LO6: Mark Scheme

Level 4
16-20

Level 3
11-15

Level 2
6-9

Level 1
1-5

12 marks 60% P
14 marks 70% M
16 marks 80% D
18 marks 90% D*

Intro

• Opinion or answer to question
• Say what the product is, audience and regulatory (Discuss the potential media effects on a         product you have studied/ Discuss ow far you agree with the regulatory guidelines for a media product you have studied)
• Say how you will structure it

The product I have studied is South Park

In the United Kingdom, the show is generally rated 15, until season 7 when it gets an 18 rating due to the audio commentaries.

Several viewers criticized the season 10 (2006) episode "Hell on Earth 2006" for its depiction of Steve Irwin with a stingray stuck in his chest. The episode originally aired seven weeks after Irwin, an internationally popular Australian TV personality and wildlife expert, died when his heart was pierced by a stingray barb. Several groups and even devout fans of the show derided the scene and its timing as "grossly insensitive" and "classless", while Irwin's widow Terri Irwin expressed concern that her children could one day see the episode.

Season 10 - 'Cartoon Wars Parts I & II Season 14 - '200' and '201'

Taking on censorship by depicting Muhammad.

Because of this, Comedy Central heavily censored '201', placing another black box over all appearances of Muhammad, and bleeping out a huge discussion spoken by Kyle, Jesus and Santa about free speech. This move was heavily criticised by fans, cartoonists and academics. However, the network stated that the safety of their employees was the most important thing. They still haven't been shown on UK TV or released on region 2 DVD.

All this, despite the fact that Muhammad actually appeared uncensored and without any furore in an earlier episode.

Key Theory 4: Stuart Hall (1995)
Western/ white cultures continue to misrepresent ethnic minorities as in the media due to underlying racist tendencies. e.g non white as 'the other', evil, barbaric. This relates to this episode
because its censoring Muhammad as 'the other' and representing him as ethnic minorities

Theory 6: John Berger (1972)
Women were still depicted in a different way to men- because the 'ideal' spectator is always assumed to be male and the image of the woman is designed to flatter him.South Park season 12  episode 9 breast cancer show ever. While Cartman was snigering at Wendys show, most of the other boys are passively sexist and just advise Cartman to go easy on her since she’s a girl. Either way, Wendy destroys sexism and beats up Cartman, all while wearing an awesome sparkly unicorn tank top.

LO3: Production Techniques

Mise-en-scene

• Location- when and where we are
• Props
• Costumes
• Lighting- high key and low key
• Character gestures

Levi Strauss Binary Oppositions (1958) (Props)

Barry Keith Grant sub- genre (1995) (Props)
Vladmir Propp Stock charaters (1928) (Acting gestures)
Mulvey objectfied women (1971) (Costume)

A technical element of mise en scene In Deadpool is character gestures. Levi Strauss theory comes into place because he has love vs duty. He wants to make things right with Vanessa but by doing so he needs to fix things before and his duty is to find Ajax and make things right with him before going back to his normal life with Vanessa

Barry Keith Grant theory comes into place as a subgenre of Deadpool could be comedy as it has alot of jokes in it and wouldnt be classified as just an action movie.

Patrick Philips Theory shows that DeadPool is predicitable because in terms of genre its an action film with a main antagonist and protagonist so we know there will be alot of fighting in it also a comic type film because DeadPool wears a costume and the other characters in the film have powers so its reassuring for the audience because they know what to expect. The editing techniques make it look like a comic book too in the beginning of the film

Mulveys theory shows women are objetified and in deadpool Vanessa is seen as an object that needs to be saved and doesnt play a major part in the film


A technical element of mise en scene

LO6: Starter

1. Passive Audience Theory and Active Audience Theory
2. Hypoeic syringe and uses graphications. Encoding and deconding audience backgound and individual expeience plays a par on how they read the text
3. GTA 5- 14 year old boy played it and killed his father and little brother then was sentenced at the age of 16

BBFC- Bitish Board of Film Classification... give an age rating of certificates to films. Protect the public from violent or innapropiate content. Used to be called Bitish Board of Film Censors (blocking or peventing) but changed is name is 1984 as in the ealy 80s VHS (home videos) started coming out so they couldnt prevent what they were watching. 

