Stuart Hall: Reception theory

Stuart Hall: Reception theory

Dominant, Preferred or Hegemonic Reading: what the producer/creator intends – the ‘natural’ reading

Negotiated Reading: a middle ground between the producer’s intentions and the audience’s individual views

Oppositional or ‘Counter-Hegemonic’ Reading: an alternative reading that is actively against the producer’s intentions.

The preferred or dominant reading of this is portraying that your past doesn't determine your future therefore 50 cent was recruited by the producer for audience to link his past with what the advert is suggesting. 50 cent was chosen to express an emotional speech to the audience implying that they can still change even though they have had a rough past. 50 cent promoting Reebok the brand, suggested that Reebok is also delivering the same influential speech. The negotiated reading is the producers trying to make the Reebok a branded market by using adverts therefore customers will have brand loyalty towards Reebok. Reebok has made 50 cent as the main image of the advert to influence that Reebok can change peoples lives. However, some audiences may not know 50 cents past and what the fingerprints represents; audiences may not know any criminal records 50 cent has and how he became so successful after all that. Consequently this means that audience would not be able to relate towards the advert since it might be confusing what it is communicating. The oppositional reading suggests the audience might not understand what the advert is communicating or some audience may disagree on the point 50 cent makes about "tomorrow is not promised".


 
The preferred or dominant reading of this is to show that you shouldn't stop believing in your goals because those are the things that make you strive in front of everyone else. If you truly believe something is right and will benefit you in the long term, then "just do it". The producer has chosen Colin Kaepernick because he was a well known NFL player and was announced to be the face of the 30th anniversary of "just do it" campaign.  The negotiated reading is that the producer wanted the face of Colin Kaepernick to promote the "Just do it" campaign because of his contribution to the NFL therefore will express the quote really well. However, after Colin Kaepernick kneeling down during the national anthem, the audience felt disgusted towards him and demotivated to buy products from Nike. The audience were not pleased and most likely got the wrong message since it was addressed by Colin Kaepernick. The oppositional reading is this led to the audience of Nike to burn their "Just do it"  shoes. Whereas, some audiences were hesitant about the use of Kaepernick's activism and instead started applauding Nike.

Audience theory 2

Audience theory 2

1) Social learning theory has been criticised for simplifying the causes of violence in society. Do you think the media is responsible for anti-social behaviour and violence?
I believe that the media is completely responsible for anti-social behaviour and violence since youtube promotes violence through memes and youtubers that find it entertaining to post violence. This influences young teenagers use violent and aggression in the real world.

2) How is social learning theory relevant in the digital age? Are young people now learning behaviour from social media and the internet? Give examples.
Young people are learning behaviour from social medias at this digital age such as Instagram. Many uses post challenges such as the Dele Ali challenge where Dele Ali performed something remarkable which forced other people to try and learn the challenge.

3) Research five examples of moral panic from the last 50 years. To what extent was the media responsible for these moral panics? Was the concern in society justified? How have things changed as a result of these moral panics?
1. One major moral panic was when Donald Trump became president which created fear amongst the American citizens. People feared that him becoming president will lead to world war 3. 
2. Another moral panic is the amount of bombings that has occurred in the US and the amount of terrorist attacks that have been reported on the news. This increases public concerns which creates fear amongst the society.
3. the third moral panic from the last 50 years is the number of knife crimes in London; parents have been concerned about their children and have started creating curfews for their children due to the number knife crimes. There has been over 40,000 innocent civilians who have been injured from knife use. This generates fear amongst the younger generation as they are scared to leave their house late.
4.Another moral panic was Ebola. Ebola was the disease that took the lives of numerous of people. This frightened the worlds population because the population was decreasing significantly in a short period of time. There was over 12,000 victims and 4000 deaths. Ebola was all over the news which created fear for everyone as it could be transmitted by a single touch. 
5. The satanic ritual abuse scare was a moral panic that began in the 1980s in north america which lasted for ten years. Satanic Ritual Abuse (SRA) can be defined as the psychological, sexual, and/or physical assault forced on an unwilling human victim and committed by one or many people. Parents were gripped by an overpowering fear that the preschool was a haven for vicious sex abuse to young children.

