Learner response:

Create a new blog post on your Media 1 Exam blog called 'OSP assessment learner response' and complete the following tasks:

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: Good use of media terminology theory in Q1
EBI: More developed answer needed in synoptic. Q2



2) Read the whole mark scheme for this assessment carefully. Identifythree potential points that you could have made in your essay for Question 1 (Shirky, audiences and producers).

• Teen Vogue is clearly constructed for mobile and tablet consumption – simple clean layout, style of headline, use of advertising and commercial tie-ins (sponsored content or ‘Partner Content’) etc.
• The Voice should be successful – the opportunities that are offered by digital media and the new media landscape in targeting niche audiences could provide an ideal platform for a strong black British voice. However, the poor construction of the website and social media presence (dead links, cluttered design, low-quality photography, lack of fresh content, poor video production values) means it is not the powerful voice in British media it set out to be when launched in 1982.
• Analysis of the social media content reinforces this. The Voice’s YouTube channel offers videos with startlingly low production values such as ‘Meet Six Influential Black Women’. This should be attractive content with the potential to go viral but it is poorly constructed.

3) Now use the mark scheme to identify three potential points that you could have made in your essay for Question 2 (values and ideologies).

• Despite appearing to champion progressive causes, Teen Vogue in fact reinforces the expectations placed on women with regards to beauty and appearance. This is regressive and promotes a capitalist ideal that encourages people – particularly women – to spend money to solve ‘problems’ with their life and appearance.
• Gilroy would arguably agree with Hesmondhalgh’s view that the cultural industries promote a narrow set of values and ideologies – ideologies that are dominated by white voices and a white perspective. If The Voice offers black audiences the opportunity to see representations that are not created by media producers that are overwhelmingly white (and middle class) then it is arguably offering an important service to British culture despite its low production values or YouTube view count.
• Hesmondhalgh has written of the marginalising of working class voices and products such as Oh Comely (and even Teen Vogue) are clearly representing wealthy, middle-class interests. In contrast, The Voice has quite an authentic working class feel to it – but appears to be struggling to find an audience in the “contemporary media ecosystem”.

4) Use your exam response, the mark scheme and any other resource you wish to use to write a detailed essay plan for Question 1. Make sure you are planning at least five well-developed paragraphs in addition to a brief introduction and conclusion.

Essay plan:

Introduction:

• Teen Vogue and the voice-  reflective of activism and progression/highlights the change and relationship between audience and producers.
• The idea that Teen Vogue is a movement/progressive/woke brand.
• Clay Shirky and his idea of mass amateurisation- the voice can be seen as more amateur.

Paragraph 1:

• How media producers target, attract, reach, address and potentially construct audiences.
• How media organisations reflect the different needs of mass and specialised audiences, including through targeting.
• The construction of both websites.

Paragraph 2:

• Consumer culture of the media- How audiences use media in different ways, reflecting demographic factors as well as aspects of identity and cultural capital.
• The construction of the Teen Vogue website and social media also reflects the power shift from producers to audiences.
• Teen Vogue’s success in recent years (unique website users shot up from 2m a month to 10m+ a month thanks to digital director Phillip Picardi) is down to reinvention of the brand to take into account the changes in the media landscape that Shirky’s ‘End of Audience’ theories suggest.

Paragraph 3:

• Production values: Aesthetic of both websites.
• Website and social media presence (dead links, cluttered design, low-quality photography, lack of fresh content, poor video production values) means it is not the powerful voice in British media it set out to be when launched in 1982.
• Shirky discusses the “mass amatuerisation” of the media but successful products still need to at least imitate professional production values and The Voice fails to do this.

Conclusion:

The balance between audiences and producers: media consumption/ teen vogue and the voice how each CSP differs in promoting cultural values.

5) Finally, do the same for Question 2. Remember, Question 2 is a synoptic question so your answer must refer to aspects from the whole A Level Media course. Therefore, make sure you are bringing in CSPs, theories or debates from across the whole course of study.

Introduction:

• Values and ideologies are transmitted despite the size of the cultural industries.
• The voice ideologies are to promote the positivity about the black community aimed at niche audiences and teen vogue is owned by conde nast making it available to mainstream audiences.

