Audience: audience theory blog tasks/questions

The hypodermic needle

1) The hypodermic needle is a theory in which people believe that aspects of media is used to help generate emotions and influence behaviours to the consumer/viewer in a negative way (can lead to dangerous actions or activities).

There are many ways that the theory had been implemented. One way in which that the article links with the hypodermic needle is one the most interesting debate in terms of relating with the youth. It involves the psychological members of the study firmly with the belief that video games (part of the media) influences peoples/gamers (especially the youth) to become aggressive. This is apparent in the line, "In the same way, repeated exposure to violent video games may have a cumulative effect on aggression". This quote conveys the fact that Professor Bushman believes that exposure to excessive violent games will increase levels of aggression than compared to the level before interaction with violent games. The powerful word 'repeated' illustrates the consistency that playing violent video games will lead to negative influences on the players social life. As a result, the information and beliefs of the data collectors believe that the media controls ones mind and can lead to them becoming out of control which can result in negative events or actions upon other peoples lives.  

The article link in with the hypodermic needle because the researchers believe that the media is controlling the person consuming it. In this context, they believe whoever play violent video games for long period of time (per week) are more likely to show signs of increase aggression. This is apparent in the line, "After playing a violent video game, we found that people expect others to behave aggressively". This quote reveals peoples end result to how the media effects us individuals and how we behave after consuming the media (in this case; video games). The use of a powerful word 'expect' suggests that the media that the individual consumes would also change their mind set into thinking differently. As a result, the article is an example of how people treat the media as an example of the hypodermic model.

2) The coverage of the TalkTalk hacking case relates well to the hypodermic needle model as the newspaper is able to go directly to the individuals that read them and it's very effective as the front page is what delivers the information before it's read. Many readers may be influenced by news which is the objective of the hypodermic needle. Someone may criticise this front page as the title is rather misleading with the word 'paralysed' but also the image makes the 15 year boy look worse than he is. In my opinion he did something right by exploiting the company for its flaws rather than being a criminal though the media will make him look bad to everyone else (e.g: black bar on face)

Two Step Model

1) I personally think that the two-step model is still very much relevant today since the increased use of social networks such as Facebook and Twitter, but more importantly the followings of celebrities on it where they're capable of voicing their opinions means that members of public are likely to be affected by their views. The celebrities that have a certain hold in media can influence the audience.

2) The model fits for this YouTuber as by having over 2 million subscribers and also making videos based on his opinion on certain issues within gaming, it's inevitable that some people won't be influenced by his views, perhaps even changing their own after watching the video.

3)The two-step model also works in this case since it shows that as mentioned before, celebrities on it, who can arguably be referred to as 'media leaders', have even reached levels of influence which ascends that of actual politicians within nations.


4) Jamal Edwards links to the model as he has more of an inspirational influence, in that his personal story can spur on people within his audience to become distributors of actual content themselves.

Narrative: narrative theory YouTube clip analysis

Propp- Character Theory:

This film trailer is from the movie Ant-Man, this contains multiple narrative theories. I believe that we should analyse the clip in detail so we will start off with Propp's Character theory. We see the employment of this theory with the Medium shot of the villain who has the typical stereotypes of being a villain (a person who was not fulfilling the ambition of the person was meant to mentor). We know that they are villains as in typical American blockbusters, this movie had a villain who had the attributes of a protagonist but is mentally exploited with depression of not succeeding in winning over his mentor's approval so had a unhealthy goal of trying to prove his worth. This sort of obsession is normal for an antagonist which is the main reason why they are always portrayed in a negative light. It is interesting as we see the false villain being the assistant before we see the frailties of the antagonist. The hero is portrayed as an anti hero, a has-been who has wasted his life in jail due to a robbery. We then see the princess who is the the little girl who will, inevitably, be reunited with her father who is the hero.

Barthes Narrative Theory:
We then see Barthes enigma and action codes in the very first opening sequence. The suit reinforces the enigma code which makes the viewers wonder what is so powerful about the suit and how it can affect reality. We then see another enigma code when the man is running by himself in a miniature form. This foreshadows something heroic is going to happen in the movie. The movie will have action codes especially when Ant-Man is fighting as the codes are evident in terms of why he is using his suit to have a greater purpose.

