LO3: Genre Theory

Genre- Dividing media pieces into categories based on common elements

Key Theory: Barry Keith Grant 1995 -     FLASHCARD

All genres have sub genres

Generic conventions/characteristics/elements 

Barry Keith says that genres can be divided into sub-genres that allow the audience to categorise them and identify characteristics 

It is clearly a horror film because it contains gore which is a common convention of horror films. This happens soon after the heroic protagonists arrive in Harga when the elders jump of the cliff and it shows their death in graphic detail. The effect on the audience is shock/tension  as the event was unexpected. 

It is clearly a physiological horror because it contains a lot of psychedelic which is a common element of this genre. This happens soon after they arrive in Harga when they are offered drugs by the cult. The effect on the audience is fear because it makes the heroic protagonist look vulnerable 

Key Theory: Patrick Phillips 1996

Genre offers audience comfortable reassurance 

EXAMPLE OF HOW MIDSOMMAR DOESNT CONFORM TO THE GENRE, BREAKS STEREOTYPES OF HORROR

Why do media industry's like genre?

Give TA

Patrick Phillips said that audiences like genres because they give them expectations so they follow predictable patterns and they almost know what is going to happen. Genre offers audiences "comfortable reassurance". Midsommar follows this theory in a sense because it is a horror film, specifically folk horror, this means that the audience expects death, gore and a unhappy ending, which is mostly fulfilled. On the other hand, it breaks a lot of the stereotypes of horror; For example, it is a daytime horror which is unusually and adds another layer of uncertainty and unfamiliarity because the audience isn't used to this situation. 

Key theory: Branston and Stafford 1999

Genres help minimize risk and predict expenditure 

Are blueprints for success

Genre conventions also make it easier to market and sell products to audiences. 

Florence Pugh and Jack  Reynold are both famous actors who went on to star in massive films, e,g Florence Pugh is in the latest Black Widow film

Artistic Style is sellable, flowers etc

Branson and Stafford says that producers use genres to help minimise risk and predict expenditure. This means that they use known successful genres to ensure their product is successful. Midsommar uses genre conventions to make the film sellable whist also making the film appear new and interesting. The film is advertised as a folk horror/ psychological horror which is a popular but undiluted genre. It is also a daytime horror which is uncommon. Furthermore, it uses its artistic style as a selling point with the set design, location, costume design and props all being very visually appealing which increases the appeal of the product. Finally the film advertises that it was directed by and stars up and coming actors/directors who have been involved a similar, popular film, 2018's "Hereditary" 

Key Theory:Rick Altman 1999

Emotional Pleasures: Sad at death of Ardors

Visceral Pleasures: Fear, Shock from extreme gore

Intellectual Puzzles: Forces audience to think about ending and consider who is in the right. Ambiguous. 

Rick Altman says that people watch films in order to feel emotions or "Pleasures". There are 3 types of emotions; Emotional pleasures, visceral pleasures and intellectual pleasures. Midsommar contains intellectual puzzles, emotional and viscera pleasures. An emotional moment in the film would be fear, sorrow and empathy in the scene in which the death of the Ardor family is revealed. The music, colour palate and camerawork all help achieve this effect with creepy music, dark colour pallets and long draw out shots. Empathy is created when the audience realises that Dani has lost her entire family and she has just found out in the prior scene, when she was extremely upset on the phone. This also links into intellectual puzzles as it allows the audience to connect the dots as more and more information is revealed.

It also creates visceral moments of shock and fear when the elders head is smashed with a hammer. It uses camerawork to create this effect by using a slow motion close up shot of the impact which forces the viewer to watch and have an visceral reaction. 

Key Theory: David Bordwell 1989:

Any theme may appear in any genre

Big Dave said that any idea or concept may appear in any genre of media, this means that ideas from one film could appear in a film with a completely different genre. In Midsommar this is very apparent, for example one of the most important themes is that of family;  Dani lost her family and the cult took advantage of her need to belong somewhere to manipulate her to join their cult.

LO3: Representation

Mise-En-Scene, Camerawork, editing and Sound are the evidence used to back up the agree-disagree argument

FLASHCARD ALL

Definition:

How the media shows us things about society - But this is through careful medication. 

