chelseagibsonmedia

Key Assessment. Ideology- A term used to describe  the thoughts or feelings of a person or group.  Intertextuality- Reference to other media texts within a media text. Positioning- The way that a media text has been laid out for the audience. Lexis- The language used in a media text. Diametric opposition- One thing being the complete opposite to another thing. Paradigmatic feature- The key features that make up a media product. Which two theoretical perspectives have we studied that can be 'credited' to Stuart Hall? Stuart Hall can be credited for the his theories representation. He believed that our views on things in the world such as social groups, events and issues can be constructed by representation. He also said that everything has it's own meaning, such as a tree symbolising growth. Hall's second theory was that each member of a products audience will take different meaning from it and so he believed that there are several different meanings for

The effects model, the hypodermic needle theory. The theory suggests that the mass media could influence a very large group of people directly and uniformly by "shooting" or "injecting" them with appropriate messages designed to trigger a desired response. They express the view that the media is a dangerous means of communicating an idea because the audience is powerless to resist the impact of the message. People are seen as passive and are seen as having a lot of media material "shot" at them. People end up thinking what they are told because there is no other source of information. Passive audience theories: The cultivation theory. The hypodermic needle theory. Active audience theories: Reception theory. Decodi ng:  Decoding is t he audiences job to break down the text of a media product in order to find out what it means. Encoding:  Encoding is done by the producer of a media product and involves creating a piece for the audience to  de

Key Theory 16- George Gerbner- Cultivation Theory. Cultivation theory-  The idea that prolonged and heavy exposure to tv cultivates, as in grows or develops in the audience, a view of the world consistent with the dominant or majority view expounded by television. Television (and other mass media tools) present a mainstream view of culture, ignoring everything else. In doing so, television distorts reality. Heavy television users are therefore more likely to accept this edited and distorted view of reality. Issues with the cultivation theory include the fact that not everyone watches excessive amounts of television. while this theory may have been useful in the 1970's, with only three channels, the ridiculous amount of ways we have to accessing media now challenges the idea that any ideology can be mainstream. Key Theory 17- Stuart Hall- Reception Theory.  Hall believed that the "right"reading of a text can be enforced by positioning. This concept has to be

Narrative. Narrative- A  spoken or written account of connected events; a story. Tzvetan's theory is that within narrative, the power is in a state of equilibrium (balance) as the story progresses the state of equilibrium can change and develop.   Each narrative should start with an initial equilibrium. however, the equilibrium is changed after a disruption, resulting in disequilibrium . The old equilibrium is broken, and therefore a new one must begin. this will repeat during the narrative until we reach a final  equilibrium . Linear narrative- A narrative that follows a line from beginning to end. Non-linear narrative- A narrative that doesn't follow a line from the beginning to the end (It goes back and forth non chronologically.) John Lewis Christmas advert.  How is meaning created through the narrative? the advert creates meaning through the narrative by showing intimate moments between the boy and his penguin, making the audience feel a part of thei

Task two - Find two different (audio-visual) adverts and analyse them. https://www.youtube.com/watch?v=9m3LuKlpqy4  (The Bud Light advert) How is meaning created through the narrative? In the advert for bud light, the king and all of his subjects use the wizard to turn objects around the castle into boxes of bud light.  After he creates several crates of bud light the wizard tells the king that he can be used for so much more, such as making people immortal and cursing enemies. The advertisement then uses the narrative to show that bud light is the most important thing in all of their lives when the king says that he only wants the wizard to perform the bud light trick. The importance of the bud light to the king and his subjects is backed up when they celebrate every time they are given more beer. Despite the importance of the beer being a big statement for the company to make, it is back such a large brand that they are able to get away with it. The advert is also li

A review of media so far. What do you think has gone particularly well so far this year?  What are your strengths? I believe that in the first few weeks of my A-level media course I have learnt many new key words and terminology in order to analyse both print and digital media advertising. Although I find working with both styles interesting I prefer digital media because I feel that I can find more to say about it than a print advert.   What is stopping you from achieving your goals?  I believe the one thing that could stand between me and my goals in media is a lack of experience in the subject. I will stop this from happening by completing extra work and making sure I talk to my subject teachers or other students when I am finding something difficult. What threats might you face, (for example not enough time, lack of organisation, pressure from other subjects...) I think that one of the threats that could hinder me when trying to achieve my goals is that I am shy a

