Blumler and Katz
Diversion: I watch music videos or anything on mtv to escape from everyday routine eg doing homework.
Personal Relationships:I watch neighbours and eastenders, however, i do not feel that i watch these texts for emtional interaction
Personal Identity:constructing identity from characters in media text...i dont think i do
Surveillance: I watch the news somtimes, weather reports
Denis McQuail
Information:the news i guess
Learning: some documentries esp the ones on channel 4
Personal Identity:dont have anything to say for this one( i have to say mr bush i dnt think every heading is relevant to every person)
Intergration and social interaction:?
Entertainment: watching films i love watching films dont mind the genre!but not movies like harry potter and lord of the rings
Friday, 30 November 2007
Sunday, 25 November 2007
media guardian story
Free newspaper Metro is making in excess of £8m profit a year and will overtake the circulation of the Daily Mirror within 12 to 18 months, its managing director said today.
The national freesheet Metro, which is owned by Daily Mail parent company Associated Newspapers, boosted its distribution to 1,358,890 in October, an increase of 10.6% from the previous month.
In contrast, the Daily Mirror, Britain's third biggest-selling daily, sold an average of 1,525,477 copies a day in October, a fall of 4.68% year on year.
Steve Auckland, the managing director of Associated Newspapers' free newspapers division, said today that Metro recently added 250,000 nationwide to its distribution and plans to further increase this in 12 to 18 months' time.
During this period it would overtake the Mirror, he said.
"We will do in this time either by us putting on copies or them losing copies," he added. "I think in the next 12 to 18 months."
Auckland revealed that the free morning paper's annual profit - which is shared with its publishing partners around the country - was "slightly higher" than £8m a year.
He did not disclose details of the freesheet's planned expansion, but said it would include new geographic areas over and above its current 16 cities.
However, it would not be signing deals with new distribution partners, he said. These include Associated's sister company Northcliffe, the Mirror's owner Trinity Mirror and MEN, part of the Guardian Media Group, owner of MediaGuardian.co.uk.
Auckland appeared to forecast that Associated would have to fight to retain its exclusive morning distribution contract on the London Underground when it expires in three years' time.
"We can hand distribute if we need to," he said, suggesting that even if Associated lost the contract to use Tube dump bins, Metro would employ the expensive tactic of hiring people to distribute the freesheet each morning.
Auckland is also responsible for London afternoon freesheet London Lite, which is fighting News International's the London Paper.
Auckland claimed that London Lite has a greater readership despite the paper's audited distribution trailing its rival by nearly 100,000 copies.
London Lite's revenue has "exceeded expectations", but the paper was years away from making a profit, Auckland said.
He expressed doubts about the London Paper's claim that it would move into profit in two years.
"If they do that they are miracle workers," Auckland said. "We say that at Lite that will take us five years."
THIS STORY IS ABOUT METRO MAKING MORE MONEY THAN THE DAILY MIRROR AND ARE LOOKING TO TAKE OVER THEIR CIRCULATION WITHIN 12-18 MONTHS. THE METRO ARE PLANNING TO APPEAL TO MORE AREAS AS WELL AS THE CURRENT 16 CITIES THEY TARGET AT THE MOMENT. METRO PLAN TO HIRE PEOPLE TO DISTRIBUTE THE PAPER TO CONSUMERS. PERSONALLY, I AM GLAD THAT THE METRO IS DOING WELL I HOPE THAT IT CONTINUES TO DO WELL RATHER THAN THE 'TRASHY' NEWSPAPERS OUT THERE LIKE THE SUN!!
The national freesheet Metro, which is owned by Daily Mail parent company Associated Newspapers, boosted its distribution to 1,358,890 in October, an increase of 10.6% from the previous month.
In contrast, the Daily Mirror, Britain's third biggest-selling daily, sold an average of 1,525,477 copies a day in October, a fall of 4.68% year on year.
Steve Auckland, the managing director of Associated Newspapers' free newspapers division, said today that Metro recently added 250,000 nationwide to its distribution and plans to further increase this in 12 to 18 months' time.