Representations -  Think people and places

Key theory 1: Tim O’Sullivan et al. (1998)

For representation to work, there was to be a shared recognition of people and places. All representations therefore have ideologies behind them.

Ideology refers to a set of ideas which produces a partial and selective view of reality.

e.g. representations are based on ideologies.    -   Good vs Evil

Ideologies are belief systems in society that people be-----

Linked to Midsommar: Cults are very good at targeting emotionally vulnerable people. Core message of the film. Mise-En-Scene gestures shows changing emotions across the film with Dani being seen to be smiling at the end despite Christian being killed. This signifies that the cult has drained her emotionally making her susceptible to manipulation and she has lost all sense of humanity. The effect on the audience is that they are shocked by the power of cults and will be more aware of real cults in their day to day life. Furthermore, the ending is quite open to interpretation which leaves the audience to discuss their interpretations of the ending. 

Key theory 2: Richard Dyer (1983)

Audiences should question the representations they see in media texts. 

What does the representations imply? Is it typical of the world or deviant? Is it stereotypical or atypical? 

Summarised: How representations are stereotypical or challenged

Midsommar examples: Stereotypes or challenged stereotypes 

Dani is portrayed as very emotional while Christian is portrayed as being uncaring which fits the sterotype of woman being emotional and men being unemotional. Midsommar uses Mise-En-Scene to connote this by using gestures of Dani crying a lot while Christian is silent and unsupporting. Furthermore, the film also suppresses her emotions, whether through gestures or editing by cutting the shot being she can "let it out". 

The villains are portrayed as kind and welcoming initially and do not have the demeanor of a typical villain. This does not fit the typical stereotype of villains being obviously evil. Midsommar uses Mise-En-Scene to connote this by dressing the cult in white clothing of which the colour has connotations of holiness.  The effect on the audience is that they will not realise they are villains immediately and therefore will trust the cult initially only that trust will be betrayed later in the film

Key theory 3: Laura Mulvey (1975)

Woman are objectified in the media - This is called the male gaze 

Means that woman are sexualised in media.   

Heavily links to costumes - Mise-En-Scene 

Midsommer challenges this theory by having powerful female members of the cult denoted to be  wearing white gowns that are not sexualised clothing in order to avoid creating the impression of these characters being subordinate. Furthermore, all the members of the cult, regardless of gender, are wearing similar costumes. For example, the cult member who orders the child to be sacrifised is shown as powerful and controlling and they have used costume design to avoid weakening this impression. The effect on the audience is that they are scared of the antagonist because they are portrayed as manipulative dangerous.

In contrary, the younger members of the cult wear flower gowns which whist not being sexualised clothing, do conform to the theory because they are stereotypically feminine clothing. This creates the impression that these younger members of the cult are meant to be more sympathetic than the older cult members which is connoted with Mise-En-Scene with gestures when the younger cult members comfort Dani [FINISH]

Key theory 4: Stuart Hall (1995) , Alvarado (1987)

Western cultures continue to misrepresent ethnic minorities as in the media due to underlying racist tendencies - Shown as evil, barbaric, pitied, humorous 

Connie is pitied when she is maniplulated and murdered. Body is seen to be rotting, shows that she wasn't respected, just thrown to the side. Same with Josh's body. 

Minority groups are misrepresented 

Key theory 5: Earp and Katz (1999

Men are often represented as having tendencies of pathological control and violence

Christian 

Midsommar conforms to this theory by having the character of Christian being portrayed as controlling in his relationship with Dani. Diegetic sound supports this with dialogue when Christian is on the phone with Dani at the start of the film and he states "She [Dani's sister] acts like this because you let her" which connotes him blaming Dani for her sisters behaviour. The effect on the audience is that they will feel distain towards Christian. 

