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TOPIC 67. MASS MEDIA IN ENGLISH LANGUAGE: JOURNALISTIC STYLE. THE PRESS,…
TOPIC 67. MASS MEDIA IN ENGLISH LANGUAGE: JOURNALISTIC STYLE. THE PRESS, QUALITY NEWSPAPERS AND SENSATIONALIST NEWSPAPERS
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FUNCTIONS OF MASS MEDIA: AGEDED
-Advantages of mass media in the contemporary world according to Gordon (2018): educational tool, quick spread of info, cultural exchange
- giving voice to the voiceless (allowing the general public to express their views freely)
- effective and wider communication (through media the world has transformed into a global village that stays connected and united
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- diffusion of diverse cultures (mass media also spread arts and cultures to every corner of the world. With the help of internet, anyone can learn a new language or travel the whole world without physically going from one place to another)
- encyclopaedia of info (internet is a huge open source of info with search engine platforms, social media platforms, and learning websites to acquire any kind of knowledge)
-Disadvantages of mass media such as misinformation, compromised privacy (Gordon,2018), health issues, glamorising censored content and topics, possibility of fraud and hacking = challenges of the 21st c. addressed by the Spanish Educational Law to achieve the
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6 MAIN TYPES OF MASS MEDIA
- Traditional Media: one of the oldest types of mass media to transfer traditions and culture over generations. The tools of communication have been developed from beliefs, customs, rituals and practices of society. This type varied in each culture/society since each has their own mediums to communicate to their mass audience. Thus, the traditional media can be folk songs, dances, folktales, folklore, as well as paintings, sculptures, fairs, festivals, .
- Electronic/Broadcasting Media: allows ease of news dissemination to even an illiterate person bc it appeals to both auditory and visual senses, making it one of the most inclusive . Thus, it refers to TV, Radio, Video Games, Films, traditional telephone.
- Outdoor Media (OOH) is focused on transmitting info and news when the public is Outside Of their Home. Outdoor media gives importance to display advertising and attracting individuals towards new products, some social cause or any development or change in society.
- Transit Media revolves around the concept of advertising and information dissemination when consumers are in public places or in transit. These include displaying ads on vehicles and transportation.
- Digital Media/New Media/Internet: since the invention of the web, it has drastically taken over all types of mass media because of its faster dissemination and higher digital technology. New Media is an interactive 2-way communication with users being the active producers of content and info. The internet is considered as highly interactive and it can be simply defined as the "network of networks". The invention of the Internet has allowed breaking news stories to reach around the globe within minutes.
- Print Media: printed form of info and news. It's one of the basic types of mass media tools making it very popular and convenient to reach a wider audience. It originally referred to newspapers and then expanded towards magazines, tabloids, brochures, journals, books, novels and comics.
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2.1. JOURNALISTIC STYLE is the prose style used for news reporting in media such as newspapers, radio and TV. It attempts to answer all the basic 5Ws questions about any particular event (who, what, when, where and why).
- News stories also contain at least one of the following important characteristics relative to the intended audience: proximity (close/relevant to readers), prominence (importance is relative), timeliness (duration of relevance), human interest (reaching emotions), oddity (rarity of occurrence), conflict, impact (in audience's daily lives, changing feelings/behaviours).
the role of the journalism has changed over the last 2 decades because of:
- the digital age of technology and the publication of news on the internet (creating a shift in the consumption of print media channels, as people nowadays read news on their electronic devices);
- the rise of social media and citizen journalists (who are the authors of actual breaking news with content uploaded online in social media); mainstream media (large mass news media that influence many people, reflect and shape prevailing currents of thought);
- and fake news (deliberately untruthful information often published to intentionally mislead readers)
NEWS STYLE
- newspapers generally adhere to an expository writing style. The main goals of news writing can be summarised by the ABCs of journalism: Accuracy (true and precise info), Brevity (economical use of words), Clarity (simple sentences and proper punctuation).
- Journalistic prose is explicit and precise, trying not to rely on jargon. As a rule, journalists will not use a long word when a short one will do. They use S-V-O construction and active, vivid prose. They offer anecdotes, examples and metaphors. News writers try to avoid using the same word +1 in a paragraph (this is called echo)
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MAIN WRITING STRUCTURE
- inverted pyramid: begins with the latest or most important development, then provides greater description and detail
- Narrative: straightforward, chronological description of events.
- Hourglass = inverted pyramid + narrative structures. It begins with the most critical information, then transitions into a narrative that provides more detailed context. It attempts to satisfy readers who don't complete the article, while continuing to engage interested readers.
- :Diamond structure starts with a narrow focus, expands to provide broader context and details, and then narrows down again to a specific point. This method helps readers ease into the information, absorb the broader context, and then return to the main point. It considers the story as a quest to understand the situation of a single individual.
- Christmas tree: shape of this story broadens out from the introduction with a series of internal turning points or surprises within the narrative before coming to a conclusion. It's used for developing a series of narrative twists in complex evolving stories.
- Organic structure is composed at its most basic level of visual imagery that provides a cinematic feel. It means it develops naturally based on content.
- 5-boxes: Rick Bragg is credited for this 5-part structure of standard progression with 1 lead, 1 nutgraf, 1 detail/image,1 supporting material and a kicker (quote that leaves a lasting impression)
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Newspapers typically meet 4 criteria: CAPU
- Currency: information up to date as its publication schedule allows. Print newspaper is limited by the need for time to print and distribute the newspapers. Online newspapers can be updated as frequently as new info becomes available, even several times per day.
- public accessibility. by paper being distributed at shops and libraries and since the nineties made available over the internet with online newspaper websites.
- periodicity: published at regular intervals, daily/weekly. Newspapers can provide info on newly emerging events.
