Will Rowe – Media Blog

Media is used throughout the modern world. In the mid 1970s, Blumler & Katz theorised 4 categories for media:

• Entertainment/Diversion
• Social Interaction
• Personal Identity
• Information/Surveillance

The collage I have created ‘My Media World’, shows several types of media that I consume on a daily basis, each image contain its own aspects. I use Instagram which has aspects of Social Interaction and Personal Identity,As I follow my friends and make posts. While on the other hand, Island FM is used for Information. Spotify would have aspects of Entertainment found in it, as I listen to music on a daily basis. This task has shown me the concept of Blumler & Katz theory and given examples.

This will knowledge will impact my music magazine as I will need it to fit 1 or more of the 4 media categories seen above. This has also helped me consider what types of media fit into which category, I will also need to consider this when making my magazine. I will be able to maximise my readership and sales if I make sure all 4 aspects of my magazine are catered for.

Media Ecology

Media Ecology is a theory concept that covers media, technology and communication and how they affect human environments, as-well as how they all rely on each other. It was first introduced in 1962 by Marshall McLuhan.

Lego Model

In this lego model we created an example of an ecology, we used a model of a coffee shop. In the coffee shop we had several elements that all relied on each-other:

• The coffee shop used the forest to get coffee beans
• The coffee beans were used to make coffee
• Any profits from the coffee shop went back to the forest

As you can see the entire system supported each other and if one element was not there, the whole ecosystem would fall apart, just like a media ecosystem.

Concept Diagram

I then applied this to media in the second photo. my concept map was focused on creators and how it was associated with the 7 other aspects, them being Government, Institutions, Social Media, Audience, Money, Tech, Distribution and Audience. For example, Institutions need to hire creators in order to make a profit. This will be theory will apply well with my magazine, as in order to see the most success out of it, I will need to consider all 8 aspects of the ecology, and will need to design my magazine so it fits in well with them. Examples of this would need to be considering the target audience and how it would be advertised, like TV adverts and radio adverts, or more modern advertisements such as using advertisements spaces on Facebook or Instagram.

The image seen below is the collective graph, showing how everything links together.

Throughout my two years in this A level, I will hope to gain a variety of skills as-well as knowledge that can be applied in my future. I am hoping to learn the more theatrical side of the media world, such as the theories that can be seen in the media world. As of writing this post I am familiar with cameras whether it be 35mm or DSLR, this will be able to be used with great affect with the magazine photoshoots, as-well as the music video portion near the end of the course. In the future I am hoping to become a photographer, and I think that media will be able to teach me the world of work that I would be entering in my future. I think it will also be able to teach me more universal skills such as keeping up with deadlines and keeping a record of what I have done.