Category: Media Analysis

The issue of racism, privilege, and inequality fueled by long-existing stereotypes and prejudice remain topical in the society of the 21^st century. In spite of significant improvements over the recent years, there is still much progress to be made, as there remain entire communities that are underrepresented and even oppressed. Todays human rights movements promote equality on all levels, which is reflected in the open-minded views of the youth. Nevertheless, some of the old stereotypes persist, having been embedded in society for too long. The purpose of this paper is to examine modern views on racial equality based on media representation.

The concept of race has been in the center of scientific debate for the past few centuries. In the past, the idea that each race was different on physiological level dominated, but, as the research progressed, opposing views prevailed. In fact, studies show that the DNA of any given human being is ninety-nine percent identical in comparison to the rest of the population, regardless of their origin (Desmond & Emirbayer, 2010). According to Desmon and Emirbayer (2010), this misconception has actually costed numerous lives due to the belief that organ transplantation can only be performed between people of the same race. In other words, all people are the same on the genetic level, as it has been proved by extensive research over the 20^th century. Therefore, the race is not a biological concept but a social construct instead.

This phenomenon can be described by the term symbolic category. As Desmond and Emirbayer (2010) say, a symbolic category is something that is actively created and recreated by the human beings rather than pre-given and opposed to the realm of nature and biology (p.15). According to them, the mere term Native Americans was created by Europeans upon coming to America and subsumed essentially different peoples with their own history and traditions (Desmond & Emirbayer, 2010). The racial taxonomies of the United States distinguish between five primary groups: Native Americans and Alaskan Natives, Asians and Pacific Islanders, African Americans, Hispanics, and Caucasians. Desmond and Emirbayer (2010) state that this division is used nationwide, including major governmental institutions, such as the U.S. Bureau of Census. However, the factors, according to which people are attributed to different categories of this kind, are not objective, as they do not have scientific grounds.

Nevertheless, the categories mentioned above, already being a social construct, are, in fact, distinct for the United States and do not apply in the rest of the world. For example, in South Africa, racial categories are white, black, and colored (Desmond & Emirbayer, 2010). The third category is the result of apartheid, which was a case of legalized segregation, but it remains in the countrys cultural space until nowadays. Meanwhile, there is no racial division in India, where different groups of people are distinguished upon their caste, i.e., family and occupation, rather than phenotype. These cases prove that racial inequality is a mere result of internal social processes and does not have any solid biological foundation.

In general, racial discrimination of any kind is based on a set of stereotypes and prejudices. While both concepts imply a conventional perception of one ethnic group by another, the first one is based on experience, even though exaggerated and extrapolated. On the other hand, prejudices are caused not by real facts but by an unjustified aggressive attitude. According to Dixon et al. (2019), cultural stereotypes have significant implications for our psychology, social interactions, and policymaking (para. 8). Once negative prejudices and stereotypes prevail in a society, it begins to discriminate against a certain group.

However, stereotyping may take different forms that, while not necessarily being negative, still harm relations between social groups. Desmond and Emirbayer (2010) say that there is a common opinion that people of African descent are naturally better at athletics than other ethnic groups, which is, however, not justified. Indeed, the majority of the most prominent NBA players are African Americans. Nevertheless, the best volleyball players are Caucasian, even though both sports require similar sets of attributes. In reality, there are complex factors that have led to the present situation and that are not always taken into account. Putting such labels diminishes a persons input into their own success and limits their origin.

Stereotypes and prejudices are shaped according to the majoritys perception of the world. Caucasian people colonized North America and dominated other ethnic groups for several centuries. Consequently, they began to consider their ethnic identity the norm, whereas, naturally, other groups were perceived as abnormal. Desmond and Emirbayer (2010) call this phenomenon whiteness and add that it is visible most clearly to those it definitely excludes and those, to whom it does violence (p. 40). At the same time, the privileged group does not see any effect of the whiteness, as it does not cause any negative implications in their lives. Nevertheless, they benefit from the mere fact of belonging to the right group. The described concept is also known as White Privilege, which is the collection of unearned cultural, political, economic, and social advantages and privileges possessed by people of Anglo-Saxon descent (Desmond & Emirbayer, 2010, p. 40). Unearned is the keyword of the definition, as it implies that Caucasian people receive a generally better treatment than others do, which includes a better representation in the media.

Racial media representation has been the subject of many studies over the past few years. As Dixon et al. (2019) note, the way ethnic minorities portrayed in popular culture is closely connected to existing stereotypes. African American actresses frequently appear on prime-time television, but, in many cases, their roles are limited to situational comedies, where various racial stereotypes are exploited. As far as shows that are more serious are concerned, actors of African descent are more likely to be typecast as villains. In advertising, African American men are usually presented as athletic but unemployed, just as sports journalists emphasize their allegedly innate athleticism during competitions (Dixon et al., 2019). As for the news media outlets, Dixon et al. (2019) state that they tend to overrepresent black criminality and exaggerate the notion that blacks belong to the undeserving poor class (para. 3). Such kinds of representation do not reflect the reality and focus on prejudices instead.

People of Hispanic origin are another group that lacks proper representation in todays media. In most cases, entertainment sources tend to oversexualize them, as well as to show them having low-occupation jobs in TV shows and films. Latino criminality is another stereotypical feature that is widely exploited by media outlets, along with Hispanic mass migration to the United States. In most cases, the stereotypes above demean the communities in question, dwelling on stereotypes that have little to do with the reality of the 21^st century.

Nevertheless, stereotypes persist in media representation patterns, and there are several reasons for that. Dixon et al. (2019) say that content creators aim at using mental shortcuts, playing along with the publics stereotypes in order to facilitate the understanding of the content. To put it differently, media outlets respond to the viewers expectations, even though those expectations are based on racial prejudices. Dixon et al. (2019) state that there is a four-stage model of racial media representation. The first step is called invisibility, meaning that the ethnic group in question receives little to no representation. Stage 2, ridicule, has members of the community appear on the screen exclusively in stereotypical ways a means to entertain the audience. The third step is regulation, when an ethnic group is portrayed primarily in the roles of people that protect the order, such as police officers. The fourth stage, respect, is attained when members of the community receive due representation, and their roles are not limited by racial stereotypes (Dixon et al., 2019).

According to the fourth-stage system, it is possible to assume that the African American community representation is now around the third step with possible derivations towards the previous stage. At the same time, there have been many progressive projects that tend to depict underrepresented groups in a proper way, which brings them due recognition. All in all, racial media representation has made much progress over the past decades, but there is more ground to cover. However, as media outlets adjust to the publics perception, it is vital to eradicate outdated stereotypes to achieve proper and equal representation.

References

Desmond, M, Emirbayer., M. (2010). Racial Domination, Racial Progress: The Sociology of Race in America. McGraw Hill.

Dixon, T. L., Weeks, K. R., & Smith, M. A. 2019). Media Constructions of Culture, Race, and Ethnicity. In Oxford Research Encyclopedia of Communication. Oxford University Press. Web.

Introduction

The social analysis survey focused on the reliability of news and media. The survey was distributed in person among 20 people at my workplace on 6 March. It was administered by handing out paper copies and answering the respondents questions before conducting the actual survey. All the survey questions were closed-ended (multiple-choice) to gather data for the statistical association.

Main body

The 20 completed surveys gave interesting results. Most of the people surveyed were 41-60 years old. 13 out of 20 surveyed fell into that category. As for the male-female ratio, it was 8 and 12 respectively.

Most of the respondents used the Internet as their prime source of news. It amounted to 18 out of 20 responses. TV ranked second with 17 out of 20. These results speak for the interest in both preassembled pieces of news and those scattered around the Internet. Next came newspapers and phone/tablet applications, which were chosen 7 times each. That may indicate the printed newspapers still have an audience. At the same time, given the apparent trend to use the Internet as the primary source of news, mobile devices still seem to arouse suspicion among the adult and the older adult population. Radio was the least popular source of information as it scored only with 6 responses. It may be assumed that some of the responders listen to the radio while driving, which explains the fact that it has points.

The most interesting findings were that the majority of the respondents deemed mainstream media somewhat reliable and trustworthy. 14 out of 20 respondents chose that answer. 1 participant chose very reliable, and 5 others considered that media unreliable. These results did not prove the initial hypothesis about adults and older adults being distrustful towards mainstream media. Given such outcomes, it could be assumed that other sources of media would be considered unreliable. Nevertheless, the scores were almost identical, with variants very, somewhat, and not reliable chosen by 2, 15, and 3 participants respectively. These results may suggest that the adults and the older adults tend to believe in every media source they find. Additionally, it may be assumed, that the in-between answer was given because the participants had no strong opinion on the matter or had no facts supporting one of the opposites.

The results seem to fit into the functionalist paradigm. The fact that most of the respondents selected the middle variant in the key questions suggests that adults and older adults do not want to be judgmental or critical in order not to invoke chaos. In this age, people tend to choose stability over unrest and a clash of opinions. Additionally, in the absence of clear facts stating the medias unreliability, the consensus was to agree partially to its reliability, knowing that it would not cause serious turmoil. Perceiving the mainstream concept as something that is relied upon by the majority of the population they tend to agree with its existence not denying its positive qualities and not trying to disprove them provided there is no obvious reason to struggle against it.

Conclusion

Although the initial theory was disproved, the results were intriguing. Given that the majority of subjects were 41-60 years old, it was not possible to ascertain the difference of the views between the younger and the older groups. The answers on the preferable sources of news revealed the common trend in the 21 century to prefer digital sources of information to analog ones. The non-rebellious answer complies with the functionalist paradigm implying the adult society tends to seek stability.

