12.

Has new and digital media had an impact upon ownership and control of the media insitutions involved in your case study? Explain in detail any impact and what exactly has changed.

The advertising industry has definately had an impact upon ownership and control of the media institutions involved in advertising, this is mainly because individuals including, Rupert Murdoch owns 'News of the World', 'The Sun' as well as 'BskyB' etc and in March 2011, the U.K. approved Murdoch to buy the remaining 61% of BSkyB. Also, Richard Desmond owns OK! magazine, channel 5, the daily express and the daily star. This could be an example of how the feminist theory is right because most media leaders are men, which shows that this society is a male dominent society, where men own and control how the media is going to work.

Going back to Rupert Murdoch, it links to new and digital media because looking at 'The Times' for example, there is now an app for smart phones and the iPad which they named, 'The iPad edition', a twitter account and there is now a website which allows users to interact by creating an account.

Rupert Murdoch was seen as "the man who wants to control news in America", and people were getting scared because they knew Murdoch will get his way if they didn't act fast. Mr Murdoch is not the biggest in the US but he has become increasingly powerful. "His news channel, Fox News, has more ratings than CNN and he recently cemented a deal to buy DirecTV, the biggest satellite broadcaster. His other properties in the US include the Fox free-to-air network, the New York Post, the Fox movie studio, publisher Harper Collins and 34 TV stations; in the US, broadcasters pay local stations to carry programming. In Britain, News Corporation controls the Times, the Sun and BSkyB."

Rupert Murdoch is one example of someone who has control and ownership over his decisions as a media "Professional".

What impact has there been on the way the audience now consume media products/texts involved in your case study?does it differ from what went before

The audience look at adverts and choose whether to look at it or not, and choose whether or not to consume it depending on the product or service as each product/service appeals to a certain group of individuals that are willing to consume and pay for that particular thing.

It is different today from before as there werent as much opportunity on how to advertise the product before as there is today, as there is television, radio, magazine, newspaper etc, which will help businesses in gaining a profit through showing their product/serive to the world. Audiences depend on the media to find out about a product, where looking back individuals had to go a store and find out by either looking at the packaging or by asking questions, this is seen as a wierd thing to many people as they look at an advert and decide whether or not they want it, which means that adverts must ensure they have all the details on that 20-30 second advert including price, product and place. Adverts now do the hard work for audiences, making our life easier.

10: What impact has there been on how the media institution now has to produce the texts and the way in which the texts/products are distributed and e

Media institution produce adverts by firstly analysing your product and target customers, as each ad has to be made for those who are interested in buying the product. Secondly, you will have know who is going to buy or use your product/service, for this particular part you will have to search the market through the internet, you can see who your target audience is by producing surveys and talking to various experienced people Thirdly, you will have to see what your unique selling point is and use it to your advantage, so look for something that competitors don't have. You then have to understand why people will buy your product. When you are done you have to decide how to effectively show the product message, which is usually done through the tone and style of the ad, the unique selling point and the right information used to grab the audience. When you have finished producing the advert, you will need to choose the right type of media text that you will promote the advert on including magazines, newspapers, the web, radio etc.

Looking at all institutions and how they advertise their product as a whole, they're is competition that what platform they are going to base their advert, as if coca cola for example was to advertise on television, Ribena will then have to do the same in order to get the same kind of target audience, this has a huge impact on institutions as they are in constant competition, knowing that the audience may not want to look at your product, instead looking at another.

9: Is the size of the audience any different now than before the impact of new and digitial media (or has the pattern of usage changed)?

As their are different types of advertising, I think the size of the audience has changed for the better, as it has attracted more people to view a product and have a choice, whether to buy it or not- and this is what businesses need to have in mind when promoting a product as the advert needs to appealing to the masses, so colours, the message and the objective needs to be clear, imaginative and creative in order to have an successful impact on the audience.

Audiences choose their platform and choose whether to pay attention to the adverts on that particular media text. For example i prefer to look at magazines and websites, and look at adverts from that media text, but i only choose to look at it if the advert best relates to me- i would think that this would go to all kinds of audiences.

