Tuesday, 13 December 2016
LO6: Media Effects and Regulations
Passive Audience Theory
Hyperdermic Syringe - media has a negative impact and audience believes everything they hear (Adorno and Horkheimer)
Representations are mediated (Hall 1980)
Not all stereotypes are negative (Perkins 1979)
Women are objectified in the media (Mulvey 1975)
Men are portrayed as violent and want pathological control (Earp and Kats 1999)
Are representations of homosexuals stereotypical (Butler 1993)
Black and Asian boys are seen as troublemakers (Turton 2014)
Edward Said
Active Audience Theory
Uses and Gratification theory (McQuail) - audience use media texts for different reasons (building personal relationships, surveillance, escapism, building personal identity)
Exposure to violent images makes people violent (Chris Anderson 2007)
Desensitisation - overt exposure to something makes it normal to the audience
Copycat acts - people copy violent acts from media texts
Moral Panic - when the media demonises groups of people
LO6 is all about Legal and Ethical
Regulation guidelines and social norms
Discuss the potential media effects on the audience of a media product you have studied
OR
Discuss the regulatory guidelines associated with a media product you have studied
Both have:
Discuss = agree or disagree, debate
Media product you have studied
Introduction:
Give opinion to answer to question (debate)
Say product +specific audience + regulator
Say how you are going to structure your essay
20 Mark Question Mark Scheme
Level 4 - 16-20
Level 3 - 11-15
Level 2 - 6-10
Level 1 - 1-5
For the paper, 60% is a pass, so need to get 12/20 to pass
Discuss the potential media effects of a media product you have studied
Inception by Christopher Nolan, released in 2010, uses a variety of effects, both in it's narrative and through cinematography and mise-en-scene, to create media effects for the audience. As it is rated 12A by the BBFC, it successfully abides by its guidelines, which I fully agree with, to creat effect in a media product. This was seen by the lack of controversy from the film due to it's control and moderate use of violence and language, which abided by the 12A guidelines for the BBFC, in addition to its cast, which varied gender and race successfully, to avoid moral controversy.
Hyperdermic Syringe - media has a negative impact and audience believes everything they hear (Adorno and Horkheimer)
Representations are mediated (Hall 1980)
Not all stereotypes are negative (Perkins 1979)
Women are objectified in the media (Mulvey 1975)
Men are portrayed as violent and want pathological control (Earp and Kats 1999)
Are representations of homosexuals stereotypical (Butler 1993)
Black and Asian boys are seen as troublemakers (Turton 2014)
Edward Said
Active Audience Theory
Uses and Gratification theory (McQuail) - audience use media texts for different reasons (building personal relationships, surveillance, escapism, building personal identity)
Exposure to violent images makes people violent (Chris Anderson 2007)
Desensitisation - overt exposure to something makes it normal to the audience
Copycat acts - people copy violent acts from media texts
Moral Panic - when the media demonises groups of people
LO6 is all about Legal and Ethical
Regulation guidelines and social norms
Discuss the potential media effects on the audience of a media product you have studied
OR
Discuss the regulatory guidelines associated with a media product you have studied
Both have:
Discuss = agree or disagree, debate
Media product you have studied
Introduction:
Give opinion to answer to question (debate)
Say product +specific audience + regulator
Say how you are going to structure your essay
20 Mark Question Mark Scheme
Level 4 - 16-20
Level 3 - 11-15
Level 2 - 6-10
Level 1 - 1-5
For the paper, 60% is a pass, so need to get 12/20 to pass
Discuss the potential media effects of a media product you have studied
Inception by Christopher Nolan, released in 2010, uses a variety of effects, both in it's narrative and through cinematography and mise-en-scene, to create media effects for the audience. As it is rated 12A by the BBFC, it successfully abides by its guidelines, which I fully agree with, to creat effect in a media product. This was seen by the lack of controversy from the film due to it's control and moderate use of violence and language, which abided by the 12A guidelines for the BBFC, in addition to its cast, which varied gender and race successfully, to avoid moral controversy.
