audience theorists

Jenkins - Fandom, audience participation

- merchandise, stranger things secret cinema experience
- citizen journalism : Ariana Grande concert footage, Grenfell, London Bridge stabbings
the idea that fans appropriate texts and read them in ways that are not fully authorised by the media producers ('textual poaching')

usefulness for news :

- show audience's role in distributing the news- e.g. sharing an article on twitter, instagram, snapchat
-  create community of fans of the newspaper, regular readers, contributors, etc. Show fandom through buying the paper itself - circulation, profit.
- citizen journalism is alive and well : youtube, social media enables people to make media

not useful :

- fandom of news doesn't stand out from any other fandom: less so even as the ability to 'create' and 'textually poach' is much less.
- fandom is very much 'youth driven' - so it excludes a whole demographic and is therefore less useful in understanding news.
- however, still big corporations who have the monopoly


Bandura - hypodermic syringe model - immediate effects
- the idea that the media can implant ideas in the mind of the audience directly

- everyone has freedom of choice - not everyone believes what they read/told
tv drama- D83 :changes peoples perspective of east and west Germany



Gerbner - cultivation

- the idea that exposure to repeated patterns of representation over a long period of time can shape and influence the way in which people perceive the world around them (cultivating particular views and opinions )

gerbner found that people who watched a lot of television were likely to have a more negative view of the world : than people who did not watch television.

theorists

Representation- 

Stuart hall- stereotypes 

Gauntlett- identity: news+ lftvd

Van Zoonen- patriarchy, power, feminist- women are objects in a male society : news and lftvd

Hooks - power imbalance : both

 

Butler - gender performativity, 

Gilroy - ethnicity

Audience-

Bandura - effects ideaology , media effects : news

Gerbner - cultivation , repeated patterns of representation 

Hall - reception, preferred and oppositional readings : both

Henry Jenkins - fandom : lftvd

Skirky - 'end of audience' technology has changed audience forever : both 

Language -

 

Barthes - communicate their meanings through a process of signification

Todorov - equilibrium : lftvd 

Neale - genre, repetition of things to create a genre : both

Levi - strauss - structuralism : both

Baudrillard - post modernism : lftvd

Industry -

Curran and Seaton - power and media 

Livingstone and Lunt - Regulation 

Hesmondhalgh - Cultural industries 

Stuart Hall

⇒Looked into mass media- How the power of the media can represent DRCAGES.

・Oppositional - Definitely will not / do not want to believe the advert.

・Negotiated- 50/50, Don't believe it completely, but doesn't disbelieve it. 

・Preferred Readings- What producers want you to believe/ there intentions-  Definitely believe. 

Media:

≻  Uses stereotypes a lot e.g. Newspapers, adverts, films, e.t.c.

≻ Stereotypes reduce a group of people to some minor characteristics.

≻Ethnic minorities are usually portrayed in negative way.

≻ Dominant hegemonic groups (White, Rich, Male, e.t.c.) make these stereotypes and portray  ethnic minorities as violent and mean. 

Livingstone and Lunt

Regulation⇒

↳ The idea that there is an underlying struggle in recent UK regulation policy, between the needs to further the interests of citizens ⇢ by offering protection from harmful or offensive material- and the need to further the interests of consumers ⇢ by ensuring choice, value for money, and market competition .

↳  The idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media regulation at risk.

Hesmondhalgh

Cultural Industries ⇒


↪ The idea that cultural industry companies aim to minimise risk and maximise audiences through vertical and horizontal integration, by formatting their cultural products (e.g through the stars, genres and serials.)

Vertical Integration- One firm engaged in different parts of production ⇢ Growing raw materials, manufacturing, transporting, marketing and retailing. 

Horizontal Integration- A consolidation of many firms that handle the same part of the production process 

↪ As well as it holding the idea that the largest companies now operate across a number of different cultural industries. 

Curran And Seaton

What Is The Theory? 

→ Newspapers should reflect the interests of an audience, otherwise they will go out of business; they should be liberal and anyone should be able to make one. 

→ The freedom to publish in a free market ensures the press reflects a wide range of opinions and interests in society. 

→ Curran found evidence that media owners interfere  and manipulate newspaper content at the expense of the independence of journalists and editors. 

Advert Remake

Club Bar Advert Remake-

Albert Bandura

Albert Bandura

↳ Bandura's social learning theory means that people learn from on another, due to observation, imitation and modelling. 

 ↳ By observing this Albert looked at how children observe the people around them behaving in various ways. 

↳ This is presented in the famous Bobo Doll experiment that Bandura did in 1961. 

↳ Bandura, ross and ross, tested 36 boys and girls ages between 3-6 years old, they pre-tested the children to see how aggressive they were. it was then possible to match the children In specific groups so that each group had similar level of aggression. He placed children in a room with an adult and Bandura told the adult the play with the toy in an aggressive manner and to slam it onto the ground and hit it etc. 

↳ Then the adult would leave the room and leave the camera rolling to watch the children and see if they would play with he doll in the same way as the adult did. 

↳ Bandura believed that if children would copy behaviour they saw, in particular violent behaviour. 

↳ Research has been take t o prove that Violent video games such as GTA and Call of duty, has a consistent relation to increasing aggressive behaviour, pro social behaviour, empathy and sensitivity to aggression. 

 ↳ The link between violence in video games and increased aggression in players is one of the most studied and best established in the field.

 



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                                ⇨

Genre Theory

Steve Neale- Genre Theory 

* The idea that genres may be dominated by repetition but are also marked by variation, difference and change. 

* The idea that genre changes , develops , varies, and borrows and overlaps with one another. 

Genre Practice :

D  describe

I    in detail 

S   setting-  location, historical Time period              

T  themes- love, guilt, revenge, good vs evil

I   icons- props, weapon or wallet

N  narrative- plot, how a story is told

C character- background, boys/girls

T textual analysis - style of camera, editing

                                 Types of Genres:

                        * Romcom

                         * Horror

                              * Sci-Fi

                         * Thriller

                         * Drama

                         * Action 

                         * Adventure

                         * Comedy

                         * Indie

                         * Crime/ Documentary 

                              

Drama Genre:

These images help represent a drama genre, due to the prop that Is the knife. We decided to use the knife to create a dramatic effect and try to demonstrate suspense and tension, as if something could of happened before or after these shots. The darkness of the first picture reinforces the dramatic event further, making the shot look gloomy and unwelcoming. 

Sci - Fi :

We tried to create a sci-fi genre by the use of green lighting and shadowing, giving it an extraterrestrial effect.  The use of spotlights makes the camera focus on a specific object or thing, giving a scientific approach.