4. Recap - FORM
• Denotation – first level of meaning; what the
text is/what we see/what the elements are
• Connotation – second level of meaning; what
the audience understands from the
text/element based on our cultural position
5. Recap - FORM
• Anchorage – (usually written text) that is
there to secure the meaning of the original
text
• Genre
• Narrative
• Mise en scene
• Cinematography
• Editing
• Sound
6. Recap - AUDIENCE
• Target Audience – who the broadcasters aim
their products at. Usually defined by age,
gender, income, class
• Active Audience – We use the media in a
knowledgeable and knowing way. It benefits
us. Linked to the term Media Savy and Media
Saturation
• Passive Audience – The media impacts our
lives, thoughts, habits without us realising
7. Task
• Using your own products complete a basic
flow chart with the theories we just recapped
• Close ups to show reaction
• Linear narrative focusing on
real life issues
• Teen drama
Form • Moody establishing shots of
sky to connote trouble is
coming
• 16-22, mostly male,
student or unskilled
work
Audience • Audience watch to find
relieve boredom &
laugh
8. FORM
Sam Slatcard
Shots
The Acronym moves from the essential
Angles technical considerations for moving image
Movement through to the construction of individuals
and personal qualities conveyed.
Sound
Lighting Of course, you're not going to
Anchorage forget Audience or Narrative or Genre.
These are central to why any of the above
Typography are used in the first place.
Colour
Address (...as in Mode of Address)
Register
Dress
9. TASK
• Make a list of ALL the different elements you
should look at under FORM when thinking
about Television products
• Make your own acronym to help you
remember i.e. S.A.M. S.L.A.T.C.A.R.D
10. Audience Theory
• Three key questions:
1) Why do audiences choose to
consume certain texts?
2) How do they consume texts?
3) What happens when they consume
texts?
Why, How, What?
11. Audience Theory
• There are three theories of audience that we
can apply to help us come to a better
understanding about the relationship between
texts and audience.
1. The Effects Model or the Hypodermic Model
2. The Uses and Gratifications Model (Blumler &
Katz)
3. Reception Theory (Stuart Hall)
12. The Effects Model
• The consumption of media texts has an effect
or influence upon the audience
• It is normally considered that this effect is
negative
• Audiences are passive and powerless to prevent
the influence
• The power lies with the message of the text
• This model is also called: The
Hypodermic Model
13. The Uses and Gratifications Model
• The Uses and Gratifications Model is the
opposite of the Effects Model
• The audience is active
• The audience uses the text & is NOT used by it
• The audience uses the text for its own
gratification or pleasure
(Blumler & Katz)
14. The Uses and Gratifications Model
• Here, power lies with the audience NOT the
producers
• This theory emphasises what audiences do
with media texts – how and why they use
them
• Far from being tricked by the media , the
audience is free to reject, use or play with
media meanings as they see fit
15. The Uses and Gratifications Model
• Use your phones or the computers to find
out what the uses and grats model is said to
help people do.
• Working in random groups of 6, everyone
must contribute to the list in order.
• Annotate the list to show which areas you
use
• Summarise on how useful this theory is in
explaining active audience types
16. Speed Summary
• You have two minutes to summarise todays
new knowledge and one minute to test out
another member of the class who you
normally don’t talk too!