Wednesday, 7 December 2016
Homework: Media Effects
5 Media Effects in Inception
Inception can be seen as showing scenes that connote drug use, and could be seen as promoting this. In the scene below Yusuf's shop, there is a discussion surrounding the use of Inception by the shop's patrons, which is similar to the use of drugs. In this discussion, there is dialogue which supports such use, for example 'they live for a year, every day?'. This in addition to the audience's already established interest in the process of Inception (Denis McQuail's theory of Uses and Gratifications proves this, as the audience is probably viewing Inception for the escapism it provides, as well as the Intellectual Puzzles imbedded in the film [Rick Altman, 1999]) could be seen as encouragement or glorification of the process, and as a result drug use, which could be especially influential in the younger members of the audience.
On the other hand, the mise-en-scene used in the scene go against this encouragement, nullifying the encouragement and even giving an anti-drug message. The colouring of the scene was dark yellows and browns, representing hostile or damaging environments such as deserts or war zones, which connotes that taking drugs or similar substances can lead you to a dire fate akin to that in these locations. In addition, the acting gestures of the scene, with all characters standing above the people representing drug users, arms folded, supports the high angle shots used to show the drug users - making them look smaller, weaker in comparison to the protagonists, again supporting the anti-drug sentiment as the protagonists's dialogue is very against it.
As the film's sub genre is action (Barry Keith Grant's theory, 1995), Inception features many fight scenes which use common techniques to show meaning. For example, the corridor fight scene is filmed entirely with a handheld camera, the movement adding to the confusion and chaos in the scene, making the audience feel more attached to the character, Arthur, as he is assumed to feel the same way. Action Matches are used to connect this scene with the simultaneous action taking place on the other dream levels, representing equal distress from all of the protagonists, and both the car chase scene and the fortress assault scene use identical styles of filming in order to convey this message - handheld camera, frequent use of close up and medium shots, panning to show the action etc, which works to make the meaning of the scenes, support for the confused protagonists, even more effective. As a result, the common tropes of action (Patrick Philips, 1996) offer the audience comfortable reassurance of what is going to happen in the action scenes, while the Visceral Pleasures, such as gun fights and explosions, are used to create Emotional Pleasures in the form of payoff when the protagonists are left unharmed, for the audience ((Rick Altman, 1999)
There is a theme in Inception that every part of the narrative is slightly deviant to the norm. For example, the film deviates from Todorov's theory of narrative structure, as the film begins with a disequilibrium. This creates the effect of confusion and panic, the audience is left clueless from the beginning of the film, and is made to work it out, again supporting Rick Altman's theory of Intellectual Puzzles being used in the film to offer the audience pleasure. All of this adds to the theme of confusion in the film, making it effective in creating emotion through narrative theories. Vladimir Propp's theory also wasn't followed, as the antagonist was ambiguous for most of the film, going from Saito to Fisher to Mol, again making the effect of confusion through the lack of narrative structure.
Inception can be seen as showing scenes that connote drug use, and could be seen as promoting this. In the scene below Yusuf's shop, there is a discussion surrounding the use of Inception by the shop's patrons, which is similar to the use of drugs. In this discussion, there is dialogue which supports such use, for example 'they live for a year, every day?'. This in addition to the audience's already established interest in the process of Inception (Denis McQuail's theory of Uses and Gratifications proves this, as the audience is probably viewing Inception for the escapism it provides, as well as the Intellectual Puzzles imbedded in the film [Rick Altman, 1999]) could be seen as encouragement or glorification of the process, and as a result drug use, which could be especially influential in the younger members of the audience.
On the other hand, the mise-en-scene used in the scene go against this encouragement, nullifying the encouragement and even giving an anti-drug message. The colouring of the scene was dark yellows and browns, representing hostile or damaging environments such as deserts or war zones, which connotes that taking drugs or similar substances can lead you to a dire fate akin to that in these locations. In addition, the acting gestures of the scene, with all characters standing above the people representing drug users, arms folded, supports the high angle shots used to show the drug users - making them look smaller, weaker in comparison to the protagonists, again supporting the anti-drug sentiment as the protagonists's dialogue is very against it.
