Supercurricular: Shelter short film

 https://youtu.be/_YfE4l69pAk?si=0rlJfkwTOi9AkDaF

The Shelter short film/advertisement I watched was about how the place we grow up in makes us who we are, and particularly how living in social housing impacts you and gives you a sense of home and community. The advert is very inclusive and shows people from many different ethnic backgrounds and genders, showing how Shelter advocates for everyone, and that everybody struggles at times. The people in the advert describe their social housing as 'my stage', 'my soul', 'my home', which shows their connection to it, and how important it is that nore social housing is bult across the country. The advert reflects alturism and pro-social behaviours, since it encourages others to get involved in the canpaign through the hashtag #madeinsocialhousing, which allows people to spread the word via the internet and increase donations.

Stuart Hall's Reception Theory

https://southendhighschoolforgirls-my.sharepoint.com/:p:/g/personal/20-aony_shsg_org/ESC-8KBgsBFMpIn_tfqxRRgBLewmrvkbmrasD0S1U6LCAQ?e=EbXFrN

Hall's Reception Theory

In the chapter on Reception theory, Dixon explained the impact Stuart Hall had on the media industry and the study of it in the 1970s. Beforehand, media producers had viewed their audiences as passive consumers who accept intended readings without question (the Hypodermic Needle Theory). Hall challenged this view in his 1973 essay 'Encoding/Decoding', which revealed the different categories that audience members fit into when it comes to reception of encoded messages: the dominant/hegemonic reading, the negotiated reading, and the oppositional/counter-hegemonic reading. Hall also highlighted that there is a chance that some audience members may not even fit into any of these categories due to a misreading of the product; they cannot accept or reject the intended meanings of the product because they decoded them wrong to begin with. In addition to this, Hall argues that the dominant readings encoded into products made by a media institution are usually consistent, and align with the political standpoint and brand of the institution. To ensure this consistency, the institutions tend to primarily hire media producers that agree with their standpoint and values.

Hall argued that audiences create their meanings using situated logics - this is when audiences 'filter the world to their individual knowledge and experience'. He uses the example of a Labour party voter viewing the famously right-wing newspaper, The Daily Mail with scepticism. Situated logics can also be applied to the physical environment in which the decoding occurs.

MediaMagazine Black Panther/Afrofuturism article summary hw task

 The article I read spoke about the effects of colonialism, and how it still affects African countries today. It also covered the modern movement of Afrofuturism and how it is presented in modern black media. The article used the 2018 blockbuster movie, Black Panther as an example of how afrofuturism as a cultural aesthetic has started to infiltrate mainstream media. The fictional African country of Wakanda in which the film is set was never colonised, and as a result, became the most technologically advanced country on the planet. The film had a post-colonial aim to represent black characters and stories in a more positive light, empowering black audiences, particularly older ones who were used to seeing the negative representations of black people in older colonial media.

Beauty advert task

•  I included the coach logo and made it large and in the top third of the ad to ensure it was eye-catching, and connotes the importance of the brand
• I used cursive and serif fonts to connote sophistication and elegance
• I used a close-up shot of the bottle to ensure it was the central focal point of the advert
• I added the sticker feature at the bottom to imitate the perfume scent samples that can often be found in perfume ads in magazines.

SHSG advert hw task

• We were instructed to create an advertisement for SHSG using photos we took with the DSLR cameras
• while using the cameras, I learned different skills, like how to adjust focus, zoom in and out, etc.
• we practised taking photos with different backgrounds and lighting styles
• We then downloaded the images from the camera and used them to make our advertisements.
• I chose green for the banner as it is the school's colour, and included the school emblem to make the advert eye-catching and recognisable
• I used a collage style layout to incluse as many photos as I could, to connote that the school is full of life and action
• I used a serif font for the school title to connote prestige and sophistication