Media language is how media text/messeges is conveyed to audiences
Codes and covnention
Codes : the symbol, what is being used
Convention : What it means (the codes) generally accepted meaning
Messeges are sent through media by encoding them, and the audiences' job is to decode the messeges using the codes and conventions that apply.
Product: Durex Kondom
Durex Take The Lead - It’s Time 30
Step 1
Competitor:
Sutra kondom Iklan Kondom Sutra - Duo Biduan #EnaknyaSamaSama (2017)
Fiesta kondom Iklan Kondom Fiesta - Safety Airlines 60sec (2017)
- Media Language
- Audience
- Representations
- Industry
Step 2
Durex condom ad
Idea: The ad focuses mainly on the female taking lead
Media language
The camera focuses on the female (camera)
The female’s clothing is more glamorous than the male (Mise-en-scene)
Uses female voice for narration (sound)
Audience
Target audience are females who want to ‘take the lead’.
Representations
The ad represents strong women who can take the lead, this is to break the
stereotype that women can
only follow men while they do all the work. This ad is a countertype.
Industry
I think the the production budget is pretty high because Durex is a well
known multinational company. It is distributed digitally because it is easier
to spread and because the topic of contraceptives and other
sexual products are still taboo in Indonesia, traditional ways of distribution,
such as using paper, is not viable. It is circulated on online platforms such
as YouTube in a form of video advertisement.
Sutra condom ad
Media language
The very casual clothing the man was using indicates that it is affordableAudience
Target audience are people who prioritise safety over pleasure, as mentioned
by the actress. It also is
clearly targeted to Indonesians from the actors’ clothing and they dance.
Representations
The advertisement represents Indonesians in a stereotypically way, from
the type of dance and type of music, to the type of clothing. Everything
about the advertisement represents Indonesians, from the price to what
the product is capable of.
Industry
Sutra is a local brand which means that it might not be as well known
as its competitor, Durex. This means that it has a smaller production
budget which is evident in the advertisement as it feels low quality,
however, it is enough to satisfy the Indonesian audience. With the
same reasons as Durex, it is distributed digitally. It is circulated in
media platforms such as TV in a form of video advertisement.
Fiesta condom ad
Media language
Same as the Sutra advertisement, it is using the very popular
Indonesian format of making their own music and dance, which attracts
a lot of audience.The actors use normal clothes, which means it is affordable
and attracts people of all socioeconomic class
Audience
From the lyrics of the music, we can tell that the product emphasises on
the different flavours of condom and therefore its intended audience are
people who want different flavours. It is also intended for people
of all socioeconomic classes due to its affordability.
Representations
The advertisement represents the Indonesian people because of the
stereotypical advertisement format.
Industry
Fiesta, like Sutra, is not a well known brand and therefore it is not unfair to
say that the production budget is low, which is backed up by the very simple,
mundane, and lacklustre advertisement. As per usual, it is distributed online.
Step 3
Concept development
Product: Durex Condom
Reason: To raise awareness about contraceptives and combat
overpopulation/unsafe abortion
Target audience
Age: Younger people 17-30yr
Hobbies: anything
Setting: Messy House
Music: Crying Baby noises
Script
Starts with a black screen and a sound of actress arguing with actor
because positive pregnancy test Actor sits in the middle looking sad
with a baby crying in the background and a messy house. Camera slowly
zooms into the actor’s face, the background baby sound becomes more intense,
house becomes more destroyed, maybe become poorer, the actress becomes
sadder and sadder, more depressed. After around 20 seconds, narrator warns about
sex without contraceptive.
Two ways to consume media: Actively, or passively
Active Audience
Audience question what they see and respond to it differently
Hypodermic Needle Theory
Theory which states that whatever message the producer is trying to spread is accepted by audience, basically brainwashed
Desensitisation
Audience is used to violent and shocking content, their effects are not as big as it used to be
Passive Audience
Audience believe whatever they see
Reception Theory
Media has encoded messages that should be decoded by audiences
Uses and Gratification Theory
We consume media to satisfy our social needs such as diversion, personal identity, relationship, and surveillance
Media language
Codes that producers put in media that will de decoded by the audiences using conventions
Mise-en-scene
Anything that the audience can see in a frame. There are several components of mise-en-scene: set design, costumes, composition, and lighting. These are all used to give meaning to a scene.
Camera Movement
How the camera moves. eg. dolly, track, tilt, pan, zoom, etc.
Editing
When scenes and clips in a movie are altered
Sound
What you can hear in a movie. There are two examples: digetic and non-digetic. Digetic: The actors can hear. Non-digetic: actors cannot hear
Code
Symbols that producer put to send messages
Convention
Generally accepted meaning of the codes
Connotate
What a word is associated with
Denotate
The literal meaning of a word
Diegetic sound
Sounds that can be heard by the audience and actors
Non-diegetic sound
Sound that can only be heard by the audience
Preferred reading
When the audience decodes and understands the codes exactly the way the producers intended them to be
Negotiated reading
Audience understand the message of the producer, but may reject some elements
oppositional reading
Audience reject the message
Diversion
Audiences' distraction
Personal identity
Relatable to audiences' personal lives
Social relationships
They can
Surveillance
Staying up to date, to fulfil their curiosity
Demographics
The age, gender, occupation, social class, race, political leanings of the audience
Psychographics
The behaviour. values, interests, personality of audiences
Genre
Group of media based on their shared characteristics
Subgenre
More specific grouping
Representation
What the media represents
Industry
How the product is circulated, distributed
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