Effects Theory

Passive & Active audiences

Passive: This is the view that audiences take in information from the media that has the same effect on everyone.

Active: This is the more modern and generally accepted view that audiences interact with the media they consume.

Hypodermic Needle Theory

This is the suggestion that 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.

It was believed that in the 1930's that the media was this powerful.

Write down a media text for each category of Blumler & Katz🐱Uses and Gratification theory and why it fits that particular audience use/gratification:

Information/Surveillance😊: Learning information we didn't already know

>Why: This is useful for people to watch because instead of them sitting down and watching non fiction and not learning anything but they can be lazy whilst learning about the world and its past history (or other planets).

Identity🤷‍♀️: Personally relating to something

>Why: This is helpful because it helps to remind the person viewing (the audience) that characters in their favourite shows go through the same things as them as well. It helps to remind them that there not alone and everyone has struggles.

Diversion/Entertainment🥳: Escaping and being entertained away from your normal life

>Why: This is useful for the audience because it helps them to forget all their problems/worries for a good while. Its also helpful because it can be used to escape from our world and help us as the audience go to one we've never been to before.
An example for this are movies such as; 

Marvel films, Chronicles of Narnia, Hunger games etc.

Relationships💖🔐: Having relationships or caring about characters from TV series or soap operas

>Why: This is quite similar to diversion /entertainment but is different as well. Having a relationship with a character makes you forget about whats going on in your life and worry about there's, but that's if you have a positive relationship with them. If you have a negative one then your going to hope something bad happens to them. Also having positive or negative relationships with any character would make you want to know whats going to happen to them so you keep watching. You may even binge watch.

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 3V's - notes outlined above).

https://www.youtube.com/watch?time_continue=113&v=_38JDGnr0vA

The 3 V's

Visceral Pleasure: Physical thrill of watching something e.g hairs on the back of your neck in a horror film, sport, big explosions
Vicarious Pleasure: Experiencing something through the characters.
Voyeuristic Pleasure: Watching people e.g hidden camera shows / elements of reality TV like Big Brother.

Blue Planet Clip:

The clip from Blue planet allows us as consumers to experience diversion because its like you have escaped your house to the underwater world and you didn't even need to leave your house. It also has elements of surveillance because you are able to learn new information that you didn't know already. Lastly it has elements of relationships because the consumers may develop love and sympathy for the animals
underwater. 

Reception Theory

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

A preferred reading of a media text is a message/ideology or belief the producers want you to take from the product.

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

An oppositional of a media text is when the consumer takes away an opposite message/ideology or belief that the producer tries to communicate with us.

https://www.youtube.com/watch?v=OVOSfHFNlcI

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

The Harry Brown trailer positions the audience to respond to the teenage in a negative way because it shows that young people are violent and they don't care about their community or how others view them.

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

Young people might reject this reading and construct an oppositional reading of this trailer because not all young people are violent and in media we are viewed unfairly.

Preferred Reading:

The preferred reading for this Mc Donald's advert is the food they presented ( Big Mac). The idea that the producers want us to take from this advert is that there's no other burger/sandwich  like the Big Mac. This is because its a burger with three buns and two pieces of meat, the producer wants us to believe only place we can get a burger as good as that is from Mac Donald's.

Negotiated Reading:

The negotiated reading for this Mc Donald's advert of the Big Mac is that it there's no other burger/sandwich like this and even though it looks appealing to the eye not everything you read is true, so this burger could have some other meat products in it as well as beef.

Oppositional Reading:

The oppositional reading for this Mc Donald's advert is that the burger/sandwich (Big Mac) is the complete opposite to what the producers want us to think or believe and just because it looks visually appealing to the eye doesn't mean it has 100% beef in it, just because it looks like it has something in it doesn't mean it does.

Preferred Reading:

The preferred reading for this Call Of Duty poster is that the game is about war, your able to see this because of the costume that the character on the front cover is wearing (Military uniform). This game is meant to be a strong and violent game. This is because the character on the front cover has a black face and he's holding a skull, also there's fire at the bottom of the poster.

Negotiated Reading:

The negotiated reading for this Black Ops advert is that this game could be about war but it could be about something else as well, so there's a 50% chance for both things until you actually play the game.

Oppositional Reading:

The oppositional reading for this game advert/poster (Black Ops) is the complete opposite to what the producers want us to think or believe and just because it looks like its about war doesn't mean it will be. It could be about just a regular street fight but the producers want money so they made the front cover look better than the actual game.

Camera Work Analysis 2:

Three Camera Shots:
    - The opening (establishing) shot helps us understand whats going on in this media clip because it comes in and covers a lot of the surroundings (background) of the scene in-order for us to acknowledge that a new scene is going to be set in this particular spot.

    - The extreme close up is usually effective but that's because its not as often as other shots such as the medium close up. The extreme close up focuses on a particular part of the characters body or an object in the scene.

    - The medium close up is quite useful in movies or on posters because its not too close to the character but its not too far away neither, it mainly just shows the characters shoulders up till the top of the characters head. This shot is used the most out of the other six shots.

Camera Work Analysis 1:

 

The medium close up shot allows us to see the characters facial expressions. It also allows us as the audience feel like we are involved because this type of shot can make us feel closer to the character. This is because when you have a convocation with someone in real life your able to see the upper part of their body (shoulder and above).

The establishing shot allows us to be introduced to a new location. This is useful for setting a new scene so that we are aware of the new surroundings. It also makes it more realistic and clear to understand instead of jus switching the scene and going straight into action because then we would be confused on what's going on.

The close up shot allows us to share emotion with the character. This is because its an image that's very close to the face. It allows us to see the characters facial expressions clearly. This type of shot isn't used often, but when it is its  used affectively. The audience feels connected with the character.

October Assessment

Learner Response

mark scheme for this assessment

1) Did you get any media terminology wrong in the assessment? 

 In this assessment i got some Media terminology wrong such as question 1 & 4.

               (Denotation & explaining what a Target Audience is)


2) Identify one of your stronger questions. Why did you do better on this question?

I think i did good on question 2,6 & 7. I did good on question 2 because i got full marks      on it an i think i did good on question 6 & 7 because i was just one mark off getting full    marks on the question.  


3) Identify one of your weaker questions. Why did you score lower on this particular question?

One of my weaker questions was question 9 this is because i didn't have enough time to    write it, this is because i daydreamed for a bit while writing out one of the other              questions I think if i didn't waste my time there i would have had enough time to write a    couple more lines.

4) Re-draft your answer to Q9 and type it out in full. Use the mark scheme to identify anticipated content you can add to your response and make sure your typed re-draft is a top-level answer.

A  stereotypical image of a child in need is used in the hope that the target audience will recognise this stereotype and the image will compel them to give money and donate to the cause. An image of a child would want us to protect and help them as much as we are able to because they can’t look after themselves.  It could also appeal to people that have children at quite young ages because then they’ll be able to think about the child in that situation.