Final Video

Script & Storyboard

Presentation 2: Treatment Writing Component

Treatment 1:

1. Author name: Jillian Cheong

2. Title of Show: Music Issues

3. Format of show: Tabloid Talk Show

4. Target Audience: Mid-teens and adults

5. Opportunity or Problem Adressed: Good and bad effects of music to teenagers. 

6. Desired Response: Interesting facts and knowledge on how music affects the teenagers. 

7. Logline: A view on what parents think about teenagers and music today and issues revolving subcultures.

8. Treatment:  

An episode will involve guests revealing their thoughts and feelings on various music issues. Guests may  

consists of a subculture(punks, goths, skinheads, etc.) that made it into the newspapers because of a certain

controversial issue. There will be a host that will guide them through the talk show. They are to discuss what made them act/behave a certain way. It also gives them an opportunity to voice out to the society.

Celebrities will be also invited, mainly musicians who are parents to teenagers. They will talk about how does

music affect their kids and are the effects good or bad. For example: Are they inspired by the music?,  

Are they listening to a certain genre just because their friends listens to it? or Do they dress weird?

Treatment 2:

1. Author name: Jillian Cheong

2. Title of Show: Street interviews on music

3. Format of show: Interview

4. Target Audience: Teens and Adults. 

5. Opportunity or Problem Adressed: Does intrinsic and extrinsic motivation play a big role when listening to a

                                                          certain genre of music? and how it affects teens. 

6. Desired Response: Knowledge on how music affect teenagers and what are peoples motivations for  

                                  listening to a certain genre. 

7. Logline: Spontaneous answers from various walks of life on music.

8. Treatment:  

Locations of interviews held: Outside jazz clubs, clubbing scenes,music stores etc (mainly where music lovers hang out).

Each person/ a group of people will be asked a series of questions ranging from content of music these days to motivation of listening to music. If the interviewee has teenage kids, they would be asked on how the music has affected their kids. (Good/ Bad side of it)

After the interviews have been completed, the interviewer sums up on what are the most interesting answers he received from the interviewees.

Treatment 3

1. Author name: Jillian Cheong

2. Title of Show: I am part of a subculture.

3. Format of show: Mini Documentary

4. Target Audience: Teens and Adults. 

5. Opportunity or Problem Adressed:  Music and its influence.

6. Desired Response: A better understanding why are teenagers so influenced by music.  

7. Logline: A look into the lives on a form of self expression that is often misunderstood. 

8. Treatment:  

This mini documentary will give you an insight of a person belonging to a subculture. It will feature on
- the places they hang out
- their daily activities
- the group of friends they hang out with (same subculture/ordinary friends)
A section of the documentary will be where the person talks about their personal feelings. They are able to voice out their opinions on :
- belonging to a group
- how people see/treat them
- are they misunderstood

Research Component

Society and Culture: Music

How music affects teenagers these days and is there intrinsic and extrinsic motivation in music listening.

I. Introduction

Music has been discovered by humans during the primitive days thousand years ago. Nowadays, creating     music has become much more advanced in terms of instruments, technics, singers, voice and targets. Music   has influenced different aspects of society and culture.

Education :  Music is able to assist in the growth of children, balance their manners, control their emotions 

                   and instinct which plays a significant role in boosting their lives so that they are able to cope in

                   the future.

Influence in culture : Culture is a complicated issue that covers a variety of matters such as history, unity,

                                identity and transitions. Music is international and is the language of cultures that is

                                used to speak to a society or internationally. An example would be "We Are the

                                World" which is a song for charity in helping the African famine.  

Industrialization : The modernization of music is expanding vastly and swiftly with today's technology. The

                          important factors of every society in terms of producing music is the profit and the                                           economy.

                                            

These three are crucial factors that form the society and culture, and music is probably the easiest way to 

improve moral values and behaviors. But there are some people who believe that there are also negative 
aspects to it. The advantageous side of music is that it is accepted in most societies of the world. 

