Notes 03.10.17



                                            Notes

03.10.17

 

Audience positioning:  The producers can position the audience and thus create a certain amount of agreement on what the code means. This is known as PREFFERED MEANING.

 

Pluralistic society: different voices

Uses and gratification theory: - Blulmer and Katz (1974)

  •  In a nutshell – why people use different forms of media.
  • Audiences are active and consume texts to their individual needs.
  • Escapism
  • Entertainment
  • Relating to characters and their issues
  • Education
  • Information (most likely news)
  • Sexual gratification
  • Personal identity: Finding role models, gaining insight into one self, finding reinforcement for personal values
  • Integration and social interaction: Having a substitute for real life companionship, gaining insight into circumstances of others; social empathy

 

Target audience:

  • Identifying institution, context and ideology
  • Representations constructed in a text
  • The narrative structure and genre of a text
  • What assumptions are made about the audience which are received in the texts scheduling and positioning
  • When and where will the audience receive texts

 

Demographic Profiling:

Factors that effect perspectives on media texts: Age, gender, race, geographical area, economic statues, religion and personal experiences

 

      Psychological Profiling:

      Mainstreamers: - The majority of the population. They respond to big established brands as well as family brands. They tend to look for security.

Aspirers: People to seek to improve themselves- people with high status and who like branded items. They seek status. They are often materialistic and orientated to image.

Succeeders: Feel secure and in control or seek control. They are often in positions of power. They also like purchasing branded items. They have strong goals, work ethic, organisation and confidence.

 

Reformers: Like to purchase eco-friendly products. They seek enlightment, freedom of restrictions and personal growth. They have social awareness and independent judgment. They are not materialistic people but have good taste.

 

Resigned: Interested in the past and tradition.

Explorers: They have energy and individualism. They value adventure and difference.

Strugglers: People who seek escape. Alienated and disorganised. A few physical skills.  

 

ABC1 Profiling:

A – Higher management, bankers, lawyers, doctors etc.

B-   Middle management, teachers

C1- Office supervisors, junior mangers, nurses etc.

C2- Skilled manual workers, plumbers, builders, blue collar jobs

D- Semi skilled and unskilled manual workers

E- Unemployed, students, pensioners and casual workers


Comments

Post a Comment

Popular posts from this blog

Tide advert

Image
A vast majority of Tide adverts are controversial as they connote many stereotypical ideologies. Tide adverts conform to the notion that women should be domestic servants and undertake any chores in order to gratify their husbands. In this advert, the dominant reading suggests the wife finds pleasure being subjugated to her husband. The washing powder clearly brings  a sense of happiness as the wife can bring joy to her husband by cleaning his clothes contentiously. The phrases that join the advert are also stereotypical. While 'He wears the cleanest shirts in town' is in a larger and brighter font, '...his 'Misses' swears by tide' is smaller and harder to read. The red font dominating over the black font could connote the husband taking credit for his wife's work therefore highlighting his dominance and superiority over her. The fact that she is referred to as 'Misses' also connotes this idea as she doesn't have an identity without other tha
Read more

Binary Opposites

Image
The Amazing Spider-man and the Harry Potter franchise In both Harry Potter and The Amazing Spiderman franchises, the binary opposites, the protagonists and antagonists, hold specific values that reinforce their role. Firstly, Voldemort’s role as an antagonist is exceedingly stereotypical in regard to the mise-en-scene, soundtrack, editing and camera work. The black clothing and evil actions empower darkness upon the world. His followers also wear similar clothing. This, among other factors, present Voldemort as the epitome of evil. It is ironic however, that most tyrannical characters don’t kill other people but rather, their disciples commit the crime for them. Thus, most characters in the movie refer to Voldemort as ‘the dark lord’ or ‘he who shall not be named’. Harry goes against this rule by addressing Voldemort by his real name emphasising his heroic traits of bravery. He is not afraid to confront this demonic being. Furthermore, it can be argued that Harry is an a
Read more

Post-colonism and orientalism- Gilroy and Said

Paul Gilroy:  - Student of Stuart Hall  - Colony: The countries that we control  - The British took over many countries in the world  - Decolonisation after WW2 Post- colonialism:  Political or cultural condition of a former colony "Colonial discourses continue to inform contemporary attitudes to race and ethnicity in the post-colonial era." - Gilory  Colonial discourse:  behaving as if we are superior to other races. This is similar to when the British white people used to treat those who were black or brown as inferiors.  Civilisationism constructs racial hierarchies and binary opposition.  Edward Said  Focused on the discrimination of those in the East. He argued that people in the west have little knowledge of what occurs in the east.  Orielantalism: How we look at those who are different to us Otherness: Those who are different from us    Said argued that the west allowed stereotyping to become a justification 
Read more