- This question is worth 20 marks.
- I will spend at least 40 minutes on this question.
- Question 9 or 10.
- I have to debate, Passive and Active audiences (positive and negative impacts).
- 10 marks is a Level 2 basic.
- 16-20 marks is level 4.
- Unlike Q6, this will be a quote. We have to argue for and against.
My example MUST be recent.
Reasons for complaining about Nicole Scherzinger on the X-Factor (2019):
1- Effects on children
2- Pre-Watershed (7pm Saturday)
3- Choice of mine en scene
4- Choice of gestures was revealing and provocative.
Negative: promiscuous behaviour of a female, young children may mimic gestures and costumes, they may see her as an ideal self (Carl Rogers 1980). It also reinforces Mulvey's theory of women as an object for men. It also promotes unrealistic beauty standards for women and could be damaging to a young impressionable audience.
Positive: An example of a post-feminist woman, using her image to be dominant and make money. It's female empowerment; it's inclusive in showing variety of women controlling the stage.
PASSIVE AUDIENCE THEORY
Adorno/Packard (1979)
Hypodermic syringe- media has a negative impact. In 1940-50s the mass media were perceived as an extreme influence. This is patronizing as it perceives the audience as very impressionable mindless sheep.
Craig Anderson (2007)
We are overexposed to violent content and have become desensitised to it. The danger is that we will not react accordingly to violence in real life scenario. Focus on mise en scene, violence, gestures, props. Is this violence emphasized by incidental music. However, Chris Ferguson (2012) agrees but there is no long-term link.
Gerbner & Gross (1979)- Cultivation theory
We believe what we see in TV and film. The more we watch the more blurred the line between fiction and reality becomes. The media cultivate these messages that aren't real.
In terms of violence this is called 'mean world syndrome'. The more people are told by news and TV that the world is violent the more likely they are to believe it.
Cohen (1972)- Moral Panic
The media is very good at feeding into social issues and social worries. When the 'mass media' demonize groups, people or products that they believe become a threat to society, values and interests. E.g. abortion laws in America, beauty standard etc.
Butler 1993- representation of gay people. They are stereotypical.
ACTIVE AUDIENCE THEORY
Gauntlett (1995)
As an active audience member we are able to filter and adapt our media content. We can separate the good from the bad, we are intelligent enough to know not to copy everything we see on screen. Where in my product can an active audience member filter and adapt what they see on screen? In House Of The Dragon, the active audience can recognise that slicing someones head in half because they oppose you is morally incorrect as the explicit violence is within a fantasy realm.
McQuail (1972)
We use media to fulfil different uses. There are 4;
1) Surveillance- learning about the world, where in my product is awareness raised?
2) Escapism- using media products to escape reality, Dragons and fantasy world.
3) Personal Identity- (linked to Rogers 1980 ideal self/partner), antiheroine Rhaenyra overcomes misogyny: progressive and post feminist.
4) Social interaction- audiences build relationships with people talking about media products. Gives advice or receive advice. Audiences could talk about practical effects and CGI.
Rick Altman (1999)
Genres offers pleasures.
Visceral- violence of the world
Emotional-
Intellectual-
Stuart Hall (1980)
Encoding/decoding model.
Preferred reading- what does the producer want you to understand. audience accept the most transparent meaning following the dominant viewpoint/ideology/story: Injustice of women within society and hierarchy and how women are mistreated by the world.
Negotiated reading- partially agree with meaning but make their own opinions
Oppositional reading- understand what the product is about but you don't agree with it at all.
BBFC Age Rating of 'House Of The Dragon'
BBFC (British board of film classification)- The UK age rating for my product House Of The Dragon fluctuates between episodes. Episode 1 and 4 are rated 18, whilst episodes 2, 3, 5-10 are rated 15. These ratings are accurate as explicit violence, gore and sex and nudity are shown on screen in the episodes rated 18. An example of this is when the Queen is giving birth and receiving a non consensual emergency C-section whilst she is still awake. The scene is bloody and distressing and results in the death of the mother and child. Whereas the episodes rated 15 feature a reduction of gore, sex and nudity.
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