C-L-I-F-T

C-L-I-F-T
Helps us analyse advertisements (specifically posters)

Colour-What colour is the background/text or the props their wearing
Layout-How is the poster laid out? Portrait or landscape? Where are the actors positioned?
Images-What images are being portrayed in the poster? Why choose those specific images?
Font style-Why's the font different in one text than another? Is the font original to the product?
Text-What words are mentioned in the text? Is it original?

Theory

Stuart Hall
A cultural theorist
He developed a theory called- "Hall's Theory" 
His theory was audiences can have a different reaction towards a media text.


POLYSEMIA

Preferred reading - How the creator wants the reader to view media text

Opposition reading-- where the intended meaning is totally opposed by the reader



The other theory
Another theory was- "Reception Theory"

The idea that communication is a process, involving encoding by producers and decoding by the audience.
 Idea that there's Three Hypothetical positions.

The dominant-hegemonic position: The encoder intended meaning is fully understood.

The negotiated position: The legitimacy of the encoders message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoders experience.

The op-positional position: The encoders message is understood but the decoder disagrees with it.



Albert Bandura
He developed a theory called- The theory of media affects

The idea that audiences acquire attitudes/ emotional responses and new style of conduct through modelling.

The idea that media representation of transgression behaviour, such as violence.

Hypodermic needle theory: Media effects theory relating to Marilyn Manson and natural born killers.


George Gerbner

He developed a theory called- Cultivation theory

The idea that exposure to repeated patterns over long periods of time can shape and influence the way in which people perceive the world around them.


Steve Neale's

His theory was Genre was made up off repetition.
An example of this is horror movies where us, the audience expect jump-scares and dark rainy backgrounds.

This is why movies are notable for the thing they've done differently to help them stand out from the crowd.

representation

Click on this link to have a look at my representation




https://drive.google.com/file/d/1tEa2n-8WxUbZCEOaIo71xGI-AGbsYZXg/view?usp=sharing

representation about newspapers

Boyz In Da Hood

The opening starts with off screen dialogue that leads to a shot out. This is done instantly to highlight how dangerous of a place the kids are growing up in is. It also shocks the audience straight away as it presents how bad things are in america. The camera then immediately slows zooms into a stop sign. This is to show that something needs to stop or change or whatever is happening in America isn’t good enough (the silence also helps the audience think about whats just happened off screen). The camera cuts to a long one shot. The setting is really ruff and the boys costume seem to be working class tier. 3 more characters walking to the camera shot and, the camera follows them to their destination. The setting becomes even worse when the camera showcases dogs eating desperately trying to find food in bin bags like foxes. The language coming out of the actors is distressing for audiences as no children (who we assume to be innocent) should be speaking about crimes and violence with such calmness. It makes the audience assume that this kind of violence seems normal in their lives.
The actors split into two angles. One child in a medium one shot and three kids in a medium long three shot. This separates the actors personalities. The three children who seem to be smartly dressed and reasonably well spoken. On the other angle theirs a boy who is casually clothed and seems to be heading towards this violent life.
The camera pans to the left and then there's a cut to a poster of Reagan Bush;84. The poster is in a close up and you can see its been torn and shot. There is a symbol/ message the director is trying to send to the audience which is that the working is class clearly do not like him. The camera cuts to a medium long 4 shot. The looks on the actors faces is nerving for the audience as kids or even adults should be terrified at what they are looking at. This clearly shows the violence these children have been exposed to, which is not good for anyone. A long two shot is shown and one of the boys then puts his middle finger up at the poster further proofing my point that the working class people hate him. A over the shoulder, close up two shot is shown as two of the actors are having a conversation. The attitude coming from the boy in this clip is extremely aggressive and rude. Indicating to the audience the type of langue the boy is being taught at home or in his neighbourhood.

Three counter-types

Typically people that go passed the age of 50 tend to give up on their body whereas this image is a counter-type as the old couple still putting in the work.

This is a counter-type as the stereotype of a Jewish man is a white man with a bushy beard and glasses. This man on the other hand is black which goes against the stereo-type.

This is a counter-type for overweight people because people imagine them to be eating loads of food but this person is doing something about it by running and working it off.