1) Tatler: https://emmanuelasmediablog.blogspot.com/2018/01/tatler-study-case.html
2) Reveal:https://emmanuelasmediablog.blogspot.com/2018/02/reveal-study-case.html
3) OMO:https://emmanuelasmediablog.blogspot.com/2018/03/omo.html
4) Represent:https://emmanuelasmediablog.blogspot.com/2018/03/1-what-does-bame-stand-for-bame-stands.html
5) Galaxy:https://emmanuelasmediablog.blogspot.com/2018/04/galaxy-advert-csp.html
6) Lara Croft : Go:https://emmanuelasmediablog.blogspot.com/2018/05/1-who-is-lara-croft-and-when-did-she.html
7) Kim Kardashian:https://emmanuelasmediablog.blogspot.com/2018/06/kim-kardashian-hollywood-csp.html
8) Zoella:https://emmanuelasmediablog.blogspot.com/2018/06/1-who-is-zoella-and-why-is-she-famous.html
9) Doctor Who: An Unearthly Child:https://emmanuelasmediablog.blogspot.com/2018/12/doctor-who-unearthly-child-csp-blog-task.html
10) Class:https://emmanuelasmediablog.blogspot.com/2018/12/class-analysis.html
11) I, Daniel Blake:https://emmanuelasmediablog.blogspot.com/2019/02/i-daniel-blake.html
12) Doctor Strange: https://emmanuelasmediablog.blogspot.com/2019/02/doctor-strange.html
13) One Direction :https://emmanuelasmediablog.blogspot.com/2019/02/one-direction-case-study.html
14) Arctic Monkeys: https://emmanuelasmediablog.blogspot.com/2019/02/artic-monkeys-csp.html
15) Daily Mirror: https://emmanuelasmediablog.blogspot.com/2019/01/daily-mirror-csp-blog-task.html
16) The Times:https://emmanuelasmediablog.blogspot.com/2019/02/the-times-blog-task.html
17) Radio 1: https://emmanuelasmediablog.blogspot.com/2019/04/bbc-radio-1-1967-csp.html
18) Beats 1: https://emmanuelasmediablog.blogspot.com/2019/04/beats1-csp.html
Monday 6 May 2019
Tuesday 2 April 2019
BBC Radio 1 1967 CSP
1) What radio stations were offered by the BBC before 1967?
BBC Radio Home, for broadcasting education (1939 - 1967) and news BBC Radio Light (1945-1967), light entertainment and music and BBC Third (1946 - 1970) intellectual arts-based talk and music.
2) How was BBC reorganised in September 1967?
On 30 September 1967, the Light Programme was split into Radio 1 offering continuous "Popular" music and Radio 2 for more 'Easy Listening'.The "Third" programme became Radio 3 offering classical music and cultural programming. The Home Service became Radio 4 that offered news, and non-musical content such as quiz shows, readings, dramas and plays.
3) What was pirate radio and why was it popular?
Pirate radio was when unlicensed stations broadcasted from the sea to avoid UK broadcasting laws. It was popular amongst teenagers because they were not restricted by needle time so they could play music all day with no restrictions.
4) Why did pirate radio stop broadcasting in 1967?
The law was changed to ban unlicensed broadcasting to the UK even if it is offshore. This was called the 'Marine Broadcasting Offences Act'.
5) How did the BBC attract young audiences to Radio 1 after pirate radio stations were closed down?
BBC played more music because needle time was scrapped.
6) What was 'needle time' and why was it a problem for BBC Radio?
7) How did BBC Radio 1 offer different content to previous BBC radio stations?
-Plays more pop music
-Targeted towards the young generation
8) Who was the first presenter for BBC Radio 1 and why did these new Radio 1 DJs cause upset initially at the traditional BBC?
Tony Blackburn. Tony Blackburn was famous for pirate radio and so traditional DJs were upset that he was working alongside them.