LO3: Editing and Sounds

 

LO3: Camerawork for Q6,7 or 8

Shot types

1. Close up - Good for showing emotion, connotes importance of a prop e.g a weapon.  This particular shot creates empathy from the audience.
2. Crowd shot - More than 3 main characters - This shot connotes them being a team - Midsommar cult is a band of antagonists
3. Long/Wide shot - Show location, good for action scenes, Good vs Evil connotations, Creates Spectacle
4. Establishing Shot -  Because its outside it establishes the location Sets up Verisimilitude- Act of appearing realistic so we can relate to it, empathy
5. Mid Shot - Knees upwards
6. Extreme close up - Connotes Emotion - Empathy, Fear.   
7. Medium Close up - Show empathy and emotion - Antagonists- Serious facial expressions, shows dominance, Connotates evil- Fear for the audience
8. Two Shot - Connotes teamwork - Costumes suggest they are on the same team. Similar to crowd shot
9. Extreme long shot - 

Camera Angles

1. High angle  - Camera looking down - Will look down at underdog/vulnerable/subordinate characters Stereotypically Prince, princess character someone who needs saving.     If on an antagonist it breaks the stereotype 
2. Low angle - Camera looking up - Makes character powerful - Makes protagonist look strong, powerful, going to win.  Makes antagonist look scary, connotes fear for the audience.     - Shows dominance 
3. Dutch/Canted Angle -  (remember Zandvoort corner camber) When the camera is significantly tiled to the left or right - Can show fast moving flight - When on characters it signified an enigma is going to happen

Movement

1. Panning - Left to Right, Right to Left - Commonly used at start of new location/setting, establishes the scene, Midsommar sacred tree scene or tour of village scene.  Panning over antagonists- Creates suspense, shows scale of enemy- literally can't fit them all in one frame. 
2. Tilting - Up and Down - Buildings Characters, shows immense scale or power of a character or weakness depending on direction 
3. Tracking - Camera follows a character through a scene, Enigma, Urgency, spectacle involves audience  Midsommar - Dani plane bathroom transition shot -  Shows her emotions + time shift

From Midsommar

Shot types + Angles

Establishing shot of Dani's Family's town - Shows the time of day and season as night-time in winter which implies enigma and it also breaks the audience expectations of summer they they would have expected based on the films title.

Very start of the film, opening montage

Medium-long high angle shot of the Elder just before they jump of the cliff, the outsiders and younger cult member are framed to be literally below her which implies her greater importance. This dramatic pose also connotates outer body experiences which foreshadows her imminent death to the audience, building tension,

Extreme close up shot of Ruben, the Sacred child. This signifies his importance to the cult and makes the audience aware of his character. It also shows his emotion to be quite somber which intrigues the audience and implies that the cults isnt as happy as it is portraied 

Early on in the film, soon after they arrive in Harga

Close up shot of Dani early in the film is used to show her emotions, she is worried about her sister which foreshadows the death of their family. The very dark framing also connotes upcoming enigma. Furthermore it makes use of the stereotype of woman being emotional by showing Dani as worried and Christian as unempathetic and even gaslighting her which sets the audiences opinions on these characters.

Movement + Angles

Mid shot, high angle tracking shot, the high angle element of this shot portrays Dani as emotionally vulnerable which fits the stereotype of woman being weak.

 

Early in film, just before they go to Sweden

High angle tracking shot of the firefighters and carbon monoxide pipe as it trails through Ardor's house, revealing the death of them all. The carbon monoxide pipe coming out the exhaust of the car denotes death and danger and the slow rhythm of the shot builds suspense. The scene ends with a long angle of Dani's sister that becomes a medium close up as it zooms in on her and then the laptop with Dani's messages. The colour of Dani's sisters shirt and the pipe, yellow, has connotations of toxicity which denotes that Dani's sister was a danger, which was proven. 

After Dani phones Christian when she finds out they are dead

Long shot, tracking. In this shot the camera circles 180 degrees over the car, tracking it whist it drives, which makes the shot become upside down. This connotes Harga being not normal or "back to front". Furthermore, the unnatural angle makes the viewer feel uneasy and connotations of psychedelics which build an early impression of Harga before they even arrive there. The slow motion and eery music enforce this impression on the audience.

As they travel to Harga       

Camera Angles

High angle shot of the Elder just before they jump of the cliff, the outsiders and younger cult member are framed to be literally below her which implies her greater importance with the camera looking down at them. This dramatic pose also connotates outer body experiences which foreshadows her imminent death to the audience, building tension. 

Soon after they have arrived in Harga

Wide shot high angle, taken from the top of the cliff that is a relevant part of the scene. Shows the outsiders and very small and weak in this shot to imply the power the cult has over them

Same as last shot.