4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?
The examples of technopanics that create fear in society are child safety, digital privacy and cybercsecurity

5) How does the author suggest that technopanics should be addressed - rather than through government regulation?
The author suggests that technopanics should be addressed by ongoing societal learning, experimentation, resiliency, and coping strategies rather than by regulation.  If steps must be taken to address these concerns, education- and empowerment-based solutions represent superior approaches to dealing with them.

6) Do you think the internet should be regulated? Should the government try and control what we can access online
It's debatable because young children shouldn't have access to websites that are suitable for 18 and plus only. However, some people say that people that have access to the internet should have freedom and have the rights to go on what ever they like, that it is unacceptable to rule someone out from doing what they enjoy.


7) Apply Gerbner's cultivation theory to new and digital media. Is the internet creating a fearful population? Are we becoming desensitised to online threats, trolling and abuse?
Applying gerbner's cultivation theory about heavy viewers of television are exposed to more violence and cause a threat to the society. This creates fear for others that view the internet showcasing violent footage such as shooting , stabbing or police brutality. People who are high frequency views will reinforce this violent behaviour shown on the internet.

8) Is heavy internet use something we should be worried about in society? How would you define 'heavy internet use'? 
Viewing the internet for a long period of time can manipulate people to do bad this and increase their aggression behaviour. This will affect others that are viewing the internet since people's violent behaviour is used by posting violent footage's. I define heavy internet uses as uses that expose their violence on the intenet due to the affect of heavy internet use. People who show evidence that they have been effected by the use of internet in a negative way. 

Genre: Categorising Text

Genre: Categorising Text

1) What example is provided of why visual iconographies are so important?

Sometimes these iconographies are enough to act alone. For example,the mise en scene of deep space, usually indicates the genre of sci-fi. Genres are categories or types of media text. Genres are recognisable through the repeated use of generic codes and conventions. Sometimes, however the iconographies work together to indicate the genre. Someone sitting behind a desk a desk is not genre specific but adding high key lighting will create iconographies.

2) What examples are provided of the importance of narrative in identifying genre?

Genre can also be indicated in the way the story is told via its narrative and plot. For example, in the soap opera, it would not be unusual to see one of the story lines follow a family having to deal with a domestic situation such as a member of the family having trouble with their boss at work. 

3) What is the difference between character representation in action movies and disaster movies?

In action movies, they are often depicted making decisions that could be seen as immoral. This is an example of Jack Bauer, who is a stereotypical 'lone wolf' action hero. However, his unconventional responses tend to enable him to get the job done. On the other hand, disaster movies such as independence Day(1996), usually often places the heroic role within a group of people.

4) What are the different ways films can be categorised according to Bordwell? 

• Period or country 
• Director/star 
• Technical
• Style 
• Series 
• Audience 

5) List three ways genre is used by audiences.

1. They use their prior knowledge of the genre to anticipate whether or not they are likely to enjoy a text. This helps when selecting a media text whether it is a lifestyle magazine, a film or a television programme. 

2. They are able to compare a text through its shared characteristics with another. If you try to describe a TV programme to someone who has not seen it, you are likely to define its genre and the clarify what the other text it is similar to.

3. In addition to this, the knowledge of the genre prepares us when we start to access a media text. Chandler states that genre' frames the reader's interpretation of a text. In other words, knowledge of a genre means we will have certain expectations of the text that we expect to be fulfilled.

 6) List three ways genre is used by institutions or producers.

a) Production

Genres are paradigms or templates media producers can follow. If a media producer wants to produce a new sit-com, there are certain 'rules' that must be followed. This actually makes life easier for writers and producers as they don't have to invent things from scratch. 

b) Attracting an audience

Some genres have loyal fan-bases. People will try out a new sit-com simply because its a new sit-com and this can help media producers minimise the potential for failure.

c)Marketing Texts

Good examples of this are film trailers which usually attempt to clearly define the genre of the film and then show as many of the codes and conventions in the trailer. This acts to attract fans of the genre and set up the expectations of the film.

