AS Media Studies Research

1. Component 3
Media Key Concepts
Research
Name: Tia Cooper

2. What is
meaning?
◦ Directors want to create a sense of
verisimilitude so that audiences can
recognize and understand the
meaning being created.
◦ They create a reality so that the
audience connect and feel engaged
with the film, One of the ways Media
Language works is to convey meaning
through signs and symbols suggested
by the way a scene is set up and
filmed. with the use of technical and
symbolic codes.

3. Technical/Symbolic
Codes
Technical codes are the key elements
that help you understand how meaning
is created in media texts with Camera
shots, Angles, movement, and editing
techniques.
Symbolic codes are visual codes used
to create meaning. They are usually
shown through the Mise-En-Scene,
these are used to create symbolic codes
or meaning to the audience. This can be
done through setting, props, costume,
makeup or movement.

4. Stuart Hall’s
Reception Theory:
Preferred Reading – you see what the director
intended you to see. You understand the message
being portrayed.
Negotiated Reading – you understand the
preferred message, but you can also see another
side to the message.
Oppositional Reading – You oppose the original
message and see it for something else.

5. Camera shots/angles
Extreme long shot
It normally shows an exterior, like the outside of a
building, or a landscape, and is often used to show
scenes of thrilling action for example in a war film or
disaster movie.
Long Shot
This shot shows a 'life' size person, so the audience
can approximate how tall or big the character would
be in real life.
Medium shot
Shows a movie character from the knees/waist up
and is normally used for dialogue scenes, or to show
some detail of the scene.

6. Camera shots/angles
Close up
This shot zooms in and focuses on a particular detail,
it could either be a facial expressions or words
written on a paper. Usually to highlight the
importance of small details.
Extreme close up
An extreme version of the close up, generally
zooming in/magnifying beyond what the human eye
see. An extreme close-up of a face, for instance,
would show only the mouth or eyes, with no
background detail whatsoever.
High angle
Not so extreme as a bird's eye view. The camera is
elevated above the action to give a general overview.
High angles make the object photographed seem
smaller or weaker.

7. Camera shots/angles
Eye Level
A fairly neutral shot, the camera is positioned as
though it is a human actually is observing a scene, so
that the actors' heads are on a level with the focus
point.
Low angle
These increase height, especially for shorter actors
and give a sense of speeded motion. Low angles help
give a sense of confusion to a viewer, of
powerlessness within the action of a scene.
Canted angle
Sometimes the camera is tilted to suggest imbalance,
transition and instability which is very popular in
horror movies. This technique is used to suggest
POINT-OF-View shots

8. Camera shots/angles
Camera movement
A director may choose to move action along by
telling the story as a series of cuts, going from one
shot to another, or they may decide to move the
camera with the action.
Camera angle
The relationship between the camera and the
object being photographed gives emotional
information to an audience, and displays their
judgment about the character or object in shot.
Panning
A movement which scans a scene horizontally. The
camera is placed on a tripod, which acts as a
stationary axis point as the camera is turned.

9. Camera shots/angles
Tilting
A movement which also scans a scene but vertically,
very similar to a pan.
Dolly shots
Sometimes called trucking or tracking shots. The
camera is placed on a moving vehicle and moves
alongside the action, generally following a moving
figure or object.
Over the shoulder shot
This positions the camera behind one figure,
revealing the other figure, and part of the first
figure's back, head and shoulder.

10. Camera shots/angles
Hand held shot
Hand held cameras create a certain kind of gritty
realism, and they can make the audience feel as
though they are part of a scene
Crane shot
A crane or a jib, is a large, heavy piece of equipment,
but is a useful way of moving a camera, it can move
up, down, left, right, swooping in on action or
moving diagonally out of it.
Ariel/drone shot
This is often used at the beginning of a film, in order
to establish setting and movement. It is taken from
directly above.

11. Camera shots/angles
Establishing shot
An initial long shot that establishes the location and
setting and that shows the viewer where the action
will be taking place.
POV
A point of view by being positioned between a shot
of what a character is looking at, and the reaction
shot showing a characters' reaction.
Cut in
shows some part of a subject's reaction, or looking
towards something, or an inserted POV, this is
usually a quick edit.