Table 1: Question 8  How reliable and trustworthy do you believe mainstream media is?

Introduction: The Mass Media of Our Times

The impact of mass media in the modern world is huge, which is why it is important to keep the track on the influence the mass media has on people. Analyzing the needs and wants of the humankind, journals, and magazines produce the information that is demanded most at the present moment. It is evident that each journal or newspaper has its target audience, which is predetermined by the information the given specimen of mass media produces.

Tracking the specifics of certain mass media and analyzing its features, as well as comparing it to another one, people can figure out the target audience for each, which is, doubtlessly, of huge importance. Conducting a careful analysis of the features of The New Yorker and National Geographic, one can define the target audience for each and, thus, figure out the impact of each of the publications on people.

Slicing the Articles in Significant Parts: The Analysis

Analyzing the articles in question, Magical Mystery Treasure from National Geographic by Caroline Alexander and Big Is Beautiful from The New Yorker by James Surowiecki, one must mark that these articles are quite enticing and provide an insightful observation of human nature in general and the actions that people take in the course of certain events in particular.

White Alexander tells about the mysterious treasure found in the English countryside and offers her ideas on who hid it, Surowiecki deals with the disregard of small businesses in the USA. What finds most interesting about Surowieckis article is that he manages to counter the politics of the USA government, whereas, in Alexanders article, the secret of the buried treasure and the historical events are the most delightful parts.

It is evident that in her article, Alexander splits the information into several tiny pieces, highlighting the first lines if the most important paragraphs. With such tactics, the author keeps the readers attention and does not allow him/her to keep track of the most important issues. Compared to this means of attracting the reader, Surowiecki merely offers only the most essential and the most enticing information.

Splitting the articles into several parts, one can see the recurrent details in both articles. It is obvious that each article has a dame structure. Also, the means of offering certain information are quite the same. Hence, it can be concluded that the given articles produce the same effect, creating an atmosphere of suspense and providing much food for thoughts.

It is evident that Alexanders article, which tells about historical issues and the magical mystery of the buried treasure, is narrative and logical, each conclusion following from the facts above, and chronically solid. Telling the enticing story of Roman defenders, Britons (Alexander), she manages to maintain chronological order.

In contrast to this article, Surowieckis creation swings backward and forwards, taking the audience from modern times to the long-gone events, and then again plunging people into the economics of present-day America. Hence, it must be concluded that, while Alexanders target audience consists of adventurous people who love history, Surowiecki aims at drawing the attention of the modern-day businessmen, economists, and financiers

However, it must also be kept in mind that both articles use the same reference to the past events and compare it to the present, which means that at certain points, the audiences which the given papers aim at the cross.

Defining the Target Audience: The Significant Detail

Speaking of the details that help to define the target audience of the articles and can be used as the characteristics of the given articles and the two magazines in general, one can mark the specific rounded font and the readable placement of the text. Also, the pictures in the articles help considerably to draw the specific audience to the information in the issue.

Taking Alexanders work as an object of the analysis, one should mark that the element arresting the readers attention immediately is the bright picture at the top of the article. Vivid and full of motion, it makes the whole text less dry and more appealing, thus, attracting the younger audience. Also, the name of the article is unusual as well, bright and striking. Compared to the article written by Surowiecki, who tells about Walmart and IKEA (Surowiecki) in an entertaining way, the given paper seems m entertaining.

However, it must be kept in mind that behind the funny image placed at the top of Surowieckis article, important and a little fry information is concealed as well, which justifies the choice of the picture. Therefore, the target audience seems even more obvious now  these are the busy and educated people who would like to learn important information sugared with a few elements of entertainment.

Thus, it can be considered that, despite the differences in the features of the articles, there is a lot in common between them, which allows suggesting that the public enjoying the given magazines consists of businessmen, clerks, and students.

The Sherlock Holmes Method: Relying on Deduction

Marking the elements that point to the specific target audience of the given magazines, one must mention the peculiar advertisements in the newspapers. Taking a closer look at the commercials in The New Yorker, one can see distinctly that each of them is business-related and concerns the newspaper itself and the means to access it; one of the examples of such advertisements is the e-Book reader.

Likewise, National Geographic makes use of the advertisements that relate to the key issues of the site, like nature and wildlife. However, the advertisements in the article also promote the means that help reading the newspaper and to learn the new information about the site, like IPad. Thus, the circle of the target audience of both newspapers narrows to relatively young business people who enjoy to be informed on the world news and use modern advanced technologies.

Conclusion: The Reflections on the Target Audience

Thus, it is obvious that there is more in common between the two articles than meets the eye. One cannot judge the entire journal by a dingle issue, yet there are specific characteristics that define each of the papers and create the reputation that attracts the attention of certain layer of the population. Hence, it must be admitted that the two articles have several things in common, which predetermines the public that buys the given papers.

However, it cannot be denied that the articles have several differences either, which means that the issues can attract the attention not only of the specified people but also the people with their own specific needs for certain information.

Since it is practically impossible to keep track of every single bit of the information that the given issues convey, it is obvious that the articles can attract the miscellaneous public that is hard to classify. It has been proved that both papers draw the attention of a certain group of people, which means that the initial theory has been proved.

Works Cited

Alexander, Caroline. Magical Mystery Treasure. National Geographic. 2011. Web.

Suroweicki, James. Big Is Beautiful. The New Yorker. 2011. Web.

Introduction

This paper will analyze a Television program known as Jacobs Cross. Jacobs Cross is a television drama series that is produced in South African by M-Net Original Productions (Klaus, 2004). The program is basically about influential business families that have vast interests in the oil industry. The families are battling to control Africas wealthy oil resources. The program mainly portrays affluent lifestyles that are characteristic of the wealthy businessmen in South African society.

Overall, the program educates the viewer on how morality issues prop up when powerful families are fighting over the control of strategic resources. In the episode analyzed, there is a social justice theme that revolves around solidarity when some family members get themselves into trouble (Klaus, 2004).

Scenes that Apply to the Social theme

In the Jacobs Cross episode that was watched the following scenes that apply to the social justice theme were observed: This episode begins in the morning by Jacob (the main act) calling his attorney and some other close associates about some important events of the day. The next scene shows Jacobs mum, Thembi Makhubu, in custody, and it seems like she is being prepared to attend a hearing.

While Jacob is still at home, a woman who seems to be his wife or girlfriend walks into the house and hugs and kisses him in a comforting way. The woman proceeds to pick a few things here and there while Jacob moves close to the window and stares blankly. He seems to be in deep thought. Some scenes that are not important to the social justice theme are shown before Jacobs mother is led into a court to answer charges. Jacob is shown in the sitting area with several people who mainly are family members and close friends.

Witnesses are shown taking their chances at the witness stand as the family attorney cross-examines them. At the end of the court session, Jacob goes to hug his mother and watches is she is led away into a waiting car by security officers. Jacob is pated lightly on the back by a person who seems to be his friend. He then walks slowly to a waiting car while holding his wifes hand, and they have driven away.

Observed body language, facial expressions, gestures, posture instances, modes of dress, nonverbal cues, symbols and other nonverbal forms of communication

A variety of head and facial patterns were observed in the analyzed episode of Jacobs Cross. Different types of glancing behaviors, some glances were short, others prolonged, and some seemed to be directed towards particular subjects. Jacobs wife was seen flipping her hair backward while tilting her hair upwards. This happened more than once. Head nodding was also a common facial and head expression seen in the program (Klaus, 2004).

The episode had so many instances of gestures. For instance, when Jacob and his associates walked into the court, a security officer stretched his hand to direct them on where to sit. Some characters were also seen to move their hands in the course of their talking. There were instances when hands were held, for example, between Jacob and his wife, and during greetings.

Several posture patterns were also seen. Some of the noted ones include leaning, body contacts mainly through shoulder hugging.

Interpretation of the nonverbal communication and symbolism

The different nonverbal forms of communication that have been observed in the watched episode of Jacobs Cross have different meanings depending on the situation and the people involved. For instance, when Jacob hugs his mother, he expresses love and by extension assures her that hes with her during these trying times. Jacob hugs and kisses, and holds his wifes hand in the course of the program.

This can be used to indicate to the viewer how the two are close to each other. Jacobs wife flips her hair to indicate her restlessness or try to attract attention. The security guard gestures to Jacob to go and sit at a certain location in the court. The gesture symbolizes that quite an environment of the court where talking is limited.

Significance of the interpretations of the sociological understanding of social theme in Jacobs cross

The social justice theme that plays throughout the episode gives the viewer an insight into the following. The characters give the viewers an example of how they should stand by their family members and friends during trying moments. It goes further to give the viewer a profound meaning of solidarity and offers the reasons why solidarity is important. The program helps the viewer to take note of and respect other peoples rights.

Generalization of the meanings to the society as a whole

The meanings of the different symbolism that is observed in Jacobs cross can be applied in the day to day life. The social justice theme in the program has deeper moral teaching that can provide a good example of how people should exist in society, especially regarding justice and solidarity with one another.

Conclusion

This paper sought to analyze the social theme in an episode of Jacobs cross and identify the different nonverbal forms of communication and their symbolism. It has been established the program revolves around a social justice theme that reflects the daily societal life. Different nonverbal forms of communication, such as gestures, facial and head patterns, and postures, were also observed. The nonverbal communications seemed to mainly express love and solidarity among the characters of the analyzed program.

