Unit 1 Introduction to Media SAMPLE

To study media is to study the process in which we document our lives. Before you delve into the intricacies of media production and analysis, you must first understand your relationship with media.

Before you begin this topic, think about:

• what you already know about studying media

• what you would like to know about studying media.

We will return to this point at the end of the unit.

This unit links to the key concept of audience. In media studies, studying how and why audiences consume media is an essential process. During this unit, you will reflect upon your practices as an audience member to various types of media.

After studying this section, you will be able to:

• define and explain basic concepts and key terminology for studying media

• understand the concepts of media forms and platforms

• evaluate the effects of media.

Think of a message, idea or principle that is important to you. Keep it simple. Now, using only one piece of paper, develop something that creatively conveys this message.

Share your creation with a small group (four to five students). Discuss the following questions:

• Did you create a piece of media?

• If so, what makes this a piece of media?

• If not, what would make this a piece of media?

When we hear the word ‘media’ we may have different perceptions of what this actually means. Like many aspects of our existence, our understanding of ‘media’ has evolved along with changes in society. Before we begin discussing the many topics that comprise media studies, we must first explore the concept of ‘media’.

The most common definition of ‘media’ refers to the means in which we communicate. This includes both the media forms and the media platforms that are used to disseminate information to the masses.

Media forms, such as print, have been used for communication purposes for centuries. Other media forms, such as film, TV, radio and video games, are more contemporary methods of communication.

Work with a partner to discuss how various media forms are used to communicate information in your city or country. Consider the types of information and content that are commonly communicated through these forms. Copy and complete Table 1.1 with specific examples of content that are communicated through the listed forms.

media forms: the specific medium used to communicate meaning.

Newspapers

Magazines

Advertising

Table 1.1: Content communicated through different forms

Review your tables and consider these questions:

• Which media forms are most commonly used to disseminate content that focuses on entertainment?

• Which media forms disseminate informational content?

• Which media forms disseminate both types of content?

The media platform is the distribution method for the media form. For example:

• Social media is an online media platform that often distributes media forms such as print or music but can also include videos and images.

• Broadcast media can be a digital or online platform that often distributes TV.

• Video games are distributed through a digital media platform.

It is important to note that as technology evolves, media forms may be able to be distributed through more than one media platform. Magazines are a great example of this. Although most magazines are now distributed digitally, many are also still available in physical form.

Consider how the following content is typically distributed. Copy Table 1.2 and place a tick (✓) in the boxes for all types of distribution methods available for each form.

Media form

Newspapers

TV shows

Video games

Magazines

Music

Podcasts

Books

Memes

VOCABULARY media platform: the method of distribution for a media form –digital, online or physical.

Table 1.2: Distribution of content

Working in a group of two to three, share your tables and engage in a discussion about your conclusions.

• Which types of content are distributed using more than one media platform?

• What media platform is used least?

The term ‘media’ is also used to refer to the organisations and people that create and disseminate messages through media platforms. Quite often when we say ‘the media’, we mean the news organisations, film, TV and music production companies, publishers and broadcasters that are responsible for developing the content that we consume.

When creating media content, one of the first choices is deciding which media forms and media platforms to utilise. Consider the following scenarios. As a content creator, what choices would you make? Which are the most suitable media forms and platforms?

• Scenario 1: You want to advertise a new mobile game geared towards people between the ages of 21 and 35.

• Scenario 2: You are creating a documentary about high-end, environmentally friendly travel destinations.

• Scenario 3: You wish to spread the word about an upcoming play at your local amateur theatre.

We rely heavily on ‘the media’ to develop content that helps us understand what is happening in our communities and the world at large. We also rely on ‘the media’ to entertain us with various forms of art or content that offers pure escapism. What organisations or specific directors come to mind when you think about your favourite films? Who has created some of your favourite songs? All these creators from ‘the media’ have had some impact upon your existence.

Working with a partner, conduct research to find the content and creators for each of the following media forms for each of the past three years (search for the answers only within your country):

• top grossing film

• most watched show on broadcast TV

• best-selling novel

• top music single of the year. Review your findings. Are there companies or creators that appear in more than one media form? If so, what conclusions can you make about ‘the media’ in your country?

It is important to also remember that with advanced technology at our fingertips, almost anyone can be a content creator. If you have ever posted anything on social media or created a short film or piece of music, you are a content creator. Therefore, an important question to consider is, are we all now members of ‘the media’?

Much of our existence is imbued with media. Due to around-the-clock access to technology and online information, it is not an over-exaggeration to say that we are constantly exposed to media content. Therefore, it is necessary to enhance our understanding of media.

The term ‘media’ refers to modes of communication. When we say ‘the media’, we are often referring to the companies and people that develop media content.

The modern technology that we use to distribute and access media was integrated into society quickly. As we were enjoying this quick, efficient access, we had little time to truly think about what we were accessing or how it affects our lives. When you learn how to analyse media content, you are less apt to be manipulated and more apt to expose yourself to media content that enhances your life rather than sucks away your time.

Many of the skills that are developed through studying media can be used in other courses and other facets of your life. In addition to improving your analysis skills, you will also work with a variety of technologies, research major organisations and create media products for a variety of purposes. The most profound skills development will occur as you work on long-term projects. During these projects you will enhance your planning, research and production skills.

ACTIVITY 1.4

Assess your current abilities in the following skills – be honest!

Communicating my ideas

Analysing media content

Creating new products using technology

Managing my time well while working on long-term projects

Creating a schedule for myself when working on long-term projects

Working within teams to develop something new

Conducting research using credible sources

Table 1.3: Skills audit

Review your learning

• Which skills will help you as you work through this course?

• Which skills are you most looking forward to improving?

Media savvy individuals are thriving within our media-driven world. Many of the most sought-after jobs are those that require the skills developed through studying media. When most people think of jobs in the media, they immediately think about media content creators. The realm of media-related jobs moves far beyond content creation. Content creators often work with a team of people that are all experts at different aspects of how to create the content.

There is also the business side of the media. This aspect requires the expertise of those working in finance, operations, marketing and various management positions.

‘Media literacy’ is a concept that represents a main goal within a media studies course. Research this term. What information did you find? What does a ‘media literate’ person do when consuming media?

Choose a job within the media sphere and research the following:

• What qualifications are required for this job?

• What are the typical tasks?

• How does this job relate to media studies?

Take a moment to reflect on the skills necessary for understanding media studies. After studying this section, complete this table.

You should be able to:

Define and explain basic concepts and key terminology for studying media

Understand the concepts of media forms and platforms

Evaluate the effects of media