NRS Social Grading Criteria

Socio-economic Groupings

Developed in the 70's as part of the Nation Readership Survey, created to establish the demographics. The NRS critera was based on social and economic circumstances. This is still applied in mass media today, although it is a really OUT-DATED model.

• Class A - Higher Managerial Profression workers e.g. Civil servant (works for the governement e.g. MP)
• Class B - Intermediate managerial, administrative or profressional e.g. Dentist
• Class C1 - Supervisory or clerical and junior managerial, administrative or professional e.g. a secretary

ABC1 are often grouped to equate to the middle classes

• Class C2 -  Skilled manual worker e.g. Engineer
• Class D - Semi-skilled and unskilled manual workers e.g. Tesco employee
• Class E - Unemployed, pensioners and people who depend on the welfare state for their income (Benefits)

C2DE are often grouped to equate to the working class

Only 2% of the UK population idenitifies as 'upper class', their not included in this classification scheme

An Analysis of Two contrasting newspapers

News of the World (Red Top newspaper)

Target audience: 21-30

GNR

Genre: Newspaper
Narrative: Gossip related news

Representation: Features celebrity and showbiz gossip

Visual codes

·         Features semi-naked celebrity (biggest image on the cover)

·         Celebrity couple, small image in the lower right corner

·         Pop star featured as a selling point for the magazine (offers a free sticker album of the pop star)

·         Celebrity featured (image) in smaller headline after his name in print

·         Two of the England stars from yesterday’s game featured in bottom right-hand corner; accompanying this in the opposite corner there are the respective badges of the competitive sides, broken up by the trophy

o    Sports story features on the front cover (although small)

·         In the bottom left corner is the only picture of a civilian, featured for a related story

·         Contrasting colours throughout the cover

Layout and Design

·         Text is the feature of the page

·         Each story is individually boxed

·         Images are quiet small, with the largest image being a semi-naked celebrity

·         No colour scheme, mismatch of colours

Language

The mode of address is indirect and the register is relatively informal

·         Sensationalist

·         Emotive stories, appeals to people’s emotions

·         One sided view appeal to peoples ideologies and reactant views

·         The grammar is not correct in all places

·         Very small amount of text no more than 200 words, with an indicator to read further into the newspaper for the rest of the article

·         Headlines introducing stories with little to no text to accompany it

The Independent

Target audience: 40-60, perhaps 40+, intellectual readers

GNR

Genre: Global news provider

Narrative: Economic, political or relevant world news. International current affairs

Representation: Reputable news coverage

Visual codes

·         Large image demonstrating the demonstrations against the Governments cuts, image shows that violence broke out in the demonstrations, with three police officers centre behind their riot shields and visors down.

·         Smaller image of man wrapped in a Libyan flag standing on top of a tank, featured next to a relevant headline

·         Again smaller images to accompany relevant headlines

Layout and Design

·         The largest image covers 3/4s of a page from the bottom left side upwards

·         Name of the paper is centred and stretched across the width of the cover

·         Colour scheme:

o    Is in-keeping with the colours featured in the image

o    Genre neutral

·         Ordered, easy to read and accessible

Language

Mode of address: Is indirect and of a formal register

·         Factual based

·         Reliable sources

·         Intellectual read

·         Heading is put in a sophisticated way

·         Reports on International current affairs

Newspaper Analysis

When we analyse a print based media we look at:

• GNR
• Genre 
• Narrative
• Representation
• Visual codes
• Image anaylsis
• Layout and design
• Composition of images and text
• Language
• Mode of address

The Guardian

• Central picture
• Features a heroic rescue serve team saving a women
• Carefullt selected
• Positive
• Making the subject about the people
• Background of title
• Links to cultural story
• Variation of stories
• Small advert
• Headline is less melodramatic, more sophisticated
• Target audience 40-60
• Intellectual reader
• Gender Neutral colour scheme
• Internation current affairs

Our generation don't tend to buy newspapers instead it would be more appropiate to younger readers from 16-25 to catch the headlines from MSN or on their phone.

Certain Organisations supply the newspapers with images of the current affairs:
AP- Associated press
Reuters
EPA
Getty Images
Rex images
AFP 

Music Video Theory - Andrew Goodwin

Goodwin’s Theory

Voyeurism – Granting the viewer access to their idol or idols - especially females

Need to establish a star – Close ups, costumes, lip sync

He identified a number of key features which distinguish the music video:

·         Music videos demonstrate genre characteristics

·         Relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics

·         There is a relationship between music and visuals

·         Record companies demand a lot of close-ups of the main artist or vocalist

·         There is often intertextual reference e.g. to films, TV programmes.