During this period it would overtake the Mirror, he said.
"We will do in this time either by us putting on copies or them losing copies," he added. "I think in the next 12 to 18 months."
Auckland revealed that the free morning paper's annual profit - which is shared with its publishing partners around the country - was "slightly higher" than £8m a year.
He did not disclose details of the freesheet's planned expansion, but said it would include new geographic areas over and above its current 16 cities.
However, it would not be signing deals with new distribution partners, he said. These include Associated's sister company Northcliffe, the Mirror's owner Trinity Mirror and MEN, part of the Guardian Media Group, owner of MediaGuardian.co.uk.
Auckland appeared to forecast that Associated would have to fight to retain its exclusive morning distribution contract on the London Underground when it expires in three years' time.
"We can hand distribute if we need to," he said, suggesting that even if Associated lost the contract to use Tube dump bins, Metro would employ the expensive tactic of hiring people to distribute the freesheet each morning.
Auckland is also responsible for London afternoon freesheet London Lite, which is fighting News International's the London Paper.
Auckland claimed that London Lite has a greater readership despite the paper's audited distribution trailing its rival by nearly 100,000 copies.
London Lite's revenue has "exceeded expectations", but the paper was years away from making a profit, Auckland said.
He expressed doubts about the London Paper's claim that it would move into profit in two years.
"If they do that they are miracle workers," Auckland said. "We say that at Lite that will take us five years."
THIS STORY IS ABOUT METRO MAKING MORE MONEY THAN THE DAILY MIRROR AND ARE LOOKING TO TAKE OVER THEIR CIRCULATION WITHIN 12-18 MONTHS. THE METRO ARE PLANNING TO APPEAL TO MORE AREAS AS WELL AS THE CURRENT 16 CITIES THEY TARGET AT THE MOMENT. METRO PLAN TO HIRE PEOPLE TO DISTRIBUTE THE PAPER TO CONSUMERS. PERSONALLY, I AM GLAD THAT THE METRO IS DOING WELL I HOPE THAT IT CONTINUES TO DO WELL RATHER THAN THE 'TRASHY' NEWSPAPERS OUT THERE LIKE THE SUN!!
Thursday, 22 November 2007
audience profiling and uses and gratifications
checkpoint one: what is demographic profiling? a basic way of grouping audiences for example according to age, gender and religion.
checkpoint two: what is psychographic profiling? categorise audiences in terms of needs and motivations...targeted directly through their needs and desires.
checkpoint three: why do you think advertisers create these niche nicknames? easy way to define target audience.
checkpoint one: what four motivations for choosing a text did Blumer and Katz suggest? diversion personal relationship personal identity and surveillance see notes for detail.
checkpoint two: what is a cultural code? different socio-economic groups will interpret texts in different ways. For example a working class person will see an issue or game on gun crime and will probably go out and get a gun, whereas a middle class person will read the text and come to the conclusion that this particular group ie black youths are criminals or linked to gun crime.
checkpoint two: what is psychographic profiling? categorise audiences in terms of needs and motivations...targeted directly through their needs and desires.
checkpoint three: why do you think advertisers create these niche nicknames? easy way to define target audience.
checkpoint one: what four motivations for choosing a text did Blumer and Katz suggest? diversion personal relationship personal identity and surveillance see notes for detail.
checkpoint two: what is a cultural code? different socio-economic groups will interpret texts in different ways. For example a working class person will see an issue or game on gun crime and will probably go out and get a gun, whereas a middle class person will read the text and come to the conclusion that this particular group ie black youths are criminals or linked to gun crime.
Tuesday, 20 November 2007
The UK's main terrestrial broadcasters have agreed a joint blueprint for the roll-out of high definition TV services on Freeview.
The BBC, ITV, Channel 4 and Channel Five have signed a "non-binding memorandum of understanding" that could see the introduction of HD channels on Freeview by late 2009.
The landmark agreement represents a major volte face by the broadcasters.
