Introduction to newspapers

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The two set texts:

  • The Daily Mirror
  • The Times
We also have to look at a whole range of other magazines/newspapers.

(arranged in circular flow-chart)

-> Text -> decodes -> audience -> producer -> encodes

The producer thinks something is an ideology. 
The audience de-codes the ideology of the producer.
The producer encodes the ideology.

As an audience we can have a 'want', to interact with the producer.

As an audience you can choose to decode a media product in whichever way you want. This relates to the hypodermic needle model. The issue with this theory, is that not everyone thinks of something in the same way. Increasingly, the audience can interact with the producer:

  • Such as you can leave a review on your phone
  • Retweeting an advert on twitter
  • Create a news source
Media institution 

The values and ideology of a media production.
  • Industry and institution are two different things

The importance of institution - more and more importance has been placed on the idea of ideological aspects of industries. It is a way to differentiate between products, and can give the consumer some idea of 'quality', which may influence a decision.

We live in a meritocratic society, where we are judged by which certificates we have.

Why have an identity?

Every institution needs to have a selling-point, this needs to be a USP. Long Road's USP would be to do whatever you want. There also needs to be an identity so that there is a reason for it to exist. You can also get recognition by having an identity.


Differentiation - Long Road, like any institution needs to prove that it is different from other colleges, like Hill's Road for example

Competition - Long Road is a business like any other. It needs to enrol a certain number of students to remain economically viable. The same principal can be applied to any media and non-media industry

Identification - When describing where you go to college, Long Road is a lot easier than just saying 'that building wedged between the hospital and Long Road'

Ideology - Long Road has very clear messages and values; that attending it will allow you to 'move on up' from secondary education, and that studying here will be challenging yet rewarding.


Deconstruct - Analysis, breaking something down.

SHELL LOGO
  • Red connotes the idea of love. Love for the product and happiness rather than romantic love.
  • The shell picture in the logo creates holiday and familial imagery.
  • However, the shell also shows what the petrol is made of and where it is derived from
  • The sharpness creates a sunset, which is dramatic. It is symbolic of a flag, because of it's simplistic and straight-forward features.
  • The lines coming down represent speed, like speed lines within a comic-book
  • Bright and optimistic
  • Bold and powerful
  • Shaped like a shell showing the product is natural
  • Consists of two colours, simplistic
  • The sharp lines show you can get acceleration/speed from using Shell's fuel
  • Red and yellow is like fire and burning
  • One big criticism of shell, is that burning fossil fuels is making the world steadily worse and worse. However, this logo presents a positive and happy vision, completely ignoring any environmental catastrophe
STARBUCKS LOGO
  • Image of a mermaid 
  • Connotations of beauty 
  • The star on her crown shows that she is the best, and shows supremacy within the coffee's taste
  • The green colour is the same colour as money in Starbucks, suggesting it is a successful business.
  • Green is also connected with nature, the sea, vegetarians. Etc....
  • Long, wavy, organic hair
  • Smooth, pretty, attractive









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