1 .- The media today. Information, opinion and persuasion.
is clear that the media the masses have had a social impact unavoidable. To address its role today we present the views expressed thereon by McLuhan, Vidal Beneyto, Echo and King Lazarsfeld and Merton.
scholar that has revolutionized the universalist conception of the mass media - mass media - has been the Canadian professor Marshall McLuhan, who, since 1964, came out a number of basic ideas to understand this new phenomenon in works such as The Gutenberg Galaxy or War and Peace in the Global Village. According to him, the story begins in a tribal state in which the communication was oral, it happened after the universe of the alphabet, imposed by the printing press. News has passed both stages and is incorporated fully into the electronic age, where native kindred is reset through the global village, that is, connecting all parts of the globe between them. This author does not judge its effect, but notes the importance of the concept of mass media - some of his phrases have had some success: The Vietnam War is a product of television, or Hitler was a consequence of the radio, are among them. For him, this new situation is defined by the city as a metaphor of the world, beset by numerous messages from distant sources and produced immediately to the facts he narrates. Therefore, comes to the conclusion, if a language is a way of conceptualizing reality and to shape the vision of the world, so naturally the language of the media, being universal, it also brings a global worldview for the community of recipients.
In this sense, McLuhan suggested, depending on the reception, a classification between hot and cold media: the first are those that extend the message to be defined either by the saturation of accurate data, allowing the receiver to restructure the information with data provided to him, the cold environments, however, provide imprecise information, forcing the reader to fill the gaps, thus compromising your senses: the receiver will around a bit, but nothing definite, creándosele fragmentary worldview of reality. This fragmentary has been argued as one of the factors that define the postmodern and it is true that there are features in the media that cause this condition: the spontaneity, the immediacy of the news, recurrence to the understanding, the deliberate silence of some facts. .. The creators of the communication theory, Shannon and Weaver, and saw that one of the features that define the mass media would be the quantitative productivity: the ratio of as much information as quickly as possible, a relationship that could increase the risk of deformation of message.
For his part, José Vidal Beneyto includes the latest ideas about the social impact of the media today at three points:
increases the length and complexity of the communicative sphere, especially through the private use telematics.
The fragmentary leads to define objectivity as the control of their own subjectivity: the information up being a simple reflection of reality, the media tend to establish a new one: the reality of information, which can enrich or deplete creating false references.
is put into question the representativeness of the media, led to the company but representative of only a part of it, which holds some kind of political or economic power. They are thus means for the people, but society does not establish a framework of expression for your opinion. Adorno and Horkheimer claim so the media does not report but create mass culture.
These ideas involve a number of ethical. Umberto Eco, in Apocalyptic and integrated, divide the position of intellectuals in this regard in two groups: those that emphasize the idea that uniformity of thought is dangerous are called by doomsayers, while those who are optimistic about the global village as channel for dialogue and freedom of expression, called integrated. From this dichotomy reflects a number of disadvantages and advantages of the mass media. The criticisms are based primarily on the trivialization of culture, underground authoritarianism that underlies it, in that it favors promoting paternalism inability receptor response to uniform guidelines, it is precisely this danger of standardizing the greatest of all: originality and avoid criticism. By contrast, the profits of the mass media are given by a set of undisputed facts:
are means broadcasters unprecedented culture before - also by bringing culture as superior invited to enjoy it - they are creators of critical and creative minds: much of the originality of the art of our century - including verbal, has its origin in the media. Eco himself argues that the ideal position is the middle: the benefits and drawbacks critically monitor.
Currently, Lazarsfeld and Merton King posed the three social functions of the media: first establishing the role of giver status: the emergence of information in a particular medium or news agency gives an immediate ideological status of prestige, ... regardless of their veracity and their subjection to criticism. A second function is to change certain social norms and beliefs, and finally point out the risk of narcotic function that produces an excessive exposure to numerous reports that receiver is not able to systematize and thus subjecting them to critical review. The latter function is most disturbing as the channels are in the hands of groups interested in generating a particular type of company or conformist, or whose default is automatically disabled when you assume ownership. 2 .-
journalistic genres.
2.1 .- The news, reports, interviews and chronic.
is the content of a communication on previously unknown. To be governed by two basic factors: the novelty and the public interest. An ideal story, according to Carl N. Warren, should meet the following criteria: objectivity, language - is unacceptable to bring out the bias of the issuer -, conciseness, clarity, immediacy in time, causes and implications of facts, relevance, originality in approach so call the attention, and obviously follow universal communication, double vee six calls: Who, What, When, Where, Why and How - or, in the Latin hexameter, quis, quid, quando, ubi, cur et quomodo - that is, the news has to answer who, what, when, where, why and how the facts have been narrated.
