News Report Analysis

London Riots

The above link is for a Sky News report on the riots that broke out in London last weekend during a spending cuts protest.

The video shall now be analysed by taking the following questions into consideration:

1. Which sources are given priority? (e.g. who is interviewed and where?)

The report begins with scenes from the riots as opposed to the the protests over the Government's proposed spending cuts. During the report there are two people interviewed, one being a representative of the Union Leaders and the other being a Police Spokesman. The Union Leader is interviewed out in a field which appears to be nowhere near the site of the riots or the protest. The Police Spokesman is interviewed at the Police Station presumably Scotland Yard. It was interesting to see that no one who took part in the protest was interviewed to gain their perspectives of the days events.

2. Which explanations are given priority (such as headlines)?

Immediately when the report the main focus is on the riots which were only caused by around 200 or so people from the campaign group UK Uncut. Immediately after this the reports informs us that hundreds were arrested, protesters and police injured and that a huge clean up operation is under way. After the violence is reported the reason for the march is then introduced; a protest about the governments proposed spending cuts.

3. Does the story sequence produce certain meanings?

From the way the sequence has been edited together with the scenes of the riots at the beginning and the main emphases being on the violence, it would appear that news are suggesting that all protests would end up in violence and that the actual reason for the protest is no longer an important issue.

4. What terms of reference (language) are used to describe or label the participants and their actions?

There are several key phrases that are used throughout the report which are used to help us imagine what was happening on the day, phrases such as; London's biggest landmarks, hundreds arrested, huge clean up operation under way, 250,000 people, these phrases help us to appreciate the size of the mass that were present in the centre of London. Other phrases like; violence well into the night, police and protesters injured, windows smashed, dangerous place, lines of riot police and running scuffles. These phrases lets us imagine how violent the riots got.

5. What point of view is produced by the camera shots?

Frequently the camera provides us with a wide angle shot so that we can get a feel for the size and magnitude of people present during the peaceful protest and at the time of the riots. Aerial shots of London also help to show us the masses of people swarming through the streets. During the interviews the camera remains at eye level with the interviewee so that the viewer can feel somewhat at ease and know that they are at the same level as these people and are not being looked down upon.

Semiotic Print Advertisement Analysis

The following is an analysis of an advertisement printed in the 'Style Magazine with the Sunday Times'. The analysis will be presented in a semiotic approach.

The advertisement being analysed is for the new Toyota Yaris. In the ad we can see the new car, a woman entering an Oxfam shop with a signed framed football shirt. In the top corner of the add is the Toyota logo.  Along the bottom of the advert there is some text which reads "1 week earlier: Husband left muddy football boots on the back seat. Yaris. Treat it with respect." Under this line is the details of the offer for the car which includes the price, length of warranty, features included with the car and the motto of Toyota "Today Tomorrow Toyota". Beneath this is the section of small print with the specific details about the offers displayed above. Finally there are the fuel efficiency figures along the bottom of the page.

When looking at this advertisement the eye of the viewer is immediately drawn to the car as it is a bright red colour which contrasts with the plain colours of the road and walls around the car. The woman in the image is wearing a light brown coloured jacket which makes her stand out from the shop fronts, under her right arm we can see the framed football shirt which is a bright blue colour which again helps it stand out from its surroundings. The text written under the car is in two different font weights, the first line is in a normal standard weight, while the second part, "Yaris. Treat it with respect.", is in bold to help emphasis that the car should be considered of a high class.

By using these different elements along with their chosen text, Toyota are trying to say that by driving the new Yaris and treating it with respect you would become part of a higher society. By including the extra features in the advert it is appealing to drivers who like having 'gadgets' in their cars such as the bluetooth, sat nav and parking sensors. These additions to the ad, would suggest that Toyota are appealing to the cultural myth that younger drivers prefer to have these types of gadgets in their cars.

The overall message that Toyota are trying to say with their advertisement is that by driving the new Yaris you can benefit from the gadgets normally associated with young drivers while maintaining an image of high society.