Radio 1 Launch CSP

Historical, social and cultural context

1) What radio stations were offered by the BBC before 1967?

The radio stations that were offered by the BBC before 1967 were BBC radio light and BBC radio light.

2) How was BBC radio reorganised in September 1967? What were the new stations that launched?

BBC radio was recognised in September 1967 by pirate station broadcasters. The new stations that launched was Radio 1 and Radio 2.

3) What was pirate radio and why was it popular?

Pirate radio was regarded as the best place to hear new music and particularly urban music. It was popular because young people thought it was cool.

4) Why did pirate radio stop broadcasting in 1967?

Pirate radio stopped broadcasting in 1967 because the Marine Broadcasting Offences Act officially outlawed pirate radio stations. The Government had closed the legal loophole that allowed these stations to broadcast and these had a British audience of 10 to 15 million. This meant the audience had to go to Radio 1 if they wanted to listen to popular music.

5) How did the BBC attract young audiences to Radio 1 after pirate radio stations were closed down?

BBC attracted young audiences to Radio 1 after pirate radio stations were closed down because many of the pirate station broadcasters then were then employed by BBC Radio 1, thus bringing many of the their loyal listeners with them.

6) What was 'needle time' and why was it a problem for BBC Radio?

They could only play five hours of music per day. Pirate stations did not have these restrictions imposed on them because the law was difficult to apply offshore.

7) How did BBC Radio 1 offer different content to previous BBC radio stations?

 Radio 1 also developed better content more suitable to the target audience as it became more popular. 

8) Who was the first presenter for BBC Radio 1 and why did these new Radio 1 DJs cause upset initially at the traditional BBC?

Tony Blackburn was the first presenter for BBC Radio 1. It was not seen as 'cool' by many young people as the BBC stood for traditional, conservative values.

9) Listen to excerpts from the Tony Blackburn's first 1967 broadcast - how might it have appealed to young listeners?

It had upbeat background music, which makes young people want to listen to them. It had more popular and newer music.

10) What conventions did Tony Blackburn's radio show borrow from pirate radio - which made it very different to previous BBC radio content?

Style of presenting was more energetic and less uptight which is what some teenagers liked.

Audience and industry

1) What was the target audience for BBC Radio 1 in 1967?

The target audience for BBC 1 in 1967 was mostly teenagers and young adults.

2) Why did Radio 1 initially struggle to attract young listeners?

It was not seen as cool by many young people. This is because they stood for traditional music.It struggled financially as there was no increase in the licence fee to pay for this extra radio station.

3) What audience pleasures did Radio 1 offer listeners in 1967? (Use Blumler and Katz Uses and Gratifications theory).

The audience pleasures that Radio 1 offer listeners in 1967 was diversion, relationships and identity.

4) How is the BBC funded?

BBC is funded through the compulsory licence fee (TV license).

5) Applying Stuart Hall's Reception theory, what would the preferred and oppositional reading have been of BBC Radio 1 in 1967? 

What BBC wanted teenagers/young adults to think of BBC 1 was that it was cutting edge and completely for them whereas the teenagers didn't care much for it as they felt betrayed by their pirate stations being shut down.

Arctic Monkeys - I Bet You Look Good On The Dancefloor

Impact of new/digital media on music industry

1) How do audiences generally watch music videos these days?

Audiences generally watch music videos these days by social media like YouTube.

2) What opportunities has the growth of digital technology and YouTube created for new music artists?

The opportunities that the growth of digital technology and YouTube created for new music artists is millions of people all around the world have access to watch your music video by just a single search of the name. 

3) What is P2P and why did it cause huge problems for the music industry?

P2P is is an online video sharing/streaming website. Music released without consent from the artists.

4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why? 

Yes i do think the internet has given audiences more power over who becomes successful in the music industry. This is because with out the audience to watch and buy the songs, the song writer/singer wouldn't produce any earnings from the songs.

5) How has Fortnite demonstrated the potential future for music videos and promotional opportunities for the music industry? You can read more on this event in this Verge feature.

