Stephen Neale- Genre Theorist

• Steve Neale is a British genre theorist and analytic philosopher who was born on 9th January 1958 in England. 
• He came up with the 'Repetition & Difference' theory  which suggests that the key to having a successful film takes two key aspects. Firstly, it must repeat all the key aspects of the genre that it is aiming to fit into, and secondly it must have a unique twist to its film to create a difference for the audience to create an excitement around it.

Media Framework: Audience (Gillette)

Intro to audience from Great Baddow High School Media

What is an audience?
An audience is a group of listeners, readers and spectators at a public even such as a concert or a play.

Intro To Audience 
Moral Panics: A theory suggested by Stanley Cohen a media theorist who published his book the 'Folk Devils and Moral Panics' in 1972. His theory stated that "condition, episode, person or group are defined as a threat to societal values and interests". He said that the media play a massive role in enforcing moral panics at all times. He also suggested that the media overreact an aspect of radical behaviour that is against the norm however they portray it as a model for people to follow.

Hypodermic needle theory:  Is the theory that suggests that mass media has a direct and powerful effect on its audience. It was a very prominent theory in the 1940s & 1950s which saw a strong influence on behavioural change. It says the media can directly 'shoot' or 'inject' the audience with appropriate messages designed to trigger a response.

Media Effects Theory: is the idea the media plant ideas in the audience's head directly and was suggested by theorist Albert Bandura. He thought that audiences gain their attitudes, responses and conduct themselves based on what they see in the media.

Gillette Advert Analysis
This advert is very stereotypical of what is expected of a man in the 1980s and it suggests that every man that uses Gillette will gain all these stereotypical needed qualities. Firstly, it suggests that  by using a Gillette razor you will marry the stereo typically perfect girl. The framework at the start of the advert shows the image of three best friends in tuxedos, which once again shows that by using a Gillette razor you will be fully successful and happy due to the denotation of an expensive suit.  It also plays an upbeat soundtrack throughout the advertisement which represents the perfect life you expect to lead using this razor which highlights the reception theory which is being portrayed. The song lyrics say "make the most of who you are" when showing a sequence of the actor as a businessman, athlete aswell as being a great father, which could have connotations of not just benefiting you personally but by buying the rasor you are benefiting the whole family.

Analysing Images- Mise-En-Scene

Mise en-scene from Great Baddow High School Media

Setting & Props Task

1.  Lab coats, bio hazard containers, lasers, capes, space, evil headquarters and space shuttles.
2. Rose, wedding ring, chocolate, bed, restaurant, Eiffel tower, sunset and champagne.
3. Masks, clowns, jack in the box, rag doll, haunted house, raining and midnight.

Facial Expressions & Body Language

1. The first image suggests that the characters are faced with a problem that requires overcoming and has caused confusion.
2.  Image 2 suggests that the characters have just been through a traumatic event leaving them feeling shocked.
3. Image 3 suggests that something has gone wrong for the solders leaving their superior in a very angry frame of mind.

Positioning of characters & objects within the frame

1. As the characters are sat at opposite sides of the sofa it would suggest that there is tension between characters and that the film will entail the couple trying to resolve their issues.
2. The positioning of the ax in the middle of the frame suggests the whole film will resolve around violence and weapons.
3. The characters in this frame are positioned in a powerful way with weapons and they are covering pretty much the whole shot. This suggests they are going to be the main characters and are able to combat anything thrown at them.
4. The positioning of the character in the centre of the frame in the middle of an army suggests that it is they who will be largely responsible for the battling in this film

Lighting and Colour

A. High key lighting- extra filler lights used in order to allow the audience to focus on the knife being placed on the characters neck.

B. Low key lighting- contrast between spotlight on the prisoner and the rest of the prison cell has been used in order to show the audience that the character is under pressure.

C. High key Lighting- Extra lights have been used to enhance the blue and green colours that are prominent in this scene which creates an innocent relaxed atmosphere. 