Videos recording act in 1984, was brought about from the video nasties 

LO6: Media Products homework

Deadpool can have an impact on the audience, for example negative for the hypodermic syringe theory so people who will watch it would believe everything they see so if someone did something bad to them then they should attack them back like deadpool does, however as its a 15 and R rated in America its usually the younger audience who would get a copycat idea like that.

Although we might have an active audience theory where we are able to adapt and filter what we see in the media so while watching deadpool we know that he is killing people but its a film so we filter what deadpool is actually doing so it doesn't effect your brain. Most people use preferred reading when watching a media product for example in deadpool they know it contains witty comedy which some can find offensive but we accept the dominant story because its easier to enjoy a film that way. However some people can be aberrant and find the whole movie too offensive for example deadpool is doing all these violent acts just so he can win his woman back like she's an object so a feminist for example would get the total wrong side of the spectrum therefore not understanding the film so would impact other audiences

LO6: Media Effects

Dark Themes- maturity- mental health issues- psychopathic- joker sadistic character

1) PASSIVE AUDIENCE THEORY...

 

Hypodermic syringe- implies that media has a negative impact. Mass audience believe everything they see/hear (Adorno and Horkheimmer)

In the 1940-50s, the mass media were percieved as an extreme influence towards audiences adapted behaviour. This was linked to rise of advertising and consumerism.

This model does not hold much positivity for the audience, however it is a good method for a media producer, politicians and also towards the use of marketing

When the mass media demonisde groups, people or products that they believe become a threat to society, values and interests it is called a 'moral panic' (STANLEY COHEN, 1972) the group/products are referred to as 'folk devils'

Violence in the media? Anderson (2007) that high exposure to fast paced violent games can lead to changes in brain fuction when processing violdent images, including dampening on emotional responses to violence. One of the high risk factors?

This is known as desensitisation.

Ferguson (2012) showed no long term link over three years.

Scream was inspired behind the murder of Gina Castillo by her 16-year-old son and his 15-year-old cousin, Samuel Ramirez. The two teenagers confessed to the gruesome murder of Castillo and admitted that they did it because they needed money to fund a murder spree that would reenact the story line of the first two Hollywood Scream movies. In order to follow the Scream story line, the teenage boys planned to buy the ghost-face mask and electronic voice boxes that are seen in the movie.

GTA inspired six teenagers decided to go on an all-night crime spree in the name of Grand Theft Auto. Starting with a mugging outside of a super market, the boys took to the streets with baseball bats and crowbars, robbing motorists, and smashing vehicles with their weapons until break of dawn.

Saw was the inspiration behind a cruel prank that turned into a serious matter for two teenage girls in Winchester, Tenn. They used the Saw plot of making victims play games to stay alive by leaving a gruesome message on 52-year-old Beverly Dickson’s phone. They said her friends was hidden in her house and it would be filled with toxic gas shortly. They asked if she wanted to live or die. Dickson got the message while attending a funeral and suffered a stroke.

REPRESENTATION

All reprsentation are mediated (Hall,1980)

Is there use of any stereotypes/ countertypes (Perkinds,1979) Not all stereotypes are negative

Representation of women- are they objectified (Mulvey,1975).

Reprsentation of men (Earp and Katz,1999) 'equation of masculinity with pathological control and violence'

Representation of gay people (Butler, 1993)- are they stereotyypical

Alvarado (1987), Hall (1995) ethnicity 'exotic, dangerous, humorous, pitied'

Turton (2014) youth are hooligans, trouble causers. Black and Asain boys

Lloyd (1995) girls as 'double deviant'- trouble causers but shouldnt be because they are women

Deadpool could be ctritisced for having a violent impact on younger audiences watching although its done in a comedic way it still contains violence 

2) ACTIVE AUDIENCE THEORY...