Paragraph 1:

• The ‘End of Audience’ that Clay Shirky writes of means that a wider, more diverse range of values and ideologies are now available to consumers. Teen Vogue illustrates this with a liberal agenda that promotes perspectives championed by digital feminists in the late 2000s.
• Audiences now use the immediacy culture because now websites try to achieve many clicks as possible.
• Features such as the first black photographer to shoot the cover picture of Vogue magazine (December 2018) and a suggestion to ‘Buy black on Black Friday’ (November 2018) both reflect this agenda.

Paragraph 2:

• Teen Vogue is positive on gender fluidity and an increasingly non-binary approach to gender identity. This is illustrated by features such as the October 2018 article ‘How to Break Away From the Gender Binary’.
• Teen Vogue, in fact, reinforces the expectations placed on women with regards to beauty and appearance. This is regressive and promotes a capitalist ideal that encourages people – particularly women – to spend money to solve ‘problems’ with their life and appearance.
• Men’s Health magazine – which while appearing to promote progressive causes (such as mental health - #SlayWinterBlues), in fact, reinforces the idea that men should spend money on changing their appearance.

Paragraph 3:

• It could be argued that Teen Vogue is replicating many of the mainstream, hegemonic values and ideologies found across the cultural industries with regards to the representation of women and the fashion industry.
• Teen Vogue’s promotion of issues such as gender fluidity chimes with the Maybelline ‘That Boss Life’ advert featuring notable YouTube influencers MannyMua and Shayla.
• The YouTube campaign suggests that the internet has led to a more diverse set of views and values and perhaps challenges Hesmondhalgh’s theory.

Conclusion:

• Perhaps the narrow range of values and ideologies in the cultural industries is less a product of political hegemony but instead the constant demand for profit.
• This is regressive and promotes a capitalist ideal that encourages people – particularly women – to spend money to solve ‘problems’ with their life and appearance.
• The Voice has quite an authentic working-class feel to it – but appears to be struggling to find an audience in the “contemporary media ecosystem”. This perhaps reinforces Hesmondhalgh’s view regarding a narrow range of values and ideologies.

Feminist theory blog task:

1) What definitions are offered by the factsheet for ‘feminism ‘and ‘patriarchy’?

Feminism: a movement which aims for equality for women to be treated as equal to men socially, economically and politically.
Patriarchy: male dominance in society.

2) Why did bell hooks publish her 1984 book ‘Feminist Theory: From Margin to Center’?
She published her book because she identified a lack of diversity in the feminist movement and argued that the voices have been marginalised.

3) What aspects of feminism and oppression are the focus for a lot of bell hooks' work?

• Experiences of gender and sexuality.
• "Feminism is a movement to end sexism, sexist exploitation and oppression"
• Intersectional identities.

4) What is intersectionality and what does hooks argue regarding this?

The overlapping or Intersecting social identities and related system of oppression, domination or discrimination. She argues that individuals identity can be a result of a range of different factors like gender, race,  social class, ethnicity, sexual orientation, religion e.t.c.

5) What did Liesbet van Zoonen conclude regarding the relationship between gender roles and the mass media?
She claims that the mass media help construct images of gender identity and leads to observable identity structures in advertising, film and TV. She claims that the third wave of feminism helps to create a relationship between gender (stereotypes, pornography and ideology) and communication.

6) Liesbet van Zoonen sees gender as socially constructed. What does this mean and which other media theorist we have studied does this link to?
Judith Butler - 'gender is a performance'.

7) How do feminists view women’s lifestyle magazines in different ways? Which view do you agree with?
The lifestyle magazine representations of women are presented in different ways and feminists are critical and some may also view them positively, like Sue Sharpe (1990) who claims that these representations have made women more independent. Others may be critical because they exaggerate the femininity serving to pull women into the consumer culture. Van zoonen claims that it sets out roles that should be assigned to women as 'how to be a good mother'  'lover' 'wife' 'homemaker' and whatever suits the needs of the system. I agree with this view to some extent as magazines today do reinforce this ideology subtly.

8) In looking at the history of the colours pink and blue, van Zoonen suggests ideas gender ideas can evolve over time. Which other media theorists we have studied argues this and do you agree that gender roles are in a process of constant change? Can you suggest examples to support your view?
David Gauntlett is another theorist who talks about gender and identity being about constant change as the media helps construct these identities freely as there is more choice and individuality. 

