Section A: Q1.b.

You will be asked to apply one of the following to either your music video or film opening:

• Representation

           - Visual pleasure 
           - Signs 
           - Object/ subject gaze
           - Polysemy/polysemic
           - Hypereality
           - Simulation 
           - Simulacra

• Audience 

           - Encoding 
           - Decoding 
Dominant 
Negotiated 
Oppositional
Socio-cultural
Context 
Personal Identity
Reception
Uses and gratification 
Surveillance
Escapism
Cultivation theory
Hypodermic model
Passive/active audience 

• Narrative
• Genre
• Media language 

• Things you should do in the exam:

• Outline the concepts for discussion with reference to relevant theorists.
• Apply these ideas to a range of specific elements from your coursework.
• Discuss how well the concept/theories relate to your productions.

Key words for each theoretical concept
Reception.

• 
  
• Hypodermic model.
• Passive/active audience.

Narrative:

• Character types -  villain, princess, etc.
• Equilibrium/disequilibrium.
• Binary oppositions.
• Narrative codes.
• Action.
• Enigma.

Genre:

• Convention.
• Iconography.
• Codes.
• Product differentiation.
• systems of expectations and intelligibility.
• Capitalist.
• Socio-cultural.
• Relationship between produce and audience.
• Myths.

Media language:

• Production terminology - effects of technical choices...

- Print media.
- Moving image.

• Use of genre conventions.
• Use of narrative conventions.