Genre: media campaign
Type: promotion of university education
Hypothesis:
1. Universities should attract potential students mostly form high
schools (after graduating)
2. Universities should be presented in a good manner. Certain
positive values of university, faculty or department should be
presented as well e.g. innovative education system, exclusivity of
chosen field of study ,…
3. The potential students should be informed about benefits of
studying particular university e.g. high employee rate after
promoting, huge offer of internships, motivational scholarships
Genre: media campaign
Type: promotion of university education
Medium: videos
Examples for studying:
http://www.amara.org/cs/videos/2Ul0O6krleWr/url/769544/
http://www.amara.org/cs/videos/yTwKga7WrTiA/url/770314/
Genre: media campaign
Methods:
1. Analysis of production elements – movement, color, lightning,
angle, music
2. Analysis of cultural content (or negative cultural values)
a) Sex/sexism and its presence in videos
b) Identifying myths about studying university and being a student
Student stereotypes
Is there a method missing?
Genre: media campaign
Summarizing points:
- the visual content should be critically examined
- Silverblatt will provide us with theoretical framework
- results will be compared with hypothesis (should I do it?)
=> What is actually presented. Is it appropriate for university and
students?
Thank you for your attention.
Let the discussion begin!
Adam Smaza
383219
Discussion
1. What point is missing in the hypothesis (is the rest
OK as well)?
2. Do you think that universities should be presented in
such ways (like in the videos)?
2.1 What negative values (it there are some) should not
be presented in university media campaigns?
3. Do the stereotypes about students exist (are they a
big deal)?
3.1 Are those same in your country?