Jean Baudrillard

Jean Baudrillard’s Theory of Postmodernism

Postmodernism: The idea of postmodern culture, where there are boundaries between the real world and the world which the media have influenced and changed. These two things make it difficult to distinguish what is real and what has been simulated. The media portray images and text in a way that makes them look real – texts can be altered and interpreted differently to represent a hyper reality. Therefore, making the text unrecognisable from the original after it has been recreated. Immediately, the effect of this can be that viewers expect unrealistic things because information is false or exaggerated.

Stranger Things

-       - The long form television drama ‘Stranger Things’ can apply Baudrillard’s theory of postmodernism through references to a well-known board game called dungeons and dragons. The director uses this product to present the 80s time period the LFTV drama was set in, which conforms to the hyperreality theme highlighted.

-       - Hyperreality is demonstrated when Stranger things use significant effects that give the theme of supernatural – when they present the characters, such as Eleven and eerie scenes like lightbulbs switching. ­

     - Stranger things can present hyperreality, this is because the TV drama’s representations are based on other media representations and stereotypes from the 80s time period. For example, how Stranger Things represent an American town during this time period, based on media texts that have been created – with images of what houses looked like, including the internal decoration. However, the main location that the LFTV drama was filmed in is fictional (of Hawkins).

Deutschland 83

-       - Deutschland 83 uses a real-life event known to German culture, being the cold war, which gives the sense of reality. However, the long form television drama uses actors representing characters to show what people in Germany were going through during the 1980s – making it seem real, with the references to history that were real. For instance, the costumes, hair, music and attitudes of people. It is hyperreality for the reason that the box set isn’t completely factual – it puts the viewer in their position, what it felt like and what could have happened during this time period.

News

-       - The postmodernism theory can be applied to newspapers with the content and how they represent it. For instance, illustrations of celebrities and the luxurious and glamorous lifestyle they live. This can be exaggerated to make readers look-up to them and why they became famous. When in actual fact it has been exaggerated. Therefore, creating hyperreality. A newspaper known for exaggerating through large, bold title and limited text explaining the article is The Sun, because their target audience is aimed at a less-educated audience. They know that this type of content will attract them.

-       - Appearances can be altered to fit what the media is trying to portray – therefore differences between real and hyperreality are demonstrated in newspapers. 

-    - Newspapers often warp reality by consistently reinforcing previews views through the media. For instance, presenting men as the ‘stronger gender’, objectifying women, or a specific religious group being labelled a ‘bad person’ for their belief – none of which is real, but views have been stated and portrayed within the media.

Paul Gilroy

Paul Gilroy

What is it?
Gilroy's theory discusses ethnicity and post-colonialism. The idea that culture has been used too often whilst trying to explain differences and divides between groups of people, as opposed to bringing people together through common interests and unity. The concept of 'Black Atlanta' draws close attention to continuities in the culture created by the African diaspora across national boundaries; for example, when newspapers represent black popular culture. 

His theory mainly focuses on ethnicity and how it is represented in the media, therefore, does not analyse other forms of inequality - such as gender. News can shape readers views through representations, making producers underestimate how much it can influence people and what they see. Consequently, Gilroy believes that these post-colonial representations can continue attitudes towards different races and ethnicities. It also shows that civilisation-ism constructs racial hierarchies and creates binary oppositions based on notions of otherness. Despite no longer having colonies, the representation of these groups is still affected by that period of time in history. 

LFTVD
This theory can be used when analysing how characters of people are represented in the media, especially in terms of race, ethnicity and western culture (referring to a heritage of social normality, ethical values and political and traditional views). For example, in long form television dramas, including Stranger Things and Deutschland 83, they identify how you can apply this theory to the media. To begin with, Stranger Things illustrates Paul Gilroy’s theory when focusing on a setting that is predominantly white, whilst Lucas is the only black person shown in the drama episode. Even though he is shown with a positive representation, it presents a lack of ethnic diversity throughout. As an audience, we know little about this character and his background until series 3. Furthermore, he is a key character, but the audience feel less connected to him because we do not know much about him as a whole. As a result, the narrative is focused on and driven by white characters. 

