Hall's Perception Theory

Picture representations

Active audience theory - Uses and Gratifications Theory

The uses and gratification theory is by Blumler and Katz, they ask the question why do people consume media?

Media is consumed for:

• Information - News papers, news channels 
• Personal identity - social media e.g. Facebook, Instagram 
• Entertainment - cinema, youtube, TV, music, radio
• Integration and social interaction - Facebook, twitter, tumblr

If our audience were going to consume our product for entertainment then we would use more colours and use a range of interesting locations as the plane and simpleness of a music video would not be very entertaining.

If our audience were going to consume our product for escapism then we would try to make the video look more like a fantasy and emphasise the fact that it is representing a story or event. Almost like a fairytale with tonnes down colours as if it was a dream.

If our audience were going to consume our product for information seeking then we would make our video in a more formal way, with slower editing that lets the audience take in an signs or information that we are trying to put across to them, like letting them read any text shown on screen.

If our audience were going to consume our product for personal identity then we would create a video  that shows the platforms that they can use to explore the them of personal identity such as Facebook, Instagram and focus the video on a storyline of someone who is trying to find who they are in life.

Record Label Research

STMPED RCRDS

This record label was founded by DJ and producer Martin Garrix, the label has signed artists such as Area21 and Bebe Rexha .

The label focuses mainly on genres such as ambient house; downtempo; electro house; tech house; progressive house; future bass; trap; trip hop.

This highlights that the label is more on the electronic dance music side of things and artists such as Bebe Rexha who are looking to grow not just into the EDM music business but into the pop music business and not as a DJ like most of the artists signed onto the label but as a singer.

This label is also different because unlike most labels it is all about the artists and what they want to do, Garrix has collaborated with all of the artists on the label at least once and it goes to show that the label aims to help young up and coming artists to grow into the music business.

Capitol Records

Capitol Records is an American major record label, it operates as a division of the Capitol Music Group. It was founded as the first West Coast-based record label in the United States in 1942 by industry insiders Johnny Mercer, Buddy DeSylva and Glenn E. Wallichs. In 1955, the label was acquired by the British music conglomerate EMI as its North American subsidiary.[1] EMI was later acquired by Universal Music Group in 2012 and was merged with the company in 2013, making Capitol Records and the Capitol Music Group both a part of the Universal Music Group

The label has signed artists such as 5 Seconds of Summer, EDEN, Ella Eyre, Don Diablo, Bastille and Niall Horan. This goes to show that bigger record labels such as Capitol Records are more capable to have a broad range of music genres because they have the money to distribute and produce a larger range of music genres.

For the song We Won’t Leave You by Steve Void I think STMPD RCRDS would be a better record label overall because Void produces music that is more focused on the House and Electronic Dance Music genre.

Halls preception theory

Concept stills - Charlie

     The main concept I was trying to capture from using this teddy bear was how it slowly deteriorated into a worsened state over time. These pictures represent that nothing ever lasts forever. The teddy can be seen as "happy" in two of the photos, however as time inevitably moves forward, the teddy gets damaged beyond repair, the teddy's happiness cannot and will not last forever.

If I had more time, I would have used some better locations for the shots as well as more creative angles and lighting. One shot I would've liked to have produced was a birds-eye shot of the teddy floating on a lake. This would have represented vulnerability, loneliness and hopelessness.



What went well- The shots were creative and I utilised different camera skills well. For example, focus.

Even better if I used some different shot types. The locations are creative however, I only used two shot types being medium shots and close ups.

Theories from Berger, Mulvey and Geuntlett

Berger - ways of seeing > people see things through the eyes of ....

• Cameraman's perception > constructs thing image > audience sees this image =  

                                                                                                             audience perception




Mulvey - the male gaze
                   > men act and women appear

• Traditional films represent present men as being active and women as passive.

Gauntlett - masculinity in crisis
                 > men are confused about what they should be like = traditional male + new male