According to these criteria, the news is often divided into several sections: the top title adds some data to understand the title, the title should be brief and accurate in its intention typographically significant and generous, the subtitle, or summary corroborates or clarifies points some aspect of the story, the entry, or lead, is the opening paragraph which point the six double vee briefly, and finally the body of the story elaborates on each of the above items, ranked according to their importance, moving from the most interesting as secondary. Clearly the importance of a story also will be determined by the number of columns occupied and its position in the letter: more read the odd pages, and of course is, on the cover.
The story is a work not influenced by the immediacy of news. It extends the reporter information that previously would have appeared in news ways. Here it is possible to insert statements, highly detailed history, consequences of events ... When interest focuses on a person may appear in the form of dialogue, giving rise to the interview, which you can insert clarifications about respondents' ratings on facts related to it ...
The Chronicle can account for several events: thus we have the local chronicle, which is confined to the folkloric culture of an area or locality, a foreigner, about the curious habit of our culture and black event, which realizes crimes and heinous crimes, parliamentary, about life, anecdotes and discussions of the Congress and the Senate, rose, about the private lives of public figures, and war. They all value the authority of the signer, which also features a personal linguistic style, so that, while reportedly issued an authoritative opinion.
2.2 .- opinion journalism: editorial, article, column and criticism.
The editorial is an unsigned editorial - it is understood that he could be written by any of the partners, but typically is in charge of a middle-management position that marks the opinions of the paper. News values \u200b\u200band interprets current and highly relevant.
article is the most literary and journalistic genres he expresses the individual views of the author, so the legal and ethical responsibility of its contents fall on it so personal. The freedom with which he wrote the article is limited by the fact that the governing bodies of the middle are those who choose to invite or select certain items which are close to the paper's editorial line. The column is an article too, but usually shorter extension - hence the name - and restricted to a fixed partner.
Criticism is the story of a public event, in it the writer can insert their values \u200b\u200bas a recognized authority on the subject matter of criticism: sports, fights, film, theater, ... time reporting and information about the event. 2.3 .-
linguistic characteristics of the articles.
Journalistic
offer a range of linguistic resources that aim to marry the objectivity and clarity in language correction. This need has arisen books and style manuals, which try to be reference works, its prestige has increased, so that not only sells not only for information professionals, but also for anyone who want to write in a correct and appropriate.
Some of the resources common to all genres - there are separate articles, columns and some reviews for freedom of style that is presupposed in them - share the use of language resources aimed at objectivity: intonation limitation, the predominance of the referential function, postponement of adjectives - eliminating any epithet Ponderosa -, absence of self of the issuer by impersonal and passive sentences reflex, a tendency to euphemism ...
There are other means of language that are used to highlight the news today: thus, avoiding the past tense for the past perfect and present history: Russian troops enter Grozny, but that fact happened the day before -, the same way, to synthesize the best information, especially in titles, predominantly syntactic ellipsis and the low use of subordinate clauses, sometimes the information completed without difficulty Depor, by the cup, but sometimes has to find support in the photographs and illustrations, the image of a coach with their faces covered by their hands full with the headline: Desperate.
Moreover, there are also the inaccuracies, especially those derived from formulas that have been stereotyped wrong: six points ahead by six points ahead, seize drug seizure drug ... There is little preference for certain signs with a positive or negative connotations depending on the line every day: the election of center-right conservative, ex-communist left, ... are examples of subjectivity that often occurs on the line objective information you preside. 3 .-
Advertising.
3.1 .- General considerations.
Advertising is the set of media and promotional techniques that aims to create or maintain the market for a particular product or service. To do this is to try to modify the behavior of receptors that is aimed creating in consumption needs.
To make an advertising campaign is essential to determine, through market research, to whom does the promotion. The channel is inserted into the ad will be the most frequented by potential customers, so it is with pure ads in sports media, usually read by men, or sneakers ads in teen magazines. Ad design will also depend on the interests of recipients: more dynamic and novel for young people, more severe for ads for adult males - wine ads -,...
What we all have in common is the recourse to appeal to the primary elements of the repressed unconscious man, living in what Freud called the id. This joins the aforementioned generation of needs, so that such a combination is encouraged impulse buying, which is what defines the so-called consumer society. The fascination Death and sex seem to preside over this function conative, sometimes buried under the so-called subliminal perception. The human being needs a certain number of sensations to achieve a conscious awareness that is required to exceed the threshold of perception. All the signs that lead to feelings associated with such issue primary impulses below the minimum is what is known as subliminal messages.
