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MDIA2306 Approaches to Media

Question

Answered

Questions:

Questions which are aimed to be answered:

  1. How has the advertisement has been framed (by Marxism)?
  2. Is it a positive or negative portrayal?
  3. Is it nihilistic or offering a solution to an exisiting situation?
  4. How might this media text shape society?
  5. Which senses are engaged?
  6. What is the directional flow of communication? (uni-, bi-, multi-directional?)
  7. What is the speed of message dissemination?
  8. How far is a message disseminated?
  9. How many people can attend to it simultaneously?
  10. How easily is the message stored?
  11. How difficult is it to gain literacy? (consuming and producing, reading/writing)
  12. How do all the above variables influence the medium’s use and its ­social ­political and ­psychological impact?

Introduction (150 words)

A simple background introduction, such as the role of the media in people’s lives and how often they appear.

Introduce the structure of the article: what is the advertisement to be introduced in this article; how the ingenious technique is expressed in the advertisement content; analyze two questions from the advertisement (is this a positive or negative description? Is it nihilism or provides a present? Is there a solution to the situation?) and how this advertisement shapes/impacts on society.

Body paragraph 1: what is the advertisement? (250 words)

Fully describe the content and (social) background of the entire advertisement. Remember to use reference! !

Body paragraph 2: How has this advertisement framed by Marxism? (600 words)

Briefly introduce the application of Marxism in modern media (Marxism emphasizes that there are two classes in society: a minority of rich capitalism, and a majority of the working class who is not so rich. Capitalism controls power and resources, It will make more profits by using cheap labor of the working class. This will make the rich capitalism in this society richer and richer. In today's social media, as a capitalist profit medium, media (advertising) is used. To convince people to buy and consume the products or services they provide, so as to achieve the purpose of profit. Don't use my words directly, you need a reference!!!

Mess media are just commodities produced by capitalist industries.

In this advertisement, Amazon, as a representative of the bourgeoisie, encourages people to use Amazon for online shopping (realize their dreams) in the global pandemic. In fact, it is to let Amazon employees work at risk to achieve the goal of making Amazon profitable during dangerous times. And this advertisement is the embodiment of the bourgeoisie through the media to earn working class money to make themselves richer.

Be sure to analyze the details of the advertisement and dig out the details! ! ! For example, every character in the advertisement is not very rich (accommodation environment, home interiors, etc.), and the main characters in the advertisement are all black actors (representatives of the working class), which means that everyone can realize their dreams through Amazon/Everyone Both need to use Amazon. Remember that in conjunction with the global pandemic (covid19) social environment, everyone's economy is very tight, and many people are unemployed. Combine these details to analyze how the bourgeoisie encourages/promotes the working class to use Amazon for consumption。

Then analyze that Amazon allows employees to go to work during dangerous times to ensure the normal operation of Amazon. This is also a manifestation of the bourgeoisie using the working class to make money. It is best to combine data or graphs.

Body paragraph 3: analysing the content of advertisement (Answer two questions)(500 words)

Is it a positive or negative portrayal? (250 words)

This is a positive portrayal, and it is encouraged not to give up during the epidemic. In combination with the slogan "the show must go on", you should stick to what you want to do/work, etc. during difficult times. "Show" marks many things.

Is it nihilistic or offering a solution to an exisiting situation?(250 words)

It provides a solution for the current situation (during the epidemic). On the one hand, online shopping is indeed convenient during the epidemic. On the other hand, if Amazon workers can get better benefits than usual during the epidemic, this will also solve the problem of some people’s worry about unemployment.

Body paragraph 4: impact on the society-How might this media text shape society?(300 words)

Analyze the impact of media/advertising on society (combined with reference!!!) combined with literature (during the epidemic); analyze the impact of this advertisement on society (make Amazon stand firm during the epidemic, bring convenience to people’s lives, but also make Some employees are exposed to risks, encourage people not to give up during the epidemic, etc.), analyze again "the show must go on"

MDIA2306 Approaches to Media

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