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Lesson 3 - OMOffffferwerwrwerrwer (1).pptx

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Title- Gerbner and Hall: OMO LO: To develop ideas about representation of gender 5 minute task What ideas are represented in this image? How are they represented (media language and representations) Consider: Women Trend The 1950s Values
Objectives: Evolving to OMO Learning: To build ideas of how to study media products by applying skills acquired Application: To develop understanding by analysis of CSP products. Knowledge: To develop ideas about the specific examination products All our objectives are AO1: Demonstrate knowledge and understanding of: the theoretical framework of media contexts of media and their influence on media products and processes. AO2: Analyse media products using the theoretical framework of media, including in relation to their contexts, to make judgements and draw conclusions.
OMO- KEY TERMS KEY TERMS Demographic- The study of audiences , specifically the details of measurable elements. E.g. gender, age, where they live, their jobs/careers, wealth, religion, education etc. Ethnographic- The study of people as culture- their habits, values, beliefs, behaviours, interests. For 1950s advertisers knowledge of demographics was essential in marketing their brand. It told them the size of the market, its age, financial and marital status.
OMO- KEY TERMS The ideology of the role of women: how they saw themselves, their aspirations and desires became identifiable elements that could be appealed to. Most significantly, they became elements that advertising could manufacture and make into desires. The growing idea of applying ethnographic methods took hold in the 1950s and spread rapidly in the decades that followed. Such an approach focused on the construction of messages about the brand that the identified audience would find appealing.
OMO- Applying Theory Advertisers state that this is to ensure products and services respond to consumers unmet needs. The theorist Sam Ladner argues that understanding consumers and their desires requires and shift in what she terms their standpoint. John Berger argues that all too often advertisers construct false needs that consumers are unaware they have until the advertisers make them believe that they want them, need them. In constructing these they all too often rely on stereotypes as a means of easy, repetitive communication.
OMO- Uses and Gratifications Model According to uses and gratifications theory, we have different uses of the media that require use to make choices over which media platform and which media product we engage with. Our encounter with any media product is not a passive acceptance- we are expecting to get something from it: some kind of gratification. In this model the individual has power and selects the media platform and products that best suit our needs.
OMO- Uses and Gratifications Model The Uses and Gratifications model suggests we consume the media for the following reasons. Information/Surveillance Personal Identity Social Integration (i.e. Fitting In) Entertainment/Diversion Which of these applies to Housewives seeing the OMO advert?
OMO- Uses and Gratifications The woman shown is likely to be married (hanging towels). They are white and appear happy in the role and to lumped together and addressed as millions of women. The target audience of women, specifically housewives, is constructed by the OMO adverts use of graphic based images featuring a woman with whom the audience are invited to identify with. This constructs ideas of identity that links to the works of Blumler and Katz in their Uses and Gratifications theory.
OMO- Two Step Flow The Two Step Flow theory is the idea that the mass media is communicated to us through opinion leaders (e.g. a YouTuber) who in effect act as a filter for media messages, relaying the essential ideas and opinions to individuals who then acted upon them. E.g. A YouTuber promoting a TV programme, film or other media product to their fans.
OMO- Two Step Flow The Two Step Flow theory is present in the stamp of approval from this housewife to her mother. Such endorsement reinforces the idea of the quality of the product and offers reassurance that millions of women make that choice it is reinforced as being the right one to make.
OMO- Lexicon Also the idea of something being OMO brightness which seeks to reassure the audience. The language choice- the lexicon of terms- is also interesting. Notice the words and phrases associated with image and self worth. Clean White Bright At the same time, the repetition of exciting, wonderful, new seeks to emphasis the difference between OMO and its competitors by applying binary oppositions.
OMO- Reception Theory Halls Encoding/Decoding Model The message is first created by the producer (inevitable encoded with a multitude of signs) to reinforce the mainstream viewpoint of that culture. The message is then sent through a specific medium (TV, newspapers etc.) where it reaches a particular audience. From there the message is decoded by the audience in one of three ways: 1. The dominant position- where the viewer takes the meaning of the message the way the producer intended 2. The negotiated position- where the viewer accepts part of the message but rejects others that dont fit their interests. 2. The oppositional position- where the viewer decodes the message and rejects the entire message,
OMO- Reception Theory The Reception Theory model of Stuart Hall draws attention to the idea of connotations of OMO as heroically offering solutions to all of a housewives needs and so constructs a dominant hegemonic coding, the preferred reading to be received, understood and then acted upon. There are imperatives in the repeated us of exclamation marks in each of the blocks of text or straplines, and the repeated use of personal pronouns you ensure than mother understands who the message is for.
OMO- Overall The audience are aligned with the message and the product. They become avid consumers who have bought into not merely the use of the product but the brand values and dominant ideology.
Comparing Two Adverts Task- Look at the two adverts on the next slide. Compare how audiences are positioned (i.e. who is the target audience) by the representations shown in the two adverts. In your answer you must: Consider how the representations construct (false) versions of reality. Consider the similarities and differences in how audiences are positioned by the representations. How far do the representations relate to the media contexts in which they were produced? (1950s) Success Criteria Use evidence from both adverts Use media language terms Show awareness of how women are represented. Stretch- Apply a theory we have covered today.
Lesson 3 - OMOffffferwerwrwerrwer (1).pptx
Wider issues enable you to demonstrate that you have acquired not only knowledge of the products but understanding. Looking at the OMOM advert. What inferences can be made about the following wider issues: The 1950s in general? 1950s views on the role of men and women? 1950s views on women? What use is there of narrative? How might we apply Propp? What stereotypes are being used? OMO- Aiming High
How well do you understand the OMO CSP? Write down RED, AMBER OR GREEN. Plenary Ive begun to understand the OMO CSP. I am able to apply this to my work.