Fortnite has demonstrated the potential future for music videos and promotional opportunities for the music industry by every one of the likely tens of millions of players of Epic Games’ battle royale title were transported to a virtual stage.The stage came to life with building-sized holograms of Fortnite characters, while a custom set of graphics played behind Marshmello’s avatar.

Arctic Monkeys: Industry

1) How did the Arctic Monkeys first achieve success and build up their fanbase?

 They played in pubs and small venues in and around Sheffield, and built up a huge following online using Myspace.

2) Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?

It was unexpected because the band didn't know that their video had been shared, yet it led the band to success and fame.

3) How does the rise of Arctic Monkeys differ from how One Direction were formed and became famous?

One direction were put together by a record label. The arctic monkeys were all friends at school.

4) How has technological convergence changed the music industry?

It changed the way videos were shared and consumed.

5) Has the internet been a positive or negative development for traditional record companies? Why?

It has been positive to an extent, but also negative. This is because it helped many artists build an online fandom. The internet has also given people the opportunity to publish unreleased music, which could affect an artist/artists very badly.

Arctic Monkeys: Audience

1) What is the main Arctic Monkeys audience - demographics and psychographics?

The majority of the audience are aged between 17-30, and will have an interest in fashion, films and other technology, as well as music.

2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?

Audience pleasures would include diversion - the song is upbeat and fast-paced. Fans who followed the band from the early days might find a sense of personal relationship while many young people would get a sense of personal identity from the lyrics to the song (about going out to a club and drinking)

3) What is nostalgia and why is it a key audience pleasure for the Arctic Monkeys music video?

Nostalgia is a longing for a period in the past. It is a key audience pleasure for the Arctic Monkeys music video because of the 1980's style. 

4) How are fans positioned to respond to the video? What does the artist want fans to take from their video?

The artist wants fans to take in that you can do whatever you want that makes you happy and you can be successful with whatever social media platform.

Music video: One Direction- History

Industry

1) How were One Direction formed and how is this reflected in the music video for History?

One Direction was formed by them all performing in the seventh series of a hit show called  'X Factor'. They were propelled to success through social media and become one of the most successful groups ever, breaking many records.

2) What is vertical integration? You may need to check your book for this (or remind yourself from this previous blogpost.)

Vertical integration is an arrangement in which the supply chain of a company is owned by that company.

3) What is horizontal integration? (See link above for help again!)

Horizontal integration is the process of a company increasing production of goods or services at the same part of the supply chain. 

4) How has technological convergence changed the way audiences consume music videos?

Technological convergence changed the way audiences consume music videos by different social media platforms seen by different people all around the world. People 'used' to listen to music via radio, but now technology has evolved and people have started to use phones, laptops and Ipads as a way of listening to music. 

5) As a manufactured band, what influence do Simon Cowell and the record company Syco (part of Sony) have over the content and release strategy of One Direction music videos? You may want to read this text from an article in The Inquisitr about the relationship between 1D and Simon Cowell.

The influence Simon Cowell and the record company Syco have over the content and release strategy of One Direction music videos is a lot. This is because Simon Cowell is a very well known English television personality, entrepreneur, producer and record executive- not only in the UK, but all around the world. After finishing the show, One Direction signed a record deal with Syco Records (Simon Cowell’s record label) which is part of Sony, one of the ‘Big 3’. 

Audience

1) What is the main One Direction audience - demographics and psychographics?

The main One Direction audience is young teenagers and young adults.  

2) What audience pleasures are offered by the music video for History?

The audience pleasures that are offered by the music video for 'History' is that whenever something doesn't go accordingly to a plan, you just have to move forwards. After the departure of Zayn Malik, who has left the band to pursue a solo career, they made this song as a 'period of closure'. The footage in the music video is nostalgic and will appeal to loyal fans as it will remind them of the band’s success and younger appearances, right back to the start of their career on X Factor (featured in the opening of the video) in 2010. 

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to One Direction fans. Why did you choose those moments? 

