A2 Media

The word genre originates from France meaning 'a kind' Like other aspects of media, genre has a set of codes and conventions which help identify what the audience is viewing in terms of content. These conventions include, characters and story, set, technical and audio. All contributing to the overall effect that the genre illustrates. Sub-genre and hybrid genre's also exist which tend to attract a narrowed down audience compared to genre as a whole. Many people are interested in sub genres as it can include two or more areas of film they like such as romantic comedies. Codes and conventions are mixed to create these hybrid to satisfy audiences pleasures. Considering  genre theory  before choosing my final genre is essential as it may help my approach in choosing my final genre for my short film. Henry Jenkins- American media scholar, professor of communication, journalism and cinematic arts. Jenkins sees genre as constantly breaking rules. Takes on a Modern approach

Any media text is constructed with the audience in mind yet sometimes a certain text tries to construct a completely new audience. These texts are constructed by people who themselves are apart of a particular audience. The idea of the audience is a way of trying to think about a group of individuals in one go.  what is an audience: you target market members of society  people who use media to satisfy own needs there are so many aspects that make up an audience. Without the audience, a media text would not have any chance at success. It is such a significant part of researching when creating a media product.  There is a wide set view that audiences are 'couch potatoes' which has evolved into the view that the producers and audiences have now merged to become one on platforms such as YouTube.  The audience is a set of individual readers who can actively make their own meanings from a piece of media text. Being apart of an audience is something you do rather

After completing my previous post, I have developed more knowledge into audience theories. Clay Shirky- ‘end of audience theory’ This is a development of Gauntlett work. He argues that audiences are prosumers and before it was a fragmented activity yet people now work in groups to produce media products. His theory identifies new audience groupings which include: Crowd funding Collaborative projects Publicity campaigns  Shirky believes that organisations have to understand and respect the motivation of the billion new participants in the contemporary eco-system. The evidence for this is simple, its the connection in a network.  ‘Every consumer is also a producer and everyone can talk back’  He points to the old model and argues that the old model of producer-audience has broken down. We publish first and then filter. We find good stuff after the fact.  Chris Anderson - Long tail theory The long tail theory relates to the film industry in terms of distribution. Th

There are various theories behind audiences, how they view and consume media and the texts. Stuart Hall Stuart Hall was cultural theorist, political activist and a Marxist which significantly influenced his theory. The reception theory was created as Hall was concerned that the power of the media would create a dominant ideology of social values. Audience positioning refers to how different social groups interpret Mass Media text in which a producer encodes a message they wish to convey. Encoding: intentionally putting a meaning in a media text. Decoding: letting the audience interpret a meaning. Hall produced a model suggesting three forms of audience readings of a text. These were: The dominant reading The negotiated reading Oppositional reading Dominant reading (or hegemonic): the reader fully accepts the preferred reading. This is where the audience reads the text the way the director intended them to. The code will seem natural to them. Negotiated reading: the re

Sound used within any production is key. It enables continuity within a piece and often is used to form a narrative when speech is not used.  There a various forms of sound to use when creating a short film which include:  Diegetic and Non-diegetic   Both diegetic sound and non-diegetic sound is commonly used within moving media products. Diegetic sound is the sound which is present/visible on the scene, these sounds are ones characters are able to hear. This may include characters voices, cars passing or any sound made by objects in the scene. Opposite to this being the non- diegetic sound is the sound that is not visible in the scene and hasn’t been implied to present within the scene. Non-diegetic sounds often include narration,music to set a type of mood or sound effects which could add emphasis on a certain action or scene.  Within my production, both of these will be used. Without diegetic sound, I believe my own production will become uninteresting as there will need