An analysis of Adele - Rolling In The Deep (Music Video)

Genre

·         Soul / Rhythm and Blues

·         Focus on voice

Narrative

·         Mini narratives within each separate settings conveyed in metaphors

·         Story of break up

Representation

·         Sophisticated, mature women – reinforces the image of the new album 21 to show she’s grown from her first album 19

·         Talented – focuses on her voice

Micro Analysis

Visual Codes

·         Movement – Panning towards and away from the subject (usually Adele)

·         Star is the focus, she’s sat solitary in a room

·         Close up and wide shots

Editing

·         Edits are controlled by pace of music

o    Faster pace during the chorus

o    There is a very strong beat in the song which is massively influential in the editing shots and pace

Mise-en-scene

·         Muted colours, natural browns, but primarily the contrast between black and white

·         Other character dressed in a samurai suit

·         Contrast of light and dark throughout

o    This relates to the lyrics and message of the song

§  The connotations of this is the good and evil

·         Star stays routed on her chair throughout

·         Metaphors in props and set

o    Chairs covered over as if about to be moved she’s sat in one representing defiance

o    The broken cups and plates represent the frequency of fights and how regular they are

o    The powder being stirred into the air to represent the distortion in the relationship

o    The stark nature of the set is very powerful (perhaps linking to the power of Adele’s voice)

§  All of these relate back to the lyrics

In Relation to Goodwin’s theory

·         There is a relationship between music and visuals

·         Record companies demand a lot of close-ups of the main artist or vocalist

o    Adele is focused on a central figure and close ups are common

·         Relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics – It is not blaringly obvious that it links as the messages are told through metaphors

In Relation to Uses and gratification

·         I feel that as the artist in this video particularly allows the audience to form a relationship not only with the product but allow the viewer to form relationships with others who have watched this video.

·         Perhaps also personal identity would come in it as the primary audience for the video may feel that they can relate to the artist and position themselves in society; Adele is portrayed as an elegant, mature, sophisticated women this may allow the audience to reflect on themselves.

Analysis of Britney Spears - Hit Me Baby One More Time (Music Video)

·         First five seconds diegetic sound (classroom noises)

·         Dance routines in each setting

·         Lots of light used

·         Close up and wide shots used regularly

·         Mixture of individual shot and group, Britney always centred

·         School uniform

·         Femininity – pink and white outfit, short skirt

Pop Genre

·         Dancing/ routines

·         Lively – fast paced

·         Universally acceptable

·         Busy

Narrative

·         Fantasy/daydream – signified by flashbacks

·         No links from visuals to lyrics, tiny micro narratives

·         Separate scenes

Representation

·         School girl

o    High school, massively culturally significant to primary audience

§  American teenagers

o    Textual reference with ‘Grease’

Micro Analysis

Visual Codes

·         Star is centre stage

·         Soft focus – to represent dream

·         Close up and wide shot

·         Movement – panning

Editing

·         Fast paced edits

·         Music dictates the edit/cuts, dictated by the beat

·         Jump cut – used to convey a passage of time e.g. from mid shot to close up.

Mise-en-scene

·         Vibrant colours

·         Costumes reinforce editing

·         Suggestive

·         Large scale sets

Sound

·         Diegetic sound

o    Contrasts reality from fantasy

Close ups of the star (Britney) - Voyeurism - Andrew Goodwin

Key Concepts & Key Theories

Key Concepts

M - Media language (terminology, connotations, dennotations)
I - Institution (Who made the product)
G - Genre (Codes and Convention)
R - Representation
A - Audience
I - Ideology
N - Narrative
E - (Just to remember as an acronym)

Key Theories

• Audience Positioning
• Todorov narrative theory
• Propp Character Types
• Strauss Binary Opposits
• Uses and Gratifications
• Hypodermic Syringe Theory
• Mode of Address

Revision Plan

To do list

• Upload other peoples powerpoint presentations to my blog, make my own brief notes on each key theory.
• The role of selection, construction and anchorage in creating representations
• Revisit 'This is England'
• National identities
• Ideologies
• Audience Positioning
• Binary Opposites
• Analyse:
• computer game extract
• Music video
• CD/DVD covers

Analyse on my own time:

• Website
• Facebook
• Topshop
• Newspaper front cover
• Idependant
• Daily mail
• Television
• Soap
• Hollyoaks
• Emmerdale

Individual Revision

• Type up original notes from my first notebook, with all of my 'This is England' notes.
• Rewatch 'This is England' to refresh it in my memory.
• Re-read my essays.

