Unit 1 - Revision

Conglomerate: Warner Bros: New Line Cinema, HBO, DC

Independent: Warp Films: Dead Man's Shoe's

20 Marker:

Spend 40 minutes on question. Can afford three minutes for plan make sure to cross it out

Audience Theories

1. Passive - Negatives 

2. Active - Positives: Gauntlett (1995) filter and adapt theory, Altman (1999) Mental puzzles, visceral, and emotional reactions. 

3. Argue both sides 

4. Refer back to the question

5. Regulation - PEGI (Games), BBFC (Films), PRS (Music), Ofcom (TV and Radio.)

BBFC gives out age certificates and regulates Netflix programmes. 

 6. Examples (10) - Name of product, different scenes, names of social channels

7. Online age -> Parental controls <- Netflix e.g. social media 

8. Media effects (passive + active), Regulation (regulators), Copyright

Theorist Dates and Names:

1. Name is more important than the date particularly their surname + what they said

Active Audience Theory:

McQuail (1972) Uses and Gratifications Theory:

• The main reason why audiences consume media products is entertainment;
• Escapism: We want to be entertained from a media product and create escapism from our daily lives.
• Social Interaction: Talk to other people about
• Surveillance: What we learn about in a media product
• Personal Identity: Finding relatability in a media product + Carl Rogers (1980) Ideal Self/Partner Theory. 

Gauntlett (1995) Filter and Adapt Theory:

• What the audience takes away from a media product and that the audience knows the difference between reality and fiction and good and bad. 

Stuart Hall (1980) Preferred Readings: 

Oppositional Reading: Meaning understood but there is no agreement and opposite opinion formed. 

Preferred Reading: Most transparent reading what the producer intended.

Negotiating Reading: Partial agreement of meaning make own opinions.

Passive Audience Theory:

Anderson (2007) Desensitisation - We are too exposed to violent and graphic content and have become used to it/ it has become normal. 

Packard/ Adorno Hypodermic Syringe - We are easily injected with negative images and themes. Easy to lie about your age on streaming sites such as Netflix or on social media such as Facebook. 24/7. Digital immigrants (parents) trying to protect Digital natives - they don't have a decent grasp of technology and the dangers and thus are constantly paranoid. 

Stanley Cohen (1972) - Moral Panic Theory - Media creates fear in a community. Parents are worried their children will copy actions shown in media. 

Chris Ferguson (2012) - Media products have been shown to have no long term effects on audiences.

Laura Mulvey () - 'Male Gaze' women being shown with idealistic and unrealistic beauty standards and used merely as sexual objects and objects for male entertainment. 

Cultivation Theory George Gerbner and Larry Gross (1979)

This theory examines the long term effects of television. "The more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with reality portrayed on television."

In terms of violence, they called this the 'mean world syndrome'. The more people are told by the news and TV that the world is violent the more likely they are to believe it. 

Representation:

How people and places are presented in media. 

People:

1. Gender - Mulvey: Male Gaze, Eartz and Katz: Male pathological need for Violence + Control

2. Sexuality - 

3. Race/Ethnicity - Said (Sayeed) Alvarado are POC funny, violent or pity characters? 

4. Character Types - Heroic Protagonist, Antagonist, Prince/Princess

Dyer (1983) - Representations should be challenged

Carl Rogers (1980) - Ideal Self/Partner

Narrative:

The techniques used to tell the story. How the story is structured. 

1. Propp (1928) "Stock Characters" -> Heroic Protagonist -> Costume, Antagonist -> Low Camera Angle.

2. Oppositions Claude Levi Strauss (1958) -> Good Vs Evil. Camerawork - Juxtaposition of Low and High angles, Editing - Shot Reverse Shot Structure

3. "Narrative Structure" -> Tvetzan Todorov (1977)

• Equilibrium
• Dis-Equilibrium + Enigma Creation
• Enigma Resolution 

4. Rick Altman (1999) "Intellectual Puzzles"

Above/Below the line advertising:

Above - Above and beyond ways we use to target the mass audience such as: Billboards, TV Adverts, Radio Adverts, Social Media Posts,  Newspapers. The advertising methods are expensive however mass audience = mass profits. 

"Avatar: The Way Of Water" -> 20th Century Fox/ Disney -> Advertised on subsidiaries -> ABC Studios, ESPN. ESPN -> Sports Channel -> Stereotypically men -> Action + Adventure film. 