Agencies are always in competition, with views etc. Ad Age, is a site which shows how well adverts are doing ranking them through their views. Where Microsoft came in at number 1, with a total of 1,476,871 views with the agency JWT, and in number 5, Virgin media came in with 731,982 with the agency DDB, whereas at number 10, Downy came in with 593,684 with the agency Mike in the Window. From the results it is obvious that the most successful advert is from a very successful institution, Microsoft.

8: Who are the primary target audience now and has this changed? Who was it before and how do you know?

Looking back to when adverts where first launched into the society, the platform it mainly focused on was print; which means adverts where mainly located in magazines, newspapers, billboards etc, this was before television and internet was discovered. However, there is now e-media and broadcast which include radio, television, internet, etc- and this is what helps companies become successful because they are showing their product/service to the world through the media, where companies would most likely put it on successful websites or between two successful television shows.

In 1856, the first full page newspaper ad was published in the New York Ledger. This was obviously a big deal and cost very little compared to today, as today it costs thousands to put an advert in a popular newspaper or magazine, as institutions know they will pay- which is why big companies have bigger adverts while smaller companies have a smaller advert placed somewhere.

Today, there are advertising agencies that play the role of a pr, where they do the job of putting your product/service in the media. An example of an advertising agency is www.londoncreative.com, where they have worked with icelolly.com, Speedo, coca cola, and Sony Ericson and also do work with films such as 'No strings attached', 'Stat trek' and 'I love you Phillip Morris'. Another successful advertising agency is 'HAVAS', where they have worked with institutions such as Westfield, Locoste, Nike, Strepsils, and Volvo etc.

1: Consider theoretical perspectives in relation to the impact of new/digital media in your case study.

The theoretical perspectives in relation to the impact of the advertising industry can relate to the marxist and postmodern theory. It is obvious that audiences and the media no longer know what is real, because we believe what is put out there and the media believe what they put out there- adverts sometimes put misleading information in order to draw audiences in, for example the Olay advert; they said there was pentapeptides. However, it could be argued that the media aren't in control of what we see or choose to believe. Also, the media usually give audiences what they want in an advert, for example in the cadbury advert they added humour and a chocolate bar. Audiences are the ones who choose how they want to view the advert.

Adverts are shown in different types of platforms such as T.V. radio, internet, etc. These are just ways of advertising but the most popular ones today are on social networking sites such as facebook, twitter, Tumblr, youtube etc. Celebrities are advertised on these sites and so are products/services, knowing that more and more people are signing up to these 'social networking sites' means a easy way of marketing your product to the world successfully.

The impact of the advertising industry is shown through the budgets and profits made from adverts. Coca-cola have been successful, and they only advertise to remind the audience that there product is still existing- this goes for all big leading products.

Looking back at when I stated that audiences choose how they want to view an advert, I am going to choose a institution and explore how they advertise their product.

I have chosen to explore L'Oreal, where they have used a bunch of celebrities to sell their products. Celebrities include Cheryl Cole, Gwen Stefani, Eva Longoria etc. They have used young and fresh looking women which will give audiences a sense of wanting to look like them, but what they don't know is that they have probably been photoshopped etc. So, it is up to audiences to look at it and ask, "Do i want this product?"

Case Study Q's

1: Consider theoretical perspectives in relation to the impact of new/digital media in your case study.

8: Who are the primary target audience now and has this changed? Who was it before and how do you know?

9: Is the size of the audience any different now than before the impact of new and digitial media (or has the pattern of usage changed)?

10: What impact has there been on how the media institution now has to produce the texts and the way in which the texts/products are distributed and exhibited?

11: What impact has there been on the way in which the audience now consume the media products/texts involved in your case study? How does it differ from what went before?

12: Has new and digital media had an impact upon ownership and control of the media insitutions involved in your case study? Explain in detail any impact and what exactly has changed.