12. Camera shots/angles
Lead room
The distance between the subject and the edge of
the frame towards which the subject is moving.
Head room
The distance between the top of a subject's head
and the upper edge of the frame.
Wide angle shot
Shot showing the entire subject and the
environment. head and feet
Rule of thirds
Subject is placed on imaginary lines that divide the
shots into thirds, placing subject matter on or near
intersecting points.

13. Editing techniques
Match on Action
A cut between two shots featuring a similar
visual action, A rule in continuity editing, which
dictates that if a cut occurs while a character is
in the midst of an action, the subsequent shot
must begin so that audiences see the
completion of that action.
Shot reverse shot
One character is shown looking at another
character, and then the other character is
shown looking back at the first character. Since
the characters are shown facing in opposite
directions, the viewer assumes that they are
looking at each other

14. Editing techniques
180 degree rule
central convention of continuity editing that
restricts possible camera setups to the 180-
degree area on one side of an imaginary line
drawn between the characters or figures of a
scene.
Jump cuts
an edit that interrupts a particular action and
intentionally or unintentionally creates
discontinuities in spatial or temporal
development of shots

15. Editing techniques
Flash backs
a sequence that follows images set in the
present with images set in the past.
Continuous shot
When the camera does not cut/break and
follows a continuous piece of action

16. Editing techniques-
Sound
Diegetic – sound that you can see the
source of
Non-Diegetic – background music
Soundtrack – popular music/music artists
singing
Score – instrumental music
Sound bridge – same sound crossing over
two different scenes
Dialogue – conversation happening on
screen

17. Editing techniques - lighting
Lighting is one of the most
important tools a videographer
can use to tell a story or create a
mood.
High-key and low-key lighting are
two studio lighting techniques
that result in very different moods
and aesthetics. High-key lighting
reduces the lighting ratio in the
scene, meaning there’s less
contrast between the darker
tones and the brighter areas.
Alternatively, low-key lighting has
greater contrast between the
dark and light areas of the image
with a majority of the scene in
shadow.
Whether you’re creating
corporate training videos or edgy
art house films, it’s important to
explore the ins and outs of high-
key and low-key lighting so you
can use them to effectively
communicate ideas.
High-key lighting
A key light is the main source of light
in a video or photo. High-key lighting
results in brightly lit subjects with
more fill light and softer shadows. Fill
lights are used to increase the
amount of ambient light in a scene
and reduce the contrast. High-key
lighting is often used in commercials
for food and beauty products. The
brightly lit scenes often suggest an
upbeat mood and positive message.
Low-key lighting
Shooting a low-key video results in
darker shadows and a minimal amount
of whites and mid tones. An artist uses
a high contrast between light and dark
to create a dramatic mood and draw the
viewer’s eye to one part of the
composition. Low-key lighting is often
used for more serious, dramatic, or
narrative videos. With its moody, dark
tones, low-key lighting is effective for
drawing attention to serious subject
matter, or the darker, emotional side to
the story.

18. Symbolic codes - Mise-en-scene
What is Mise-en-scene?
Mise en scene is a symbolic
term that refers to what’s put in
the scene. It refers to the
overall effect of lighting, make
up, costume, props and colour
within the frame. Mise-en-
scene is used purposefully
throughout films to contribute
to the narrative. Identify a
scene in the film you’re
studying in which you think
mise-en-scene makes a
contribution to the narrative.
Play the scene through several
times, noting how the use of
lighting, make up, costume,
props and colour contributes to
the narrative or engages
audiences.
Key examples:
- Setting - body language/
- Costume/make up facial expression
- Props
- Lighting
- Shot composition

19. Mise-en-scene examples
Setting
Setting is the time and place of the narrative. When
discussing setting, you can describe the setting of the whole
story or just a specific scene. A setting can be as big as the
outback or space, or as small as a specific room. Setting can
even be a created atmosphere or frame of mind.
Props
Props are used to show what the actor or character is doing
more clearly. It can make a scene feel more authentic or
help actors play their role more adequately. Put simply:
they're a vital part of film, TV, and theatre.
Costume
Costumes are one of many tools the director has to tell the
story. Costumes communicate the details of a character's
personality to the audience, and help actors transform into
new and believable people on screen.

20. Body Language
Mise-en-scene examples
Facial expression
Body language is the way the character acts, moves or is
positioned in the film or towards the audience. Things to
consider when looking for body language are the
characters movement whether it’s their whole body or just
a part of the body like a hand, the levels they are using
whether they are crouching or standing tall and proud and
finally and if any prop is included because the reason they
are in a position could be due a particular prop involved.
Body language helps the audience identify what the
character is meant to be representing.
Facial expressions are the emotions the
character portrays in the film or to the
audience. The use of emotive language can
be effective when it comes to finding out how
each character is feeling. It could also tell a bit
about the character personal life even if the
character itself doesn't show or tell the
audience about it.