As the film's sub genre is action (Barry Keith Grant's theory, 1995), Inception features many fight scenes which use common techniques to show meaning. For example, the corridor fight scene is filmed entirely with a handheld camera, the movement adding to the confusion and chaos in the scene, making the audience feel more attached to the character, Arthur, as he is assumed to feel the same way. Action Matches are used to connect this scene with the simultaneous action taking place on the other dream levels, representing equal distress from all of the protagonists, and both the car chase scene and the fortress assault scene use identical styles of filming in order to convey this message - handheld camera, frequent use of close up and medium shots, panning to show the action etc, which works to make the meaning of the scenes, support for the confused protagonists, even more effective. As a result, the common tropes of action (Patrick Philips, 1996) offer the audience comfortable reassurance of what is going to happen in the action scenes, while the Visceral Pleasures, such as gun fights and explosions, are used to create Emotional Pleasures in the form of payoff when the protagonists are left unharmed, for the audience ((Rick Altman, 1999)
There is a theme in Inception that every part of the narrative is slightly deviant to the norm. For example, the film deviates from Todorov's theory of narrative structure, as the film begins with a disequilibrium. This creates the effect of confusion and panic, the audience is left clueless from the beginning of the film, and is made to work it out, again supporting Rick Altman's theory of Intellectual Puzzles being used in the film to offer the audience pleasure. All of this adds to the theme of confusion in the film, making it effective in creating emotion through narrative theories. Vladimir Propp's theory also wasn't followed, as the antagonist was ambiguous for most of the film, going from Saito to Fisher to Mol, again making the effect of confusion through the lack of narrative structure.
Tuesday, 6 December 2016
LO3: Production Techniques
Mise-en-scene:
Iconography
Location
Costume and Make up
Lighting - High and Low Key
Acting Gestures
Colours
Props
Main reason for Mise-en-scene is binary opposition (Levi Strauss 1958)
Stock characters often or always appear in a media text (Propp 1928)
Females are objectified in media texts (Laura Mulvey 1975)
In Inception, there are a number of stock characters - such as the comic relief (Tom Hardy), the Sidekick (Joseph Gordon-Levitt) etc
In Inception, the protagonist and antagonist dress and act similarly, so mise-en-scene is used to distinguish which is the 'bad guy' by making Frost appear in often dark places, which look professional and intimidating with similarly appearing collegues, while Cobb appears in lighter conditions, in less formal dress with less formally dressed character.
Theories that relate to parts of Mise-en-scene
Iconography -
Location - Inception goes against Branson and Staffords theory (1999), as although it features large, well known cities, it doesn't focus on these, or even the environment of dream states, preferring to focus on its narrative, which as a film not part of a franchise makes sense. So Inception doesn't use similar and well known features to cut marketing costs.
Costume and Make up -
Lighting - High and Low Key - In the first scenes of the film, low key lighting is used to show confusion when Cobb is being interrogated - neither the audience or the character is aware of what is happening. This serves to create meaning, as lighting, or the lack of it, creates feelings for the audience.
Acting Gestures - Inception has a sub-genre in action, which can be seen by the importance of action scenes such as the 'Corridor Fight scene'. This supports Barry Keith Grant's theory (1995) that all genres have sub genres, as it is a primarily Sci-Fi film. So it uses common tropes of action films - gun and fist fights, explosions etc, to appeal to an audience and create meaning by using this sub genre - for example, action and the generic elements that come with it show desperation and pressure that is felt by the protagonists.
Colours -
Props -
Camera Work
Shot Types - Close up (Extreme, Medium etc), Medium (Extreme, Medium etc), Medium/Mid, Long (Extreme, Medium etc), Establishing/Wide, Aerial, Two (two people), OTS (Over The Shoulder), Crowd
Angles - Low, High, Dutch/Canted (skewed), Eye Level
Movements - Track Forward, Track Backward, Track Sideways, Tilt, Pan, Handheld, Zoom (In, Out)
Composition - Rule of Thirds, Depth of Field (Shallow, Deep)
Verisimilitude is conntoed and reinforced in the Corridor Fight scene with the use of Handheld movements with the camera, which serves to make the audience feel like they're in the scene - they're looking from someones perspective. So using Handheld movement connotes versimilituse to connote the meaning of confusion, pressure and danger in the scene. Tracking forward and back in the scene, while staying at a similar distance and angle throughout, also connoted to the audience that they were in the scene, providing visceral pleasures for the audience.
Editing
Continuity - Invisible editing, makes the product flow.
Insert shot
Eyeline Match
Shot-reverse shot structure
Action Match
Crosscutting
Non-Continuity -
Graphic Match
Montage
Flash forward/back
Continuity
Action Matches are used in the Corridor Fight Scene/Car Chase/Fortress Fight Scene, to show action from all dream states.
