The Coverage of the Media Product - Assignment Example

Media Analysis [Student’s Name] [Institutional Affiliation] Representation This refers to methods or ways in which different groups are portrayed by the media. In other words, it is a tool that the media uses to present a particular group of people or the image created in viewers’ minds about a group’s class, race, age, ethnicity, and gender mostly through stereotypes. Media products are different from the reality. They are a representative of the reality, not the reality. Therefore, representation is a concern of how the target audience views or understands a group of people. Every time one watches a documentary or a movie or follows political events of a certain country, their understanding regarding that particular group or culture is broadened. For example, a documentary about Middle East presents a culture that lays much emphasis on morality and role of women, which differ greatly from that of men. Every media form is a representation of an individual’s concept; a reality using signs, texts, images, and symbols, which the audience can interpret. Without the media, our perception would be limited. Therefore, audience needs assistance from the media in forming their perception of reality. However, it is important to understand that since the media presents selected details not necessarily the entire information regarding a group or person, the audience receives a limited perception of that group or person. The viewers’ understanding is therefore, based on the coverage of the media product (Karina, n.d). Genre Genre refers to a category of literature or any form of media. It is a way of classifying media text depending on its content and style. African’s, for instance, have rich cultural background. Audiences have an idea of what a genre text will contain in terms of costume, background music, character, accent, and interactions. Audiences therefore, look out for specific genre examples of the content when they are experiencing the text. Concerning style, media texts depend on the convention when they are being constructed. For example, a car magazine displays a model of a car at the front page. In movies, the villain ends up in defeat with the starring emerging as the hero. Genre relies mostly on the way a media text is constructed, not just on the text's content. For example, a horror movie and a thriller have the same subject matter and the same ideology but belong to a different genre; a horror movie is based on supernatural phenomenon whereas a thriller is based on reality. Genres are more than just features of texts. They are mediating factors between texts, their makers, and interpreters. Genre makes it possible for the content to be communicated and influences how a text is read. It defines the framework within which a text is interpreted guiding readers to a reading (Daniel, 2000). A genre is important to producers in the sense that it has established audience so marketing is made is easy. This also works to the advantage of the distributor as they have a specific target market. Rhetorical Proofs This is the art of improving the work of writers or producers dedicated to informing, persuading, or motivating a certain audience in specific situations. Rhetorical proof is the means of persuasion and appeal to the audience. It is further categorized into three forms; ethos, pathos and logos. Ethos is the convincing character of the author. Audience tends to believe people they respect. It is therefore up to the author to create an impression that they are worth listening. For them to be able to persuade their audience, they must earn their trust. Ethos is therefore an ethical proof of how of how a speaker earns audience’s trust. A speaker ought to demonstrate intelligence and goodwill as well as virtue. Politicians, for instance, have to understand the culture of places they are intending to give speeches. One character who used ethos very well is Martin Luther King Jr. He displayed an intelligent image, moral character, and conveyed a message of goodwill. The second proof is logos. It means reasoning; persuading through reasoning. Giving reasons is the core of every argument. Mostly politicians use proof when they give reasons why they are the best for the job. Pathos, on the other hand, means persuading by use of appeal to the audience’s emotions. Language is used to affect audience’s emotional response and appeal to enhance an argument. For instance, if a writer or a producer intends the audience to have a negative perspective he or she may arouse their anger (Henning, 1998). Part B Kids absorb your drinking commercial shows how parents’ behavior affects their kids. Kids tend to copy their parents since they see them as their role models. They form an attitude towards alcohol at their childhood way before they start drinking. The ad presents a perception that kids are likely to adopt their parent’s attitude or behavior towards drinking. It is a calling to the parents to consider the image they are portraying to their children. Controlling drinking behavior starts with the parents. The advertisement aims at stirring an in depth thoughts and discussions about the link between kids and alcohol (You Tube, 2011). Kids absorb your drinking is a representation of the Australian drinking culture. It shows that there is a drinking problem in the region and its cause has been traced down to the parents. Their way of bringing up kids is questionable. It portrays a perception that drinking is not controlled since parents do it regardless of the presence of children. This goes a long way to creating an attitude that “it is cool” to drink to the teenagers (You Tube, 2011). The genre of the kids absorb your drinking commercial is a teaching lesson to the parents regarding their role in controlling drinking behavior. The ad therefore, is meant to target mostly the adults. It is a wakeup call to be responsible in controlling abuse of alcohol from the root cause. In an effort to persuade the audience to be responsible in the drinking act, the commercial uses children to communicate to the parents. Parents are known to be very caring for their children and would do anything to see to it that they have brought them up in the most responsible manner. In this sense, the ad uses pathos in that, it appeals to the emotionally to the audience-parents. Another rhetorical proof used here is reasoning; logos. The ad shows the reason why parents should stop this behavior as it affects their children’s attitude towards drinking (You Tube, 2010). Victoria Bitter commercial advertisement represents a positive perception towards drinking that specific beer. Contrary to the kids absorb your drinking commercial, Victoria Bitter ad encourages drinking. It is represented as a motivational drink or energy giving. It targets men, especially those who do manual hard work. It is portrayed as a drink, which is a vital component during the work. It is represented as one that brings happiness and simplifies work. This is seen, especially where workers sweat and get very tired but when they drink Victoria Bitter, they appear to put in less effort. This shows that the drink gives them energy or motivates them to work even harder. There is a positive representation of the beer unlike in the “kids absorb your drinking commercial” (You Tube, 2011). The content of the genre of Victoria Bitter commercial influences the audience’s interpretation. It tends to communicate a positive aspect of alcohol taking. It therefore contradicts with the kids absorb your drinking. The commercial instills a desire to take the drink in the mind of the audience. It is a commercial ad meant for increasing revenue through sales. The intention is therefore strictly concerning business. Rhetorical proofs used in this commercial advertisement are logos and pathos. It is made in a way to appeal to the target audience. Its art of persuasion is geared towards reasoning. The perception is very clear; Victoria Bitter quenches thirst giving you the energy and motivation to be efficient at work. The ad shows the value it adds. Its benefits to the drinker are the reasons why it is the best choice. Despite that both ads are under the same genre, their representation is totally different as well as their rhetorical proof. Both commercials are targeting adults but for differentiated reasons, conveying different messages. Kids absorb your drinking discourages parents from irresponsible drinking habits. It shows the influence of the kids’ attitude towards drinking. It calls for kids to tackle the problem from an early stage. Parents are made to think towards setting a good example to their children concerning alcohol issues. On the other hand, the Victoria Bitter Commercial represents a positive attitude towards drinking. Adults are encouraged to drink to work efficiently. Kids absorb your drinking is a moral lesson meant to spur positivity on the society whereas Victoria Bitter is a commercial meant to popularize the drink in an effort to attract more customers. References Daniel, Chandler. (2000). An introduction to genre theory. Retrieved from http://www.aber.ac.uk/media/Documents/intgenre/intgenre2.html Henning, M. L. (1998). Friendly persuasion: classical rhetoric--now! draft manuscript. Retrieved from http://www.millikin.edu/wcenter/workshop7b.html Karina, W. (n.d). Representation in the media. Retrieved fromhttp://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pa eID=represent=1 You Tube. (2011). DrinkwiseAus. Retrieved from http://www.youtube.com/watch?feature=player_embedded&v=bT_hQCM4UvQ&no direc You Tube. (2010). Retrooldcommercials. Retrieved from http://www.youtube.com/watch?v=WA1h9h7_Z4 Read More