WEEK 1 – w/c 13/09/10: (Pre-Production: Mock-ups & storyboarding)
1 PROFESSIONAL MEDIA PRODUCTSYour research begins with identifying professional examples of the sub-genre of product you are working on -an ongoing reference point for design and representation.
News that reflects the type of negativity I’m talking about within my target audience:
- One depressing fact after the other; at the beginning of one edition of ITV news, the first 2 consecutive stories were about youth/ gang crime/violence- where has all the positive news gone?
http://www.itv.com/news/innocent-murder-victim51272/ (The death of 16 year old Agnes Sina- Inakoju in Hoxton)
http://www.itv.com/news/schoolboy-stab-murder80200/ (the death of 15 year old Negus McClean in Edmonton)
http://www.thisislondon.co.uk/standard/article-23562860-shank-town-brings-in-the-cleaners-to-drive-crime-off-the-streets.do (New name given to Edmonton)
A way in which I challenged the conventional methods of newspapers is through the age of my selected target audience (16-21). This broke the generic conventions of newspapers as the average age group for newspaper readers, according to the Newspaper Society, are 35+ with 74% with the highest readership settling with those who are aged 65+ at 80%. My age group however struggled with a pitiful 68%. I beg to differ on the immediate assumption that my readership does not read a lot as these statistics suggest- if anything, I think this shows that they do read but are either frustrated about what they read or are confused about where to find information that is relevant to them. Any information teenagers do find relevant to them is often seen as ‘negative’ and ‘inaccurate’ as answers to my interviews and questionnaires suggest. I thus decided to break the convention of age bias in journalism particularly in local newspapers by bringing out a new age group and emancipating the positives that they bring to society.
- My newspaper intends to have stories/articles such as these:
http://www.bbc.co.uk/news/uk-12905705 (Noisy trousers drum kit created by 17 year old Aseem Mishra)
- http://www.itv.com/anglia/12-year-old-creates-app80229/ (12 year old creates rap)
These are the kind of positive news I’d like to bring out in local communities ; in the midst of the negative portrayal that is brought out by the mass media regarding my target audience, my newspaper will be a light in a very dark society.
I’d like to also encourage those who may be ‘scared’ or afraid to go out there and be innovative and to pursue and fulfil their careers.
2 WEB-SITES
A key source of contemporary media information but you may need to make use of specialist search-engines to find them.
The target audience for City A.M. are young business professionals. This could typically be for business ‘tycoons’ who are aged between 21- 30; with the above information in mind, it is likely to appeal to those in the B/C1 in terms of social class and as they are ‘professionals’ in their career. Thus, it is situated in tube stations around central London; this makes sense as the majority of the people in their target audience are found to take the tube/ trains to work.
Once we look at the stereotypical views the areas that the South London press covers, they aren’t areas which are seen to promote the country in a positive light as it is seen as rural and urban; in other words the news is likely to be about youth crime, teenage pregnancy and housing benefits. This is the view of someone who lives in Essex as they have heard from friends that Southwark (particularly Peckham) and Lewisham boroughs are one of the worst places to live in especially if you are a teenage boy.
About Hackney Today
Hackney Today, the Council's fortnightly free newspaper, was re-launched with a brand new look at the end of 2007, with input from local residents. Since then it has gone from strength to strength, coming runner-up in two national awards for best council publication, and increasing in size to 36 pages, but we want to keep improving the paper and need your feedback.
http://www.hackney.gov.uk/w-hackneytoday.htm
This is the only case study that is purely local; it’s published by Hackney Council. This newspaper holds purely local community news currently circulates 108,000 homes and businesses that are in the Hackney borough.