9) Listen to excerpts from the Tony Blackburn's first 1967 broadcast - how might it have appealed to young listeners?
He kept his brand from pirate radio - his vibrant persona, and his banterous commentary.
10) What conventions did Tony Blackburn's radio show borrow from pirate radio - which made it very different to previous BBC radio content?
BBC Radio Home, for broadcasting education (1939 - 1967) and news BBC Radio Light (1945-1967), light entertainment and music and BBC Third (1946 - 1970) intellectual arts-based talk and music.
2) How was BBC reorganised in September 1967?
On 30 September 1967, the Light Programme was split into Radio 1 offering continuous "Popular" music and Radio 2 for more 'Easy Listening'.The "Third" programme became Radio 3 offering classical music and cultural programming. The Home Service became Radio 4 that offered news, and non-musical content such as quiz shows, readings, dramas and plays.
3) What was pirate radio and why was it popular?
Pirate radio was when unlicensed stations broadcasted from the sea to avoid UK broadcasting laws. It was popular amongst teenagers because they were not restricted by needle time so they could play music all day with no restrictions.
4) Why did pirate radio stop broadcasting in 1967?
The law was changed to ban unlicensed broadcasting to the UK even if it is offshore. This was called the 'Marine Broadcasting Offences Act'.
5) How did the BBC attract young audiences to Radio 1 after pirate radio stations were closed down?
BBC played more music because needle time was scrapped.
6) What was 'needle time' and why was it a problem for BBC Radio?
7) How did BBC Radio 1 offer different content to previous BBC radio stations?
-Plays more pop music
-Targeted towards the young generation
8) Who was the first presenter for BBC Radio 1 and why did these new Radio 1 DJs cause upset initially at the traditional BBC?
Tony Blackburn. Tony Blackburn was famous for pirate radio and so traditional DJs were upset that he was working alongside them.
9) Listen to excerpts from the Tony Blackburn's first 1967 broadcast - how might it have appealed to young listeners?
He kept his brand from pirate radio - his vibrant persona, and his banterous commentary.
10) What conventions did Tony Blackburn's radio show borrow from pirate radio - which made it very different to previous BBC radio content?
Audience and industry
1) What was the target audience for BBC Radio 1 in 1967?
Young adults (20+)
2) Why did Radio 1 initially struggle to attract young listeners?
They were associated with conservative values and the older generations.
3) What audience pleasures did Radio 1 offer listeners in 1967? (Use Blumler and Katz Uses and Gratifications theory).
Personal Relationships - Fans of Harry Blackburn would have listened to Radio 1 because they have a personal attachment to Harry Blackburn.
4) How is the BBC funded?
By the public license fee (Government funded).
5) Applying Stuart Hall's Reception theory, what would the preferred and oppositional reading have been of BBC Radio 1 in 1967?
preferred reading- caters to younger audiences
oppositional reading- show was stealing from pirate radio to eliminate competition.
Beats1 CSP
1) How have our music listening habits changed since 1960?
Now, we listen to music on demand via streaming services rather than buying records (how they did in the 60's). If we do own music, it will most likely be digitally. Most of the time, we listen to music personally rather than listening to music communally because we have headphones/earphones/airpods.
2) When did Apple Beats 1 Radio launch and what is it?
Apple Beats1 Radio launched in 2015. It is a free to listen to, global and an 'always on' radio station wholly owned by Apple.
3) What is the difference between Beats 1 Radio, iTunes and Apple Music?
Beats 1 Radio - A radio station, iTunes- an online library where you can own media like movies and albums.
4) Why was Apple so keen to enter the online music world and compete with Spotify, Deezer and Amazon Music (and others)?
5) Why did Apple choose the three selected DJs for launch?
The three DJs (Julie Adenuga, Zane Lowe and Ebro Darden) are established so they bring a loyal fanbase to Beats 1. They also bring reputation as 'tastemakers'. The audience can form personal relationships (Blumler and Katz) with the DJs, this is something that their competitors (Spotify and Deezer) don't offer.