Other school of thought- we are able to filter and adapt to content in media (Gauntlett,1995)- backwards model

We have uses and gratifications (McQuail,1972) theory- people use media for their own purposes?

Provides a more positive outlook on the effects on media

Hall (1980) encoding/decoding model

Preffered reading- by audience depending on their background but accepts the dominant viewpoint/story

Negotiated reading- partially agrees with meaning

Oppositional reading- meaning understood but dont agree and think opposite

Aberrant- gets the completelely wrong meaning entirely

Deadpool provides

Identify the potential impact of a media product u have studiened on the audience

LO3: Representation Theory

Key Theory 3: Laura Mulvey (1975)
Male gaze. Women are objectified in media texts and passive objects. Audiences are positioned to view the women from the point of view of a hetrosexual male.
Seen as subordinate and sexual objects. This applies for deadpool because Vanessa  is seen as an object that needs to be saved and doesnt play a major part in the film

Key Theory 4: Stuart Hall (1995)
Western/ white cultures continue to misrepresent ethnic minorities as in the media due to underlying racist tendencies. e.g non white as 'the other', evil, barbaric. Blind Al in deadpool stereotyped as a drug addict because shes black, also blind so shes potrayed as weak

Key Theory 5: Edward Said(1987) Said is known for the book Orientalism black people in films are usually pittied, humorous, exotic. Blind Al in deadpool stereotyped and she is seen as the comedy relief.

Key Theory 6: John Berger (1972)
Women were still depicted in a different way to men- because the 'ideal' spectator is always assumed to be male and the image of the woman is designed to flatter him. Vanessa in deadpool is used to flatter deadpool because he wants to save her and being a superhero would flatter her so she'd still like him

LO1: Key Personnel

What are they key personnel for the film industry?

• Editor (Post Production)
• Producer (Pre Production)
• Director (Pre Production)
• Storyboard Artist (Pre Production)
• Technicians light and sound ( Production)
• Special Effects (Post Production)

Key Personnel Roles are important in Dead Pool because as a lot of it is CGI and Dead pool is animated when he's doing flips and stuff. So the costume designer would be very important in the production of this film.

Tech Convergence

Pre 2000
- Web 1.0 web pages that are not interactive.
2000
- Broadband- taster download speed. Content to be delivered to audiences
- Web 2.0 O'Reilly (2004)
- Interactive
- Audio- visual content
- Video on demand (VoD) services like YouTube

Digital methods are in existence because of Technological Convergence. Technologies coming together to provide a new service for the audience.

Above the line advertising methods:

• Premiers
• Trailers
• Reviews
• Target large audience mass
• Posters

Below the line advertising methods:

• Instagram
• Twitter
• Happy meals toys
• Competitions

LO3 Narrative Theory

Narrative: Structure of how its put together
Story: Plot- a sequence of events
Mediation: Something specifically encoded
Ideologies: Values and beliefs

Wade Wilson is subjected to an experiment that leaves him with healing powers and a quest for revenge as the new DeadPool.

Key Theory 1: Tim O' Sullivan et al (1998) All media texts tell us some kind of story. Throuh careful mediation, media texts offer a way of telling sories about ourselves(as a culture) - these are ideologis.
In DeadPool the wider meaning of it is that beauty is important that he needs his face to be back to normal so he can be with the girl he loves

Key Theory 2: Pam Cook (1985) The standard Hollywood narrative structure should have: "Linearity of cause and effect withi an overall trajectory of enigma resolution" A high degree of narrative closure. A fictional world that contains verisimilitude especially governed by spatial and temporal coherence. In DeadPool the enigma is that deadpools face is messed up by Ajaxs experiment and he wants his revenge but although it doesnt get resolved at the end he still gets Vanessa as she says she will get used to it and he shoots Ajax in the head