They had maintained there would not be enough capacity on Freeview for HD channels unless media watchdog Ofcom set aside capacity freed up by digital switchover.
The broadcasters are part of lobby group HD for All, which has been pushing for capacity to be set aside for HD channels rather than auctioned off - as Ofcom would prefer.
As recently as May, ITV's executive chairman, Michael Grade, maintained that launching HD channels using existing spectrum would present "insurmountable practical, legal and financial hurdles".
Today's agreement between the broadcasters comes ahead of an announcement by Ofcom tomorrow morning of a consultation into the future of digital terrestrial television.
The first services to be launched will be BBC HD, which was approved by the BBC Trust yesterday, ITV HD and Channel 4 HD.
Channel Five's service will follow as soon as capacity is available and by 2012 at the latest.
The agreement involves the use of new technologies to increase capacity on Freeview and a rearrangement of some of the channels carried on Freeview,
One of the BBC's two Freeview multiplexes will need to be set aside to make the launch of the HD channels possible.
The proposed agreement will require approval from the BBC Trust, as well as regulatory approval from Ofcom.
Sky is already a major HD player, having launched its own service in May 2006. It has so far signed up around 360,000 customers.
Channel 4 plans to launch an HD service on Sky in December, while the BBC has been trialling an HD channel on digital satellite and cable TV.
THIS ARTICLE IS ABOUT HD JOINING FREE-VIEW CHANNELS. THERE HAS BEEN AN ISSUE THAT THERE ARE NOT ENOUGH CHANNELS TO PROVIDE THE HD CHANNELS UNLESS OFCOM SET ASIDE SOME CHANNELS. THE CHANNELS WILL NEED PERMISSION WITH THE BBC THEY NEED IT FROM THE BBC TRUST AS WELL AS OFCOM.
The BBC, ITV, Channel 4 and Channel Five have signed a "non-binding memorandum of understanding" that could see the introduction of HD channels on Freeview by late 2009.
The landmark agreement represents a major volte face by the broadcasters.
They had maintained there would not be enough capacity on Freeview for HD channels unless media watchdog Ofcom set aside capacity freed up by digital switchover.
The broadcasters are part of lobby group HD for All, which has been pushing for capacity to be set aside for HD channels rather than auctioned off - as Ofcom would prefer.
As recently as May, ITV's executive chairman, Michael Grade, maintained that launching HD channels using existing spectrum would present "insurmountable practical, legal and financial hurdles".
Today's agreement between the broadcasters comes ahead of an announcement by Ofcom tomorrow morning of a consultation into the future of digital terrestrial television.
The first services to be launched will be BBC HD, which was approved by the BBC Trust yesterday, ITV HD and Channel 4 HD.
Channel Five's service will follow as soon as capacity is available and by 2012 at the latest.
The agreement involves the use of new technologies to increase capacity on Freeview and a rearrangement of some of the channels carried on Freeview,
One of the BBC's two Freeview multiplexes will need to be set aside to make the launch of the HD channels possible.
The proposed agreement will require approval from the BBC Trust, as well as regulatory approval from Ofcom.
Sky is already a major HD player, having launched its own service in May 2006. It has so far signed up around 360,000 customers.
Channel 4 plans to launch an HD service on Sky in December, while the BBC has been trialling an HD channel on digital satellite and cable TV.
THIS ARTICLE IS ABOUT HD JOINING FREE-VIEW CHANNELS. THERE HAS BEEN AN ISSUE THAT THERE ARE NOT ENOUGH CHANNELS TO PROVIDE THE HD CHANNELS UNLESS OFCOM SET ASIDE SOME CHANNELS. THE CHANNELS WILL NEED PERMISSION WITH THE BBC THEY NEED IT FROM THE BBC TRUST AS WELL AS OFCOM.
effects theory
checkpoint one: The culture industry is the rise of media industries on society. It states that society controls almost everything including culture. the bourgeosie set ideologies and values that they pass down to classes are of their view eg the government.
