Juno Story Board

Uses and Gratification theory

Uses and Gratification Theory Uses and Gratification Theory Uses and Gratification theory focuses on ‘what people do with media’ rather than ‘what media does to people’. It is a popular apporach to understanding mass communicaiton. The theory suggests that people use media, not only for entertainment as such; but for also to meet their needs in specific moments in their lives. This approach has implied that the media now have to compete to grab the attention of their viewers needs and gratification. This has created a theory that the media must find ways to engage the audience, whether it be through their past or current experiences/ emotions; and make it appeal to them. An example of uses and gratification would be ‘Personal Identification’, this would be linking to me, so for example a film that I find links to me in a personal aspect would be mean girls. This would be because it is a modern film, set in a high school with older teens. The plot is about girl friends; it also contains alot of humour. The reason why I chose this film is because I am still in school and spend the majority of time with my friends. Another form of uses and gratifications theory is ‘Information’ for example a film with a historical background, a reason why I would watch a film like this would be because I want to learn a bit about histotry and generations. A few examples are; Gladiator, this is set in Ancient Greek times; and focuses alot on the romans a few other films that are similar are Troy, and also One Million Years BC which is a 1966 British adventure/fantasy film; set in the time of cavemen. As well as Personal Identification and Information, a popular gratification is ‘Entertainment’ in other words, the porducers have to try and make sure that what the viewers are consuming gives them enjoyment and also enables them to forget about their current problems. A film I would watch for entertainment would be Jurrassic Park, this is because its an action film so it takes all of my attention away from anything else and I focus on the storyline. Another reason why I find it entertaining is because the actors are young so they easily relate to me. Lastly, ‘social interaction’ the kind of thing I would watch on TV to spark social interaction would be Waterloo road, or Britains got talent. This is because it produces a topic and almost a topic that everyone has in common. And also if I was watching it with someone our reactions and comments would be entertaining. And it would also start debates and opinionated conversations. A popular critisism about the Uses and Gratifications theory is that the public and their thoughts and feelings have control what the media do. Which isnt right because the media has responsibility for the influences it puts over the publics lives.

reception theory

Audience response Reception theory states that media texts are encoded by the producer; they are loaded with values and messages that the producer wishes to convey to the audience. furthermore, the text is then decoded by spectators. although, different spectators will decode the text in different ways that may not be similar in how the producer intended. There are 3 different encode meanings Dominate · How the producer wants the audience to view the media text. For example watching a speech and agreeing with it. · An audience member might take this reading because, they have clear messaging, the audience member is the same age/ culture, relevant to modern society, easy to follow narrative, deals with relevant themes or they like the chosen genre. Negotiated · This is a compromise between the dominate and oppositional readings, where the audience accepts parts of the producer’s view, but has their own opinion as well. For example no agreeing or disagreeing with a speech. · An audience member might take this reading because, the audience member likes the chosen genre, is of the same age as you and understands some of the messages, but the narrative is complex and this inhibits a full understanding. Oppositional · When the audience rejects the preferred reading, and creates their own meaning of the text. For example they do not agree with a speech at all. · An audience member might take this reading because, the video has difficult themes, may disagree with the message, dislike the chosen genre, it has a complex narrative, doesn't deal with modern day themes, audience member may have different beliefs, or a different age group. The factors that could affect the dominate, oppositional or negotiated reading: · Life experience · Mood at the time · Age · Culture · Beliefs · Gender

Criticism of Mulvey and Gaze theory

Some women enjoy being 'looked' at i.e 'Beauty Pageants and Modeling' The gaze can also be directed towards member of the same gender for several reasons, not all of which are sexual, such as in comparison of body image or in clothing. Categorising facial expressions: Women: •Chocolate Box •Invitational •Super-smiler •Romantic or sexual Marjorie Ferguson (1980) Men: •Carefree •Practical •Seductive •Comic •Catalogue Trevor Millum (1975) Key Theorists Beliefs Jonathan Schroeder (1998) 'to gaze implies more than to look at - it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze.

The Male Gaze

KEY THEORISTS BELIEFS Jonathan Schroeder (1998) "to gaze implies more than to look at - it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze." - this is why feminists disagree with the theory as woman are being seen as objects and men with higher authority over them. Feature of the Male Gaze The camera lingers on the curves of the female body, and then the events following are largely influenced by a man's reaction to these events. Woman are shown as objects. Also some people have noticed the sexualisation of woman when it isn't even necessary for the product/situation being presented. Criticisms of the theory The male gaze could be applied to a situation of the same sex admiring the look/body image/clothing of the other in jealous, not in a sexual outlook that the theory states. Also some woman just liked to be looked at. When looking at a music video such as 'Shes so lovely- scouting for girls' simple questions such as the colouring of a t-shirt or what shoes were worn by one of the main people they cannot be answered by the viewer due to the 'Male Gaze' . this term was constructed by Laura Mulvey in 1975; she believes the audience have to view the characters form a heterosexual male's point of view - this would be to only focus on the woman being presenting and not noticing much else.