II. Problem Statement

Media has a big influence on today's culture and society. Sub-cultures especially, for example punks, goths, emos, skinheads. All these subcultures are based on what a person watches, the clique they hang around, how  they were raised and what music they listen to. Parents blame it on music for the gang violence, murders and suicides. They also blame the artist for singing such vulgar, melancholy and morbid songs.  Based on the music teenagers are listening these days, and those who listen to the same kind of music form a clique because they feel that they only belong in that group. These teenagers are made fun and ridiculed just because they listen to a certain kind of music that is different. Since when we are judged by the music we listen to. Furthermore, in the past music had meaning, had symbolized meanings and heart filled messages, but nowadays the music we listen to is about drugs, sex, alcohol and partying.  Teenagers listen to music as a form of self expression and to escape reality, but based on today's music the media and parents are blaming it for teen problems. The truth is that music has a really minor effect on the problems revolving the teens. Factors such as how the parents brought them up, living in a community with gang and violence, hanging around with the wrong crowd are the main reasons that affect the minds of teenagers. From L to R : Goths, Skinheads, Punks III. Purpose of the content       The purpose of this study is to see how music is able to influence culture and society. As what is stated        in the problem statement, the issues are mostly focused on teenagers. The first objective is to examine         whether the music heavily influences on how teenagers these days act  and behave. From this objective        we will be able to find out other factors that influence teens to act a certain way.The second objective        is to examine how subcultures come about through music. Through this objective  we are able to find        out whether most subcultures are influenced by music.   IV. Review of content       The article that will be analyzed is by an freelance author named Kandi. The title of the article is   Music        and the Influence on Society. In the article she talks about how today's subcultures are mostly based on        the media and people around you. She also states that the parents are putting the blame on music for        all the teen issues. Stereotyping also becomes a problem because of what music a person listens to. Kandi        relates music to having two meanings which is intrinsic and extrinsic. Some listen to music because they        are bored, some listen to music for the deeper meaning behind the lyrics. Many blame music for causing        problems, but Kandi feels that there is lot of meaning behind the rap lyrics or rock lyrics. This is because       music is so widespread and is the universal tongue that connects us to each other in someway, that's why       music is always going to be essential to someone.  Sources http://itstheskittlee.hubpages.com/hub/Music-and-the-Influence-on-Society http://www.usingenglish.com/forum/editing-writing-topics/161134-music-played-every-society-culture-world.html http://www.powerhousemuseum.com/pdf/education/80s/s%26c_personal%26social_identity.pdf

Discussion 1: Mass Media Writing. (Product Advertising)

Product chosen : Uniqlo

Tagline : MADE FOR ALL 

Exploiting the medium

• Radio & Television 

          - Have exclusive interviews with the founder of Uniqlo

          - Focus on those stations that attract the younger generation eg. Hitz fm, Red fm, Fly fm, 8tv quickie, 

            Mtv, etc.

• Mobile phones

          - Promotion through SMS & MMS

• Pamphlet

          - Theme : Red! Black! White! Simple

          - Easy for readers to read.

          - Promote Uniqlo's various collections of world's most famous cartoons such as Mickey Mouse, Hello

             Kitty, Barbie, etc

• Newspaper

          - Takes up one whole page

          - Sale items solely on Uniqlo are shown

• Billboards

          - Star power

          - Celebrities that modeled for Uniqlo eg. Orlando Bloom, Charlize Theron, etc.

Rank each medium

• Most desirable distribution mode

          - Billboards 

          - Highways, small roads, train stations, almost anywhere a billboard can be found

• Least desirable distribution mode

          - Mobile phones

          - Sms that is sent is through random selection

          - Usually the service provider will send the sms and most people don't bother reading it as they may

             think it is a gimmick.

• Communication advantages and disadvantages

    

Medium	Communication Advantages	Communication Disadvantages
Radio	Advantageous for blind people and also busy people who don’t have the time to watch television.	Limited audience
Television	Homemakers	Limited audience
Mobile phones	A very direct approach.	Random selection of people.
Pamphlet	Easiest and common way of advertising.	Waste of paper and people throw it everywhere.
Newspaper	Hard to avoid for those who read newspapers every day.	Not everybody buys the newspaper, especially the younger generation.
Billboards	Messages are delivered continuously and frequently.	Distracting for drivers and costs a lot for the company.

Exercise 2 : Audiences & Media

Question 1:
The list of radio stations and television channels available in Malaysia.


Radio Stations :