9) What are the five aspects van Zoonen suggests are significant in determining the influence of the media?
Van Zoonen argues that the influence of the media is dependent on:
 • Whether the institution is commercial or public 
• The platform upon which they operate (print versus digital media) 
• Genre (drama versus news) 
• Target audiences 
• The place the media text holds within the audiences’ daily lives 

10) What other media theorist can be linked to van Zoonen’s readings of the media?
Stuart Hall as he claims that audiences are polysemic towards the media as they can take a dominant, oppositional or negotiated reading.

11) Van Zoonen discusses ‘transmission models of communication’. She suggests women are oppressed by the dominant culture and therefore take in representations that do not reflect their view of the world. What other theory and idea (that we have studied recently) can this be linked to?

12) Finally, van Zoonen has built on the work of bell hooks by exploring power and feminism. She suggests that power is not a binary male/female issue but reflects the “multiplicity of relations of subordination”. How does this link to bell hooks views on feminism and intersectionality?

Bell hooks suggest that race is so significant that the experiences of gender, class or sexuality-based discrimination cannot be fully understood without also considering race. This links to the multiplicity of relations of subordination as different types of women possess different amounts of power like women from BAME backgrounds and white middle-class western women. 

Women and video games: blog tasks

1) How have women traditionally been represented in video games?
Traditionally they have been represented stereotypically with a sexualised physique and characterisation of them to what is expected of what a female looks like. There has been objectified image of females in video games usually trying to aesthetically please men.

2) What percentage of the video game audience is female?
47%

3) What recent games have signalled a change in the industry and what qualities do the female protagonists offer?

The qualities that female protagonists offer a role model who are strong, independent, intelligent, willful and compassionate. to real women in society. Recent games that have signalled a change in the industry include The Tomb Raider, Horizon, Zero Dawn, Uncharted: The Lost Legacy, The Last of Us, Dragon Age: Inquisition, and The Walking Dead.

4) Do you agree with the idea that audiences reject media products if they feel they are misrepresented within them?
I agree with this statement to some extent as if media products are misinterpreted then audiences can reject them as a result. This is because they may not agree with what is being represented and have a different viewpoint as a result.

5) What does the writer suggest has changed regarding recent versions of Lara Croft and who does she credit for this development?
When Lara Croft debuted in 1996, times were different, especially the ways in which women were seen. The rebooted game had to represent women in a more modern way.



Tropes vs Women in Video Games – further analysisVisit Anita Sarkeesian’s ‘Tropes vs Women in Video Games Series 2’ YouTube playlist and watch ONE other video in the series (your choice - and feel free to choose a video from season 1 if you prefer). Write a 100 word summary of the video you watch:

Title of video:
Body Diversity

100-word summary: 
This video highlighted the issues that how the characters are designed to aesthetically please audiences and create this gender stereotypes image. She claims that characters are specifically designed so that they please audiences specifically males. This covers a range of  issues in the way women are reprsented and how their bodies are sexually objectified. 

Anita Sarkeesian Gamespot interviewFinally, read this Gamespot interview with Anita Sarkeesian of Feminist Frequency and answer the following questions:

1) What reaction did Anita Sarkeesian receive when she published her videos on women in video games? You can find more information on this onSarkeesian’s Kickstarter fundraising page.

The idea of a project like this generates this kind of misogynistic outrage, clearly, there are serious problems with women's portrayals in games and their place in gaming culture that need to be addressed. And the harassment campaign smacks of desperation to me, which gives me an odd kind of hope. I think many people gave her different reactions that all agree with what she saying.

2) How does Sarkeesian summarise feminism?
"Feminism is the radical notion that women are human beings." Of course, feminism has a long, diverse, and complex history with many interpretations and applications, but at the very core, it's really about working towards the equal treatment of women socially, culturally, institutionally, and economically.


3) Why do stories matter?
Narratives have always been a core way human beings learn about, make sense of, and understand the world we live in. Stories have embedded myths and messages and can be carriers of positive, heroic, or subversive values, but they can also propagate or reinforce negative stereotypes and oppressive social norms. Historically, the telling of stories has been an important and revered part of any society, and that is no different today. Popular media culture--for better or worse--is currently where the learning is happening, and that means that movies, TV, music, books, and video games are helping to shape our collective cultural universe.