The Angina Monologues

This was a very interesting product because it wasn't a PSB as such but it had elements of it. It was designed by 'The British Heart Foundation. The angina monologues was an event that was created to raise awareness of heart disease in women rather than men and it went about it in a totally different way to a usual PSB. The event was a show held in 'The Theatre Royal Haymarket'; and guested many famous women celebrities as well as paying members of the public. The event was presented by Victoria Wood who is a well respected female comic, she was joined by other famous comedians such as Jo Brand, Katie Brand, Jessica Hynes and Julia Davis.

The comics all played their part in raising awareness for heart disease in women, however they did this in a very unusual way. To raise awareness they used their ability to use their comic skill to get people to listen and more importantly consider their own heart whilst enjoying a night out. I think this would work very well on many women because they can take on board the information whilst enjoying the evening; I believe the information is more likely to be absorbed if you're enjoying yourself at the time the information is given. This format would have made the women fell very comfortable as it was a 'girls night out'; although there was men in the audience too, however there were no male comics at the event.

I'm not sure that this format would have been as effective on men as it would be women. I think this because the majority of men would have a great time at the event and laugh at the jokes and have an all round good time; however, in my opinion I don't think that many men would take on board the statistic and information to get them to consider themselves as at risk, in the same way I think women would. It may work for some men yes, but on a wide scale broadcast I don't think it would as effective as a method such as shock tactics.

I analysed this particular product because I felt it was necessary to consider both parties at risk and that is both male and female; both genders are at risk from heart disease and I felt that it was important to acknowledge this a multi-gender issue. I also learnt some very interesting statistics that allowed me to consider women as a large at risk group and that it's not just men that suffer from heart disease.
However, I have decided to remain focused on men as my primary audience in the PSB broadcast and my main reason for this is that I feel that many men won't address the situation and recognise symptoms in themselves the way many women would be able to do. It is also more prevalent in men that in women, though only just.

The event aired on christmas day on sky 1:
http://www.anginamonologues.co.uk/watch.html

Reflection on Pre-production

Research

I feel the research aspect has gone well; I managed to collect both primary and secondary data to create an in depth look at heart disease and in particular heart attack for the health awareness genre.

The primary research consisted of a lifestyle questionnaire, survey of awareness of a heart attack, survey of Type personalities and an interview with a NHS staff nurse. The data collected has influenced some of the different aspects of my PSB in that some of the risk factors involved in heart disease was not initially apparent to me. I think the questionnaire was an important aspect of my primary research as some of the lifestyle factors that affected my sample influenced some aspects in my PSB advert as it promotes the awareness of the most important risk factors in heart disease. The interview with the NHS staff nurse was also a really important aspect of my research this is because I was able to gain invaluable information from a persective of a trained profressional. She see's people with heart disease on a regular basic and experiences the effect that a heart attack has on people; but most importantly see informed me of the general age groups she see's experiencing heart disease.

The secondary data collected also influenced my decisions in the final development of my idea. For example I wouldn't have known that men are the more likely to suffer from corony heart disease than women. This is probably the most important information that I collected because it has influenced the PSB in that men between the ages of 40-65 are my target audience. I searched for information through the 'British Heart Foundation' website as they are a registered heart charity that do alot of their own research into the subject; I felt it was an important and reliable source for my secondary research. Another website was the 'NHS choices' website which I again thought was a reliable and valid source of information because of it's importance in Englands health care.

The paperwork we had to fill in as a group was quite substancial; however it soon became apparent that that extent of paperwork was important for planning and will save time in the long run. My role in the group is producer, this is an important role as it means I over see the whole group project and ensure people know what they're doing. Personally, I think this will be an exciting role and I feel that I can do my job well to ensure the overall result is up to the standard that I needs to be.

The individual tasks that were needed to be preformed was the poster, storyboard for our individual idea and research into our relevant topic under the genre of health awareness. My poster was suited to the campaign and in particular linked back to the idea of my PSB; I was really pleased with the final product of my poster and feel it delivered the right message to all ages, but most importantly the target audience of the campaign. The storyboard was very time consuming at the time of construction as it required alot of patience and planning; however I do realise that now the advert will run as smoothly as possible now because of it. The storyboard allowed me to consider the shot type, the length of time required and the impact of the visual imagery. My research as outlined at the top of this piece has been influencial in my PSB and the concept of my idea.

Overall, I am very pleased with how the project is going an with my own ability at the moment. I am looking forward to begining production, now that the planning has been put in place.

Interview with NHS staff nurse

What is a heart attack in its simpliest form?
"Death of the heart muscles"

What area of the hostpital do you work in?
"Accute general medical womens ward"

What percentage of people do you look after that suffer from heart disease?
"80 - 90% of patients suffer from Corony heart disease in my ward. This seems a huge amount but the main reason for this is because the majority of them over the age of 60 and therefore more vulnerable to CHD for a number of reasons. One of which is that the older people get the less they exercise and their diets usually worsen which contributes to a build up a fat, which damages the heart directly.

