1b, theorists

Audience:

McDougall - Niche, mass, mainstream and alternative audiences. In this online age it has become hard to identify an audience.

Hall - Encoding and decoding.

McQuail - Uses and Gratification theory, Information, Personal identity, social interaction, entertainment, aesthetic dimension and  thrilling dimension. High low culture.

Ang - ''Audiences only exist as an imaginary entity, an abstraction , constructed from the vantage point of the institution, in the interest of the institution.''

Hartley - They must know their audience in order to to target them effectively.

Representation:

Klapps - Distinction between stereotypes and social types(representations of those who 'belong' to society) is helpful.

Mulvey - Woman are objectified for the camera, in order to sell to a male audience using male gaze (voyeurism). The audience are positioned in a male POV so we HAVE to accept this.

Berger - Way's of seeing 'men act, women appear' ' men look at women, women look at themselves being looked at'

Baudrillrd - Hyper reality and simulacra. He argues we are now in a place of simulacra, e.g Disney land.

Dyer - 'How we are seen determines how we are treated, how we treat others is based on how we see them. How we see them comes from representation.' The matter of images. 

Media Language:

Genre:

Abercrombie- The boundaries between genre are changing/shifting, he is concerned with modern television dismantling genre.

Altman - Set of pleasures, Visceral (gut), emotional and intellectual puzzle.

Mittel - Argues that genres are cultural categories and are used to sell to an audience. Allows an audience to make a choice.

Neal - Not a structure but a process, no pleasure without difference.

Chandler - Genre is instances of difference and repetition, how we define genre depends on the purpose. The setting (mise en scene), contributes to the purpose therefore the genre.

Buckingham - 'genre is not simply given by the culture, rather, it is a constant negotiation of change' -  Genre is constantly changing

Narrative:

Todorov - Equilibrium, Dis-equilibrium and New equilibrium.

Cook - Cause and effect within an engima resolution (Hollywood narrative).

Levi-Strauss - Binary Opposites, e.g Evil vs Good, Villian vs hero, Colour vs black and white and light vs dark.

Barthes - Enigma/Hermeneutic code and The Proairetic code - Action that implies a further narrative (suspense). We do this because it's the opening to our film, so we show the dis-equilibrium at the start, a jump in time, talk about this how we have to show time in a 90 mins film etc.

Propp - Character Types - Villain and the Victim in 'The Red Caller'