Doctor Who Extract June 2009 - Gender

In this extract of Doctor Who, Gender is portrayed in various different ways throughout using camerawork, editing, mise en scene and sound. This extract focuses on the strengths and weaknesses of both the male and female gender stereotype. Males being very dominant and powerful and women being vulnerable in contrast to the stereotype of men, however both these stereotypes are challenged in this clip.

The use of camerawork significantly shows both the stereotypes of males and females but also shows these stereotypes to be challenged. Low angles are shot reverse shot are used to show the conversation of the master and Martha, this shows Martha to be lower down and less powerful. The camera also spends most of the time focusing around the master creating motivated cuts as he towers down over Martha shouting. However the camera towards the end represents role reversal of power, showing Martha to be in control of the shot, showing her attitude and response though extreme close ups of her face. This provides evidence that Martha is challenging the stereotype of vulnerable as she is very enthusiastic and powerful in what she says. The camera also shows The Master to be intimidated, his facial expression becomes very shocked shown by an extreme close up and his body language changes. In comparison to him raising his arms up preaching about what will happen Martha drops a bombshell and his eyebrows raise showing his shock.

The power has now changed hands and Martha is in control of the situation, Martha is now superior to The Master which is shown through her motivating the cut and being dominant in the shot. At the end when the Doctor comes back the camera shoes shot verse shot between him and The master, this shows the Masters weakness to the Doctor. 

However the Master is still standing at the top of the stairs above everyone else, this shows importance and power over all the other characters this is shown through long shots which are also used to give an idea of location when Martha has her flashbacks.

Males are also stereotypically dressed in the clip wearing suits, this can be portrayed as men being more superior and having more power as they have a higher status than women. The woman at the top is also stereotypically dressed in a red dress which shows her as vulnerable and an object owned by a man. However Martha challenges the stereotype of what women would wear, Martha is seen to be wearing dark masculine clothing which makes her look much more powerful and dominant in comparison to other women. This represents her tough nature and ability to challenge The Master.

Props used include the sonic screwdriver and other items, this represents the genre of this clip being science fiction. The man is the only one with a weapon making him more superior in comparison to the others including Martha.

The use of editing strongly represents both the challenging and the reinforcing of stereotypes. Cutaways are used from The Doctor to show power over the other characters, also flashbacks are used to show Martha telling people. Colour correction is used in these flashbacks to create an element of the past. Editing is also used to add clips of rockets providing more evidence about the idea of the clip being science fiction and set in the future. 

Sound plays a major role throughout this clip, space shuttle noises again provide elements of science fiction and the ticking creates a sense of time running out. This is enhanced by the dramatic non-diegetic sound score that increases and becomes over dramatic to the end, this represents the event at the end where the Doctor comes back alive. The over dramatic music at the end makes the scene more tense building to the climax of the scene. Further the shouting provides elements of power when The Master is talking down upon everyone else. 

Overall I think that this clip both reinforces and challenges the stereotypes of gender. Woman are shown to be vulnerable and powerful in this clip and so are men. Martha is the main character who challenges the stereotypical woman as she overpowers the Master.

Digital Distribution - Mock

To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

Digital distribution has affected both artists and their audience. Now with the easy access of the internet audiences can easily download, watch and listen to artists music for free via YouTube, soundcloud or spotify. Audiences can also give their feedback on the artists music eg. Commenting on their YouTube videos. Prosumers also use the internet to download and 'mashup' multiple tracks to create one new track which suits their musical likes. Also digital distribution has provided Beck with a very different approach in comparison, Beck can use music produced by his audience to distribute online. Digital distribution means that production, distribution and exchange has all been merged together.

Major labels have been affected by this, major labels have adapted to change due to audience power. Major labels now provide free access online to music videos for their audience, this adaptation was critical in the three major labels as EMI who rejected this change broke down. Music is now sold online via iTunes, amazon as well as shops but is availed free to listen to via YouTube, spotify or other music apps. This adaption meant that these major label sales figures dramatically dropped, so to further adapt artists now host concerts and sell merchandise to attract and create a visual environment for fans which provides a healthy revenue. Now music is available online people can comment, like and share their videos to make them more popular and give critical feedback on the artists performance. Major record labels also use TV to their advantage, for example Sony uses X Factor to promote and showcase songs that are owned by Sony to make the song heard by other people. Also X Factor acts use songs from the back catalogue which are songs the label owns which aren't in the charts and use the show to make them more popular to create more income. Labels using their own songs on their tv show is called synergy as they combine two mediums into one. Major labels can now use digital production in a positive way, audiences become more involved if an artist is visually pleasing for example wears the most up to date clothes and has music videos online. This idea shows that audiences are more into the image of an artist than their actual music or vocal ability. Major labels are both affected in good and bad ways, free music is now the natural way to listen to music as only the hardcore fans purchase physical albums but labels also benefit hugely by the money made from concerts and merchandise.