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Lesson 3 - OMOffffferwerwrwerrwer (1).pptx

  • 1. Title- Gerbner and Hall: OMO LO: To develop ideas about representation of gender 5 minute task What ideas are represented in this image? How are they represented (media language and representations) Consider: Women Trend The 1950s Values
  • 2. Objectives: Evolving to OMO Learning: To build ideas of how to study media products by applying skills acquired Application: To develop understanding by analysis of CSP products. Knowledge: To develop ideas about the specific examination products All our objectives are AO1: Demonstrate knowledge and understanding of: the theoretical framework of media contexts of media and their influence on media products and processes. AO2: Analyse media products using the theoretical framework of media, including in relation to their contexts, to make judgements and draw conclusions.
  • 3. OMO- KEY TERMS KEY TERMS Demographic- The study of audiences , specifically the details of measurable elements. E.g. gender, age, where they live, their jobs/careers, wealth, religion, education etc. Ethnographic- The study of people as culture- their habits, values, beliefs, behaviours, interests. For 1950s advertisers knowledge of demographics was essential in marketing their brand. It told them the size of the market, its age, financial and marital status.
  • 4. OMO- KEY TERMS The ideology of the role of women: how they saw themselves, their aspirations and desires became identifiable elements that could be appealed to. Most significantly, they became elements that advertising could manufacture and make into desires. The growing idea of applying ethnographic methods took hold in the 1950s and spread rapidly in the decades that followed. Such an approach focused on the construction of messages about the brand that the identified audience would find appealing.
  • 5. OMO- Applying Theory Advertisers state that this is to ensure products and services respond to consumers unmet needs. The theorist Sam Ladner argues that understanding consumers and their desires requires and shift in what she terms their standpoint. John Berger argues that all too often advertisers construct false needs that consumers are unaware they have until the advertisers make them believe that they want them, need them. In constructing these they all too often rely on stereotypes as a means of easy, repetitive communication.
  • 6. OMO- Uses and Gratifications Model According to uses and gratifications theory, we have different uses of the media that require use to make choices over which media platform and which media product we engage with. Our encounter with any media product is not a passive acceptance- we are expecting to get something from it: some kind of gratification. In this model the individual has power and selects the media platform and products that best suit our needs.
  • 7. OMO- Uses and Gratifications Model The Uses and Gratifications model suggests we consume the media for the following reasons. Information/Surveillance Personal Identity Social Integration (i.e. Fitting In) Entertainment/Diversion Which of these applies to Housewives seeing the OMO advert?
  • 8. OMO- Uses and Gratifications The woman shown is likely to be married (hanging towels). They are white and appear happy in the role and to lumped together and addressed as millions of women. The target audience of women, specifically housewives, is constructed by the OMO adverts use of graphic based images featuring a woman with whom the audience are invited to identify with. This constructs ideas of identity that links to the works of Blumler and Katz in their Uses and Gratifications theory.
