Section A
Contrast the
techniques used by each product to communicate its message
Both texts catches the attention of the audience through the
on-screen action. For instance, the first text ‘iHave30’ uses brisk-pace
editing, along with fast jump cuts in order to capture the attention span of
the audience and educate them within 30 seconds. The second text uses a variety
of techniques, such as multiple interviews with the protesters and the visual
violence between the police and prosecutors, which forms a binary
opposition. It also creates an enigma
code, linking to theorist Barthes, which makes the audience wonder ‘will the
prosecutors get evicted?’
How can audiences use
YouTube and other social media sites to create their own identities? You may
also refer to other media texts to support your answer.
The iHave30 video can influence other viewers to create
their own channel and make quick videos educating the audience about
themselves. This has been done successfully through many beauty vloggers (slang
for video bloggers), such as Huda Beauty and Zoella, who started out making
their own homemade videos about makeup and fashion and now are famous and have
celebrity endorsements and a line of makeup as a result of receiving a lot of
attention, through the millions of views. This may influence their fans that
also have the same interest in beauty and makeup as well, creating a personal
identity for the fans.
How has new
technology changed the way individuals and groups can challenge dominant and
hegemonic ideologies? You should refer to other media products to support your
answer.
New technology, especially social media sites like Twitter
and Facebook enable individuals to be free in their speech and this allows the
audience to have the authority to challenge dominant ideologies. This is most
evident through the 2015 elections, where the majority of Twitter users argued
David Cameron had absolutely no chance of winning the elections and people
criticized Cameron for his “pointless policies” which proved wrong as in the
end he won the elections. However, it could be argued that the audience do not
have the power, typically hegemonic control as it’s proven that Twitter can
remove any comments which are seen as a violation. 
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