5) Why did Apple choose the three selected DJs for launch?
The three DJs (Julie Adenuga, Zane Lowe and Ebro Darden) are established so they bring a loyal fanbase to Beats 1. They also bring reputation as 'tastemakers'. The audience can form personal relationships (Blumler and Katz) with the DJs, this is something that their competitors (Spotify and Deezer) don't offer.
6) How does the use of DJs differ from Spotify, Amazon Music and other streaming services?
Other streaming services are essentially radio without DJs, they audience cannot form a personal connection with any DJs because they don't have any. This gives Beats1 a competitive edge.
7) How does the content of the Julia Adenuga show differ from Radio 1?
Julie Adenuga plays mostly indie and grime on Beats1 whereas Radio 1 is primarily a pop station.
8) Why does Beats 1 radio give Apple the power to make or break new artists? Is this a good thing or a bad thing for the music industry?
'Tastemakers' like Julie Adenuga enable people to listen to whatever music she recommends, so at least in the niche music industries of grime and indie, Beats1 may have the power to make or break new artists.
9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?
10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)
9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?
10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)
Audience
1) Who is the target audience for Beats1 and Julia Adenuga in particular? Refer to demographics and psychographics.
The target audience for Beats1 is from 16 to around 35, mostly reformers and explorer personality types will listen Beats1.
2) Why do people listen to Beats1? Which aspects of Blumler and Katz’s Uses and Gratifications theory relate to Beats 1 and its audience?
There is a strong sense of personal identity as Julie Adenuga's hosting style is very casual and she comes across like a London music fan just like some of the audience.There is also the audience pleasure of personal relationships as the audience will have their favourite Djs that they will want to listen to on Beats1.
3) Can the audience actively interact with the Apple Beats 1 Radio or are they passive when listening? How? Give examples.
Song suggestions via social media (not a big driver as the Beats1 twitter only has 565k followers)
There is a mixtape segment where the audience can submit songs
You can buy the music you hear and put it in your own playlist
4) Is Apple Beats 1 aimed at a mass or niche audience? How does this differ to BBC Radio 1?
Beats1 mostly plays indie and grime, more niche genres of music and therefore, it is targeted at a more niche audience.
5) Do you think Apple Beats 1 radio will be popular with young audiences or are streaming services the future of audio-based media?
I think Beats1 will be popular within the niche audience that it caters to but the majority of the younger audience listens to pop, which is not showcased through Beats1.
Tuesday 19 February 2019
Doctor Strange
1) List the companies involved in the creation of Doctor Strange.
Disney and its subsidiary Marvel Studios.
Disney and its subsidiary Marvel Studios.
2) What is conglomerate ownership and how does it link to Doctor Strange?
Conglomerate ownership is when a large company owns other smaller companies involved in filmmaking to gain maximum revenue. Walt Disney owns Marvel Studios.
3) Who regulates the film industry in the UK?
The BBFC regulates the film industry.
4) What age rating was Doctor Strange given? Why?
12A because it has strong language and mild violence.
5) How was Doctor Strange promoted to an audience? List at least three different methods used by the film's marketing campaign.
The trailer, Marvel introduced a Doctor Strange character to their mobile game - creates synergy, and social media advertising.
6) Analyse the film trailer for Doctor Strange. What aspects of the trailer tell you this is a big-budget blockbuster movie?
The star power - Benedict Cumberbatch is a big name actor, big actors cost more to employ. The CGI on the film poster is a convention of superhero blockbusters.
7) What was the production budget for Doctor Strange and how much did it make at the box office?
The budget was £165 million and it made £700 million
8) Would you consider Doctor Strange a successful Hollywood blockbuster? Why?
I would consider Doctor Strange a success but not to the degree of movies like Black Panther - which made £1 billion at the box office.
I, Daniel Blake
1) What is independent cinema and how is it different to Hollywood blockbusters?
