Week 4- 105MC Seminar notes


In this week session we had a discussion on the method of communication or how messages travel.

The Shannon Weaver model

This diagram by Shanna Weaver shows you how a message is transcend, transmitted, then received at its desired destination.  This method is used in everyday communication.

Messages that are sent face to face are through the following method:

Human = (source) sends the information through their; Mouth = Transmit to the channel, decoding noise to the ears = Destination. The message has then been received then interpreted preferable. Both sender and receiver are important parts of the process of creation and meaning.

We, then continued with an interesting discussion about the way media affects the audience. From the beginning of time, people have blamed different types of media for corrupting them (started with the “attack” on novels and continued with the radio and TV).

The question asked was:

Can you control what the media provides?

Do we actually control the way media influences us? It turns out that we can’t. We do not have complete freedom, even if we like to believe that sometimes. It does have an impact on us, trying to change our behaviour, or the way we think.

e.g. – music videos- it can influence our mood or our way of dressing                         – music in shops or taxies (we can’t control what we listen – it can stimulate us on buying more or relax us)

An example of freedom of choice:

-TV where you can choose what you want to watch aside from an ad for instant, you have no control over it as it can pop up anytime…                                              -Radio you also can have control as if you don’t like, you can easily change the station.

People try, all the time to understand the meaning of a message they receive but, if Jacques Derrida is right, then it seems that every time a message is transmitted a new meaning is created. (e.g. Every time we read a book, we generate our own new meaning).

Hypodermic needle model

This theory suggests that the consumers are strongly affected by media and have  and have no say in how the media influences them. The phrasing hypodermic needle is meant to give an mental image of the direct,strategic and planned infusion of a message into an individual,the emotive imagery that suggests that media messages are injected straight into a passive audience which is immediately ifluenced by the message. This view was expressed that the media is a dangerous means of communicating an idea beacuse the reciever of the audience is powerless to resist the impact of the message.There is no escape of the message in this model. This idea of the hypodermic needle/magic bullets were firstly seen in the mass media in the 1940′s/1950′s and were percieved as a powerful influence in behaviour change. The public can not escape form the media influences and therefore are considered as ‘sitting ducks’ (Croteau Hoynes 1997) .

We also shared our research with the other groups, where we found out more on demographic classification as in our group we were a bit confused, under what category should we put students as most of them still depend on their parents.

D1 I hate Big Brother! Do you? – reality TV show… only mention that people rate the show less because it’s changed from being an experiment to entertainment.

D2 (us) did a research on Starbucks. It appears that the majority of people do not hate it, and that those who do, actually do it because of the high prices and the “not so special” taste of the coffee.

D3 was on: do you like reading gossip magazine… (Not 100% sure) they mention that the majority of women did not like reading the magazine because they don’t like the way in which the media portray women- as fake.

D4 research was on Justin Bieber . They mentioned that the majority of people who answered their survey did not like him because he is a superficial pop star and the contents of his music is too mature for his age.

The task for next week is:

The individual task: Pick an item from your Cabinet of Curiosities and say how it can influence the mind of the vulnerable audience and how does that affects them.

Group task:  Meet up and compare the ideas on each one’s individual blogs- what ideas come individually and what do we have in common.  We need to produce a short debate and summarize it for next week’s seminar.

Take care!


“I hate Starbucks! Do you?”

Hello again!

We asked 23 people the same question:  ”We hate Starbucks! Do you?”. We came up with the following results:

Who answered  YES:   – 3 men
-5 women

Melissa- 35, female, youth worker- I hate Starbucks! comments: “It’s overpriced and has no individual feel.”

Who said NO:    -8 men
-7 women

James – 17, male, school student/skateboarder – I love Starbucks! comments: “The frappucinos are awesome! I get one when I take a break from skateboarding in town.”

Mark- 45, male, manager- I love Starbucks! comments: “Love going to get a coffee and sit and read the paper.”

The age of the people we questioned can be placed between <18,  18-25, 26-35 and 36-45.

In what concerns ethnicity,  we came across different backgrounds:

The chart above reveals the following:   10 White British
7 Other white background
3 Black Caribbean
2 Black British
1 Mixed white British and Japanese

Asking them about their occupation gave us an idea on what occupational group each of them belongs:

As you can see, the majority can be categorised as class E, represented by students (18), then we have the C1 (3) and B (2) class.

Don’t forget to write on your own blogs the analysis concerning the results above!

Have a sunny day:)

Week 3 Seminar

I attended the seminar on monday for discussions following the work we did on researching a company. Firstly we were all asked to present the work we did and each group had something to show.  Our group stood out as we chose a company that no one had heard of, where as others chose familiar names such as the BBC, Apple, Windows and Qi. It was interesting to find out how these companies make money such as merchandising and also the controversy of the BBC getting free advertising for their products. The seminar covered mainly what Steve had discussed in lesson as we went over how TV companies now want more of the same. The lecturer gave us an example how previously, The Prisoner was made because one of the production companies biggest stars, Patrick Mcgoohan wanted to do something different to the norm. This is very unlikely to happen these days as the risk of a show not being a hit is too much to take, We also went over the Shannon and Weaver model and added how signs are very important in semiotics.  There were 3 tasks given out and they are the following;

1) As a group, look at the Shannon and Weaver Model and the different variations on it.

2) Introduction on semiotics, looking at Ferdinand De Saussure and Roland Barthes. How does this relate to audiences?

3)  Hypodermic Syringe theory introduction.

Will Barton also made it clear the importance of meeting up physically at least once this week.