In a broader sense, some scholars extend this concept to the association of a particular object of promoting a lifestyle that cancels the negative consequences of their use and ponders its opposite: for example, made famous by the testimony of the first cowboy Marlboro, who died of lung cancer: the negative effects of smoking were nullified by the presence of a healthy and fearless cowboy in a natural paradise of forests and full of life, which were the opposite of true tragic actor's final. A similar effect intended, say, alcohol ads featuring young, healthy athletes: in fact, one of the most important athletic teams in our country has been the team's Larios gin. 3.2 .-
nonlinguistic resources.
The ads rely on a number of sensations arising from different complementary codes each other. Because of its importance we will point out the nature of iconic signs and hearing.
The ads are two constants iconic elements: first, the logo is a symbol in the prevailing design and becomes the emblem or company logo to the point of identifying it - remember the Nike logo The Peugeot Lion ... - So the logo is the brand name, which appears as a word is presented as a block designed, acquiring an iconic value similar to the logo but with the support of linguistic signs: they are already famous logos of Coca-Cola or El Corte Ingles.
The tunes ad - called jingles if they have been composed expressly for them, born with the idea of \u200b\u200bdrawing attention and identify with the product without it is spoken, as with the Coca-Cola. The non-musical sounds: the cries, the laughter, the motor starting ... are especially careful in radio ads, the exclusive canal. In this sense, for the receiver to notice a change in perception at the beginning of an ad, usually increased the number of decibels, or, instead, resort to silence in the case of a car whose greatest virtue is its silence for example: in both cases a change in perception will arouse the attention receptor. 3.3 .-
Language Resources.
are given a series of important radical stylistic devices as the poetic function greatly predominates, the code calls attention to itself. Thus we find many figures and tropes, some of the most common are: onomatopoeia - Schweppes, Crunch, Crecks - rhyme - Eau de toilette Don Cotton, have something, you don - anaphora - Carolina Herrera: always the same , always different - anadiplosis - Time is running, runs SEAT - paronomasia - Treasury Bills: for those who want more - dilogía - Bonds ICO, for its own sake - synesthesia - Nestle Fibre 1, crunchy taste, "paradoxes and antitheses - MoviStar: We are very close to take you very far - rhetorical questions - What is a body Danone have not others? -,...
On the other hand, the audience segment you are targeting the product or service, and the weighting of these are factors that greatly determine the language resources used:
>> The complimentary treatment pronoun - you -, is neglected in favor of a familiarity that rejuvenates: Lina Bocardi Discover the pleasure of being yourself. The use of you reserve a certain seriousness in public requesting the service, as bank ads: Cajamadrid: Your benefit is our own, or Bankinter for you to compare us. The use of first person singular intended effect of identification with the advertiser, typically a model for the recipients, so that the values \u200b\u200bof the character is transferred to the announcement, says Claudia Schiffer: L'Oreal: because I'm worth. If the use of first person plural is an effect of complicity in integrating the receiver with complimentary purposes: Sprite: we are not crazy, we know what we want.
>> The use of the imperative is diminishing progressively as imposing a mandate, which naturally produces a certain rejection: well, Coca-Cola decided remove your slogan Drink Coca-cola Coca-cola Forever. However, if it appears imperative has a value of invitation to some action thrown and transgressive: Nike: Just do it, and forget Trinaté Bebe, Hugo Boss: do not imitate, Innovate.
>> displayed heightened by adjectives, adverbs, comparative, superlative prefixes ,...: Patés La Piara: more good than bread, Dodot, ultraseco plus Yellow Pages: extremely useful.
>> The violation of the spelling is associated with a young audience maverick: PepsiMax: alucinarax.
>> The definite article may be used antonomastic value: The libreton BBV.
>> The verb tenses are often the present tense, which indicates a complimentary or state of things that need improvement: Nokia 8210: Style is not just something you put in the mornings, I'm sick of rubbing, are respective examples of what we say. The other prevailing tense is the simple future, providing a better state of things: Evax: You'll feel clean. You'll feel good.
>> foreigners are common in ads targeted at young audience segments, used to Anglicisms or academic middle class people - with a high purchasing power: Nokia: connecting people, Dockers Pants: not remove all American, or Planet Reebok, are examples.
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