Stuart Hall's theory is the reception theory states that media texts are encoded by the producer meaning that whoever produce the text fills the product with values and messages. He also says the text is then decoded by spectators and different spectators will decode the text in different ways, not always in the way the produces intended. there are three areas which encode the message or meaning or the producer. These are, Dominant or preferred, Negotiated and Oppositional. In Taylor Swifts music video, Bad Blood. There are Dominate , Negotiated and Oppositional message and values, the dominate values fighting, a relationship gone wrong and weapons. The Oppositional values might make people think it is over the top because the it is about falling out with a friend and getting revenge and starting war isn't what you would usually do however people may negotiate that this is funny and good to watch.
Blumler and Katz, Uses and Gratification Theory is about how the media allows each individual person in an audience reacts to the media product. For example in Taylor Swifts music video Bad Blood there narrative is two best friends who have fallen out. In life generally you all always have an fall out with a friend or someone close to you when this happens you feel like world war three has happened with all the arguing and fighting. This video is an over elaborate metaphor of your feelings when you have fallen out with a friend.
Hypodermic Needle Theory was one of the first theory's put together. It is said that the media injections your brain with information, we there believe what we have seen so we act in strange ways and do strange things because we believe it. The Media is always right so we believe what they say, however now we are more knowledgeable if the media so this theory is out dated. for example in Taylor Swifts music video 'Bad Blood' we see a fight and broken relationship between Taylor's character and Selena Gomez character this lends the audience to believe they have actually had a fall out, others believed it was about Katy Perry and others believed it was about an ex boyfriend however there is no proof the song is about anyone but the way the video is preformed and presented and the media provoke the rumors we are lend to believe these stories.
Injections your brain with information, we there believe what we have seen so we act in strange ways and do strange things because we believe it
The Media is always right so we believe what they say
However now we are more knowledgeable if the media so this theory is out dated
* The hypodermic needle theory implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in 1940s and 1950s were perceived as a powerful influence on behaviour
* Several factors contributed to this storm effects through of communication, including:
* The fast rise and popularisation of radio and television
* The emergence of the persuasion, industries, such as advertising
* They theory suggest that the mad media could influence a very large group of people directly and uniformly by 'shooting' or 'injecting' them with appropriate messages designed to trigger a desired response
* This theory suggests a powerful and direct flow of information form the sender to the receiver
* The hypodermic needle model suggests that media messages are injected straight into a passive audience hi h is immediately influenced by the message
* It expresses the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message
* People are seen as passive and are seen as having a lot media material "shot" as them. People end up thinking what they are told because there is no other source of information
* The theory assumes what we see or hear we believe and consume. The theory assumes we are brainwashed into believing the media messages
A famous case
* In the 1930s a radio broadcast of 'war of the worlds' was performed like a real news broadcast to heighten the effect of the story, people listening thought is was real and assumed Mars had come to invade the world. (As played in the short video)
* This demonstrates a passive auricle and how an audience believes what they hear in the news and how this can quickly lead to misinterpretation
Cons of the theory
* very out of date
* Not everyone watches the news/ consumes media in the same way
* Audiences are not simply passive more up to date theories have proved this
* Technology has changed how we consume media and the sources where it originates from
* We are more aware of society and how institutions operate
* We are now so used to consuming media texts host we understand conversions and know when to reject the messages if we deem then insignificant
* The 'uses and gratification' model represented a change in thinking, as researchers begs. To describe the effects of the media from, the point of view of audience
* The model looks at the motives of the people who use the media, asking why we watch television programmes/films/media products in the way in which we do, why we bother to read newspapers, why we find ourselves so compelled to keep to date with our favourite soap, or consume films.
* The theory makes the audience active as they choose what they went to consume, they are not forced in to consumption for e.g. You only watch the films you want as you are in control of your choices. The media simply created the product.
* The theory argued that shore nice needs have social and psychological needs which generate certain expectations about the mass media and what they are exposed to
* As the audience is the active participant it allows them to make choices in relation to what they consume making oneself in control of what they consume. This does assume an active audience making motivated choices making the audience in control of their own consumerism.
