Kony 2012 question 1

What techniques does the text use to engage the audience?

Kony 2012 uses various techniques to engage the audience.

As first of all he uses techniques such as direct mode of address where he uses pronouns such as “our time” and “we”. Which makes the audience feel that he is talking to us and that it our responsibility and our problem, and giving the idea of Zeitgeist. Which engages us to listen further as what we have to do and also make us want to be a part of Kony 2012. Also the camera shots such as Point of view shot at the birth scene, it makes us feel more involved and part of the whole issue, also the close up’s etc.

Furthermore at the beginning of the footage we see Jason showing the birth of baby. Where we are let into his personal life. Whereas the voiceover is Jason’s we feel that he is a reliable narrator as we have this relationship of trust with him as he has let us in his personal life then we should listen to him to. Also the voice over, suggests the “voice of god” and gives the idea of expository documentary, whereas later we see Jason later giving the idea of reflexive . And the tone of the voice over at the beginning suggests that this is a serious issue as his tone of voice of is serious giving us the idea we should listen. It also anchorages the scenes for example the scene of the world and Jason talking about social networking etc. And also the uses of parallel sound where the non-diegetic music is going according to the mood of the scene.

Moreover we more likely to identify with him due the shots of him with his family and him with casual clothing, the natural lighting etc. Makes us relate to his lifestyle as we have a normal family life to. Furthermore he being a father figure etc. makes us feel we should listen to him as we can relate to him, such as the idea of “trust”.

It also shows a sense of the narrative theory such as at the beginning we see a montage of good and happy videos e.g. child being rescued, person hearing for the first time etc. gives the sense of equilibrium and then we are introduced to Jacob and his life in Uganda showing the sense of disequilibrium. Also in the video montage we see the “share” button various amount of times which is a sense of the hypodermic syringe as we are injected with the idea of sharing with video with our friends. Furthermore he also talks about how social networking has changed the way we live e.g. the idea of “Global Village” as even though we are separate from each other social network brings us together and we are aware of things happening across of the world. Showing how strong E-media has become.

Lastly when it come’s psychographics, we can see “carers” are most likely to be able to relate to this as it shows how people in Uganda are suffering and contemporary society are not bothered about it. However we can say they are reflecting dominant and patriarchal ideologies as we see a American male giving voice over.

Kony 2012

KONY 2012 from INVISIBLE CHILDREN on Vimeo.

Duration - 23:00-26:00


Representation
How is the brand Kony 2012 represented as?


Kony 2012 is represented in a positive way as it reflects how every has a equal opportunity in making a difference. Reflecting American values such as the "American dream" as everyone has a equal opportunity in doing well, as here everyone has a equal chance in making a difference.

it represents how Kony 2012 is brand that is daring and challenging. as it is going against the class system as how your background and ethnic race has nothing to do with how you can make a change.
It also is reflecting itself as a global issue. The internet is a Globalised platform which first of all attracts the audience. Also then talking about social networking which again is a globalised and strong platform at the moment. And the fact we see how the are trying to give the message of how people from any culture and race can come together to make peace, will appeal to a range of ethnic groups encouraging them to work together.

And Kony 2012 can appeal to both people from the high end of the socio economic demographic and lower. as they talk about how each individual can make a change, and not really focusing on a capitalist ideologies or middle class ruling ideologies. It shows a sense of "unity".



Forms
How does the sequence convince the viewer to support Kony 2012?

The sequence uses various techniques to convince the viewer in supporting Kony 2012

As the first technique could be using the idea of how the audience can use social networking and internet to support Kony 2012. As we see Jason talking about how the viewers can actually contact the celebrities so that they can support Kony 2012 as well making the audience feel they are involved and can actually help out the cause by just using normal social networking sites such as twitter and Facebook. Attracting a more globalised audience as twitter is a network which is used around the world. And as in recent events Twitter has been a big platform for starting revolutions (Arab spring) it makes it more current and is seen as a big platform. Making audiences want to support Kony 2012 as it doesn't need much effort from them.

Also will want to support the cause. As by the people he wants to target as he is targeting mainstream celebrities and politicians they see it as a important issue. As "Carers" who want to make a change to society and care about the issues will want to support it.