Insure just to be sure!

During our last Media and Communication seminar, we were asked to pick a media item and answer some questions about it.

We chosen an ad from Centraal Beheer: “Acupuncture”, probably because of the way its creativity managed to make us smile without being of bad taste.

Centraal Beheer: “Acupuncture” (2007)

“Centraal Beheer Achmea, an insurance company based in Apeldoorn, the Netherlands, is part of Achmea, the largest insurance company in the country. It is usually referred to as “Apeldoorn”. Won a Bronze Lion at Cannes International Advertising Festival 2007 with ‘Acupuncture’ (Accupunctuur), part of “Let’s Call Apeldoorn” campaign. The fifteen-year-long campaign, developed at DDB Amsterdam, has produced a number of award-winning commercials. Centraal Beheer Achmea currently hosts 44 television advertisements from the last fifteen years.” (Wikipedia)

The Centraal Beheer Acupuncture ad was developed at DDB Amsterdam by creatives Dylan De Backer, Joris Kuijpers, Andre Dammers, agency producer Vanessa Janssen, account supervisor Herberth Samsom.

Agency: DDB/Amsterdam

Production Company: CZAR/Amsterdam
Director: Bart Timmer
DP: Patrick Duroux
Producer: Sybrig Stork

Creatives: Dylan De Backer, Joris Kuijpers, Andre Dammers
Agency Producer: Vanessa Janssen
Editor: Marc Bechtold
Post/Effects: Nozon/Brussels
Online: James Vanderhaeghen
Music: Massive Music/Amsterdam
Sound Design: Earforce/Amsterdam
Shoot Location: Bangkok

The Achmea company:

Industry: Insurance

Type : Privately Held

Status: Operating

Company size: 22,000 employees

Founded: 1811

Gross Written Premiums: €17.9 billion (2008)

Other Centraal Beheer commercial:

Seminar Week Two

Hiya groupies,

Today in this session we was talking about media control and ownership, street art and our street art manifestoes and our main tasks that we was set this week. Now discussing anybody’s view on street art we all had our versions on how we see it. Majority of us agreed that there should be a meaning in street art. So for example if we take Banksy’s Napalm artwork, here we  interrupt various messages. The significance of this art,which we discussed,was that it was important that you knew the history of the originally painting to understand the bigger picture in which Banksy transformed it into. There were other views which people wanted to interpret street art, for example D3 made a point that street art doesnt have to be meaningful or particular has to send a message,it could just be a beautiful form of art.

When talking about the political and social aspects of sreet art D5 argued that there are better ways other than street art to get a message across,for example marches and petitions as you are involving more people and making more of a point,and with street art it can get painted over which erases the message. However with this, it was also argued that street art is more expressive than a petition or marches as it can be seen a frequently by people and that image would stick in their heads (thats if no one has graffitied over it) . An example, if somebody spray painted the walls that belonged to the house of commons saying ‘we need your money’ though this would get washed off within hours however it would hit headlines and that message would make us ask questions. Street art is also simple and can be seen in many different ways which makes it so interesting and

In this session we was looking at the ownership and the media, here are the questions that we focused;

1. How does the ownership and the content of media affect the content?

2.Should media owners be subject to controls? How? By whom?

3.How can we find out about media owners?

4.What do we know about the culture of media workers?

5.How can we find out more?

We was talking about BBC,BBC TWO,ITV,CHANNEL 4 and CHANNEL5,and discussing advertisment and the money from advertising.Also the idea of censorship from the news that we watch. The question was asked ‘Should we be shown the graphical and vile images that Britain doesn’t show us in our news from around the world?’

This is pretty much everything from the discussion also I was told that for the task for next week it doesn’t have to be a item just from our diaries it can be any media product i.e tv programmes or ads,and for the other part we can make a sketch on how we could find out about a person’s (that works in the media)media culture.

Hope this is okay

Sofina 🙂

Street Art Manifesto

1. The streets belong to us.

2. We will hold no secrets. We will always expose the truth.

3. Every solid surface is a medium for self expression. Anything goes.

4. We will question everything.

5. We will fight for democracy and freedom of speech.

6. Authority is not relevant to street art. We will not be censored or policed.

7. The Streets are a way of life, as powerful as those who inhabit it.

8. We will be spontaneous with our actions, with no regrets, or fear of any repercussions.

9.Emotions and feelings are expressed in a unconventional way to create a message.

10. Informality expresses the creative side which pokes fun at ways to tackle issues.

Street Art Exhibition Thoughts

We wandered around the street art exhibition trying to pick up on underlying themes and issues.

When I think of street art, I think of spray paint, stencilling, stickers and public spaces. Graffiti art started in the 1980’s and has evolved constantly since then.

In general, most of the art work on show was politically driven and had a strong message

However, some of the works represented a departure from political statements and focused purely on either personal expression or popular street art aesthetics. This stuff was questionable as classic street art because they both lacked the context of the street and did not have the features of typical street art to the uninformed eye.

Typical street art connotations are spray paint, graffiti, vandalism, stickers, public spaces. These are the most common associations. However, the exhibition served as a place to see that street art is much more than this. Its motives are as individual as the producers themselves and it takes thousands of different forms.

The only thing that is mainstream about this piece of “street art” is the fact that it is big enough to have a noticeable presence amongst the concrete jungle.

There is also something about the spilt paint that brings an element of the street inside the gallery. Street art does not confine itself to the classic rules of the art gallery.

One all-encompassing theme that I picked up on is that all street art serves to bring the streets to life and give new meaning to otherwise blank public spaces.