Reception theory

1) What is the preferred reading of a media text?

The meaning the producers intend to communicate.

2) What is the oppositional reading of a media text?

Goes against the meaning the producers are trying to create.

3) How does the Harry Brown trailer position the audience to respond to the teenage characters in the film?

The audience will have a negative perspective of teenagers because they’re represented as bad people.

4) Why might young people reject this reading and construct an oppositional reading of the trailer?

Not all teenagers act in such a bad manner. Teenagers may find the trailer offensive because of the way they’re being represented to the rest of the world.

5) Write a 150+ word analysis of the McDonald's advert using preferred, negotiated and oppositional readings.

Preferred: The writer wants the audience to be attracted to the Big Mac that they're selling. They've used editing to make the burger look more appealing and they have provided facts that could possibly make the audience want to try their new burger. The preferred reading of this advert would be wanting to give McDonalds your money so you can try the burger and love the burger just the way it is, unhealthy and all. 

Oppositional: the oppositional reading of this ad could be that the burger doesn’t loom like that in real life. It’s more squished together and “disgusting” looking. People could also go against this ad because it is only aimed at people who eat meat. It excludes vegetarians, vegans and most religious muslim people as they require halal meat. The advert could be seen as uninclusive because they’re marketing to everyone but not everyone can eat it.

Negotiated: the negotiated reading of ethics advert could be that it looks good, is a big and quick filling meal in one trip to a fast food restaurant but it also doesn’t look like that in eal life however it is good for people like builders who have short breaks and long days.

Audience Effects Theory

 1) Write a definition of a passive audience: 

the view that audiences passively take in information from the media and these messages have the same effect on everyone.

2) Write a definition of an active audience: 

audiences interact with the media

3) Write a definition of the hypodermic needle theory: 

audiences are always passive and therefore take the intended message from the producer as if it was injected into their minds. This assumes no individual difference in audience members. 

4) Write down a media product (e.g. TV show, newspaper or videogame) for each category of Blumler and Katz's Uses and Gratifications theory and WHY it fits that particular audience use/gratification. The first one is done for you: 

INFORMATION/SURVEILLANCE: Media text - The Times newspaper
 > Why: It tells audiences important information about politics, the world and more.

PERSONAL IDENTITY: Music
 > Why: The lyrics could be relatable for the audience.

DIVERSION/ENTERTAINMENT: TV shows like outer banks 
 > Why: People could relate  their lives to the characters situation, home lives, mental state. They could find comfort in the characters downfall and happiness

RELATIONSHIPS: Outer banks 
 > Why: People could find comfort in the characters and use the show as a way to escape from reality.

5) Re-watch the clip from Blue Planet above and write a paragraph analysing how elements of the clip offer the audience pleasures or gratifications (use media terminology from Uses and Gratifications theory and the 3 Vs - notes outlined above). 

The clip blue planet provides elements of audience pleasures because it is a providing digital escape to the ocean for those who it take interest the ocean. It also provides a sense of calm for audience as they get to see things they wouldn’t usually get to see in person it provides information as we get to see new sealift that is never seen before. It also provides entertainment and diversion because of the way it’s recorded and presented to the audience. The clip provides vicarious pleasure as not many people have the opportunity to go swim in the ocean and experience what its like to be surrounded by complex sea life.

Demographics and Psychographics

1) What information do media companies use to create a demographic profile of their audience?

Demographic classifications:

• Age
• Gender
• Education
• Social class
• Race/ethnicity
• Job/profession/earnings
• Home (city/village/countryside)

2) Why are media companies and advertisers increasingly using audience profiling and not just demographics?

Over the years Modern Britain has changed a lot and using the same classifications might not target the correct people now.

3) What are the seven different Pychographic groups? 

A

B

C1

C2

D

E

4) Write a brief summary of what each Psychographic group is seeking or motivated by.

THE ASPIRER: Wants status and designer brands, wants to be like celebrities. 

THE EXPLORER: They like to try new things.

THE REFORMER: They're more focused on products good for them and their environment. 

THE MAINSTREAMER: They don't like new things, the stick with the usual things they're used to

THE SUCCEEDER: They think they're better than everyone and ant the best.

THE STRUGGLER: They're attracted to self-destructive things like alcohol and cigarettes.

THE RESIGNED: Older people, people who don't care much for the media.

5) What psychographic group or groups do YOU belong in? Think about your own interests and lifestyle and explain your decision. Remember, you may fit into two or three different groups! 

I fit into the mainstreamed because i prefer to stick to things that I'm already used to really like to try new things.