LO3 and LO6

 LO3: Analysis an existing media products

      Use your own case study, film product of your choice, 12-16 marks - Big Question - One of the first 2 questions that you answer 

1. Having examples of micro elements, things that help us understand products - Mise-en-scene, camerawork, editing, sound
2. Theory: Representation, genre, narrative, audience 

LO6: Regulation BritishBoardFilmClassification/PanEuropeanGameInfomation- Effects of media products on audiences 

         Debate - Stated in quotes + Question e.g

         "Digital media products negatively impact young children" "Discuss this statement with contemporary examples and theory."

 Passive and active audience theory, negative and positive impacts -  However, in contrast, in comparison 

Case studies- 3 controversial media product 

40 minutes - FOUR sides of  A4

LO3: Mise-en-scene

Mise-En-Scene -The composition of elements in the scene, scene design and placement of actors and props. Anything in front of the camera. Everything in the frame

1. Location of filming-background
2. Blocking - Placement of actors
3. Lighting - High key (Bright) juxtaposition to Low key lighting (Dark)
4. Costumes - Actor and been instructed to wear it to create a particular meaning
5. Props - Something that is hand held  - Iconography - Both props and costumes act as symbol of character
6. Gesture - What characters do - Action- Running, banging, jumping

Analysis terms - Connote, signify,     Avoid - Represents emphasises, shows

Denotes-Denotation   What you see and hear - Description

E.g.   Denoted was Thor banging his hammer on the floor. This signifies his strength and mightiness. Makes the audience feel as it creates a spectacle, the audience knows that Thor is doing to be be victorious as he is a heroic protagonist. 

Heroic Protagonist - Leading Hero - Audience is rooting for them

      Ideal self/ Ideal partner - (Rogers 1980)

Accidental Hero - Spiderman, wasn't intended to become a hero. The Martian 

Antagonist - They set up the enigma, create disequilibrium.  Deliberately evil character

AntiHero - Deadpool/Batman as he does crime to do good.

Must pick a live action film

Films Choice: Midsommar

1. Male and Female characters: Stereotype and challenged - A male Stereotype character example would be Mark as he is obnoxious and unemotional. A challenged stereotype male character would be Pelle as he is emotional and caring initially but also shown to a heartless murderer later on. A female stereotype would be Dani because she is conventionally attractive ( Blonde etc), emotional and very dependent on others. A female challenged stereotype character would be [FINISH]
2. Heroic protagonist and antagonist- The Swedish cult are the obvious antagonists but it is only apparent later on in the film, there are also many anti-heros with Christian who is both a victim of the film but also a morality questionable person who gaslights Dani in the film.  Dani is the most obvious Heroic-Protagonist but later on in the film her morals are questionable as she is captivated by the cult and seen smiling as her somewhat evil ex dies, which could be seen as rewarding or her becoming evil as she joins the cult.
3. At least two different ethnicities 
4. 3 Action scene 
5. A clear narrative- What is the film about? What is the Genre?

Costume examples:

The cult are wearing primarily white which challenges the stereotype that the antagonists wear dark clothes. Their white costumes also signify them as welcoming and pure initially but they are evil inside as show later in the film. The outsiders are all wearing dark colours which juxtaposes the white costumes of the cult. This signifies them as different but it is a counter-stereotype because the ones wearing dark colours are the "Heros" and the ones wearing white are the "Evil" ones.

Before they arrive in Sweden, all of the main male characters, including Pelle, are wearing dark clothing and furthermore, hoodies. These have connotations of evil so these character are being foreshadowed to have evil qualities. This is most apparent in Pelle when he is wearing dark clothes before he gets to Sweden but white clothes in Sweden, this foreshadows his inner evil and motives behind encouraging Dani to go to Sweden. 

This is the flower gown worn by Dani because she became the May-Queen. It is a very flamboyant costume with a rich array of colours and a dramatic shape, this connotates royalty and wealth which shows that the cult has tried to make Dani feel very important in order to manipulate her to chose her boyfriend as the sacrifice. Flowers signify new life which show that the cult is trying to create a new life for her here and not let her leave. 