The four needs
* The underlying idea behind the model is that people are no ovaries by a e site to full fail, or gratify certain needs. So rather than asking how the media uses us, the model asks how we use it he media
* The model is broken down into four different needs
1. Surveillance
2. Personal identity
3. Personal relationships
4. Diversion
Surveillance
* The need is base around the idea that people feel better having th feeling that they know what is going on in the world around them. (We watch the news as we feel it is q reliable source or into nation and it makes us feel secure that we know what is happening around us)
* The surveillance model is all about awareness. We use the mass media to be more aware of the world, gratifying a desire for knowledge and security.
* When we watch some thing that reassures the audience and the consumer become rather passive and accepting of what they are consuming.
* We use the media to be helpful in our every day activities e.g. The news and weather
* Social media can influence how this concept works as fast stories are coming to are giving false sense of security.
Personal identity
* Personal identity explain how being a subject of the media allows us to confirm the identity and positioning of ourselves within society.
* The use of the media for forming personal identity can be seen in music videos/ films. Pop stars can often become big role models, inspiring young children everywhere (which is why there's such an outcry when one of them does something wrong).
* Personal identity when consuming a media product allows us to associate and relate to the product directly making us feel gratified in one way or another making us understand that we share our identities making us feel 'normal' and accepted.
* Different genres allow people to identify in different ways to different genres allow people to identify in different ways to different elements
How do these music videos reinforce personal identity?
* What features in video 1 allow an audience to personally identify with it?
* Does it appeal to only one age category?
* Does it appeal to only one gender?
* How does it address issues that all members of society can associate to and why does it make the profit successful?
* Did you identify with this video?
How does this reinforce personal identity?
* What features in video 2 allow an audience to personally identify with it?
* Does t appeal to only one age category?
* Does it appeal to only one gender?
* How does it address issues that all members of society can associate to and why does it make the product successful?
* Did you identity with this video?
* The script 'breakeven'
Personal relationship (with the media)
* This section fines in text parts: Relationship with the media & Using the media within relationship.
* We can form a relationship with the media, and also use the media to form a relationship with others
* Many people use the television as a form of companionship. This may seem sad, but think about how many times you've watched the TV on your own, or with other people but sitting in silence
* The television is often quite an intimate experience, and by watching the same people on a regular basis we can often feel very close to them, as if we even know them. When characters in soap or film die, those who have watched that person a lot often grieve for the character, as if they have lost a friend.
Personal relationships with the media and fictional characters
* Have you ever cried at a film or TV drama?
* Have you ever got attached or idolised a character?
* It is vital the audience created this connection as it not only makes them want to consume the product and associate with it but they want to carry on consuming the star also
Personal relationships Roth the media and fictional characters
* Why do the media create/ promote these relationships?
* They appeal to a mass audience
* They appeal to a mass audience
* They make us able to relate to the characters and narrative
* It helps us understand social issues and issues we have encountered to help up deal with emotional times
* Media is there to support the audience
Personal relationships
* Using the media within relationships
* Another aspect to the personal relationships model is how we can sometimes use the media as a springboard to form and build upon relationships with real people.
* Having a favorite TV programme in common can often be the start of a conversation, and can even make talking to strangers that much easier
* Some studies suggest that some families use sitting around watching the television as a stimulus for conversation, talking to each other about the programme or related anecdotes while it is on. (Take goggle-box for example)
Diversion
* The diversion need describes what's commonly termed as escapism- watching the television so we can forget about our own lives and problems for a while and think about something else
* We watch music videos/films to take our mind off our every day lives, we want to distract our self from the problems we are experiencing. We want to see that people experience the same feelings as we do and want to forget about our own problems and focus on some one else's
* The reception theory states that media texts are encoded by the producer meaning that whoever produce the text fills the product with values and messages
* The text is then decoded by spectators
* Different spectators will decode the text in different ways, not always in the way the produces intended.
Producer encodes message/ meaning:
- Dominant or preferred
- Negotiated
- Oppositional (regect the meaning you don't believe it)
Factors that can change the meaning:
- Job / roles
- Personal experiences
- People you are watching it with
- Gender
- Education
- Emotion
- Age
- Ethnicity / religion
- Views on life,music
- Hobbies
Dominate
* The dominate reading if s text is that the audience view the media text in the way the producer intended
* The audience agree with the ideology and message behind the text
* the audience will view the message in the producer wanted them to
* The ideal consumption has been met and the institution happy.