In your opinion what lifesytle habits contribute most to heart disease?
"Stress, alcohol, smoking and lack of exercise"

How aware do you think the general public are towards having a healthy heart?
"Very few people are aware of how damaging alcohol to the heart; I therefore think much more should be done to promote the damage that alcohol causes to the heart disease and in turn heart attacks. I think that people are aware that exercise is vital in ensuring a healthy heart, but I don't think that people actively do anything with the information; more needs to be done to get people more active. I feel that the labelling on cigarette packages has done alot for heart health awareness and the damage smoking does not only to the lungs but the heart as well. I aslo feel that the effects of stress on the heart is something that most people are aware of, but I don't think enough is done to reduce the effects of stress in the workplace and the need for people to have enough leisure time to relax.

What is done if heart disease is caught early enough?
"Alot more can be done medically if heart disease is detected early enough; this will only be caught early enough if the symptoms are something that everyone is able to recognise and acknowledge. Many more lives would be saved with the increased awareness and the early detection of problems relating to the heart"

I would like to thank Joanne Elford, the NHS staff nurse that took the time for me to interview her.

Poster for Health Awareness campaign - 'The Beating Clock'

The poster is visually striking, because of it's dramatic simplicity. The whole campaign is desined around the idea that the clock is used as a metaphor for the heart. In the advert the viewer will live through the advert as the character because we don't hear him speak; however we don't have that luxury because the poster is a still image.

The reason for the clock and the black background is because of my PSB advert and they're both key aspects of that so it's fitting that the poster is of the same image.

The target audience is 40 - 65. The primary audience is males because as I determined in my research that is the area of the population most at risk, the secondary audience is women as they also suffer from CHD and heart attacks.

The image consists of a singular centralised clock. The lines and crispness of the clock is very effective as I feel it's simplicity is what makes it so powerful. The clock has been edited in microsoft word with an artistic effect, called cement; this effect implies the colour is under some strain as it's cracking this is again suppose to mirror the strain put on the heart with stress and an unhealthy lifestyle. This effect also has a really nice effect on the rim of the clock itself and provides a really crisp image. The image of the clock is a formal one, compared to fancy decorated clocks that are designed for kids bedrooms; this image of the clock is one that would usually be seen in a formal setting. This fits to my primary target audience as they are the working men who would see formal clocks like this in a work environment.

The colour palet is very simple, it consists of black and white throughout without a hint of red in the 3rd hand. I feel this colour scheme works to create a high level of tentsion and adds to the drama rather than take away from it. The black also mirrors the dark situation that the clock (metaphor for the heart) is, the lack of colour implies that the future is bleack unless something is done about it. There is also a hind of red which suggests that there is an element of danger which of course is present with any heart disease.

The font is very simple, the reason for this is to approach every audience. This text needed to fit with the simplicity of the whole piece, I feel that it does this well and is accessible to every audience. It's a very soft font, the curviture to each letter fits perfectly with the circular clock and collectively fits as a piece as a whole.

The language is important to convey this message of the health awareness. The slogan is 'Is your life a ticking clock?' this allows people to consider and reflect on their life and the situation their heart may be in. It's a retorical question that directly talks to the viewer, this has a stronger impact on the viewer than telling the viewer something. The bottom text contains information on services that deal with people who would like to know information and may require help. It's simple layout and simple message makes it accessible to anyone and everyone.

To conclude, I am very pleased with the overall design of the poster and feel it's a really dramatic but simple poster that perfectly accompanies my PSB advert.

Secondary research

Heart Statistics (British Heart Foundation Website) http://www.heartstats.org/datapage.asp?id=1584

• Data from the 2006 Health Survey for England suggest the prevalence of CHD  in England was 6.5% in men and 4.0% in women.
• Prevalence rates increase with age, with more than 1 in 3 men and around 1 in 4 women are living with CHD
• Overall we estimate that there are around 970,000 men who have had a heart attack and around 439,000 women who have had a heart attack.

An interesting article done by the NHS choices website: http://www.nhs.uk/news/2010/06June/Pages/Heart-attacks-fall-after-smoking-ban.aspx - This highlights the importance of the reduction in smoking leading to a reduction in the emissions of heart attack patients to hostpitals.   

• After the smoking ban came into effect there was a drop of 2.4% in the number of emergency admissions for heart attack.
• In men and women aged 60 or older, there was a reduction of 3.07% and 3.82%
• men under 60 had a drop in admissions of 3.46%.