4) How does Sarkeesian view Samus Aran and Lara Croft (the two protagonists from our upcoming  CSPs)?
She see's Samus Aran as being a reward as the stages go up her femaleness is a reward for the players. Lara Croft appeals to me and to some other women I know because she's independent and very capable, but at the same time, there's no denying that she has often been presented as a sex object.

5) How has the videogame landscape changed with regards to the representation of women?
 We now see a slightly larger number of female characters and more protagonists and seen a resurgence of the "Damsel in Distress" in recent years as developers rush to remake or reboot many of the classic 1980s games. This trend has also brought with it an upsurge in original retro-style games that pay homage to the classic gaming era but often borrow or reproduce the old sexist themes, plot devices, and humour. This kind of appeal to nostalgia can obviously be a lot of fun, but sadly it's often unnecessarily done at the expense of female representations.

6) Why are Mirror’s Edge and Portal held up as examples of more progressive representations of women?

They present the interesting underdog plots, innovative gameplay mechanics, and emphasized less violent creative problem solving instead of brute force and both characters are women colour, and both serve as the protagonists of their own games without being overly sexualized or objectified,

7) What are the qualities that Sarkeesian lists for developers to work on creating more positive female characters?
she claims that strong female characters that avoid the typical stereotypes and cliches should be presented. She claims that protagonists with an agency not tied directly to their sex appeal; transformative story arcs where characters are struggling with or overcoming personal flaws; and some emotional depth and expression.

8) What is the impact of the video games industry is male-dominated?

Video game industry has historically been and is still so male-dominated does play a big role in the types of games, narratives, and characters produced. This has historically been and is still so male-dominated does play a big role in the types of games, narratives, and characters produced. 

9) What did Sarkeesian hope to achieve through her ‘Tropes vs Women in Video Games’ series?
This was to highlight why that particular convention is a problematic representation of female characters. These videos will trace the history of each trope beginning in the early '80s and follow its evolution into more recent releases, including the resurgence of retro-style games.

10) What media debates did Sarkeesian hope to spark with her video series?
To clearly present the issues surrounding women's representations as a systemic problem by identifying reoccurring patterns. Sexist representations are not limited to just a handful of games or selected marketing strategies but are part of a larger institutional problem across all entertainment industries. 

News index:

The i News archive:1  'Escort agencies targeting vulnerable women with adverts vicar warns'
News story archive 1: White Women racially abuses Asian daily mail

News story archive 2:''missing British Millionaire" Daily mail
News story archive 2: "Barclays online banking and phone services down" The i news

News Archieve 3: The daily mail "Theresa May vows to end austerity and 'buys herself time"
News Archive 3: The ' i ' 'newspaper: 'Man rescued from the shed by police after ‘living as a slave for 40 years’

News archive 4: Social media 'can feed people's addiction to THEMSELVES' and lead to withdrawal symptoms similar to those felt by drug and gambling addicts'
News archive 4: 'Writer Daisy Goodwin criticises TV programmes that suggest the gender battle has been won'

News archive 5: Mail OnlineTrump threatens to send MILITARY to seal the southern border if Mexico doesn't stop Central American immigrants including 'MANY CRIMINALS' from reaching the U.S.
News archive 5:i newspaper: "10 million adults have missed out on university due to tuition fees and other costs, the report finds"

News Archive 6: The daily mail "I'll do anything to look like Ivanka Trump!' Woman, 34, undergoes NINE plastic surgeries including a nose job and butt lift to transform into her idol, the first daughter"
News story archive 6: 'i' "Millions of frogs are factory farmed in shocking conditions – it’s time we stopped this abuse of animals

News Archive 7: "Daily mail Teenagers set themselves on FIRE as part of a new social media 'challenge' that is leaving them in hospital with serious burns"
News archive 7: 'i' newspaper "No ambulance, no midwife and she came out feet-first’: The women forced to give birth in cells"

The voice 8: ‘Shocking’ Lack Of Black Teachers In Bristol Schools
CALIFORNIANS DISPLACED BY WILDFIRES ARE NOW GETTING SICK WITH A “HIGHLY CONTAGIOUS” VIRUS teen vogue