My Film Pitch Idea

Perfect Penny

Penny is a girl who seems absolutely perfect, her hairs perfect, her skins perfect, her teeth were perfect even her ears were perfect everything seemed to be perfect and everybody who knew her thought she was flawless. there was just one little secret that penny was hiding.

at the beginning of my film it will open up with a crooked wicked witch casting a spell over a child. Straight after that it will be 20 years on in the future showing Penny strutting down the towns of New York, turning every head that she walks past, this will create enigma as it wont show the viewers what has happened to the child that the spell was cast amongst, this will leave them thinking, but by distracting them with a powerful entry of the main character will grab there attention more.

more about Penny..

So as you probably have already figured out Penny was the child that the Witch had cast a spell upon but what did the spell do?

Vogue, Elle, Cosmopolitan, Glamour.. Every Top magazine and modeling agency you can imagine wanted Penny as the cover or face of their designs. shoot after shoot penny was rolling in the fame and money everything in life was almost perfect for her. Nobody really questioned Penny on her shoes because every boot she wore was either Chanel, Louboutin, Jeffrey Cambell basically a well known beautiful shoe designer that you would have to pay at least £1000 per shoe for, so no one really noticed that the problem with her shoes were that they were always BOOTS! heeled boots, wedged boots, knee high boots, flat boots, ankle boots, mid calf boots.. every single boot you could possibly think of were cleaned and stacked in the £20,000 wardrobe that Penny had in her house.. or lets say mansion.

Penny's boots

Every shoot that was held, Penny did not remove her boots. some people thought it was confidence problems as others thought it was her signature look, she was always asked the same questions over and over 'why boots?' 'penny can you please remove your shoes for this shoot?' and even 'are you self confident about your feet?' but every question came with the same answer 'i like them, there me.' one day penny got offered a really big modelling place to be the face of a lingerie brand called Victoria's Secret. in order to become a top model for the brand penny MUST remove her boots as they cant shoot her in them. Annoyed and upset Penny goes back to the place in which she had sworn shed never visit again, the Witches cave.

Pennys Curse

whilst visiting the witch penny had begged for her to remove the curse in order for the witch to do this she had made a deal with penny which involved the witches son Braydon. Braydon also had a spell cursed upon him by hes aunt when he was born, that until he finds love he shall have the skin of a raisin, wrinkly and shriveled. The witch has blackmailed Penny to love Braydon enough for him to love her back for his spell to be removed and for her spell to be removed.

Penny and Braydon

whilst spending some time together Penny and Braydon get through their arguments and differences and start falling madly in love with each other, not only for the spell to be removed but for their hearts too. the ending is very clear and happy, both spells are removed Penny's gangly terrible looking feet are perfectly normal and Braydons skins is as soft as a normal 21 year old's skin is, as a result they spend their lives together happily ever after.

 

Cara Delivingne will be playing Penny in my film as she fits the criteria that I have chosen and is a very popular model so she already has a big fan base.

 

the scene where penny will be strutting through the town wearing high boots will look a lot like the shot from the film 'confessions of a shopaholic' which is really helpful as we can see how they have shot this clip and it can give us some really good ideas.

these Chanel boots are a good example of the type of branded boots that penny will be wearing in the film, fashionable and good statement shoes.

the photo above tells the story of Braydon and Penny, on the right when Braydon is cursed and on the left when Braydon is uncursed but Penny is with him throughout his changes.

todorovs for transformers

Todorov's Theory for transformers

1.State of equilibrium:

an ordinary geeky boy named Sam Witwicky achieved a high grade in one of hes lessons, hes reward for doing this was that hes dad buys his first car for him. To his shock, he discovers his car to be Bumblebee, an Autobot in disguise who is to protect him. Bumblebee is after Sams Grandfathers glasses which has a map engraved on them.

2.Disruption by event:

Enemy megatrons from out of space come to planet earth to track down to kill all the transformers including the boys car, in order to get hold of the same glasses that the Autobots want. by this point Sam has found out that hes car can transform and has made friends with it along with one of hes crushes from school who he has dragged into the situation now.

3.Recognition of disruption:

(bumblebee) Sams car then calls for hes group of transformers to try and help him retrieve the glasses, this causes a massive stir up and clash with the Enemies Megatrons as they are both now trying to get hold of Sams Grandads Glasses.

4.Attempt to repair damage:

Sam and the girl he had a crush on (who is now hes girlfriend) have to fight transformers and get the army involved in helping them kill off the alien transformers (megatrons) from out of space

5.A return or reformation of a new equilibrium:

The fight is over and the megatrons have been killed off. Sam and hes girlfriend are now able to go back to there normal life but also keeping the Sams transformer car (bumblebee) and knowing that they helped save the world.