Todorov Narrative Theory:
The movie actually starts off with an disequilibrium, we see that there is a man inside a prison that is about to leave his cell. This is a disequilibrium as there is something emotional that is about to happen as the character makes it evident that he wants to make a life for his daughter. This is a way directors entice people into watching the movie.

Barthes Narrative Theory:

Enigma Code - Why did the man in yellow kill Barry Allen's mother.
                           Who's going to win?
Action Code - No action code present during this clip

Todorov Narrative Theory:

The scene beings at an equilibrium as the beginning of the clip seemed to be a normal day in the eyes of the protagonist (Barry/Flash) and the storyline seems normal. A few seconds into the clip Barry seeing the man in yellow triggers the disequilibrium as the villain has appeared and has altered the story line and has created a problem. There is no new equilibrium as the hero hasn't defeated the villain and the therefore the disequilibrium has not finished.

Propp- Character Theory:

The Villain - The Man in Yellow/Reverse Flash
The Dispatcher - Barry Allen
The Hero - The Flash

Barthes Narrative Theory:

Enigma Code - Why is Megatron trying to destroy Earth?
                           Will Megatron be defeated?

Action Code- When Megatron releases his lasher, it signifies that he is about to attack Sam in attempt to get the Allspark. The action of Megatron jumping down the building suggests to the audience that he wants to fight Optimus Prime and want's to create a problem. Moreover, when the army soldier places a laser at Blackout (helicopter Transformer)  it suggests that they are going to fire a weapon at it and when Blackout sees the laser is signifies that he is about fire his weapon and attack. Finally, when Sam stands up and ignored Optimus's request it suggests he is trying to kill Megatron using the Allspark (Cube).

Todorov Narrative Theory:

The scene begins with no equilibrium and and begins with a disequilibrium as we witness/see the villain trying to kill the protagonist. Further on, in the scene there is the new equilibrium set in place when the protagonist kills/deals with the villain which restores harmony and the storyline is settled again.

 Propp- Character Theory:

The Villain - Megatron
The Doner - Optimus Prime
The Helper - Optimus Prime
The Princess - The Earth and Sam
The Dispatcher - The Autobots
The Hero - Optimus Prime and Sam

Audience Pleasures: The Battle of the Christmas Advert

1) Which do you think is the most appealing and why? Try to use some of our audience theory in your answer.
I think the most appealing advert that I found the most moving was the M&S advert. To add elements that we haven't seen in our typical adverts regarding Mr Claus is fantastic as it shows the overall story from a different perspective. I love how it subverts stereotypes about the actions of Mrs Claus

2) Are there any audience pleasures that two or more of the adverts have in common? Choose two examples to illustrate your point.
Both the Sainsbury and Very's adverts were targeting the hardships of working and trying to spread the love of Christmas. The struggles that the characters had to go through to provide the needed love is admirable as it provides multiple pleasures towards the viewers. The visual pleasure of seeing the people delighted by their presents provides warmth inside a viewer.

3) Choose a different advert and identify the target audience for the advert. Answer in terms of demography and psychography. What tells you this?
The Heathrow advert is targeted towards the elder generation because the advert is successfully attempting to show the perspective of the older generation and how they are perceived when the are meeting ther families on Christmas. It is also aimed towards the ABC1 demographic as it is mainly targeted at families that live ordinary lives.

4) Why do you think Christmas adverts, in particular, often use emotive language and narratives to appeal to a wide audience?
The adverts are trying to have an emotional connection with the audience. This notion is apparent due to the fact that this advert is about Christmas and it is all about being around you're loved ones and they try to target audiences that can relate. They are trying to reinforce that notion about Christmas.

5) Choose an advert with a narrative and, just for fun, apply one of our narrative theories to it. Why does a narrative have a place in an advert?
There are many adverts to choose from but  John Lewis use narrative theories that I believe is unrivalled in terms of how they promote their business and also have a perception that they are the ideal family Christmas shopping store.