Below are some more websites that I visited in terms of stats for my target audience; their ages are the most highlighted when it comes to youth and gang crime as well as negativity from the mass media. Therefore I decided that to find out just how badly it is to support this argument:
• http://rds.homeoffice.gov.uk/rds/pdfs05/hosb2005.pdf (home office)
• http://news.bbc.co.uk/1/hi/education/6406121.stm (NEGATIVE ARTICLE)
• http://www.statistics.gov.uk/hub/children-education-skills/higher-education-and adult-learning/higher-education-skills-and-qualifications (STATS)
http://www.justice.gov.uk/publications/docs/pop-in-custody-aug2010.pdf (CUSTODY)
• http://www.statistics.gov.uk/hub/release-calendar/index.html?newquery=*&lday=&lmonth=&lyear=&uday=&umonth=&uyear=&theme=&source-agency=&pagetype=calendar-entry (to find stats on education)
• http://www.guardian.co.uk/news/datablog/2011/feb/22/teenage-pregnancy-rates-england-wales-map TEENAGE PREGNANCY FROM 2001- 2009
• http://www.guardian.co.uk/society/gangs (Youth in society)
Research:
WebsitesThe Newspaper Society
http://www.newspapersoc.org.uk/Default.aspx?page=1228
Wikipedia http://en.wikipedia.org/wiki/Newspaper Newspapers found:The London Evening Standard: http://www.thisislondon.co.uk/standard/
Fulham Chronicle: http://www.fulhamchronicle.co.uk/
Guardian ABCs: http://www.guardian.co.uk/media/abcs
Liverpool Daily Post: http://icliverpool.icnetwork.co.uk/ Slideshow websites:www.prezi.com www.slideshow.com
WebsitesThe Newspaper Society
http://www.newspapersoc.org.uk/Default.aspx?page=1228
Wikipedia http://en.wikipedia.org/wiki/Newspaper Newspapers found:The London Evening Standard: http://www.thisislondon.co.uk/standard/
Fulham Chronicle: http://www.fulhamchronicle.co.uk/
Guardian ABCs: http://www.guardian.co.uk/media/abcs
Liverpool Daily Post: http://icliverpool.icnetwork.co.uk/ Slideshow websites:www.prezi.com www.slideshow.com
ABC Figures:
Press Gazette ABC figures: http://www.pressgazette.co.uk/section.asp?navcode=147
Article on Local Newspapers: http://www.pressgazette.co.uk/story.asp?sectioncode=1&storycode=42004&c=1
The fundamental thing about all of these newspapers is that they all have websites. This stands out to me as they have all their articles printed in the hardcopy, if not more. This is effective as it not only gives the readers and alternative way of reading their local newspaper, but it’s also free.
Press Gazette ABC figures: http://www.pressgazette.co.uk/section.asp?navcode=147
Article on Local Newspapers: http://www.pressgazette.co.uk/story.asp?sectioncode=1&storycode=42004&c=1
The fundamental thing about all of these newspapers is that they all have websites. This stands out to me as they have all their articles printed in the hardcopy, if not more. This is effective as it not only gives the readers and alternative way of reading their local newspaper, but it’s also free.
There is a negative side to this though for the publishers as consumers may just choose to view it on the internet instead of buying it. Although, due to the fact that these newspapers are free, it may not be such a problem however with the changes in technology, consumers are focusing more and amore on the net for their news. For instance, I came across a website which basically has all the daily headlines and articles from the original newspapers on it. It doesn’t have the full article however it does have enough detail to at least inform the consumer and keep them up to date.
Link: http://www.newsuk.co.uk/newsuk/home.do
Link: http://www.newsuk.co.uk/newsuk/home.do
I have decided to use the following newspapers for research and inspiration for my newspaper; as well as that, they will be my case studies by which I will use as examples of my investigations and findings; the newspapers are:
The London Evening Standard
Published by Daily Mail and General Trust
The London Evening Standard
Published by Daily Mail and General Trust
City A.M.
Published by City A.M. Ltd
Published by City A.M. Ltd
South London Press: Published by Tindle Newspapers
The London Evening standardhttp://www.thisislondon.co.uk/standard/ http://www.nmauk.co.uk/nma/do/live/factsAndFigures?newspaperID=5
The Evening Standard used to be one that was sold however due to a decline in circulation figures, the newspaper ended up becoming a free local newspaper and with that their circulation figures rose up again (not surprisingly). This is because it most likely seemed to appeal to be read more by the working and lower class simply because it is free. The
newspaper is read however by people from the ages of 16- 65+ and range from AB- DE in terms of social class. This is hardly surprising as the places where they distribute the newspapers also ranges from Anglia to Central Scotland.
