A2 Media Studies Coursework Research and Planning

1. A2 Media Studies
Coursework
Research and Planning
Name : Zaahid Ziyaad Asvat

2. M.I.G.R.A.I.N What is it:
• M= Media Forms
• I= Institute
• G=Genre
• R=Representation
• A=Audience
• I=Ideology
• N=Narrative
M.I.G.R.A.I.N is an easy acronym to use in long answer questions by bullet
pointing, points for each topic. It makes it easier for us to answer the question.
For example, if a question is about institutes, we can easily list points about
conglomerates and indie companies regarding their budgets in comparison to
others. Some indie companies focus on a niche audienceas opposed to mass
audiences, like larger conglomeratesfor exampleDisney and Warner Brothers.

3. M.I.G.R.A.I.N - Media Forms
• Media Form is the shape/skeletonof the text. These include Moving Images
(Film, TV, Animation),Audio (Radio and Music), Print Media (Newspapers,
Magazines, Print Ads), Video Games /Graphics and the Internet. We will
concentrateon print media and moving images. Tomb Raider in the photo
above has a movie and multiplevideo games, which helps increase movie sales.
• Print Media means of mass communicationin the form of newspapers and
magazines. Thisis quicklygaining popularityover the years with new
magazines coming out under variousgenres and the importance of
newspapershas increased as the world gets more and more media hungry.
• Moving images are photswhich there are physicalmovements, this could be a
video or a GIF.
• There are different forms, codes and conventionsthat are used to make a media
product. These include: Mise-en-scene, costume, props, positioning,body
language, Sound (diegetic), Cinematography,camera angles, camera movement,
Editing, pace, rhythm, speed, jump cuts, length of shot, transactions, Lighting,
low key, high key, mood, ambience, color, Special Effects, CGI, titles.

4. Media Forms – Continued
• Mise-En-Scene is the stage design and arrangement of actors in scenes for
a theatre or film production, both in visual arts through storyboarding,
visual theme, and cinematography, and in narrative storytelling through
direction
• In the photo above we clearly see a man pointing a gun to a woman at her
head. Above that we have a cross to symbolize death. In this photo the
location looks like a church based on the window designs, the seating
arrangement and the cross. To the man's right you see another cross with
the man's hands up. The two crosses are a symbol of death or a graveyard.
Mise-En-Scene will help us analyze why would the director want to show
us the crosses and a gun, why is it symbolic and what type of image do we
create, this is known as a connotation. Connation is the meaning the
director wants us to take the primary meaning. Another form of Mise-En-
Scene is costume and the man wearing a suit might symbolize a patricidal
society or male dominated society. The shot is a over the shoulder shot so
that you see the woman's face and the crosses.

5. Media Forms - Continued
• The media implies manystereotypes such as. Many times, it can be subliminal
or maybe we have just become so accustomed to it. We maynot even notice it,
almost like it is a part of everyday life. Examples include : Arabic people as
terrorists, Asians as super smart spies, men are strong and do all the work,
Blonds are unintelligent.
• In media we have two types of media codes: technical and symbolic codes. A
media code is technical, written and symbolic tools used to construct or suggest
meaning in media products. Media codes include the use of camera, acting,
setting, mise en scene, editing, lighting, sound, special effects, typography,
colour, visual composition, text and graphics
•

6. Technical and Symbolic Codes
• Technical codes are all the ways in which equipment is used to tell the story in a media text,
for example the camera work in a film. One example could be a over the shoulder shot of a
couple and the camera could zoom into one couples face to show facial expression.
Other Examples are : Editing, Audio and Lighting. Audio could be a score that will inform the
audience that a particualr member is coming, the movie IT did this when the clown was
nearby. Lighting creates a huge effect on the scene, one way could be seen is a horror
movie will have very dim lighting in a haunted house and at times hard for the audience to
see whats going on to try and keep the audience on their seats
• Symbolic codes show what is beneath the surface of what we see. Symbolic codes include :
Setting, Mise-en-Scene, Acting and color. Symbolic codes usually are what would happen in
a natural setting. This means, if you see a red rose given from one person to another would
tell us this is love and the same would apply in real life. Color in film has a massive affect as
it would paint a brighter picture for the audience, usually we have three colors we look for :
Dominant color, Contrasting foils, Color symbolism. Actors portray characters in media
products, and this gives us a sense of who the character is and what's his position in the
film, some examples are Facial expression, Body
Language, Vocal qualities, Movement Body contact. Finally, Mise-en-Scene is what we see
when we look at different shots or frames. This means how and why different props are
included and placed where they are. Some ways to identify the mise-en-scene is
through Set Design, Costume, Props and Staging.

7. Technical Codes – Camera Shots/Angles
180-degree rule is a cinematographyguidelinethat statesthat two charactersin a scene should
maintainthe same left/right relationshipto one another. When the camera passes over an
invisibleaxis connecting the two subjects, it is calledcrossing the line and becomes what is
called a reverse angle, reversing the angle is commonly thought to be disorientatingand can
distract the audience from the intentof the scene. For example, the image below shows the
angles of where the camera needs to be. The red line representing the line in which the
cameras cannot cross and the blue circles representing the characters in the film.
Match on action - is a common technique used in film editing, it is a cut that connects two
different views of the exact same action at the same moment in the movement. By matching
the movement across the two shots, film-makers make it seem that the motion occurring is
almost uninterrupted,it gives the watcher more context to the background and helps them to
gain a more understandablepointof view, and to emphasize on the subject's emotions and
feelings. It creates the impression of a sense of continuity– the action carrying through creates
an almost visual bridge which draws the viewers' attentionawayfrom slight cutting or
continuityissues. The image below is an example of match on action as it portrays the same
scene however in different angles to inform the viewer of a larger perspective as a result it
makes it easier for the watcher to comprehend the scene with a sense of continuity.