7) What film genre is used as an example of how genres evolve? What films and conventions are mentioned?

• ·         Vampire movies
• ·         Psychological horrors
• ·         Gothic horrors
• ·         Ghost stories
• ·         The Teen Slasher
• ·         Haunted-house movies

    some iconographies that are mentioned are Crosses, holy water, graveyards and gothic mansions for the vampire sub-genre. 

Superheroes: A Genre Case Study 

1) List five films the factsheet discusses with regards to the Superhero genre  

•  The X men Franchise
•  The Avengers and its franchise including: Iron Man, Thor, Captain America, The Hulk
•   Spiderman
• Guardians of the Galax
•  Agents of Shiel

2) What examples are provided of how the Superhero genre has reflected the changing values, ideologies and world events of the last 70 years?

• Scott Pilgrim vs the world (Edgar Wright)
• The Avengers (Marvel)
• Superman(DC, Warner Brothers)
• Watchmen (Alan Moore)
• 300 (Frank Miller)

3) How can Schatz's theory of genre cycles be applied to the Superhero genre?

Innovation: The concept of heroes are introduced and the iconic symbolism is used in film, TV, and Radio.

Classical: Around the 1950's superhero media had conventions that were used repeatedly and recognisably

Parody: This is the point in which these conventions are ridiculed and parodied (e.g Superhero move (2008) Kick-Ass (2010 Megamind (2010)

Deconstruction: This is the point in a genres life cycle where you see the genre change. e.g while the very first Superman may have taken itself seriously with low-quality effects (obviously due to technology setbacks) New superhero films like The Avengers give the audience amazing effects and a serious tone with comedic aspects.

General

1) Why did you choose the film you are analysing?

The film i decided to pick was skyscraper since the genre is very predictable as it consists of many action codes. 

2) In what context did you encounter it?

IN Cinema 

3) What influence do you think this context might have had on your interpretation of the film?

 This movie had many positive reviews and was rated 8/10 on IMDB therefore, decided to choose this film.

4) To what genre did you initially assign the Film?
After watching the movie, i initially assigned the film to a action genre since it portrays many iconographies.
5) What is your experience of this genre?

i saw many amazing scenes for example a helicopter flying into a building. This created tension but also excitement in the movie. 

6) What subject matter and basic themes is the film concerned with?

7) How typical of the genre is this film in terms of content?
Skyscraper meets every aspect of an action genre movie as it consists of many iconographies and action codes which are typical in a action movie.

8) What expectations do you have about Film in this genre?
That the film will consist of many amazing scenes that will engage you in the story more. Scene that will intrigue the audience and leave them awestruck.  

9) Have you found any formal generic labels for this particular text (where)?
No

11) Which conventions of the genre do you recognize in the Film ?
The setting is fixed in one building that is completely destroyed. The use of one setting is the audience get attached to the setting creating vicarious pleasure for the audience.
12) To what extent does this film stretch the conventions of its genre?
The plot of the movie is very dramatic with intense action scenes which create tension. The characters are clearly shown which Prop character theory it represents
13) Where and why does the text depart from the conventions of the genre?
The story line is very original and the narrative is completely new to the new generation. 

 14) Which conventions seem more like those of a different genre (and which genre(s))?

At the beginning where the father is about to go work and says bye to his wife and kids. This scene seems more like a family drama than an action scene. 

15) What familiar motifs or images are used?
 The skyscraper which is on fire and people trapped inside the fire.

Mode of address

1) What sort of audience did you feel that the text was aimed at (and how typical was this of the genre)?
Ranging from 15+, 60% males and 40% Women since there's a lot of action. However there is a women who subverts female stereotypes.  

2) How does the text address you?
This movie is packed with action and has really good narrative which is original. 

3) What sort of person does it assume you are?
Talented , energetic and very aware of his/her surroundings

4) What assumptions seem to be made about your class, age, gender and ethnicity?
That the upper class have possession of alot of money or buildings and the classes below are fighting for their wealth. The young children show alot of heroic acts when trying to survive..
5) What interests does it assume you have?
Being the best my changing the world to be a better place for the citizens

Relationship to other texts

1) What intertextual references are there in the text you are analysing (and to what other texts)?
This movie is very unique and original that it doesn't show any references to any other movies.