Non-Continuity
Flash backs are used in Inception is used to show an overall trajectory of enigma resolution (Pam Cook, 1985), as it repeatedly shows Cobb's children as a constant reminder tothe audience of the disequilibrium in the film, and the goal for the character(s). Because of this, the restoration of equilibrium (Tzetan Todorov, 1977) at the end of the film, which shows the kids shown in the flash backs reuniting with Cobb, feels more important, and it also raises the question of whether they were flash backs or forward, further confusing the audience by giving them more Intellectual Puzzles (Rick Altman, 1999) to solve.
Sound
Non-Diegetic - Does not appear to come from the world of the story
Theme music
Incidental Music
Sound bridge - Sound across a series of shots to make it seem realistic
A sound bridge is used across the Corridor/Car Chase/Fortress fight scenes, in the form of fast paced music in the sound track, to connote to the audience that all the protagonists on each dream level are in equal amounts of danger, and they all effect each other, making it more important.
The lack of ambient sound in the flashbacks, including only non-diegetic sound of children's laughter (connoted to be from the children but at a different time), is used to show the audience that it feels unrealistic and distant. In addition, adding ambient noise when the same scene occurs at the end of the film shows realism and denotes to the audience that this is the payoff of the film, again supporting Pam Cook's theory of enigma resolution (1985) by showing the scene is real they show the payoff, which also again suports Tzetan Todorov's theoy (1977), as it shows restoration of equilibrium.
Iconography
Location
Costume and Make up
Lighting - High and Low Key
Acting Gestures
Colours
Props
Main reason for Mise-en-scene is binary opposition (Levi Strauss 1958)
Stock characters often or always appear in a media text (Propp 1928)
Females are objectified in media texts (Laura Mulvey 1975)
In Inception, there are a number of stock characters - such as the comic relief (Tom Hardy), the Sidekick (Joseph Gordon-Levitt) etc
In Inception, the protagonist and antagonist dress and act similarly, so mise-en-scene is used to distinguish which is the 'bad guy' by making Frost appear in often dark places, which look professional and intimidating with similarly appearing collegues, while Cobb appears in lighter conditions, in less formal dress with less formally dressed character.
Theories that relate to parts of Mise-en-scene
Iconography -
Location - Inception goes against Branson and Staffords theory (1999), as although it features large, well known cities, it doesn't focus on these, or even the environment of dream states, preferring to focus on its narrative, which as a film not part of a franchise makes sense. So Inception doesn't use similar and well known features to cut marketing costs.
Costume and Make up -
Lighting - High and Low Key - In the first scenes of the film, low key lighting is used to show confusion when Cobb is being interrogated - neither the audience or the character is aware of what is happening. This serves to create meaning, as lighting, or the lack of it, creates feelings for the audience.
Acting Gestures - Inception has a sub-genre in action, which can be seen by the importance of action scenes such as the 'Corridor Fight scene'. This supports Barry Keith Grant's theory (1995) that all genres have sub genres, as it is a primarily Sci-Fi film. So it uses common tropes of action films - gun and fist fights, explosions etc, to appeal to an audience and create meaning by using this sub genre - for example, action and the generic elements that come with it show desperation and pressure that is felt by the protagonists.
Colours -
Props -
Camera Work
Shot Types - Close up (Extreme, Medium etc), Medium (Extreme, Medium etc), Medium/Mid, Long (Extreme, Medium etc), Establishing/Wide, Aerial, Two (two people), OTS (Over The Shoulder), Crowd
Angles - Low, High, Dutch/Canted (skewed), Eye Level
Movements - Track Forward, Track Backward, Track Sideways, Tilt, Pan, Handheld, Zoom (In, Out)
Composition - Rule of Thirds, Depth of Field (Shallow, Deep)
Verisimilitude is conntoed and reinforced in the Corridor Fight scene with the use of Handheld movements with the camera, which serves to make the audience feel like they're in the scene - they're looking from someones perspective. So using Handheld movement connotes versimilituse to connote the meaning of confusion, pressure and danger in the scene. Tracking forward and back in the scene, while staying at a similar distance and angle throughout, also connoted to the audience that they were in the scene, providing visceral pleasures for the audience.
Editing
Continuity - Invisible editing, makes the product flow.