The voice 9:We Must Join The Fight Against HIV Stigma


The voice 10: ‘The UK’s Future Lies In The Hands Of Diverse Young People'
Teen vogue 10: A Gunman Opened Fire on a Black Family, Killing 7-Year-Old Jazmine Barnes

Online, Social and Participatory index

1) OSP: Clay Shirky - End of Audience blog tasks
2) OSP: Teen Vogue - background and textual analysis
3) OSP: Teen Vogue - audience and representation
4) Newspapers: Assessment learner response
5) OSP: Teen Vogue - industry and social media
6) OSP: Hall and Gilroy - media theory
7) OSP: The Voice - blog case study

The Voice: case study blog tasks

1) What news website key conventions can you find on the Voice homepage?

The news website key conventions its quite packed which presents readers with a busy aesthetic which has no clear-cut. It has social media links and displays adverts. It conveys the editors choice and the main story on the page.

2) How does the page design differ from Teen Vogue?

Teen Vogue has a different layout and style to how it presents stories to audiences as it is more political than the Voice. It has a lower budget than the teen vogue so maybe it is also less concerned with layout and production values are therefore kept low.

3) What are some of the items in the top menu bar and what does this tell you about the content, values and ideologies of the Voice?

In the Menu bar, it has entertainment, sport, opinion and faith. These things convey to readers that this newspaper is aimed at niche audiences. This means that the voice values contrast with teen vogue through digital operations and social media. It values niche audience to look at its paper and holds strong cultural ideologies as it is aimed at Afro Carribean audience. There is also a separate link for Windrush 70 symbolising those could not stay in this country after living her or several years because they simply had no paperwork of proving this.

4) Look at the news stories in the Voice. To what extent does the selection of news stories fit Galtung and Ruge’s News Values theory?

There is surprise element as the webpage presents a Jamaican rugby team that has made it to the finals. There is the story of Raheem sterling's to do with racism against young black football players. This demonstrates the ideologies of the newspaper being cultural and concerned with these issues. This could go with values like familiarity and recency.

5) How is the narrative used to encourage audience engagement with the Voice? Apply narrative theories (e.g. Todorov equilibrium or Barthes’ enigma codes) and make specific reference to stories on the homepage.

There is engagement through social media links being presented to audiences like the Durham University and sending money abroad this links with Paul Gilroy who talks about Diaspora so it connotes this spread of identity between individuals. There are certain enigma codes used like now black people are being used as heroes in little kids stories. This alludes to Propps theory ofProppiann heroes.

Lifestyle section

Now analyse the Lifestyle section of the Voice and answer the following:

1) What are the items in the sub-menu bar for the Lifestyle section and what does this suggest about the Voice audience?

There is health, food, fostering and adoption, female, travel relationship and competition. This suggests that voice audience is niche and is aimed at a minority.

2) What are the main stories in the Lifestyle section currently?

There are stories associated with:

• Usain Bolt who thinks London does not have proper food.
• world aids day why women's lives matter.
• Will Smith opened up about his relationship with his son.

3) How does the Lifestyle section of the Voice differ from Teen Vogue?

The lifestyle section of the voice is aimed at a more older audience than the teen vogue as teen vogue represents things for campus life, careers and Tech. The voice offers things like relationship and fostering which means it is aimed at more of an older audience.

4) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?

These sections challenge the stereotypes of black British media as they signify change and famous black celebrities.

5) Choose three stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?

• Usain bolt ' i don't think London has proper food'

This story illusrates the idea behind Diaspora as he must feel excluded in this western capitalised country because there is no Jamaican food. He claims he wants to infuse the UK vibe with the Jamaican vibe but is unable to do so. This reflects the idea of this newspaper representing a voice for the black British Britons.

• World Aids's Day: Why women's life's matter.

This piece of news discusses the stigma attached to HIV  sufferers and claims there is sexual health inequalities attached to this and it is affecting the BAME population. This is reflective of the ideologies of the Voice as people struggle to disclose this issue but this is providing a voice and is reflective of this.

