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68: The mass media in English. Radio and television. Advertising in…
68: The mass media in English. Radio and television. Advertising in Anglophone cultures: linguistic and semiological aspects
Mass media
Media: how sth is communicated. Mass: large quantity of pple. Chief forms: radio, tv broadcasting, press + social media
2 functions: entertainment + source of info. Hidden aspects: influencing audience, serving the economy, partial view of reality
Broadcasting media
: main elements
Public: all ages. Audience measurement is essential.
Subject matter: all possible topics, present time. Radio + TV: widest capacity to adapt.
Types of program: entertainment, sports, news, documentaries...
TV: most appealing, many options. Radio in the car, doing sports.
Broadcasting media in UK
Controlled by BBC. Financed by the gov, no advertising, impartiality and objectivity. Private commercial companies controlled by Radio Authority and Independent Television Commission. Money from commercials and sponsors. Radio and TV code: sex, violence, bad language.
Broadcasting media in USA
Constitution prohibits Congress to interfere with media. Uncover gov secrets: Watergate scandal. Tension between journalists and gov officials. Media: influential, shape public opinion. Commercial firms.
The radio
Radio in Britain
50% pple BBC, rest independent stations. BBC: 5 national 39 local radio stations. Radio 1 (pop), Radio 2 (light music, comedy), Radio 3 (classical music, educational programs), Radio 4 (news, discussions), Radio 5 (sports, music). BBC World Service.
Independent: Classic FM, Virgin Radio, Talk Radio Uk.
Local: Galaxy 101 (Bristol), Galaxy 102 (Manchester), Galaxy 105 (Leeds), Galaxy 106 (Newcastle), Broadland FM (Norwich)
Radio in USA
+10,000 radio stations. Federal Communications Commission (gov): issues licenses, frequency. Stations group forming network: NBC, ABC, CBS.
No national radio stations. Large cities: Star 989 (Montgomery), BestOldies (Scottsdale), Cool FM (Tucson)
Radio Free Europe: private radio company that broadcasts to Europe. The Voice of America.
Used regularly in the 1920s. Journalism, literature, musical programs. Developed as tastes of the public were better known.
TV
Possibily: 1930s. After WWII, develop. Original program: news. Sitcoms, films, interviews...taken from radio and theater. Main element: immediacy, image
TV in Britain
TV took over from radio, most significant.
Most popular channels: BBC 1 (main channel of BBC: news, children, movies), BBC 2 (learning and culture), ITV (independent, 15 private companies), BBC 4 (popular, young audience), BBC 5 (popular programs)
Local: CTV (Bath), HTV (Cardiff), Anglia TV (Norwich), Granada Television (Manchester). Satellite: Sky.
Tv in UK: 1936, free of advertising. National tv license. BBC, 159.
Popular programs: soap operas. Coronation Street, Eastenders (BBC). Single Out. Who Wants to Be a Millionaire
TV in USA
Powerful influential vehicle. Exports programs and movies. The Wheel of Fortune, Late Night Shows, The Price is Right, Friends, The X Files, Star Wars, MCU.
900 commercial stations. 2/3rds with networks ABC, NBC, CBS. Rest: independent networks.
Advertising
To understand media: study ads. Semiotics: structure and signification of visual media, sign.
The process of advertising
Market study. Advertisement restricted b4, evolved with social rules. Everything is studied to: attract audience, convey info, persuade.
Radio: catchy lines, music. Tv: visual aids. Internet: flashy colors. Magazines: catchy lines. Message depends on receiver.
3 levels:
Lexis: adjs, advs, word formation, coinage, misspellings, repetition
Syntax: readability, minor clauses, simple verbal groups
Style: comparison, metaphor, hyperbole, doubt
Mingles with songs, catchy slogans, choreos, other images. Ad is successful when it enters public culture. Logo
Advertising in radio and tv
Restrictions: high investments. Sophisticated
Expensive in newspapers and magazines, only large companies can afford it. Small companies: small ad columns. Wealthiest: tv and radio. Tobacco ad is banned on BR radio and tv, on Tv in US
Super Bowl ad of 30s: 7 mill dollars.
Bri: Advertising Standards Authority: ads do not lie, legal, decent. US: Federal Communications Commission: rules.
Radio and tv: time, a lot of money. Campaign: use time and space efficiently and effectively