Independent cinema has much smaller budgets than Hollywood blockbusters and the directors have more executive control over the movie.
Independent cinema has much smaller budgets than Hollywood blockbusters and the directors have more executive control over the movie.
2) What is I, Daniel Blake about?
I, Daniel Blake follows Daniel, a 59-year-old who has worked for the majority of his life but needs state support for the first time following an illness. He meets a single mother called Katie who is having housing trouble and may have to move 300 miles away. Daniel stands up for his dignity and changes the lives of people like him and Katie.
3) Who directed I, Daniel Blake and why is this important?
Ken Loach directed I, Daniel Blake. He is well known for directing political indie films - especially left-wing realism.
4) How was I, Daniel Blake promoted to an audience? List at least three different methods used by the film's marketing campaign.
The film was premiered in Newcastle - where it was set to gain local support, Ken Loach appeared on Question Time, giving the film credibility and Jeremy Corbyn ( the labour leader) went to the London premiere.
5) What unusual or creative marketing methods were used to get audiences talking about the film?
The #WeAreAllDanielBlake campaign involved MPs and members of the public was a more interactive way.
5) What unusual or creative marketing methods were used to get audiences talking about the film?
The #WeAreAllDanielBlake campaign involved MPs and members of the public was a more interactive way.
6) What was the estimated production budget for I, Daniel Blake and how much did it make at the box office?
The estimated budget was £2 million and it made £11 million.
7) How can independent films like I, Daniel Blake compete with Hollywood blockbusters like Doctor Strange?
Independent films are viewed in film festivals by different audiences than Hollywood blockbusters.
8) In your opinion, was I, Daniel Blake a success?
In my opinion, I, Daniel Blake was a success because it made £9 million profit and was recognised by members of parliament.
Grade 8/9 extension tasks
Read this marketing case study on I, Daniel Blake. What does 'making a film launch a political movement' mean?
Read this Hollywood Reporter interview with executive Alex Hamilton on film marketing - including the I, Daniel Blake grassroots marketing campaign. Why was it successful?
Arctic Monkeys CSP
1) How do audiences generally watch music videos these days?
Audiences use Youtube to watch music videos now.
2) What opportunities has the growth of digital technology and YouTube created for new music artists?
New artists didn't have to go through big record labels anymore, instead, they could deliver directly to the fans. This gave more power to audiences.
3) What is P2P and why did it cause huge problems for the music industry?
P2P means peer to peer, Arctic Monkeys music was shared illegally on P2P sites and this popularised Arctic Monkeys' music however for most of the music industry, record companies lost money from sales as people would listen to their music illegally.
4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why?
Celebrities like Justin Bieber were popularized by the internet rather than a large record company because the viewers liked his music. Without the internet, viewers wouldn't be able to access such a wide variety of music and select their favourites so companies would just make assumptions.
5) How has Fortnite demonstrated the potential future for music videos and promotional opportunities for the music industry? You can read more on this event in this Verge feature.
Marshmello, a world famous DJ held the very first Fortnite concert this year. This has never been done before and demonstrates intertextuality.
Arctic Monkeys: Industry
1) How did the Arctic Monkeys first achieve success and build up their fanbase?
**answered above2) Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?
**answered above3) How does the rise of Arctic Monkeys differ from how One Direction were formed and became famous?
The Arctic Monkeys were school friends who started playing together whereas One Direction were manufactured by Simon Cowell as part of the X-factor. It could be said that the Arctic Monkeys are more authentic than One Direction because they chose to be a band and it was their idea.
4) How has technological convergence changed the music industry?
Technological convergence has made it easier for indie music - such as Arctic Monkeys' music - to be shared around but for the music industry, it has decreased album sales.
5) Has the internet been a positive or negative development for traditional record companies? Why?
The internet has been a negative development for large record labels as it has taken some of their power. before, there were talent scouts who discovered talented people and trained them to be pop stars but now people can showcase their talent to the word without large companies through the internet.