Key Theory 3: Todoroz Equilibrium Theory (1977) Stage 1: The normal situation is the equilibrium. The equilibrium is disrupted and something bad happens which is the disequilibrium. Then theres a new start as everything goes right again which is the new equilibrium. The equilirbium in DeadPool starts off as Wade Wilson a normal pizza delivery guy with a happy life. The disequilibrium is when he gets diagnosed with cancer and tries to fix it with Ajaxs help but instead gets healing powers and a messed up face so he wants revenge. The new equilibrium is at the end when Vanessa takes off his mask and looks at Wades face and still wants to be with him no matter what he looks like and that DeadPool gets his revenge on Ajax like he planned to.

Key Theory 4: Levi Strauss (1958) Binary Oppostions all narratives are understood through complete oppsotites for example Good vs Evil. Love vs Duty. In Deadpool theres Love vs Duty, Evil vs Evil.

Key Theory 5: Vladmir Propp (1928) All naratives feature stock characters and that audiences understood stories because of such feautures.

• Villain/Antoganist   (Ajax and Recruiter)
• Hero/Protagonist      (DeadPool)
• Helper/Supporter      (Weasel/Collosal/Negasonic Teenage Warhead)
• Princess(prize for the hero)    (Vanessa)

Key Theory 6: Roland Barthes (1977) Narrative codes- Enigma codes work to keep up setting problems or puzzles for the aduience. Aciton codes work inform he audience in terms of what is happening in the next shot/scene.

(35 seconds where DeadPool gets two guns out shows hes about to fight)

(1:24 when DeadPool realises Ajax has moved and gone missing shows theres an enigma)

LO3: Genre Theory

• Genre is what type/category of film it is
• These common elements are called generic conventions/characterisitics/elements or tropes
• Comedy(Treatment- Romcom, comedy action etc.)
• Drama
• Horror
• Sci-Fi
• Action/Adventure
• Thriller
• Romance
• Fantasy
• Social Realism

EXAM QUESTIONS!

• Analyse how the production techniques used create meaning in a media product you have studied (12) Micro- Macro
• Analyse the concepts of 'genre' and 'representation' in a media product you have studied (12) Macro-Micro

The film I am analysisng is an Action/Comedy( Hybrid genre-more than one genre)

• Subgenre is a genre within a gnre for example: Horror- Slasher/Zombie/Hammer/Gothic
• Key Theory 1: Barry Keith Grant(1995) All genres have subgenres, divided up into more specific categories which allow audiences to identify them by their familiar characteristcs
• A possible subgenre from DeadPool is comedy, it fits that subgenre because it has alot of witty jokes in and saracasm but could be more of a hybrid
• Key Theory 2: Patrick Phillips(1996) Genre offers audiences 'Comfortable Reassurance' Genres fulfil audience expectations by following predictable patterrs- we know what to expect from a text
• DeadPool is predicitable because in terms of genre its an action film with a main antagonist and protagonist so we know there will be alot of fighting in it also a comic type film because DeadPool wears a costume and the other characters in the film have powers so its reassuring for the audience because they know what to expect. The editing techniques make it look like a comic book too in the beginning of the film
• Key Theory 3: Branston and Stafford(1999) Genres help to minimise risk and predict  expenditure(pick the right time to release the film), are a blueprint for success, Genre conventions also make is easier to market and sell products to audiences
• DeadPool was successful because of the genre as its origanlly from a comic book and theres alot of comic fans but also the trailer made it look like a witty comedy too so had a wider audience, also showed car cahses, fights between protangonists and antagonists so shows a common disequilibrium, not like other comic films but a subgenre of action/comedy instead. Also it was marketed alot world wide so got an even bigger audience as it showed different types of marketing to show its comedy/action also romance
• Key Theory 4: Rick Altman(1999) genre offers pleasures. Emotional Pleasures: happy,sad,nostalgic etc. Visceral Pleasures: 'gut' responses, excitement, fear, laughter etc. Intelluctual Puzzles: Makes the audience think
• DeadPool offers Visceral Pleasures because it shows a gut response of whats going to happen that DeadPool is going to defeat the bad guy and that he bags the girl but still looks ugly shows that theres going to be a sequel.Got loads of low/high angle shots to show one charcter is stronger than the other
• Key Theory 5: David Bordwell(1989) Any theme may appear in any genre, Theme- the ideas, ideologies, concepts, myths etc. That are encoded into a media text.
• Love vs Duty is a theme what can be in other films not just Action. Good vs Evil is also in DeadPool but can be in other genres too

