R epresentation A udience I nstitutions L anguage I deology N arrative G enre R epresentation A udience Institutions L anguage I deology N arrative G enre Todays learning ID: 399737
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MEDIA INSTITUTIONSSlide2
R
epresentation
A
udience
InstitutionsLanguageIdeologyNarrativeGenreSlide3
R
epresentation
A
udience
InstitutionsLanguageIdeologyNarrativeGenreSlide4
Today’s learning
o
utcomes
Know the basics of the ‘
media institutions’ key concept.Understand how all media institutions have their own ideologies, codes and values.To analyse ‘Apple Inc.’ as a media institution.Slide5
Media Institutions
A company or organisation that produces media texts.
Every
media institution
, has its own codes and an ideology that is embedded into every product and text it produces.Whereas to the public this ideology is subconscious, you guys as media students must learn to engage with it directly. Slide6
Media Institutions
At a basic level;
understanding
institutions
is about understanding:Knowing who produces media texts Understanding what institutions’ codes and values areEvaluating their relationship with us as
individuals
Task:
‘School’ is an institution. What can you tell me about ‘School’ discussing the points above?Slide7
Media Institutions
Whatever media text you are analysing, you must ask yourself;
how is the institution trying to present itself?
Therefore, when we analyse a text in class; we must ask ourselves the same question.
Examples: for the following texts, write down 3 words or values that you think the institution is attempting to communicate…Slide8
Media InstitutionsSlide9
Media Institutions
Expensive
Speed
Safe
ElegancePowerEnjoymentQuality manufacturingBritishBeauty of designSleekClassySophisticationLuxuryAchievableSlide10
Media Institutions
Colour scheme
Shine of the car/lighting
Wording
Personifies the car (‘heart’)Design of the carSimplicity – let the car speak for itselfSlide11
Media Institutions
Sexiness
Youth
Fashion
BeautyPerfectionAttractivenessProfessionalEleganceSelf-improvementSelf-esteem / ConfidenceSlide12
Media Institutions
Bright colours
Professional layout
Varied font
Celebrity imageSlide13
Media Institutions
Apple Inc.Slide14
Media Institutions
As a detailed example of how to deconstruct the ideology of an institution, today we are going to look at Apple.
Brainstorm everything and anything that comes into your head when you see this:Slide15
Steve Jobs: Billion Dollar Hippy
Broadcast on BBC 2 on Wednesday December 14
th
2011.
Take notes on the way in which Steve Jobs’ personal philosophy and ideology is embedded into Apple as an institution, and the products it produces.Slide16
Link
How does Apple promote itself as an institution of convenience?
Use your understanding from the documentary, plus your knowledge of moving image media language, to answer the above question. 10 minutes.