Negotiated
* This is a compromise between the dominant and oppositional readings, the audience accepts the views of the producer but also had their own input and understanding in relation to the text.
* They do not agree or disagree, they however can see the point being made in relation to the reading yet still have their own opinion
* For e.g. They understand what the institution want the message to be and how they are supposed the consume the text, however they not fully conform with the message
Oppositional
* The audience rejects the preferred reading and create their own reading of the text
* The audience reject the meaning fully as they do not agree with the message created for the audience
* The audience reject the message fully and interoperable the text in the wrong way, the may be offended, upset and fail to see the intended message from the institution
Smack my bitch up
Dominate
* Unnaturally for a women to act in this was, the audience doesn't see women in this way they shouldn't behave in this way
* It show that you judge someone before you know them, they may want to display that taking drugs and alcohol has a negative impact on young people and to turn them off illegal drugs.
* It is showing the negative impact on taking alcohol and drugs and that is unnatural for women to act in this way
* It makes us realise that we allow men to act in a more negative way (more acceptable)
* To shock the audience.
* When people think of domestic violence they think of a man hitting a women so this challenges this view
* The music video wants to reflect the ideology of the band (controversial)
* Don't be sexist, don't stereotype
* Breaks societies dominant opinions
* Make us reconsider how we judge people
* Shouldn't judge people before you know who they are
* Negative impact of drugs
* Educates the audience what drugs use can do to people's
* Try to make the audience be more open minded
* Both men and women can live this lifestyle
* To make the audience it's not just males that can behave in this way
Negotiated
* Women as should as violent more often than not, and seen as reckless
* People might be shocked at this behaviour and watch it for this reason but they don't agree with what happens in it.
* Agree with what the video challenges but not agree with all aspects
* It fits the artists and how they represent themselves, however it is a bit too graphic.
* They understand the message but they don't agree with it they may be against drugs and violence
* All though the message is delivered in an unacceptable way the message is still clear and valid
* The message of this is still clear, even though the stereotypes are negative
* It shows you the negative effects of drugs but they don't fully understand why the product was made in that way.
* Not because she is a women that she is acting like that it's because she is on drugs
* Its very interesting and keeps the audience interested even if you don't like it
* Sends out a good message not to be sexist but wasn't necessary to show nudity
* Twisted people expectations, however because I don't expect these actions from women therefore they don't agree wife video
* They won't like they amount of illegal things that happen in a video but feel like it's necessary to get the message across
* Shows hard reality of drugs
* juxtaposes mainstream music due to the controversial video ad it would put off a mass audience therefore it becomes niche
Oppositional
* The audience could see this video as they to vulgar and controversial
* It's Explicit illegal activity makes most people in society disagree
* Sexist
* Plenty of explicit content making the audience reject it due to feeling uncomfortable
* It's to explicit and the images should not be presented
* They may reject it because they feel women shouldn't act the same way as men
* They disagree with the the mess shown
* Religious people may be against drugs, same sex and violence
* Objectifying individuals
* Drugs, sick and sex
* Offensive and inappropriate
* Close minded views
* Seen as an unhealthy life style so shouldn't be represented
* Not a fair representation of women
* Do not agree with the negative representation if women
* May make people angry as it is promoting drink driving, violence etc
* Don't agree with how they gay community are represented
Bordwell and Thompson's theory say that all narratives should have a plot and story. The audience are lend to believe in what they can see and assume things which aren't actually there. This is demonstrated in Taylor swifts music video Bad Blood. The plot is about getting revenge on her friend who has upset her. The story shows the first entail fight which makes is why Taylor wants revenge, then the training process and finally actual revenge scene this includes them walking across no mans land and the only fighting we see is Taylor and Selena going to Grab each other however because of the oversize fire covering the background we assume world war three is about to start.
Sven Carlson says they are three different areas to a media texts which are, performance, narrative and abstract. Taylor Swifts music video 'Bad Blood' has a narrative and however there is no abstract style in this video. Taylor features in the video and sings in it however she isn't actually performing in it on stage with a band.
