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Patterns of media use

Gender: At the beginning stage of technology, they were aimed for most males. An example of this is video games. most games at first included violence and more identifying with male characters. There are clear differences in gender when it comes to media. Some are:

In the family men almost always have control over the programme choice.

Men prefer to watch in silence while women see it as a social activity

Men carefully plan their viewing, women do not tend to

Most women leave video recording to husbands or children

Age: Research shows most people who watch TV are above the age of 50, sociologists say this is way to compensate for their little engagment in society. People who are born at the age of technology find it easier to use the new forms of technology since they are young. teenagers and young people also visit the cinema more  as this is an oppotunity for them to socialise

Social class: Newspapers and media are what divide social classes in the UK. Different newspaper companies aim at different social classes. Some programmes are also aimed at a mass audience.
Ethnicity: Migrant people group in current modern nations have more noteworthy open doors than in the past to get to the media from their nation just as media in their local language. Minority gatherings may enjoy media just as produce their own media when distorted.

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I cannot see Ahmed and Hamdan working? oh sorry...my bad...they are continuing in the old post...sorry again..my bad

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Patterns of media use: According to Gender, Age, Social Class and Ethnicity
- Gender:
When technology was first introduced it mainly appealed and was aimed for a male audience. This created a clear gender difference, as men tended to prefer watching sports and documentaries, while females watched dramas and soup operas. It had also been noted that:
- Men had more control over programme choice
- Men prefer to view to view attentively while view it as a social activity
- Most women left video recording to their husbands or children

- Age:
People who were born into media would find it easier to use/ access the internet.
The arrival of the internet has been accepted by older people although they may have difficulties accessing it. it has been noted that:
- older people are less likely to use the internet and from those who do, women are less likely than men.
- teenagers and younger people tend to go to the cinema as it is an opportunity to socialise.
- Young people tend to watch less TV in comparison to older people as they would prefer watching short videos on You tube.

-Social Class:
News papers were used in the UK to divide the social classes. As the lower, middle and upper class all had different newspaper that they would read.
Even TV programmes were targeted for a mass audience but primarily the lower class.

- Ethnicity:
Immigrant communities in modern industrial countries have greater opportunities than in the past to access the media from their country as well as media in their native language. Minority groups may also indulge in media as well as produce their own media when misrepresented.

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Ownership and control of the media
There are two types of ownership:
- state ownership: in some countries the media is still owned by the the government. The state owns companies, news outlets, social media etc. Although it would censor information from their people and protect their image.
- Private ownership: in modern societies, it is the people of the nation that now have the ownership of handling media.

Conglomerates: they are multi millionaire companies that are branded as buying multiple under their own name. Some conglomerates include big names such as:
- Disney  - AOL Time Warner  - Bertelsmann  - Viacom  - News Corporation - Vivendi Universal

Previously, Media was controlled and owned by the state although now that has been handed over to private owners and controllers.

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Advertisements
Advertising: the use of the media to persuade the audience to buy or to do something. Advertisements could be in the form of billboards, promotional videos, posters etc

Advantages-
- Makes people aware of products and trends
- benefits the economy as it offers job opportunities
- contributes to globalization, advertising could make people know more about products and services abroad.

Disadvantages-
- Advertising encourages people to always be dissatisfied and want more than they have creating greed
- Heavily advertised products tend to be overpriced
- Some adverts would exclude a certain group of individuals making them feel inferior

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Traditional vs New Media
-  Old media was used before the internet became well-known to share information to other people.
*  example: radio, television and newspapers.
-   As of now, the internet is a major way of communication and so it introduced new media communication.
*  example: - online magazines and newspapers which you do not have to pay for.  -  social media which is the main way of sharing news nowadays since most of         the people tend to use social media platforms.

Advertisements
* Advantages:
- Helps people to be aware of the products and trends in the market
- Contributes to long-term benefits to the economy.
- Gives you the right to choose what you want, according to your  preferences and needs.
- Provides  useful information in an interesting way.

* Disadvantages:
- Can target customers and leave out others, example in terms of class or age.
- Advertising increases costs of product
- Creates greed in people and make them buy things they do not need
- It may create a certain way of how people should look and act.
example: - cooking paste was handmade in the past but because of advertisements, people got to know about mixers and so bought it since it is more easier and effective.

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Ownership and control of the media
-  Transnational corporations: An enterprise that is involved with the international production of goods or services and foreign investments in more than one country.
-  Conglomerates: A combination of multiple business entities operating in entirely different industries under one corporate group.
* example: Disney, Viacom, Bertelsmann and Vivendi universal etc.

There are two kind of ownership in the media which are:
1- State Ownership - Media owned by the state, such as newspapers
- The state uses its ownership to influence people's views.
- They are publicly funded, usually by general taxation and licence fees
Advantages of public service broadcasting - free from commercial interests
- play a role in creating a sense of national unity.
2- Private Ownership - Media owned by individuals, shareholders or families. They exist to make profit rather than providing a service.
* example: Rupert Murdoch's New Corporation.
3- Ownership Versus Control -
- Ownership is when a person has legal rights to own a company.
- owners may sometimes directly control the content by giving orders to their staff
- owners can be editors but only senior staff who can be relied on to do the editor's bidding.
* example: A newspaper agency employing an owner to write their media and edit it.
- Controllers are people who make day-to-day decisions on behalf of the company since the owners have too many media so have to come up with such a decision *example: Editors of newspapers and television producers.

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Pattern of Media use
1. Gender: Gender issues affect media technologies, here are some examples:
-  Men tend to prefer documentaries,sports and action adventure while women prefer soap operas and costume drama.
-  Men have control over programme choice
-  Men prefer to view attentively, in silence but women see viewing as a social activity combined with conversation and household tasks.
-  Men carefully plan their viewing but women tend not to.
-  Most women leave video recording to their husbands or children.