- Universality: newspapers cover a range of topics, from political and business news to updates on science and technology, arts, culture and entertainment.
- quality press are newspapers in national circulation distinguished by their seriousness. The category used to be called "broadsheet" until several papers adopted a tabloid printing format.
- Yellow press = American term for journalism associated with newspapers that present little or no legitimate news while instead using eye-catching headlines for increased sales. Techniques may include exaggerations of new events or sensationalism. They have political bias and crime-related stories.
- In the UK English a roughly equivalent term is tabloid journalism since it originally referred to the smaller size of the newspapers. It is a modern form of journalism that focuses on celebrity gossip and scandal stories. Now it has expanded to TV and online programs.
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The phrase "the media" began to be used in the 1920s. The NOTION of MASS MEDIA was generally restricted to print media up until post WW2, when radio/TV/video were introduced. Audiovisual facilities became very popular because they provided both info and entertainment, because the colour and sound engaged the viewers/listeners and because it was easier for the public to passively watch tv or listen to the radio than actively read.
- Mass Media can be defined as a tech intended to reach a mass audience. It's actually the primary means of communication for the general public to interact with each other as well as on a grander level.
TOPIC 68. MASS MEDIA IN ENGLISH LANGUAGE: RADIO AND TV. ADVERTISING IN ENGLISH-SPEAKING COUNTRIES: LINGUISTIC AND SEMIOLOGICAL ASPECTS.
- English-language radio refers to radio stations that broadcast primarily in the English language and are in countries where English isn't an official language. Often referred to Expat Radio since it enables expats/vacationers/travellers to listen to the radio in their native language while abroad.
- Internet radio is a digital audio service transmitted via Internet. Usually referred to as Webcasting since it's broadcasted online (wireless).
Internet radio is generally used to communicate and easily spread msg through the form of talk. It involves streaming media, presenting listeners with a continuous stream of audio that cannot be paused or replayed. It offers news, sports, talk and various genres of music.
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- TV = telecommunication medium used for transmitting moving images (2D/3D) and sound. It's a mass medium for ads, entertainment, news and sports.
- The storage of TV and video programming now also occurs on a cloud.
- Since 2010 with the invention of Smart TVs, internet television has increased the availability of tv programs and movies via the internet through streaming video services (such as HBO)
Advertising is how a company encourages people to buy their products, services or ideas. It's one element of marketing, which also includes design, research and data mining.
An ad is anything that draws good attention towards these things. It's usually designed by an agency for a sponsor or brand and made public by various media. Ads appear on TV, radio, newspapers, magazines, billboards in streets and cities. Advertisers use methods that attract the attention of potential buyers.
Advertisers influence emotions by techniques that include stereotyping and targeting the audience.
trailer = ad of a movie that shows a short collection of clips from the movie and the date it will be released in cinemas.
Ads are on websites too. These appear as banner ads or popups . Their owner will get money when a user clicks on the ad.
- Billboards advertise products on highways and city streets: these may simply be freestanding billboards or part of street furniture. Buses and taxis are often covered in adverts. But they also appear in planes, stadiums, public events, etc.
most common techniques used in English Advertisement:
- Emotional Appeal: w the help of 2 factors - needs of consumer and fear factor.
- Promotional Advertising: giving away samples of the product for free. Items are offered in promotional events to gain the attention of the customers.
- Bandwagon advertising: convincing the customers to join the group of people who have bought this product and be on the winning side.
- Facts and statistics: using nº, proofs and real examples to show how good a product is.
- Unfinished Ads: playing with words by saying a product is better but not stating how much more than the competitor.
- Weasel words: not saying they're best from the rest but not denying it either.
- Endorsements: using celebrities to advertise products. They endorse the product by telling their own experiences with the product.
- Complementing the customers: using punch lines which complement the consumers who buy their products.
- Ideal family and kids: showing happy families using the product.
- Patriotic Advertisements: showing how one can support their country while using a product or service.
- Questioning the customers: asking them questions to get response for their products
- Bribe: customers with sth extra if they buy the product
- Surrogate advertising: used by the companies that cannot advertise their products directly
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Advertising Standards Authorities in English-speaking countries encourage responsible advertising with some core regulations:
- substantiation: Claims made in advertisements must be supported by evidence.
- adverts mustn't materially mislead by omitting material info or presenting it in an ambiguous way.
- comparisons should not mislead: they must be related to products that meet the same need and are intended for the same purpose.
- they shouldn't be offensive
- Prices must be specific: should not mislead by undue emphasis or distortion
- Advertisements making environmental claims must be accurate.
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LINGUISTIC ASPECTS
Ads use a lot of repetition and rhyme to get into the customers' memory, creating a long-life learning, aim of . In order to do that, they use a persuasive, exaggerated, and assertive style, employing descriptive vocabulary and rhetoric figures with connotations. Additionally, imperative, present/future forms are used.
- SYNTAX, simple readability, predominant nominal/verbal groups (sometimes omitted), imperative voice, present simple, future forms.
- LEXIS, adjectives, adverbs, descriptive vocabulary, emotive words with specific connotations and assertive uses.
- STYLE, persuasive and exaggerated.
- RHETORIC FIGURES, parallelism, metaphors, personifications, comparisons, alliterations and hyperboles.
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Gordon, F. (2018). The significance and impact of the media in contemporary society. In Children, Young People and the Press in a Transitioning Society. Palgrave Macmillan.
CHARACTERISTICS OF MASS MEDIA
- it constitutes both technical and institutional methods for communication, production and dissemination of news.
- it reaches larger audiences or masses
- it has the power to influence society and is also impacted by what's happening in society itself.
- the audience has a wide variety of choices in terms of content/platform to choose from the type of mass media they want to consume.
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