Below - Personalised advertisements that are meant to target a niche (not always small but rather specific.) 

Web 2.0:

Interactive web where you can access interactive content (things that move) i.e., games, videos, film and TV. Technological Convergence - Accessing the majority of Web 2.0 is digital natives on black box devices. 

L01

Explain about the different types of media industries an the specialist companies in these industries. When we are told to talk about companies that make multiple media products it is important to talk about companies the size of Disney. 

Conglomerates - Disney has cross-media ownership and it is called.a conglomerate because it controls subsidiaries. It can make 

• Film (20th Century Fox, Marvel Studios Lucasfilm) - Indiana Jones
• Print (Marvel Comics) - Spiderman
• TV (ABC + ESPN) - Scandal, Grey's Anatomy
• Vertical comes before horizontal as a conglomerate needs to control Production, Distribution, and Exchange of a product to be classed as a conglomerate. 
• Horizontal -> Cross promotion on platforms such as the ones they own (Disney +, ABC, ESPN) and social media. 

Indies/Independent - Warp Films - Dead Man's Shoes, Everybody's Talking About Jamie (joint venture with WB for Production and Distribution and Amazon Prime for Distribution and Exchange.) Although Independent film companies want to make a profit Warp Films also wants to represent society. In Everybody's Talking About Jamie they want to talk about homophobia and issues with identity.  

PSB (Public Service Broadcasters) - BBC is the biggest example of a PSB because they are international. BBC stands for British Broadcasting Corporation. No fake news can be broadcast on a PSB. Another thing that BBC hasn't that ITV has a lot of is advertisements because the BBC will only advertise their own shows because of the yearly license fee. BBC tend to produce their own shows as the TV license fee funds their stuff and they cannot be seen to make a profit. ITV, Channel Four and Channel Five are also PSB's because they all have a responsibility to inform, educate and entertain; however the BBC has a larger responsibility because they are paid to do so. BBC do all three equally to give us diverse content in order to merit the TV license fee, whilst the other PSB's tend to focus on entertainment only. 

Synergy - Synergy is a product of Vertical Integration it means a combined effort on a media product. 

L02

Digital advertising - Accessible by the public -> digital natives and digital migrants. It is all an example of technological convergence which is the idea of everyone accessing the internet/Web 2.0 on our black box devices. Digital products merging together. 

L03

Production Techniques - 

Sound - 

• Non-diegetic sound - Incidental music: fast paced connotes danger and tension used in action movies
• Dialogue - key quotes usually with important connotations of what characters say. 
• Sound Effects - Sounds added in post-production that can add tension, enigma, spectacle etc to a scene
• Stings - Short sharp sound effects also used to create tension, enigma, spectacle etc to a scene

Camerawork - 

• Extreme close-ups, close -> details and emotions
• Tracking shot - following the characters along (usually heroic protagonist/s) as if we were running beside them at the same time.
• Wide shot - usually used to show off a (new) location or full (important) scene. 

Editing - 

• SRSS (Shot Reverse Shot Structure) Mostly used in conversations also used to show juxtapositions and contrasts of different characters. However it can also be used to connote a friendship or partnership -> teamwork.
• Action match - the same action being followed throughout multiple shots to add suspense and add emphasis on to it. 
• Eyeline Match - showing what a character is looking at by cutting from their face/eyes to what they're looking at. 
• Cross Cut - Cutting from one location to another which are both going on at the same time
• Insert Shot - 

Different Effects On The Audience

• Enigma
• Verismilitude
• Tension
• Empathy
• Spectacle

L06

To evaluate legal and regulatory issues for media i.e. 

• The Role of regulators (ASA, BBFC, Ofcom, IPSO, IPSO) and censorship

BBFC regulate all media on Netflix and PEGI censor and monitor games and their platforms.

• Self Regulation

Filters like Smoothwall

Parental Controls

Screen time monitors and blockers

• Use of copyright and intellectual property

Andrew Gate 

Andrew Hate 

Bandrew Tate 

Andrew Fate

Andrew Slate

Andrew Mate

Andrew Wait

Andrew Bait

Andrew Trait

Andrew Date

Andrew Cremate

Andrew Debate

Andrew Late

Andrew Kate

Andrew Rate

Andrew Irate