Recap - FORM• Denotation – first level of meaning; what the text is/what we see/what the elements are• Connotation – second level of meaning; what the audience understands from the text/element based on our cultural position
Recap - FORM• Anchorage – (usually written text) that is there to secure the meaning of the original text• Genre• Narrative• Mise en scene• Cinematography• Editing• Sound
Recap - AUDIENCE• Target Audience – who the broadcasters aim their products at. Usually defined by age, gender, income, class• Active Audience – We use the media in a knowledgeable and knowing way. It benefits us. Linked to the term Media Savy and Media Saturation• Passive Audience – The media impacts our lives, thoughts, habits without us realising
Task• Using your own products complete a basic flow chart with the theories we just recapped • Close ups to show reaction • Linear narrative focusing on real life issues • Teen drama Form • Moody establishing shots of sky to connote trouble is coming • 16-22, mostly male, student or unskilled work Audience • Audience watch to find relieve boredom & laugh
FORM Sam SlatcardShots The Acronym moves from the essentialAngles technical considerations for moving imageMovement through to the construction of individuals and personal qualities conveyed.SoundLighting Of course, youre not going toAnchorage forget Audience or Narrative or Genre. These are central to why any of the aboveTypography are used in the first place.ColourAddress (...as in Mode of Address)RegisterDress
TASK• Make a list of ALL the different elements you should look at under FORM when thinking about Television products• Make your own acronym to help you remember i.e. S.A.M. S.L.A.T.C.A.R.D
Audience Theory• Three key questions:1) Why do audiences choose to consume certain texts?2) How do they consume texts?3) What happens when they consume texts? Why, How, What?
Audience Theory• There are three theories of audience that we can apply to help us come to a better understanding about the relationship between texts and audience.1. The Effects Model or the Hypodermic Model2. The Uses and Gratifications Model (Blumler & Katz)3. Reception Theory (Stuart Hall)
The Effects Model• The consumption of media texts has an effect or influence upon the audience• It is normally considered that this effect is negative• Audiences are passive and powerless to prevent the influence• The power lies with the message of the text• This model is also called: The Hypodermic Model
The Uses and Gratifications Model• The Uses and Gratifications Model is the opposite of the Effects Model• The audience is active• The audience uses the text & is NOT used by it• The audience uses the text for its own gratification or pleasure (Blumler & Katz)
The Uses and Gratifications Model• Here, power lies with the audience NOT the producers• This theory emphasises what audiences do with media texts – how and why they use them• Far from being tricked by the media , the audience is free to reject, use or play with media meanings as they see fit
The Uses and Gratifications Model• Use your phones or the computers to find out what the uses and grats model is said to help people do.• Working in random groups of 6, everyone must contribute to the list in order.• Annotate the list to show which areas you use• Summarise on how useful this theory is in explaining active audience types
Speed Summary• You have two minutes to summarise todays new knowledge and one minute to test out another member of the class who you normally don’t talk too!