Media Language: the way in which the meaning of a media text is conveyed to the audience.
Conventions: the commonly accepted meaning created by codes
Media codes: Technical, written and symbolic tools used to construct or suggest meaning in media forms and products
Media has messsage
media producers encode the text with meaning
audience decodes the text for the meaning
Media products: images, words, and sounds *usage depends on platform
Mise-en-scene:
-set design
-props
-staging + composition
- costume
- acting
Camera:
+Camera shot
- Establihing shot
- Extreme long shot
- Long/Wide shot
- Full shot
-Medium
-Medium close up
-close up
-Extreme close up
+ camera angles
- overshot
- high angle
- eye-level
- low angle
- undershot
- POV
+Movement
- Tracking (parallel w/ camera movement)
- Pan (paralell follows subject)
- Tilt (up and down)
- Crane (up and down w/ camera movement)
- Dolly (camera moves closer)
- Zoom
- Reverse zoom
Sound
- Diegetic: character hears it
- Non-Diegetic: character does not hear it
- ambient
- sound effect
- dialogue
Editing
- cut
- Cross-cutting (so it looks like 2 storyline)
- Dissolve
- Reverse shot
- Flashback
- Fade
HYPODERMIC NEEDLE THEORY: A model of communication suggesting that an intended message is directly and accepted by the receiver (passive audience)
Example: War of the Worlds
Desensitation: When people are getting used to something that it no longer (or reduces) effects them.
Example: Jumpscares in conjuring series, i no longer jump or feel my heart race, its just there
PASSIVE V ACTIVE AUDIENCE
Passive: takes information as it is
Active: engages with the information, challenging or supporting it.
ACTIVE AUDIENCE READS IN 3 WAYS:
Preffered reading: Decodes text as producer intended
Negotiated reading: Understands meaning and connotations of text
Opposotional reading: Audience rejects the meaning
USES AND GRATIFICATION THEORIES
We are actively using media to satisfy our base social needs
Base Needs:
Diversion: A form escapism from everyday life and stress
Personal Identity: Media supplies us with role models
Social relations: Personal connection with performers/ talking about media with friends
Surveillance: to catch up with news etc.
Social relation: to develop connection with characters and to have something to talk to with friends/strangers
HOW MEDIA TARGETS AN AUDIENCE
Demographics:
-Age
-Gender
-Social Class
-Ethnicity/race
-Income
-Location
-Political Leanings
-Star Appeal
Psychographics:
-Personality
-Behaviour
-Values
-Interests
-Spending Habits
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