How different people ‘read’ the media differently Intro song

Let’s start with a clarification of what the media actually is… The media refers to the types of communications that are produced and distributed to an audience. So, you can have traditional media companies like Disney or The Guardian or you can have new media companies that exist on the internet. Media can also refer to the types of communication we have with each other, as we become the makers of our own social networking sites, etc.

How many times do you check/use your phone in a day? – More than 5? – More than 10? – More than 20? How many devices do you have in your house on which you can watch TV (phones/tablets/laptops etc.)? – More than 5? – More than 10? – More than 20? How does the media affect your life?

The Media is very influential and you have to read it the right way. We, as consumers of media, bring our personalities and our intelligence to the media texts (films, songs, TV shows, videos) we watch. As people have different levels of experience, intelligence, concentration spans, so they view or interpret texts differently. This is where things can sometimes go wrong...

How can a media text be read in different ways? Ali G, played by Sacha Baron Cohen. Interviewed many famous figures from the world of politics, sport and music. He was a comic creation mocking the kind of middle-class, privileged people who pretend to be ‘street’. Some people misinterpreted this, not realising he is a joke, and began to use his catchphrases and even dress like him!

How can a media text be read in different ways? Vicky Pollard, played by Matt Lucas, was meant to epitomise the hilarity of being a ‘charva’. Some misread this character as backing up their views on life and society. Vicky Pollard was not meant to be a role model!

How can a media text be read in different ways? Lauren Cooper played by actress and comedian Catherine Tate. Lauren's catchphrase "bovvered", became so influential in popular culture that it was named Word of the Year and was even poised to enter The Oxford English Dictionary. Tate plays Lauren as a stereotypical moody, rude and disrespectful teenager. Watch this clip when Lauren meets Tony Blair- this is a good example of how the media can be read differently by different people- is he embarrassing or funny? The influence of the media on our politicians was also evident when David Cameron tried to up his 'street cred' after he said the word 'shamazing' to X Factor judge Nicole Scherzinger.

How can a media text be read in different ways? You might enjoy the plot and the songs and want to sing along. You might find the story inspiring. You might notice some of the more subtle details like the names of the character and how they link to the original story of The Snow Queen on which it is based (that was by Hans Christian Anderson and the characters include Hans, Kristof, Anna, Sven). You might think this is clever. It’s possible that you might even start seeing ‘deeper meanings’ in the text and see the main song ‘Let It Go’ as a metaphor for growing up and becoming an adult. Or you could read so much into it you actually get offended by what you interpret. Some strict religious groups in the USA are campaigning to have the film banned as it ‘promotes non- Christian relationships’.

How can a media text be read in different ways? It doesn’t need to be just film and TV either – the ‘selfie’ song has had loads of backlash from people hating the selfie phenomenon… But the song itself is poking fun at the people who take selfies and who talk like the girl who narrates the track. She is not representative of the opinions of the artist, she is meant as a joke, but the negative reaction to the song on social media shows that lots of people just don’t understand that!

Different people ‘read’ the media differently Ideas to consider: Can you see how other people might react differently to you? Are you reading media texts the right way? What leads you to think the way you do about the texts you consume?