Reference

Klaus, K. (2004). Content Analysis: an introduction to its Methodology. CA: Sage books

It is relatively easy to find the supporters of claiming the rights of those who have been somehow suppressed; e.g., feminists and the members of the LGBT community seem to have gained much more proponents over the past few decades (Ward, 2008). However, when it comes to providing their share of inalienable rights to the people who have crossed the line between the socially acceptable and the illegal, the situation seems rather ambiguous. On the one hand, criminals must be punished and treated accordingly; on the other hand, they are human beings as well, and, therefore, their rights have to be complied with; and having a personal attorney is one of those rights. In his famous movie, Gideons Trumpet, Robert E. Collins offers an insightful perspective on the issue.

Split in five parts, the documentary narrates about the crime that Gideon Trumpet, as known as Clarance Earl Gideon, committed (which, in fact, was breaking into a pool room to make a petty theft, i.e., steal some cigarettes and alcoholic beverages, as the existing evidence shows (Walsh, 2011, 14)), the arrest of the accused, the following trial procedure and the jury passing the verdict. As it has been mentioned above, the purpose of the movie was to show that even a criminal has the right to have someone to represent him in the courtroom.

To start with, it is worth admitting that the movie knows what it wants to say. It is clear from the very beginning that there is a solid idea behind the entire film, and that the audience going to be passionate about it because the authors of the story were. There are many elements that work to the advantage of the key idea mentioned above, and the characters are its strongest aspect. For example, the movie starts with the leading character, Gideon Trumpet, breaking the fourth wall to address the audience directly (Houseman, 1980, 0:39). Though the given technique might seem dated, it works well in the setting of a documentary. The portrayal of the cool-blooded and extremely hostile, prim and proper prosecutor, Abe Fortras, played by Jose Ferrer, also helps the audience immerse into the atmosphere of the absence of justice in the court. With John Houseman playing less stiff and more emphatic Earl Warren, the good-cop-bad-cop setting becomes complete, thus, adding to the impression that Gideon Trumpet is left completely on his own and with very little chance to prove his point ().

Speaking of the movies weakest points, one might consider the plot. The choice of the crime was the jump-the-shark moment of the entire movie. It was clear that the director decided to play safe and take a petty crime as an example so that the audience could make a connection to the criminal. However, this is the point at which the movie betrays its own ideas. The purpose of the movie was to show that anyone  literally anyone  has the right to have an attorney, which is why Collins could have much greater risks with the film. Actually, Collins could have taken much greater risks with portraying Gideon, making him look more controversial, and, therefore, the idea that literally everyone has the right to be represented by an attorney in a court would have been conveyed in a much more impressive way.

Hence, when it becomes obvious that Gideon was actually pressured into a theft and that his actions could actually be justified, the message of the movie might be understood in the wrong way. The key idea, which initially was that anyone, even the most hardened criminal had the right to be defended by a professional lawyer, turns into the supposition that likeable people who might or might not have committed the crime that they are accused of should use the assistance of an attorney (Godoy, 2005). However, with this likeable a character and this unjust an accusation, the message could be easily translated into the idea of providing lawyers only for the criminals who seem to have been the victims of a slander or who the audience can relate to. Even the fact that Trumpet actually did commit the crime passes unnoticed, because he is found not guilty in the end. Therefore, it can be assumed that whitewashing the leading character was Collins key mistake.

To its credit, though, the movie does a lot in terms of shaping peoples idea on the judicial system. Despite the few flaws that the movie has, one must admit that it does make an impression. Changing peoples perception of civil rights, it states in a very clear way that denying the rights even to a criminal makes the guiding principles of justice that the American jurisdiction is based on invalid (Caplan, 1996). Though the execution of the given idea in the movie might seem sloppy at times, it must be still admitted that Collins opinion makes a difference in the battle of wills that the given problem used to be in 80ies, and in this battle, Gideons Trumpet tips the scale between victory and defeat.

Reference List

Caplan, L. (1996). Why play-by-play coverage strikes out for lawyers. ABA Journal, 82, 62.

Godoy, A. S. (2005). Converging on the poles: Contemporary punishment and democracy in hemispheric perspective. Law and Social Inquiry, 30(3), 515548.

Houseman, J. (Executive Producer). (1980). Gideons Trumpet. Federal Way, WA: Worldvison.

Walsh, M. (2011). A sour note from Gideon Trumpet. ABA Journal, 97(9), 1416.

Ward, J. (2008). White normativity: The cultural dimensions of whiteness in a racially diverse LGBT organization. Sociological Perspective, 51(3), 563586.

Introduction

Sound remains a mostly undervalued medium in contemporary media despite significant technological breakthroughs which allow for complex manipulation and effects. Sound can be used for communication, cultural expression, and modality of experience. Ubiquitous soundscapes are created through prototypes of speech, music, and atmosphere (Jensen 2010). This report will investigate sound as a critical concept in contemporary media which can be used to convey meaning and interact with visual imagery.

Selection of Clip

The clip was selected due to the high impact and dramatic visual imagery that is presented. There were a variety of environmental shots that combined urban and rural landscapes. The video encompassed several points of view which could be used to portray distinct perspectives. Furthermore, the visuals maintained dramatic and thriller-like elements which were conducive to the portrayal of a highly emotional narrative. This was evident through the use of lighting, effects such as time-lapse or blurring, positioning and angle of the camera shot, and focus on certain visual aspects (raindrops on the window or flock of birds). The group felt the imagery could be efficiently combined with appropriate sound elements such as dialogue, foley, and special effects to create a specific atmospheric soundscape and narrative that was appropriate for the genre.

Genre Background

The genre that the group attempted to present through its soundtrack is a drama with sub-elements of suspense thriller and crime film. Genre is a simple but at the same time complex aspect. It is most often defined by comparing works of art by finding significance and similarities (Derry 2001). Genre consists of four fundamental elements of story, plot, character, and setting. Despite common misconception, thrillers of any type are not technically a genre but rather a style of directing that falls under a broader category of drama. It is a style due to unique characteristics of cinematography and editing which define a thriller, rather than the four elements of a genre (Reich 2017).

A thriller is most characterised by suspense, producing fascination and excitement from audiences. Additional feelings of anticipation, apprehension, and mild fear are also expected. It is a fast-paced melodrama. The sub-genre develops a plot based on unpredictability and potential consequences for the characters. Such films usually create tension which erupts during a climax in the plot that is the central point of the movie. Most often thrillers intertwine themes of other sub-genres such as crime, dramatic revenge, conspiracy, or horror. Some of the most iconic examples of thrillers in visual media were produced by Alfred Hitchcock that defines the genre with its emotion and suspense (Derry 2001).

Audiovisual and Technology

In most natural environments, humans receive information simultaneously using a combination of sensory modalities. The stimuli are bound by physical law so that auditory and visual elements produced by the same source form a specific spatial and contextual relation to the observer. Humans maintain a multi-sensory perception that consists of audio-visual interaction bridged by cognitive function (Kohlrausch & van de Par 2005). It is a multimodal metaphor which defines sound and image relations that have been largely dependent on the convergence of artistic form and media technologies available for the articulation of each element. Historically, technology has led to the separation of media and sound. However, by the mid-20th century, the model of sound-image articulation became a form of technical and artistic synthesis. The audio-visual interaction had a central role in the operational structure of the film. The existence of modern digital computing provides an infinite amount of possibilities for manipulation, generation, and synthesis of the auditory and visual. It allows for new paradigms of creativity and structure of audiovisual to arise, taking upon a dynamic and interactive form (Ribas 2016).

Using Sound to Convey Meaning

Media such as film combines visual and aural stimuli to communicate a specific message and present a narrative. However, viewers may have distinct perceptions due to unique backgrounds and experiences. Audio cues can serve a magnitude of functions, ranging from creating a mood, providing information, or advancing a plot. One of the central aspects of visual media being able to create an illusion of reality is its use of sounds. Sound is categorised into diegetic, which is audio elements inside the world portrayed in the images (dialogue, audio from interactions with the environment), and non-diegetic that consists of external audio (music and effects).

Sound can be inherently manipulated through volume, pitch, and tempo to accentuate a specific meaning or emotion. Through sound design, a particular scene can be added upon with depth. As sound technology developed, it has allowed providing for an optimal surround experience that a human would experience in real life. This allows for elements such as directional sound to indicate the source of the audio that can be utilised to drive the narrative. Spoken word is a sound element which can be implemented both in the scene or as a voice-over narration (Poyntz 2002). Distinct spoken word elements (such as narration or accents) help shape certain subtexts of the film or character traits that would be indistinguishable through visuals alone.

Emotions in Sounds

Acoustic cues help an observer to comprehend physical and spatial characteristics within the narrative meanings of space, objects, and characters in a visual media. One of the aspects significantly influenced by sound is an emotion which is guided by cognitive association. Emotional communication can occur within three dimensions: innate neurological stimulus, associative schema (prototypes), and symbolic meaning (cultural). Emotions are complex, therefore difficult to communicate directly. It is often through conventional metaphors or preestablished schema that a viewer can begin to experience some elements of emotion. In audio-visual media, sound is implemented to create emotion through metaphors, motifs, and aesthetics. Sound design uses specific metaphoric strategies which connect qualities of objects, characters, and plot to associated auditory cues (Fahlenbrach 2008). In an interaction with visual features, sound begins to create a relational arrangement and associations for the viewer, which overall begins to provide a critical conceptualisation that impacts one of the emotional dimensions.

