Media affects an audience severely. Most people argue that the media involves either emotion or the fluctuation of social science. On the emotions side, a great number of media has been the center of a moral panic at one point. Since the audiences is a vital component to media studies, there are theories to evoke, including the ‘effects debate’ and the ‘use of gratifications’ model. The ‘effects debate’ theory has argued that media has the potential to influence the audience negatively. The ‘use of gratifications’ model reveals that an individual uses media in order to please certain needs.
ER is one of the most popular programs that is currently broadcasted as it falls under five topics: energy, abundance, intensity, transparency, and community. As described in the chapter, energy is the “speed of series or sharp, short items; the ‘latest’ news; handheld camera”, abundance is “technology of news-gathering”, intensity is the “emphasis on violence, dramatic incident; selection of visuals with eye to climatic moments”, transparency is the “simplification of events to allow easy comprehension”, and community is “the world rendered as global village”. When media theorists changed their perception of the audience from a number to actual people, the ethnographic theory was developed. Scientists were put into a group of people and observed their behavior to better understand human behavior, which is called participant observation. The purpose of this study was for the researcher to be with the audience they are studying.
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Diversity and Cultural Citizenship
YouTube is a platform designed to allow cultural participation by the average person. YouTube has become a platform that has a wide range of participation in digital media culture due to its audience and their culture having a collective motive and communication. This allows access to and participation in popular culture, which is important to political participation and citizenship. This is mainly providing a way for minorities, LGBTQ+ people, women, and religious people to voice their opinions. Globally, culturally, diverse communities can be formed due to YouTube being a multinational platform. This allows people to express their perspective and their identity. It also lets them engage with other people’s self-representation and come across cultural differences. Since YouTube is vastly diverse, people can connect through progressive social change initiative such as their Creators for Change program. This program allows diverse, international YouTubers to connect with each other. Globalization and Localization To determine whether YouTube permits a more cosmopolitan media environment with new perspectives or filter bubble that our taste preferences, social worlds, and opinions are catered for, globalization and localization play an important role. Due to the internet being available to the world and YouTube is permitted worldwide, YouTube is deemed as a global platform. It’s also considered global since it lets virtual border crossings between geographical locations of producers, distributors, and consumers. A survey of the most popular content on YouTube, sampled back in 2007, showed that there was one global YouTube. Later that year, YouTube began to make localized versions, allowing for content to more relevant to a specific location. The result of making these localized versions led to YouTube having 90 different country versions ten years later. When YouTube became mobile, the platform was automatically set to display content that was relevant to the user’s location, whereas before, users were to choose to have either the global version or the local. This feature limits the content that a person sees due to the content catering towards their location. YouTube as Cultural Archive YouTube is used as a cultural archive since most people, when asked, use YouTube to listen to music; however, as opposed to new music, the music would be old music that they are familiar with. Because YouTube has been around for many years, there’s a vast amount of old footage that can make people feel nostalgic. Other films such as old commercial ads and clips from childhood tv shows are also posted on YouTube as people reminisce on them. Music labels add videos from their back catalogues to YouTube as an archive, which promotes their new content. YouTube can also be used as an archive for not only old entertainment footage, but for legal purposes and historical significance. For instance, someone could possibly have footage of an illegal or historical event and can post it on YouTube. The footage could be used as evidence for the event. Due to YouTube’s community guidelines, the footage may be taken down if it goes against their terms of service, questioning whether YouTube should take responsibility for archiving. How does my product use or challenge conventions and how does it represent social groups or issues?
My magazine, New Music, solely focuses on the topic of music and artists on the rise. The overall magazine is kept minimalistic and has toned-down colored text. The magazine cover has a simple masthead and three cover lines, keeping it from appearing crowded. The central image of the magazine cover is an image of Giveon, a gifted artist, who is talked about in the cover line. This magazine challenges conventions due to the simplicity of the magazine. Typically, most magazines are crowded with multiple different fonts/texts and flashy with bright colors in contrast to New Music. My magazine is kept clean and uncluttered with black, grey, and gold being the main colors. While most magazines’ central image of their cover is in the middle, New Music’s isn’t, challenging conventions. My magazine, New Music, prioritizes on promoting artist’s new releases. This issue in particular narrows in on RnB artists including The Weeknd. This points to the representation of RnB musicians. The central image being Giveon, a chart climbing RnB artist, pulls in an audience of RnB fans/artists. How did you integrate technologies–software, hardware and online– in this project?
Throughout this project, technology was a necessity in order to create the magazine. To collect research for my magazine, I used Google to find information and news on upcoming artists. Sites such as YouTube and Billboard helped me find artists on the rise. I also used Photopea.com to create, edit, and format my magazine cover, which allowed me to learn the basics of Photoshop. The hardware I used to create my magazine was all done on my 2020 MacBook Pro. How does your product engage with audiences and how would it be distributed as a real media text?
My magazine targets a younger audience due to the relevance of the rising artists in the magazine. Displayed on the cover of my magazine is the rising artist, Giveon, whose target demographic is young people who enjoy RnB music. New Music also includes Brent Faiyaz, who also has a large group of young listeners. New Music also targets Gen Z because of how simple the overall magazine is. Nowadays magazines look cluttered and filled with bright colors and since my magazine is minimalistic, it stands out from the other magazines. Since New Music targets a younger demographic, it will be mainly distributed nationally throughout online outlets and on paper in various locations around the United States. My magazine will first be posted on our interactive website and later on will be distributed to stores, on paper. By doing this, we can target all of our audience whether it'd be online or if they see it in a store. My magazine will also be posted on social media including Facebook and Instagram. This will be done in order to reach the younger demographic since a great percentage of Generation Z has social media. How did your production skills develop throughout this project?
When starting this project, I barely had any knowledge about the production of magazines. Researching was a huge part in helping develop my knowledge throughout this project. By researching, I understood the terminology and the logic behind the production. Understanding why many magazines had large texts and bright colors made me realize how most magazines are formatted. Throughout this project, I learned how to format a magazine and how to use Photoshop, which I haven't used before. I learned how to use various tools on Photoshop such as the crop tool and the lasso tool. I’ve improved many skills and learned a great amount about the production of magazines during the project including improving my researching and planning abilities. When I first created my magazine cover, I wasn't sure what I had in mind besides that I wanted it to focus on music. I also didn't know much about the formatting of a magazine cover or how to use photoshop. For my first magazine cover, the image was stretched out, the cover lines were large, and I wasn't content with the overall cover. In my completed cover, the central image is on the right so that the cover lines don't overlap onto the image. It also has the issue number, date, and a barcode whereas my first one didn't. All of the words are located on the left of the cover to keep the minimalistic look, which I was aiming for. I also incorporated photography credits that I didn't do in the first cover. Ultimately, my completed cover fits the aesthetic I was looking for and aims at the demographic that it is targeting. The difference between my first cover and my final cover shows how much my skills have improved.
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