- Pure genres (by themselves) can be comined -> e.g. 'romcom', 'sci-fi' etc to create new products; with elements of different ones.
Iconography - the signs that we associate with a particular genre; setting, characters, objects etc.
Audiences,
Audiences like genre because it is helpful in identifying the type of product and therefore we have certain expectations about it. They like the reassurance of a familiar pattern.
Producers like genres because they secure good sales, because they know the popularity of certain genres and genres combined. Genre makes it easy to promote and advertise and is an easy way to explain the film, which helps greatly in marketing it.
* Changing Audience:
Since the end of the 20th Century audiences changed because new tecnology means there is now a huge amount of choice. We used to talk about a MASS audience and you could talk about broadcasting. Today we talk about narrow casting and a FRAGMENTED audience. NICHE audiences define a small audience with a specialist interest.
* Defining the Audience:
Age/nationality/location/ethnicity/religion/politics/education.
* Socio-economic groups:
A - High management positions
B - Middle level management
C1 - Junior managers
C2 - Skilled manual workers
D - Semi-skilled/unskilled manual workers
E - Casual workers/unemloyed and state pensioners.
Audiences Reactions:
Hypodermic Needle theory,
- audience is passive and the media injects you with ideas whch you accept and don't question.
audience being passive - audience accepts the media tells them
active audience -> modern: take from the media what they want, they don't accept and believe everything the media tells them. ( uses and gratification theory)
^ audience has a set of needs which the media meets in different forms:
1. Diversion -> escape from everyday life
2. Personal relationships -> sociability: talking about the media with other people/identification with the characters in the media
3. Personal identity -> compare own life to situations in the media
4. Surveillance -> information about what's going on in the world
MASLOW'S HIERACHY OF NEEDS
Maslow thought that you had to satisfy one layer of needs before you move onto the other.
Self actualisation - achieved goals/in control
Esteem - status/respect from others
Social - belonging to a group
Safety - job security/friends
Physiological - food/shelter -> basic needs
* Ad companys have divided up the audience on the basis of this theory.
survivors = security + routine
social climbers = status symbols and material objects
care givers = caring and sharing
explorors = personal growth and social change
THE TWO-STEP FLOW THEORY
media --> opinion readers --> individuals
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