Sound in Contemporary Media

The modern multimedia world requires an understanding of the audio modality. The wide availability of technology makes sound design critical for the use in multimedia applications ranging from film to marketing. Sound serves a vital role in the communication of information in entertainment, products, and even interactive interfaces. It has become an expectation of the contemporary consumer to receive auditory stimulations for guidance and orientation in the media environment or perception, adding to the immersion experience and enjoyment of the product. This is used by various visual media as well as marketing to strengthen particular cognitive associations that contribute to a sense of realism when intaking any imagery (Collins & Kapralos 2014). Overall, it is evident that sound is a key concept behind any visual media which helps to drive the narrative, emotion, and experience that the audience expects.

Reference List

Collins, K & Kapralos, B 2014, Sound design for media: introducing students to sound, The Journal of Sonic Studies, vol. 6, no. 1, Web.

Derry, C 2001, The suspense thriller: films in the shadow of Alfred Hitchcock, McFarland, Jefferson, NC.

Fahlenbrach, K 2008, What if learning analytics were based on learning science, The Journal for Movies and Mind, vol. 2, no. 2, pp. 85-103.

Jensen, K 2010, What if learning analytics were based on learning science, Scientific Journal of Media Education, vol. 17, no. 34, pp. 15-23.

Kohlrausch, A & van de Par, S 2005, Audiovisual interaction in the context of multi-media applications, in J Blauert (ed), Communication acoustics, Springer, Berlin, Germany, pp. 109-138.

Poyntz, S 2002, Visual storytelling and the grammar of filmmaking, Open Learning Agency, Vancouver, Canada.

Reich, J 2017, Exploring movie construction & production: whats so exciting about movies? SUNY, Geneseo, NY.

Ribas, L 2016, Sound and image relations: a history of convergence and divergence, Web.

Abstract

A social media network is defined as a social structure of individual or multiple people, who are related to each other directly or indirectly based on a common relation of interest like friendship, trust, etc. Social media analysis is the study of social networks to understand user’s behavior. In recent time social media analysis is popular term due to its use in different applications from product marketing like viral marketing to search engines and organizational management. Recently there has been a fast increase in interest regarding social media analysis in the data mining. The basic motivation behind social media analysis is increasing demand to exploit knowledge from large amounts of data collected and to know social behavior of users in online environments. Data mining based techniques are proving to be useful for analysis of social media data, especially for huge amount of datasets that cannot be handled by traditional database management system.

Big Data is a very popular term today. Everywhere all types of companies and organizations are talking about their Big Data solutions and Analytic systems. The source of the data used as input in these systems varies so one type of data is of great interest to most companies and organizations is Social Media Data. Social Media applications like Twitter, Facebook and Instagram are used by a large population around the world. The ability to instantly connect and reach other people and organizations over large distances is an important part of today’s society. Social Media applications allow users to share opinions, comments, ideas, and media with friends, family, organizations, and businesses. The data and information contained by these comments, ideas, and media are usable for many types of organizations. Through Data Analysis and Mining, it is possible to predict specific behavior of users of these social media applications.

1.1 Objective:

Throughout the past years, we have seen a lot of growth on the event of social media. Social media helps multiple people to communicate and users can share their thoughts through social media. Many organizations promote their product and services with the help of social media. Many social networks are available and there are a unit over thousand social media sites available on the internet. On twitter users tweets millions of tweets per day. These tweets contain large amount of information this information can be useful for an organization to enhance their products quality. The main objective of this research is to find out completely different techniques of analyzing the huge amount of social media information. This paper contains techniques that can facilitate in revealing the competition’s promoting strategy together with their data, people, and messages.

Advantages:

• This will help organizations to grow fast.
• This will help organizations in fastly decision making.
• This will be an evolution in market tactics.
• This will help in understanding current social culture.

1.2 Purpose:

Every day massive size of data is produced by social media users which can be used to analyze their opinion about any event, movie, product or politics. We can use Big Data technology and its tools like Flume. Flume is a distributed and reliable tools use for effectively collecting and transferring huge amount of streaming data set in HDFS (Hadoop Distributed File System). then we use Big Data technology to analyze that data.

2.1 Introduction to Technology:

2.1.1 Big Data Definition:

•  Big data is a term that describes the huge amount of data both structured and unstructured.
•  Big data is data sets that are so massive and complex that traditional database management system or software can’t handle them.
•  Big data is a term that refers to a process that is used when traditional data mining and handling techniques cannot find out insights and useful information from large amount of dataset.

2.1.2 Big Data Characteristics:

Big Data have five characteristics also known as five v’s of Big Data

1. Velocity
2. Variety
3. Volume
4. Value
5. Veracity

2.1.2.1 Velocity:

Velocity means speed on which huge size of datasets are produced, collected and analyzed. As we know each day the number of social media messages, email, photo, videos, etc. growing very rapidly speed around the globe. Each and every day datasets is growing so fastly. Not only it is analysis, but the speed of getting of data and access to the data must also remain instantaneous to allow for real -time access to credit card verification, website and instant messaging. Big data technology gives us permission now to analysis of data while it is producing without save it this data into database.

2.1.2.2 Variety:

Unstructured Data: – this type of data either does not has a fixed data model or is not saved in a fixed manner. This type of information text-heavy. In other words unstructured data is something that is at the other end of the spectrum. Unstructured data can be in any form like texts, audios and videos. We can’t identify by looking at the datasets what this data mean, unless we apply understanding of humans to it. Structured Data: – this type of data is the data that stays in a fixed field in a record. This includes data collected by a relational database and spreadsheet. This type of datasets has the advantages of easily entered, saved, queried and analyzed by users. Semi Structured Data: – this type of datasets is a part of structured data that do not conform with the normal structures of datasets model that is contained by relational database or other types of data tables.

2.1.2.3 Volume:

Volume means huge size of data is being produced every second from social medias, cell phone, photographs, car, credit card, videos, etc. The huge sizes of data have become so big that we can not store this data by using traditional database system like RDBMS. We now use distributed system, on which part of the data is saved in different locations and brought together by software to analyze this data.

2.1.2.4 Value:

Value of data pointing to the worthiness of the data that is generated. Endless amount of data is a thing but this data is useless if it cannot be turn into value .

2.1.2.5 Veracity:

It means the quality or trustworthy of the dataset means how correct is all these data? If we talk about all the Twitter post with hash tag. and the accuracy and reliability of all this data. Collecting large and large of data is no use if the trustworthiness or quality is not correct.

2.2 Tools and Framework:

2.2.1 Framework:

1. Hadoop

2.2.2 Tools:

1. Data Analyzing Tools
   1. Pig
   2. Hive
2. Data Ingestion Tools
   1. Sqoop
   2. Flume
3. Data Visualization Tool
   1. Power Bi

2.2.1.1 Hadoop:

Hadoop is a distributed framework from the Apache Software Foundation. It is an open-source framework that is written in Java. Hadoop works on Distributed processing. It is an effective framework to run jobs on multiple nodes of clusters. It processes large size of datasets on cluster of commodity hardware. Hadoop was developed by Doug Cutting. Hadoop name was given by Doug Cutting it was the name of his son’s toy elephant. Hadoop was developed in the year 2002 by Doug Cutting which was used to build a web search engine that was an open source web search engine. Hadoop works on master and slave architectures. Name node (Master node) has information of all other nodes. All the data are present at slave node. Slave node (Data node) is use to p reform computation on data that is present at node.

Hadoop ecosystem has three main Components in ecosystem

1. HDFS
2. MapReduce
3. YARN

HDFS (Hadoop Distributed File System):

This stands for Hadoop Distributed File System. HDFS is a distributed file system which allows users to store files that have large sizes. This is an extension on Google’s File system (Google file system). It is designed in the way so it can run on commodity hardware. HDFS has some features like fault tolerance, high availability, data reliability, data replication and scalability. HDFS is useful for apps which produce with huge amount of data. HDFS is known as most reliable data storage file system.

HDFS Architecture:-

Hadoop Distributed File System works on Master and Slave architectures in which Master node is Name Node which store meta-data about all other nodes and Slave node is Data Node that store the real data that user wants to store. HDFS Architecture contain one Master Node and other nodes which are Slave Nodes.

Fig1- HDFS Architecture

Name Node (Master Node):-

Master Node is also known as Name node. Master Node stores metadata like numbers of data blocks, replication of blocks and other information about data. Metadata is present in memory in the name for fast accessing of datasets. Master Node maintain and manage the data node or slave node, and assigns task to slave nodes.

Data Node (Slave Node):-

Data Node is also known as Slave node. In Hadoop Distributed File System, Data Node stores real data in HDFS. Data node apply read and write operations on the request of user.

Features of HDFS:-

Fault Tolerance:-

Fault tolerance is and important feature of HDFS. Fault tolerance means the working power of any system in bad situations and how the system can perform against this type of situation. As we know HDFS is provide high fault tolerant to user because in Hadoop file system data is partitioned into data blocks and multiple data copy or replicas of data blocks are stored on multiple nodes across clusters. So if any node in the clusters goes inactive or node crashed then a user can access data from nodes which have same data of their data block. Hadoop Distributed File System also maintain replication factor of data by making multiple copies of data blocks on other rack in system so if a node go down, then user can get data from another node available in other rack.

High Availability:-

It is a high availability file system because as we know data on HDFS is replicated at nodes in clusters by creating replication of the data blocks on the nodes available in HDFS clusters. So when a user or client wants to get data, then user can get their data from nodes that keep its block and that is present on closet nodes in clusters. And during unfortunate conditions and like a when node get fail or in case of dead nodes user can easily get data from another nodes which have replicas of data. Because multiple copies of block which have same user dataset are made on other node available in cluster.