My Presentation - Feedback

Feedback

WWW: 

• Nice starter activity - much more challlenging and effective than my version!
• Engages class really well - confident, positive delivery with good use of humour
• Clearly good research and key details are helpful 
• Good to see history of history covered
• Excellent research on the financial side - clearly shows what a huge institution Viacom is.
• Excellent plenary
• Students have definitely learned about Paramount

EBI;

• Too long and too much text or the slides
• Like to see more focus on MTV as this is an important brand

Representation: clip analysis - dominant and alternative representations

1) List the different people/groups represented in the trailer (men/women/Americans etc.)

Males - There were representations of males trying to take charge and control a specific situation. This is apparent in the scenes when the men are trying to forger a fight back against the terrorists. This is clear as the men are giving instructions towards women. Also, all the main jobs that has authority is occupied by men which also strengthens the argument that men are more emotionally stable.

Women - Women in this film are shown to be the inferior gender in terms of confidence. The were distinct representations of women seeking assurance from the male counterparts. They were also obeying instructions from the men in the film.

Middle Eastern - This origin is mainly shown to be the cause of the terror. People are afraid of these people; there is examples of culture stereotypes in this film. The middle eastern characters are shown to be the terrorists.

2) For each group, decide whether the representation is a dominant or alternative portrayal.

Males -  The film shows a dominant portrayal for men as they are taking control of the predicament that occured.

Women - The film shows a alternative portrayal with the characters having a dismissive role.

Middle Eastern -  The film shows a alternative portrayal for middle easterners as they are shown to be the cause of the predicament that occured.

3) What stereotypes can you identify in the trailer?
There are stereotypes shown for each group. Males are shown to be the people that always have to take charge and control a specific situation. In the movie, the main jobs that has authority is occupied by men which also strengthens the argument that men are more emotionally stable and have the better jobs. Women in this film are shown to be the inferior gender in terms of confidence. The were distinct representations of women seeking assurance from the male counterparts. The constant obeying from the men in the film indicates that women need the physical and mental assurance. The middle eastern characters are shown to be the terrorists.

Psychographics

Institution: brand values

Nike

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal
Nike is famous for its advertising as well as its athletes. They are the twin pillars of Nike promotion. The company does not hire athletes simply as mobile posters. They are the brand as much as products, advertising, or the people who work at Nike. Nike's advertising has been as diverse as its athletes. Much of it has featured top names, but not all. One example that is well-known for reaching out to the global audience is the campaign ‘Just do it’. Ordinary athletes, people who might not even describe themselves as athletes; have found direct inspiration from Nike advertising.


Distil the brand values into one sentence of no more than 10 words.
Promoting their brand with the use of inspirational campaigns.

Sum up the brand in ONE word.
Sports

Adidas

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal
Adidas has a genuine respect for sport and this is apparent in its obsession for making the best performance products for athletes. The mission for Adidas is quite simply to become the "best sports brand in the world" and the leading performance brand in all competing sporting goods categories. The Adidas brand positioning is clear and distinct. This is achieved by producing the highest quality performance products at marketplace prices. Products will continue to be designed and developed to enhance the performance of all sports participants, irrespective of their age, gender or ability.

Distil the brand values into one sentence of no more than 10 words.
Adidas has an obsession of being the best sports brand.

Sum up the brand in ONE word.
Obsession

Amazon

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal

In the fast-growing world of e-commerce, there's Amazon and then there’s everyone else. Through Amazon Marketplace, it’s also created a vast village green where users can buy and sell items without ever leaving the site. It’s this breadth that has inspired customer loyalty that’s unparalleled among major retailers and increased Amazon’s brand value. The Amazon brand positioning is clear. This is achieved by producing the highest quality products for their marketplace prices. Products will continue to be sold in Amazon to enhance the loyalty of their customers.

Distil the brand values into one sentence of no more than 10 words.

Promoting their brand with the reliability of selling good products.

Sum up the brand in ONE word.
Dominance

Beats by Dr Dre

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal

Beats Electronics comprises the Beats by Dr. Dre family of consumer headphones, earphones, and speakers as well as patented Beats Audio software technology and streaming music subscription service Beats Music.  The Beats by Dr Dre brand positioning is clear. This is achieved by producing the highest quality products for their target audience.


Distil the brand values into one sentence of no more than 10 words.

Providing the best headphones, earphones and speakers in the world.

Sum up the brand in ONE word
Headphones