8. Technical Codes – Shots and
Editing
Shot reverse shot is also another filming techniquewhere one character is shown looking at
another character which is often off screen, and then the character is shown looking back at
the first character, almost like a dialogueor fight. A shot reverse shot is a framing technique
used for continuityediting in film or video production.This type of framing, when edited
together, gives the audience a sense of continuityas the scene is carrying on, however the
camera is showing different angles to give the viewer a larger understandingof the subject's
emotionstherefore allowingthe producers to fully allow the watchers to understandthe
desired outcome. It makes it seem as though the scene they’re watching is happening
linearlyin real time. It is a very importantshot as it allowsthe audience to establishthe two
characters, lets them know who the conversationishappening between. It does not have to
necessarily have to be used for conversation,it can be used for stairdown or characters
looking at another, accentuatingtheir emotions. For example,the picture below shows a
shot reverse shot showing a conversation,it emphasizes on her emotionsof confusionand
also allowsthe watcher to see the other characters reaction.
Continuousediting is the process in film or video creation,of combiningmore or less related
shots, or different compound cuts from a single shot. The purpose is to smooth over the
inherent discontinuityof the editing process, it establishes a logical coherence between
shots. Continuityediting can be dividedinto two categories : temporaland spatialcontinuity.
In other words, techniques can cause a passage to be continuous, giving the viewer a
concrete physicalnarrationto follow or discontinuous,causing viewer disorientation.

9. Shot Angles
• Invisible cut : An invisible cut somewhat resembles a continuous shot except it is the
illusion of a continuous shot- it employs an element within two scenes to make both of
them appear as a whole continuous shot. Usually, it involves the firstclip moving into
darkness and the second clip moving away from darkness. The darkness is the element
that is in common with both of these scenes.
• Cutaway shot: It is a shot that ‘cuts away’ from the previous shot anywhere in relation
to the scene it was taken from, this is used to add visual information.
• Montage: this is a very typical editing technique used to signify a passage of time- an
example of this is when there is an athlete training. The audience won’t see every single
thing they do in order to train; however, we can infer that there has been a period of
growth and improvement in the character. An overall message that time has passed can
be conveyed with quick cuts.
• Cross cut/ parallel editing: This editing technique is used to portray two completely
different scenes happening at the same time. This can be ideal for raising tension- just
like the scene in Lord of the Rings where Pippin is seen to be singing while
simultaneously the scene cuts to a stampede of horses and back to Pippin singing.
• Eyeline match: It is a cut between two shots, where in the firstshot the character is seen
to be looking at something in a direction, and the second shot explains what the
character was looking at (ex. An object like a painting, or a person who is also looking in
exactly the opposite direction)

11. Technical Codes - Sound
Diegetic– Happens within the context of the story and able to be heard by the
characters. Diegetic sound is all the audio elements that come from the sources
inside the scene. This includes footsteps or dialogue
Non-diegetic- Having a source external to the context of the story, and not heard by
the characters. Non-Diegetic sound is all the audio elements which are not in the
scene such as a narration and sound effects of items we can’t see on screen.
Dialogue-A conversation between two or more people
Soundtrack - A recording of the musical accompaniment of film.
Score - score is original music written specifically to accompany a film.

12. The tiles timelineis importantas it shows us the usual connotationsof a movie and shows us
everyone behind the productionof the film. It would include things such as cast members,
institutions,writers, editors, producers and other roles all to do with the creationof the
project and also shows a music timeline too, to show how the music changes and adapts
with what's happeningon screen for the audience. This is useful for me and my group
because when it comes to time of filming our opening for a movie, we will have plannedhow
much time the opening needs to be then haveideas on what points titles should show up on
screens and when we should use score and soundtracks in levels of volume in the
background to match what's happeningon screen. This way we can use this vitaltool to plan
and produce the best possible version of our opening that we could do.

13. How to Use Sound
• I could incorporate sound into my film by using royalty free music and
finding different tracks that should suit the scene. By using royalty free
music, I will avoid the copyright restriction and not have to ask
permission to use the soundtrack.
• This research helps give ideas for the film and what to do in order to
make the scenes more effective and create empathy for characters. This
also helps me manipulate both diegetic and non-diegetic sounds in
order to create certain emotions and suspense during the scene.
• This also helped me pay attention to certain scenes in shows and movies
in order to see the technique they to maximizethe effect sound. This
knowledge can then help me as I can now apply this towards my editing
process which will enhance my film realisticness and authenticity
• Moreover, usually in movie openings you don’t notice any major music
or tracks but rather just dialogue and in some cases sounds of props
again such as a gunshot or a clock going tick-tock.

14. Symbolic Codes – Facial
Expressions
• An actor’s facial expression is a powerful way of
expressing emotion when even small movements
can have strong symbolic connotations.
• Eyebrows are seen as important signifiers in facial
expressions and is often a good place to start when
doing a description.
• Gaze is also an important part of facial
expression it’s a term used to describe the focus of
a person’s look. Is the person looking at the
camera, at someone else or outside the frame
The man in the photo is
clearly in pain

15. Symbolic Codes – Body Language
A gesture is a kind of visible expression made by the
actor, usually a tiny movement. It could be a wave, a
slap and a knod of the head.
• Posture is the general way that the body is held, it’s
the attitude of the body. Arms crossed suggest
someone might be defensive, a rigid posture might
suggest someone is tense, slouching might suggest
someone is depressed.
• Body contact is a very powerful symbolic code that
suggests intimacy and is highly dependent on cultural
norms.

16. Symbolic Codes – Settings
• Whilst setting is about the time and location of a scene,
the set design discusses how that setting is being
presented. In ‘10 Cloverfield Lane’ the design of the bomb
shelter is connected to the character of Howard and his
need for a family. The stark bomb shelter’s walls have
been painted pink using lamp shades on the lights.
• A set design can be seen as realistic or stylistic. A realistic
set design strives to look exactly how the setting may look
in real life. This may include intricate building of sets or
shooting on location. A stylistic set design will call
attention to itself in some way for the audience to notice.
This may have a connection to the genre of the narrative.

17. Symbolic Codes – Costume
Costume includes the clothing choices and make-up that is
used to convey a character’s statusor personality. Costume
can have a wide variety of other functions. They can help
signify the setting or era of the narrative, can play important
roles in the plot of the film, draw the eye to a specific
character or help point out the difference between
characters or the setting.
The Photo above is from the Netflix series The Crown which is
a series based on the Royal Family in the 1940's and the dress
code should represent it. However, Male formal clothing
hasn’t changed as much as they would wear a suit. But In my
opinion the female dress code would have changed massively
from the 1940s to today as women were previously seen as
"Objects" and would wear more revealing clothes whereas
now they might cover up a bit more.

