Media Mix

Richard Dyer

Theory of Stereotypes

Stereotypes categories individual into simplified groups based on traits or behaviours, these reflect social power dynamic where dominant groups impose their views on marginalized groups to maintain control

Example: Women are stereotyped as emotional , weak, objects for men

Men are stereotyped as emotionless, strong, blue collar

Laura Mulvey

Male Gaze

Women are presented through the lens of a man, often used to fulfil male desire with their action and body to appeal to male viewers.

• Often associated with voyeurism ( sexual pleasure through watching others doing something)

Example: Anime’s use over perverted character design to appeal to male audiences - Orihime from bleach

Stuart Hall

Reception Theory

Audiences are not passive consumers of media instead they actively interpret the meaning of media messages that are encoded in the content and the viewer will decoded the message based on their personal perception, there are 3 types of viewers

• Dominant Viewer - Interprets the message as intended by the producer

• Negotiated Viewer - Accepts parts of the message but also adjust it based on own perception

• Opposition Viewer - Rejects the intended meaning and interprets completely different to the intended way

Example: Black Panther viewers focus differently

• Dominant Viewer - African Pride and culture, the importance of representation

• Negotiated Viewer - Appreciates the Black identity but question the portrayal of violence and utopia of Wakanda without internal problems

• Oppositional Viewer - Sees Black Panther as perpetuating western capitalist values

Bandura

CopyCat Theory

People learn behaviours through observation, this imitation of behaviour is seen through influences like TV shows, Movies or Video Games

• People are more likely to imitate behaviour seen as rewarding than behaviour that is punished (Vicarious Reinforcement)

  Example: GTA is accused of a bad influence to young children who get access to the game as it promotes crime and murder through heist and the ability to respawn.

  Example: Game changers police shooting scene

Levi Strauss

Theory Of Binary Opposites

Contrasting term or ideas that are fundamental to the way Humans think ,shaping the perception of the world

Example: Bleach

• Good - Soul Reapers VS Bad - Hollows

• Life - Soul reapers guide soul to afterlife VS Death - Hollows devour these souls

• Order - Soul society represent structure and duty VS Hueco Mundo that represents Destruction and lawlessness

Propp

Character Theory

7 main character types in fairy tales and narratives that found across many cultures and genre reflecting a universal storytelling pattern

• Hero , Villain , Donor , Helper , Princess , Princess father , dispatcher

Example: Shrek 1

Todorov

Narrative Theory

• narratives typically follow a structure of Equilibrium→ Disruption→ New equilibrium

• This structure provides a sense of closure bringing a narrative to a satisfying resolution

  Example: Narratives such as “Little Red Riding Hood” follow this structure

Barthes

Semiotics Theory

• Signifier (physical Form e.g. Sound or Colour) and the Signified ( Concept or meaning that it represents) these sign and symbols are understood through cultural codes and influence our perception.

Example: The colour Red is seen as danger but also love - Loud audio is interpreted as scary or angry or confident

Semiotics

Meaning created and understood through things like images, colours, sounds

Example: The colour Red is seen as danger but also love - Loud audio is interpreted as scary or angry or confident

Intertextuality

Media references or borrow elements of another media product

Example: Family guy Star War ep as well as other references such as transformers.

Monopoly

When a Company or organisation have complete control over a particular market or industry meaning that they are the only provider or a specific product or service limiting competition

Example: Disney own major media organisations and brands such as

• Marvel

• Star Wars Franchise

• Pixar

• 20th Century Videos

Hypodermic Needle

Media messages are directly injected into the minds of a passive audience who accept/are influenced by the media without question or resistance

Enigma Codes

Hidden subliminal messages in media that create suspense and engage audience

Example: In the Barbie Movie the was many subliminal messages against the treatment of women in the Industry using scenes like barbie getting locked in a box to subliminally message about the controlling and entrapment of female actors and workers

Viral marketing

Promotion through encouraging people to share it with others through: Social Media, Videos, Memes that make people want to tell someone else about it

Example: UCC ice bucket challenge encourage people to spread awareness by partaking in the ice bucket challenge

Intellectual Property

Legal Ownership of: Characters, Names, Designs, Brands

Example: To Use a artists Song in a production you cannot just download it as the property isn’t yours, instead permission is needed or else it cannot be used.

Oligopoly

Industry Dominated by a Small Number of Large Sellers

Example: Netflix ,Disney, Hulu control huge amount of Film industry making it harder for smaller companies

Uses and Gratification Theory

Audience are active and seek out media to fulfil their needs (Information , Identity, Entertainment , Social)

Example: Love Island is watched differently

• Some Viewers watch to relax or be entertained

• Some watch to talk about it to friends or social media

• Some Viewers relate to contestant

• Some watch to be informed of modern dating culture

Diegetic Sound

• Audio in the films world

• Character can “Probably” hear the sound

• Audio comes from something seen or presence is implied

• Assists continuity editing

• May be: Speech, music in the story (sm1 playing n the background) ,Ambient noise, synchronous noise.

Non-Diegetic Sound

• Outside the films world

• Characters cannot hear it

• Assists in creating mood or drama

• Audio added post film making

• May be : Soundtrack, voiceover or dramatic sound effects

Ambient noise

Background audio that are naturally present in a location, noise from traffic or even crowds used to create a immersive continuity

Synchronous noise

unwanted sound that happens at the same time as the main sound or action in a scene this means background traffic, people talking nearby, or hums from electrical equipment.

Foley

Audio created by utilising everyday sound effect to create a more realistic and immersive experience

Mise-en-scene

everything that appears in front of the camera and how it's arranged, the setting, costumes, character positioning, lighting and props

Key Light

The brightest and main light on a subject, used to create unflattering shadows and often used for “scary camp stories”

Fill Lights

Softens the harsh shadows made key light, usually dim lighting to avoid washing out the details of the subject

High Contrast

Big difference between the light and dark areas in a shot that creates strong shadows and bright highlights, making the scene look more dramatic, intense, or mysterious.

Low Contrast

little difference between the lightest and darkest parts of a shot, it creates a soft, gentle look with fewer shadows and a more even tone across the scene. It is often used to create a calm, natural, or emotional atmosphere

High-Key Lighting

even light with very few shadows. It often uses multiple light sources to reduce contrast and make the scene look clear and upbeat.

Low-Key Lighting

creates strong contrasts between light and shadow. It uses a limited light source, often just one key light and little or no fill light. This creates deep shadows and a dramatic, moody atmosphere.