Props Examples:

This prop is a flower halo. Halos have religious symbolism which connotates Dani feeling like she is becoming a more important being as she is being indoctrinated into the cult. Flowers have symbolism of new life which signifies Dani becoming a new person with a new life and leaving the horrors of her past life behind her as she only begins wearing the crown as the cult begins to indoctrinate her. 

This prop is the holy book of the cult. It contains painting created by the pure child, Ruben. The elders then interpret these paints as instructions or commandments. It has religious symbolism because it signifies the Bible or their version of the Bible. This gives it connotations of importance and therefore suggests that the elder who is holding it is important. This is further implied when Josh is explicitly told that he could not take photos of it and the elder is appalled at the idea.

This prop is a drum being used by a member of the cult before the elder sacrifice. Drums often symbolism the natural rhythm of life so it is being used here to foreshadow the deaths of the elders as they have reached 72 years old, the end of the cyclic pattern of the cult members life.  

Gestures Examples

This gesture is all the woman is the cult crying with Dani after she finds her boyfriend "cheating on her". It shows that they are acknowledging her emotions in order to manipulate her and control her because they are the first people in the movie to validate her emotions as understandable, this is a juxtaposition to early in the film when Christians friends, Mark and Josh want him to leave Dani because they see her as an obstacle, rather than acknowledging her emotions.                                                                               

This scene is from the start of the film when Dani just receives the news that her family is dead and is sobbing whilst being comforted by Christian; He is silent and unable to properly share her grief. which is a deliberate juxtaposition to the other scene and it shows that Christian was unable to provide her with a homely feeling after her family died, even though he was never malicious to her. 

Lighting - High and Low Key Examples

Low  Key Lighting example: Here the cult member is being lit by a low key light meaning it is quite dim, from a single light source and quite a hard light, this creates an emphasis on shadows and contrast. This has connotations of evil because the darkness on the face signifies evil. Furthermore, the split lighting, with half the face being lit and half being in shadow, signifies the cult having two faces; A friendly welcoming one and a manipulative dangerous side. 

High Key Lighting example: Here, early in the film, the outsider protagonists walk out of the dimly lit forest into the open where the cult members are. These people are lit with High Key Lighting ( Soft, bright, multiple point lighting) because it connotates safety and happiness. This is done because early in the film the cult are seen as friendly so the lighting reflects that.

Location Examples

This location is of the Swedish cults village and it  is an idyllic meadow with rolling hills and blue sky's. The connotates happiness and prosperity because they are typically summer locations which is traditionally a time of good health, as opposites to winter which has connotations of suffering and death, as seen in the first scene.

                                                       

This location is the hometown of Dani's parents, it is wintertime which has connotations of suffering and death because traditionally winter was a time of hardship when there was little food. This foreshadows the death of Dani's parents and Sister in the murder suicide.  Furthermore, it is night-time which is stereotypically a time of danger, especially in horror films, and the audience is expecting the film to take place in midsummer so this setting seems out of place, suggesting something terrible is going to occur. 

LO1/ LO2 RECAP STARTER TASK

1. Name three traditional methods of advertising. Billboards, posters, magazines/newspapers
2. Name three traditional methods of distribution. Cinema, TV,  Radio (Web 1.0)
3. What do you think Above the line advertising  means? Above the line advertising advertises to a mass audience, includes traditional methods. Conglomerates find this easy because they have horizontal integration
4. What do you think Below the line advertising means? Advertises to a niche, loyal audience. To a specific demographic, made easy with digital methods such as social media. Target followers
5. What is the benefit of digital and online technology for media producers in terms of marketing a product? It is much cheaper, has international reach, can post multiple times on multiple services, allows them to target specific demographics, due to convergence culture the use of hashtags and tagging means a producer can target a wide audience which is a benefit because it involves the audience, gives them instant feedback, can go viral, 

Define:

1. Technological convergence - When you can access multiple media and services from one place. Biggest example is the internet. 
2. Cross media ownership - When a conglomerate owns different subsidiaries that produce different  media types
3. Black box devices - Black box devices are an example of technological convergence because it allows people to access multiple media and services from one place, for example a phone. Multifunctional devices. 
4. Synergy - Promoting a service or product on different platforms, e.g on social media and on a billboard. Easier for a conglomerate as they have subsidiaries 

FLASHCARD ALL