Data Reliability:-

It is a distributed file system that provides efficient storage of data on framework Hadoop. it can save data in range of hundreds petabytes. It does partition of data in block and then store these blocks at node available in cluster. It store dataset reliably by replication it create a copy of each block available at node present in clusters so we can say that it give fault tolerance to user. If any node that contains data goes inactive, then client can quickly access that data from another node which have a copy of same data. It by default makes three copies of data blocks contain data present in nodes cluster because default replication factor of HDFS is three. So data is available quickly to all the users so user does not needs face any problem of data loss in file system that is HDFS. Hence we can say HDFS is provides us high reliability.

Replication:-

It is one of the most unique and important features of Hadoop’s file system that HDFS. In this replication of dataset is done so we can user can overcome from the problem of data loss in unfortunate condition like hardware failure, crashing of any node etc. Since data is replicated across a many numbers of node in the cluster by creating blocks. The process of replication is maintained by HDFS at regular time intervals and HDFS creates replicas of user data on many nodes which are present in cluster of system. Hence when nodes in cluster go inactive or nodes are dead then client can get their data from another node which are active and have blocks of that dataset. Hence here user has no possibility of data lost that is stored at HDFS.

Scalability:-

As we know Hadoop Distributed File System save data on many nodes in clusters. When require more nodes so user can scale up cluster. It provides two scalability mechanisms available one is Vertical scalability means add more resources like CPU, Memory and Disk on existing nodes of cluster and other way that is horizontal scalability means add more machines on cluster. Horizontal way is used more because user can scale the number of clusters from 10 nodes to 100 nodes on less downtime of cluster.

Distributed Storage:-

In Hadoop Distributed File System all the features are achieved with the help of distributed storage of data and replication of data. HDFS save data in distributed manner on nodes in HDFS clusters (collection of node). In Hadoop Distributed File System data is divided into blocks and then these data blocks is stored on the nodes available in HDFS cluster. And then replication is done so replicas of each and every block are created and then stored on other nodes available in the cluster. So if a node in the cluster gets crashed we can easily recover our data from the other nodes which contain its replica of data.

MapReduce:

Map Reduce is processing layer of framework Hadoop. Map Reduce is a programming model developed to process huge amount of data in parallel by partitioning work in sets of independent task. User needs to put logic for Map Reduce works and other process will completed by framework Hadoop. Complete job that is input by user to name node is divided in small work known as task and now these tasks are assigned to data nodes. Map Reduce scripts are written in a fixed style or format effected by functional programming construct, specifically to process lists or collection of datasets. Here in Map Reduce we get input as lists and MapReduce converts this into output that is also a list. MapReduce is heart of Hadoop. Hadoop is powerful because of MapReduce as MapReduce provide processing of data in parallel. Working of MapReduce:

Fig2- Working of MapReduce

Input data that is provided to mapper is processed by user created or defined function that is written on mapper. All desired advanced logic is created on mapper level so complicated processing is completed by mapper in parallel we know numbers of mapper is more than number of reducer. Mapper produces an output that is an intermediate data or intermediate output and this produced output used as input at reducer. This intermediate output is then process by client defined function which is written on reducer and then final output is produced. In reducer light processing is completed. This final output is then saved at HDFS and replica of data is created by Hadoop Distributed File system.

YARN:

Yet Another Resource Negotiator (YARN) is the resource management component of Hadoop. Yarn was purposed in Hadoop version 2. YARN is like an operating system for Hadoop as we know operating system is use for resource management so YARN is also used to manage resource for Hadoop. It doesn’t do resource management it also does scheduling of job in Hadoop. Yarn increase the ability of Hadoop to other growing technologies so they can use of HDFS (Hadoop Distributed File System).YARN is also an operating system for Hadoop version. The architecture of Hadoop version 2 gives a general purpose data processing environment which is not just to MapReduce. It allows users to run some different type of frameworks on same type hardware on which Hadoop framework is installed.

2.2.2.1 Pig:

• First PIG is developed as a research project at Yahoo in year 2006.Pig is a tool for analysis of huge size of dataset that are saved at HDFS.
• Pig is a component of Hadoop Ecosystem.
• It is like SQL. First it loads the data, applies filters and dumps data in format that is required for clients.
• Pig is tool that allows Hadoop programmers to write data analysis programs because it works on Pig Latin language it is a high level language.

2.2.2.2 Hive:

It is an open source data warehouse and also a component of Hadoop ecosystem. It is built on Hadoop. Hive is data analyzing tools for analyzing and querying large amount of data. Hive mainly performs three functions data summarization, query and analysis. Hive use HiveQL (HQL) language that is same as to SQL language. Hive was designed by Facebook then Apache acquired Hive. Now many originations using Hive like Netflix and Amazon. Hive can process data that is stored at EXT4 and HDFS. It can load data in the form of internal and external tables. When user create table in Hive by default it is internal table to create external table user needs to mention keyword external during creation of tables. Hive provides two important concepts partitioning and bucketing. Partitioning is used for grouping same type of data based on a column or partition key and bucketing is used for create buckets of data.

2.2.2.3 Sqoop:

• Apache Sqoop is a data ingestion tool and this is part of the Hadoop Ecosystem.
• It transfers the data between the relational database system and the Hadoop Distributed File System.

2.2.2.4 Flume:

• Flume is a data in Ingestion tool and flume is also part of Hadoop ecosystem.
• Flume is a distributed and reliable tools use for efficiently collecting and moving huge amount of streaming dataset into HDFS (Hadoop Distributed File System).Data flow model of flume is showed in figure below:

Figure 3- Flume Data Flow

Flume source take event as input provided to it by an external sources for example web server. External source sends event to Flume in the format that is known to target Flume source for our project web server is twitter. When a Flume source get an event as an input it save these events in single or multiple channels. Channel is a temporary storage that keeps the events until it’s absorbed by sink. Sink removes the events that are stored at channels and then put them into an external file system that is HDFS or it can forward it to source of the next agents if we have multiple hops in flow. Source and sink of given agent execute asynchronously with input event staged in channel.

2.2.2.5 Power Bi:

Power Bi is a data Visualization Tool. Power BI is a suite of business analytics tools that deliver insights. It produce some reports according to data, these reports are useful for business.

3.1 Methodology:

3.1.1 Extracting Social Media Data with Flume:

The social media Streaming API gives a constant stream of social media data coming from the application it must reside in HDFS securely. The security can be ensured by the generation of keys at the time of creating an application in social media.

3.1.2 Querying JSON Data with Hive:

Hive will expect the input data in a delimited row format. But the social media data will be in a JSON, format. So to handle this type of data hive wil l use Hive SerDe interface to interpret the data which comes through social media. SerDe means Serializer and Deserializer, these are the interface that make Hive to exchange data in the form that Hive tool can process. Deserializer interfaces are used when user reads data from the disk, and converts data into format where Hive can manipulate this data. The data has some structure and sometimes it don’t even have a structure, but certain fields may or may not exist. This semi structured nature of the datasets makes the datasets very hard to query in a traditional databases. Hive can process this data. So, eventually Hive can also handle the log files of web servers which may be in CSV, TSV or any unstructured, semi-structured formats.

3.2 Analysis Diagrams:

3.2.1 Block Diagram:

Fig4- Block Diagram

3.2.2 Data Flow Diagram:

Fig5- Data Flow Diagram

3.2.3 Use Case Diagram:

Fig6- Use Case Diagram

3.2.4 Activity Diagram:

Fig7- Activity Diagram

3.2.5 Class Diagram:

Fig8-Class Diagram

3.2.6 Sequence Diagram:

Fig9- Sequence Diagram

3.3 Glossary:

HDFS: HDFS stands for Hadoop Distributed File System . HDFS is a distributed file system which allows users to store files that have huge sizes. This file system is based on Google’s File system (Google file system). It is designed in the way so it can run on commodity hardware. HDFS has some features like fault tolerance, high availability, data reliability, data replication and scalability. It is useful for apps which produce large size of data. It is known as most reliable data storage file system.

4.1 Conclusion:

This above study gives knowledge about the technology Big Data, it’s characteristics, features, and classifications. This report possesses the basic and technical information about social media analyzing and architecture of it in big data. It explains the components of Hadoop like HDFS (Hadoop distributed file system), Map-Reduce, yarn, Pig, Hive, HBase and Sqoop and flume. This report mentions the process of social media analyzing using technology big data and framework hadoop.as user grows on social media the data is growing very rapidly, to analyze this large size of datasets technology Big data is widely used in different-different organizations.

4.2 Future Scope:

As time grow number of users increase on social media platform. Social Media platform allow these users to share their comments, opinions, ideas, and media with friends, family, businesses, and organizations. The data contained in these comments, ideas, and media are valuable to many types of organizations so with the help this analyzed data and insights organizations can customized their product and improve the quality of product according to users need. Analysis of social media data help many organizations and as the time grows the number organizations will increase which use social media data analysis to enhance their product quality.