18. M.I.G.R.A.I.N – Institutions:
• ProductionLabels – One example is Bauer Media a German Magazinecompany.
Bauer Ltd produces a whole range of magazines such as automotive to celebrity life
but Bauer is famous for Kerranga radio show which is owned by them and another
radio show called IPC Media. In the photo about magazines, all of them have
different names but all are made under the name of Bauer, which shows their
dominance that they can afford to publish and hire different authors.
• BBFC : The British Board of Film Classification, is a non-governmental.
founded in 1912 and is responsible for the national classificationand
censorship of films exhibited at cinemas within the United Kingdom's use
focus groups and surveys to judge ratings, this occurs every four to five
years. Classificationis the process of giving age rating or guidance to families
on audiovisual content. The process starts with two members of the BBFC
watching a film consulting with people within the BBFC and other countries.
Usually if there is a disagreement on the rating the film is taken to the
compliance manager. They usually see the opinions and either rate it
themselves or they send it to the Chief Executive to rate it. The main issues
that the BBFC face is bad language, dangerous behavior, discrimination,
drugs, horror, nudity, sex, violence and sexual violence, when making
recommendations. One of the most important and hardest problem is how
does this impact the audience through feelings.

19. Institutions - Continued
• Within the whole film world, we have many different film makers, examples Warner
Bros and Disney. Many people believe we have a ''big six''. These film companies mainly
dominate the market in terms of market share and amount of money they can spend on a
film. This creates an oligopoly market. An oligopoly market means more than one major
firm dominates a market.
• The difference between a "big six" and a small film company, is mainly the budget and
revenue. The budget indicates many different factors such as cameras, actors, wages and
sets. For example Beauty and the Beast, a Disney film built was the ballroom of the Beast’s
castle. A 12,000 sq ft faux marble floor was set up, along with ten chandeliers modelled on
real examples from Versailles. A 9,600 sq ft forest that surrounds the castle was in fact
built over 15 weeks on Shepperton’s largest stage and included real trees and hedges, as
well as 20,000 icicles. Whereas in contrast a smaller independent film company would be
working on a much tighter budget might have to use an old dancefloor.
• Media imperialism is a theory based upon an over-concentration of mass media from
larger nations as a significant variable in negatively affecting smaller nations. The national
identity of smaller nations is lessened or lost due to media homogeneity inherent in mass
media from the larger countries.

20. Who are the big six?
• Gate keepers – Gate Keepers are the people or group that own a news firm that
can be a TV Channelor newspaper company. Usually, the owner or gatekeeper is
a strong supporter of political partyand the news he wantssends out reflects that
parties' views. One of the most famous gate keepers is Rupert Murdoch who
owns The New York Post, The Times of London, and The Wall Street
Journal publisher Dow Jones & Company, FoxSports and News amongst much
more.
Oligopoly- An oligopolyis when multiple businesses own 25% or less of market
share. This is good for the consumers as they havemore variety.
The opposite is a monopolywhich is when one business owns 25% or more of
market share. Currently the film industry doesn't allow for many new huge
competitorsas its dominatedby the big 6 with huge budgets and independent
companies can't compete.

21. M.I.G.R.A.I.N – Genre:
There are three main genre theorists, and they are DavidBuckingam, Rick Altman,
Steve Neale and Stephan Prince
DavidBuckingham's theory is that genre is not a given by the culture. This means
that its rather a constant state of negotiationor change. Therefore, over
time, genres change and adapt to the current society. For example, a horror film
in the 20's would not be very scary to someone watching it now.
Rick Altman's theory is that there are two waysgenre can be defined. The first one
is : semantics, this is how the genre communicatesto the audiencethe
characters, location,props, and music. For exampleif you see a dark forest and a
shadow of man you will think of a horror movie. Altman'ssecond theory is known
as syntactics, this is the relationsbetween the main elementsof that film and how
it links to films in the same genre.
The HalloweenPoster supports Altman's theory as it is visibly showing a bright
knife which contraststo the dark background. This will indicateto the audience
that this will be fall into the genre of horror.(Semantics)

22. Genre - Continued
Steve Neale's theory is that instances of repetitionis different. That difference is important
to help give that genre a wider and broader range. Mere repetition would not attract an
audience so texts often exhibitthe conventionsof more than one theory. This is known as a
hybrid. An example of a hybrid is a horror and sci-fi film. This would appealto a wider range
of audience. From the Stranger Thingsposter we can see a horror/ sci fi film due to
the surrounding creatures on the bottom and then a human body system
as the background
Stephan Prince is known his ideologies on horror films. I am lookingat Prince as I am
considering doing a horror styled poster and movie opening. Stephan Prince states that ”
like other genre movies, any given horror film will convey synchronicassociation,
ideological,and social messages that are a part of a certain period or historicalmoment".
This would suggest that he believes horror posters can also contrast intoother genres and
link also to real life.

23. Semiotics
• Semiotics is the study of signs and symbols and their use or interpretation. It is one
of the most popular forms of communication linking back to the media. This is
because it provides a clear idea of what to look at when analyzing the meaning of a
piece of media. It enables the observer to analyze the structure of the messages
and ideas without ignoring the interpretive processes of the audiences.
• It makes communication much easier and faster. The study of signs immediately
makes us think of ‘signs’ such as road signs, religious signs or public utility signs,
you could assumeit is related with visual signs which is true. Furthermore, it goes
into more depth, the signs could be drawings, paintings or even photographs.
• Saussure ( 1857-1913 ) was a Swiss linguist and semiotician; he was a founder of
linguistics but also of what is now more usually referred to as semiotics. Saussure
quoted that signs are the inescapable condition of knowledge; this implies that it is
something which is not greatly considered but it has such a large impact on the way
in which a media text is perceived.
• Charles William Morris’ views on semiotics was that it aimed to take in any signs,
whatever their substanceand limits; images, gestures, musical sounds, objects and
the complex association with these, he also quoted how semiotics embraced
semantics along with other traditional branches of linguistics which means that
semiotics in their view was inescapable knowledge and it shows how the human
brain so easily associates signs and how fast they can be comprehended.

