Texual analysis for 2 texts: Regency house party (text 1) and SAS: are you tough enough? (text 2)


Text 1 and text to both belong to the same genre of reality television. The function of reality television is to provide the audience with reality as it happens shown on television.

Both texts show reality television in different forms. Text 1 which is regency house party; a period drama lives in the nostalgic memory of the time in which Jane Austin lived in having the elements of intertexuality making it a post modern text whereas text 2, SAS: are you tough enough takes a different approach in presenting reality. This text could be seen as a propaganda text in which they persuade the audience to join the army. The hypodermic needle model is reinforced as passive audiences are injected with ideologies about the army.

On the other hand, the uses and gratifications theory could be applied as they audience could be shown in an active role where they pick the text they consumes and both these texts provide different elements to other reality television texts but also provides the audience with escapist entertainment.

The entertainment for women would be that a couple of women are shown in the army, a stereotypical place associated with the male gender challenging patriarchy. The reason for this could be is due to feminism that arose during the 70’s in which women fought for equally and this text clearly shows them in an active role subverting these stereotypes. However, text 1, regency house party reinforces these stereotypes as women are shown in stereotypical roles of house keeping and passive nonetheless, this stereotype reflects the zeitgeist of that era.

These stereotypes are reinforced in text 2 as the main gender shown in this reality television is the male gander. This suggests that the contemporary society is still patriarchal making women subordinate to men. The use of phallic objects in both texts suggests that Mulvey’s theory is reinforced for men as well as women.

The audience are made to identify with the characters in both reality shows through iconography, part of the repertoire of elements suggested by Steve Neale. The use of high angle shots make the audience sympathise with the tortured army members giving authority to the main person supervising them.

Additionally, the pleasure it provides the is intellectual pleasures as understanding the texts background such as for text 1, having knowledge of the time in which Jane Austin lives and for text 2, knowing what the army is and what they do. The contradicting colours also help reinforce this intellect ability as text 1 has a dark, dreamy colours reflecting the past and texts 2 has bright colours to reflect the atmosphere in that texts creating identification and so audiences do not feel alienated.

The use of hand held cameras used in texts 2 in absent in text 2. The use of hand held camerawork could signify realism, this being an important aspect as this text is meant to present reality and so this will benefit the representation of what is being shown to be true and accurate. On the other hand, reality television is never as accurate and a fair representation it is made out to be. The version is mediated and constructed to form into reality so therefore it is a re-presentation of the truth.

The contrast of broadcasters means that these texts are aimed as different however mainstream audiences as these two channels are the most popular out of the 5 terrestrial channels. BBC is a public service broadcaster with a remit of educating, informing and entertaining the audience and is successful in doing this however the channel 4, also public service broadcasters aims to inform audience on different matters to the BBC. Text 2 is from the BBC and this texts informs the audiences of the atmosphere surrounding army life but also provided entertainment as watching reality in terms of men being as equal to women because males are shown crying, something males deny presented reality to the audiences. The use of personalisation also creates identification for texts 2 which is absent in text 1.

In conclusion, the use of non diagetic music is important in creating the scenes along with the establishing shot and reflecting the themes both texts try to get across to the audience such as the calm classic music for text 1 as it reflects zeitgeist and the heave drums in texts to.

Analysis of 2 texts

Text 1: Friends
Text 2 Hope and Faith

The functions of both these texts are that they provide the audiences with entertainment.

The first text is Friends. This is a sitcom as is Hope and Faith however they the lifestyle they live in are different to each other. The narrative for Hope and Faith is family life and what they get up to however, for Friends; the main focus is on friendship amongst a group of friends. This will attract similar audiences as they like to see images of happiness, in particular it will attract a mainstream audience and the certain of group of preferred target audience will be as aspirers according to the psychographic profiling. This is because they will want to aspire to the characters and the life they live in as everyone likes happiness.

Some of the characters will attract different audiences such as hope and faith will attract family/teenager audience whereas Friends will attract a more working class audience and teenagers. This is because the teenagers will be able to identify with the characters such as in hope and faith. This sitcom will also appeal to audiences who aspire to characters. An example is Rachel who is pretty and has a good job at Ralph Lauren, a successful designer institution appealing to teenagers to want to become like her character.

The similarity for these two sitcoms is that they have used the stereotype of the blond ‘bimbo’. An example is when Rachel sister is introduced, who was represented as a bimbo; a stereotype. This was then used in hope and faith, faith being represented as the blond bimbo. The reason this stereotype is reinforced is because it creates identification with the audience. The audience like seeing these stereotype and they also create humour to keep the audiences entertained. This makes the two sitcoms successful apart from them being another American sitcom.

Both texts also reinforce stereotypes of women. Hope is represented as a housewife, a role they were labelled as before the first wave feminism. Feminism is when fought for equality. In addition, another stereotype is reinforced with Monica. She is represented as the super clean freak that is very tidy and like things perfect and new. This is a stereotype of woman cleaning. The males are also stereotyped such as Ross having a job as a palaeontologist. Having stereotypes help the audience identify with the sitcom and don’t feel alienated. It also helps them understand as they are presented on a daily basis, audiences feel comfortable with what is being shown even though it is mediated. There is also a himbo; male version of the bimbo however he is not blond challenging the blond hair colour stereotype.