References:

1. http://hadoop.apache.org/
2. https://data-flair.training/blogs/hadoop-tutorial/
3. http://hadooptutorial.info/category/pig/
4. https://flume.apache.org/
5. https://data-flair.training/blogs/category/hdfs/
6. https://flume.apache.org/Flume_User_Guide.html
7. https://hadoop.apache.org/docs/stable/index.html
8. http://hadooptutorial.info/category/hive /
9. https://data-flair.training/blogs/hadoop-mapreduce-tutorial/
10. https://hadoop.apache.org/docs2/stable/hadoop_project_dist/hadoop-common/ClusterSetup.html
11. https://hadooptutorial.info/category/sqoop/
12. https://www.edureka.co/blog/hive-tutorial/
13. http://hadooptutorial.info/category/pig/
14. https://flume.apache.org/
15. https://data-flair.training/blogs/category/hdfs/
16. https://hadoop.apache.org/docs/stable/index.html
17. https://data-flair.training/blogs/hadoop-mapreduce-tutorial/
18. https://data-flair.training/blogs/hadoop-mapreduce-tutorial/
19. https://hadooptutorial.info/category/sqoop/
20. https://www.edureka.co/blog/hive-tutorial/

In the course of recent years, communication field had experienced a great deal of progress as the number of communication social networking sites have increased. The developing communication channels have figured out how to advance into the market coming about to rivalry among various communication media making communication needs less expensive. Internet sites have had a noteworthy impact in upsetting communication change. Remarkably, there have been various phases of advancement in the said field with notable many advancements that have been encouraged by the social networking sites. At present, various innovations and techniques have been utilizing social networking sites in a superior manner for social advantages and to contact their clients (Ivanauskas, 2009). Long range interpersonal communication is the most recent buzz added to empower clients cooperate with their loved ones. Long range interpersonal communication incorporates, Orkut, Twitter, Whatsup, Instagram, Facebook, Snapchat and Myspace. These social networking internetsites are in the market and they are making their essence felt the same number of individuals are joining their favored systems to speak with their loved ones careful their sites. In any case, the previously mentioned social working sites have made an extension hole among loved ones who can’t keep or keep in contact. There are a lot of stages that are worked as online networking roads since individuals are ceaselessly observing the effect that they can have both in the data entry and monetarily. With internet based life, the world has taken another move that was not accessible before as introduced by online life. In this paper, I will take a gander at how internet based life helps in the quick spread of data.

SixDegrees.com was the main online network to be made in the 1997. This application enabled clients to customize their very own profile pictures and names and they were accessible to their friends thus they could add them to their friends list. In any case, social communication site did not get away from the tide cyber security and inconveniences while using the site consequently it was shut (Adrian, 2008). Progressively social working sites were discovered later which increment the time spent by friends and ones consistently. Shockingly, since 2007, the significant internet traffic have been brought about by network sites and it have encountered an expansion of 230% (Diana, 2010). In Unite Kingdom (UK), time spent on internet increased at a margin of 60% between the years 2008 to 2011. Likewise from the statistics, the normal age of the dynamic social networking users is transcendently high in 20 to 30 because of various reasons.

The fame of online networking sites is just more significant when proven the crude data behind it. More than 600 million people have been enrolled Facebook users by the age of 2010, more than 25 billion tweets had been dispatched in 2010, and several billion movies are watched with regards to day on Youtube (Royal). Since the discovery of the Internet, offices have utilized it as an outlet to advance it expanding clients and income, nevertheless with the creation and acknowledgment of internet-based social networking sites, the techniques associations advance it online changed. Organizations should no longer actually post an advert on a internet web page and pause, they must be more concerned by building up an entirely different task to publicizing through internet-based social networking site.

Online networking helps in the brisk data spread because of the gigantic degree of development. The internet based life stages today are running with individuals consistently. The realities that there is no online networking records limit regarding which one can join, individuals will join various stages that they believe are preferable better over the others. A few people are as of now in every one of the websites that are accessible, and they can trust that another one will be presented with the goal that they may have a trial of the new experience. In such a situation where an individual has more than for instance, five records, of various online networking stages, they will quiet interact at all their friends in the diverse stage on a single tick of a repost. With such a move, at that point whatever there was will be spread in a particular spot as well as internationally.

Internet-based social networking cost of spreading is extremely low. In the current world, the internet can be said to be the fourth essential need. It is a genuine battle for an individual who does not have some internet association. Furthermore, the internet is every one of the one needs with the goal that they may quickly spread something when they need to. With the internet just and without making a month to month or premium membership, it winds up feasible for an individual to post or access posted data from companions. The expansive access to the internet through viewpoints, for example, Wi-Fi has been fundamental in ensuring that individuals don’t miss anything when they don’t have money to pay for internet data. Wi-Fi access would now be able to be found in most social spots ensuring that individuals don’t miss a detail of the current issues as they happen.

Internet based life helps in the quick spread of things by allowing the clients to have a numerous record for various spectators when required. There are internet based life accounts which confine on the quantity of individuals who can pursue a personal account, yet it doesn’t imply that one can’t make another social networking site. Along these lines, individuals may choose to contact various individuals utilizing various social networking sites which will mean the sieving of data before posting. There are different posts which can be shared in different social media. Thus an individual will get the attention of individuals from different regions and inform them what is happening in the world.

Online life has been one of the biggest advancement that have been created in the present time of data trade. Numerous individuals have received the mechanical advancement and are utilizing it to expand on their correspondence capacity. What has made it significantly progressively extensive is the way that it is sloppy and gotten to with accommodation. Not really are individuals in online life scanning for data, in certain cases, individual are in internet based life stages attempting to make the most out of their public activity, however in their looking over, they will in general discover some data that may be significant for their progress in life. Moreover, that is the way data has been made to circulate around the internet, by blending it with what individuals like. Thusly, individuals are getting prepared without realizing that it is going on.

By the year 2011, around $31 billion will had been spent for internet based publicizing, with internet based life sites guaranteeing 11% of that. This measurement alone proposes basically how basic organizations trust its miles to put it available on social sites, anyway for a venture to be effective with an online life publicizing and advertising promoting effort nowadays, it takes significantly more prominent than just money. Organizations online should be locked in, useful, to be had, and exciting to build buyer leisure activity notwithstanding pay. The manner in which organizations advance it can fluctuate from one Internet site to another, building up a bigger endeavor on how associations approach promoting efforts.

For instance, many youth clients on Facebook have detailed that they are bound to take an interest in casting a ballot in races on the off chance that they see their friends in the online network likewise being dynamic political members. It can’t be denied that online life can really encourage political change through the dispersal of data and the activation of gatherings of similarly invested individuals. While previously, adolescents once in a while watched or read the news, today, on account of internet based life center points, youths are more educated than any other time in recent memory with breaking news regularly being discharged on internet sites like Facebook. Obviously, the social and expert advantages of internet based life sites can likewise not be denied. By having the option to impart in a split second with companions in their neighborhood well as those spread everywhere throughout the world, online youths can support kinships and reinforce the lines of communication. They can even make new friends from assorted nations and societies, expanding their social mindfulness. Online networking even has a task to carry out in systems administration and vocation improvement, with internet sites like LinkedIn helping youths to discover job opportunities.

With the production of Facebook, offices were enabled to make a loosened organization internet site page with realities around their business venture immediately perceptible to more than 800 million clients in 2011 (Statistics), and now not least difficult may need to they make free manager profiles, partnerships had the chance to pay for promoting on-line which would be distinguishable to each of the 800 million clients round the area on any page clients had been taking a gander at on Facebook. Anyway it isn’t just the sheer measure of people who will see a notice on Facebook that makes it fruitful, promotions posted on Facebook are locks in. This implies individuals can ‘like’ an advert and clients will immediately be equipped for see which of their buddies ‘like’ that commercial. Along these lines with the extra ‘loves’ a business has the more individuals will see their page to perceive any reason why they might be so fruitful. On sites like Twitter where clients can regularly ‘tweet’ a couple of occasions 60 minutes, while gatherings endeavor to sell themselves, they are anticipated to do likewise, give new and fair measurements during the day with an end goal to keep up capacity clients educated on what is an occurrence standard about the business.

According to different statistics and articles that are related to online communities, it is evident that recent market trends are revolving social networking sites and many companies and organizations are using are using this to reach the heights of their businesses. Many teenagers are spending a lot of their time online hence it is interesting to incorporate and utilize this new trend to the learning and teaching process (Pingdom, 2010). According to prediction from the experts, spending on social media is expected to grow by 180% from $980 million to $3.3 billion in United States. As a result, online revenue of the different social networking websites such as Facebook will increase (Zarina, 2009). It is not a surprise to observe that youth related companies have shares of internet marketing. Modern marketing companies are making tools that will help to observe trends of this websites in order to make use of them. In fact, many companies and organizations adopt social networking sites as their marketing tools and major outlets of publicity and advertising.

Some business can totally abstain from considering online networking like wholesalers since them simply managing another business. Since internet-based social networking become more power, association confronting challenges to gauge their presentation. They should have explicit procedure for internet based life or even organizations could have one uncommon unit that handle inputs and reactions from client. Any negative inputs should catch eye and they need to talk about on the most proficient method to respond with any negative remarks. Any negative reaction from clients will be there on net until the end of time. No real way to expel that and hence, organizations that keep away from consider online networking will lose a few clients.

Online networking is innovation that depends on any organization cooperation to improve that there is the creation and the sharing of interests, thoughts, professions and different types of dialects that impart basically (Kaplan and Haenlein, 2010). There are a lot of stages that are worked as internet based life roads since individuals are consistently observing the effect that they can have both in the data section and monetarily. With online networking, the world has taken another move that was not accessible before as introduced by internet based life. In this paper, I will take a gander at how internet based life helps in the fast spread of data.