In Deutschland 83 it is apparent that the only black character is General Jackson. He is valued as a key character, but not a main one. However, he takes authority over the white people which demonstrates that not all media represent the same stereotypical values and beliefs. Despite this being the case, this makes it clear that there is also a lack of ethnic diversity being shown in the series over Germany during this time period (1980s). As a result, we can evaluate the usefulness of this theory being good, against both Deutschland 83 and Stranger Things, due to fact they conform to the theories ideas.

Gilroy’s theory is helpful as it presents the issues around representation of ethnicity in LFTVD’s – it makes you focus on how the media is often addressed to a white audience, through the lack of ethnic diversity, therefore marginalising other groups of people based on ethnicity. Even though this theory is useful to identify messages and values referring to ethnicity. It isn’t useful when analysing how an audience will interpret the media.

News
Gilroy’s theory can be applied to newspapers, mostly illustrated across tabloid papers than broadsheets. The target audience for mid-market and normal tabloids are often a lower demographic who are influenced easily by the terminology and layout of the newspaper – dramatic, bold titles to attract them to easy-read articles. Examples of these kind of newspapers include The Sun and Daily Mail. They are stereotypically read by people with lower intelligence and immediately read and interpret the news how it is represented by the media. Stereotypes are demonstrated showing a lack of ethnic diversity or minorities – which, consequently, proves Gilroy’s theory. One newspaper who subverts his theory is the Guardian due to their fair, factual based information represented across their newspaper, allowing their target audience to interpret and form their own views. They don’t represent the same minorities across their newspapers. Therefore, Gilroy’s post-colonial theory is not useful when discussing news all together.

Cultivated Representation - George Gerbner

Cultivated Representation

George Gerbner - Cultivation theory (or the drip drip effect)

Representations:
- Teenagers = moody, spotty
- Muslims = terrorists, religious
- Gypsies = trampy, fights
- Americans = annoying, fat, loud
- Girls from Essex = fake, orange

❕ The repetition of images, stories etc. begin to shape our beliefs

Who is represented and how is it constructed?
- the person displayed on the front cover is represented as connotations such as a chav or a teenager. This is due to the fact they are wearing a tracksuit, they have covered their face and they are stood in front of a fire that has been created. However, in actual fact these images were Photoshoped together in order to influence and shape people's opinions on the event - through the media.

Stuart Hall Representation

Stuart Hall - Representation

Opposition, negotiated and preferred readings

Opposition - When an audience reads a text in the opposite way that the media intended it to.

Negotiated Reading - When an audience is allowed to bring their son experiences alongside the media’s intention (when it is left more for you to decide what you think) different audiences will mean different readings. 

Preferred Reading - When an audience reads a text in the way that the media intended it to.

Stereotypes are mostly negatively portrayed by the media.

Hegemonic power - Dominant groups in society controlling those with less power 

Theory Video

Todorov - Narrative Theory

Todorov's narrative theory suggests that all narratives follow a three part structure where they begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when equilibrium is restored. 

We created and edited a video to engage students in learning theories in media. Written on whiteboards are the different parts of the narrative theory which enables the audience to visually see what is being talked about. The voice-over will describe the narrative theory with a short clip showing an example. 

In the video that I uploaded onto Youtube, the storyline:

- The main boy is having a good day and he is happy 

- Water is thrown on him, making him sad 

- Then he is thrown across the lockers
- After, the bully comes to make things better again and apologise 
- The boy understands and is equilibrium is returned

Media Industry

What is the Media Industry?

Examples of organisations include: BBC, Disney, New Corp, Nintendo, Marvel, The Guardian. Media texts can be used to inform, entertain, or promote or products. Audiences can consume media texts in many different formats on a range of platforms.

Traditional media:
- Computer games
- Newspapers
- Music
- Magazines and comics
- Film
- Television
- Advertisement
- Radio

'New media':
- Websites
- Blogs
- Vlogs
- Online games
- Podcasts
- Apps

New media is on-demand content that is accessed through the internet using digital devices, including personal computers/smartphones. Media interacts with the audiences' engagement and feedback. Audiences are able to use one platform to display varies types of media.

For instance, on a smartphone, tablet, or laptop you can listen to the radio or download music, watch videos, read newspapers or magazine articles and communicate over social media. popular social media sites include Twitter and Facebook, which drives people to share information and other forms of media online.

Media industry marketing and promotion:
Celebrity endorsement - actor interviews on chat shows just before a film releases.
cross-media campaigns - advertising films on television, radio and the internet.
market research of audience likes and dislikes through surveys and consumer reviews.
Competitive strategies - X-Factor, for example is scheduled at a different time to The Voice - in order to reach maximum viewers.

