickly over the internet. It makes a small story into something big, where they bring in a mortgaging problem, and then add murder to the crimes that the pigs have committed. This shows how sometimes, during a news story, there are more details that we are aware of they are investigated properly and by the right people. The Guardian is trying to subliminally imply that they are a brand that looks into stories in-depth and try to look at the whole picture rather than one aspect. This allows the news to be represented as good and true to their word therefore this can also attract audiences.

The news could also be represented a negative because of all the negativity that is shown through the duration of the advert. For example, there are riots that are shown and these riots are taking place as a result of the news that the Guardian have distributed. This could lead us, as the audience, to possibly assume that all the news that the Guardian portrays, will have some negative spin on it and could lead to dangerous events like riots.

Media Institution: What issues of new technology does this ad raise and what does it tell us about the values of The Guardian?

The Guardian has stated they are a brand that is able to harness and use 21^st century media to their advantage. This can link in with how the internet has impacted a lot of businesses not only the Guardian and how they have to adapt to meet their audience’s needs. The news that the Guardian produces is available on all media platforms for consumers to access however, e-media is the most dominant platform by far as it is easily accessible 24x7. 82.5% of the UK’s populations have access to the internet therefore the Guardian makes itself available to more than 50 million users in the UK by having a website that is continuously updated.

The fact that the Guardian displays various luxurious items such as iPhones and iPads, could possibly lead us to assume that they support values where they believe they are the most noble because of their wealth. This could encourage audiences that fit into the aspirers segment of the market who hope to join the ranks of the upper class but could also discourage some members of the audience who may believe that the Guardian is produced for them therefore they should not consume it.

Audience: On the basis of this ad, who does the Guardian brand appeal to?

At the end of the advert the Guardian states that they are ‘web, print and tablet mobile’, which allows us to identify the Guardian as a brand that has shifted into convergence where its consumers can access the news from various sources and again meets the needs of the audiences such as the uses and gratifications theory. If the audience was segmented through psychographics, then this ad would appeal to upper class individuals because of the luxurious items that are shown during the ad. For example, there is Apple products that are shown which can display the news for the audiences and as these are not cheap items, they are items that these succeeders can afford.

The most literate generation in technology is the younger ones therefore this could allow them to be more involved with news and social networking that relates to the news around the world. Silver surfers that use the internet could also be attracted to consume the Guardian as they may have an interest in global issues and the spread of technology will allow them to become more advanced with it. 

Trailer Analysis

What techniques does this trailer use to persuade an audience to see the film?

This trailer, like all trailers shows the best parts of the film that will allow the audience to be intrigued by the event s in the film and go to watch it. Other things in the trailer such as star appeal can also attract audiences to watch the film. For example, the main character is Liam Neeson who is a very established actor and has won numerous awards previously in his acting career and this could appeal to audiences because he is the protagonist in the film. The fact that the film is based on kidnapping and trafficking may appeal to some members of the audience but could also be a sensitive issue. The major relationship that is being threatened in the film is the father-daughter relationship whereby the daughter is kidnapped and trafficked during a trip to France and the damage to their relationship can be related to by some of the audience.

There are various shots used to express the feelings of the women in the film. For example, some of the women Neeson sees are shown with a wide shot whereby we can see their surroundings and their clothing. However, when he finds his daughter, there is a close-up shot used to identify the expression and the effects of the drugs that she has been given. Again linking in with the clothing, the women are seen with minimal clothing on which can relate to a theory that was suggested by Laura Mulvey which was called the 'male gaze'. The audience may feel as if they are experiencing voyeurism as they are observing women with scarce clothes on.