Winter Revision

Long/Short Takes - Long takes is where there is a significant amount of time in one take with no cuts. A short take is where the take only lasts a small amount of time before a cut.

Continuity of shot - when movement is shown, the next scene will continue the movement previously in the correct direction.

Action Match - When something is focused on in an action sequence, for example the shot would move closer to the subject to focus on them and guide the audience.

Transitions - How the cut between the shot changes, for example fading into another shot or just cutting by the frame.

Establishing Shot - The shot which shows the location and setting of a scene. For example the outside of a building or a shot of an entire room. This is usually a wide or long shot.

Master Shot - This is where every actor in a scene is completely in frame. This means that the scene shows everything that is happening and does not focus on one specific person, instead it shows the scene.

Insert Shot - A shot which will make the viewers only focus on a specific thing or actor in the scene which the director wants the audience to focus and emphasise with.

Cutaway/Parallel shot - when the shots of a scene cut between each other but maintain a parallel line between actors. This generates tension in the scene. These scenes are usually shot at eye line.

Eye line Match - This is where the camera position will match the eye line of an actor. This is often used in shot reverse shot to show where an actor is looking.

Shot Reverse Shot - This is when the shots are edited together back to back in a sequence. This shows relation between actors and is most frequently used to show a conversation.

Ellipsis - Where movement and action unnecessary to telling a story for a plot line is removed in editing so the audience can piece together the plot.

Montage Sequence - many clips edited and sampled together to show progression over a long time period throughout the timeline of the film.

Male Gaze Theory - 

The male gaze theory is a theory which highlights the idea of all film being adapted to suit the male audience. This dates back to the start of film in the early 20th century, as the men were considered more powerful, so they would be more likely to watch the male ideal films as opposed to the films women want to watch. Companies would do this so that they could make more profit from their films.

The Lynx adverts suits the male gaze theory as it uses a woman on the cover, who is used to interest the male audience as the woman is used sexually on the advert which many men would be more inclined to read.

Audience Profiles - 

Audiences are profiled through their actions. Whether this be online data or public profiles it is very easy to creates a basic understanding of who someone is with a short profile.

BARB - Broadcaster's Audience Research Board - Collates research from the most popular Uk broadcasters such as BBC, ITV, and Sky. This shows them what people like to watch the most.

RAJAR - Radio Joint Audience Research - collects listeners data from over 300 radio stations across the UK. This shows what people listen to and are interested in

NRS - National Readership Survey.

All of these together can take a profile of an audience through their interests and lifestyle, this gives them a basic understanding of the things people like, and other things that people could like from the readings.

Denis McQuail (1987) - identified four categories under the broader heading 'uses and gratifications'. This creates an understanding why audience use and interact with certain media product. The categories he created are - 

Escapism - People use media to escape/ get away from reality.

Surveillance - people use media to find out information.

Personal Relationships - People use media products as talking points.

Personal Identity - People use media product as a way of shaping their own 'subcultural identities'.

These are the 4 main categories of why audiences use media, and generates a list to profile somebody with.

Primary Research Methods - 

Questionnaires - people are presented with basic questions to gain information about an audiences view and opinion on something, or to create a profile of someone to show their identity. Qualitative or Quantitive data.

Focus Groups - A group of people that are used to talk about a product before it is launched. This is where they give verbal feedback which the developers can note down and use the personal experience to better the product.

Interviews - This is when someone is given direct questions verbally. These questions are often more intricate and offer a longer more detailed answer which is much more useful for a developer as they gain more information.

Online Surveys - These are questionnaires that a target audience complete at their discretion over the internet. The answers can be short and simple or more detailed depending on the user.

Secondary Research Methods - 

Internet Research -  Using a search engine to search specifics about the information someone is trying to interpret. This is using website and articles that already existed. Written by other people.

Books and Journals - This is when people gain information through physical sources that are written down. For example they would read a book that is focused around the subject they need information on.

Magazines and Newspapers - People find information similarly to books and journals. They look at articles and try and decipher information from them. These are written by other people.

Television - Using documentaries and facts that are digital media supplies. They use these to generate information about what people do not just in common but online as well. This will be more useful for a digital product.

Active Audience Theory -

Gauntlett (2004) - the problems with the way that the effects model treats and audience and the media texts as the root of a problem. This is negative as they do not take any other factors such as sociological and psychological into account which could make a lasting difference.

Practice Questions - 

1 - NRS - National Readership Survey.

2 - NRS is used to classify demographics based on occupation and income.

3 - This information may change the daily mails advertising strategy, as they use digital adverts more often than they use physical adverts in newspaper. This means that they can generate more income from those adverts as more people are seeing them than on a physical paper.

4 - Cross Media Company -  Sony (Games Production and Film Production)

5 - One way that products are advertised to people in a digital age is product placement. This is where a product is used in a game or film so that the audience become interested in the product as it is linked with the media product.

Another way products are advertised in a digital age is by advertising on websites and social media. This is when a product will be advertised on screen as the user browses the media. They will see this and maybe buy one of the products because of the online advertisement.