Furthermore we see camera movements to be very shaky as it was shot by a hand held camera. Which gives the idea of the footage being "raw" and "real". Furthermore we here Jason doing the voice over and as we feel like "we know him" due to the footage about him at the beginning we feel his voice to be reliable and making us hear what he says.

Lastly the words he uses language such as "We" a lot. Making us feel involved in this cause also convincing us to make a difference by joining this cause. As also the image he uses of the two animals joining to make the colour white, which shows people from different cultures and places can come together to make peace. encouraging us to be together to fight Kony 2012.

Institutions
How is Kony 2012 trying to present itself as a positive and ethical brand?

first of all the colours they use. As they use colours such as Red and Blue for 2012, which where the red connotes the passion and anger they have the blue connotes a more subtle and calm feeling. That can reflect how they are going to fight Kony but not with violence but by peace.

Furthermore when they talk about the action kit. We see a hand of a black and white person doing the peace sign. Reflecting how Kony 2012 are not biased and are showing how people from different ethnicities and culture can come together to make peace. As we see it reflected in the image of the two animals coming together.

Also they are showing how they want to target mainstream celebrities and politicians, showing how they want to target people e.g Oprah and Ellen who are known to fight for people right. Also they show a individual can make a impact reflecting the brand to be run by us the audience, making it more positive as they want to show how audiences can actually make a difference.

Media audiences
What type of audience is Kony 2012 trying to appeal too?

Kony 2012 can appeal to different types of audiences.

As Kony 2012 might appeal to a young audience. As first of all being highly based on E-media. As the video is first of all on the internet and also it being "Viral" it clearly shows it has been shared and the use of convergence. Also they talk about how we can contact the celebrities through twitter and social networking. reflecting interested within young audiences. However as now older audiences are more "Tech Literate" (silver surfers) they might be able to identify with Jason as his worries as a parent.

Furthermore a Globalised audience will be attracted to the the concept. As the video is posted on you tube the internet is a Globalised platform which first of all attracts the audience. Also then talking about social networking which again is a globalised and strong platform at the moment. And the fact we see how the are trying to give the message of how people from any culture and race can come together to make peace, will appeal to a range of ethnic groups encouraging them to work together.

And Kony 2012 can appeal to both people from the high end of the socio economic demographic and lower. as they talk about how each individual can make a change, and not really focusing on a capitalist ideologies or middle class ruling ideologies. It shows a sense of "unity".


As "Carers" who want to make a change to society and care about the issues will want to support it. And also  maybe "Succeeder's"  as how people who are more successful can help more due to the financial and power reason.

Interim Targets

4 Targets


Exam Based:
1)use more theorist names, when i mention a theory
- revise over theorists name and mention the theorist more often in my answers
2)work on  my timing
- write answers under time conditions


Coursework based
3)finish my print coursework using the correct codes and conventions from the chosen magazine
- stick to deadlines, refer to the actual articles from the magazines


General
4)Keeping to deadlines
- to finish work early, so I have a chance to do improvements

Advert Analysis

What techniques does the ad use to persuade the audience to consume the Guardian?

The ad uses various techniques to persuade the audience to consume the Guardian.

As first of all we see it being presented as an unbiased newspaper, as we see how in the advert we are shown both sides of the argument e.g. some people supporting the wolf and some who are not. Reflecting it as unbiased, making us want to buy it as we feel we will get the whole outlook on a story rather than just one side.

Furthermore we see it using aspects of technology for example twitter, their website and Facebook. Reflecting how society has become more interactive with the institution and with other (social integrative needs) that gives us news and how news is available 24x7 as it is constantly being updated showing we are always in the know. Also due to twitter and Facebook people can reflect their views on a certain story and how sometimes it can affect other situations e.g. we see a riot happening, which could relate back to recent incidents in the middle east “Arab spring”, which reflects Guardian as current and makes us feel it is a big platform as big things such as riots can happen due the stories they publish. And how the Guardian has a website and is available on all these different devices shows the sense of convergence and how the news is available to us anywhere at any time.   