An example of mise en scene in deeadpool that relates to a theory is camera angles it shows alot of high/low angle shot o show that deadpool is less superior to the people he is trying to defeat so that is why he needs help from the others, this relates to Rick Altmans theory that it offers visceral pleausre because it allows gut responses for the audience and they think something bad will happen because

Sound Techniques

• Starter: Sound is important in creating meaning for the audience because if you arent paying attention in one part of the film and its a horror the sound will tell you whats happening. It creates suspense/emotion in the film. Contributes to the relaism of the film and helps to create a paticualr atmosphere
• Diegesis is the narrative construct that everything takes place in, it is the 'story world/the world that the film/TV programme takes place in'
• How real the diegesis appears is linked to the level of 'verismilitude'(which means the appearance of being real)
• Synchronous sounds are sounds which are synchronized or matched with what is viewed, this is a diegetic sound, this can be used for simple examples such as footsteps or mvement. Added in post production in most cases
• Dialogue authenticates the speaker as an individual or a real person raher than the imaanry creatin of a story teller
• Accent- The way you pronunce words due to location you live in
• Dialect- The words you use
• Tone- How you speak changes when your angry or happy- intonation
• Mode of address- The way you speak to audience (informal/formal)
• Ambient sound is natural noise used to establish location
• Diegetic sound is sound that the characters ca hear for example: Sound effects, Foley sound
• Non diegetic sound is sound that the characters cant hear for example: Narrator, Added music(mood music)
• Sound bridges lead in or out of a scene, one of the most common transitions in the continuity editing style. Can be both non diegteic and diegetic, they can start as non diegetic and then bridge to a scene where the music has a visible source
• Incidental music is music composed in a film or play as a background to ceate or enchance a particular atmosphere, is composed to accompany he action of a drama or to fill intervas between scenes. Gives hints to what is about to happen next, tpically used i horror to create tension
• Stings are used as distinctive background music to add emphasis to an importnat moment in a motio picture or tv progam, can be used to indacte ending or start of a show for example Coronation Street, Friends
• Motifs condition the audience emotionally for the arrival, or ations of a charcter. The use of sound motifs can help shape a story that requires many charcters and many locations as it helps to sustain he narrative as the help clarify he narrative functios of the characters and provide a sound association for those charcters as we move through the story for example: Jaws motif, Darthvader, Pyshco

Unit 1 LO2 KTA2: Marketing Task Feedback Sheet

'Unit 1 LO3 KTA 3 Mise-en-Scene analysis'

Starter- Editing Techniques

SHOT REVERSE SHOT STRUCTURE (CONVERSATIONS/ OVER SHOULDER SHOT/ MCU)

ACTION MATCH (CONTINOUS ACTION)

CROSSCUTTING/ PARALLEL EDITING (DIFFERENT LOCATIONS- NARRATIVE)

INSERT SHOT (CU/ INFORMATION/ SETS UP A PUZZLE)

EYELINE MATCH(FROM PERSONS PERSPECTIVE/KEEPS CONTINUITY OF ANGLE)

Deadpool Advertising

Dead Pool used below the line methods of advertising to target the individual like using social media for example twitter and Instagram updates which had short trailers while scrolling down the newsfeed.

Above the line methods of advertising Dead pool used were a lot of posters/billboards around the World and I'm major cities to show the release of the film.

Coglomerates vs Independant feedback

Lesson 3: key words

Lesson 2: starter task