checkpoint two:Desensitised means less sensitive. this relates to media as movies and documentaries will be shown in contemporary society rather than in previous years where there may have been ethics to consider for example the documentaries on Islam and other religious programmes
checkpoint two:Desensitised means less sensitive. this relates to media as movies and documentaries will be shown in contemporary society rather than in previous years where there may have been ethics to consider for example the documentaries on Islam and other religious programmes
Friday, 9 November 2007
Sir David and Sir Frederick Barclay-34
Job: owners of the Telegraph Group, Press Holdings
Age: 72
Industry: publishing
Circulation: Daily Telegraph 894,258, Sunday Telegraph 655,047 (May 2007), Spectator 72,034
Worth: £1.8bn2006
ranking: 30
*bought it for £665m three years ago.
*In the past 12 months, the Daily Telegraph had yet another new editor in Will Lewis (replacing John Bryant
*the papers have moved from Canary Wharf to new high-tech offices in Victoria, central London, as they belatedly embraced the digital age.
*Sir David and Sir Frederick Barclay have a reputation for being hands-off owners, deferring the running of the Telegraph Group to its chairman, Sir David's son Aidan Barclay, and chief executive Murdoch MacLennan.
Age: 72
Industry: publishing
Circulation: Daily Telegraph 894,258, Sunday Telegraph 655,047 (May 2007), Spectator 72,034
Worth: £1.8bn2006
ranking: 30
*bought it for £665m three years ago.
*In the past 12 months, the Daily Telegraph had yet another new editor in Will Lewis (replacing John Bryant
*the papers have moved from Canary Wharf to new high-tech offices in Victoria, central London, as they belatedly embraced the digital age.
*Sir David and Sir Frederick Barclay have a reputation for being hands-off owners, deferring the running of the Telegraph Group to its chairman, Sir David's son Aidan Barclay, and chief executive Murdoch MacLennan.
media guardian story weeek6
Weakest Link tipped for Neighbours slot
Tara Conlan
Guardian Unlimited
Thursday November 8 2007
Robinson: could front The Weakest Link on BBC1. Photograph: BBC
BBC2 quiz The Weakest Link has emerged as the leading contender to replace Neighbours when the long-running soap leaves BBC1 early next year.
Discussions have been taking place within the corporation to transfer the Anne Robinson-fronted show to BBC1 - a move that would push flagship children's shows Blue Peter and Newsround back to an earlier time slot.
The move is likely to boost BBC1's ratings but anger those children who are not home in time to see some of their favourite programmes.
The thorny issue of how to replace Neighbours has been taxing top BBC executives ever since Five snatched the rights to the Australian show in May.
It is understood that BBC Vision director Jana Bennett is in favour of the proposal to move The Weakest Link to BBC1.
The problem is that the quiz runs for 45 minutes whereas Neighbours, which has been a BBC1 stalwart for 21 years, runs for just 25 minutes between 5.35pm and 6pm.
Talks have been taking place with the show's producers to reduce the caustic quiz to a 30-minute running time.
However, it is understood they feel the format would be damaged by cutting it to half an hour and want to keep it at 45 minutes.
Beginning The Weakest Link at 5.15pm would have a knock-on effect on children's programmes such as Blue Peter.
It would have to begin at 4.45pm, rather than 5pm, meaning some young viewers would miss it if they were not back from school in time.
Another show that might be moved is news programme Newsround, which usually airs at 5.25pm.
The Weakest Link currently airs every weekday between 5.15pm and 6pm on BBC2 and averages an audience of around 2.4 million viewers.
It is not yet clear if the total amount of hours of children's programmes would be reduced.
One insider said the whole two-hour block could remain, but simply be shunted back to begin earlier at 3.15pm to accommodate The Weakest Link.
But another source warned the move would send out the wrong signals about the BBC's priorities.
"At 4.45pm, many children are not home from school yet. The BBC talks about investing in the future of young children and isn't that one of the reasons it exists - yet it's now considering pushing back children's shows for an adult quiz."
