Reading Style (Exhibition and Distribution): To distribute my film, I will upload it to many websites targeting students, I will also link it to many social networking sites, I can also enter many short film competions to try and get it publisied. Anther good technique I can use is going on forums and fan sites of films that have similar styles and linking my video and asking for them to watch.
Social/ Cultural Groups: Looking at the Buckingham article, I believe my audience will be the 'FILM FANATICS' category. (Male, Pre-plan their trip, 25-44, go in 2s, review led.
http://www.slideshare.net/ElaineHumpleby/audience-pete-buckingham-what-people-go-to-see" title="Audience pete buckingham what people go to see" target="_blank">Audience pete buckingham what people go to see
from http://www.slideshare.net/ElaineHumpleby" target="_blank">Elaine Humpleby
Demographics - National Readership Survey: Studying groups of people, the classifications are based on the occupation of the head of the house hold, grading from 'A-E' regarding social class. Typically, film noir's target audences 'D-B' and mostly male, the audience for our film noir is going to be 'D-B' but we're targeting it at a mostly female audience.
Mode of address - How does the media product talk to you? In film noir the 'MOA' is usually a warning to males to be aware of independant 'Femme Fatals.' Our mode of address is going to be along the same lines, but more of a warning to stay away from crime.
Audience Positioning - (Male gaze, Female gaze; who's perspective?) Which characters do you want the audience to support? Follow, empathise.. Mostly in traditional film noirs it's from the anti-hero's perspective. In our film noir it's going to be from both the femme fatal's perspective.
Effects models:
-The hypodermic needle model: The intended message is directly received and wholly accepted by the receiver.
-Two-step flow: The people with the most access to media, and highest media literacy explain and diffuse the content to others. This is a modern version of the hypodermic needle model.
-Uses and gratifications: People aren't helpless victims to the mass media, but use the media to get specific gratifications. (Diversion, personal relationships, personal identity, surveilliance.)
-Reception Theory: The meaning of a "text" is not inherent within the text itself, but the audience must elicit meaning based on their individual cultural background and life experiences.
Obstinate audience Theory: This theory assumes that there is a transactional communication between the audience and the media. The audience actively selects what messages to pay attention to. The Zimmerman-Bauer study found that the audience also participates communication by influencing the message.
Generally, typical film noir follows 'Hypodermic syringe' (the plot is simple) and also 'Uses and gratifications' (target men by creating a movie with an action, sexist stereotype.) Our film noir is going to follow the 'Reception theory' and 'Two-step follow.'
Audience decoding:
The Centre for Contemporary Cultural Studies also proposed a model for the types of audience decoding. The audience member assumes the dominant hegemonic position when they recognise and agree with the full-preferred meaning offered by the media text. The oppositional hegemonic positionis established when the audience member understands the preferred meaning, but disagrees with it due to their own set of attitudes and beliefs. The negotiated hegemonic positon is established when the audience member opposes or has to adapt the preferred meaning. The forth type of audience response is reffered to as aberrant decoding. This is where the audience member reads the text in an unpredicted way, producing a deviant meaning.
In traditional film noir's they included a dominant hegemonic, where as neo noir's tend to include a oppositional hegemonic.
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