21. Colour theory Colour has highly cultural and strong connotations.
Colour Symbol Connotation
Red
The colour red links to love or seduction, normally used to make
objects or people stand out. However, it can also link to violence,
blood and anger with examples like fire or blood.
Black
The colour black can be linked with power, evil or mystery. Normally
used to symbolize the villainous characters, black can also be linked
the unknown, which is mainly used in horror movies.
White
White can be used to symbolize light, goodness innocence and
This can be used to show the innocent characters or a peaceful
beginning.
Green
Green is normally used to connote the colour of nature, it can also
symbolize growth, harmony and fertility. It can also be linked to luck
and money, especially in places like Ireland.
Yellow
The colour yellow is normally linked with feelings such as joy. It can
also symbolize happiness and energy or even warmth. With
like fire and/or the sun.
Blue
Blue is commonly linked with the colour of the sky or the sea. It can
also symbolize trust, faith, honesty and confidence. However it can
also link to feelings like sadness.
Gold
The colour gold is strongly linked to wealth and luxury but can also
linked to love, compassion, courage, magic and wisdom. Many
examples can be seen such as on jewelry and such.

22. How is meaning created?
In this scene, meaning is created through the three character's close relationship. In the
opening clip, the group begin discussing their colleague who isn't responding to emails or
calls in a sarcastic manner. This suggests that they are quiet close and have a close
bond with each other. The Mise-en-scene also highlights their relationship together, as
they're in a type setting, getting lunch together which is typically what a friendship group
carried out together. The camera shot also reinforces this, as it stays on a medium wide
shot while they're conversating, this shows the audience that only the three of them are
part of this conversation, as no other background character is in the shot at this point. The
dialogue used in this scene also suggests that they have a close friendship right from the
beginning, as they are trying to contact a mutual coworker, This establishes their close
friendship.
Meaning is also created through the blond woman's act of defending her recently
deceased friend who's being disrespected and her buildup of anger. She suddenly turns
and gestures towards the other woman in frustration, as she stopped the conversation
with her friends and put all her attention towards what the other woman is saying. The
Mise-en-scene infers that’s she's building up her anger as her body language indicates
so . Her facial expression also suggests that she's acting defensive towards her recently
deceased friend. Meaning is also created through the camera shot and angle, the medium
wide shot shows two people in the distance as the blond woman turns and brings her
attention to their conversation. The fact that she's so abruptly left the discussion with her
friends and turns her attention to the two characters in the background indicates she's
focused and intrigued on what they're saying which highlights her increasing anger. The
sound also strengthens this point, the diegetic dialogue suddenly shifts in the next scene,
to the two colleagues next to them, as an audience we can hear what the blond woman is
picking up about her recently passed away friend being referred to as an inconvenience,
which evidently would upset us an viewers and the blond woman causing her to lash
out. Just by the woman's body language and movement we can infer that she's highly
irritated and about to expose her inner frustration on the other woman.