The Evening Standard used to be one that was sold however due to a decline in circulation figures, the newspaper ended up becoming a free local newspaper and with that their circulation figures rose up again (not surprisingly). This is because it most likely seemed to appeal to be read more by the working and lower class simply because it is free. The
newspaper is read however by people from the ages of 16- 65+ and range from AB- DE in terms of social class. This is hardly surprising as the places where they distribute the newspapers also ranges from Anglia to Central Scotland. The Evening Standard has a sister (London Lite) which apparently appeals to the younger females as the main articles were focused on lifestyle stories and had less on news and business which is contrary to the original newspaper. Not only does this stereotype what women ideally want to read but it also stereotypes their character as individuals; it makes it seem as though they are all only interested in the lives of celebrities. Although the Evening Standard was distributed daily, the London Lite was only handed out on Thursday evenings.
The target audience for City A.M. are young business professionals. This could typically be for business ‘tycoons’ who are aged between 21- 30; with the above information in mind, it is likely to appeal to those in the B/C1 in terms of social class and as they are ‘professionals’ in their career. Thus, it is situated in tube stations around central London; this makes sense as the majority of the people in their target audience are found to take the tube/ trains to work.South London Press.http://www.southlondonpress.co.uk/ This is a bi- weekly local newspaper which covers news concerning the London boroughs of Lambeth, Southwark, Lewisham and Wandsworth. It is the only paper out of all my case studies which has a price (50p). It is also the only newspaper which is published on specific days of the week (every Tuesday and Friday). National Newspapers use South London Press as a training ground for its employees. With the news that South London press covers, I can tell that they are likely to appeal most to those who live in those areas.
Once we look at the stereotypical views the areas that the South London press covers, they aren’t areas which are seen to promote the country in a positive light as it is seen as rural and urban; in other words the news is likely to be about youth crime, teenage pregnancy and housing benefits. This is the view of someone who lives in Essex as they have heard from friends that Southwark (particularly Peckham) and Lewisham boroughs are one of the worst places to live in especially if you are a teenage boy.About Hackney Today
Hackney Today, the Council's fortnightly free newspaper, was re-launched with a brand new look at the end of 2007, with input from local residents. Since then it has gone from strength to strength, coming runner-up in two national awards for best council publication, and increasing in size to 36 pages, but we want to keep improving the paper and need your feedback.
http://www.hackney.gov.uk/w-hackneytoday.htm
This is the only case study that is purely local; it’s published by Hackney Council. This newspaper holds purely local community news currently circulates 108,000 homes and businesses that are in the Hackney borough.
Below are some more websites that I visited in terms of stats for my target audience; their ages are the most highlighted when it comes to youth and gang crime as well as negativity from the mass media. Therefore I decided that to find out just how badly it is to support this argument:
• http://rds.homeoffice.gov.uk/rds/pdfs05/hosb2005.pdf (home office)
• http://news.bbc.co.uk/1/hi/education/6406121.stm (NEGATIVE ARTICLE)
• http://www.statistics.gov.uk/hub/children-education-skills/higher-education-and adult-learning/higher-education-skills-and-qualifications (STATS)
http://www.justice.gov.uk/publications/docs/pop-in-custody-aug2010.pdf (CUSTODY)
• http://www.statistics.gov.uk/hub/release-calendar/index.html?newquery=*&lday=&lmonth=&lyear=&uday=&umonth=&uyear=&theme=&source-agency=&pagetype=calendar-entry (to find stats on education)
• http://www.guardian.co.uk/news/datablog/2011/feb/22/teenage-pregnancy-rates-england-wales-map TEENAGE PREGNANCY FROM 2001- 2009
• http://www.guardian.co.uk/society/gangs (Youth in society)
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