G325 Section A Theoretical Evaluation of Production Concepts Question 1(b) Requires candidates to select ONE production and evaluate it in relation to a media concept. For grades at the higher level students need to weave into their discussion appropriate aspects of media theory. Advice : All students have copies of theory of genre, narrative, audience, media language (Goodwin’s Theory) and representation for revision.
Genre G325 Section A: 1b
You need to identify ONE of your productions in order to discuss this specific concept. Example Question: Analyze one of your coursework productions in relation to genre. (Jun 10) It is important that you weave into your answer aspects of genre theory to strengthen your discussion. Root your answer to precise references to research and specifically your own production. Use generic media language: costume, actors, performers, characters, diegetic/non diegetic sound, ambient/non ambient lighting, image, mise-en-scene and etc. Media language is used throughout your coursework booklet.
Genre G325 Section A (b) Essay Plan Essay: Analyze one of your coursework productions in relation to genre. (Jun 10) 1)Explain the brief you are working from 2)Gunter Kress Defines a genre as a ‘kind of text that derives its form from the structure of a (frequent repeated) social occasion, with its characteristic participants and their purposes. (1988) This means audiences will expect specific generic aspects of mise-en-scene or action. Identify an aspect from your production which audiences will be familiar with. You could also explain whether you have used, developed or challenged this convention. 3)Gledhill 1985{ In relation to the mass media, genre is part of the process of targeting different market sectors. This is closely linked to audience, therefore you need to identify aspects of your production which specifically targets and thus would appeal to your potential audience or fan base. 4)Katie Wales notes that 'genre is... an intertextual concept‘ whilst John Hartley suggests that 'we need to understand genre as a property of the relations between texts‘. Whilst Tony Thwaites. put it, 'each text is influenced by the generic rules in the way it is put together; the generic rules are reinforced by each text‘. If you have used a strong intertextual reference in one of your productions then you could reference one of these theories and link it to an example from your production. 5)Jacques Derrida proposed that 'a text cannot belong to no genre, it cannot be without... a genre. Every text participates in one or several genres, there is no genreless text' (Derrida 1981, 61). You may wish to discuss this comment by referencing Derrida and arguing how your productions has been influenced by genre or you could argue that your production is genreless? Reference an example/s. 6)Conclusion: return to the question and make a new point.
Narrative G325 Section A: 1b You need to identify ONE of your productions in order to discuss this specific concept. Example Question: Discuss the way the narrative structure of one of your productions enhances its appeal. Narrative is about the way you order your video footage (thriller or music video) or the narrative structure of your digipak in the selection and combination of image and text. Think about
•Video (thriller or music video) about why you have used for example, flashbacks, a circular or linear narrative, montage. Think about Straus’ theory of binary opposites and how this effect creates drama. We will go over narrative theory in class. •Print Productions: This is a more difficult concept to discuss with regard to print productions unless your digipak includes a form of story telling. •Students may argue that the concept of narrative is not appropriate to your music video. If this is the case then you need to be familiar with theories of narrative to argue your case.
G325 Section A (1b) Narrative Question: Discuss the way the narrative structure of one of your productions enhances its appeal. Possible essay plan – you need to choose which theory is most appropriate, it is likely you will only have time to discuss two theories. (Linked closely to audience) Remember narrative is the order in which a story is told. You must provide precise examples from your productions to reflect understanding of theory •Explain the brief (Video: Opening to thriller film or Brief 1 (music video) •If you are referencing your thriller you may wish to reference: Tvzetan Todorov - equilibrium, disequilibrium, new equilibrium. You must provide examples from your production which indicate equilibrium that is order, and whether the disequilibrium or disorder comes from a character or from the action. Because you have constructed the opening to a thriller then the new equilibrium or new order will not be apparent. The cliff hanger is likely to signify disequilibrium. •Music video: Barthes' Codes - Open & Closed texts – An open text is that we can start by looking at a narrative in one way, from one viewpoint, bringing to bear one set of previous experience, (inter textual references or cultural experience and create one meaning for that text. You can continue by unravelling the narrative from a different angle, by pulling a different thread if you like, and create an entirely different meaning an infinite number of times. Ambiguity in a text suggests different interpretations or readings. You can continue by unravelling the narrative from a different angle, by pulling a different thread if you like, and create an entirely different meaning an infinite number of times. Ambiguity in a text suggests different interpretations or readings. A closed text is where the meaning is unambiguous.
