LO3 & 6 genre theory revision

Genre

Barry Keith Grant (1995) : All genres have sub-genres, and are devisable by generic elements.

Patrick Phillips (1996) : Genre offers audiences 'Comfortable reassurance' and genres fulfil audiences pleasures

Branston and Stafford (1999) : genres help to minimise risk and predict expenditures

Rick Altman (1999) : Emotional pleasures , visceral pleasure and intellectual puzzles 

David Bordwell (1989) : any theme may appear in any genre,



Narrative

Pam Cook (1985) : The standard Hollywood narrative structure should have :
enigma resolution - solve a problem
narrative closure - the audience has a definite ending usually happy 

Tzvetan Todorov (1977) :
- A point of stable of equilibrium
- the stability is disrupted, creates disequilibrium
- action against the disruption
- new equilibrium

Claude Levi - Straus (1958) : Binary opposition 

Representation

Laura Mulvey (1975): The representation of women

Stuart Hall (1995) : western and white cultures continue to represent different ethnicities in a negative way

Earp & Katz : Men are often represented as violent and controlling


Effects by the media 

George Gerbner and Larry Gross (1979) Cultivation theory, the longer you watch television the more you think that television is reality,
E.g people think that if you don't have big boobs your not gonna be happy and find love

Stanley Cohen (1972) moral panics and folk devils is when the mass media demonise a group of people or product
e.g the media has created the idea of cosmetic surgery being a folk devil


Representation in the media 

Stuart Hall (1980) all representations are mediated and encoded

Perkins (1979) not all stereotypes are negative

Alvadadro (1987)/ Hall (1995)  ethnicity is seen as exotic, dangerous, humours, pitied

Turton (2014) Hooligans cause trouble this is especially targeted at black and asian boys

Lloyd (1995) girls are 'double deviant' this meaning that if they commit crimes they are seen as double bad as men

Discuss the extent to which you agree with the regulatory guidelines

MYA cosmetics released an advert in the summer of 2018 demonstrating the effects of their cosmetic surgery, the advert targeted young impressionable girls due to the timing and placement of the advert.

Due to the advert being placed before the popular TV program love island which is known to have a 16-25 female target audience the placement of the advert catches all the viewers of the popular show.

The advert demonstrated models who had their breast enlarged and showed them on a yacht laughing and having happy emotions, the fact that the advert implies that the models are now happier and more successful due to their surroundings and emotions creates a negative mind effect on the impressionable young audiences viewing the advert.

The fact that we as an audience don't find the advert shocking even though the models clearly show off their breasts and a lot of skin due to the models wearing small and revealing bikinis demonstrates the desensitisation brought by social media and games such as GTA which show women only for the purpose of sex appeal and all the women being prostitutes. The desensitistaion is damaging as younger girls now think that taking pictures of themselves in bikinis is normal and this creating extra pressures to have the 'perfect body'.

The majority audience who viewed the advert were oppositional viewer, this being demonstrated by the ASA received hundreds of complaints about the cosmetic advert, this demonstrates that the audience weren't preferred viewing and just agreed with the information given but had their own opinion and disagreed with the ethics of the advert.
The advert shows the models and their enhanced features, this topic of cosmetic surgery has recently become a moral panics with many newspapers and tabloids reporting about the decision to go under the knife younger generations are taking, the people who do get enhanced features are therefore seen as folk devils to many people as they see cosmetic surgery being vain and not having correct morals.

The advert was created with the uses and gratifications in mind (Dennis Mcquail, 1972) as included in the advert is the idea of personal identity, the advert would be attractive to a certain group of the target audience who would see the surgery be an improvement on their personal identity and see the models as being an ideal self, another uses and gratification being included being an element of escapism due to the advert featuring various locations including a yacht, beach and pool and as well as this the advert is accompanied by upbeat pop/club music, the adverts tries to recreate a girls  holiday scenario this leading the audience to escapism as they can be immersed in the adverts and this leading to them being a passive audience due to the advert immersing them by the clips and music shown.

Overall the ASA deemed the advert too mental damaging to the young impressionable teenagers who were the aimed target audience, after receiving many complaints and many mental health charities expressing their fears of damage caused by the advert, personally i do agree with the ASA's decision and think that the advert should have not being broadcasted in the first place due to the questionable morals implied behind the advert about the ideas of a perfect body and an unrealistic ideal self being shown.

Defintions of key term.

Conglomerate - a large company that owns subsidiaries

Subsidiary - a company owned by a conglomerate

independent - a company that funds its own media and isn't owned by a conglomerate

joint venture - a production made by two independent companies

vertical integration - when a company produces, markets and distributes their own media

PamCo - a company that oversees all published media

Horizontal Integration - when subsidiaries advertise a conglomerates media

Synergy- when same colours and other graphic techniques are used throughout different campaigns to shows correlation between.

Public Service Company - funded by the publics money e.g BBC

Production Process - the process when producing a media product

RAJAR - Radio audience research board

BARB - Broadcasters audience research board

Below the line advertising - when a product is advertised to a small group or individual by both digital and print.

Above the line advertising - when a product is marketed towards a mass audience by conventional methods e.g AV, billboards

Viral marketing - producing marketing that will be spread on social media by the audience e.g sharing on Facebook

Web 2.0 - where web pages are interactive, this is part of TIM O'REILY and DALE DOUGHERTY theory and its known as the second phase of the internet

Demographic profile - when the audience has a demographic profile that describes the income, age, geographic location of the audience

Technological convergence - the convergence of many different media products into one singular 'black box' e.g an iPhone

Genre - dividing categories based on common elements these being called conventions and stereotypes

Representation- How the media shows different groups.

Narrative - The techniques used to tell the story and structure e.g Costumes, camera angles.

Connotation - what deeper meanings are retrieved from aspects encoded

Mass Audience - an audience that contains a large number of people e.g people from the age of 25-40

Niche audience - an audience that has a mall number of people and the media aimed at them is normally very targeted to the group e.g a fishing magazine

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