24. Connotation and Denotation
• Connotation is the operative mode in production and further
meaning of creative texts or images of media, such as poems, novels
or even musical composition and especially art. All media pieces are
grounded within connotation, as they are designed to generate
culturally significant meanings which is the mediated world we live
in. Nowadays television announcers give out connotative remarks
such as ”mother nature has not been good to us this monsoon”
• Connotation can be very powerful as it evokes feelings
and perception, and it challenges the users view as it can have so
many different ideas and meanings. Media messages are powerful
and effective because they have more than what can be denoted.
• Denotation is the first order of signification as it describes the
relationship within a sign between the signifier which is the physical
aspect and the signified which is the mental concept. The obvious
straightforward meaning of a sign is its denotation.

25. Semantics
• Semantics is the study of language development by
classifying changes into meaning. In some theories,
semantics could be the physical prop, costumes or lighting
the way in which the viewers comprehend the objects. For
example, a toy block could be called a block, a cube or a
toy. A child can be called a kid, boy or girl, son and
daughter.
• Semantics is used as it makes communication between
media possible, there are rules that people have to agree
on to give meaning to certain symbols and words.
• Semantics can be easily misunderstood when people give
different meanings or perspectives to the same word or
phrase and this can cause confusion.

26. Syntactics
• Syntactics is also a branch of semiotics, it somewhat deals with the
relationships between signs or expressions with chances from their
signification and their interpretations. Some can suggestthat they are
the common themes within media, such as plot twists, it could also be
hidden or suggestedmessages throughout the piece of media.
• Syntactics can be themes which users' stereotype within media texts
such as suggesting old people are helpless
• Horror for example, the semantics could be that there are isolated
houses, darkness, blood and graveyards, this is stereotypical therefore
the producers add it to media text to give the us a better understanding
of the context of the piece.
• The syntactics of the genre horror could be that there is perhaps
paranormal activity, evil and spirits. Horror tends to have a lot of
screaming in distress which is the theory that there is always a
weak innocent character which is more likely female who is victimized

27. M.I.G.R.A.I.N– Representation:

28. Theorists - Representation
• Levi Strauss : Believed that all things have binary opposites, and all narratives
must be driven forward by a conflict that was caused by a series of opposing
forces e.g. a hero and a villain,untilfinallya sort of balance between them, or a
resolution is achieved.Other examples include dark to light, sanity to insanity
and honesty and deceitl. A movie that proves Levi-Strauss's theory is
Paranormal Activity where they showed a clear difference between normal
activity and paranormalactivity. The order of events can be called the
syntagmaticstructure of a narrative.
• Barthes – Semiology is the study of symbolsand their use of
interpretation.Signifierssuch as guns, badges, uniform communicatesan
ideological message of power and masculinity.

29. Representation- Continued
• Laura Mulvey: Feminist Theory - the concept of women are objects in the face of
the media and men as subjects. In her 1973 essay Visual Pleasure and Narrative
Cinema she argued that classic Hollywood cinema puts the spectator in a
masculine position, with the figure of the woman on screen as the object of desire.
• Because the viewer is gendered as male, the woman on the screen is ‘controlled’
and an ‘object’ of male viewings. "In a world ordered by sexual imbalance, pleasure
in looking has been split between active/male and passive/female"
• Historic power roles: directors tend to be male, thus presenting a ‘male’
representation of their subject. Therefore, even if you’re a woman, you’re seeing
the world of the film through a man’s eyes.
• Viewers are encouraged to identify with the protagonist of the film who, usually, a
man. Therefore, even if you’re a woman, you’re identifying with a man’s view of the
cinematic world.
• In these examples, the male is doing the looking and the female is passive (the
one being looked at). Male characters may also be looked at, but it is still from a
male viewpoint. Mulvey believes that women take on the male gaze because they
view media from the perspective of men They then view other women the way
men would and objectify them in the same way.

30. Alvarado's Theory
• Dangerous- Ethnicgroups can be displayedas dangerousthrough their behaviour.For
example, Yusef Khan is shown to be violent and extremely dangerous. This makes the
audience relate his behaviourto the ethnic group.
• Humorous - In The Simpsons, the character Groundskeeper Willie is conveyedas heavily
Irish through his thick accent and bright red hair. He has many humorous lines and
accidentsthat conveyshim and his ethnicityas people who are humorousand should be
stereotyped this way
• Exotic - Ethnic groups can be shown as exotic, like LatinoAmericans are shown to be sex
symbols and rather exotic through racy costume and controversialbehaviour.E.g. Shakira
• Pitied - When adverts or documentaries are displayedfor African children and families
dying in poverty, the impression this gives off to the audience creates a feeling of pity. It
makes the audiencefeel as if they should help them and creates an atmosphere of pity.

31. M.I.G.R.A.I.N – Audience:
• Audience Theorist : Stuart Hall believed that texts were encoded by producers and
decoded by the audience. Furthermore,he believed texts were decoded into 3
subcategories: Dominant Reading, NegotiatedReading and Oppositional Reading.
• Dominant : Audience decode what the producers wanted and agrees with the media
text
• Negotiated : Audience partly agrees with part of the product
• Oppositional : Audience understandsthe message but completely disagrees with the
text
• 1. The Effects Model : The consumption of the media texts has a usually
negativeinfluence on the audience. The audience are usually passive and powerless.
• The Hypodermic Model : The media texts are injected into the audience as it is very
powerful and its addictive.
• Uses and GratificationModel : The opposite of the Effect Model as the audience are
active and don’t really use the text it's used for their pleasure. The audience are in
power
• Active vs Passive, Target Audience. Demographics, Socio Economic Backgrounds,
Audience Gratifications,PersonalIdentity, Personal Relationship, Diversion/Escapism,
Surveillance, Tribe Theory, Participatoryculture.