Internet based life helps in the speedy data spread because of the huge degree of development. The internet based life stages today are rushing with individuals consistently and consistently. The realities that there is no online life records limit with respect to which one can join, individuals will join various stages that they believe are preferred doing over the other. A few people are as of now in every one of the records that are accessible, and they can trust that another one will be presented with the goal that they may have a trial of the new experience. In such a situation where an individual has more than for instance, five records, of various internet based life stages, they will quiet arrive at all their companions in the distinctive stage on a single tick of a repost. With such a move, at that point whatever there was will be spread in a particular spot as well as all around.

Online networking cost of spreading is low. In the advanced world, the internet can be said to be the fourth fundamental need. It is a genuine battle for an individual who does not have some internet association. Also, the internet is each of the one needs with the goal that they may quickly spread something when they need to. With the internet just and without making a month to month or premium membership, it winds up workable for an individual to post or access posted data from companions. The expansive access to the internet through perspectives, for example, Wi-Fi has been essential in ensuring that individuals don’t miss anything when they don’t have assets to buy packs. Wi-Fi access would now be able to be found in most social spots improving that individuals don’t miss a detail of the endeavors as they go down.

Internet-based social networking helps in the fast spread of things by allowing the clients to have a various record for various spectators when required. There are online networking accounts which confine on the quantity of individuals who can pursue an individual, yet it doesn’t imply that one can’t make another record. In this way, individuals may choose to contact various crowds utilizing various records which will mean the sieving of data before posting. There are different posts which can be shared by all still. Henceforth an individual will get the gathering of individuals from their development and offer what there is to the world.

Online life has been one of the most critical viewpoints that have been created in the present period of data trade. Numerous individuals have received the innovative advancement and are utilizing it to amplify on their correspondence capacity. What has made it much progressively impressive is the way that it is shabby and gotten to with accommodation. Furthermore, since we are in an age that qualities plunking down and be presented with all the fixings, there is nothing that will beat internet-based social networking as a wellspring of data. Not really are individuals in internet based life scanning for data, in certain cases, individual are in internet based life stages attempting to make the most out of their public activity, yet in their looking over, they will in general discover some data that may be significant for their advancement life. What’s more, that is the manner by which data has been made to become an internet sensation, by blending it with what individuals like. Along these lines, individuals are getting prepared without realizing that it is going on.

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‘Sometimes in April’ is a story of Rwanda, steeped in the images of past ethnic discrimination which was systematically initiated by the Belgian colonialists. The film, written, directed and produced by Raoul Peck, analyzes in ambitious detail, the horrific events that devastated millions of lives during the unprecedented 1994 outpour of terror and violence in Rwanda.

There will be little understanding of the genocide without recourse to the roles of the colonialists. This understanding must have prompted the film producer to begin the film by showing a map of Africa captured in a long shot. The map gradually zooms in to give a close shot of the map of Rwanda, which is quickly followed by a scrolling screen text of the history of Rwanda: “For centuries, the Hutu, Tutsi and Twa of Rwanda shared the same culture, language and religion. In 1916, Belgium took control of Rwanda from Germany and installed a rigid colonial system of racial classification and exploitation” (‘Sometimes in April’). By giving a glimpse into the history of colonialism, ‘Sometimes in April’ tries to correct what Mamdani has observed as the ‘silences in academic research’ on the Rwandan genocide. These silences relate to the presentation of the Rwandan genocide as an anthropological oddity with no history or plausible reasons to account for its occurrence. These colonial historical details are reinforced succinctly by Clark in ‘The Gacaca Courts, Post-Genocide Justice and Reconciliation in Rwanda’.

The most significant contribution by the Belgians to the widening social, cultural and economic divide between Hutu and Tutsi, however, was the introduction of ethnic identity cards in 1933. The Belgians issued an identity card to every Rwandan man and woman that indicated whether he or she was a Hutu, Tutsi or Twa. Numerous factors determined an individual’s ethnic categorization, including his or her ownership of cattle. Individuals with ten or more head of cattle were classified as Tutsi, along with their offspring; those with fewer than ten were classified as Hutu. After 1933 people received their ethnic classification according to their father’s line. This system continued throughout the twentieth century until it was abolished after the genocide. It was often on the basis of identity cards that Hutu killers identified Tutsi whom they massacred in 1994.

The elevation of the Tutsis over the Hutus created resentment among the Hutus, who were the majority tribe. The narrative device of the film with the filmic techniques underscores the potential of the film as a testimonial. A deep voice-over immediately commences after the screen text, layering further historical details on the camera’s bird’s-eye view of an expanse of Rwandan’s flora. This montage technique lets the viewers into a visualize space of Rwanda, and allows them to internalize the features of a country that experienced a devastating act of mass butchery in which nearly one million Tutsis and moderate Hutus were killed in a space of three months by Hutu extremists. Bah recounts that “the genocide in Rwanda between April and June 1994, which was central to the crisis of the region, was one of the most gruesome massacres of civilians since the Holocaust during the Second World War”. These events are represented in complex ways by the film, especially through a multilayered character-based dramatic narrative that carefully weaves together a lot of ‘true stories’. In the course of the pre-production of the film, the producer/director Raoul Peck travelled to Rwanda to meet with some of the witnesses, who have been mainly victims of the events. As part of his research, he listened to them and took strong notes. The harrowing first person-accounts convinced him of the need not just to bring their nuances to a global public by situating the events in a wider historical framework, but to invite considerations of the real and symbolic import of those blighted days on humanity. By juxtaposing these first person accounts with fiction, Peck turns the film into a mosaic that lays out fundamental aspect of an intricate puzzle. The benefit of this was the extent of the verisimilitude imposed on the film. Put together, the film was able to make a powerful statement about the relationship between present and past, the importance of history, communal memory, and healing.

‘Sometimes in April’ can be located within the framework of a growing body of texts on historical trauma and memory studies. It evokes memory in order to explicate the ways in which it discursively works through a historical event of traumatic magnitude. It mobilizes imagery in a dramatic narrative populated by proximate characters, while inviting informed viewers to revisit, and uninformed viewers to witness scenes from the past. It calls attention to the spectral or haunting property of some forms of memories that are to be retrieved from the past, despite the pain they caused or the forms of denial they produced. It also examines how the reconstructed memories of the past that others have made consciously manifest through testimonials affect perception of that past. For instance, in one of the memorable flash forwards in the film, Augustin Muganza is captured by the camera reading a letter from his brother Honore, who is languishing in detention for crimes against humanity committed during the genocide. The letter is relayed in Honore’s voice-over: “My dear brother, the rains are here, it is April again. How many years since we have spoken. From my prison I am writing you this long due letter. I don’t expect pity or love. I know that despite all the graves in your life, you have found something to live for. It was not supposed to happen this way; the war, the killings. When I finally realized that I was an actor in this tragedy, I chose not to live with that, I thought my death will bring me peace. I was wrong. Only the truth can ease my guilt. Dear Augustin, I must tell you what happened to Jeanne and the children. Come to Tanzania. Don’t write me back. Just come. Your brother, Honore” (‘Sometimes in April’). The reading of this letter against the background of the camera’s flashpoints on the pictures of his late family, which is hung on the walls creates an immediate track of traumatic memory.

The struggle with trauma is a struggle with memory. Such struggle typifies flashes that go back and forward in recurring timelines. Reasonably, the detailing of the plot of ‘Sometimes in April’ contains several longer and other sometimes dispelling and fragmented flashbacks, where Augustin recounts or revisits episodes of his family life, his desperate struggle to survive during the events, and his search for what happened to his beloved ones. The film tries to visualize the hectic workings of (individual and collective) memory in relation to traumatic experiences. Before the final outbursts of the ravaging butchery, there have been signs of smokes bellowing from every corner of Kigali, the capital city of Rwanda. Human corpses are strewn everywhere on the streets. Augustin begs his brother, who is still popular among the rank and file of the perpetrators, to take his family to safety at the Hotel des Mille Collines, where some international citizens are being given protection. Despite his wife’s resistance, Augustine stayed behind, hoping it will be a temporary separation from his family. Before Honore has travelled far with his brother’s family, their car is stopped by soldiers manning a roadblock. Honore introduces himself as a party cadre working for the RTLM extremist radio station and that he is on the way to a supermarket for shopping with the family. As for the family, Honore says that “they are ours” (‘Sometimes in April’), meaning that the family also supports Hutu extremists. After a brief exchange of words with his superiors, one of the soldiers goes to the car and asks Jeanne to produce her identity card. The moment Jeanne announces that she forgot the identity card at home, the soldier violently breaks the window amidst loud screaming from Jeanne and her two sons. Honore’s plea “I work for the party” (‘Sometimes in April’) goes unheeded, and the soldiers willfully harass the children and kill the family. Augustine’s separation from his family and the eventual killing of his friend, Xavier, right before his eyes, become for him the abstraction of his memory from which he interprets himself as an unconscious participant in the genocide. It becomes a representation of experiences and feelings too traumatic to acknowledge.

A traumatic past leaves its own residue behind. It occupies a hidden haunting presence and activate a symptomatic revenant in the identity of the victim. The end of ‘Sometimes in April’ does not guarantee a resolution to this trauma, which have the tendency of returning to turn familial genealogy into a nightmare of incredible stories. The reflected ending signals interminability – not as sentimental faked identification with history and its actors, but as a way of inscription of the representation of a past.