•Claude Levi-Strauss - constant creation of conflict/opposition propels narrative. Narrative can only end on a resolution of conflict. Opposition can be visual (light/darkness, movement/stillness) or conceptual (love/hate, control/panic), and to do with soundtrack. Binary oppositions. Think about if you use flashbacks which are in visual opposition to real time. This theory can apply to either your foundation or advanced production.
•Conclusion: Return to question and make a new point.
Representation G325 Section A: 1b The work you have done on Media and Collective Identity should help you with this answer. To answer this question you need to consider how ONE of your productions represents specific social groups: (It is likely that in a quality response you may only have time to discuss 2-3 representational issues). You may wish to consider whether your representations are traditional or stereotypes , developed representations or challenging representations. Explain brief you are working from in para 1. •Age/ youth •Gender – passive female active male. Music video: think about music industry dominated by male artists. Is your mise-en-scene dominated by a male/s if so then you are perpetuating the traditional convention within the music industry of the primary focus on representing aspects of masculinity. The same point can be applied to the thriller genre. •Social class •Ethnicity: Focus on British white demographic thus your production may not be representing a culturally diverse Britain and thus your representations are traditional in that British screens are dominated by white British characters. •Sexuality •Aspects of popular culture: negative/positive •Britishness/condition of England/region •Relationships Example question: Analyse media representations in ONE of your coursework productions You could focus on Goodwin’s theory in your answer : Goodwin: There is frequently reference to notion of looking (screens within screens, telescopes, etc linked to male and female artists) and particularly voyeuristic treatment of the female body.
Audience G325 Section A: 1b •
For this question you can revise from research you’ve done on identifying the demographic of your target for one of your media productions. • Your answer relies on identifying aspects of mise-en-scene which would appeal to your target audience. • Identifying aspects of one of your productions that your audience could identify with, for example feeling part of a group, that sadness is part of the human condition, that fear (thriller) is exciting…… • It is also important that you have a confident understanding of audience theory (Uses and Gratification Theory and Reception Theory) • Referencing audience feedback. • The media interests, lifestyle and consumption of popular culture by your target audience. Example Question : Analyse one of your coursework productions in relation to the concept of audience. (Jun2011)
Audience Essay Plan G325 Section A (a) All points need to be closely rooted to your production 1.Explain brief: Foundation Production (Video: opening to a new thriller film) Advanced production: Brief 1: music video (name of band and track) or identify one of your ancillary productions. Purpose: (Foundation Production: establishing genre and keeping audience hooked with cliff hanger: Advanced production promoting unsigned band/artist, genre. 2.Target audience – explain profile and relate to aspects of your production which this demographic would find appealing. 3.Uses and Gratification: Entertainment , cultural transmission (Laswell); Challenges hegemony? (Gramski) 4.Bulmer & Katz: Diversion – escape from everyday problems and routine; Personal relationships using media for emotional and other interaction, substituting text for sense of belonging, for lack of excitement etc; Personal identity: finding aspects of yourself reflected in texts. Learning behaviour and values from texts. 5.Audience Feedback, be objective and link to : Reception theory: Stuart Hall’s encoding and decoding model of the relationship between the text and the audience . (more detail in document I sent you_ 6.Conclusion: Back to the question and endeavour to add a new point with example from your production linked to theory.
Media Language G325 Section A: 1b •
If you choose to write about your Music Video in relation to this question then organise your question around Goodwin’s Theory :
1. 2. 3. 4.
Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band). There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting). There is a relationship between music and visuals (either illustrative, amplifying, contradicting). The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style). 5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
6. There are often intertextual references(to films, tv programmes, other music videos) …………….
• If you choose to write about your thriller opening in relation to this question: You can write about generic aspects of film language. The language of lighting camera angles and movement, costume, composition of shots, sound. Inter textuality. This is all film language. Example Question: Media is communication.” Discuss the ways that you have used media language to create meanings in one of your media products.
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How media concepts link with each other thus you can also reference another concept in your answer, for example in a question on genre you can also discuss representation. Genre
Representation of character archetypes. Locations, costume etc Audience are the gateway to exhibition. Audiences are influenced by genre and expect specific conventions to be in media texts. Audiences enjoy genre as a dynamic form, thus challenging genre has appeal (Tarantino as an example) Media Language These medium specific languages will often be closely connected to other media concepts such as genre or narrative and candidates are at liberty to make such connections to a greater or lesser extent in their answers.
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Narrative
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Representation
Also connected to the concept of audience.:
A sophisticated audience may enjoy a complex narrative style (Memento, Pulp Fiction..) For example flash backs, circular narratives… Audience: Linked to reception theory, preferred or aberrant readings of texts often reliant on agreed representations of specific groups, regions, shared culture, shared ideology.