One particular moment in the video that would particularly appeal to One Direction fans is at the very beginning when they was up on stage in BGT. This is because this is when they was first noticed and when their careers was about to shoot up into fame. A second scene that would appeal to the 1D fans is when they were together in the record studio planning their first song. This is because this is the first song their fans would hear from them all together. The last shot in the video that would appeal to the 1D fans is their first concert. This is because their fans from day 1 would remember going to their first convert when no one left the group and would feel nostalgia.

4) What is nostalgia and why is it a key audience pleasure for the History music video?

Nostalgia is when you reminisce the past that made you feel happy. 

5) How are fans positioned to respond to the video? What do the producers want One Direction fans to take from the video?

Producers want One Direction fans to take in that One Direction cherished all the moments they had with each other and with their fans. They want to thank their fans for all the love and support and are thankful for them all. 

Music video: Introduction

1) What are the key conventions of music video?

The key conventions of music videos are; camerawork, actors, editing and performance element/narrative

2) What is intertextuality?

Intertextuality is when one media text references another media text – through genre, conventions, mise-en-scene or specific cultural references.

3) When did music videos first become a major part of the music industry?

In 2005 the launch of YouTube changed the way that consumers access and enjoy music video. Now self-promotion is more common.

4) What launched in 1981 and why were music videos an important part of the music industry in the 1980's and 1990's?

MTV was launched in 1981 as a platform for music videos and the first music channel on television. Music videos were an important part of the music industry in the 1980's and 1990's because big budgets were spent on producing innovative and creative music videos such as Michael Jackson’s Thriller that had a film narrative, a well known director and featured intertextuality (horror films).

5) How are music videos distributed and watched in the digital age?

In 2005 the launch of YouTube changed the way that consumers access and enjoy music video. Now self-promotion is more common. 

6) Why was piracy (illegal downloading on the internet) a problem for the music industry?

Piracy on the internet was a problem for the music industry because they could not keep up with illegal downloading and streaming services where fans shared content for free. This would mean the music industry would stop making any profit money at all. 

7) What digital services did the music industry set up to combat the threat of piracy and illegal downloading? Give examples.

Eventually, the 2000's saw the rise of streaming services with subscriptions such as Spotify, Apple Music, Beats Music and (most recently) YouTube Music. This has allowed the music industry to start making money again from audiences buying (access to) music. 

8) What is digital convergence?

New platforms and music apps on smart phones mean that listeners are now becoming one-device consumers and using their phones for all media access. Audiences can access all media products on one device (usually their phone).

Advertising and marketing assessment

1) What does intertextuality refer to in Media Studies? [2 marks]

Intertextuality refers to making references to any kind of media text using another media text.

2) Explain how the OMO advertisement reflects the social and historical context of its time. [6 marks]

OMO advertisment reflects on social and historical context of its time by portraying women as domestic workers. The OMO advert came out in 1955, where women were represented as housewives and stay at home mums who always look good for their husbands. In the advert, it clearly shows the women as enjoying cleaning and is dressed for no occasion.

3) How do advertisements reinforce and challenge stereotypes in the media?

Advertisements reinforce and challenge stereotypes in the media by making it seem as if women can't have a mans job, but can be at home cooking and cleaning for their families. In reality, you also see women getting jobs like CEO's and lawyers. Although, some advertisements reinforce stereotypes in the media by women being sex objects. This is shown by how women were showing off their bodies to please men in the adverts. Women are still modeling and are seen to be sex objects by media to this day, and are meant to have an 'ideal' body type created by society.

Answer with reference to the NHS Blood and Transplant online advertising campaign Represent. [12 marks]

Advertisements challenge certain stereotypes by encouraging audiences to help out with something like in the represent advert. In this advert explicitly they need individuals from the BAME community to donate blood as only 3% of individuals who give blood are from BAME community. In the advert, you could see a women having a job as a CEO of a successful company which, what most society believe, is a 'mans' job. The whole purpose of the advert is to target the Black, Asian and Minority Ethnic as only 3% donate their blood to people who need it. The BAME community should be encouraged to help the people in need as well as other races.