M-I-R-A
There are many different ways to approach analysis of a media text. You can use the acronym MIRA to help your basic approach.
M = Media Form: What is this?
The first step in analysis involves naming what you are analysing. Is it a movie poster? The title sequence to a TV drama series? A music video? If it's a newpaper front page, how do you know? Is it advertising or promotion, made by a toy manufacturer or a pop band to promote their product? Is it critical, produced by a magazine, blog or newspaper as commentary on a product? Is it narrative? Does it tell a story in its own right, or does it promote highlights from a longer story (e.g. the trailer for a movie or TV show)? Describe what you are looking at, and say how and why it fits a particular Media Form.
I = Institution: Who Made this?
Your next step is to consider who constructed the text. Was it a big, powerful company with millions of dollars to command, or is it a small, local production, created on a shoestring?
R = Representation: Who or What does this show?
There are people and objects in here - how are they represented in both words and images? Is the representation positive or negative? Is it a stereotype or is it original?
A = Audience: Who is this for?
Every media text is made with someone in mind, whether it's a summer blockbuster movie aimed at all four quadrants, or a niche magazine aimed at Civil War re-enactment enthusiasts. Who do you think the preferred audience is for this text, and how do you think they are expected to interpret it? If it's an ad, will they buy the product? If it's a title sequence, will they keep watching?
http://www.mediaknowall.com/gcse/keyconceptsgcse/keycon.php (Source)
Connotation: The meaning behind something. This can vary between person to person.
Denotation: What something actually is
The areas of textual analysis are sound, camera editing and miss-en-scene.
Before starting Section 3, you are missing work from Section 2. Please look at the list below of tasks that you need to complete - also look on insight for any powerpoints to help.
ReplyDeleteSection 2
Traditional methods of advertising, with examples
Contemporary methods of advertising, with examples
Example of a marketing/advertising strategy for a real film involving both methods
Evaluate different methods – You were provided with examples and then had to evaluate them yourself
Introduction to distribution, traditional
Looking at contemporary Distribution
Technological convergence and its impact, evaluating how they think the same film would be marketed in the present day. For example, social media, range of devices for the audience to see the marketing campaign etc. Example: wiseGEEK (http://www.wisegeek.org/what-is-technological-convergence.htm) explains what technological convergence is and the effects on hardware, internet and the advantages and criticisms.