32. Active and Passive Audiences
Passive audiencemembers: Audiences that view the media
industry has an effect on them as audience members.
• Active audiencemembers: The audience interacts with the
media to create meaning.
• The main differences between active and passive audience
members is active audience members form their own
opinions, they pay full attention,almost like they are playing
a game. Whereas passive audience members accept the
opinions they see, they pay little attention,and it is viewed
to be like they are watching a game rather than taking part.
• Researching active and passive audiences will help further
my understanding on the types of audience members that
are around

33. Uses and Gratification Theory
This theory is an audience-centred approach to understanding mass communication. This theory
suggests that audience members are not passive consumers in the media industry. But they do however
have power as audience members over their media consumption and assumes an active role in
interpreting and integrating media into their own life’s.
Blumler and Katz uses, and gratifications theory is an approach to understanding why and how people
actively seek out specific media to satisfy specific needs.
The audience is conceived as active in the mass communication process, initiative in linking gratification
and media choice lies with the audience member. The media often competes with other sources which
bring satisfaction. Many of the goals of mass media can be derived from data supplied by individual
audience members themselves. Value judgements about the cultural significance of mass communication
should be suspended while audience orientations are explored on their own terms. They want to be
educated or informed, Simple entertainment, Enhance social interaction, Escape from the stress of daily
life, relate to the characters of the situation.
Researching this theory has had a big benefit in helping me further understand audiences and how they
are in control of what they portray. This theory helped me in why audiences tend to watch films whether
that be to escape, for a personal relationship, information and education or personal identity. I now know
as a director and creator that in order to entice my audience and ensure that they enjoy my production i
must encourage them to engage with my film in some way or another.

34. Hypodermic Needle Theory
• The HypodermicNeedle Theoryimplies that mass media had a direct and powerful effect on its
audiences.The mass media in the 1940’s and 1950’s in particularwas perceived to havea
powerful influence on the change of behaviour.There were several factors that contributed to
help support and develop this theorythem being;
• the rapid rise in media;television,radio etc
• the emergence of persuasion industries eg.advertisingand propaganda
• this theorysuggests that audiences could very easilybe influenced and effected bya large group
of people directlyand uniformlyby‘shooting’or‘injecting’them with the appropriate messages
designed for a desired response.
• this theorysuggests that media messages are injected straight into a passiveaudience which will
be immediatelyinfluenced bythe message.
• It expresses the view that media is a dangerous wayofcommunicatingideas because audiences
are powerless to resistingthe impact of the message.
• audiences are seen as ‘passive’and are seen as havinga lot of media material ‘shot’at them,
meaningpeople end up believingwhat theyare told because theyhaveno other source of
information to tryand tell them different.
• the theorysuggests that as audience members what we see or hear we believe and consume.In
other words believingthat we are brainwashed.

35. Cultivation Theory
• Cultivationtheory is a social theory which examines the long-term effects of
television.
• "The primary propositionof cultivationtheory statesthat the more time people
spend "living"in the televisionworld, the more likely they are to believesocial
reality portrayedon television.“
• Cultivationleavespeople with a misperception of what is true in our world.
• Cultivationtheory explainsthat how people’sconceptionsof social reality are
influenced accordingto exposure to television.The cultivationhypothesisstates
that the more televisionpeople watch, the more likely they are to hold a view of
reality that is closer to television'sdepictionof reality.
• George Gerbner (1960) "CultivationTheory claims that televisionpromotes us
to believe a view of real life that is inaccurate.” Because televisionportraysthe
world as more violent and dangerousthan it really is.

36. Moral Panic
• Moral panic occurs when someone or something is defined by the
media as a threat to the values or interests in society. Stanley Cohen
believes that the media plays a crucial part in enforcing moral panic.
From Cohens point of view he believes that the media overreact or
sensationalise aspects of behaviour which challenge the social ‘norms’.
In some extreme cases moral panic creates mass hysteria within society.
This is when the general public start to believe whatever they are
watching and start developing their own thoughts about it.
• Stanley Cohen defined Moral Panic into five stages:
• something or someone has been defined as a threat to values or
interests
• this threat is depicted in an easily recognisable form by the media
• there will be a rapid build up of public concern
• there is a response from authorities or opinion makers
• the panic recedes or results in social change

37. M.I.G.R.A.I.N – Ideology:
• In sociology the word ideology is defined as culturalbeliefsthat justify particularsocial
arrangements, including patterns of inequality.Examples include : Beliefs, morals, values
and viewpoints, Remix Culture. Ideology is just used to make the audience believe
something which might not be completely true.
• Hegemony is how those in power manage to maintaintheir power. Dominantideologies
are considered hegemonic. This means power in society is maintainedby constructing
ideologies, which are usually promoted by mass media.
• There are three main ideolgy viewpoints
• a. The ideology is understood as false consciousness. We could call this the ideology as
‘rose coloured glasses’ view. The prevailingview is that this is far from the reality.
• b. ideologyis less of an illusionwhich is more vulnerableto the truth than a set of
practices and ideas that are produced within places such as the church, media, and the
school
• c. ideologyis seen as a problem of knowledge or the imaginary, ideology is thought to
involveour beliefs and fantasies.

38. Ideologies -Continued
Liberalism : Liberalism is a political philosophyorworldviewbased and founded on ideas oflibertyand equality.
Such as freedom of speech,freedom of the press, freedomof religion, free markets, civil rights, democratic
societies,gender equality
Socialism is a a political and economictheorywhich believes that the means of making, movingand trading
wealth should be owned by workers. This means the money made belongs to the people who make the things,
instead ofa group of private owners,so every person in the communityhas an equal share of the various
elements of production.Socialism was created to progress the livingsituation ofworkingclass so that everyone
was more equal
Capitalism is an economic system in which private individuals or businesses own capitalgoods.It is also and
political system in which a country's trade and industryis controlled byprivate owners.Some countries which are
capitalistswould be UAE,New Zealand,Switzerland, etc
Marxism or Marxist had beliefs that the term dominantideologydenotesthe attitudes, beliefs,values and morals
shared bymost of the people in each society.This means Dominant ideologies include beliefsaboutgender
roles,about the economy,about social institutions.Therefore, sayings such as all Muslims are terrorists are
what most people who aren't aware believe but aren't true. Or on the other hand a dominate ideology
could be sayings that we hear in holyplaces of worship.