The source added: "When the BBC was bidding for a new licence fee it constantly went on about its public service credentials. Who would have thought a year later this would be being proposed?"
ITV has already seen the ratings benefits of cutting back on children's programmes in favour of more quizzes and repeats of classic dramas.
But the move has been attacked by children's campaigners and teachers.
A BBC spokesman said: "A number of options are being discussed but no decision has been made on what will replace Neighbours."
THIS ARTICLE IS ABOUT WEAKEST LINK TAKING OVER NEIGHBOURS AS IT WILL BE LEAVING BBC1 NEXT YEAR. THEY ARE THINKING OF SHOWING NEWSROUND AT AN EARLIER TIME, HOWEVER EVEN THOUGH THE MOVE IS LOOKING TO BOOST RATINGS; IT WILL ANNOY SOME CHILDREN AS THEY ARE NOT HOME IN TIME TO WATCH NEWSROUND. NEIGHBOURS WILL BE MOVING BECAUSE CHANNEL 5 'SNATCHED' THE RIGHTS.
Tara Conlan
Guardian Unlimited
Thursday November 8 2007
Robinson: could front The Weakest Link on BBC1. Photograph: BBC
BBC2 quiz The Weakest Link has emerged as the leading contender to replace Neighbours when the long-running soap leaves BBC1 early next year.
Discussions have been taking place within the corporation to transfer the Anne Robinson-fronted show to BBC1 - a move that would push flagship children's shows Blue Peter and Newsround back to an earlier time slot.
The move is likely to boost BBC1's ratings but anger those children who are not home in time to see some of their favourite programmes.
The thorny issue of how to replace Neighbours has been taxing top BBC executives ever since Five snatched the rights to the Australian show in May.
It is understood that BBC Vision director Jana Bennett is in favour of the proposal to move The Weakest Link to BBC1.
The problem is that the quiz runs for 45 minutes whereas Neighbours, which has been a BBC1 stalwart for 21 years, runs for just 25 minutes between 5.35pm and 6pm.
Talks have been taking place with the show's producers to reduce the caustic quiz to a 30-minute running time.
However, it is understood they feel the format would be damaged by cutting it to half an hour and want to keep it at 45 minutes.
Beginning The Weakest Link at 5.15pm would have a knock-on effect on children's programmes such as Blue Peter.
It would have to begin at 4.45pm, rather than 5pm, meaning some young viewers would miss it if they were not back from school in time.
Another show that might be moved is news programme Newsround, which usually airs at 5.25pm.
The Weakest Link currently airs every weekday between 5.15pm and 6pm on BBC2 and averages an audience of around 2.4 million viewers.
It is not yet clear if the total amount of hours of children's programmes would be reduced.
One insider said the whole two-hour block could remain, but simply be shunted back to begin earlier at 3.15pm to accommodate The Weakest Link.
But another source warned the move would send out the wrong signals about the BBC's priorities.
"At 4.45pm, many children are not home from school yet. The BBC talks about investing in the future of young children and isn't that one of the reasons it exists - yet it's now considering pushing back children's shows for an adult quiz."
The source added: "When the BBC was bidding for a new licence fee it constantly went on about its public service credentials. Who would have thought a year later this would be being proposed?"
ITV has already seen the ratings benefits of cutting back on children's programmes in favour of more quizzes and repeats of classic dramas.
But the move has been attacked by children's campaigners and teachers.
A BBC spokesman said: "A number of options are being discussed but no decision has been made on what will replace Neighbours."
THIS ARTICLE IS ABOUT WEAKEST LINK TAKING OVER NEIGHBOURS AS IT WILL BE LEAVING BBC1 NEXT YEAR. THEY ARE THINKING OF SHOWING NEWSROUND AT AN EARLIER TIME, HOWEVER EVEN THOUGH THE MOVE IS LOOKING TO BOOST RATINGS; IT WILL ANNOY SOME CHILDREN AS THEY ARE NOT HOME IN TIME TO WATCH NEWSROUND. NEIGHBOURS WILL BE MOVING BECAUSE CHANNEL 5 'SNATCHED' THE RIGHTS.