Arctic Monkeys: Audience
1) What is the main Arctic Monkeys audience - demographics and psychographics?
White, middle class and reasonably young people - aged 23+ - are likely to be Arctic Monkey fans. They may be part of reformer or explorer psycographics.
2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?
Nostalgia is a key audience pleasure with the Arctic Monkeys because the music video has conventional 80's lighting and is filmed on 80's cameras to make it look like a live TV performance on Top of the Pops.
3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to Arctic Monkeys fans. Why did you choose those moments?
"Don't believe the hype," is a shoutout to the band's original internet fans that recommended the band to others. The lead singer introduces the song and the band to make it seem like a live TV performance. The 80's cameras are used as it was a convention of live TV performances to show the crew on the sidelines.
4) What is nostalgia and why is it a key audience pleasure for the Arctic Monkeys music video?
Nostalgia is a 'yearning for yesterday' where people watch something because it reminds people of the past. The I Bet You Look Good on the Dancefloor video is styled to look like an 80's live TV performance so the audience feels nostalgic.
5) How are fans positioned to respond to the video? What does the artist want fans to take from their video?
The artists wanted the fans to realise how different the music industry was then compared to now and they wanted to thank their fans as they are the reason foer the Monkeys' sucsess.
Grade 8/9 extension tasks
Read this excellent Guardian feature on the Arctic Monkeys on the 10th anniversary of I Bet You Look Good on the Dancefloor. What key statistics can you take from the article concerning developments in the industry and the Arctic Monkeys' role in these changes?
Read this BBC News report from the time - documenting the records Arctic Monkeys broke.
Read this short blog on how the social media website Myspace helped the Arctic Monkeys make it big. What did the website allow the band to do?
Finally, read this short Guardian feature asking if Arctic Monkeys changed the music industry. What does the article suggest?
Audiences use Youtube to watch music videos now.
2) What opportunities has the growth of digital technology and YouTube created for new music artists?
New artists didn't have to go through big record labels anymore, instead, they could deliver directly to the fans. This gave more power to audiences.
3) What is P2P and why did it cause huge problems for the music industry?
P2P means peer to peer, Arctic Monkeys music was shared illegally on P2P sites and this popularised Arctic Monkeys' music however for most of the music industry, record companies lost money from sales as people would listen to their music illegally.
4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why?
Celebrities like Justin Bieber were popularized by the internet rather than a large record company because the viewers liked his music. Without the internet, viewers wouldn't be able to access such a wide variety of music and select their favourites so companies would just make assumptions.
5) How has Fortnite demonstrated the potential future for music videos and promotional opportunities for the music industry? You can read more on this event in this Verge feature.
Marshmello, a world famous DJ held the very first Fortnite concert this year. This has never been done before and demonstrates intertextuality.
Arctic Monkeys: Industry
1) How did the Arctic Monkeys first achieve success and build up their fanbase?
**answered above2) Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?
**answered above3) How does the rise of Arctic Monkeys differ from how One Direction were formed and became famous?
The Arctic Monkeys were school friends who started playing together whereas One Direction were manufactured by Simon Cowell as part of the X-factor. It could be said that the Arctic Monkeys are more authentic than One Direction because they chose to be a band and it was their idea.
4) How has technological convergence changed the music industry?
Technological convergence has made it easier for indie music - such as Arctic Monkeys' music - to be shared around but for the music industry, it has decreased album sales.
5) Has the internet been a positive or negative development for traditional record companies? Why?
The internet has been a negative development for large record labels as it has taken some of their power. before, there were talent scouts who discovered talented people and trained them to be pop stars but now people can showcase their talent to the word without large companies through the internet.
Arctic Monkeys: Audience
1) What is the main Arctic Monkeys audience - demographics and psychographics?
White, middle class and reasonably young people - aged 23+ - are likely to be Arctic Monkey fans. They may be part of reformer or explorer psycographics.