• Government confirms to Reform the mental health act:

This story signifies an issue that is not talked about as much because of the stereotypes and allegations against it. This act will be changed so that an individual can choose the bases of their care and decide as well as control their care.

Feature focus

1) Read this Voice Lifestyle feature on the first black photographer to shoot the cover of Vogue magazine. Why would this appeal to the Voice’s audience?

2) Read/watch this Lifestyle interview with The Hate U Give star Amandla Stenberg. How does the interview reflect the values and ideologies of the Voice? What do you notice about the production values of the interview?

3) Read this feature on ‘buying black’ for Black Friday. What does this feature tell you about the values and ideologies behind the Voice? Does this viewpoint reflect Gilroy’s theory of the ‘Black Atlantic’ identity?

Audience

1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.

The target audience includes Afro Caribbean audience that is older and also the Windrush generation. The demographics seem to be around 30+ and psychographics could be mainstreamers and strugglers becuase the issues represented and people who looking to achieve a better sense of self.

2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).

The audience pleasures that are provided are Surveillance, development of personal identity, and personal relationships.

3) Give examples of content from the website that tells you this is aimed at a specialised or niche audience.

It has a separate link for Windrush 70 in the menu bar so which means it is targeted at them along with Black British Britons.

4) Studying the themes of politics, history and racism that feature in some of the Voice’s content, why might this resonate with the Voice’s British target audience?

This is because they may witnesses of some of the brutality that took place during riots.

5) Can you find any examples of content on the Voice website created or driven by the audience or citizen journalism? How does this reflect Clay Shirky’s work on the ‘end of audience’ and the era of ‘mass amateurisation’?

Representations

1) How is the audience positioned to respond to representations in the Voice website?

The audience are positioned to engage with the voice website and give black people the opportunity to see the world through their own eyes rather than through the prism of white, of ten racist mainstream British media.

2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying?
This could be the idea that black people are given the opportunity to see perceive their own eyes rather than through the prism of white, of ten racist mainstream British media.

3) What kind of black British identity is promoted on the Voice website? Can you find any examples of Gilroy’s “liquidity of culture” or “unruly multiculturalism” here?
The black British identity is promoted on the voice with motivational role models with as Gilroy suggests this creates a “liquidity of culture” that means black identity is formed by journeys across seas, not the solid ground of a home country or culture.

4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?
The constructiveness approach: This was Hall’s preferred approach and closely matches reception theory with preferred and oppositional readings. The audiences may interpret the representations of black Britons in a positive way as they are given a positive outlook. 

5) Do you notice any other interesting representations in the Voice website? For example, representations or people, places or groups (e.g. gender, age, Britishness, other countries etc.)

The voice represents how racism is being tackled and an example of this is how Prada has set up a diversity council to address issues regarding diversity and inclusion. As Prada is committed “ to creating products that celebrate the diverse fashion and beauty of cultures around the world. This implies how the voice is reflective so the power and complexity of the media are minimalised.

Industries

1) Read this Guardian report on the death of the original founder of the Voice. What does this tell you about the original values and ideologies behind the Voice brand? 
The values of the voice is that it is a very niche market aimed at a specific audience. The ideologies are that it is best for providing news for black British Britons so this piece of news is very relevant for the audience in term of personal relationship. 

2) Read this history of the Voice’s rivals and the struggles the Voice faced back in 2001. What issues raised in the article are still relevant today? 
This article talks about the history of racism and the issues that it had caused and also suggests how the paper became less popular as a result of other media forums developing. These issues are relevant today because of the impact of the media on individuals and people respond to issues as now it has created a platform for anyone to respond.

3) The Voice is now published by GV Media Group, a subsidiary of the Jamaican Gleaner company. What other media brands do the Gleaner company own and why might they be interested in owning the Voice? You'll need to research this using Google/Wikipedia.

4) How does the Voice website make money?

The voice website makes money through adverts and selling data.

5) What adverts or promotions can you find on the Voice website? Are the adverts based on the user’s ‘cookies’ or fixed adverts? What do these adverts tell you about the level of technology and sophistication of the Voice’s website?
The adverts and promotions on the voice website are to do with sending money abroad to south Africa and are based on the voice websites ideologies. There are also adverts about going abroad and searching for jobs this highlights the opportunity that this website is trying to reinforce subtly to the readers.