Mini-mock. The poster for the film Wonder Woman uses many basic features to draw in it's audience. From looking at this poster it is instantly obvious that this film will conform to an average superhero/action film. The main character, Wonder Woman is at the forefront of the poster, making everyone instantly aware that this is who they are advertising a film for. The poster displays Wonder Woman holding a sword, this is a symbolic code to show the audience that this is going to be an action film with lots of fight scenes and war. This has been done so that the audience know what they are in for before they go and see the film and gives them a sense of familiarity because fight scenes are a big part of most super hero and action films. The advertisement uses binary opposites within the character's clothes. Wonder Woman has been given her signature red, blue and gold outfit, making her appealing to viewers. Where as the man behind her is wearing a basic white and grey out

Key Theory 3- Steve Neale- Theories Around Genre. Neale believes that genre is essentially instances of repetition and difference. He suggested that text needs to conform to some generic paradigms to be identified with in a certain genre- but must also subvert these conventions in order to not appear identical. Colossal. What genre is this media product? This media product is a hybrid genre film. Colossal conforms to several different genres, including: Action, super natural, comedy, thriller, romance.  What are the paradigmatic and iconographic features that construct this genre? The clip uses several features in order to conform to stereotypes, including: Made up creature, one liners and jokes, explosions, fight scenes, a romantic interest between the two lead characters and pink lettering to show that the film is made up of several different genres. In what way does the clip conform or subvert to genre conventions? The clip conforms to the genre of an action fi

Utopia. In the trailer for Utopia we see that the producer has used a lot of empty shots (establishing shots) to create a feeling suspense and mystery as the trailer builds. This gives the audience the feeling that they are watching a tailer for a thriller movie. Some of the shot in the advertisement are taken from a high angle, suggesting that these characters are weak and vulnerable to the power which is above them. The mise-en-scene, however, uses props such as the creepy drawings and the rabbit costume to instal a sense of fear in the audience, making them believe that this is actually a horror film. On the other hand, scenes such as the man looking at his ID suggest that this program is going to be a spy film with a underlying theme of mystery. The producer of the series has created this hybrid genre to confuse the audience and make them want to find out what the program is about. The mix of genres also appeals to a wider audience, gaining more attention for the product.

Genre- Genre- A type of media product governed by implicit rules that are shared by the makers of the product and the audience for it. Genre paradigm-  P articular media texts derive  meaning  from the ways in which the medium and  genre  used differs from the alternatives. Genres in music: Pop Rock Heavy metal RnB Country Rap Classical Jazz Gospel  Hip hop Reggae  Techno  Genres in videogames: Platform games Action games Shooting Fighting games Stealth games Survival games Rhythm games Real time 3D adventures Interactive Virtual reality  Hybrid genres and subgenres. "Traditional" genres are arguably both less important and less useful as a frame of reference than ever. Far more important in the study of genres are the noti ons of subgeners and generic hybridity.  Genre paradigms, also know as genre conventions, are aspects of a media text (for example editing, mise-en-scene, sound ect) the demonstrate to the audience what a media produc

Water Aid Advertisement Analysis. Established in 1981 Water Aid was a response to a united nations campaign for clean water hygiene education in underdeveloped areas. The charity has organisations in 37 different African, Asian and central American countries. Since 1991 the charities patron has been prince Charles. The advertisement was created by Atomic in October 2016, and is titled "Rain For Good" and stars 16 year old Zambian student Claudia and aims to show how communities benefit from clean water by depicting everyday chores such as farming and laundry. https://www.youtube.com/watch?v=Uiy3dkTwPcQ In the advert for Water Air we see Claudia walking to the fresh water pump in her village. The charity has used bright colours in the character's clothes and the buckets they collect water in to show that although they haven't got a lot of money they are still happy and grateful for what they have. Her walk to the water pump has been used to represent a build in h

Key Theory 7- David Gauntlet- Theories Of Identity. Gauntlet believed that despite many negative perceptions of the media audiences are capable of constructing their own identity through what they see on television. Additionally, he writes there are now many more representations of gender than the traditional "gender binary." Roles/characteristics of women: Lots of make-up. Emotional. Skinny. Weaker than men.  Earn less money than men for the same job. Domestic. Take more care over their personal hygiene.  Roles/ characteristics  of men: Strong. Hides their emotions. Good leaders. Attracts lots of women. Bread winners. Competitive. Physically demanding jobs.  Charity Advertisement: What is the purpose of a charity advert? The purpose of a charity advert is to convince the audience that they can make a difference if they donate money. This makes the viewer feel empowered and important because they have helped the charity. How do ch