University Assignment: Critical Analysis of a News Image (COMM1060)

This report provides a critical analysis of a news image featuring Mark Zuckerberg, focusing on the target audience, signifiers (position, size, color, angle), and the use of denotation and connotation to interpret the image's meaning. The analysis delves into how ethos, pathos, and logos are employ...Read More

Assignment 1 Critical Analysis; Katarina Bozic
1. Who is the target audience for the image and how can you tell?
Mark Zuckerberg, being the founder and CEO of Facebook, generally brings interest
to a target audience of young adults and mature audiences that know the platform.
The image targets this demographic as Facebook was first launched in February of
2004 and is known for being most popular amongst young adults. The fact that
Zuckerberg is also set within a political setting, would also draw audiences of political
interest as it’s more intended for people with some political understanding. This
again ties in with the age demographic, as a much younger audience may not have a
great understanding of politics and political issues in the media. It would also target
people worried about online privacy, such as parents. Even nothing is stated in the
image of the article, online privacy worries many people today, especially when it
comes to social media. As Mark Zuckerberg is known by many people for being the
founder and CEO of Facebook, it would have users questioning why he is sat within

that setting and why he is being swarmed at by cameras, as if he is in legal trouble
regarding Facebook. Parents would be interested as many young people, possibly
their children, are on the platform.
2. What are the most important signifiers within the image? (hint: think about
position, size, angle, colour, etc.)
A large signifier in the image is the position and angle in which the photo has been
taken. The photo has captured Zuckerberg sat within the rule of thirds, to the left-
hand side of the image, which draws the viewer's eye into the composition, instead
of just glancing at the centre. The position in which Zuckerberg is seated is another
large signifier as he can be seen faced away from the camera attention which could
signify different feelings. The setting is also quite dull with dark colours. The
cameramen in the image are also quite huddled together and are made to look a lot
smaller than Zuckerberg as they are further away (Statista, 2020).
The size is enough to capture the whole scenario. The expressions of Mark
Zuckerberg can be properly noticed. The people around are hurdling to capture
Mark and the whole scene. The colour and background are little dark and
representing the serious of the concern as it was about the legal trouble. The
expression of the people in the surrounding area representing the seriousness of the
concern.
3. Drawing upon the signifiers you have identified within the image, using the
denotation and connotation of the term, explain the meanings you make from
these signifiers.
Facebook was in its nascent stages in 2004. The image is representing the
seriousness of the matter on Mark Zuckerberg’s face.
Denotation: The rule of thirds has been used to capture the image. It is an operative
way to frame the elements in the image which is more visually captivating. The
image has been divided into thirds by making use of two horizontal and two vertical
lines. The position of Mark is the most significant element of the image. It is a natural

image. The off-centre composition is also attractive to the eye as it is
characteristically where eyes go first.
connotation: It is encompassing the feeling or underlying message contained. The
picture contains the 2 aspects, Mark and the audience. People in the picture are
reaching towards Mark (History, 2019).
Denotation: Mark is faced away and looking in another direction to figure out the
question asked by someone.
Connotation: A little discomfort can be seen on Mark’s face as he is entangled into
the legal trouble and has been attacked with a bundle of questions.
4. Explain how ethos, pathos and logos are being used within the advert
Ethos: Mark Zuckerberg is appealing in the picture. The picture is evoking Mark as a
character. Mark is trying to be ethical by answering all the legal issues faced by
Facebook. He is trying to convince the audience that Facebook is ethical and reliable
which is quite validating for the customers. Mark in the picture appears to be
considerable, authoritative and reliable to listen to.
Pathos: Mark is away from the attention of the camera and having a sense of
discomfort. Mark is not only surrounded by the cameras but with a lot of allegations
concerning the legal matter. The image is contained with the dull, solid and dark
colours reflecting a serious framework, suggesting to the spectators that image is of
seriousness.
Logos: The logos are reflecting logic into the picture by making use of facts and
evidence. Here in the picture, Mark is trying to convince the audience by using
reason and logic. The audience in the picture is listening for a reason (Perez, 2018).
5. What is the overall message conveyed by this image?
In the image, it can be viewed that Mark Zuckerberg is surrounded by the cameras
and leading as a mentor for the legal trouble faced by Facebook which is online
privacy. Mark is attentive and facing the questions raised by the audience.

Mark is the attraction in the picture for everyone. He is centred for everyone in the
image. The audience in the picture is listening and capturing attentively to Mark.
Mark was asked the questions about privacy publicly and is being shamed.
Mark mentioned that secure and safe action has been taken by Facebook. Mark get
to face the matters concerning legal issues in the abundance and is proving
everything in detail with confidence. Facebook has worked hard to construct privacy.
It is different from other social networking sites. It is well suitable for a different type
of interactions let it be casual or official. Mark seems to be significant, authoritative
and reliable to listen to everyone available in the scenario.

References
Perez, S., 2018. Techcrunch Is Now A Part Of Verizon Media. [online] Techcrunch.com.
Available at: <https://techcrunch.com/2018/04/23/facebooks-new-authorization-process-
for-political-ads-goes-live-in-the-u-s/> [Accessed 15 March 2020].
History, 2019. Facebook Launches. [online] Available at: <https://www.history.com/this-day-
in-history/facebook-launches-mark-zuckerberg> [Accessed 19 March 2020].
Statista, 2020. Global Facebook User Age & Gender Distribution 2020 | Statista. [online]
Available at: <https://www.statista.com/statistics/376128/facebook-global-user-age-
distribution/> [Accessed 19 March 2020].