Moreover we see that audiences can identify with the people in the advertisements, as we see a variety of people in this advert e.g. ethnicities classes etc. as how we see tweets in different languages and people in different locations. As this can help people from different ethnicities and classes to identify with the characters as they are portrayed as normal people E.g. their clothes, locations etc. Making us want to consume guardian even more due to “connection” we feel we have with the audience and maybe a more younger audience might relate to this due to the “high” use of technology in the advert and also how they are represented are “Positively” as young people have a voice and want to fight for what they believe in, making us want to consume the guardian even more. But arguably we can say an older audience might relate to this as well due to the guardian being quite an established brand and also due to now society having “silver surfers” and older people know how to access the internet etc. Also we see slight use Todroff’s Narrative theory as at the beginning there is an equilibrium but then the police busting in the pigs house shows the disruption, However at the end we don’t have a full equilibrium as we are left on the last shot which shows “riots are sparked”. 

How is the news represented in the ad?

In the advertisement we see the news represented in a positive way.

As first of all we see it being presented as an unbiased newspaper, as we see how in the advert we are shown both sides of the argument e.g. some people supporting the wolf and some who are not. Reflecting it as unbiased, making us want to buy it as we feel we will get the whole outlook on a story rather than just one side. As also they say “the whole picture”, furthermore to go with that aspect they didn’t use a certain voice overs to reflect they are not anchoring the picture as they don’t do that in their news.

Also the guardian show themselves as current, as at the end they say “web, print, tablet mobile”. Reflecting how “convergence” is a current thing as how people want to access news on different frames and also how the internet is a “globalised” thing and so being anywhere you can access the guardian e.g. different people in different locations are saying their views. And recent events such as Arab spring. Also they show how the people who are typing their view are doing the voice over showing a sense that the guardian gives a chance for us to have a voice and lets us speak our views on the topics, making us feel more connected to the institution as before institution would just “feed” us the information, making us accept everything without questions (hypodermic syringe). But now the internet allows us to question the news, as we see in the advert the guardian is allowing us to do that. As they are also reflecting us as “Important” as in the advert we see how everyone’s comments start out a riot, showing that how our views are important.

However we can also say that the news is slightly represented as badly. As first of all, we see all the people in the advert using an “apple “product e.g. Mac, iPad, iPhone etc., where these products are usually owned by a the socio economic demographic “a-B” as these products are expensive, which in the upper class audiences while watching this will be able to identify with this (personal integrative needs). Which reflects the guardian are giving out capitalist ideologies showing how the views of the upper class are important and how they are the non-violent ones as they are sitting at home using their laptops whereas the working class in the deprived areas are the more violent ones doing riots etc., reinforcing stereotypes. However arguably a preferred view of the advert might talk how they are actually being positive as a more younger audience might relate to this due to the “high” use of technology in the advert and also how they are represented are “Positively” as young people have a voice and want to fight for what they believe in.

What issues of new technology does this ad raise and what does it tell us about the values of The Guardian?

The types of issues that are bought up are how technology has a big impact on everyone’s lives and how it has been the cause of many violent events but also revolutions e.g. Arab spring”. As in the ad we see how riots are bought in due to the conversations online reflecting current events and important events. This tells about the guardian that it is relevant and current news service that it gives us the important and most current news before others.

Also it shows us how people are technology friendly, and how technology has converged and become globalised. As at the end we see “Web, print, tablet, mobile”. Reflecting how the guardian is available in 4 different platforms (cross media) realising how e-media is the dominant platform at the moment as people are more accessible to it 24x7 and not having to pay to get news. Also they realise how everyone have a view on the issue e.g. tweets in different languages “globalisation” showing guardian values as equal opportunities for everyone to say their view. As also not only young people are technology friendly now older people are tech literate as well “silver surfers” showing that guardian is realising the change in people accessing news and how they consume it as well, as the guardian have a twitter page as well giving a chance for people to say their view on a certain issue and also people discussing the issue on twitter (Social integrative needs). As showing the guardian values on change is positive as they are changing to according to how society is changing.

Lastly we can also say that actually guardian support capitalist values as we see them showing things such as iPad’s, iPhones etc. showing the high end products in technology where mostly upper-middle class (socio economic ABC) people can afford, reinforcing the Bourgeoisie values and also attracting the “Aspirers” who aspire to be in the higher end of the social class, reflecting that being middle class is good.

 On the basis of this ad, who does the Guardian brand appeal to?

The guardian brand can appeal to large audience.

As when it comes to gender we can say the guardian brand is not being biased towards a gender or neither is it being sexist. However in the advert we do see some stereotypes as we see the women sitting at home just typing about what they thing whereas we see the men going out and rioting about what they thing, reinforcing stereotypes such as women are more timid but use their words to make a point where as men use their “masculinity” and the physical aspect to get the message across.