2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?
Nostalgia is a key audience pleasure with the Arctic Monkeys because the music video has conventional 80's lighting and is filmed on 80's cameras to make it look like a live TV performance on Top of the Pops.
3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to Arctic Monkeys fans. Why did you choose those moments?
"Don't believe the hype," is a shoutout to the band's original internet fans that recommended the band to others. The lead singer introduces the song and the band to make it seem like a live TV performance. The 80's cameras are used as it was a convention of live TV performances to show the crew on the sidelines.
4) What is nostalgia and why is it a key audience pleasure for the Arctic Monkeys music video?
Nostalgia is a 'yearning for yesterday' where people watch something because it reminds people of the past. The I Bet You Look Good on the Dancefloor video is styled to look like an 80's live TV performance so the audience feels nostalgic.
5) How are fans positioned to respond to the video? What does the artist want fans to take from their video?
The artists wanted the fans to realise how different the music industry was then compared to now and they wanted to thank their fans as they are the reason foer the Monkeys' sucsess.
Grade 8/9 extension tasks
Read this excellent Guardian feature on the Arctic Monkeys on the 10th anniversary of I Bet You Look Good on the Dancefloor. What key statistics can you take from the article concerning developments in the industry and the Arctic Monkeys' role in these changes?
Read this BBC News report from the time - documenting the records Arctic Monkeys broke.
Read this short blog on how the social media website Myspace helped the Arctic Monkeys make it big. What did the website allow the band to do?
Finally, read this short Guardian feature asking if Arctic Monkeys changed the music industry. What does the article suggest?
Monday 18 February 2019
One Direction case study
1) What are the key conventions of music video?
Movement is a key convention of music videos such as camera movement or fast-paced editing.
2) What is intertextuality?
When one media text references another media text. An example of this is when there are clips from the x-factor in One Direction's "History" video.
3) When did music videos first become a major part of the music industry?
During the '80s and '90s.
4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?
MTV was launched in 198. Music videos were a promotional device to encourage people to buy music.
5) How are music videos distributed and watched in the digital age?
People use Youtube to watch and share music videos in the digital age.
One Direction: Industry
1) How were One Direction formed and how is this reflected in the music video for History?
One Direction are a manufactured group that were put together as part of the X-factor by Simon Cowell.
2) What is vertical integration? You may need to check your book for this (or remind yourself from this Year 1 blogpost.)
Vertical integration is when a conglomerate owns other companies in the same chain of production.
3) What is horizontal integration? (See link above for help again!)
Horizontal integration is when one company buys another on the same level of distribution.
4) How has technological convergence changed the way audiences consume music videos?
People can view and share music videos on their smartphones now so there is no need to watch them on television and videotape them for a friend like people would have had to do in the past.
5) As a manufactured band, what influence do Simon Cowell and the record company Syco (part of Sony) have over the content and release strategy of One Direction music videos?
Simon Cowell has the majority of the band's image since they are a manufactured band. It could be argued that they are not as authentic as traditional bands like Arctic Monkeys.
Audience
1) What is the main One Direction audience - demographics and psychographics?
The main One Direction audience are young girls aged 9-13 that middle class with the mainstreamer personality type.
2) What audience pleasures are offered by the music video for History?
Nostalgia is a large part of the audience pleasures for "History" because it references old clips from the X-factor, vlog style clips of the band and old video snippets, this is to make long-term fans reminisce about the boys' music career.
Diversion and Entertainment is another key audience pleasure because it immerses the audience into the band's memories and interesting lives that they forget about their own for a while.
3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to One Direction fans. Why did you choose those moments?
The very end where all the members walk in different directions shows that their group career has ended and would make One Direction fans emotional. The crying fan at the concert represents how the band appreciates that their fans have suppourted them thus far. The silly dancing shows that the group members are now too old and out of touch to be part of a boy-band, this makes the goodbye slightly less hard for fans due to the humour.