Independent labels have adapted to digital distribution. Independent labels used to be very small and only local maybe nationwide, this was due to the fact that advertisement was very expensive. Indie labels can now create their own music tracks, videos and distribute their tracks for free. Indie labels can now use YouTube to publish their tracks and distribute their music through twitter or Facebook pages. This allows independent labels to display their tracks globally and create a wider fan base. For example Adele signed to XL recordings which is an independent label was the biggest selling artist of 2012 even though she is signed to an independent label. digital distribution gives labels like XL recordings the freedom to publish their tracks online and attract a wider audience. Audiences can also give feedback o the new artists through YouTube, Twitter and Facebook. This also means that audiences can now search for different artists and become more involved with artists that are signed to independent labels.

Prosumers have benefited majorly from digital distribution. Prosumers can download music tracks online for free and create their own track according to their own taste and publish this online for free. This gives prosumers in freedom on what they create and attract new audiences worldwide, the audience can provide feedback and add to the total views of a video published online that can be accesses globally. Prosumers can up cycle older tracks to create one new track which can be published on soundcloud and YouTube giving their fans and audience new music made from old tracks. Digital distribution has helped prosumers greatly in achieving a larger audience and fan base due to being able to get music for free and distribute their creations free of charge. Madeon is an example of a successful prosumer who has many YouTube video views and is known world-wide for his music tracks. Prosumers are a representation of how production, distribution and exchange is now all combined and merged into one.

DIY music has also progressed due to digital distribution. Beck who is a DIY artist created sheet music for anyone to create their own style of track using his sheet music free of charge. This is owned by Beck and is distributed and exhibited on Becks website and YouTube channel. With digital distribution Beck has been able to publish his sheet music online which can be accessed worldwide instantly increasing his audience, beck also uploads the creations on his YouTube channel allowing Beck to become more well known as people all over the world can like, subscribe share and comment on these videos. Becks music shows that his audience crease his music, which then is distributed online and feedback is collected via YouTube comments from Becks audience. This is another example of how production, distribution and exchange has been merged into one.

In conclusion I think that digital distribution has affected everyone both in positive and negative ways. Music is now available worldwide free of charge but at the record labels expense. Their way of adaption was by giving artists tours and concerts to create an income, but a lot of people still purchase music online through iTunes or a physical album. Also anyone including prosumers and DIY music can be created for free and advertised for free using the internet, this allows small indie labels to get their music out there globally for theory fans to provide productive feedback. Digital distribution has also made music more visual, providing audiences with music videos and concerts they can attend at a cost which is very satisfying for fans who want to see artists perform live. Audiences also now have more power and are more involved in what they want to see next from the next biggest artist or band. This is done by providing fan feedback through comments or voting on X Factor for what they want to see but not necessary hear. Eg. One Direction is mainly the image which attracts young girls and not their vocal abilities. 

Beck Song Reader

Song reader.net is a website where Beck has published a book of over 100 pages of lyrics for people to interpret how they want. This various different people will have different styles in the way they sing and interpret the lyrics. The website allows people to publish there own versions of the lyrics. This is uploaded via modern technology such as soundcloud, YouTube or iTunes. This is important to Beck as their is no hard copy of the album, only websites with the best versions and videos that fans have posted online.

Major and DIY

A major label is a worldwide label that has well known artists signed to them, DIY on the other hand is a solo artist who doesn't have the support of a record label. Beck is an example of DIY.

Ownership and Back Catalogue

A major record label should have a back catalogue where they go through the artists associated with the label and take new songs to repackage them with a new artist to make more money. Ownership is where the created of the music owns the music, people who wish to use them have to contact the owner to get persimmon and mostly pays for the usage of the music. Beck is an example as people pay to use song reader to cover his songs.

Production

Artists create the music, lyrics and finalise the song and don't physically create a CD or album. It is then upto the fans of beck. To create and produce the song for him. This doesn't cost a lot of money to produce the album as their is no need to pay record companies and studios to produce the songs as he has made his album successful through his fans. 

Exchange

The songs are exchanged between Becks fans as they make videos of how they interpret the song. This creates a link between the fans and the music as each different person enterpret it differently. 

They also exchange via feedback through likes and comments on YouTube or soundcloud. The more likes and good reviews the more likely it will be recognised by Beck and then placed on the official song reader website where it can be listened to by fans.

Distribution and Marketing

The music is distributed through fans and the sheet music, Becks fans distribute there versions between fans to show there interpretation. The music created has been sent to companies like amazon and published on YouTube where music videos have been made by fans for him who are prosumers to show their own interpretation of the song.

Translation

 The music sheets are given to fans, they then interpret it and translate it. This is then uploaded using soundcloud or YouTube so that it can be published to iTunes. This is important as the only way to listen to this music is though the internet as their is no physical copy of the album.