2. Age: - The amount of television people watch goes up when they're over the age of 50 hence for people with visual or hearing difficulties, television is better than newspaper.
- People become comfortable and confident with media technologies that they have used when young.
- Teenagers and young people tend to visit the cinema more than other age groups in order to socialize and they also tend to watch less television than older people but watch short videos such as YouTube.

3. Social Class: - Newspapers are associated with social classes, for example the sun and the daily mirror newspapers are seen as working class newspapers while The times is read by middle-class people and above.
- This also applies to television, game shows and entertainment which are aimed at mass audience that are primarily working class.
- Marxists would see this the media's function of distracting the working class from political and economic issues.

4. Ethnicity: - Communities in modern countries have greater opportunities then in the past to access media from their country, for example they can view television channels and can visit newspapers websites and this means that they have greater chance to preserve their culture.
- Minority groups are likely to be able to produce new media , this may be successful if representation of the media are stereotypical but the group may not provide a large enough audience.

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Unit 7 - Media
Comparison between old and new media
The forms of media could be
- Old media: this is one way communication, examples of this could be newspapers, radio, magazines. These are still used but outdated media.
- New media: this is two way communication where anyone could create content. Examples of this could be social media with applications such as Facebook and Twitter. Websites , forums and chat rooms are also considered new forms of media

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Media Content: The content of one form of media, such as television programs
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1) Types of Media (Old vs New)

Old Media: Print and other older media such as radio and film with little, if any, interactivity. For example Newspaper, televisions, books, etc.

New Media: New media technologies, usually digital and involving greater interactivity and on-demand access. For example Websites, forums, twitter, etc.

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2) Advertising: The use of media to persuade the audience to buy or do something.
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3) What is the role of advertising?
Advertising is important for attracting an audience and to make people aware of a certain product, service, etc.
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4) Advantages Vs Disadvantages

Advantages of advertising with examples for each:

1. It increases sales in businesses which benefits the country as a whole

2. Advertising keeps people in a society informed about various products, their uses, best bargains, safe handling of dangerous goods, effective use of scarce resources like petroleum and electricity, technological advances, etc.

3. Advertisements can cause social change, for example accepting women equally in society or empowering women, etc.

4. It can help keep people safe by making them aware of current issues. For example, precautionary preventive measures should be taken against dangerous diseases like in the current coVID19 pandemic.

Disadvantages of advertising with examples for each:

1. Many heavily advertised products are overpriced and have planned obsolescence.

2. Advertisers sometimes target their ads towards younger children who will then pressure their parents to buy things for them

3. Advertising may encourage a materialistic and wasteful lifestyle

4. Advertising may create an ideal standard for how men and women should look or act. It can also lead to stereotyping of ethnicities, etc.

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5) Ownership and Control of the media

Transnational Companies: A transnational corporation (TNC) is a huge company that does business in several countries.

Conglomerates: a combination of multiple business entities operating in entirely different industries under one corporate group, usually involving a parent company and many subsidiaries.

5.1) State and Private Ownership

State Ownership: the ownership of an industry, asset, or enterprise by the state or a public body representing a community.

Private Ownership: when a company is owned by people or organizations that are not part of the government of a country

5.2) Ownership Vs Control
Owners may directly control the content by giving orders to their staff while controllers have to make the day-to-day decisions if the owners have too many media. This is usually the case in most large corporations which is why owners appoint delegates who agree with their point of view and can be relied on to do other tasks.  These are the controllers.
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6) Perspectives: https://drive.google.com/open?id=1sdmtnRiiiZ5hIhCi6iMOho1wyu9ldNTnjekwyo-vDD8&authuser=1
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7) Patterns of media use:
Gender:
Gender issues affect the use of media in different ways.
Technologies such as computers and video games are targeted to men because of their violence and involvement with male-identifying characters.
Age:
People are usually most comfortable with technology that they grew up with. Most older people have accepted and understood the internet but some still have issues or are against it as a whole. Teenagers and younger people are more attracted to going to cinemas, etc since it is a place of socializing which may not be as attractive to older people
Social Class:
Newspapers are associated with social class. In the UK, the tabloids such as The Sun are seen as the working-class newspapers meanwhile the higher-quality newspapers such as The Times were read by middle-class people. Even in the use of the internet, there is still a divide between classes in some countries regarding the costs.
Ethnicity:
Immigrant communities in modern industrial countries have greater opportunities than in the past to access the media from their country of origin or in their native language. For example, television channels from their home country may be available by satellite and they can visit websites of newspapers when the physical newspapers may not be available.

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1)  old media: one-way of communication.
Examples: Newspapers, radio, magazines
New media: two way communication
Examples: Social Media, Video sharing websites, blogging

Advertising

-What is advertising as a form of media?
Persuading the audience to buy or do something.
-What is the role of advertising?
To make people aware of a product or service
-Advantages and disadvantages
(1) introduces a new product in the market
(2) expansion of the market
(3) increased sales
(4) fights competition
-Disadvantages
(1) Adds to Costs:
(2) Undermines Social Values:
(3) Confuses the Buyers
Ownership and control of the media

-State Ownership: The ownership of an industry, asset, or enterprise by the state or a public body representing a community.
-Transnational companies: A  huge company with an international market by doing business in many countries
- Conglomerate : A conglomerate is a multi-industry company – i.e., a combination of multiple business entities
- Private ownership :   being owned by a private individual or organization, rather than by the state or a public body.

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1) To understand the various forms the media take, including the differences between old and new media
2)Explain the role of advertising in the media