39. M.I.G.R.A.I.N –
Narrative:
NarrativeTheorists (Todorov)Narratology:
Study of narrativestructure and the human
perception
Example : Nemo
1. Equilibrium: Nemo lives happilywith his
dad
2. Disruption: Nemo is captured, Nemo's
dad realizes Nemo is missing
3. Resolution: Nemo's Dad finds Dory and
they find Nemo again
Subverted narratives. Nonlinear.Flashbacks.
Enigma codes, Binary oppositions.

40. Narrative- Continued
• Propp- Propp's theory is that all fairytales all follow
the same narrative and that has inspired many film
makers of present. For example, The Villain-Fights
the hero. This means his theory is based around 7
broad character functions. Therefore, narratives
would share similar common structural features.

41. Propp's Theory - (Lord of the
Rings)
• 1. Hero - Frodo
• 2.Villain - Sauron
• 3.Donor -Bilbo
• 4.Dispatcher - Gandalf
• 5.Helper - Sam
• 6.False Hero- Gollum
• 7. Princess- Arwan

42. Linear and Closed Narratives
• Linear narratives present stories in a logical manner by
telling what happens from one point in time to the next
without using flashbacks or flash-forwardsand then
returning to the present.
• Closednarrative films usually have a 'tight' reading,
they are usually 2 hours and have a 'The End' to
complete the story. The time is usually compressed,
fitting many years into 2 hours. There is usually a
soundtrack, a lot of non-diegetic music backing the
story.
•

43. TrailerResearch:
• What is a trailer/teasertrailer?Whyare they used?
A trailer is a commercial advertisement for a feature film thatwill be exhibited in the future at
a cinema
Teaser trailers are usually released about a year and a half to two years before the final
productis released.
Trailers are used to just try and buy the customers attentionand make them want to watch the
movie, however the trailer is just a small snapshotof the movie and they can't give away too
much of the storyline.
• How have trailersevolvedover the years?
In 1912the first trailer was released for a show not a film and this was introduced by Marcus
Loew. When trailers were first released, they presented straightforward descriptions of the
films and this gave the audience an understandinghowever it was a lot of the main scenes of
the film which could have given away the main storyline. Currently trailers have changedas it's
not as revealing but more minimalistic just so that the audience get a brief idea of the film.
How have movie trailersbecomemorecontemporary?
Due to advancesin technologytrailers can now be viewed on a range of differentmedia
devices such as smartphonesand social media is easily accessibleto a wide range of audience
and that can inform fans constantly.

44. Trailer Research (Continued)
• What makes a good trailer?
A good trailer requires somethingthat will force the audience to want more and know more about
what's happening.Theyneed to grab the audience's attentionwith a few shots but without givinga
bit a lot of the storyline,this is somethingmanyconglomerates and indie films have struggled with.
• Are independent films up to the same standard as Conglomerates?
Indie films trailers are up to a similarstandard as larger conglomerates,due to the easyaccess of
editingsoftware's and camera's that are available.This is due to advances in technology.Therefore
it makes it very easy and available to match the same standardas large conglomerates and a trailer
isn't about a budget its mini snippets ofthe film, so the audience don’t notice much difference.
However larger conglomerates trailers are displayed to a larger audience.
• Why do films include movie posters?
Posters are used to advertise and promote a newmovie. This is done by informingthe audience
through advertisingthe poster worldwide( above the line).This is done to give a further insight
into the new movie.Posters will include important information regardingthe movie such as a
release date,actors/actresses
• Why is it important to includebrandingacross movie promotional packs?
Brandingis essential in across movie promotionalpacks forthe institution to gain an identityfor
theirfilm. This is achieved through a varietyof brandingacross different marketingstrategies.Ifa
film gains an identityorbrand of some sort it's easyfor customers to remember it and this could
lead to the sellingof merchandise. One example is Marvel as children want to wear their favorite
superheroes costume.

45. Trailer– 3 Act Structure:
1.Establishingpart (setting
the scene/introducing the
main characters. Open at a place
that will create a hook. Create a
theme. Introduce a problem.
3.Montage(a range of fast clips
from throughoutthe movie edited
together to tease the audience).
Has the goal been achieved.Sense
of resolution and what themes are
covered
2. Disturbance (some sort
of conflict or issues arises –
a potentialproblem).
Internal/ External obstacles
. Does it have a sense of
coming back to
an equilibrium.

46. Branding:
• Branding is the process of giving a product or service an image that will be
remembered by the audience. This also helps to promote the products and any
merchandise they could sell afterwards. Film institutionsmust includesome sort
of method of identificationjust so that if customers remember the film, they
will think of the brand itself.
• Advertisement and social media is the most effective method to gain
exposure. Branding is used to distinguish your film from others, as well as
create a link between all forms of advertising, and other promotionalpackages.
Examples of brandingis logos and slogans
• Some of the best branding includes : Superman, Barney, Mickey Mouse and IT .
All these films would have the same logosand slogansacross all the different
platforms such as YouTube,Websites and Social Media.
• Branding requires Above the Line marketing and requires mainlylarger
conglomerates as they have the financialcapabilitiesand some conglomerates
such as Disney have a 360-degree status therefore its easier for them to brand
their films and it reaches a wide range pf audience

47. Analysis of Trailer 1: The Dark
Knight (2008)
• The trailer starts with extreme high angle shots of the city allowing for an urban location.
(Established Shot)
• The batman appears to be the brave protagonist as he jumps from the building in his cape.
The scene is filmed at night-time and plays heavily on the low-key lighting. It then cuts to a
black screen with a voiceover “ Where do we begin.” A black screen with a voice over is so
effective as it grabs the audience's attention very quickly, it links very well to the genre of
action, horror and thriller.
• The main section of the film is a voice over from the “Joker” who talks about how much
the police force have over the crime in the city. It is revealed that he is the “Bad guy” and
is talking not the audience but to the other criminals he is with. It’s decided that they
should kill the Batman who is the saviour of the city. We are introduced to Harvey Dent,
Bruce Wayne (The batman), Alfred and Rachel. We see that Bruce and Rachel are in love
but she is currently in a relationship with Harvey. As an audience we want the “true” love
to develop further.
• The Batman has to confront his own feelings of right and wrong in order to save the city.
There are shots of him as Bruce holding the mask with a sad expression on his face
showing he is feeling low. The Joker keeps causing chaos and causing havoc within the city.
He realises that he needs to save the city and the people that he loves but this may cause
harm for himself.
K
M
I
G
R
A
I
N

