MIGRAIN index

1) Introduction to Media: 10 questions
2) Media consumption audit
3) Language: Reading an image - advert analyses*
4) Reception theory
5) Semiotics: icons, indexes and symbols
6) Genre: Factsheets and genre study questions
7) Narrative: Factsheet questions

Genre: Categorising texts

1) What example is provided of why visual iconographies are so important?

Iconographies are really important because the iconographies work together to indicate the genre. An example that was provided was a news broadcast, it tells us that someone sitting behind a desk isn't a genre alone. Lighting and shadows are added to create the genre e.g. low-key lighting is often associated with horror/thriller films.

2) What examples are provided of the importance of narrative in identifying genre? 
An example that is provided was a tabloid newspaper and a broadsheet newspaper. The things that were used to often suggest the genre of it is the font that is being used, the use of language (whether it is basic language or sophisticated language) and how it is laid out. In this case the tabloid newspaper is The Sun and the way they've laid out their newspaper is putting the main headline on the front page and used the text in a big size. They haven't put too much information around the front page image, they've left on the information for the second page whereas, in a broadsheet newspaper it has the main headline and text all around it telling us whats going on so this tells us that tabloid is using basic language and not too much information on the front page so only the headline can standout whereas the tabloid newspaper uses more sophisticated language and could be targeted towards business men/women.

3) What is the difference between character representation in action movies and disaster movies?
In a action film, the protagonist is often isolated and is seen to do everything alone whereas in a disaster movie the protagonist is often with a group of people and isn't isolated and doing everything alone.

4) What are the different ways films can be categorised according to Bordwell? 

The different ways films can be categorised is:

Period or Country, e.g. US films of the 1930s

Director / Star, e.g. Ben Stiller Films

Technical Process, e.g. Animation

Style, e.g. German Expressionism;

Series, e.g. Bond;

Audience, e.g. Family Films

5) List three ways genre is used by audiences.

One way genre is used by audience is prior knowledge. This is if the audience has seen something similar or a part 1 to something so they have a rough idea of what is going on.

Another way genre is used by audience is if they are able to compare it to something else.

The third way genre is used by audiences is when the audience use their knowledge to reject a text.

6) List three ways genre is used by institutions or producers.

One way genre is used by institutions or producers is production.

Another way genre is used by institutions or producers is by attracting an audience.

The third way genre is used by institutions or producers is marketing texts.  

7) What film genre is used as an example of how genres evolve? What films and conventions are mentioned?

The film genre that is used as an example of how genres evolve is the gangster genre has massively altered over time which has kept the audience intrigued. Over time, the iconography has changed so the genre has not become stale or uninteresting for the audience to watch. Some examples of this are Scar face, Reservoir Dogs and the Sopranos.  These focus on conflicts within the gangster community such as rivalry with opposing gangs etc. 

Superheroes: A Genre Case Study

Read Media Factsheet 126 - Superheroes: A Genre Case Study and answer the following questions:

1) List five films the factsheet discusses with regards to the Superhero genre.
The X Men Franchise
The Avengers 
Spiderman
Guardians of the Galaxy
Agents of Shield

2) What examples are provided of how the Superhero genre has reflected the changing values, ideologies and world events of the last 70 years? 
The examples that have been provided of how the superhero genre has reflected the changing values, ideologies and world events of the last 70 years is how they have made successful TV series out of them today. In this case one of the TV series is Arrow and The Flash.

3) How can Schatz's theory of genre cycles be applied to the Superhero genre?
The way Schatz's theory of genre cycles cab be applied to the superhero genre is that

My Own Genre Analysis

General

1) Why did you choose the text you are analysing?
The reason I chose to analyse 'Fast and Furious' is because it has been a successful film over the years and there are many parts to it which keeps the audience engaged with the film.

2) In what context did you encounter it?
I first encountered 'Fast and Furious" when I saw the trailer to the movie trending on YouTube. At first I thought it must be something outstanding if it is trending and then I continued on to watching the trailer and I was intrigued and engaged with the film. That is when I knew this is something I must watch.