6) Is there an element of public service to the Voice’s role in British media or is it simply a vehicle to make a profit?

I believe that the voice does have a public role which is to provide a platform for the Afro Caribbean to reach out to more opportunity and provide them with a platform which shares a sense of identity with them.

7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content?
The video and audio content is mostly about how there is a difference in the culture of Black people and how they have been positively influential. There are videos about women and how they have been influential.

8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?

The growth of digital media has allowed people to engage and achieve surveillance along with personal identity and relationship to be formed. This is because now people are given the opportunity to engage with more liberty in their own desirable way.

9) Analyse the Voice’s Twitter feed. How does this contrast with other Twitter feeds you have studied (such as MailOnline or Teen Vogue)? Are there examples of ‘clickbait’ or does the Voice have a different feel?
The twitter feed has a lot of adverts for giveaways and has a lot of influential black people that are seen to be doing good things like Barak Obama playing Santa and surprises them. there is also Raheem's sterlings story helping communities being ignored by councils. 

10) Study a selection of videos from the Voice’s YouTube channel. How does this content differ from Teen Vogue? What are the production values of their video content?
The content of the videos differs from ten vogue's because it features about most sports and entertainment with Black people being the main focus. Teen Vogue focuses on individuals and their lives. Their production values are quite simple to help audiences engage with the issues mentioned.

Teen vogue 10: A Gunman Opened Fire on a Black Family, Killing 7-Year-Old Jazmine Barnes

1)Provide the title and weblink
https://www.teenvogue.com/story/gunman-opened-fire-on-black-family-killing-7-year-old-jazmine-barnes

2)Include a relevant image, graphics or screenshot;

3)Summarise the story in your own words: is this is an example of hard news or soft news?
This story is about a 7-year-old being shot. There was a mother with her three daughters and riding in a car. A truck drove past and fired suddenly and continued to as it got in front. She turned around and her daughter was shot in the head. Two of her daughters got saved and the 7 year old died.

4)Explain how or why this story appeals to an audience (use media terminology and theory here).

This story causes audiences to engage as the family was black. This also is relevant in today's media as this is happening quite a lot. This allows audiences to achieve surveillance abut serious cases happening in the world around us. This can also cause the audience to engage further because so many cases like this happen in the USA too often. The victim that was found to be suspected of this child was thought to be white but that individual was running away themselves to avoid getting shot. The individual that was the actual suspect was black. This is appealing to audiences because it is surprise element as this is not a race counter attack that audiences would think.

5)Comment on the story: to what extent does it reflect the values and ideologies of the website? Is this an example of quality journalism or simply clickbait?
This hold values and ideologies of the teen vogue of not being simply constricted to fashion and beauty but the new editor Elaine Welteroth changed this. This is because she gave teen vogue a progressive view highlighting serious issues as well as poltical like this story of a black girl being shot.

The voice 10: ‘The UK’s Future Lies In The Hands Of Diverse Young People'

1)Provide the title and weblink;
https://www.voice-online.co.uk/article/%E2%80%98-uk%E2%80%99s-future-lies-hands-diverse-young-people

2)Include a relevant image, graphics or screenshot;

3)Summarise the story in your own words: is this is an example of hard news or soft news?
This story is an example of hard news and Theresa May giving positivity to her readers. She reflects her how the voice has helped audiences to come together and how the changes will drive forward the progress needed to make sure the UK’s organisations, boardrooms and senior management teams are truly reflective of the workplaces they manage – and that everyone has the opportunity to reach their full potential.

She highlights how there will be and has been progressing in ethnicities and backgrounds as opportunities are being equalised and she also talks about how the Windrush generation is made to be unwelcome here. She claims that now we will honour this and make everyone feel accepted.

4)Explain how or why this story appeals to an audience (use media terminology and theory here).

This story appeals to audience allowing them to achieve personal identification as the Windrush generation can relate to this. This also can be applied to Galtung and Rouge's theory because of the sense of familiarity with readers. This enables them to see the world around them just as the newspaper claims.

5)Comment on the story: to what extent does it reflect the values and ideologies of the website? Is this an example of quality journalism or simply clickbait?
This is an example of quality journalism as it is raising issues that are present in society today. This helps readers to engage with this.