48. Analysis of Trailer 2: Drive
(2011)
• It starts with extreme high angle shots of the city at night. Then we see the
protagonistin a car and then he is joinedby two robbers. There is a voiceover
the whole time whilst he discusses that he will be the getaway driver for them
but will not participatein their crimes. The trailer starts to buildup tension
when a car pursuit starts with the police after being spotted by a police
helicopter.It then slows againto a conversationwith a woman about his job
driving from movies which deflatesall the tension.
• It builds up againwhen the woman’s husbandis released from prison and he is
asked to complete a job. The protagonisttakes this job on for him. In order to
save the family, something goes wrong and the husbanddies leaving the
protagonistalong with a woman and a bag of stolen money. I best like the fast
pace of the editing here as I think it helpsbuild suspense.
• Problems: The protagonistis now on a hit list when all he wanted to do was
save a familyfrom a life of crime. There are men chasing him in order to kill him
and regain the money he has in his possession. There is a large sequence of
violentscenes along with a calming soundtrackwhich is then interrupted by a
gun shot. ‘For the rest of yourlife, you will be looking over your shoulder.’ He
has to tackle these criminalsin a bid to get a normal life

49. Analysis of Trailers, of both 1 and
2
• The Dark Knight follows the 3-act structure as we and establishing part
of a man wearing a cape jumping from skyscraper to skyscraper. The
disturbance is the Joker is creating chaos within the city. Then the final
montagewe have Batmandriving his Batmobile through the city trying
to stop the problems but it's quick 2 to 3 second shots.
• Drive also follows the 3-act structure as it starts with established shots
of the location and different buildings with a voice over. Then we have a
disruption of a man putting something on his steering wheel which
could possibly be a bomb that goes off after 5minutes. Then you have
the final montagewith more chaos and fast driving and police chases
and its super quick and as the audience we don’t know what some of
the shots meant such as the protagonistasking the boy for a coin and,
one car driving straight into another car

50. Drive (2011) Poster
• Drive is a film mainly targeted at males
• The Poster has a very aesthetic looking blue to pink color. This in
my opinion is quite sexist as I feel the pink is to show that there
will be women as marshals and the blue for the men racing.
• The main image of the photo is to see a man who is super
focused and the name in a bold and cool font explains to the
audience what the film is about.
• As this film is not from one of the main monopiles in the film
market right at the bottom in white it says from Motion
Picture Studios, whereas if it was from a big firm it would have
been more explicit as that brand would have the pulling factor.
• The darkness in the photo is to show that this form of racing is
illegal and dangerous
• From looking at the poster and the name, the film genre doesn’t
scream crime and thriller but maybe more of life story but not
biography and action.
• Usually blue as a color would represent sadness and sorrow but
this blue color with pink screams danger, excitement
• It also looks like a video game poster which could help gain
more audiences

51. The Dark Knight Poster
One of the mosticonic and famous posters in the world for a
good reason.
This poster of the bat screams action, crime, violence and danger
automatically telling the audience the genre.
If I saw this poster firstI would think Batman is the villain based
of his black suit and the fact it firstlooks like the building is on fire
and then it's in the shapeof a bat and the smokefromthe top of
the building in the top left.
The bottom of the photo with a lot of names written tells us that
it's from one of the major firms as it's an indicator that peoples
favoriteactors could be in this film and also we should note that
the Intrnetwasn’tas advanced in 2008 as it is now so people
might not have known. Rightat the bottom it also tells us there is
a website wecan check out indicating that Warner Bros had a lot
of money they could investin many differentareas,
The saying at the top "Welcome to a World Without Rules" helps
us know that this film is in the action genre
At the bottomwherethere is a bat and The Dark Knightwritten
would not tell you that is the film title as the title is usually big
and bold. Furthermore, the blue makes us think of sad times.
The fire in the shape will automatically get the audience wanting
to watch the film as once you identify it’s a bat you will be
wondering whathappened to the building and its only 7 and a
half years after 9/11

52. Analysis of Drive Social Media
Pages
Their main photosare both
shots of the main character
as the film is based on his
story. But the darkness in
their profile suggests an
action crime film such as
the lighting behind him
Even though Motion
Pictures Studio arent one
of the main conglomerates
its clear to see they make
films about cars and racing.
This helpsbuild them a
foundationfor racing
fanaticsand they could
gain the same audience
and more constanstly
In the about section we
can see from the amount
of people who like and
follow amd like this is
under a millionindicating
its struggles to market their
film as well as the main
conglomerates this can be
due to them not
benefitting of a 360-degree
status such as Warner Bros
films do
In the about section it
gives you a link to a Twitter
page however they didn’t
have a Twitter or Instagram
page, but it takes you to
the firms major Twitter
with a lot of their other
movies.

53. Analysis of Dark Knight Social
Media Pag
• Due to the film being over 12 years since release and newer films with Batman
himself their social media pages havehad to change part of their bios and
photos as you can see in the Facebook Boarder Profile
• Secondly in the about section they have merchandise, which would indicateit’s
a film from a major conglomerate.
• Both Twitter and Instagram have Batman as their name in contrast to only
Facebook who has the Dark Knight, but Facebook also have Batman
• If I was running the page I would change their profile photo to Batman instead
of DC as it's not about the group Batman is in but rather Batman himself
• On Instagram in their Bio they say "Wherever you know him from - movies, TV
shows, video games or comics " it shows Warner Bros strength in the market
they have more than one place where Batman occurs

54. The Dark Knight Social Media
Continued
Its super important
for these 5 major
film companies to
promote major problems
in the world and this will
give Warner Bros a good
brand image
Across their facebook The
Dark Knight have videos of
behind the scenes, actual
footage and fan reactions,
however these are all released
after the release of the movie
in 2008 on Instagram they
don’t have all the videos and
photos as theyare just going
by relsease date

55. Reflection
• How does knowing about the key concepts help you
when beginning your journey to creating your own
trailer/poster/website?
• Some of the key concepts that help is keeping all our
main brand images the same. This means not changing
our main image all the time. Therefore, if the movie
does well people will automaticallynotice that this
brand is from our movie. As a result, if we for example
to a movie based around one characher we could print
a tshirt with a letter and colors around it or an animal,
it needs to be something people automaticallyknow
what it is. Then we can use that logo across all our
platforms, and it will tell people that this movie is made
by this group.