Audience theory

Audience theory: blog tasks

Hypodermic needle model

1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?

 The article evidently shows that playing violent video games for 3 consecutive days increases aggression behaviour or develops short-term aggression. This links to the hypodermic needle model since it demonstrates that the media influences the ppl to do bad things 

2) How does coverage of the Talk Talk hacking case (see Daily Mail front page below) link to the hypodermic needle model? Why might someone criticise this front page?

This links to the hypodermic needle model since this 15 year old boy is addicted to videogames. This led to him doing illegal and criminal acts according to what the game GTA 5 has taught him. This reinforces the hypodermic needle model due to the violet act this boy has done. This evokes headlines in the news showcasing that the media influences you to do outrageous and criminal offenses. PPl will criticise this front page since this is not a surprise to the media due to the news having many scenarios like this therefore, ppl will agree that violent games d some sought of effect on a child's behaviour. 

 

Two-step flow model

1) Summarise the two-step flow model. In your opinion, is the two-step flow theory still relevant today?

 The two-step flow model instead suggests the audience are influenced by ‘opinion leaders’ in the media who mediate how the audience react to media texts. Many youtubers contribute to the two-step model since ppl who are subscribed to these youtubers, act in a similar way due to there aggrement to what there opinion is; this may be any statement in the news.

2) How does this YouTube blogger fit into the two-step flow model?
Totalbiscuit reinforces the two-step flow model since he creates podcasts relating to the news, random topics and real life situations. People may be influenced by this youtuber and start to commit bad things. People who are subscribed to him enjoy listening to what he says. If something is repeated constantly in your head, your more likely to remember and be influenced. This is also known as retention.

3) How this this Telegraph feature on Britain's most popular tweeters fit the two-step flow model? Do you think these accounts genuinely have an influence over their audience?
 In my opinion, i don't think this two-step model applies to this since the people will be getting influenced by the tweets on media,not by an actual person therefore, i think these popular tweeters reinforce the hypodermic needle model since the tweeters are apart of the media. Many people are convinced when it comes out from the person him self not behind tweets. 

4) Read this BBC profile of Jamal Edwards. How does Jamal Edwards link to the two-step flow model?
After reading BBC profile of jamal Edwards, i think he doesn't support the two-step flow model due to the genre of his rap music. There is so no personal identity or surveillance for the audience to learn from or be influenced by. Many people may disagree with my point and say he does support the two step model as he wants to deliver rap music, which has an impact on the audience and may change their mind on something. However, i believe his songs won't influence his audience to do bad things.

Uses and Gratifications theory

Diversion: Escape from everyday problems and routine. - Entertainment

Personal Relationships: Using the media for emotional and other interaction (E.g. developing affection for characters) 

Personal Identity: Finding ourselves reflected in the texts or learning behaviour and values from the media. - Reality TV

Surveillance: Information useful for living - Weather

Dependency theory

1) Do you agree that audiences have become dependent on the media? What evidence or examples can you provide to support your view?
I believe that the audience have become dependent on the media since many TV shows and movies and form emotions for the audience. Audience can reflect on an episode independently showing their personal thoughts and emotions on that specific media product. Using the uses and gratification theory, the tv show Waterloo road reinforces the theory as many students can have personal identity since the tv show is situated in a school. 

2) How has the growth of new and digital technology in the last 15 years changed people's dependency on the media? Is this a new problem?
15 years ago, many audiences relied on surveillance( information) this may happen to be the weather forecast etc etc. However, the growth of new and digital technology have enhanced peoples duration spent on the media suggesting these Uses and gratification could be the reason why. Diversion is new to the digital world since many media producers have created  TV shows where it makes you escape from reality. All these uses and gratification forces the audience to binge watch a TV programme.

3) Reflecting on your own media use, how does your media consumption impact on your emotions? Does the media have an overall positive or negative impact on your health and wellbeing? Why?
 Personally i am a very energetic person therefore, i'm always outside in the real world doing activities that will benefit my health. However, sometimes, only on cheat days, i rarely use the media when i don't have homework due which is never the case. 

