Media Theories And Terminology - Jason

Throughout the media course, we've learnt many media terms and theories that aid us in our analysts of different media texts. When it comes to the theory side of our coursework, these terms and theories will no doubt help us explain our production e.g. camera shots, plot devices etc. Here are some significant media terms:

• Macguffin - A camera shot technique used to lower voice projection
• Denotation - The common sense or everyday meaning of a sign e.g. a red rose is a garden plant.
• Connotation - The additional meaning that an image or word carries with it, above its everyday meaning e.g. a red rose connotes love ( now it represents an emotion and not a garden plant).
• Enigma codes - These codes control how much we know about the narrative and usually holds audience interest. This usually used to create mystery.
• Action codes - These are codes that are used to be seen as important in developing the narrative e.g. a gun being cocked signifies that a violent scene will occur.
• Catharsis - When an audience views a form of media text, they are "purged" or their emotions e.g. violent films act as a catharsis to purge violent emotions.
• Desensitization - When an audience has been exposed to much violence through media texts, they are no longer affected by it.
• Target audience - The audience intended to view a certain media text.

These media terms all link to our upcoming production. Though certain camera shots haven't been decided upon a Macguffin may be used. Both denotations and connotations will be used in our production. Enigma codes may be used to hold viewer interest thus making an effective trailer. Action codes will obviously be involved because one genre of our production is action and our group already have plans to use this code. Catharsis and desensitization all depend upon the audience's part of viewing our production. Our target audience, as mentioned before, will range from 15-25 years old.
With this media terminology comes media theories. Media theories are an interesting way of viewing a certain piece of media text. While viewing, you can apply many media theories with it and can almost figure out what intended reading the director was trying to portray. Here are a few media theories:

1. Vladimir Propp's "Spheres of Action" - Vladimir's spheres of action look at each individual role of characters in a media text. He had developed this theory by studying Russian fairy-tales. Here is each character role

• The Hero - The central protagonist that saves the day and restores equilibrium.
  
• The Villan - This character creates a complication in the narrative.
• The Donor - Gives the hero something that will help in the resolution.
• The Helper - Helps the hero in restoring the resolution.
• The Princess - The character that has to be saved by the hero.
• The Dispatcher - Sends the hero on a task.
• The False Hero - A rare character that appears to be good but is revealed to have been bad all along.
  

Roles can be combined e.g. the donor can also be the dispatcher. In our production, many of these character roles will be fulfilled, nearly completing the spheres of action. Kalbir will be the hero (protagonist), Mr. Bush will be the villan (antagonist), Harris will play the role of the donor/helper and my role is yet to be decided.

2. Another media theory is the Equilibrium, Disequilibrium and New Equilibrium theory. It is a basic theory that is executed in most movies. More taken as a formula to form the basis of a movie, all three terms are explained. The Equilibrium in a media text is an existing state of harmony. Then comes the Disequilibrium where the equilibrium is disrupted by an unfortunate event or character which leads to a chain of events involving conflict. After this comes the New Equilibrium where the evil forces are defeated, the conflict resolved and harmony exists once more.

3. Young and Rubican's 4c's - Young and Rubican are advertisers that invented a phycological profile for their marketing model that they called Cross Cultural Consumer Characterisation (4c's for short).These 4c's divide people into seven types, depending on their core motivation:

• The Explorer - These people seek discovery.
• The Aspirer - These people seek status.
• The Succeeder - These people seek control.
• The Reformer - These people seek enlightenment.
• The Mainstream - These people seek security.
• The Struggler - These people seek escape.
• The Resigned - These people seek survival.
  

4. Demographics - Demographics are the statistical characteristics of human populations, such as age and income, that are used by businesses to identify what form of media or what media text they are into. Audiences are placed into groups using quantities data which is also based on their gender, social class, geographical location, religion and ethnicity. A few examples of demographic groups are :

• Group A - People in higher management, bankers, lawyers, doctors and other professionals
• Group B - People in middle management, teachers, creative and media skilled people e.g. graphic designers.
• Group C - Office supervisors, junior managers, nurses, specialists, electrical staff.

Using these demographic groups, we can see what sort of media text and genre would appeal to each group. Our production will most likely appeal to all demographic groups because there will be a variety of conventions in our production to keep everyone entertained. We hope that our production will be a success so that everyone will enjoy it.
To conclude the explanations of media terminology and theories, every form of media text and genre can be analysed by using media theories and terms. Also, by using these terms and theories, in-depth analysis can be used in order to fully grasp the director's intentions. We hope that in the future, our production will be used as a subject of analytical discussion.