Wednesday, 7 November 2007
Marxist and Pluralist Consequences
This is the 'game' we played in class the bold points are my views
-Pluralism is a society where consumers have various choices therefore it is a good thing as the audience can decide what they want to consume rather than being told what to watch, read and buy.
-Not really if institutions like Sky, which provide a package that has an all in one…it is easier to get Sky rather than looking for choice
-Whatever! They can get whatever they want. It is up to them no one is forcing them.
-The audience are aware of what they want. There is more choice for them; this is due to the growth of the internet where everything is available. Pluralism is good.
- But if an institution can keep people happy, then ultimately it can control what the people think as they decide what to show and hat not to show. Hegemony is apparent all the time as a lot of choices have already been made for us.
-Just because Sky provides packages doesn’t mean they control us, the audiences are now more active than they used to be and won’t accept what Sky has to say, they will choose to ‘conform, accommodate or reject’.
- As Althusser stated the media is part of the ISA and as soon as you hit the age of 3 there are programmes out there that ‘brainwash’. As you are brought up media is constantly around helping other ISA such as the education system and religion to pass down norms and values. THIS AGREES WITH MARXISM.
-With the diverse range of choices that the audiences have been given so we are not receiving them passively as we are media literate and the media helps us to maintain this view.
*Sky do not only offer one package they offer a range of channels but yes I can see viewpoint 2’s point, only one person owns sky so it can be bias.
* Viewpoint 4 talks about the internet have different choices, but what about one person posting things on the internet which is not true then the audience are passive they believe what they hear, but again you could argue that people are becoming more literate, which is what viewpoint 6 is arguing.
This is the 'game' we played in class the bold points are my views
-Pluralism is a society where consumers have various choices therefore it is a good thing as the audience can decide what they want to consume rather than being told what to watch, read and buy.
-Not really if institutions like Sky, which provide a package that has an all in one…it is easier to get Sky rather than looking for choice
-Whatever! They can get whatever they want. It is up to them no one is forcing them.
-The audience are aware of what they want. There is more choice for them; this is due to the growth of the internet where everything is available. Pluralism is good.
- But if an institution can keep people happy, then ultimately it can control what the people think as they decide what to show and hat not to show. Hegemony is apparent all the time as a lot of choices have already been made for us.
-Just because Sky provides packages doesn’t mean they control us, the audiences are now more active than they used to be and won’t accept what Sky has to say, they will choose to ‘conform, accommodate or reject’.
- As Althusser stated the media is part of the ISA and as soon as you hit the age of 3 there are programmes out there that ‘brainwash’. As you are brought up media is constantly around helping other ISA such as the education system and religion to pass down norms and values. THIS AGREES WITH MARXISM.
-With the diverse range of choices that the audiences have been given so we are not receiving them passively as we are media literate and the media helps us to maintain this view.
*Sky do not only offer one package they offer a range of channels but yes I can see viewpoint 2’s point, only one person owns sky so it can be bias.
* Viewpoint 4 talks about the internet have different choices, but what about one person posting things on the internet which is not true then the audience are passive they believe what they hear, but again you could argue that people are becoming more literate, which is what viewpoint 6 is arguing.
Monday, 5 November 2007
Pluralism
In what ways do I agree with Pluralism?
To a certain extent i agree with pluralism as society, for example the media have choices within the market for example with magazines. Also if we look at superstores there is now a wide range of places to go however there is a tesco preety much located everywhere therefore people-consumers are drawn towards them. Similarly, television have choices of channels to watch however if one person owns these channels then they will provide the audience with the same values as a result there is really not much choice for example Murdoch. This shows that there really is not a pluralistic society......MR BUSH WHAT IS FOURTH ESTATE BECAUSE I DO NOT THINK WE WENT THROUGH THIS BIT....