  • 9. OMO- Two Step Flow The Two Step Flow theory is the idea that the mass media is communicated to us through opinion leaders (e.g. a YouTuber) who in effect act as a filter for media messages, relaying the essential ideas and opinions to individuals who then acted upon them. E.g. A YouTuber promoting a TV programme, film or other media product to their fans.
  • 10. OMO- Two Step Flow The Two Step Flow theory is present in the stamp of approval from this housewife to her mother. Such endorsement reinforces the idea of the quality of the product and offers reassurance that millions of women make that choice it is reinforced as being the right one to make.
  • 11. OMO- Lexicon Also the idea of something being OMO brightness which seeks to reassure the audience. The language choice- the lexicon of terms- is also interesting. Notice the words and phrases associated with image and self worth. Clean White Bright At the same time, the repetition of exciting, wonderful, new seeks to emphasis the difference between OMO and its competitors by applying binary oppositions.
  • 12. OMO- Reception Theory Halls Encoding/Decoding Model The message is first created by the producer (inevitable encoded with a multitude of signs) to reinforce the mainstream viewpoint of that culture. The message is then sent through a specific medium (TV, newspapers etc.) where it reaches a particular audience. From there the message is decoded by the audience in one of three ways: 1. The dominant position- where the viewer takes the meaning of the message the way the producer intended 2. The negotiated position- where the viewer accepts part of the message but rejects others that dont fit their interests. 2. The oppositional position- where the viewer decodes the message and rejects the entire message,
  • 13. OMO- Reception Theory The Reception Theory model of Stuart Hall draws attention to the idea of connotations of OMO as heroically offering solutions to all of a housewives needs and so constructs a dominant hegemonic coding, the preferred reading to be received, understood and then acted upon. There are imperatives in the repeated us of exclamation marks in each of the blocks of text or straplines, and the repeated use of personal pronouns you ensure than mother understands who the message is for.
  • 14. OMO- Overall The audience are aligned with the message and the product. They become avid consumers who have bought into not merely the use of the product but the brand values and dominant ideology.
  • 15. Comparing Two Adverts Task- Look at the two adverts on the next slide. Compare how audiences are positioned (i.e. who is the target audience) by the representations shown in the two adverts. In your answer you must: Consider how the representations construct (false) versions of reality. Consider the similarities and differences in how audiences are positioned by the representations. How far do the representations relate to the media contexts in which they were produced? (1950s) Success Criteria Use evidence from both adverts Use media language terms Show awareness of how women are represented. Stretch- Apply a theory we have covered today.
  • 17. Wider issues enable you to demonstrate that you have acquired not only knowledge of the products but understanding. Looking at the OMOM advert. What inferences can be made about the following wider issues: The 1950s in general? 1950s views on the role of men and women? 1950s views on women? What use is there of narrative? How might we apply Propp? What stereotypes are being used? OMO- Aiming High
  • 18. How well do you understand the OMO CSP? Write down RED, AMBER OR GREEN. Plenary Ive begun to understand the OMO CSP. I am able to apply this to my work.

Editor's Notes

  1. Pg 41 of sample assessment material has MS for a NLG question detailing indicative content of a response