However we can say that the guardian brand might appeal to a upper class .As first of all, we see all the people in the advert using an “apple “product e.g. Mac, iPad, iPhone etc., where these products are usually owned by a the socio economic demographic “a-B” as these products are expensive, which in the upper class audiences while watching this will be able to identify with this (personal integrative needs). Which reflects the guardian are giving out capitalist ideologies showing how the views of the upper class are important and how they are the non-violent ones as they are sitting at home using their laptops whereas the working class in the deprived areas are the more violent ones doing riots etc., reinforcing stereotypes. As the upper middle class are more fighting with words and the working class are more violent. Also we see the 3 pigs living in small house reflecting a sense of working class living standards, as showing people who come from a working class background have the tendency to commit crime, reflecting a “moral panic”.

Furthermore when it comes to age. Also they realise how everyone have a view on the issue e.g. tweets in different languages “globalisation” showing guardian values as equal opportunities for everyone to say their view. As also not only young people are technology friendly now older people are tech literate as well “silver surfers” showing that guardian is realising the change in people accessing news and how they consume it as well, as the guardian have a twitter page as well giving a chance for people to say their view on a certain issue and also people discussing the issue on twitter (Social integrative needs. As showing the guardian. Also older people will be aware of the guardian due to its print version triggering a sense of identification. Furthermore just “parodying” the 3 little pigs story helps people understand the advert more as people will get a nostalgic feeling as everyone has heard the story before.

Also people who come under the psychographics of innovators will be able to relate to this advert. As in the advert we see the people having a view and fighting for it where innovators are risk takers and have targets they want to achieve such as in the advertisement of fighting for what’s right.  

Trailer Analysis

What techniques does this trailer use to persuade an audience to see the film?

There are many techniques that the Footloose trailer uses to persuade the audience to see the film.
As the first technique is semiotics, as from the institution logo at the beginning of the trailer we see “Mtv films” being shown. Which triggers a sense of expectations in the audiences as mind as “Mtv” is associated with music and youth as previously they have done films such as “Freedom Writers” and “Dance flick” which were both youth centric , and one of them were about music and dancing. As also brand loyal audiences of Mtv will be attracted to watch the movie.

Furthermore for the non-diegetic sound. we see at that the original soundtrack of Footloose is used at the beginning of the trailer and also the old fashioned beetle car. Which tells the audience it’s a remake and also shows a sense of nostalgia. As older audiences will be attracted to see the movie as they might have seen the original one encouraging them to see the new remake and “relive the moment” as they also use scenes from the older version e.g angry dance, train scene. However later in the trailer we see more contemporary music used as this helps for them persuade a younger audience to see the movie, as even though it’s a remake it has a “new modern twist” to it, helping them identify with the lifestyle.

Another way they use to persuade the audience to see the movie is through, the religious view and also the parental concern. As in the trailer we see the main protagonists in a church and even them talking to a reverend. Reflecting conservative and religious view on topics. Also we see a group of teenagers being killed and later parents talking about their children’s safety. Which helps parents and typical nuclear families identify with these values of being constantly concerned on their child’s safety and also a more conservative American audience will be able to identify with these values e.g nuclear families, Sunday church, family dinner. Such as “traditionalists” who like to follow traditional values and behaviours and a sense of “fear of the other” as how the main protagonist comes from another town and wants to change the “laws”. However there is a sense of binary opposition as young vs. old values as later in the trailer we see how the young people fight back and fight for their rights, which persuade the younger audience to watch the movie as they feel they can identify with the behaviour and also “innovators” who are risk takers and who want to achieve targets will be able to identify as in the movie the kids talk about “overcoming the dance ban” showing how they want to achieve the target.

They also use things such as cross media, as at the end we see how you can go on twitter and hash tag footloose reflecting social integrative needs as it helps people interact with each other and talk about the movie, increasing the “hype” of the movie and showing a sense of viral marketing which keeps the movie on their mind and persuading them to see it. Also we see them using editing as to reflect the mood of the trailer as for example the dance at the beginning quick editing but for the sad funeral scene fade in’s, as we also see in the trailer Todorov’s narrative theory being used as at the beginning everyone’s happy dancing but then we see death and the law on no dancing, but then Ren coming to change that.