Tim O'Sullivan's theory says that all media texts tell a story which you can watch and relate to. In Taylor Swifts music video 'Bad Blood' the narrative is all about falling out with your best friend and fighting with them. society as a whole can relate to this situation because most people have fallen out with a friend or family member, boyfriend or sibling. O'Sullivan says there is a communication flow, the raw event, text and audience. in this video the raw event is the first scene where we see Taylor and Selena are fighting in the office, this is what started the fight between them in the first place. this scene is set in an office which is a general working area for most of society therefore they can relate tot he mise-en-scene.
Todorov's theory is about five stages, the first stage is about equilibrium, which means balance, this is where everything is satisfied, calm and normal/ the second stage is about the stability being disrupted by some kind of force, which creates a state of disequilibrium. the third stage is the recognition which the disruption had taken in place. stage four is only possible to re-create equilibrium though action directed against the disruption and finally stage five is restoration of a new state of equilibrium. The consequences of the reaction is to change the world of the narrative and/or the characters so that the final state of equilibrium in not the same as the initial state.
Pam cooks theory is about the structure of the classic narrative system. In Hollywood there is a standard narrative structure which is, a linearity of cause and effect within an overall trajectory of enigma resolution, A high degree of narrative closure. and A fictional world that contains verisimilitude especially governed by spatial and temporal coherence. In Taylor Swifts music video has a clear cause and effect of the narrative, this being the entail fight.
•Stage 1: A point of stable equilibrium, where everything is satisfied, calm and
normal.
•Stage 2: This stability is disrupted by some kind of force, which creates a
state of disequilibrium.
•Stage 3: Recognition that a disruption has taken place.
•Stage 4: It is only possible to re-create equilibrium through action directed
against the disruption.
•Stage 5: Restoration of a new state of equilibrium. The consequences of the
reaction is to change the world of the narrative and/or the characters so that
the final state of equilibrium in not the same as the initial state.
Equilibrium mean balance
Narrative of events work on a. Clause and effect balance
* It was carefully tells a stories about ourselves- not usually our own personal stories but our stories as a culture or set of cultures.
* Narrative theory sets out to show that what we experience. We read stories to understand a particular set of construction, or conventions and that it is important to be aware of how these construction are out together
Music videos are adverts, this is from the mise-en-scene
ABBA
First pre recorded band
Their songs relate to their lives
* The first Video to make on video not film was Queen- 'bohemian rhapsody'
When it was realise the video became more popular than the song
Live performance,
Costume
Make up
Instruments
Spot lights
Close ups
Fade in out
Jump cuts
Special effects
Tropes- established signs identifiable with a form/ genre
Television would see it
MTV (early 80s)
First Video "video killed the radio star"
Michael Jackson
" due to my soon We sonar convictions, I wish to stress that this film
Thriller video cost $1m the best special effects at the time also the biggest selling album of all time
Narrative twist - second diegesis it was actually a film
Looks like he is playing the piano but he is writing the lyrics ( self reflect- aware of its own form ) (post modernism)
Focus on the piano player, pan round to the singer as he walks around the Piano, then leans on the piano
Cut to new scene
Text on screen conversation about audition( non diegetic material)
Cuts to old tv screen with them performing on stage, pink lighting/ red/ orange
General blue light on black stage.
"I love you from the bottom of my pencil case" this identify gender and age because young females have pencil case
"I love because you put me in my rightful place" she puts him at the top of the charts
They find a (main star) the blancmange (metaphor for how pop stars are moulded) and then they get famous the lyrics sound like they are doing it to empress a girl
At the end they come together because they eat the blancmange, one hit wonder
Laura Mulveys’ theory is 'The Male Gaze' it's about how
women are seen in television programs, music videos and films. This theory
mainly applies for women in olden day’s films however it is also seen in the
media today. She claims that women are only in the media for men’s desire who are in the films and the men who are watching at home. Women are seen as sexual objects. Her
theory suggests that women are made to act in a sexual ways to please the men.
However in media products today the women do this because they know it will get them more viewers and fans which means more money this is shown throughout Taylor swifts' 'bad blood'. Thought out the video we see outfits which are suggestive for the male viewer' attention, however we also see a lot of fighting take place which in unconventional for a women and in the first scene contradicts Mulveys' theory because they are fighting the men not trying to impress the men. We still see elements of cinematography which evident her theory for example we see a medium shot of a women legs and this is the first shot we see of her which straight away gives sexual connotations because we are seeing her as an object not as a person. There are also elements of slow motion are connotations of a typical scene with a gorgeous women in.