3) What influence do you think this context might have had on your interpretation of the text?
I know that it had a very strong positive influence on my interpretation of the text as it made me really passionate and enthusiastic about the film. Overall, the trailer did its job to attract new audiences rather than the same audience thats why it is one of the most successful films.
4) To what genre did you initially assign the text?
The genre I initially assigned to the text was a action genre.
5) What is your experience of this genre?
My experience of this genre is exceptional as most films are thrilling and there is always unique storyline. It allows the audience to connect with the film as if they're in the film themselves. The majority of films I watch is action and every time there is a new action movie out I am always down to watch it as I know it will be engaging and not boring.
6) What subject matter and basic themes is the text concerned with?
The basic themes that is associated with action films are Revenge, Power, Sacrifice etc.
7) How typical of the genre is this text in terms of content?
This genre is very typical because there'll also be a villain that will come and disrupt the protagonist and that will be the disequilibrium and the new equilibrium will be either when the antagonist is put away in prison or killed. 
8) What expectations do you have about texts in this genre?
I always expect this genre to be thrilling and I always expect there to be violence however, I expect the problems that go throughout the movie to be sorted out by the end.
9) Have you found any formal generic labels for this particular text (where)?
10) What generic labels have others given the same text?
Companies such as Rotten Tomato and IMDB have said "The Fate of the Furious opens a new chapter in the franchise, fueled by the same infectious cast chemistry and over-the-top action fans have come to expect."
11) Which conventions of the genre do you recognize in the text?
A convention that a action film provides is that there is always a fight that occurs between the protagonist and the antagonist and it is always a life or death situation.
12) To what extent does this text stretch the conventions of its genre?
In "Fast and Furious" there is always a massive fight that occurs through out the movie and you can always see the build up to it. In Fast and Furious this is shown by the cars that is used in the film and the special abilities the cars have. For example sometimes the cars might have bulletproof windows and guns attached to the car, the car may also have parachutes. This is the build up to the massive fight that takes place and it shows the audience that the protagonist is prepared to take on whatever is coming their way.
13) Where and why does the text depart from the conventions of the genre?
The text often departs towards the ending of the film because there is often a emotional ending which causes you to feel sympathy for the characters which is completely opposite to the actual genre.
14) Which conventions seem more like those of a different genre (and which genre(s))?
A emotional ending is often associated with Romantic films however these emotional endings occur in action films as well. For example, in Fast and Furious there was a emotional ending as a tribute to Paul Walkers death which caused many people to feel sympathetic and to cry.
15) What familiar motifs or images are used?
In Fast and Furious there are always supercars and modified cars that are being used.

Mode of address
1) What sort of audience did you feel that the text was aimed at (and how typical was this of the genre)?
The audience that this film is aimed at is a audience that loves cars, racing etc. It is also aimed at a audience who loves fighting and violence.
2) How does the text address you?
The text addresses me as a Teenager/ Young adult who has a passion for supercars and how they're modified for special use.
3) What sort of person does it assume you are?
It assumes I am a teenager who loves the build up of how cars are used and how they are modified to go to war/battle and it also emphasises the strength of the cars.
4) What assumptions seem to be made about your class, age, gender and ethnicity?
I assume it is targeted towards males because in the film it is mostly the male that is the protagonist so it may target males so we look up to the protagonist. The age it is targeted towards is teenagers 13-18. The ethnicity it is targeted towards is most probably American's as the movie takes place in America however the film takes place in many countries so there is not a solid ethnicity it is targeted towards. 
5) What interests does it assume you have?
It assumes I have a interest in supercars and violence/fighting.

Relationship to other texts
1) What intertextual references are there in the text you are analysing (and to what other texts)?
This film has many parts to it so it refers to the first Fast and Furious.
2) Generically, which other texts does the text you are analysing resemble most closely?
This film resembles other films such as "XXX", "2 Fast 2 Furious", Etc.
3) What key features are shared by these texts?
The key features these films share is the build up to a large fight, the fighting taking place and the aftermath to the fight.
4) What major differences do you notice between them?
The major differences between them is that the protagonist have their own special ability or sometimes they are working in a team whereas in a different film they are working alone.

MIGRAIN: Reading an image

1) Analyse this RBK 50 Cent advert using the key media language you learned today: denotation, connotation, colour, pose, framing, composition, size, type of shot, subject matter, setting, lighting.

The connotations of this advert is 50 cent telling people to be their selves and do what they have a passion for and love today because tomorrow isn't promised. He says "Take advantage of today because tomorrow isn't promised" This would be touching to people because they know he's been shot 12 times and he was at very high risk of dying and the only regret he would've had is not being himself and not taking advantage of what he had. The top down lighting and black and white filter connotes that there is always light at the end of a tunnel meaning that if you do what you love and be yourself there will always be something special at the end. 50 Cent was a criminal when he was younger but then he started doing what he had a passion for which was music now he is a successful rapper. This clearly demonstrates that there is light at the end of an tunnel. The fingerprints and the quote "i am what i am" convincingly illustrates that 50 Cent was being himself and did what he loves and had a passion for to be where he is today. The use of the medium close up shows his emotions. It shows that he is not scared despite the fact that he has been shot 9 times. The use of the old font suggests that you are never too old to do what you want. The use of the stencil font connotes that being yourself is simple and its never too hard.
The Hegemonic reading of this advert poster is that 50 Cent is trying to tell the audience to be themselves instead of trying to be somebody they aren't. The negotiated reading is that the producer is trying to tell the audience to be themselves and be happy as tomorrow isn't guaranteed however the audience's individual view might be that if they are being their self might get them nowhere in life. The counter-hegemonic reading may be that if you be yourself like 50 Cent you could potentially end up dead as 50 Cent has been shot 9 times.