To a certain extent i agree with pluralism as society, for example the media have choices within the market for example with magazines. Also if we look at superstores there is now a wide range of places to go however there is a tesco preety much located everywhere therefore people-consumers are drawn towards them. Similarly, television have choices of channels to watch however if one person owns these channels then they will provide the audience with the same values as a result there is really not much choice for example Murdoch. This shows that there really is not a pluralistic society......MR BUSH WHAT IS FOURTH ESTATE BECAUSE I DO NOT THINK WE WENT THROUGH THIS BIT....
media guardian AGAIN.....week 5
Channel 4 has been cleared of breaching broadcasting regulations over its decision to transmit an incident in which a Big Brother contestant used a racially offensive word to describe another housemate.
Nineteen-year-old Emily Parr was axed from the show by producers after making the comment to Charley Uchea early in this summer's Big Brother series.
Emily Parr: acknowledged that she should have been 'more careful with her words'. Photograph: Channel 4 Ofcom said Channel 4's decision to broadcast the incident was justified by the context of the show, adding that it had made clear that the language was "offensive and unacceptable".
Around 450 complaints were made after Parr's comment was broadcast in a Channel 4 highlights episode of Big Brother on June 7 this year.
Parr, from Bristol, was dancing with two of her fellow contestants on the night of June 6-7 when she said to Uchea: "You pushing it out, you nigger."
When she was challenged by the pair, Parr said she was joking, adding that she had black friends who called her that.
Parr was removed from the house the following morning, June 7. At the time of her disqualification, Channel 4 said Parr had used a "racially offensive word" and that she had acknowledged she should have been "more careful with her words".
But some viewers complained that Channel 4 had over-reacted by removing Parr from the house, and had failed its its duty of care to the reality TV contestant.
Channel 4 was also cleared today by Ofcom of any wrong-doing in a similar incident on this year's series of the reality show when a contestant was called a "poof".
The behaviour of the housemates and Channel 4 was under close scrutiny in the wake of the Celebrity Big Brother race row when the treatment of the Bollywood actor Shilpa Shetty by Jade Goody, Danielle Lloyd and Jo O'Meara prompted 54,000 complaints and led to effigies being burnt on the streets of India.
"Ofcom has made clear in previous adjudications and findings that the broadcasters' right to broadcast such material and the audience's right to receive it is an important principle," said the regulator in its ruling today.
"It has been established over many series that the Big Brother audience expects to see all aspects of the housemates' characters exposed during their stay in the house.
"Channel 4 would not have been expected to keep key character information from viewers, since it is the viewers who decide who to vote for.
"By including these scenes, Channel 4 offered viewers an insight into all the housemates' characters, not just Emily Parr's. In Ofcom's view this context is in line with the editorial content of the series and audience expectations."
The regulator said the programme had made clear that the use of that particular word was "offensive and unacceptable ... Ofcom therefore considered that there was appropriate justification and there was no breach of the code".
Separately, around 200 viewers complained after two incidents in which another Big Brother contestant, Laura Williams, called housemate Liam McGough a "poof".
Viewers who complained said the word was as offensive to the gay community as the word used by Parr was to the black community.
Channel 4 told Ofcom that "very careful consideration" had been given to its inclusion in the show.
But the broadcaster said that it had underestimated the offence it caused viewers after the first comment was aired.
When it was repeated, Big Brother called Williams into the diary room to reprimand her for her language, and she was later evicted from the house by viewers.
Channel 4 said the decision to broadcast the comment had been considered at senior levels in both the channel and the production company, Endemol.
In its ruling, Ofcom said: "For the broadcaster, the important distinction had been made that Laura Williams, in contrast to Emily Parr, had not used this term directly against a gay housemate (Liam McGough is not gay) and it had been very clear that the gay housemate whom it had been used in front of had not been offended by her use of the term, unlike Charley Uchea in the Emily Parr incident."
The regulator said there was "insufficient or no evidence to suggest that Laura Williams used the word ... in a denigratory way".