Insert shot
Eyeline Match
Shot-reverse shot structure
Action Match
Crosscutting
Non-Continuity -
Graphic Match
Montage
Flash forward/back
Continuity
Action Matches are used in the Corridor Fight Scene/Car Chase/Fortress Fight Scene, to show action from all dream states.
Non-Continuity
Flash backs are used in Inception is used to show an overall trajectory of enigma resolution (Pam Cook, 1985), as it repeatedly shows Cobb's children as a constant reminder tothe audience of the disequilibrium in the film, and the goal for the character(s). Because of this, the restoration of equilibrium (Tzetan Todorov, 1977) at the end of the film, which shows the kids shown in the flash backs reuniting with Cobb, feels more important, and it also raises the question of whether they were flash backs or forward, further confusing the audience by giving them more Intellectual Puzzles (Rick Altman, 1999) to solve.
Sound
Diegetic - Appears like it comes from the world of the story
Foley Sounds - Sound effects made in post, but added to highlight action, but appears to come from the scene
Ambient and Offscreen Sound (sometimes known as wildtrack sound)
Dialogue - Mode of Address (how it's spoken), accent, tone, say who character is
Music from TV, radio etc
Music from TV, radio etc
Non-Diegetic - Does not appear to come from the world of the story
Sound track
Narration
MotifsTheme music
Incidental Music
Sound bridge - Sound across a series of shots to make it seem realistic
A sound bridge is used across the Corridor/Car Chase/Fortress fight scenes, in the form of fast paced music in the sound track, to connote to the audience that all the protagonists on each dream level are in equal amounts of danger, and they all effect each other, making it more important.
The lack of ambient sound in the flashbacks, including only non-diegetic sound of children's laughter (connoted to be from the children but at a different time), is used to show the audience that it feels unrealistic and distant. In addition, adding ambient noise when the same scene occurs at the end of the film shows realism and denotes to the audience that this is the payoff of the film, again supporting Pam Cook's theory of enigma resolution (1985) by showing the scene is real they show the payoff, which also again suports Tzetan Todorov's theoy (1977), as it shows restoration of equilibrium.
Homework: Revision
One above the line advertising method:
Trailers
One below the line advertising method:
Flyers
Two ways technological convergence has changed distribution of media products:
Adverts such as posters and trailers can be distributed and shared on the internet - not just by the creators but civilians as well, as the web is now interactive.
It has also allowed trailers to be seen outside of a cinema, which is where they were traditionally shown, and now can be shown as adverts before TV and VOD products, as well as on social media in the form of shorter trailers - teasers.
Trailers
One below the line advertising method:
Flyers
Two ways technological convergence has changed distribution of media products:
Adverts such as posters and trailers can be distributed and shared on the internet - not just by the creators but civilians as well, as the web is now interactive.
It has also allowed trailers to be seen outside of a cinema, which is where they were traditionally shown, and now can be shown as adverts before TV and VOD products, as well as on social media in the form of shorter trailers - teasers.
LO2: Advertising
Ways films can be advertised:
Trailers - VOD, cinematic and teaser - would be successful as it shows a wide variety of people parts of the film to get them interested
Pop up ads - would appear on relevant sites such as IMDB and Rotten Tomatoes, film sites - would be shown to the target audience, and so would be effective
Posters - In cinemas, film shops etc - similar to pop up ads, would appear in relevant locations so the target audience can see it and be interested in it, very effective
Billboards - appear in often crowded areas, so many people can see it, both the target audience and not, so effective
Newspaper and magazine adverts - both relevant products, such as film magazines, as well as more mas appeal products such as most nerwspapers (Telegraph, Times etc), this is effective as many people would see it from a variety of demographics
Trailers - VOD, cinematic and teaser - would be successful as it shows a wide variety of people parts of the film to get them interested
Pop up ads - would appear on relevant sites such as IMDB and Rotten Tomatoes, film sites - would be shown to the target audience, and so would be effective
Posters - In cinemas, film shops etc - similar to pop up ads, would appear in relevant locations so the target audience can see it and be interested in it, very effective
Billboards - appear in often crowded areas, so many people can see it, both the target audience and not, so effective
Newspaper and magazine adverts - both relevant products, such as film magazines, as well as more mas appeal products such as most nerwspapers (Telegraph, Times etc), this is effective as many people would see it from a variety of demographics
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