In this advert poster there is a extreme close-up of Colin Kaepernick. Colin Kaepernick was sacked from the NFL because he protested against police brutality. While everyone was singing the national anthem before a NFL match started, Colin Kaepernick knelled down. The extreme close-up shows the customer Colin Kaepernick's emotions so the customer's sympathise for him. The use of the black and white filter emphasises that everyone is equal and should be served equally. In America the police are seen as racist as they only attack and shoot black people, this is why the protest has started. The quote "Believe in something even if it means sacrificing everything" is emphasised a lot by Colin Kaepernick as he sacrificed his career to start this protest. The use of the stencil font highlights that it isn't difficult to prevent police brutality from taking place. The lighting in this advert poster is only towards Colin Kaepernick's face. This is done so the customers only focus on his face and his emotions. The Nike logo and their slogan "Just do it." is put in the bottom at a small size because Nike is a global brand and it isn't hard for customers to recognise their brand. The Hegemonic reading of this advert poster is that if you believe in something you should go for it even if you have to make sacrifices throughout the way. The Negotiated reading is that the audience will do something they believe in but they wouldn't do it to a extent where they put their family and life at risk.
The counter-hegemonic is that people will lose their careers if they do what Colin Kaepernick is doing and they be seen as a bad person by others.

Reception Theory

1) Analyse this RBK 50 Cent advert using the key media language you learned today: denotation, connotation, colour, pose, framing, composition, size, type of shot, subject matter, setting, lighting.

The Hegemonic reading of this advert poster is that 50 Cent is trying to tell the audience to be themselves instead of trying to be somebody they aren't. The negotiated reading is that the producer is trying to tell the audience to be themselves and be happy as tomorrow isn't guaranteed however the audience's individual view might be that if they are being their self might get them nowhere in life. The counter-hegemonic reading may be that if you be yourself like 50 Cent you could potentially end up dead as 50 Cent has been shot 9 times.



 The Negotiated reading is that the audience will do something they believe in but they wouldn't do it to a extent where they put their family and life at risk.
The counter-hegemonic is that people will lose their careers if they do what Colin Kaepernick is doing and they be seen as a bad person by others. The Hegemonic reading of this poster is to show that if you believe in something to do it and the shot that is used is an extreme close-up so the audience can connect with the audience at it almost feels as if Colin Kaepernick is looking at you through the poster.

Film Noir Research

• High-Key Lighting
• Low-key Lighting at times with back lighting.
• Black and White
• Set in the 1900s

This fits the Film Noir genre because it is black and white. There is also props which are associated with the Film Noir genre and this case it is the fedora. The lighting that is used is high-key lighting to vividly show both the characters face however towards the end when they are kissing there is a shadow. The shadow suggests that them kissing may not be right or could lead to something bad.

Lighting: Still Image Analysis

Image 1:

In this image there is low-key back/under lighting. The lighting is used to show the side of the characters body and face and to create a shadow for the rest of the body. This makes the audience think that the character may be suspicious and might be spying on someone. The use of the smoke in the image connotes that the character is relaxed and the use of the camera angle suggests that the character is looking/staring at someone carefully.

Image 2:

In this image there is low-key lighting which suggests the character might be abandoned or needs help however there is also top-down lighting which is being used which vividly shows the characters face and glamorises her face. The top-down lighting also shows the characters innocence and purity.
The use of the shadows which are below her neck lets us only focus on the characters face so we can see her emotions and sympathise for her.

Image 3:

In this image there is high-key lighting being used to show the characters full body and face. This might be used to show that the character is muscular and could be intimidating to the audience. The lighting also shows some shadows on the characters face which might suggest he is doing something bad as the colour black connotes power, authority and aggression. The camera angle that is being used is a close-up so the audience can vividly see the characters emotions and in this case the character has a serious look on his face which tells us that he does not fear anything. The character is also using a prop which is the crown on his head which might suggest he is a higher-class person.


Image 4:

In this image there is low-key lighting and top-down lighting so the audience can clearly see the characters face. The use of the camera angle which is a medium close-up shows that the character might of done something that is heroic. The lighting is also used to show what the character is wearing and there is a badge hooked onto his belt which illustrates that he could be working for the police. There is also props being used in this image, in this case there is a firearm in the characters hand which connotes that the character is a protagonist and in on the hunt for antagonists. The lighting is also used to show where the character is and it looks like there are really high buildings and the character could be somewhere urban and in this case it looks like the character is in New York.