Richard Dyer's Theory 'The Star Theory' is that 'stars' are not really. Celebrities pretend to be something they are not to aspire to what the institutions want them to do to set an example for their fans and be a role modal for them. However they have many different characters to play for example Taylor Swift, Ellie Goulding and Selena Gomez all play their own roles as their fake selves but in Taylor's music video bad blood they all have a new conformed identities. Taylor plays 'Catastrophe' who is looking for revenge on Selena's Character 'Arsyn' for pushing her out the window. Ellie Goulding plays 'Destructa X' who is on Catastrophe's army to get revenge. Dyer's theory is shown excellently well in this video because it shows them clearing acting as something they are not demonstrating they are 'fake'.
Tessa Perkins's theory is all about stereotypes. She has five assumptions which identify a stereotype these are, stereotypes are not always negative, they are not always about minority groups or the less powerful, they can be held about one's own group, they are not rigid or unchanging and they are not always false. In Taylor Swift's music video there isn't any common stereotypes. Women are usually understood to be a damsel in distress, however in this video the women are seen as the heroes and villains which is unusual. Perkins says that stereotypes can not rigid or unchanging. This video goes against that theory however it still hasn't changed how women are identified in general but it touches on how women now can do most things men can for example fight in the army.
A stereotype is group of people which are associated with different things like words, clothes, colours
Assumptions which we think about the way people look and act
Stereotypical groups at wyke
Indie
Btech sports turds
Twats/ dickheads
Bitches
Couples
Smokers
Geeks
Posh
People that just don't care
Art crew
Science lot
They come from films, media, past experience.
Stereotypes are exaggerated truths
And we aren't always correct
5 assumptions
* Stereotypes are not always negative (French are good cooks)
* They are not always about minority groups or the less powerful (upper class twits)
* They can be held about one's own group
* They are not rigid or unchanging (can change but very hard to change)
* They are bit always false
Stereotypes aren't always negative
Not always about minority groups or the less powerful people assume this but it's not always the case can make stereotypes on above classes both positive and negative
We still stereotypes our group
They are not rigid or unchanging
One a stereotype has been created it is really hard to change it but over time it can change and develop
They are not always false
* They have some truth
* We read stories in the media , watch films etc help us shape and understand these stereotypes
* We may witness it first hand or second hand however there bust be some truth in a stereotype otherwise the ideology behind them would have existed in the first please
- First hand when you know say a police officer and you stereotype them
- Second hand when you stereotype a police officer from the media
* Stereotypes are usually wrong
* Negative concepts
* Based stereotypes in things we still media we stereotype stereotypes
* If we didn't have stereotypes we wouldn't understand society
The sheet
* Taylor is stereotyped as a helpful caring women
* The normal stereotypes of a pop star who is stereotyped to be a sexual objects she conforms to it in a clever way
(Good quotes to use in exam when applying this theory)
"Star are commodities that are produced by institutions"
"A star is a constructed image, represented across a range of media and mediums"
"Stars represent and embody certain ideologies"
Stars are not real, the stars we look up at aren't real people, stars are products. Institutions consume stars to make money - this is dyers theory
Magazine, films etc explore the significance of stardom.
This doesn't change within genres however they will adapt to the genre
Star theory
Dyer developed the idea that the viewers perception of a still I'd heavily influenced by a he perception of its stars, and the publicity materials and reviews determine the way that audience experience a media text.
With this in mind, dyer analysed critics writing, magazines, advertising and the films themselves, to explore the significance of stardom.
A star is an image not a real person they are constructed for a financial gain.
Stars gain a representation of themselves, they have to present themselves in a certain way to what the institutions want them to do, the give a false representation, give off a certain part of them.
Independent still have the same representation won't change as much to them original selves
Dyer's star theory is the idea that icons and celebrities are constructed by institutions for financial reasons and are built to target a specific audience or group of people. Dyer's theory can be broken down in 4 key components
The four bullet point will be used in our own work
* Stars as construction
* Artificial images not real people to make people want to consume them, they are present as real people because they are but they change certain aspects of them. Certain outfits, props like to a person, gold cone bra- Madonna. Film stars are present in different ways because they play different characters. Stars are not real even though we think they are, they are always acting so we don't know they are fake.
