What is synergy?
Where one media text sells another.
What is convergence?
A media form that is distributed to be made available on more than one platform?
What is high concept?
A text that is based on a simple idea that can be easily marketed to audiences.
What is anchorage?
Something that has a definite meaning - this can be achieved through narrative but also cinematography, mise-en-scene, sound and editing.
What is iconography?
The visual elements common to the genre.
What are intertextual references?
When one media text makes reference to another - in some scenes in Breaking Bad the characterisation is similar to The Sopranos. Twin Peaks and Guardians of the Galaxy also contain lots of these.
What is non-diegetic sound?
Sound that is overlaid in post-production like music.
What is cultural capital?
The knowledge, skills and experience a reader of a media text has with a certain media product.
Describe Todorov.
- Equilibrium (everything is normal, not necessarily peaceful)
- Disequilibrium (something happens to change the equilibrium: upset/conflict)
- Recognition (the hero recognises the change)
- Quest (the hero set out to resolve the issue)
- New equilibrium (everything returns to normal, sometimes with certain aspects better)
Describe Barthes.
Enigmas:
- Hermeneutic code, something not fully explained at the start
- Proairetic code, something that builds tension. An action that hints something’s going to happen (cliffhangers)
- H+P work together to create tension and interest within the text
Describe Levi-Strauss.
- Binary oppositions (good vs. evil)
- Conflict
- Can be applies to technical codes (fast/slow)
Describe Propp.
Propp identified character types within most mainstream texts and ca be mix and matched within on character. Postmodernism plays with these characters and anti-heroes are a common twist in AQT.
- Hero (reacts to donor)
- Villain (struggles against hero)
- Donor (prepares hero/gives object)
- Helper (sidekick to hero)
- Princess (prize, can be an object)
- Father (wise old man figure)
- Dispatcher (sends hero on quest)
What types of audience questions will you be asked?
- Positioning
- Attract/appeal/target
- Respond
- Categorise
How would you answer an audience positioning question?
- how is a preferred reader positioned to accept messages in a test?
- who is the preferred reader? who are they targeting?
- what do they want readers to read from the text and how do they position them to do this? (mise en scene, camera angles, editing, etc.)
How would you answer an audience attract/appeal/target question?
- uses and gratification (entertainment, information, personal identity, social interaction)
- discuss which of these the texts provide
- how do they provide these things? use theories and technical/visual codes
How would you answer an audience response question?
- preferred, negotiated, rejected based on age, gender, culture etc.
- discuss each types of reading and who would read it this way and why
How would you answer an audience category question?
- age, gender, demographic, class, Young and Rubicam
- answer similar to how you would a targeting question
- how is the categorised audience targeted by the show?
What is David Buckingham’s quote on genre?
“Genre… is in a constant state of negotiation and change.”
[they are shaped by society]
What are Steve Neale’s quotes on genre?
“Genres are instances of repetition and difference.”
“Difference is absolutely essential to the economy of genre.”
What is Neale’s genre theory?
Repetition isn’t enough and we need conventions of multiple genres: hybrids!
Genre cycle:
1. Classic
Conventions and genre are clearly defined for the audience
- Experimental
Conventions and genre are still clear but some aspects are different. There may be abstract elements - Baroque
Conventions are subject to parody and used for humour. This is when the cycle tends to loop back to the beginning
What are Andrew Goodwin’s 7 characteristics of music videos?
- show certain genre
- relationship between lyrics and visuals
- relationship between music and visuals
- record label need lots of close ups of the artist
- the artist creates motifs and iconography throughout the videos
- frequent reference to notion of ‘looking’: screens within screens, voyeuristic, male gaze
- ## often intertextual references (film, tv, pop culture)2&3: can illustrate the meaning, amplify (accentuate/make clear the meaning), or disjuncture (ignore)
4&5: boosts the profile of the artist and creates a brand and visual styles that is easily recognised
6: allows us to view artists in situations often barred to us
7: draws in the fans form the medium of reference
