Theorists

 

Blumler & Katz - The Uses and Gratifications Theory

- The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs.

The Uses and Gratifications Theory looks to answer three questions:

1. What do people do with the media?

2. What are their underlying motives for using said media?

3. What are the pros and cons of this individual media use?

Why/How do we consume Media?

- Information

    - Finding to about relevant events in society and the world

    - Seeking advice

    - Satisfying curiosity and general interest

    - Learning; self-education

    - Gaining a sense of security through knowledge

- Personal Identity

    - Finding reinforcement for personal values

    - Finding models of behaviour

    - Identifying with values others

    - Gaining insight into others

- Integration and Social Interaction

    - Gaining insight into circumstances of others

    - Identifying with others and gaining a sense of belonging

    - Finding a basis for conversation and social interaction

    - Having a substitute for real-life companionship

 - Entertainment

    - Escapism 

    - Relaxing

    - Filling time

    - Emotional release

    - Sexual gratification

- Education

- Escapism

Levi Strauss and Binary Opposition

- "Cinema is a set of universal rules, a set relations that could be described as the grammar of film".

- Levi Strauss theorised that since all cultures are produced of the human brain, there must be, beneath the surface, features that are common to all.

- Structuralism attempted to de-romanticise the filmmaker as auteur and apply a more scientific approach to uncover the underlying structures of films.

- Narrative tension is based on opposition or conflict. This can be as simple as two characters fighting, but more often functions at an ideological level.

    - Examples:

    - Male vs Female

    - Black vs White

    - Old vs Young

    - Rich vs Poor

    - Good vs Evil

Vladamir Propp

- He analysed the plot components of Russian folk tales to identify their basic narrative elements.

- He looked at one hundred folk tales and came to the conclusion that they were all made up of 31 plot elements, which he called functions.

- He also found tat spite the large number of characters which appeared in the folk tales, there were only 8 characters types. 

- 8 Character types

    - The Hero (quest and ends up with princess)

    - The Villain (against hero)

    - The Helper (helps the hero)

    - The Princess or prize (usually the price for the hero, the hero deserves her throughout)

    - Her Father (rewards the hero, usually identifies the false hero)

    - The Donor (helps the hero)

    - The False Hero (takes credit for the hero's actions and tried to end up with the princess)

    - The Dispatcher (sets the hero on the quest)

Eg. Shrek

    - The Hero - Shrek

    - The Villain - Lord Farquard

    - The Helper - Donkey

    - The Princess or prize - Fiona

    - Her Father - Fiona's Dad 

    - The Donor - Fairytale Characters

    - The False Hero - Prince Charming

    - The Dispatcher - Lord Farquard

Todorov's Theory

- Tzvetan Todorov proposed a basic structure for all narratives.

- He stated that films and programmes begin with an equilibrium, a calm period.

- Then agents of disruption cause disequilibrium, a period of unsettlement and disquiet.

- This is then followed by a renewed state of peace and harmony for the protagonist and a new equilibrium brings the chaos to an end.

- Equilibrium 

- Disruption 

- Realisation 

- Repair 

- New Equilibrium 

Shrek

- Equilibrium - Shrek living his normal day-to-day life.

- Disruption - Going to save the princess and obstacles come in the way

- Realisation - They have been sabotaged and she turns into Ogre.

- Repair - Trying to fight away the obstacles, he doest care she's an Ogre.

- New Equilibrium - Living happily with the Princess

Rick Altman argues that genre offers audiences a set of pleasures:

Emotional Pleasures - how does the text make you feel? happy, sad, nostalgic?

Visceral Pleasures - gut responses, excitement, fear, laughter

Intellectual Pleasures - does it make the audience think?

Barthes - Action and Enigma Codes

- Action Codes - what will happen next...

- Enigma Codes - The audience question why... leaves them wondering

The Reception Theory

Stuart Hall

Preferred reading - this is when audiences respond to the product the way the media producers want/expect them to.

Negotiated Reading - This is when a member of the audience partly agrees with part of the product

Oppositional Reading - This is when the audiences are in complete disagreement with the product message. 

EG. Tinky Winky

preferred - amusing facial expression, used educate children

Oppositional - represents homosexuality,  encourages obesity

Negotiated - controversial associations and positive benefit

The Male Gaze Theory

Laura Mulvey

Pictures are catering to a predominantly male audience