* Audience and industry/institutions
* Stars are manufactured by an industry to make a profit, they change their stars and present them how they want them to be seen, for example Simon cowel says the X factor is to find someone new but they are all the same he build a constructed copycat star like one direction, certain costumes stars were they are copied for audience to consume like fancy dress, Cheryl Cole this makes them consumable and give the industry profit
* Stars share cultural values and attitudes to promote a certain ideology and is also what makes them a star by having such a powerful influence an audience. We copy off an construct we consumes something that is not real we prompt these 'stars'
* Ideology and culture
* Having dominate star quality makes them more desirable, these stars present themselves in a real person, this makes us believe that we can establish them as a star and a Person, because of Instagram and social media this makes us see them as a person but isn't what they are like, we are conformed to this ideology that stars life's are perfect for example they out pictures of their children on Instagram looking adorable but they wouldn't put a video on of them screaming they want to look like a good parent
* Characters and personality
* 'Ideas of people are supposed to be like' because audience feel they need to be like the stars. I they are constructions of what an audience want to consume but not a real identity
* They make society fake because they want to be like these fake stars
Paradox
If stars was present in a normal way they wouldn't be unique
As an audience we understand the image that is presented
Star images and motifs
For stars to be an established artists or bands to make an audience want to carry on consuming them they create an iconic image or motif which is reoccurring to make you remember them
E.g. Fonts, logos, imagery
Red hot chilli peppers
Logo used across all over their products
Motif is something which is carried though out all of the artists or bands products
Her theory originally was how women was shown in films
Women should be seen not heard only in films for men in the film for men watched by men only there to be desired. Seen as a sexual object.
Male gaze occurs when the audience is put into the perspective of a heterosexual man. A scene may focus on the curves of a woman's body, putting you the viewer in the eyes of a male
It is the male gaze theory is the curves are highlighted with septic conventions camera movements, slow motions and cut always.
The male gaze denies women human identity, status of objects and to be admired for physical appearance this is 'masculinizes' the audience
They theory suggests women can often than not only watch a film from a secondary perspective and only view themselves from a mans perspective
Three main ways for feminists:
How men look at women
How women look at themselves
How women look at other women
Men focus on the sexual features of a women and see them as an object . Men focus on things like curves or other parts of bodies they see women as sexual objects ( Megan fox fixes the car does something a man would do you forget that because the camera angles make her look sexual)
Women are made to feel negative about themselves when viewing other women , they pick fault with their own appearances and gives them a self esteem. Women look and themselves and compare themselves to a unrealistic role model.
Women look at other women to shake other identities. They take elements of what they like from women they see to try and construct an identity they deem fit and desirable for society. Women look at other women and compare themselves to them to create an ideal version of themselves.
v1:
- in her underwear showing off in a sexual way to the man her costume was for his needs not her comfort
-mans point of view peeving on women getting undressed he was admiring her, she is using her sexuality to Impress the man and get her on way
- dismiss the maid because she doesn't have a sexual way like the other women low angle only wearing towel
-focused on legs and feet first looking at her body before you saw who she was ( looking at her body shows looking at her body is more important than knowing who the character is)
Scouting For Girls - She's So Lovely
first shot of her walking in looks at legs
"feels her cloths"
Slow motion actions of the women
Smiling
"Fitty"
Close up bitting lip
"Makes me druel"
Close up of hips
Men starring at her
"I don't know how I can make it though this" can't control his self
Stucking on straw looking at him(sexual connotations)
Men opening mouths
Hands on hips
Finishes looking at legs like
"She looks just looks like them girls in vogue"
Centre of attention
Men competing for her ( bowling rink connections)
The Killers - Mr. Brightside
Women all over men
Dressed up as fantasy characters
Women are there to sexually entertain the men
Close ups women's face
All about jealousy
Touching the women
Women performing for the men
Playing a game to win the women
Blurred shots on the women and man dancing like dying
Women left alone vulnerable
Moulin rouge theme can can girls dance tease lifting dresses up
White face purity lifeless no personality she doesn't matter she is there for the men only glowing to the guy who likes her
