Sunday, 23 October 2016

Hall's reception theory

Hall’s reception theory is an active audience theory which sees the audience being actively engaged in the interpretation of media texts, rather than be passive consumers. The idea is that as individual’s we interpret texts in different ways, which shows that even if one message is sent out, it’s not only that message that gets received.
Hall also claimed that texts go through stages of encoding and decoding. This is the idea that texts are coded by the producer and that texts contain the ideologies of the people who created the text. Decoding is when the audience views the text and place their own ideologies into the texts.
Hall included three different types of audiences deciding of text:
  • Dominant: How the producer wants the audience to view the media text they agree with the message that is being conveyed.
  •  Negotiated: A compromise between the dominant and oppositional readings, the audience understand and agree with the text but disagree with other areas they have their own view on.
  • Oppositional: The audience rejects the encoded meaning and creates their own meaning for the text, they fully disagree with the message being submitted. 

Friday, 21 October 2016

Representation of gender - Mulvey

The male gaze is the way in which the visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure. The phrase male gaze was coined by feminist film critic Laura Mulvey in 1975.

  • How men look at women 
  • How men look at themselves 
  • How men look at other women

Laura Mulvey is a British feminist film theorist. She studied at St Hilda's College, Oxford, And is currently professor of film and media studies at Birkbeck, University of London. For many years previous she worked at the British Film Institute before taking up her current position.

The concept of ‘Gaze’ is the way in which an audience views the way the people are presented. It can be in three ways;


The features of the Male Gaze, the way the camera lingers on the curves of the woman’s body, and events which occur to women are presented largely in the context of the male’s reaction to these events. This means that the woman has to experience the narrative secondarily, by indication of the male. 

Often a female character has no real importance, but it’s the way in which she makes the male character feel or act which is the important part. This means that the female’s part only exists in relation to the male.

Mulvey states that female characters only have two purposes when in a narrative;
  1. As an erotic object for the character within the narrative view
  2. An erotic object for the spectators within the cinema to view


The male gaze theory is about gender, the male stereotypes are;

Traditional masculine male man – who will often be shown as being muscly, strong, brave, heterosexual, working in manual jobs such as building, plumbing, national services, etc. they are usually tall, dominate over woman, and aggressive. Dwayne Johnson in the film San Andres is a good example of a ‘masculine male’ character. He has a big build and is a ‘hero’. He helps his family and the people around him in life threatening situations.

New man – often shown as being less masculine but still heterosexual, a very peaceful person who will look after the family, does some cooking and cleaning, etc. 

Gay man – often shown as being very feminine, weak, working in jobs such as fashion or hairdressing, etc. 

Woman also has stereotypes, those being; 

·    The traditional feminine woman – often shown as a girly girl, likes pink, wears dresses, does feminine jobs such as working in fashion, hairdressing, or stays at hoke with the children, needs a man to cope. This character is weak and often needs rescuing.

·     Sexy woman – very flirty character who is often in revelling clothing. This character is more powerful than traditional woman, she will use men to get what she wants, usually doesn’t have loyalty to other women.

·     Lesbian woman – often shown as dressing masculine clothing, doing masculine roles. Not all characters will fit into these stereotypes and there may be character which are mixtures.  







Thursday, 13 October 2016

Defining the film industry



Defining the Film industry 

The film industry is one of the largest and fastest growing industries, this is all down to the American film industry. The film industry allows the viewer to visualise the characters and the scene, this goes along with music and lighting which enables the viewer to really engage with the story line. Movies take you to a physical state that a play and books cannot do, this is because it takes you to a physical location not a cardboard set on stage.

Cinemas were born in the late 1880’s this is because there was development of a camera that could capture digital movement, and a sprocket system which could move the film through the camera.

Modern film industry
Currently, the largest markets by box office are United States, China, United Kingdom, Japan and India. The modern film industry is successful due to the advertising and marketing, it is easier to advertise films now due to money, new technology, and social media. Blockbusters typically rely upon star power and massive advertising to attract a huge audience. Studios have focused on relying on a handful of extremely expensive releases every year in order to remain profitable.

United States
The cinema of the United States, often generally referred to as Hollywood, has had a profound effect on cinema across the world since the early 20th century. The United States cinema (Hollywood) is the oldest film industry in the world which originated more than 121 years ago and also the largest film industry in terms of revenue.

There are some well known Hollywood film studios which are the main ones they are; Metro-Goldwyn-Mayer, 20th Century Fox, Paramount Pictures and Lightstorm Entertainment.

China
Cinema was introduced in China in 1896 and the first Chinese film, The Battle of Dingjunshan, was made in 1905. China is the home of the largest film studio in the world, the Hengdian World Studios, and in 2010 it had the third largest film industry by number of feature films produced annually. 

India      
India is the largest producer of films in the world and second oldest film industry in the world which originated around about 103 years ago. In 2009 India produced a total of 2,961 films on celluloid; this figure includes 1,288 feature films. India is the country that produces more films annually and has the largest number of admissions.

Largest film industry in India is the Hindi film industry, it is commonly referred to as "Bollywood".
Which produces 20% of films in India. 



conglomerates in the film industry

Disney

Walter Elias Disney, the founder of the Walt Disney company, and was the pioneer in the development of animation industry. Disney is one of the most famous names in the animation industry, it’s known for providing entertainment direct to adults and children alike;with international theme parks and a world-class animation studio and business franchise, the company nearly dominates the industry. 


Famous names such as Mickey Mouse began with Disney, and were the foundation of a company that has now branched out into several entertainment studios, theme parks, products, and other media productions.

Most of Disney’s films and television shows are aimed for young children or teens, but at the cruises, parks and on the tours there are things aimed to entertain adults.

Paramount
Paramount Pictures Corporation is an American film studio,television production company and motion picture distributor, consistently ranked as one of the "Big Six" film of Hollywood.

Paramount Pictures targets an older age group being ages 12-15 which is a n older target audience compared to other production and distribution companies. Paramount Pictures has created movies such as Indiana Jones, G.I.Joe and Star Trek which are all around the 12 age rating movies and movies such as World War Z, Anchorman and Hansel and Gretel which are based around the 15 age rating movies.

Paramount Pictures became the first major Hollywood studio to distribute all of its films in digital-form only.Paramount is the fifth oldest surviving film studio in the world and the second oldest surviving film studio in the United States.


20th Century Fox

The parent company of 20th Century Fox was Fox entertainment group, 20th Century Fox was owned by Rupert Murdoch and other Nasdaq investors, Rupert was the chairman and chief executive, and the co-chairman was Lachlan Murdoch. The company was based in New York. 

The revenue of the company was $27bn, and the stock market value was $50bn, therefor the profit was $7.3bn.