The genre of both the sitcoms is a comedy. Comedies attract a mainstream audience because they feel entertained and the visceral pleasures such as laughter are provided. The sitcoms provide escapist entertainment, which is part of the uses and gratifications theory. This is because the spectators are given the sitcom that is different to the soaps and other programmes because it follows a narrative and both these sitcoms have key locations that make it recognisable and part of the sitcom that when they hear it, the audience can automatically identify the sitcom as Hope and Faith or Friends. An example is the café at central perk in Friends or Hope’s house in Hope and Faith.

In addition, Friends challenges patriarchy because there are equal number of friends in the group with three females and three males reflecting equality in the society between males and females. On the other hand, Hope and Faith is different. This sitcom reinforces patriarchy because the husband is working and bringing in the money whereas the mother is the housewife. This means that they are still living in a patriarchal society where women are subordinate to men.

In conclusion, these two films both has similarities and differences and attract different audiences however the genre is the same for both the genres.

Friends title sequence

Media language

Shows that location of where the sitcom is set-New York

The lyrics reinforce friendship and support from others when they need it. Not lonely, feeling loved and united as a family.

Showing clips of episodes that will attract a mainstream audience to watch the sitcom.

All smiling representing happiness most of the time and when they are feeling down they will not be alone, a comforting factor that will attract audience as they hate conflict.

Institution

Bright/Kauffman/Crane Productions in association with Warner Bros. Television. Warner bros is a globalised institution that will be known anywhere around the world. It is well known as a result providing positive advertisement for friends attracting a larger audience.

Genre

The genre of the title sequence is an American sitcom
In particular it has elements of comedy, romance and drama.

Representation

Each character has their own qualities such as Monica (Cox) is the neat freak who likes things clean and tidy
Rachel (Aniston) is the bimbo
Phoebe is the funny, laughable character
Joey is the himbo, a male version of the bimbo
Chandler is the comedian
And Ross is the geek who likes dinosaurs.

Audience

The target audience for this sitcom is teenagers and provide escapism for the audience.

Ideology and values

The title sequence is not male dominated, 3 males and 3 females reflecting equality. Challeges patriachy as women as shown in equal positions as males in te sitcoms.

Narrative

The narrative will focus around the characters that are showing the title sequence.

Wider context

The equality of males and females is being presented such as 3 male protagonists and 3 female protagonists. This could be because of the effect and success of feminism.

Audience profiling

The sitcom was attracting aspirers because of some of the aspects that are mentioned. An example is Rachel, who may promote fashion amongst female audiences. They will aspire to be like her and even own similar clothes to her and may be seen as a role model. Also, she works in Ralph Lauren and so aspirers would want to follow then lifestyle.

Globalisation

Friends were produced by Warner bros. This institution is a globally successful institution and so would attract a mainstream audience.

Hope and faith

Media language

Family environment attracting a family audience.

The mention of sisters in the theme song given audience the idea of the characters that are involved in the sitcom.

In the title sequence of Hope and Faith, clips from the sitcom are shown to engage the audience and persuade them into watching it.

Institution

This is an American sitcom like many other sitcoms.

It is aired on ABC channels, this being an American channel.

Genre

The genre of this sitcom is a comedy.


Representation

There are two sisters who live together. The younger sister could be represented as a bimbo. This is a stereotype because she has blond hair that is associated with bimbos.

Hope is the stereotypical housewife who looks after the children and her sister and cooks, cleans and does the shopping.

Her husband in the breadwinner and does the job to bring in money.

Her sister is the fun, wild child who gets her sister into trouble and enjoys doing something wild and crazy.

Audience

The types of audience this sitcom will attract are teenagers as there are teenagers in the sitcom who get into trouble. This will create identification with the teenagers and the characters.

They other audiences will be a family audience. This is because the sitcom is focused on family audiences and so it creates family atmosphere.

Ideology and values

The sitcom reinforces patriarchy because the husband is working and bringing in the money whereas the mother is the housewife. This means that they are still living in a patriarchal society where women are subordinate to men.

Narrative

The narrative of the sitcom is based on the two sisters and how they can’t imagine their life without each other.

Med 6 Revision

Scream

http://www.youtube.com/watch?v=UTWf9QGdJCQ

Media language

Loud music with high beats-creates suspense for the audience keeping them entertained in the film.

Phones ringing is shown-a convention of a slasher film by the killer ringing the victims before he kills them.

Scream mask is shown on the window as a reflection but not the actual face creating suspense.

The protagonist is shown alone-vulnerable and looks like she is worried making the audience sympathise with her.

Close up of top story written in red- red connoting blood.

Authority figures is shown carrying a gun- this could be seen as a phallic object, theory by Laura Mulvey.

While she is on the phone to the killer, she is mentioning the main plots of the horror genre such as big breasted person getting killed and while she is saying this clips of her friends are shown reflecting what she is saying.

Character talks about the rules of a horror and in the background there is a horror movie being shown with a phallic object of a knife.

Eerie music is being played parallel to what is being shown to vreat enigma and suspence.


Institution

The institution for scream is the same institution for scary movie. =dimension films

Genre

Horror
Slasher
Thriller


Representation

First victim is a blond female- represented as a bimbo as she has the correct characteristics.

The top story on the jacket could be connoted as a major story, exclusive and keeping audience engaged as they might want to find out what the story is.