D. Low key lighting- the use of the lack of lighting here in order to create a silhouette at the forefront of the scene creates the fear of unknown within the viewer. 

E. Low key lighting- The contrast between the darkness in background and light in foreground creates a focus on the characters.

F. High Key lighting- The high key lighting in this scene allows us to see the exact emotions of the characters and portrays the tension between the two characters.

Types of Lighting

1. Uses low key lighting with the key light of the lamp in the centre of the scene this creates an eery atmosphere within the scene and focuses on the character with the facial injuries.
2. This scene uses low key lighting with two back lights in order to create a shadow effect on the character this creates a mysterious atmosphere.
3. This scene also uses low key lighting with the main lighting coming from a back light behind the woman which creates a focus on her.
4. This scene uses a stark contrast between the grey background and the bright red heart. This creates a romantic atmosphere as the scene is focused on the heat rather than the dull surroundings.

Premier Practice Footage

What went well?

• I think that my footage matched the tempo and atmosphere of the music that i used.
• I also think that my cross fading of both video and audio was very effective and was the right length.
• I also think that when changing from the dancing animals to James Bond, the cutting of music to gunshots was very effective before continuing with 'We Know Something'

What Effects and transitions were used?

• Exponential fade
• Center split
• Slide
• Swap
• Swirl
• Broadcast colors
• Camera blur
• Unsharp mask

Even Better If

• I think i could've explored some different audio files to try and create a greater mix throughout my music video.
• I also think i should have split up some of the break dancing scenes as they became to prolonged and therefore ineffective.
• Finally I could have investigated some audio effects and not just the transition of the exponential fade.

Reversa Brandy advert Semiotic analysis

Examples of semiotics in advertising

Denotations

• 2 brandy glasses
• Full bottle
• Fireplace
• Set of shark teeth
• Pan/boat with bite mark
• Large round table
• Up-market house
• Lots of labels around mantelpiece
• Regal
• Globes 

Connotations

• Warm and cozy atmosphere
• Welcoming 
• Suggesting Brandy is something you sure
• Contrasts to harsh exhibits
• Way of relaxing
• Home of an explorer
• Explore new tastes?
• Label on bottle very prominent

Theory

Stanley Cohen- Moral Panics: A theory suggested by Stanley Cohen a media theorist who published his book the 'Folk Devils and Moral Panics' in 1972. His theory stated that "condition, episode, person or group are defined as a threat to societal values and interests". He said that the media play a massive role in enforcing moral panics at all times. He also suggested that the media overreact an aspect of radical behaviour that is against the norm however they portray it as a model for people to follow.

Hypodermic needle theory:  Is the theory that suggests that mass media has a direct and powerful effect on its audience. It was a very prominent theory in the 1940s & 1950s which saw a strong influence on behavioural change. It says the media can directly 'shoot' or 'inject' the audience with appropriate messages designed to trigger a response.

Albert Bandura- Media Effects Theory: is the idea the media plant ideas in the audience's head directly and was suggested by theorist Albert Bandura. He thought that audiences gain their attitudes, responses and conduct themselves based on what they see in the media.

George Gerbner- Cultivation theory: is the theory that the more time audiences spend viewing television the more likely they are to believe and accept that the messages they are promoting are true. Heavy viewers are more subset-able to violence and aggression and are therefore are affected by the mean world syndrome (the belief that the world is far worse and more dangerous place than it actually is).

Stuart Hall- Reception theory: is the theory that media texts are coded with messages that can be understood in different ways by the audience who must decode them. Preferred reading is when the text is read in the way the producer intended it to meaning the audience agrees with their ideas. Negotiated reading is the compromise between dominant and oppositional where the audience accepts the ideas but has their on opinion on the text swell causing them to neither agree or disagree. Oppositional reading is where the audience rejects the producers ideas and creates their own opinion usually opposite to what the producer had causing the audience to completely reject the producers intended message.