23. How is meaning created?
In this extract, meaning is made clear to the audience by creating an intense hostage situation through
symbolic and technical codes. In the opening of the extract, the high angle camera shot makes the hostages
look weak and vulnerable. This implies that they are being held captive. The shot reverse shot also builds up
tension, the close ups on their faces highlights their facial expressions and how they have an anxious look on
their faces. Moreover, the camera is constantly moving throughout the scene, it's filmed on a handheld
camera to produce that shaky effect. This builds up anticipation for the audience and makes them feel more
involved in the situation. Meaning of intensity is also created through the mise-en-scene. The British spy's
body language shows it's a hostage situation, as they're being tied up against their will, this makes them
appear powerless. Tension is also created by the fact that the Guards are all wearing black, as black normally
symbolizes the sense of evil or the unknown. The editing used in this scene also highlights the intensity of
the situation, the fast quick cuts shows how intense the situation is, through the short responses of dialogue
between the characters. The low key lighting and dark room creates that atmosphere of danger, this gives off
signs to the audience that it's a villainous setting. Moreover, the SFX lighting effects when the picture of the
dead body is shown, this makes it clear to the audience that it signifies something important to the
protagonists. Finally, tension in this scene is also created through the diegetic and non-diegetic sounds. The
dialogue is very quick with fast, short responses between the characters this builds up lots of tension.
Furthermore, the non-diegetic background score is very slow and eerie sounding, it builds up that
anticipation which intrigues the audience. When the picture is shown to the Woman, the non-diegetic music
suddenly gets louder and produces a gunshot or lightening type sound, this almost mimics a jump scare to
again show its importance. This clearly demonstrates and creates a tense atmosphere in the hostage scene.
Meaning is also created through the Arab man stereotype and how much of an extent it's challenged in this
scene. The stereotypical terrorist Arab man in movies is demonstrated in this scene using symbolic and
technical codes. First, the mise-en-scene shows that the man is wearing jewelry, which would be stereotypical
as this signifies, he's wealthy and normally Arabs tend to be associated with being rich. However this
challenges the fact that he's a terrorist, as normally you wouldn't see a terrorist wearing jewelry and a full suit
during a hostage situation. The man's dialogue also challenges the stereotypical Arab stereo type, as during
the conversation he's speaking English quite well. This suggests that he's well educated, which is usual for a
terrorist. As we listen to his dialogue, he's talking in quite a calm and collective tone, he also mentions things
which could in fact make the audience sympathize for him. He claims that "thousands of his countrymen
have been tortured and killed". He also mentions that the British spies have sent "a bomb into a wedding
party“.

24. What is Genre?
Genre comes from the French word for 'type’
or ‘class’ it is important for both consumers
and media producers. Consumers can make
choices about media texts they wish to
consume and media producers can create a
media text for a specific audience.If a media
producer wants to gain an audience for a
particular genre, then they have to
understand the genre codes and
conventions and include them in the media
text they are creating.
For example, a producer of a TV crime
drama will likely feature police characters,
crime scenes, suspects, victims and
violence. Audiences will also expect certain
audio codes such as tense, dramatic music.
All genres contain sub genres which
further define and categorize the media
text. Some media texts are hybrid
genres, which means they share the
conventions of more than one genre.
For example Dr. Who is a sci-fi action-
adventure drama and Strictly Come
Dancing is a talent, reality and
entertainment show. The Twilight films
are a hybrid genre, combining horror,
fantasy, teen and romance.

25. Types of Genre
Horror
Classic
horror
Ghosts Serial Wolves,
werewolve
Cannibalis
m
Demonic
possession
Gore Gothic Vampires witchcraft Halloween Killer
Horror Genres
Sub Genres
Extreme Home
invasion
Animal and
nature
Virus Devil &
Demons
Ghosts &
Spirts
Torture Crime zombies Aliens Undead Supernatur
Hybrid Genres
Comedy
Horror
Sci-Horror Horror
romance
Creepy kid Gothic
horror
Body
horror

26. Types of Genre
Action/Adventure
Western Melodrama Action
fiction
Superhero
film
Martial arts Buddy cop
Adventure
fiction
Mystery Sci-fi action Spy film Disaster Action
comedy
Action/Adventure Genres
Action
suspense
thriller
Biker Block
busters
Heroic
bloodshed
films
Jungle and
safari
Survival
Sea
adventures
Space
adventures
Undercover Surfing or
surf films
swashbuckl
r
Expeditions
Sub Genres
Action
comedies
Action
romance
Crime
dramas
Buddy Science
fiction
western
Mad
scientists
Hybrid Genres

27. Types of Genre
Comedy
Sitcom sketch Pre-teen
comedies
Urban
comedies
Animals Black
comedy
Satire Slapstick Screwball
comedy
Parody Musical
comedy
Romantic
comedy
Comedy Genres
Clown Comedy
thrillers
Comic
criminals
Family
comedies
Parenthood
comedies
Stand-up
Anarchic
comedies
Political
comedies
School days Social class
comedies
Mockument
ary
Teen
comedies
Hybrid Genres
Romantic
comedy
Comedy
musicals
Western
comedies
Horror
comedies
Crime/cape
r comedies
Christmas
comedy
Sub Genres

28. Genre Theorists
David Duff
He claims that genre is a recurring type or category of text, as defined by structural and
thematic criteria. This is normally how genre is categorized now a days.
John Hartley
The same text can belong to different genres in different countries or times. For example the
Exorcist, it was deemed to be in the horror genre when it first came out in the 70’s, but now
in modern times it fits more into the comedy genre.
Robert Stem
He suggests that genre is hard to define, doesn’t really exist and is just a concept made up by
theorists and critics. There’s too many genre’s to categorize them.