Protagonist is outlining the main plots of a slasher/horror film and images of her finds come up reflecting what she is saying.

Audience

Appeal to teenagers who like horror/slashers films
Who are fans of the actors in the film

Ideology and values

Patriarchy because phallic objects are used to kill the victims, a substitute of a penis. This providing pleasure for the killer and visceral pleasure for the audience.

Feminism-she is fighting the killer alone and with no weapon, has courage and strength to beat the killer.

Narrative

Intertexuality because it makes reference to scary movies and this is a scary movie itself being mentioned.

The voice over is narrated by a male to create a understanding for the audience and so they don’t feel alienated when they watch the film.

Scary movie

http://www.youtube.com/watch?v=wwES8yUgAls

Media language

A blue tint to represent the past used with slow motion as the start so the audience can get used to the film.

Flashed are used from scene to another

Towards the end they use flash to dark repeatedly, this effect is like blinking and the character is saying I see dead people, this being like they are watching a film

During this same part of the trailer the sound of the heart beat is heard, this sound iconography is the visceral pleasures the audience get when watching a horror/slasher film.

Institution

Dimension films
Hollywood

Genre

It is a parody of many other films such as I know what you did last summer to mocks it to create humour. Scary movie be categorised in the genre of comedy.

Representation

Objectification of the victim-women as she is in a bra and getting soaked in water= reinforces the male gaze, theorised by Laura Mulvey.

The police are shown in the film so authority figures are present.

Audience

Teenagers are the target audience.

Ideology and values

Reinforced patriarchy as the killer uses a phallic object to penetrate the victim’s bodies. =uses it has a weapon.

A male vice narrates the film in a voice over instead of a women reinforcing patriarchy.

Narrative

Tells the audience the rules of a horror/slasher genre so they understand the film better. = this is intertexuality from scream as the funny character is re telling the rules.

Also makes reference to scream with the funny masks and the phone calls and the fake voice to scare the audience.

Similarities

Ø These tests both belong to the same genre and assumes an active audience who get to decide themselves what they want to watch and different people have different reasons for viewing this text such as for pleasure. These two texts both follow is the uses and gratifications theory.
Ø Both tests make use of intertexuality such as in scream, the film Halloween is shown and in scary movie, uses ideas from other slasher texts to create humour out of them for the audiences.
Ø Both texts provide the audience with visceral pleasure such as in scream they have the rapid heartbeat when something is about to happen and in scary movie as visceral pleasure such as laughter due to the spoof.
Ø Both use the repetition of rules to tell the audience what is a convention of a slasher film so they don’t feel alienated when they watch the film.
Ø Both of the films include teenagers as the target audience; this could be because teenagers can identify with them as they are themselves teenagers in the films.
Ø Both films make the use of having parties and a perfect location for the killer to come and kill the intended victims that pass their way.
Ø Both films have similar iconography such as the cream mask, the fake voice, the Halloween outfit and the knife seen as a phallic object.
Ø Both the films are post-modern texts.

Differences

Ø Scary movie is a parody of scream and some other horror films and not really a horror film but a hybrid.
Ø The visceral pleasures of scary movie are different to scream. For scary movie the main visceral pleasure is laughter as it is a comedy as well however the visceral pleasure for scream is to scare the audience and create enigma in which they start feeling tense and have rapid heartbeats.
Ø The main character in this film is shown as dopey and a bimbo whereas Neve Campbell is not dominant and independent.
Ø The killer in scary movie is not shown as scary as in scream and is seen shown in parts where he is doing what other teenagers are doing. This creates identification with the killer.

News values

Shows 'encourage teen drinking'
http://news.bbc.co.uk/1/hi/health/6434225.stm

Meaningfulness: This article mentions how teenagers are drinking more due to what they see on television. This article is meaningful as there are increased numbers of teenagers drinking now and getting them hurt. The consequences are not shown and as a result teenagers are not really shown the bad side to drinking.

Negativity: This article is ad news as the audience are told that shows on television will have a affect on teenagers drinking however it is good news in terms of it being reported so something can be done.

Europe agrees to embrace nuclear option in battle to save planet
http://www.timesonline.co.uk/tol/news/world/europe/article1495115.ece

Reference to elite nations: Countries part of the EU are linked to this article. The nations are working together to save planet from global warming. At the moment things such as coal is used for power releasing gases into atmosphere and now Europe has agreed to help reduce global warming.

Meaningfulness: This article would be very meaningful to reformers who are eco-friendly. However other people who worry about global warming would find this article meaningful to them.

Frequency: This article will be likely to be in the news for a while and will more likely to come up again in the summer as this will be the time where they will no how the weather is getting warmer.

Patients with learning problems left to die
http://society.guardian.co.uk/socialcare/news/0,,2031875,00.html

Continuity: This will probably be in the news for a while as people are being neglected and these needs to be sorted out.

Meaningful: As this is on the NHS, a service used by everyone, it is a important article for them, especially parents will children who have learning difficulties.

Negativity: This is a article outlining the bad things on the NHS however it is informing the public on this.


EXLUSIVE: JADE “LIED” OVER POLICE QUIZ
http://www.mirror.co.uk/showbiz/tm_headline=exclusive%2D-jade-%2Dlied%2D-over-police-quiz%26method=full%26objectid=18739917%26siteid=89520-name_page.html

Continuity: This article is likely to be covered for a while after the big brother racism row; it has been covered for a long time. This will continue in the news until the matter is sorted and as she lied, this will continue to be published.