The comments were included in Big Brother updates on Channel 4 broadcast on July 1 and July 4.
Ofcom said it was "not possible or appropriate at present to establish definitively the degree of offence use of the world 'poof' can cause in all contexts".
But it said it was "sympathetic" to the concerns voiced by complainants about the use of the word, and reminded broadcasters to "exercise care about the frequency with, and context in, the word is broadcast".
Nineteen-year-old Emily Parr was axed from the show by producers after making the comment to Charley Uchea early in this summer's Big Brother series.
Emily Parr: acknowledged that she should have been 'more careful with her words'. Photograph: Channel 4 Ofcom said Channel 4's decision to broadcast the incident was justified by the context of the show, adding that it had made clear that the language was "offensive and unacceptable".
Around 450 complaints were made after Parr's comment was broadcast in a Channel 4 highlights episode of Big Brother on June 7 this year.
Parr, from Bristol, was dancing with two of her fellow contestants on the night of June 6-7 when she said to Uchea: "You pushing it out, you nigger."
When she was challenged by the pair, Parr said she was joking, adding that she had black friends who called her that.
Parr was removed from the house the following morning, June 7. At the time of her disqualification, Channel 4 said Parr had used a "racially offensive word" and that she had acknowledged she should have been "more careful with her words".
But some viewers complained that Channel 4 had over-reacted by removing Parr from the house, and had failed its its duty of care to the reality TV contestant.
Channel 4 was also cleared today by Ofcom of any wrong-doing in a similar incident on this year's series of the reality show when a contestant was called a "poof".
The behaviour of the housemates and Channel 4 was under close scrutiny in the wake of the Celebrity Big Brother race row when the treatment of the Bollywood actor Shilpa Shetty by Jade Goody, Danielle Lloyd and Jo O'Meara prompted 54,000 complaints and led to effigies being burnt on the streets of India.
"Ofcom has made clear in previous adjudications and findings that the broadcasters' right to broadcast such material and the audience's right to receive it is an important principle," said the regulator in its ruling today.
"It has been established over many series that the Big Brother audience expects to see all aspects of the housemates' characters exposed during their stay in the house.
"Channel 4 would not have been expected to keep key character information from viewers, since it is the viewers who decide who to vote for.
"By including these scenes, Channel 4 offered viewers an insight into all the housemates' characters, not just Emily Parr's. In Ofcom's view this context is in line with the editorial content of the series and audience expectations."
The regulator said the programme had made clear that the use of that particular word was "offensive and unacceptable ... Ofcom therefore considered that there was appropriate justification and there was no breach of the code".
Separately, around 200 viewers complained after two incidents in which another Big Brother contestant, Laura Williams, called housemate Liam McGough a "poof".
Viewers who complained said the word was as offensive to the gay community as the word used by Parr was to the black community.
Channel 4 told Ofcom that "very careful consideration" had been given to its inclusion in the show.
But the broadcaster said that it had underestimated the offence it caused viewers after the first comment was aired.
When it was repeated, Big Brother called Williams into the diary room to reprimand her for her language, and she was later evicted from the house by viewers.
Channel 4 said the decision to broadcast the comment had been considered at senior levels in both the channel and the production company, Endemol.
In its ruling, Ofcom said: "For the broadcaster, the important distinction had been made that Laura Williams, in contrast to Emily Parr, had not used this term directly against a gay housemate (Liam McGough is not gay) and it had been very clear that the gay housemate whom it had been used in front of had not been offended by her use of the term, unlike Charley Uchea in the Emily Parr incident."
The regulator said there was "insufficient or no evidence to suggest that Laura Williams used the word ... in a denigratory way".
The comments were included in Big Brother updates on Channel 4 broadcast on July 1 and July 4.
Ofcom said it was "not possible or appropriate at present to establish definitively the degree of offence use of the world 'poof' can cause in all contexts".
But it said it was "sympathetic" to the concerns voiced by complainants about the use of the word, and reminded broadcasters to "exercise care about the frequency with, and context in, the word is broadcast".
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