October assessment - learner response

October assessment - learner response

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW:
You made a solid start and have clearly revised narrative theory. However, overall this is a real wake-up call regarding the step up to A level media as a Q2-4 offer very little. 

EBI:
-Written english is a problem:section of some of your answers simply don't make sense. I think handwriting is a factor here too - one to keep in mind for future assessments/exams
- Most worryingly for Q2-4 is you don't really offer answers to the questions. When you read the mark scheme and see AQA's suggested content you will hopefully see what i mean. 


2) Read the mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.
Q1- i have forgotten to include propps theory when analysing the poster.
Q2- I didn't mention the convention that i was giving an answer too.
Q3- Need to mention convention from the magazine. 
Q4- Need to completely understand what reception theory is and don't be misunderstood. 

4) Did you get any media terminology or theory wrong in the assessment? Make a note of it here for future revision, including theories/terminology that you could have used but didn't.

5) Identify your strongest question. Why did you do better on this question?

The first question since i revised narrative theory a lot and was comfortable explaining todorov's theory. Furthermore, i had a clear understanding of the GCSE theories needed for this question such as props theory. 

6) Identify your weakest question. Why did you score lower on this particular task?

Q4 was my weakest question since i was not sure or didn't completely understand what Reception theory was. This was due to lack of revision. 

7) Re-write your weakest answer 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.

Why is genre important for both media producers and audiences( 9 marks )

Genre is important for audiences as it creates certain audience pleasures such as a horror genre will generate visceral pleasure from all the tension built up in the intensive moments. Likewise with vicarious pleasure,  some audiences will gain an emotional attachment with the characters. This may be due to the certain genre that is being shown e.g. romance or tragedy. different genres communicate different meanings to the audience which further explains why audiences pick that specific movie to watch or promote.  Katz's and Bumbler's User Gratifications applies to genre since some genres deliver personal identity for example waterloo road. Water loo is set in a school; audiences can relate to that and exhibit similar thoughts towards that show.    

There are three main reasons why genre is important to producers, the first point is production. Genres are templates media producers follow. If a media producer wants to produce a new sit-com, there are certain 'rules' that must be followed. This actually makes life easier for writers and producers as they don't have to invent things from scratch.


8) Email your re-written answer (7) to the next person below you on the blog list. Ask them to provide a WWW/EBI response before next Friday and then include this underneath your answer on your blog. 

Psychographics

Psychographics: pair presentations

Who you are working with:
Seyda

The psychographic group you are researching:

Mainstream

Introduce your example couple that represents your group:

1) Make up their names:

The couples that will be representing our group will be named Myles and Katie

2) Where do they work/study?

Myles works at KFC which is a mass market company that focuses on family needs. KFC is well branded offering food that will target family consumers. 

Whereas, Katie is a pop artist since many main-steamers listen to pop music. Trending artists like Katie appeal to this pschographic because they prefer to follow trends and be conventional people.

3) What do they do in their spare time?

Myles reads the news about business and watches Netflix during his free time.
Goes to the cinema more often than Katie.

Katie listens to the radio and writes pop songs when she has a lot of spare time. Also, is mostly out doing shopping for new fashion trends.

Now suggest their media consumption:

Print: What newspapers/magazines does your group read (if any)? Is this on paper or tablet? 

Mainstreamers  normally read the Sun on newspapers.
They also read Glamour and GQ to stay updated on the new fashion trends for woman and men. This is mostly read of magazines.


Broadcast: What TV programmes/channels do your group watch? Radio stations? TV package – Freeview or Sky? Films?

• Mainatreamers enjoy watching sky sports and mostly spend their time on tv Shows on Netflix such as Riverdale.
• ITV
• BBC 1

Online: What technology do they own? What websites do they visit (if any)? What social media do they use?

• Mainstreamers are always active on social media therefore will definitely have adopted many devices such as phones, Mac's and tablet etc
• Microsoft will be continuously used by main streamers as well as Facebook. 
• Many Mainstreamers are looking to start a business therefore will be using the website called wix.