Meaningfulness: AS this article is on racism, it is important as nobody would like to live in a racist society but be equal. This is the reason why it has been over the news since the incident and is continuing.

Reference to elite persons: Jade goody is known as a celebrity to an extent as this article focuses on her and her wrong doings.

Personalisation: What jade Goody did was brought on herself. She started the arguments that led to her getting viewed as a racist.


Cowell’s a liar and coward
http://www.newsoftheworld.co.uk/story_pages/showbiz/showbiz4.shtml

Continuity: More likely to be in the newspapers for a while.

Reference to elite persons: Article on ex X factors judge, Louis Walsh and Simon Cowell.

Postmodernism

Postmodernism is difficult to define because it is intended as a rejection of conventional reality and conventional forms. It refers to ideas after modernism. It rejects the boundaries of between high and low forms of art and favours self-consciousness.

5 key points that identify a postmodernist text:

Ø Intertextuality- This is the way that one text may make use of a different text, in order to add a further layer of meaning. An example is Spiderman.

Ø Bricolage- This is when something is made or put together using whatever materials that happen to be available. An example is a reality show which is a combination of game show and documentary..

Ø ‘Hyperreality’- This was said by Baudrillard. He said that a post-modern society is comprised of *simulacra, not originals. Examples of ‘hyperreality’ are a sports drink of a flavour that doesn’t exist (wild ice zest berry), gulf war or computer games.

Ø Metanarrative- This was argued by Lyotard that society maintains stability through metanarratives.The prefix meta means "beyond" and is here used to mean "about", and a narrative is a story. Therefore, a metanarrative is a story about a story, encompassing and explaining other 'little stories' within totalizing schemas.

Ø Capitalism- Jameson identified the stages of capitalism which have led to the development of the postmodern culture and society. His focus was on the commodification of culture as economic pressures begin to shape culture.

*Simulacra= image or representation

Practice timed essay...

The function of this film poster is to entertain the audience providing pleasure to the audience. A film poster is used to inform the audience of the film so they are aware of it.

The film poster is very plain as it only has 1 dominant image in the centre of the page. The colour used on the name of the film is a dull grey colour. This could represent that the film has sadness. The main colour and the colour used for the background is a creamy white. This colour can represent pure and could represent endless. We can see nothing else in the picture, which could me a sigh of confusion in the film either for the characters or enigma for the audience. Enigma is a theory of Bathes and enigmas are useful in a film to keep the audience entertained and pleasure so they don’t get bored.

The main image is of the protagonist, a teenage girl. This as a result will result in teenage girls being the primary target audience as they will be able to relate to her resulting in identification. The secondary audience of this film are people who are interested in the genre of the film that involves enigmas. This means that the film poster will persuade a mainstream audience as it is a popular genre.

The girl, herself can give confused messages. This is because she is dressed in red riding hood clothes. This means that she innocent and is standing in a large object maybe used to kill people. This takes away her innocence as it means she is either involved or is a victim, this making the audience sympathise with her. On the other hand, she wearing red, this is a connotation of danger. It colour mean that she’s in danger or is a warning. This will persuade the audience into watching the film as a result the function of the poster fulfilled to gain an understanding of what happens and solves the enigmas.
At the top there are quotes from newspapers on the film. It says that’s it ‘…terrifying…’. This gives the audience the guessed genre of the film, which can be narrowed down to horror and thriller as the main genre. These quotes also persuade the audience to watch the film as its getting positive opinions on the film.

The objects at the bottom can be represented as a tool for killing as a result the audience will be able to tell that the main plot is focused around a murder or similar.

In conclusion, the film poster has many features that enable the audience to realise aspects of the film just by looking at the poster. Examples are the genre of target audience. It also allows the audience to make judgements and persuaded them to watch the film in order to resolve the resolutions.

Timed exam practice...

The purpose of this text is to inform the audience about the world and what is going on it society and in the news however also provides entertainment to the audience through the sports and music pages.

The sun is the most popular British newspaper as a result appeals to a mainstream audience. The sun is a tabloid newspaper and we can tell this because of the size, this means that the audience it seeks to gain is a middle class younger audience. The layout suggests that it is full of information from different areas for different audiences. The first thing we as an audience are drawn to see if the article title ‘tango’d’. This headline has an essence of humour in it to entertain the audience however inform the audience of the news being presented. The font of the headline catches the eye of the reader and as it’s written in bold can connote the importance of the article. This is the main focus and the article on the front page needs to attract the readers attention in order of selling the newspaper so using this font persuades the reader to read the article written in this paper with the help of humour.

The masthead is in a bold however easy font in a white colour over a red background. This brings out the white better and makes it stand out more in order of gaining more readers to purchase the newspaper rather than others. The name itself is not long and easy to remember as a result people are more likely to remember the newspaper more than others. The red background overlaps the black background for the primary image. The black background makes the medium close-up image of Natalie Portman look dominant and as a result advertise the celebrity as well as star wars itself to gain more publicity. This creates a whole new audience for the newspaper, the fans of star wars or Natalie Portman herself benefiting the sun newspaper. Natalie Portman is shown with a smile on her face looking directly towards the readers. This engages the audience to read the newspaper and as she has a smile on her face it gives a warm welcome and giving readers something enjoyable to read offering readers entertainment. This black background also benefits the masthead as its placed behind a red background and the black being the stronger colour as a result the masthead is more clearly seen and would attract more readers due to this.