4) What is nostalgia and why is it a key audience pleasure for the History music video?
Nostalgia is a 'yearning for yesterday'. In the History video, by using black and white and playing clips of when the band members were younger to make the fans wish they could go back to those times.
5) How are fans positioned to respond to the video? What do the producers want One Direction fans to take from the video?
The preferred reading of One Direction's History video is that although it is upsetting that the band is breaking up, they all need to move on and do other things and that they hope their dedicated fans will still suppourt them in everything they do.
Grade 8/9 extension tasks
Read this Huffington Post article about the video. What extra details are provided in the article regarding the construction of the video?
Read this short Teen Vogue feature on the video. What does it suggest regarding the ending of the video?
Finally, read this excellent Medium blog on the future of the music video in the digital age. Summarise the main points of the blog in 100 words.
Movement is a key convention of music videos such as camera movement or fast-paced editing.
2) What is intertextuality?
When one media text references another media text. An example of this is when there are clips from the x-factor in One Direction's "History" video.
3) When did music videos first become a major part of the music industry?
During the '80s and '90s.
4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?
MTV was launched in 198. Music videos were a promotional device to encourage people to buy music.
5) How are music videos distributed and watched in the digital age?
People use Youtube to watch and share music videos in the digital age.
One Direction: Industry
1) How were One Direction formed and how is this reflected in the music video for History?
One Direction are a manufactured group that were put together as part of the X-factor by Simon Cowell.
2) What is vertical integration? You may need to check your book for this (or remind yourself from this Year 1 blogpost.)
Vertical integration is when a conglomerate owns other companies in the same chain of production.
3) What is horizontal integration? (See link above for help again!)
Horizontal integration is when one company buys another on the same level of distribution.
4) How has technological convergence changed the way audiences consume music videos?
People can view and share music videos on their smartphones now so there is no need to watch them on television and videotape them for a friend like people would have had to do in the past.
5) As a manufactured band, what influence do Simon Cowell and the record company Syco (part of Sony) have over the content and release strategy of One Direction music videos?
Simon Cowell has the majority of the band's image since they are a manufactured band. It could be argued that they are not as authentic as traditional bands like Arctic Monkeys.
Audience
1) What is the main One Direction audience - demographics and psychographics?
The main One Direction audience are young girls aged 9-13 that middle class with the mainstreamer personality type.
2) What audience pleasures are offered by the music video for History?
Nostalgia is a large part of the audience pleasures for "History" because it references old clips from the X-factor, vlog style clips of the band and old video snippets, this is to make long-term fans reminisce about the boys' music career.
Diversion and Entertainment is another key audience pleasure because it immerses the audience into the band's memories and interesting lives that they forget about their own for a while.
3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to One Direction fans. Why did you choose those moments?
The very end where all the members walk in different directions shows that their group career has ended and would make One Direction fans emotional. The crying fan at the concert represents how the band appreciates that their fans have suppourted them thus far. The silly dancing shows that the group members are now too old and out of touch to be part of a boy-band, this makes the goodbye slightly less hard for fans due to the humour.
4) What is nostalgia and why is it a key audience pleasure for the History music video?
Nostalgia is a 'yearning for yesterday'. In the History video, by using black and white and playing clips of when the band members were younger to make the fans wish they could go back to those times.
5) How are fans positioned to respond to the video? What do the producers want One Direction fans to take from the video?
The preferred reading of One Direction's History video is that although it is upsetting that the band is breaking up, they all need to move on and do other things and that they hope their dedicated fans will still suppourt them in everything they do.
Grade 8/9 extension tasks
Read this Huffington Post article about the video. What extra details are provided in the article regarding the construction of the video?
Read this short Teen Vogue feature on the video. What does it suggest regarding the ending of the video?
Finally, read this excellent Medium blog on the future of the music video in the digital age. Summarise the main points of the blog in 100 words.
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