29. Rick Altman’s Genre Theory
Rick Altman’s Genre Theory:
He believed that genre is easily defined through the use of Semantics, which are physical
props/costumes/lighting etc. And Syntactics, which are common themes/plot
lines/messages. They apply to media theory to show deeper understanding of how meaning
is created therefore the audience is able to clearly identify the genre of a film due to these
elements.
Semantics – These include areas such as location,
characters and props. These are what usually give a film
their generic genre traits. For example, an isolated area is
very often associated with horror films as this gives the
characters no where to run, and allows the actions to
intensify in one specific area.
Syntactics – Syntactics are a group of generic events
that are associated with different genres. These events
are familiar for audiences watching are film. In horror
films there are many syntactic generic events that occur,
usually I’m the same order in most horror films

30. Codes and Conventions of genre
Horror Sci Fi Romance Western Action
Semantic - Isolated house
- Darkness
- Blood
- Weapons
- Low key
lighting
- Outer space
- Aliens
- Low key
lighting
- Guns/weapo
ns
- Couples
- High key
lighting
- Flowers
- Music
- Wild west
- Desert
- Cowboys
- Guns
- Super hero
- Villain
- Upbeat
music
- Explosions
Syntactic - Paranormal
activity
- Evil
- Death
- Satanic
- Futuristic
- Mystery/ the
unknown
- Action
- Adventure
- Love
- Happiness
- Comedy
- violence
- Action
- Adventure
- Adventure
- Heroic acts
- Survival
- Power

31. Todorov’s Narrative
theory
Tzvetan Todorov's narrative theory suggests that all narratives follow a three
part structure where they begin with equilibrium, where everything is balanced,
progress as something comes along to disrupt that equilibrium, and finally reach
a resolution, when equilibrium is restored.
Equilibrium - all is calm at the beginning
Disruption - the audience is aware of something happening, but the characters
don't realize yet.
Recognition - the characters are now aware of what the problem is.
Repair - the characters are trying to fix the problem.
New Equilibrium - all is well again in the story.

32. Toy Story example
Equilibrium – The audience is
introduced to the ‘toy world’ as this
is the norm.
Disruption – Woody tries to get rid of
the new toy Buzz light year after the
fear of being replaced as Andy’s favorite
toy
Recognition – The toy’s fighting
has led to Buzz light year
accidentally falling out the
window
Repair – Woody and his toy friends try
to get Buzz back to restore the order
New equilibrium – woody and his
friends managed to rescue Buzz and
there’s a happy ending

33. Propp’s character
theory
Propp argued that stories are character driven and that plots
develop from the decisions and actions of characters and how
they function in a story. He claimed characters could be
classified into certain roles that progress a story.
Propps Character Types:
The Hero – the savior in the movie
The Helper – the hero is supported in his or her quest by the
helper – usually on old man or magician
The Villain – fights against the hero – this person is the baddie
in the story
The False Hero – Sometimes you might have a character you
first trust but turns out they are bad! They may try to take credit
for the hero’s work.
The Donor – This donor is a person who gives the hero
something special that will help them succeed.
The Dispatcher – This person is who sends the hero on their
mission
The Princess – Needs saving by the hero or might be the
reward at the end of the story.
The Princess's Father – protective of the princess.

34. Character type example - Shrek
Character type Example
The Hero Shrek is the one who saves and falls
in love with Fiona. This proves he is
the hero in the film
The Villain Lord Farquaard is the villain as he is
the one who sends all of them to the
swamp
The Donor The muffin man is the donor as he
creates a giant gingerbread man to
break through the castles
The Princess Fiona is the princess, as she gets
saved and falls in love with the hero
(damsel in distress)
The Princess’s father He is the princess’s father, who cares
and is overprotective over Fiona
The helper Donkey is shrek’s best friend, he is by
shrek’s side the whole time and helps
him throughout his journey
The false hero Prince Charming is the false hero as
he’s the one who tries to marry the
princess and make himself sound
more important

35. Stereotypes
A stereotype is a fixed, over generalized belief about a particular group or
class of people. By stereotyping we infer that a person has a whole range
of characteristics and abilities that we assume all members of that group
have.
Any time you group races or individuals together and make a judgment
about them without knowing them, is an example of a stereotype. Racial
remarks, sexual remarks, and gender remarks are the biggest and most
common stereotypes.