‘How I Met Your Mother’, which aired on CBS from 2005 to 2014, is a sitcom/romantic comedy created by Craig Thomas and Carter Bays. The series is set in Manhattan, New York and follows the lives of five close friends: Ted Mosby, Marshall Eriksen, Lily Aldrin, Barney Stinson and Robin Scherbatsky. ‘How I Met Your Mother‘ addresses many different areas of social status, especially those involving gender and sexuality. The series is based on Ted Mosby’s exploits and uses flashback narration from a future Ted in 2030 as he explains to his kids the events that led him to meet their mother, hence the show’s title. The episodes are usually separate, individual smaller stories which supposedly, however, add something new to the main storyline and move it forward. Although it is not discussed in the series itself, the tragic events of 9/11 inspired the making of ‘How I Met Your Mother’. As co-creator Carter Bays states, “It really was a ‘do it now or never do it’ moment. Life is short — this is something we want to do eventually, we should do it”, when recalling his move to Los Angeles to pitch the idea of the show to CBS. In earlier seasons, the series received mostly positive reviews with mixed reviews in later seasons and received 93 award nominations, winning 25 of them. Like many other sitcoms, very distinct personalities and their relationship together often establish the comedic quality of the series. Similar television sitcom series that follow this same formula are ‘Friends’, ‘Two and a Half Men’, and ‘The Big Bang Theory’.

While the series focuses primarily on the events surrounding Ted, the show’s female characters are a driving force in pushing the story forward. Still, ‘How I Met Your Mother’ reinforces many stereotypical gender and sexuality representations that reflect and strengthen our society’s hegemonic ideology. Portraying men as strong and pursuant is normal in our culture. Women are the objects that are being pursued in the case of ‘How I Met Your Mother’. It is a common stereotype among women in our society to be vulnerable and open to male companionship, and ‘How I Met Your Mother’ does not shy away from enforcing this stereotype. The show’s female characters are often victims of objectification and discrimination. While the show attempts to change gender roles and stereotypes at times, the sexism towards the shows female characters still exists. In Alissa Quart’s article for The Cut titled ‘The Age of Hipster Sexism’, she claims: “On the other hand, Hipster Sexism flatters us by letting us feel like we are beyond low-level, obvious humiliation of women and now we can enjoy snickering at it. Beautiful young chicks in little bikinis, urinating on the street, are funny!”. Quart insists that if it is performed in an ironic fashion, we are in an era where women’s objectification is appropriate and even humorous. We can see the concept of Quart’s theory in action by analyzing the characters of ‘How I Met Your Mother’ and how they are represented in the show. Using it’s narrative and cinematography, ‘How I Met Your Mother’ openly objectifies and discriminates against its female characters.

The first section of this paper will address the theory of ‘male gaze’ by Laura Mulvey and how this concept is used in ‘How I Met Your Mother’ to objectify the show’s female characters. To do this, I will analyze a scene involving Ted, Marshall, and Barney watching groups of women walk past their doorstep the morning after Halloween. The next section will discuss how the show uses stereotypes to perpetuate societies sexist ideology and extend the Freudian theory of narcissistic identification to Barney’s role. I will analyze a scene involving dialogue by Barney explaining what an ideal woman should be to do so. The following section will focus on challenging gender roles and how characters are punished for doing so. To do this, I will examine a scene involving a sexual encounter with Robin.

One way ‘How I met Your Mother’ objectifies against its female characters is by using the ‘male gaze’. In Laura Mulvey’s essay titled ‘Visual Pleasure and Narrative Cinema’, she states: “Traditionally, the woman displayed has functioned on two levels: as erotic object for the characters within the screen story, and as erotic object for the spectator within the auditorium”. Mulvey believes women on screen are overly sexualized and assumes a heterosexual male audience while doing so by displaying the woman as a sexual object. A scene showing Mulvey’s ‘male gaze’ theory takes place in Season 6, Episode 7, ‘Canning Randy’. The day after the Halloween parade in New York, Ted, Barney, and Marshall are casually sitting on their front steps observing women as they walk past them. Each male makes remarks about the possible one-night stands of the women based on the costumes they are wearing as they walk by in what they call the ‘Annual Post-Halloween Walk of Shame Parade’. The camera uses a wide establishing shot before dialogue is exchanged as the first two women walk by highlighting their bodies completely. The camera switches to a medium-wide shot as soon as dialogue begins between the male characters, further emphasizing the features of the women as they pass by.

Not only does the camerawork fetishize the body of each female as they pass by, but the male characters’ snarky comments degrade and objectify each female. In this way, the female characters are reduced to sexual objects on display for the men. The scene applies the concept of scopophilia, or the pleasure in looking, and makes the women as objects to be observed. One may also argue, given the time period of the scene, it is not unusual for women to wear revealing costumes. However, throughout the entire scene, men are not being objectified in the same fashion the women are because the only men present are Ted, Barney, and Marshall. Had the male characters made snarky comments about men and women passing by them, the scene could have been interpreted differently. While the camera works by fetishizing the women’s bodies, the significance lies within the dialogue itself. The scene encourages the viewer to join the men in objectifying the women because it is presented in a humorous manner. Therefore, reinforcing the idea that the passing women are simply sexual objects to be shown in front of men for their amusement and pleasure.

‘How I Met Your Mother’ further objectifies women throughout the show by reinforcing sexist stereotypes about women. Harris O’Malley, a writer for The Washington Post, claims: “As soon as the ‘crazy’ card is in play, women are put on the defensive. It derails the discussion from what she’s saying to how she’s saying it. We insist that someone can’t be emotional and rational at the same time, so she has to prove that she’s not being irrational. Anything she says to the contrary can just be used as evidence against her”. This can be seen through the narrative surrounding the shows hyper-masculine womanizer Barney. Barney refers to himself as the ‘Yoda of Picking Up Chicks’, which is an intertextual reference to ‘Star Wars’. For instance, Barney uses a ‘playbook’ he wrote himself which consists of different scams and techniques that can be used in order to manipulate women to sleep with them. However, using Barney, ‘How I Met Your Mother’ punishes women who stray away from being easily manipulated by the character and labels them ‘crazy’ when doing so. The show uses the stereotype that if a woman is good-looking, only than is it acceptable to be emotionally unstable. If it’s the latter, it holds a negative connotation. A scene that demonstrates this sexist stereotype takes place in Season 3, Episode 5, ‘How I Met Everyone Else’. While the gang is introduced to Ted’s girlfriend at the time, the characters reminisce on other past romances they’ve had. Barney explains his ex-girlfriend by using what he refers to as the ‘Hot/Crazy Scale’. According to Barney, a woman can be crazy, if she is equally hot. By this standard, you want your girlfriend to be above the diagonal line, indicating that they are hotter than they are crazy.

The scene serves as an example of media building narrative to display stereotypes about women as hegemonic ideology. Its blatant sexism reinforces the idea of women being delusional or mentally unstable as a way of subordinating them by promoting stereotypes that are widely accepted by the audience because they are presented as jokes. ‘How I Met Your Mother’ exploits this ideology with its use of Barney to enforce a patriarchal way of looking at society. A Freudian analysis can be done on Barney’s character to connect with the audience through narcissistic identification. Barney attracts heterosexual male viewers through his masculine lifestyle, because sleeping with plenty of women holds a positive connotation for men in society. Therefore, the show promotes ideals of masculine men using this character and encourages the audience to follow the gender roles that are presented. Ironically, the actor playing the character of Barney announced he was gay during the filming of the show. Knowing this one may view the character’s tactics and treatment of women justifiable because he is gay in real life. However, this is also a clever way to disguise the shows negative portrayal of women by using this character to do it. This is significant because the culture of ‘How I Met Your Mother’ represents dominant ideologies of gender that are portrayed in the media today.

Aside from objectification, ‘How I Met Your Mother’ punishes characters when they step outside the conventional gender roles in the show. According Kate Manne, “Misogyny rewards women who reinforce the status quo and punishes those who don’t”. An example of this can be taken from a scene from Season 4, Episode 9, ‘The Naked Man’. While the gang is at the bar conversing about the antics of Mitch, who is labeled as the ‘Naked Man’, Robin admits to sleeping with him because he was naked in the apartment and, according to Robin, “it just happened”. Marshall interjects by calling Robin a slut, and goes on to explain that “all that separates you from sex is the clothes”. Robin and Marshall then argue for the reasons Robin slept with the man. Robin claims they had a connection, but Marshall insists it was only because the man was naked in the apartment. This is an example of the double standard between the male and female characters of the show and how the female characters are punished for it. Robin is the ‘cool girl’ tomboy of the show. The other male characters also mark her as ‘one of the guys’, but once she does something that upsets her expected gender role and how she should act as a woman, she is immediately punished for it. However, for these same actions, involving sex with plenty of girls, male characters like Ted and Barney are never punished. Instead, the show’s active audience praises them and looks up to them as heroes with accompanied laugh tracks. This is significant because it reinforces a patriarchal culture that women are expected to follow their designated gender norms.

The portrayal and objectification of female characters in ‘How I Met Your Mother’ are linked to the ideologies of sexism in the media and in our culture. Through representations of societies gender stereotypes, the female characters are actively discriminated against. The audience is then expected to embrace the popular gender stereotypes that are presented in the show, even though its depiction of female characters is a way to subordinate them in favor of men being in control. This ties back to Quart’s theory of hipster sexism. Because female objectification is displayed as humorous in the show, we are expected not to think of it as such a big deal. As a result, the show reflects dominant ideologies of gender that have been developed in the media. Using values that strengthen masculine ideologies and objectifying its female characters, ‘How I Met Your Mother’ portrays sexism within our society today.