Easter Homework - XL Recordings

My chosen label is: XL Recordings

Who are they?
XL Recordings is a British Independent record label owned by Richard Russell. Originated as Beggars Banquet Records.
Who have they promoted?
XL Recordings has worked with The Prodigy, Beck, Radiohead, The White Stripes, Dizzee Rascal, M.I.A, Vampire Weekend, The Horrors, Electric Six,  The xx, Gil Scott-Heron, Jai Paul, Tyler, The Creator, Sigur Ros and Adele.



Only a few of these artists are well known, the most popular artists are:
The Prodigy
Dizzee Rascal
Adele

None of the above artists are featured on the Radio One Playlist. A wide range of radio stations including Capital, Kiss, Heart, Magic and Smooth play mainly Adele's music. These stations also have their own steaming websites and TV channels which would play Adele's music.

Benefits from new media technology
This new music is widely marketed. Music can be marketed online via iTunes, YouTube, Twitter, Instagram and through television. Music can also be accessed free of charge using Youtube or Spotifly, this makes money by playing advertisements before and throughout the song. New media technology also allows you to transport your music around using an iPod, iPhone or MP3 player.

Adele

Dizzee Rascal

Adele & Dizzee Rascal have both been to music festivals, Adele/Dizzee Rascal has taken part in her own concert and been a part of a group concert involving other artists. For example Adele has performed live at the Royal Albert Hall and Dizzee Rascal has performed at the Jingle Bell Ball.

The label was originally based in London but is now based in London and New York. XL Recordings is owned by Richard Russell and is distributed by "Beggars Group" who distribute various other Labels artists. The label was founded by Richard Russell, Tim Palmer and Nick Halkes.

XL Recordings has their own website where they sell their artists CD's, they also sell artist merchandise on their online shop. 

XL Recordings has their own recording studio in London.

This label promotes their artists by hosting their own concerts and publishing their work to spotify, youtube and allowing radio stations to play their tracks.

Adele is also featured in The Guardian paper after she has performed live, for example after Adele got a Grammy award she tweeted and the daily mail publishes this: 

Below is a screenshot of XL Recordings own YouTube channel where they promote their artists music:

HMV stock a range of different artist albums who are signed by XL Recordings, below the screenshot shows some examples: 

Music Industry - Class Notes

Key terms

Distribution - Selling music to customers via Internet, iTunes, albums etc. Concerts 

Copyright - Protection against artists work, have to pay to own the music. Cannot be replicated

Royalties - When the company/artists get a % of the money made, eg. When an artists song is played on the radio the artist will get commission.

A&R (Artist & Repertoire) - part of the company that look for new music talent, middle man between artists and companies

Sampling - Using a piece or part of a song that has been used in another piece of media

Peer to peer - People who share music between each other

Major Record Label - A worldwide label that signs major well known artists, are horizontally and vertically intergrated enabling them to work more efficiently as they own each individual sectors of the industry which let's them work cheaper.

Subsidiary Label - labels within a major label, eg. Sycho who is within Sony

Independent Label - A label based in one country, gives artist freedom and let's them exlpore themselves as am artist.

Music Industry - Prosumers

What is a Prosumer?

A prosumer is someone who designs and creates, becoming involved with customising products for their own needs. For example mixing multiple songs to their own taste to create a new song. Also idaft is another way of combining a selection of different small sound clicks to make a music track.

In the video "Madeon - Pop Culture" he is creating music by mixing together 39 different songs which is known as a mashup to create an individual new creative song. This done by playing short clips from each song in a sequence chosen by the creator of the song using iDaft. Madeon created this song at the age of 17, he uploaded this creation onto YouTube which become very popular with viewers.  His video now has over 23 million views. This song uses a variety of different songs and genres, this puts the video in a genre of its own making it popular to both young adults and more mature adults that are familiar with the songs that were used to create this new song. Audiences can follow his music on soundcloud, YouTube and Twitter. This song was also created on the spot hence the name "live mashup"

Madeon Pop Culture - Live Mashup: http://youtu.be/lTx3G6h2xyA

Music Industry

Record Label - A brand or trademark lined with the marketing of music. The company also publishes there contracted music, which can include producing a music video and a record label. They also arrange promotion and marketing of the music being made to enhance sales. Record companies own the music and hold copyright over the music created looking after the legal side for the band or singer. The two types of label is major and independent, a major label is like Sony who are horizontally and vertically intergrated enabling them to run more money efficiently as they have different sections of the music industry like marketing, production and promotion. An independent label is smaller and allows signed artists more freedom to explore themselves as an artist. Independent labels still can make a lot of money like an independent label that has signed Adele.

Cross media convergence - The combination of two or more mediums, including different platforms like a newspaper being available on a tablet device, on the internet, television, ebook and a physical newspaper. An example is when Adele relased a song called "Skyfall" for the film called Skyfall.

Digi Modernism - The cultural effect of new technologies. The impact of computerisation on texts and arts. The cultural effect of new modern technologies, like the revolution of the internet and tablet devices. For example being able to listen to a radio station broadcasted in Australia by using the internet or Tunein which would otherwise be unavaliable if we didn't have the internet. 

Being able to watch catch up TV online.