At the bottom of the newspaper, there is a pug/earpiece. This offer is on a trip to France for only a £1. To attract a high audience, the colour scheme of the writing is in the same colours used on the flag of France. This makes the offer more realistic and gives the audience the sense of France. The positioning of the offer is directly below the main headline on the front page. This will gain more attention as when people look towards the headline; they are likely to notice the offer. Only three words are used as a result this is easier to understand and easier to take in.

The website of the newspaper is given below the masthead. This gives the audience the chance to read and access the newspaper from the internet, allow the audience to leave comments as a result interaction is given to the readers, this makes them feel welcomed.

The colours used are bright/bold colours such as red; black and blue that makes the newspaper stand out, making it easily noticeable from other newspapers. The articles are of different genres on the front page as a result it means that there is a choice in order of individual’s preferences. There is an article of sports, entertainment and news; this will reach a variety of audiences to suit their preferences.

In conclusion, the sun newspaper uses a variety of features to appeal to different audiences such as colour, typography and the articles they put in. The language of the article itself is very easy to understand and as a result the audience are not intellect people and the style such as the use of humour makes it more appealing. The colours contrast with each other to make them stand our as a result will catch more peoples eyes, this gaining more readers and making it a successful newspaper.

Timed practice exam...

The function/ purpose of this magazine are to entertain the audience. The cover is used to persuade the audience into buying this magazine out of the rest of the magazines.

Heat is a magazine that reaches a mainstream audience. This means that is it a successful as a result it reaches a wide audience. To attract and persuade these audiences, the colours used are very bright and stand out for the magazine. These colours include red, black and yellow. The colours make the article titles stand out from other magazines as a result makes the audience want to read this magazine rather than other magazines that are similar. Red is the dominant colour used on the magazine cover. This could connote fire and this links with the masthead of the magazine, heat. As heat is hot and is represented by the colour of red, the colour suits the masthead and this can be identified by the readers. The typography used on the front cover is a bold font. This makes the writing on the cover stand out as a result it can be seen clearly by the audience for far away. This would attract wide range of audiences as it stand out getting easily noticed.

The main article, 30 skinniest celebs can attract both men and female. It can attract men to buy the magazine because men can see women in swim suits ect.. As a result reinforce the male gaze, a theory by Laura Mulvey. This provides men with erotic pleasure that will satisfy them and give them pleasure them. On the other hand, it also attracts women because they find it entertaining and can see the celebrities are as a roles model. Looking at the pictures makes the women want to aspire to them. The other reason is that the genre of the magazine is to provide gossip, a feature that women like to know about celebrities.

The background colour is white; this makes the red stand out more. The reason they would want the main article to stand out is because this is what will bring in the audience so it need to stand out so they can tell it apart from other magazines. On the front cover, beside the title are 3 women who will be in the actual article inside the magazine. The reason they did this is so the readers are given examples of what is going to be included.

The puff is on top of the masthead. It reads ‘this week’s hottest celebrity news’. The word hottest is used to in the puff and this links with the masthead-heat. Heat is hot and they created humour out if it as well, this makes the audience feel involved.

At the bottom it says excusive, this means that they have an article that only they could get. This would persuade the audience to buy it because it creates enigma and the enigma is only resolved if they buy the magazine. Only is underlines and it’s like a privilege reading it as he’s only done one interview and for heat magazine. This will give the audience the impression that heat is a good magazine and as a result give t a good impression with the public. Underneath that it says really in a different colour to the rest of the sentence. This means it’s a gossip interview as a result would persuade the audience to read it.

At the top, there is an article of Britney and her son. It catches the reader’s eye because they have her smiling next to her child who looks so cute, this would make the audience want to read it. Britney is written in red, a colour that stands out as a result it catches the audience’s attention. It’s at the top of that page and near the masthead as a result people will notice it clearly. The image is telling the audience that she want to share her joys with everyone else creating identification and involvement. She is also creating a good image for mothers as she is posing with her son, smiling.

In conclusion, a variety of features are used to persuade the audience to buy the magazine using colours and fonts to pictures.

Uses and gratification theory, reception theory and effects theory.

Uses and gratification theory

Uses and gratification theory is the opposite of effects theory. Uses and gratification theory assumes an active audience, which chooses the text it consumes and where individuals have reasons for consuming these texts.

Reception theory

The reception theory sometimes known as reception analysis which focuses on what people see in the media, on the meanings they produce when they interpret media texts. This theory assumes an active audience.

• A key theorist is David Morley

Effects theory

Started by Frankfurt School, specifically a group of social scientists originally based at the institution for social research in years between the two world wars. They were concerned with the power in mass media and made clear criticisms of a capitalist system which controlled media output as a result this theory assumes to a passive audience.
Ø Hypodermic needle model
Ø Violence in the media
Ø Cultivation theory
Ø Two-step flow

Similarities between the three theories

Ø Uses and gratification theory and reception theory both assume an active audience.
Ø Effects theory and uses and gratification theory both are very simplistic, meaning they are both to/over simple.
Ø Reception theory and effects theory refer to the concept of hegemony but in different concepts.