36. Asian Stereotypes:
the most common stereotype of Asians is
being 'smart’. this is because they have high
interests in being successful and getting into
elite universities/colleges. Ironically they do
this because they believe that the prestige of
this will shield them from discrimination
The stereotypes of Asians being smart came
when Asian immigrants were initially praised
for their strong work ethic in the gold mining
and railroad industries in the 1800s.
In action movies, Asians will usually be cast
the 'brains' of the mission, whereas in drama
films they would be wealthy and sometimes
will play as strict parents
Stereotypes Examples

37. Native American Stereotypes:
The most common stereotypes for a native
American would be that they’re normally
classified as ‘savages’ or uncivilised people,
that wear feathers and red face paint and
are also very superstitious.
The use of the word 'American Indian' is
used a lot but it is the wrong word. The
correct term is 'Native American.' The term
American Indian can be seen as offensive
and impolite.
When he landed in the Antilles, Columbus
referred to the resident peoples he
encountered there as "Indians" reflecting
his purported belief that he had reached
the Indian Ocean. The name stuck; for
centuries the native people of the Americas
were collectively called "Indians" in various
European languages.
Stereotypes Examples

38. Arab Stereotypes:
Many common Middle Eastern stereotypes is
that all Arabs are portrayed as a terrorist or
often the villain in most action movies. Arabs
also have another popular stereotype of
being extremely wealthy, you’d often see
them in movies wearing a luxury gown or lots
of jewellery.
Another stereotype is that Arabs ride camels
everywhere they go and wear scandals,
wearing Turbans or don’t speak English very
well. Men would also be seen as misogynistic,
oppressive and controlling towards their wife
or wives.
Especially after the 9/11 terrorist attack on
the twin towers in world trade centre with
almost 3,000 deaths. Middle Easterners and
Muslims faced cultural and religious
stereotypes. often seen as villains in movies.
Stereotypes Examples

39. Latino Stereotypes:
The most common stereotype for Latino
women is that they are seen as exotic,
beautiful and hot tempered. Some Latinos
are seen as immigrants and servants,
while others can be seen as being
involved in drug gangs possible linked to
Pablo Escobar.
when Mexicans were originally
immigrating to America they were taking
any job they could find, these were mainly
badly paying jobs such as gardeners,
handymen, small time mechanics or as a
butler, this would lead to multiple
stereotypes being formed about all
Mexicans being gardeners or servants
Pablo Escobar was one of the largest drug
lords in history and sold most of his
product in America, he was a Latino man
so him being a drug lord may be why
many Latino men are stereotypically
linked to drug gangs, this as well as many
immigrants have had to resort to crime to
get by.
Stereotypes Examples

40. Alvarado Theory:
Manuel Alvarado was a Guatemalan-born British academic, who specialized in
Media studies. His theories related to ethnicity are based on the idea that
people from different cultures tend to be defined by how different they are, by
their 'otherness'.
Alvarado’s Theory states that ethnic minorities fall into the following
categories in movies and tv show:
• The humorous
• The Dangerous
• The Exotic
• The Pitied

41. A good example of this is
groundskeeper willie who is shown
to be very Irish with his red hair and
strong accent, and because he
always makes jokes and causes
mischief. It makes him funny so this
has made a stereotype that all Irish
people are like this.
The Humorous
these actors are also well known for
playing the comedic characters:

42. The Dangerous
This is when a group is portrayed to
be dangerous. For example, violent
rap has made the stereotype on
black males and has made the
stereotype that they are very violent.
Another example could be with
Russians and Arabs as being
portrayed as the Villain, or Hispanics
stereotyped as gang members.

43. The Exotic
Ethnic groups can be shown as
exotic, like Latino Americans are
shown to be sex symbols and rather
exotic through racy costume and
controversial behaviour. For
example Shakira or even Beyonce,
and how they’re being represented
as ‘exotic’ in their music videos.

44. The Pitied
When adverts or documentaries are
displayed for African children and
families dying in poverty, the
impression this gives off to the
audience creates a feeling of pity. It
makes the audience feel as if they
should help them and creates an
atmosphere of pity.