Frequency	Station	Operator	Language	Format	Coverage Area
87.7 MHz	Klasik Nasional FM	RTM	Malay	Music	Klang Valley
88.1 MHz	One FM	Media Prima	Mandarin and Cantonese	Talk, Music	Klang Valley
88.5 MHz	Nasional FM	RTM	Malay	Music	Klang Valley
88.9 MHz	Capital FM	Star Radio Group	English	Talk, music	Klang Valley only
89.3 MHz	Ai FM	RTM	Chinese	Talk, music	Klang Valley
89.9 MHz	BFM 89.9	BFM Media	English	News, music	South Perak, Selangor, Kuala Lumpur, Putrajaya, Negeri Sembilan & Malacca only
90.3 MHz	TraXX FM	RTM	English	Talk, music	Klang Valley
90.7 MHz	Putra FM	Universiti Putra Malaysia	Malay, English	Talk, music	Serdang, Kajang, Seri Kembangan and Putrajaya only
91.1 MHz	Asyik FM and Salam FM	RTM	Orang Asli	Talk, music	Selangor, Kuala Lumpur, Southern Perak, Western Pahang and part of Negeri Sembilan only
91.5 MHz	IKIM.fm	IKIM	Malay, English, Arabic	Talk, music	Klang Valley
92.3 MHz	Minnal FM	RTM	Tamil	Talk, music	Klang Valley
92.9 MHz	Hitz.fm	AMP Radio Networks	English	Talk, music	Klang Valley
93.6 MHz	UFM	Universiti Teknologi MARA	Malay, English	Talk, music	Shah Alam, Klang and Petaling Jaya only
93.9 MHz	Radio24	Bernama	Malay, English	News, music	Kuala Lumpur and Selangor only, in Johor Bahru as 107.5 MHz
94.5 MHz	Mix FM	AMP Radio Networks	English	Talk, Music	Klang Valley
95.3 MHz	Nasional FM	RTM	Malay	Music	Klang Valley
95.8 MHz	Fly FM	Media Prima	English, Malay	Talk, music	Klang Valley
96.3 MHz	Minnal FM	RTM	Tamil	Talk, music	Klang Valley
96.7 MHz	Sinar FM	AMP Radio Networks	Malay	Talk, music	Klang Valley
97.2 MHz	KLFM	RTM	Malay	Talk, music	Selangor & Kuala Lumpur
97.6 MHz	Hot FM	Media Prima	Malay	Talk, music	Klang Valley
98.3 MHz	Klasik Nasional FM	RTM	Malay	Music	Klang Valley
98.8 MHz	988	STAR Rfm Sdn.Bhd (The Star)	Chinese (Cantonese)	Talk, music	Klang Valley
99.3 MHz	THR.fm(Raaga)	AMP Radio Networks	Tamil, Malay	Talk, music	Klang Valley
100.1 MHz	TraXX FM	RTM	English	Talk, music	Klang Valley
100.9 MHz	Selangor FM	RTM	Malay	Talk, music	Selangor & Kuala Lumpur only
101.8 MHz	MY FM	AMP Radio Networks	Chinese (Cantonese)	Talk, music	Klang Valley
102.5 MHz	Asyik FM and Salam FM	RTM	Orang Asli	Talk, music	Selangor, Kuala Lumpur, Southern Perak, Western Pahang and parts of Negeri Sembilan only
103.0 MHz	XFM	AMP Radio Networks	Malay	Talk, music	Klang Valley
103.3 MHz	Era FM	AMP Radio Networks	Malay	Talk, music	Klang Valley
104.1 MHz	Best 104	Suara Johor Sdn.Bhd	Malay	Music	Selangor, Negeri Sembilan, Melaka, Johor, Singapore and parts of Riau, Indonesia only
104.9 MHz	Red FM	STAR Rfm Sdn.Bhd (The Star)	English, Malay	Talk, music	Klang Valley
105.3 MHz	Suria FM	STAR Rfm Sdn.Bhd (The Star)	Malay	Talk, music	Klang Valley
105.7 MHz	LiteFM	AMP Radio Networks	English	Music	Klang Valley
104.1 MHz	Pahang FM	RTM	Malay	Talk, music	Pahang, Selangor & Kuala Lumpur
91.1 MHz	Mix FM	AMP Radio Networks	English	Talk, Music	Malacca
92.2 MHz	LiteFM	AMP Radio Networks	English	Music	Malacca
93.0 MHz	Hitz.fm	AMP Radio Networks	English	Talk, music	Malacca
94.0 MHz	Fly FM	Media Prima	English, Malay	Talk, music	Malacca
97.4 MHz	TraXX FM	RTM	English	Talk, music	Malacca
98.9 MHz	Red FM	STAR Rfm Sdn.Bhd (The Star)	English, Malay	Talk, music	Malacca
88.1 MHz	One FM	Media Prima	Chinese and Cantonese	Talk, Music	Malacca
98.2 MHz	988	STAR Rfm Sdn.Bhd (The Star)	Chinese (Cantonese)	Talk, music	Malacca
100.4 MHz	Ai FM	RTM	Chinese	Talk, music	Malacca
106.4 MHz	MY FM	AMP Radio Networks	Chinese (Cantonese)	Talk, music	Malacca

Television channels :


Radio Television Malaysia
- TV1
- TV2
- TV3


Media Prima Bhd
- TV3
- NTV 7
- 8TV
- TV9


ASTRO
- Family Package (included in every Astro subscription) eg Astro Ria, AEC, Nat Geo Wild, AXN, ESPN,etc.
- Dynasty Package (Hong Kong and Chinese Shows)
- Movies (Hollywood and Indie films)
- News (International, Asia)
- Learning (Documentaries, History, Wildlife)
- Fun (Cartoon and teen shows)
- Variety (Anime, Reality shows, entertainment)
- Sports


NJOI, DETV, Fine TV, Hypp. TV, UniFi, Internet TV, etc.


Question 2:
Identify audience demographic appropriate & psychographic appropriate for all the above.


Radio
1. 988 FM
Demographics : Chinese speaking audience, adolescence and adults
Psychographics: Chinese songs, KPOP


2. HOT FM
Demographics : Chinese, Malay, Indian audience, adolescence and adults
Psychographics: Local, Indonesian and English songs


3. Hitz. FM

Demographics : Chinese, Malay, Indian audience, adolescence and adults
Psychographics: Local and English songs


Television
1. AXN

Demographics : Chinese, Malay, Indian audience, adolescence and adults
Psychographics: Action packed shows, reality shows 


2. Cartoon Network

Demographics : Chinese, Malay, Indian audience, young children
Psychographics: Fun, Learning


3. Wah Lai Toi

Demographics : Chinese audience, adolescence and adults
Psychographics: Dramas from Mainland and Hong Kong