Media texts such as Hollywood films or tabloid newspapers are aimed at a mass market audience.

Whereas, newspapers such as the Guardian would target a specific niche audience.

Media regulation: U, PG, 12A, 12, 15, 18, R18

The film ratings are used by the BBFC.

Media producers are always looking for ways to grab our attention and every try and influence the way in which we live our lives.

Curran and Seaton theory - power and media industries
- this is the idea that the media is controlled by a small number of companies, driven by the logic of profit and power.

Who owns the media?
Comcast
Walt disney
CBS
Viacom
21st Century Fox
Time Warner

UK Media
newspapers
news corp
amg:media
trinity mirror
N&S
telegraph
independence
guardian

BBC acts as a counterweight public service broadcaster = PSB
The BBC doesn't rely on advertising. However, faces cuts and other media competition such as SKY.

Genre

Filming practice

In our third lesson, we learnt different types of film genres that can be created. These include: Comedy, Thriller, Romantic, Horror, Action and Adventure, Si-fi, Western, Crime and Mystery, Drama and Musical.

Genre theory - Steve Neale:
- He stated that genres may be dominated by repetition, also marked by difference, variation and change.
- The idea that these genres change, develop and vary as the borrow from and overlap with one another.

Definitions:
Hybrid: Combination of two genres for exmaple, romantic-comedy, action-adventure
Intertextuality: The relationship between texts, including famous paintings, biblical references, music artists that reflect and affect the audience's interpretation of the form of media
Genre: Type or catergory of something

Acronym 'Destinct':

D escribe
I  n detail
S etting - location, historical time period
T hemes - love, guilt, revenge, good vs. evil
I cons - significant props (i.e. weapon, wallet, umbrella)
N arrative - how a story is told, plot
C haracters - boy/girl, their background
T extual analysis - style of camera, editing, mise en scene and sound (image, text, colours, characters).

In order to practice and get a feel for a variety of genres, we got into groups of threes and were given two of the following genres. Me, Ella and Amy had Drama and Thriller. Consequently, we put together a short plot - two girls were having an argument over their best friend getting together with the other friend's boyfriend. As the argument gets heated, one of the girls are pushed off something taller than the ground beneath (the drama genre). Then we have one of the girls creeping up on the other behind an umbrella prop at the beginning (this part is thriller); it builds the suspense as to what will happen in the foreshadowed events. As a result, this is the reason we decided to edit the images in this way.

We used aspects of the acronym 'LIAR' in order to create our media. Our media effects the audience due to the fact that they are drawn to the realism of the drama - it is a real life situation. Therefore, enables the viewer to feel connected to the characters or feel sympathy towards them. On the other hand, we used a couple of different camera angles in order to achieve the sort of images we wanted - for instance, camera face angles from both of the girls, zoomed in shots, as well as images with the whole scene in (this captures the type of genre and setting that the pictures are located at). Furthermore, uses the language.

This is the beginning of the story. We chose to picture an innocent girl, sitting alone on a playground. She is smiling which shows that the upcoming events are going to contrast, in order to show the genres.

The next snap shot is closer to the camera and has more focus on someone peeping over an umbrella to create a drastic suspense. It makes the viewers question the character's intention; whether they are good or evil. The images are showing a setting of a present day drama, with the use of the prop of a mobile phone.







The characters clash and cause a 'drama'. Hand gestures and frowning expressions present ideas of argumentative characters. It also doesn't show a one sided disagreement which purposely makes the audience question what is being said.










Amy starts pulling at Ella's hair as things lead from one thing to another. Evil is beginning to show as well as revenge.

Amy uses her prop to attack Ella, but before it does damage she puts her hand out to defend herself. the camera shot angle has changed to Amy's facial expressions to show her thought process - anger. The icon is used as a weapon.

The focus is taken back to Ella in the camera shot to show Ella having more power over Amy, when shoving her. Amy is hanging over the edge of the bench which is building suspense and curiosity to the audience.

This camera shot is in mid-air for the reason that the plot is unwinding and showing what has happened as a result of the arguing.


















The end of the storyboard represents the prop on the other side of the scene and Amy sprawled across the ground. This is evil being shown, which contrasts the beginning.