56. Reflection- Continued
• Why is it important to understand the
sense of branding with your work when you
make your trailers/poster/website?
• The main reason is that Branding Increases
Business Value. Therefore, that Generates New
Customers. As a result, Branding Supports
Advertising. To conclude it helps gain new target
market and already gets the target market.
•

57. Reflection- Continued
• What do you think has been the most importantthing you have learnt
while researching trailers– which is going to help you the most?
• Whilst researching trailers, promotion packages and branding I have
realized the importance of branding. As I am most often a consumer I
hadn’t paid attention to branding techniques that were often used and
now that I have researched branding and how crucial it is to the success
of a film I am aware that in order to make my trailers, posters and
website successful I need to promote them all in a way that shows of my
brand. However, as well as branding and promotion packages I have also
learnt that the structure of trailers are extremely important, whilst
researching trailers I have been exposed to not only the 3-act structure
but what is expected from the audience when watching horror film
trailers. I now have a clear image of what I aim to create in order to
ensure my products turn out in the best way possible. All my research
that I have conducted will benefit me and help improve the outcome to
my final products.

58. Analysis of Poster 1:
• Avatar is a sci-fi movie series. The poster designer uses a brightblue bold fontto try and link it back to
the genreof sci-fi.
• Another factthey use a bright blue is because the Na'vi is the same color and it's easy for the audience
to recognizethe Na'vi is the main actors
• The background is very dark and black in order to give a mysterious look and create tension.
• The text is also all differentfonts and is used to try and show that it is an alien type movie.
• A representation of sci-fi is created the how clustered the poster is, and it looks futuristic. Therefore
the clustered look creates a futuristic idea in the audience's head.
• The Earth also creates a sign of a sci-fifilm and futuristic events.
• Colors wesee areOrangeand Blue
• Orangeis a representation of danger, however in this casewith the orangealmost coming up like a
sunriseor sunsetwhich I denotate as the startor end of something bad and the start of something new
• Blue has many differentconnotations depending on whereits used, for example it can be bright and
happy, or it can be sorrow and sadness. In this caseI see Blue as tension between the Na'vi and the
other group

59. Analysis of Poster 2:
• Big Hero 6 is an animation/ family related movie from the makers of Disney
• On the poster it says fromthemakers of Frozen and Wreck it Ralph, this is used for marketing as it
immediately attracts moreaudience
• The background is a plain grey to white gradient, this is done to keep the audience looking at the two
characters withouta lot of clustered images. The gradient is also done well as its not dull, whereit just
looks boring it still gains the audience's attention
• Both characters aremaking eye contact with the audience, so it could representor ask a viewer/ child
would you do it.
• From looking at the poster it's easy to identify the targetaudience of the film
• Baymaxthe robotis dressed in a red, purple and he is predominantly white, which means the
white could representthat he is a protagonistand good character.
• The title is in a Marvelred colour as the film is based off a Marvel comic book and therefore, marketing
wise, the audience who read the book would be drawn to the movie. However abovethe title is
Disney's traditional brand sign and due to Disney having a 360-degreestatus, itwill almost forcethe
audience to watch the film
• Bottom left wesee an age rating for the film, fromthe makers and the release date in a font which is
pleasing to the eye as it's not massiveand its not all over the place

60. Analysis of Social Media Page
1: Maleficent (Instagram)
KEY CONCEPTS:
Meaning
Institution
Genre
Representation
Audience
Ideology
Narrative
In their Bio they tell the
audience where they can
buy their movie and, they
had a QnA session
Two posts of behindthe
scenes, informing fans and
giving them a small insight

61. Maleficent Continued
Both Facebook and
Instagram are posting
the same photos
currently with the same
captionbut also using
their 360 degree status
of Disney Plus to try and
increase sales
On Facebook all users are
allowedaround 2 main
pictures the profile picture
and the border and here
Maleficentuse it to
advertise a famous actor in
AngelinaJoline to try and
attract her fanbase
Twitter has the exact same
profile and border picture
as Facebook and across all
three social media
platforms all the posts
were the same and posted
around the same or similar
date for eg the latest post
was May 15

62. Maleficent Analysis
• To conclude I choose Maleficent as I knew it was a
recent Disney movie to come out and in year 11 we
did Beauty and the Beast another Disney movie, so
I wanted to see how they still use a 360-degree
status after a movie had been released.

63. Analysis of Social Media Page
2: 1917
KEY CONCEPTS:
Meaning
Institution
Genre
Representation
Audience
Ideology
Narrative
On Facebook on the
about section, they try
and attract audience
through their director
who has directed some
well-known movies
Across all three platforms
the social media team link
the genre of the movie to
history or other war
moments to give an insight
of one of their filming days
, furthermore war movies
would be a niche audience

64. 1917 Continued
Again on all three
platforms and multiple
posts they show us behind
the scenes and what it
looked like whilst filming
and due to it being a niche
film it's not shots or scenes
you will alwayssee
The cinematographer
also created a
YouTubevideo
showing and
comparing shots they
took which links to my
previouspoint of a
niche film
Trying to increase sales by
showing where they can
buy their film on Blu-Ray
and X-Finity

65. 1917 Analysis
• 1917 was a war movie that came out in a time
when people were really fearing for a war at the
time and that caused a bit of controversy amongst
fan pages and the audience. Personally, I thought
the movie had a $90 million budget to completely
build up multiple trenches and make also multiple
warzones and absolutely aced the film as they got a
director whose grandfather (Sam Mendes
grandfather) who was part of ww1, and it just
shows what life was