Differences between the three theories

Ø Uses and gratification and reception both assume an active audience whereas, effects theory assumes a passive audience.
Ø Reception theory concentrates on the audience itself and how it responds to the text. It is based on the ideas that no text has one single meaning instead the audience themselves help create the meaning of the text, whereas, the uses and gratification theory concentrates on why we read the text in a certain way.
Ø The effects theory thinks that the mass audience get manipulated by the media; hegemony of the ruling classes, however the other tow theories say different things.
Ø Uses and gratification theory has more choices than reception theory

Most useable theory

I think the most useable is the uses and gratification theory because we as a audience have the chance to decide what text we want to watch and are not forces as a result we are a active audience. It is also useable because we do watch the text we decide for a reason, the main reason I watch certain text is for entertainment and to pass time when I have nothing to do. To a certain extent, effects theory can be used because of moral panics such as the people wearing hoodies are thugs, well this how the media represents them as and the media can be seen as the ruling class (hegemony). Reception theory is also a useable theory, for example where David Morley conducted the detailed study, and discovered the three main types of readings such as the dominant (hegemonic), negotiated and oppositional reading. These three reading depends on the audience and how they want to read the text, though it also depends on the text itself as well.

5 Programmes

Pluralism

This is the opposite to Marxist theory, Marxist perspectives on the media media centre on the belief that the mass media are a tool used by ruling bodies to maintain hegenomic control over the masses whereas pluralists take a more open view where the audience are an active audience.

5 programmes:

BBC News: Where current news around the world is broadcasted to inform the public. As this is shown of a public service broadcaster (PSB), it remit is to entertain, inform and educate viewers. Watching the news is entirely the choice of the viewers as they are not forced to watch though some people decide to watch it, so this means the audince are an active audience, deciding whether they want to watch it or not.

Strictly come dancing: this is a dance contest. This is a show where the veiwers are able to escape from the usual soaps and see something different.

The X factor: This is similar to strictly come dancing however this is a singing contest. This is another programme where the audience are able to chose what they want to watch and escaping from the usual soaps and issues in the soaps.

CSI: crime scene investigation: This is an investigative programme as this doesnt go on about issues and more about entertainment.

Countryfile: This is an informative text as it informs viewers on wildlife creatures. This is shown to people as its very different to other programmes shown.

The media informs the viewers and theviewers are an active audience, who get to decide what they want and have a variety of programmes to pick from. The media may inform public but it is still known as the FOURTH ESTATE.

Media organisations have autonomy from the state (independence from govenment), audiences therefore can either confom, accommondate or reject the texts shown.

Marxism

Marxism- political practice and social theory based on the works of Karl Marx.

Marxist ideologies

Marx argued that capitalism is based on profit motive, meaning that under capitalism (society based on wealth), profits originate from the exploitation of workers.

Capatist socialty:

• Proletariet- the working class (who sell the labour)
• Bourgeoisie- own their own production and employes the working class.

Bourgeosie can be further divided:

-wealthy bourgeosie: do not need to work themselves

-petty bourgeosie:employes others and work themselves

Marxism and the media

-Media producers: they maintain the status quo, keeping everything the same. Examples are newspapers, soaps and adverts.

-The culture industries: they construct texts to generate mass audiences by dumbing down media texts.

-Mass media: entertainign workers by drip feeding them ideologies and beleifs (effects theory)

Althusser

Ideological state apparatuses (ISAs) operate alongside Repressive state apparatuses (RSAs), (miliatary, police etc...) to maintain these bourgeois ideologies:

1. religion
2. education
3. family (values)
4. legal and political system
5. cultural and communications systems

Gramsci

Hegemony- the dominance of ideologies of the ruling class. By maintaing these ideologies, the ruling class could retain hegemonic control.

Eisenstein and montage

Sergei eisenstein took a structurelist approach, complaining that cinema is designed to make audience believe in capitalist propaganda and ideologies. In his films the narrative is shown through the montage.

Williams

High culture: status very different from popular culture events. Popular culture is seen as second class.

Globalisation!!!

Most of the media i consume is global, as its hard not to watch them.

Do you watch US TV programmes or visit US websites?

Most the programmes i watch are american texts, which are globally known such as Friends, Hope and Faith, Will and Grace. Other texts that i consume that are American are Summerland, My wife and kids. The websites that i frequently use that is American is Google and this is the largest search engine.

I do consume texts other than American texts. British texts is my other option. I watch british programmes such as Eastenders and Hollyoaks, Supernanny and Crimewatch UK.

I do consume other text from my culture. I watch 3 different programme at7:00, 10:00 and 10:30 with my family. The language they speak is different but i still understand as there are subtitles in English which i can read.

Overall i think the US do dominate the media as there are more texts that i watch and most people decide to watch American texts more as they are found on almost every channel. The other cultures have even started copying some of the texts such as Fear factor.

They also copy british texts such as Who wants to be a millionaire showing the domination of Us texts.

Google buys YouTube for $1.65bn

Google is buying video-sharing website YouTube for $1.65bn (£883m) in shares after a weekend of speculation that a deal was in the offing.

http://news.bbc.co.uk/1/hi/business/6034577.stm

This is an article about google buying YouTube as another partnership.

Media Institution

Google is the most popular search engine!!!

