Emily Granger - Digital Media

Audience Theory - Uses and Gratifications The Uses and Gratifications theory was developed by Bulmer and Katz, it suggests that 'Media users play an active role in choosing and using the media'. Bulmer and Katz believed that user seeks out the media source that best fulfils their needs. (1974) The theory assumes the audience chooses what they want to watch for five different reasons.  Information and Education - The viewer wants to gain information, knowledge and understanding by watching programmes like Documentaries. Entertainment - The viewer watch programmes for the enjoyment of it. Personal Identity - Viewers watch for the recognition of a person or product and role models that reflects similar values to themselves. Integration and Social Interaction - The ability for media products to create a top of conversation. Such as the results of Strictly Come Dancing. Escapism - Computer games and action fil...

What is Genre? Research the opinions of genre for the following theorists: John Fiske, Dennis McQuail, Jane Feuer, Daniel Chandler and David Bordwell.  Use this information to answer these questions. 1: What is Genre? John Fiske: Fiske saw genre as 'convenience' for producers and audiences. Dennis McQuail:  "One could... argue that no set of necessary and sufficient conditions can mark off genres from other sorts of groupings in ways that all experts or ordinary film-goers would find acceptable" Daniel Chandler Chandler sees genre as 'too restricting' for instance genres are usually based on a distinctive type of text which classifies different types of media. He states that it is impossible for a piece of media to belong to no genre at all.  Jane Feuer: Feuer has divided way's to categorise genres into three different groups.  Aesthetic: Can organise according to certain sets of characterisations, and so the ov...

Personal Revision  - Narrative Theories Todorov's theory of narrative: Todorov concentrated on the structure of the narrative itself and identified five stages that all conventional narratives follow:  1: A state of equilibrium. (Everything is calm, but everything is not necessarily good). 2: A disruption of the equilibrium. 3: A recognition that there has been a disruption. 4: An attempt to repair the disruption. 5: A reinstatement of the equilibrium. (Usually better than the equilibrium at the start of the narrative). Claude Levi-Strauss - Binary Opposition: A binary opposition is a fair of related terms or concepts that are opposite in meaning.  For Media, we look at the idea of opposition put forward by Strauss that all narratives are driven by opposing forces such as: Good vs Evil Man vs Woman Hero vs Villain Few vs Many When looking for examples of how binary opposition an be seen in films, you can think about how ...

Unit One - Representation Analysis Lynx Advert: Male Gaze (Mulvey) Mulvey's theory of the 'Male Gaze' and that the idea that women in the media are seen only as sex object to heterosexual men is supported well in this advert. The woman is a 'Generic Type' of woman when trying to please men, which is blonde, white and skinny. This reinforces the Male Gaze theory and supports it. The advert is proving that the idea of 'sex sells' is still relevant today and, even though it's objectifying, still works when it comes to selling products. The woman in the image seems to be going along with the fact that she's only there for the Male Gaze which further supports this idea in the sense that woman accept the male gaze as it so constantly reinforced in media. In addition, caption that goes along with the image, further objectifies and demotes woman in the media. As it's clearly aimed at heterosexual men, it's basically saying that if man ...