Roland Barthes- Semiotics theory:  is the theory that the audience looks for signs to help them interpret the story line of the media and these signs are based on expectations the audience has due to previous knowledge/ stereotypes.

Axwell / Ingrosso Ultra 2017

Horror Genre

Describe
In detail
Setting
Themes
Icons
Narrative
Characters
Textual analysis













We decided to choose a narrow dark corridor as our setting for our horror photo because we felt it gave the audience a feeling of having no way out. It also was very narrow which could make the audience feel uncomfortable and claustrophobic. We chose to focus the camera on the foreground of the scene as we felt it added to the effect of the corridor getting more and more narrow. Furthermore, the positioning of the paint on the right hand side could be edited into a red colour in order to make it look like the iconic of blood running down the wall. We decided to use the ghost mask coupled with the black clothing to create a focus on the characters creepy face rather than their attention being drawn to any other costume choices. Also positioning the character at the back of the scene created a sense of always having the ghost in the back of your mind which could create a horrific feeling.

9 Forms of Media

Media Summer Work

Media Summer Work

Media Summer Work

Media Transition work

 The director has used a variety of techniques in order to present the film to a wide target audience. Firstly the use of colour is used to portray and emphasise the fact that Princess Diana as the protagonist of the film. The director has achieved this buy using low level in the background and areas surrounding wonder woman. This is shown towards the end of the trailer when the director uses a wide shot with a dull blurry background with all the focus on wonder woman who is depicted in her gleaming outfit. This will appeal to the superhero audience as they see her as being able to conquer all the dull bad times the enemies may throw at her.

The director also uses sustained periods of loud music woven in with periods of silence, this creates a build-up in tension within the audience. This portrays to the audience that the film will have a sustained build up to a large climatic battle at the end of the film. This helps the film appeal to the action and adventure target audience who enjoy fast paced battles.   

The trailer starts with the focus on Princess Diana as a young child which adds another dimension to the plot line. By focusing on her background it appeals to another side of the audience who are interested in the morals behind the action. Therefore by using this the director has ensured the audience know there is a balance between action and understanding of the storyline.

Another point to add is that the male’s use of dialogue in the trailer helps the audience to understand the strong presence that wonder woman has. The use of the stutter he has when explaining her characteristics show how powerful she is. This coupled with the simultaneous slow motion presentation of wonder woman causing havoc portrays to the audience how exciting the film will be which will make the audience want to go and see it. 

Media Institutions

1.     The ‘big six’ are the 6 media companies who own 90% of the media in America with the total value of $430 billion.

Ø National Amusement (including- CBS, comedy central and paramount). In January 2017 National Amusement announced a multi-year agreement with Coca-Cola to be its soft drink partner in all of its U.S theatres.

Ø Disney (including- pictures, studio, parks and television, ABC and pixar). On 17^th March 2017 Disney released Beauty and the Beast starring Emma Watson and Dan Stevens. It had a budget of $160 million and mad $1.246 billion at the box office.

Ø TimeWarner (including- Boomerang, Cartoon Network, CNN, TCM, WarnerBros and HBO). On 15^th May 2017 WarnerBros released the film WonderWoman starring Gal Gadot and Chris Pine. It had a budget of $149 million and made $807 million at the box office.

Ø Comcast (including- CNBC, DreamWorks, Focus features, Bravo and illumination). On 1^st April 2017 DreamWorks released the animated film The Boss Baby starring Alec Balding and directed by Tom McGrath. It had a budget of $125 million and made $498.8 million at the box office.

Ø NewsCorp (including- FOX, 20^th Century Fox, National Geographic, itv and FOX sports).  On 1^st March 2017 20^th Century Fox released the film Logan starring Hugh Jackman and Patrick Stewart and directed by James Mangold. It had a budget of $97 million and made $616.2 million at the box office.

Ø SONY (including- 2waytraffic, ANIMAX, crackle, movies4men, scuzz, flava and TRUE channels)