Google is a search engine owned by Google, Inc. whose mission statement is to "organize the world's information and make it universally accessible and useful". The largest search engine on the web, Google receives over 200 million queries each day through its various services.

At its start in 1998, Google claimed to index 25 million web pages. By June 2005, this number had grown to 8 billion pages, as well as 17 million images, 1 billion Usenet messages, 6,600 print catalogs, and 4,500 news sources. Recently, Google claimed to index over 25 billion web pages and 1.3 billion images. After a controversy involving Yahoo's index size claims in summer of 2005, the number of indexed pages was removed from the Google home page.

Google not only indexes and caches HTML files but also 13 other file types, which include PDF, Word documents, Excel spreadsheets, Flash SWF, plain text files, among others. Except in the case of text and SWF files, the cached version is a conversion to HTML, allowing those without the corresponding viewer application to read the file.

Uses og GOOGLE

A corollary use of Google — and other Internet search engines — is that it can help translators to determine the most common way of expressing ideas in the English language (and other languages). This is generally done by doing a 'count' of different variants, thereby establishing which expression is more common. While this approach requires careful judgement, it does improve the ability of non-native translators to use more idiomatically correct English expressions.

Besides the main search engine feature of searching for text, the search engine can also be used as a mathematical problems solver, currency converter, dictionary and many more. These built-in search engine features are one of the reasons for the growing popularity of Google.


Type: Public (NASDAQ: GOOG), (LSE: GGEA)

Founded: Menlo Park, California (September 27, 1998)

Headquarters: Mountain View, California, USA

Key people:
-Eric E. Schmidt, CEO/Director
-Sergey Brin, Technology President
-Larry E. Page, Products President
-George Reyes, CFO

Industry: Internet

Products: I have mentioned them above

Revenue: $6.138 Billion USD (2005)

Net income: $1.465 Billion USD (2005)

Employees: 8,000 (2006)

Website: www.google.com

More about Google Inc... The owners

They are an American public corporation, first incorporated as a privately held corporation on 7 September 1998, that designed and manages the Internet's most used search engine. The company has approximately 8,000 employees and is based in Mountain View, California. Eric Schmidt, former chief executive officer of Novell, was named Google's CEO when co-founder Larry Page stepped down.

The name "Google" originated from a misspelling of "googol," which refers to 10100 (a 1 followed by one-hundred zeros). Google has had a major impact on online culture. The verb "google" was recently added to both the Merriam Webster Collegiate Dictionary and the Oxford English Dictionary, meaning "to use the Google search engine to obtain information on the Internet."

According to the Nielsen cabinet, Google is the most used search engine on the web with a 54% market share, ahead of Yahoo! (23%) and MSN (13%). However, independent estimates from popular sites indicate that more than 80% of search referrals come from Google, with Yahoo! a distant second and MSN occupying barely 5%. The google search engine receives about a billion search requests per day.

Google began as a research project in January, 1996 by Larry Page and Sergey Brin, two Ph.. students at Stanford University, California. They hypothesized that a search engine that analyzed the relationships between websites would produce better results than existing techniques (existing search engines at the time essentially ranked results according to how many times the search term appeared on a page). It was originally nicknamed "BackRub" because the system checked backlinks to estimate a site's importance. A small search engine called RankDex was already exploring a similar strategy.

Salaries for GOOGLE workers

$33,000- $40,000

Google Partnerships

On September 28, 2005, Google announced a long-term research partnership with NASA which would involve Google building a 1-million square foot R&D center at NASA's Ames Research Center. NASA and Google are planning to work together on a variety of areas, including large-scale data management, massively distributed computing, bio-info-nano convergence, and encouragement of the entrepreneurial space industry. The new building would also include labs, offices, and housing for Google engineers.

Time Warner's AOL unit and Google unveiled an expanded partnership on December 21, 2005, including an enhanced global advertising partnership and a $1 Billion investment by Google for a 5% stake in AOL. As part of the collaboration, Google plans to work with AOL on video search and offer AOL's premium-video service within Google Video. This will allow users of Google Video to search for AOL's premium-video services. Display advertising throughout the Google network will also increase.

Additionally, Google has also recently formed a partnership with Sun Microsystems to help share and distribute each other's technologies. As part of the partnership Google will hire employees to help the open source office program OpenOffice.org.

In August 2006, Google signed a $900 million deal with News Corp.'s Fox Interactive Media unit to provide search and advertising on MySpace and other News Corp. websites including IGN, AmericanIdol.com, Fox.com, and Rotten Tomatoes, although Fox Sports is not included as a deal already exists between News Corp. and MSN.

On October 6, 2006, The Wall Street Journal reported that Google is in talks to buy YouTube for $1.6 billion.

http://en.wikipedia.org/wiki/Google

http://en.wikipedia.org/wiki/Google_search

Articles on Google...

1.Google and Apple 'in video talks'

Technology giants Google and Apple are in discussions over video content for the computer firm's recently announced iTV device, say reports...

http://news.bbc.co.uk/1/hi/technology/5355330.stm

2.'Google and Dell in software deal'

Computer giant Dell and internet search engine Google have reached a deal to install Google software on Dell's PCs before they leave the factory...

http://news.bbc.co.uk/1/hi/business/5018372.stm

Med 6 homework...Mental state of a character in a scene form...