Camera movement and editing

 CAMERA MOVEMENT: 

The camera movement at the beginning of the scene s slow and steady but begins to speed up at 0:55 as the people dressed in uniform begin to chase the guy who is dressed more casually. At 0:58 a handheld camera movement is used. The director could have added this in in order to make the audience feel like they were apart of chase that had started it could also be used as a way to show how the “criminal” is feeling. At 1:05 the director uses a crane shot to show the people dressed in uniform fly down one by one to where the “criminal” is. The director could have used this camera movement to further dramatise and exaggerate the situation that the “criminal” has gotten himself into. At 1:13 (continue of a crane movement) the camera pans outwards and shows the people in uniform surrounding the “criminal” as the camera comes to a still movement the people who’re in uniforms also have their feet planted flat on the ground the director could have included this to show that the ‘criminal” is trapped and has no way out. At 1:18-1:29 a tilt is used at a low angle the director could have used this to show the juxtaposing outfits of the two people talking to each other: one is dressed in what could be taken a military uniform and the other in a casual jeans, t shirt and leather jacket. This creates a sense of interest in the audience perhaps making them question the background of the two people and want to know why they’re represented so differently. 

EDITING:

At 1:33 the director uses a straight cut to show the main character’s expression as the guy opposite him speaks. As the “criminal” listens you can see the uncaring expression on his face as if all that is being said by the guy in uniform is going in one ear and straight out the other. The director could have used this to zoom in on the emotion represented on the main characters face. At 1:50 a fast straight cut is used to show the emotion on the main characters face. He looks as if he’s having a moment of realisation that he can run or try not run. The director may have used this to ships that the main character is eager to get himself out of his current situation by making the mess even bigger.

CAMERA SHOT:

At 0:14 the director uses a medium close up to show the urgency of the deceives when they find out that their suspect has been identified. The pace that the camera moves at creates a sense of hopefulness for the audience that the detectives will finally catch the “criminal”. Furthermore the director also uses an over the shoulder shot at 0:16. As the scene progresses the camera zooms in on the person who’s shoulder she and it zooms into their news a paper which creates a sense of discovery for the audience.

INDEX SO FAR

1) First blog task - 10 questions

2) Denotation and Connotation

3) Introduction to Photoshop: fruit bowls

4) Mise-en-scene: Stranger Things

5) Camerawork: shots and angles

6) Camera movement and editing

7) Blog feedback and learner response

Blog feedback and Learner Response

 WWW: This is an excellent start to GCSE Media – well done! I really like your honesty in your opening questions (screen time!) and your fruit bowl is absolutely stunning. This shows you are developing the technical skills that will hopefully result in excellent coursework in Year 11. Keep up the good work! 

 

EBI: The main thing to work on is the depth and detail of your written work on the blog – for example, tell me why you think social media is both positive and negative in the last of the 10 questions. It’s absolutely fine to be in the middle of an argument or exam question but you have to justify that position and provide evidence

LR:

Reflect on your first month of Media. 

What do you feel is your strongest piece of work so far? 

What is your weakest? 

What specific skills or knowledge do you need to develop over the rest of the course?

My strongest piece of work in media so far is connotations and denotations because it was one of the first pieces we did and I think I did a good job at the analysis.

My weakest piece of work in media is my fruit bowl because I didn't like the colours or the way it looked and I also gave up on it at the end.

I think I need to work on remembering CLAMPS, camera angles, camera movements also going into more detail/ taking more time.

doctor who camera angle analysis

 THREE CAMERA SHOTS:

-  At 0.03- 0.13 they use a medium close-up shot which could be used in order to show the different               characters reactions to speaking to the former president. You can also see how they exchange looks             and how their emotions change throughout the couple seconds of the close-up.

-  At 0.54 they use a very long shot to show the setting that the former president is sitting in. It shows a        dimly lit room which could suggest to the audience that the lady doesn't leave her house often and it          could also mean that it is night outside since the curtains are drawn closed.

-  At 1.10 they use a close up to show the anger and frustration that the former president feels when the         other character shows the key that they posses. This makes the audience wonder what the key means           and why the former president is so against the other character using the key.

CAMERA ANGLES:

-  At 3.00 they use a high angle shot to show the urgency of the male character walking up down the lab         looking room. it shows all the things in the lab and makes the audience feel as if they're in the lab               themselves.

 MISE-EN-SCENE:

-At 2:44 they are wearing suits and formal clothing. This suggests that they could be studying something in a formal setting and gives connotations of being scientists.