45. Representation of Women
Stereotypes of Women:
• Emotional
• Prudent
• Gentle
• Submissive
• Sensitive
• Maternal
In the past, women in movies and TV Shows, Women were
always represented as ‘invisible’.
Especially in the 50’s, there was this issue surrounding the
‘patriarchal view’ of women. Gramsci used the
term hegemony to show how the dominant class (Males) can
project their own ideologies so that those who are
subordinated accept it as 'common sense' and 'natural’.
This is called the Cultivation theory – where women watch and
believe how this is how they should behave.
Feminism:
A movement started in which women questioned their
position within patriarchal society. The typical housewife
who’s only purpose was to grow and raise children. It
served to uncover, challenge and eliminate oppression and
dominant gender imagery.
Soon enough, the media started promoting
Women as a sex symbol rather than ‘pure’
Again, following the Cultivation theory were
Women believe how they’re supposed to be.

46. Laura Mulvey's Male Gaze theory:
Laura Mulvey’s Male Gaze Theory claims that the media uses Voyeurism to present women
solely for the purpose of display on the media. This highly objectifies women for a male
gaze regardless of what the viewer’s gender is.
Voyeurism is gaining erotic pleasures from looking at a sexual ‘object’ who is most likely
unaware of being watched.
Example:
The most common example
would be the voyeuristic
treatment of women in mainly
male music videos. With the
use of erotic dancers as
adornments to the male’s ego.
The inclusion of women used
as display is a vital element in
music videos across all genres.
For example in pop music
videos and modern rap music
videos.

47. What is Audience?
The audience is the most important part of any product. They are the
spectators or listeners at a public event such as a play, film, concert or
meeting. They are the ones that will consume your product, rate your
product, inform the direction your product goes, will it be a success or
not?
Social media have now made the audience even more pivotal meaning
their voice is now a lot louder than it was in the past. The Uses and
gratification theory is a perfect example of how active audiences are
presented; personal identity, personal engagement, escapism and
surveillance/information.

48. Personal Indentity:
This is where the audience identifies with
a character. perhaps they are going
through similar issues and they can
to the characters. This is important
because you want your product to be
realistic and engage your audience.
People are more likely to respond to
your product if they can relate to
it.
Uses and Gratification Theory
Personal Relationship:
This often occurs when there has been
a long running show, or a series of
movies and the audience becomes
invested in the characters. They form an
attachment, they will have a favorite
character that they like to watch, they
will know all about that character as if it
was a real person.

49. Escapism/Divergence:
Audience often use the media as a form
of escapism, they want to escape reality
and send a few hours in a make-believe
world. It is usually a way for the
to relax and no longer thing about their
own current problems or issues.When
they use the media to escape, they can
put their real lives on hold.
Uses and Gratification Theory
Surveillance/Information:
Audience often use the media as a form
of finding out information.This could be
in the form of News and information.Or
could be in the form of movies about
historical events/figures so that they
audience can learn. It also allows the
audience to observe, especially with
reality tv.

50. Audience Theory What is it?
Hypodermic Needle Theory It was developed in the 1920s and 1930s after
researchers observed the effect of propaganda
World War I and events like Orson Welles’ War of
Worlds broadcast. The Hypodermic Needle Theory is
a communication theory which suggests that media
messages are injected directly into the brains of a
passive audience. It suggests that we’re all the same
and we all respond to media messages in the same
way.
Cultivation Theory According to the theory, people who watch
frequently are more likely to be influenced by the
messages from the world of television. The influence
goes to such an extent that their world view and
perceptions start reflecting what they repeatedly see
and hear on television. Therefore, considered to
contribute independently to the way people perceive
social reality.
Moral Panic Moral Panic occurs when someone or
is defined by the media as a threat to the values
or interests of society. moral panic occurs when
condition, episode, person or group of people
emerges to become defined as a threat to
societal values and interests. In Cohen’s view
media overreact or sensationalise aspects of
behaviors which challenge social norms.

51. Audience Demographics and Psychographics
Audience Demographics
Demographic targeting or demographic segmentation
is a type of market segmentation according to family
size, religion, gender, age, ethnicity, education, and
even income. These data can effectively be
segmented into different markets, helping companies
target customers more accurately than ever before.
Audience Psychographics
Psychographics refer to all of the psychological
variables that combine to form a person's inner self.
Even if two people share the same demographic or
geographic characteristics, they may still hold entirely
different ideas and values that define them personally
and socially.