Young and Rubicam

Developed the 4 C's, which stands for Cross Cultural Consumer Characterisation.

There are 7 groups to which audience members are categorised: explorer, aspirer, succeeder, reformer, mainstream, struggler and resigned. 

Explorer

Challenge and discovery

New experiences

Different from other people

Our target audience for our trailer may perhaps be categorised as explorers due to their need to experience new things such as the genre of supernatural horror, or a different style of narrative within this genre. They may like the challenge of a supernatural horror and the twists and turns that may occur. Within our narrative, the audience are faced with the conflict between the primary characters of Morgan and the supernatural entity and also the horrifying discovery of why the entity is causing havoc and distress for Morgan. The character of Morgan herself may be seen as an explorer to which the audience will be able to relate to, perhaps through a sense of personal identity under the Uses and Gratifications theory. 

Reformer

Value their own judgement, do want they want to do

Anti-materialistic

Considered as intellects

A lot of tolerance

Core motivation is for enlightenment

The Mainstream

Daily routine

Largest of the 7 groups

Tend to copy other people and like what they like

Core motivation is security

Our audience members may also be seen as reformers due to matching several factors under this category such as being part of the mainstream, a sense of routine and security and perhaps copying others, maintaining social relations through watching genres such as supernatural horrors. Even though they are primarily considered explorers, a sense of routine may be established, for example in education or employment. Audiences may also enjoy security through being aware of the typical conventions a supernatural horror has to offer. Copying other people may be associated with audience members going to watch this genre in friendship groups. Our target audience may also be part  of a mainstream audience due to the enjoyment of mainstream cinema and the exhibiting of supernatural horrors in this type of cinema.  

Gramsci - Hegemony

Extra information: http://www.theory.org.uk/ctr-gram.htm

The media are a ruling class, the industry has both control and power over audiences through the hegemonic viewpoints represented. The audience may come to believe or see these viewpoints as common sense or a natural way of thinking.

These viewpoints may be represented through a range of media including TV and newspapers.

VALS - Values, Attitudes and Lifestyles (Audience)

After taking the VAL survey, I may be considered primarily as an experiencer and secondarily as a striver.

 

Me and Joanna also feel that our target audience for our film promotion package may also be considered as experiencers, due to their love of excitement, which they will potentially gain from viewing our trailer, poster and front cover.

Narrative Quizlet

Quotes

Codes and Conventions: 

'New forms of media - first movies, then television, talk radio and now the internet - tend to challenge traditional codes of conduct. They flout convention, shake up the status quo and sometimes provoke outrage.' - Willow Bay, American Journalist 

Research and Planning: 
'Without leaps of imagination, or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning.' - Gloria Steinem, American Activist 

Todorov - Narrative Theory

Narrative is the organisation of events, audiences need narratives as they provide coherence, we also need it to be able to make sense of things.

We connect events and make interpretations based on the connection of events.

We seek a clear structure - beginning, middle and end.

In Todorov's theory of narrative, there are five stages:

1. Equilibrium - a state of harmony and peace - all is how it should be.
2. Disruption of Equilibrium - an event happens as to disrupt this harmonious state.
3. Recognition of Disruption - characters recognise that all is not well.
4. Repair of Disruption - an attempt by characters to restore equilibrium and overcome the damage caused.
5. Restored/New Equilibrium - a state of harmony and peace is reached after the disrupting events of the narrative.

These are expected stages of a narrative.

Todorov argues that narrative involves a transformation, characters or situations are transformed throughout the stage of disruption within a narrative.