Image 5:

In this image, there is low-key back lighting to create shadows and dark imagery. Although the low-key lighting is dark and creates shadows, it still shows the her face to show her facial expression. In this case it looks like she is screaming and she is against the wall. This camera angle is a POV shot so the audience can see from the actors perspective. In this image is looks like the lady may be getting burgled therefore her hands are against the wall and her facial expression is as if she's scared and frightened.

Image 6:

In this image, there is low-key back lighting to show that the characters in the image may be somewhere secretive or somewhere they aren't supposed to be. Furthermore, there is lighting to only show the character's face and shadows everything else. This might have been done to emphasise that the characters aren't bothered about what situation they're in, in this case it looks like they have escaped and they only love matters to them. The camera work in this image is important as they've focused the camera to the two characters and blurred out the background.

Image 7:

In this image, there is low-key back lighting so it shows the light behind the 4 characters and creates a shadow of them. The shadow could be used to connote they may be up to something suspicious or are doing anti-social behaviour. Usually people are slightly intimidated or threatened when there are a group of teenagers together so in this case I could suggest they were doing sometime anti-social.

Image 8:

In this image, there is lowkey lighting however the lighting is used to show the characters face and shows their facial expression. In this image the facial expression tells us that the woman is in some sort of shock. There is also shadows of her which connotes she is somewhere dark and could possibly be somewhere dangerous.

Image 9:

In this image, there is high key lighting to vividly show the characters face and emotions. This is done so the audience can connect with the character on the screen and sympathise with them.
The use of high key lighting also glamorises the character in the shot.

Image 10:

In this image, there is low-key lighting being used to possibly create fear and tension for the characters. There is also back-lighting so you can faintly see the character. The character is holding a prop which is a knife. From this I can infer that this is a image from a horror/thriller film as in most horror/thriller films they have low-key lighting and also hold dangerous weapons in their hands.

Image 11:

In this image, there is high-key lighting which is used to show the characters clearly and also shows the environment their in. The high-key lighting also glamorises the characters and allows them to connect with the audience. There is a prop in the mans hand which is a firearm and the woman is hugging him in the image. From this I can infer that the man might've done something heroic and therefore the woman is rewarding him with a hug to show how proud she is.

P.S. When trying to copy and paste the images, it didn't allow me to do it. I also tried saving the images onto my laptop then putting it on the blog but that didn't work either.

Practical Work Essay

In my time-lapse, I used one shot throughout the whole video so the audience can see me transform into a villainous character. The shot I used throughout the whole video was a medium-close up. I used this shot so the audience can see my facial expression clearly. Furthermore, I used it so it can give a little scare to the audience and subvert the typical villain in a TV show or movie. Towards the end of the video I turned off the classroom lights and used a bottom up lighting towards my face so the audience can clearly see my face and create's some fear for the audience. I used black make-up which connotes fear, danger and many more things.

Semiotics: icon, index, symbol blog task

1) Find three examples for each: icon, index and symbol. Provide images or links.

Icon:  

Index: 

Symbol: 'DOG', 'Car', 'Domino's Pizza'

2) Why are icons and indexes so important in media texts? Icons are extremely important in media texts because it shows you what is being presented and indexes are really important as well because it shows you evidence of what is being presented, the indexes backs up the icons.

3) Why might global brands try and avoid symbols in their advertising and marketing? Global brands might try and avoid symbols in their advertising and marketing so consumers will only remember the brand for its name rather than just the symbol.

4) Find an example of a media text (e.g. advert) where the producer has accidentally communicated the wrong meaning using icons, indexes or symbols. Why did the media product fail?
In this Starbucks advert, the producer has accidentally communicated the wrong meanings with the two cups next to each other on the grass and there is a dragon fly that looks like it is about to crash into the cups. This advert poster was made in 2002 and in 2001 there was a terrorist attack in America when a plane flew into the twin towers. This led to the twin towers being destroyed. People would see this advert poster as a reconstruction of 9/11 even if it was unintentionally done. The wrong message was given out to the consumers and led the media product to fail. The two Starbucks cup is the icon however the index could be the twin towers. The dragon fly is the icon however the index is the plane that crashed into the twin towers.

5) Find an example of a media text (e.g. advert) that successfully uses icons or indexes to create a message that can be easily understood across the world.

 This Coca Cola advert was successful as it involved all the consumers as they were able to get their name personalised on the Coca Cola bottle. The icon of this advert was Coca Cola with their glass bottles and the red layout. The index is the red label that is on the bottle so people recognise that it is Coca Cola. People would easily recognise this is Coca Cola as they will be able to realise the red layout with the design at the bottom. Coca Cola was able to attract consumers towards their product as this marketing campaign allowed consumers to personalise the label and put their name on it.