Clockwork orange

Clockwork orange cinematography is very good and has images that can be disturbing and unusual as they are rarely seen in films. This film was once banned due to the violence in the film and some scenes that were not liked by the public such as the rapes scenes.

Scene- Alex calls it ‘THE CHAIR OF TORTURE’

The scene that im going to analyse is the scene where Alex is strapped to a cinema chair and his eyes clipped open so he can’t close his eyes during the film. In this scene the music is very slow, calm and quite low giving the eerie effect informing the audience that something is going to happen. This is the moment his eyes are clipped open. As soon as this is done the music become fast paced and louder with his eyes wide open.

His mental state- He seem confused throughout the scene however he is disgusted by what is shown and makes the audience sympathise with him. A close up shot is used so the audience can identify with him and can see his facial expressions. In the film is is shown as a confident, controlling boy, however in this scene is not confident and doesn’t have the power he had before.

The music juxtaposes what shown on the screen such as quiet music when a person is getting beaten up. A scene of a woman getting raped is shown with music of a drum roll.

Scene continued…
In this scene the music juxtaposes the scenes as well such as jumpy and happy music is played alongside a video of Germany during the time of Hitler and the Nazi. The music also plays alongside things getting blown up.

Mental state- He is in pain partly due to the fact that he can’t shut his eyes however he doesn’t enjoy the video and the audience can tell this because he always seem to want to throw up when he doesn’t like something which would make the audience want to sympathise with him.

The scene where he is just kicked out of his house and has no where to go…

In this scene he is walking alongside the water on a bridge. The weather is gloomy and dark reflecting his mood.

Mental state- In this scene he seems upset because he is homeless and the weather reflects how he is feeling. The main colour in this scene is blue. Blue could represent unhappiness, isolation and is a very cold colour. Tears are also running down his cheeks which could symbolise unhappiness and depression. Seeing him in this state in this type of weather make the audience want to sympathise with him because he has no one else. He is weak and isolated and the authority and power he had has vanished.
A close up is used so then audience can see his facial expressions and sympathise with him well and identify with the character.

Tim Burton
http://en.wikipedia.org/wiki/Tim_Burton

Director – He had directed a number of films, the recent films being the Corpse bride (2005) and Charlie and the chocolate factory (2005)

Producer- He has even been the producer of some of the films such as Corpse bride (2005).

Writer – He has written a number of films such as The world of stain boy (2000)

Miscellaneous Crew – Charlie and the chocolate factory (2005)

Actor- He has starred in films in the past such as Singles (1992) and Luau (1982).

Art Department – The black cauldron (1985)

Production Designer – In Vincent (1982)

Self – He has even starred in other films and even television episodes as himself such as “At the movies” (2005)

A bit about him!!!

Timothy William Burton (born August 25, 1958) is an American film director, writer and designer known for his off-beat and quirky style. Especially in his stop-motion animated films, he is known for the exaggerated style of his characters, which still retain their serious, humanlike characteristics. He first came to note directing the Warner Brothers film Beetlejuice, which was followed by the blockbuster success of Batman in 1989. Following which he continued to make blockbusters as well as smaller dramas that continue to study loneliness in a style influenced by Gothic fairy tales.

Most of his films are action and fantasy films or even both. This is the main genre of the majority of films. Films such as
Ø Charlie and the chocolate factory (both)
Ø Corpse bride (both)
Ø Big fish (both)
Ø Planet of the apes (action)

A few of his trademarks:

-Frequently uses the name Edward
-Visual style and themes heavily influenced by Gothic horror films of the twenties and thirties, especially those of James Whale and F.W. Murnau, along with the films of German Expressionism. The illustrations of Edward Gorey are another major influence.
-Frequently works with actor Johnny Depp. The two collaborated in the films Edward Scissorhands, Ed Wood, Sleepy Hollow, Charlie and the Chocolate Factory, and Corpse Bride. Tim wanted to cast Johnny in his movie Mars Attacks (he wanted cast him in the role that eventually went to Michael J Fox)
-Frequently shows dead dogs, clowns, sheep, twisted trees, jack-o'-lanterns, scarecrows, butterflies, and redheads in his films.
-His films frequently have dinner table scenes.
-His films often have gothic subtexts.
-Personalizes the production logo in the beginning of his films.
-Opening credits usually utilize a tracking shot. They also tend to go either on, through, or into something.
-His long standing collaboration with Danny Elfman, who scored all his films since Pee-wee's Big Adventure, except Ed Wood, which featured the noted composer Howard Shore.
-He often uses an uplifting ending theme for his theatrical trailers by Danny Elfman but is never used for the films.
-His artwork, and lots of his films are notoriously influenced by the artist Edward Gorey, and his pen and ink drawings.
-Often uses shadows for a scary, ominous effect.
-His main characters tend to be outsiders, and are usually shy, with a pale complexion and unruly black hair, similar to his own

Psychographic profiling

Mainstreamers
These are the largest, well recognised brands

· R’N’B and Hip Hop music
· Coca cola
· Walkers
· Nike
· Cadbury

• Mcdonalds

• 

Aspirers
Improve themselves, high status brand names

Ralph Lauren
Dolce and Gabbana
Gap
Timberlands

Succeeders
Feel secure and in control, reinforces their feelings and power

Timberlands
Seiko

Reformers
Eco-friendly products, environmentally supportive

· Healthy living food (Tesco)