Media NEA research

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Media Studies Notes

Narrative Theory Narrative is created to appeal the audience. It entices the audience.  Most themes are consistent in old folk stories even if they are from different cultures.  Vladamir Propp studied Russian folk stories and discovered 31 character functions.  Propp discovered that there are 7 character types in most folk stories :  The Hero  The Villain (struggles against the hero)  The donor/enabler (prepares the hero or gives the hero some magical object) The helper (helps the hero in the quest) The Princess (often sought for during the narrative)  The false hero (perceived as good character in beginning but emerges as evil) The dispatcher (character who sends the hero off)  Todorov discovered that narratives are created in 5 stages :  Equilibrium → Disruption of equilibrium → Recognition → Repair → New equilibrium Levi-Strauss : Binary Opposition Narrative always has a conflict (Good and Evil) and will usu...
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Tide advert (1950) representation

In the 1950s Tide print advert, we see a clear representation of women.   Firstly, we see that the Tide advert has lots of red fonts as well as a distinctive theme throughout the advert. The colour red in colour psychology suggests power and dominance. Here we can clearly see that although the colour red may be associated with females and feminine adverts, it may also suggest the dominating nature of the product and its superiority. The product is shown being hugged by a woman happily smiling which may represent the regressive attitude that a woman loves household chores and will continue to fulfil domestic duties.  Secondly, we see that the tide advert personifies the product as a man. We see that the product is specifically personified as a man as the bold red font reads “Tide’s got what women want”. Here it is evident that the advert is using the characteristics of the man such as power and dominance (hence the colour red) to persuade the readers of the print adver...
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Continuity editing in Kal Ho Naa Ho

In the Bollywood film Kal Ho Naa Ho (2003) we see that in Aman Mathur’s (Shah Rukh Khan) entry scene there are a variety of continuity editing techniques used to create a strong entry scene and build up Aman as a character.   The scene starts off with 2 parallel tracks which are continued throughout the 3-minute run. We see  Jennifer Kapur (Jaya Bachaan), Naina’s mother with her two children crying and praying for an angel to come. This is then cut to a shot of Aman standing on a boat near a river. The following set of shots enforce the message that Aman will be the children’s “Angel” in some way. The shots are from various angles and only show the back portion of Aman. This creates a sense of mystery and keeps the audiences hooked as they want to know more about Aman as a character. There is a use of a tilt from the top to the bottom of Aman to further create mystery as well as a pan. These two camera techniques highlight that Man will be an important character in the pl...
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