Lesson Review

In today's lesson we have stabilised some of the footage and than edited the footage.  

Vlog 5 Script Research

Active and passive

Issues about violence?
Issues about sexual content?
Issues about representation?

Two schools of though hypodermic syringe (Theodore  Adorno, 1930s - media has a negative impact.

Other school of though - We are able to filter and adapt content in  media (Gauntlett) Have uses and gratifications theory - people use media for their own purposes.

Copycat violence - negative impact on films/games/music.

Desensitised

Representation-
Who is being represented?
All representations are mediated(Hall ,1980)

Is there a use of stereotypes/countertypes (Perkins, 1979). Not all stereotype are negative.
Representation of women - are they objectified(Mulvey, 1975). Representation of men (Earp and Katz, 1999) - 'Equation of masculinity with pathological control and violence '.

Representation of gay people (Butler, 1993) - are they stereotypical.

Alvarado (1987) - ethnicity 'exotic, dangerous, humorous, pitied'.

Ideology- A belief system

Legal and ethical-
Legal- Copyright infringement? - main worry in film industry, illegal downloading.

One of the main problems that the company 20th Century Fox company faces is illegally downloaded content.

Ethical - Offensive material? Sensational? Censorship - has the film been censored?

Censorship is to take away something that might be seen as offensive to someone

Regulatory body -
BBFC - who are they http://www.bbfc.co.uk What is the age range? Did the age range get changed at any time? Is it different to US?

LO1 Task 5- Audience effects, Representation, Legal and Ethical and Regulation for "The Avatar's" Script and Video

Task 5 Script

Welcome back for our last Vlog in the series of education Vlogs, Today Vlog is about representation and how ‘The Avatar’ is portrayed,

Again let’s start off with some information you will need to know to understand what this Vlog is about;

Firstly there are two schools of thought the first is known as the hypodermic syringe which is Theodor Adorno theory form the 1930’s that means media has a negative impact and that the mass audience believe everything they see and hear which is ridiculous and the second school of thought is that of David Gauntlett’s which states we are able to filter and adapt content in media and that people use media for their own purposes which is more likely.

The BBFC stands for the British Board of Film Classification and the ASA stand for Advertising Standards Authority.

Active and Passive

There are several ways in which “The Avatar” can be portrayed whether it’s active or passive, For example to some people the film may be considered immoral as it has some scenes of sex/nudity, Scenes in which moderate language is used and most importantly a lot of scenes of violence and aggression which would be the biggest concern that 20^th Century Fox would have would be that people for example parents believe that how their child acts or what their personality is like is directly linked to what media they consume, They'll say stuff like why is he so antisocial, oh it’s that new game he’s been playing, which is much like Theodor Adorno theory that people believe everything they hear or see in media  and this therefore changes how they think and feel, So this theory states that if they are seeing violence all the time they will become desensitised to it and then go out and do something violent and yes media does affect how your live and may change how you think and feel it doesn't cause you to go out and perform a violent act the more appropriate theory is that of David Gauntlett’s which is that we are able to filter and adapt content in media and that people consume media for different reasons.

Representation

The Avatar can be said to both reinforce and challenge the stereotypes as they keep to the traditional stereotype of men i.e. the man being strong, masculine, and violent and needing to be the hero in the film which can be seen when Jake sully is taking control of the Na’vi army and the scene in which he takes control of the Toruk, this was theorised by Jackson Katz and Jeremy Earp in 1993. The Avatar challenged the stereotype of how females are portrayed by instead of making them seem week and needing saving all the time to being much like the male characters in the film i.e. they are portrayed as strong and are portrayed as heroes. The film doesn't represent any gay people however in any way as there are no gay characters in it.

Legal and ethical

Now let’s talk about the legal and ethical problems “The Avatar” will have to face, the biggest problem “The Avatar” and 20^th Century Fox has to face is Copyright infringement, which is the illegal downloading and/or streaming of a copyrighted product in this case “The Avatar” which can be found in hundreds of places on the internet (Afdah, Put locker and Pirate bay) as we spoke of in the previous Vlog. The second biggest legal and ethical problem “The Avatar” has to face is whether or not the content in the film would be considered unethical or offensive. And because of these problems that they have to deal with the possibility of the film getting censored if it is seen as offensive to a group of people.

Regulatory Bodies

This bring us to the next and final point of our Vlog, Regulatory bodies involved in the film, Regulatory bodies are the organisation that have been placed here to make sure the film is shown to the appropriate audiences. There are two organisation which specifically regulate film content the first in known as BBFC (British Board of Film Classification) which are responsible for what rating the film is and whether or not it is to be played before or after watershed for example “The Avatar” is rated a 12A in the UK but in the US it’s rated a PG-13 However “The Avatars” age range would vary as can be viewed from as young as 10 and as late as up to 14A, The Avatar keeps to these age groups by making sure they don’t show an absurd amount of sex and or nudity, it also makes sure that there are blood and gore is not specifically targeted to frighten the audience as well as by making sure there is not a mass amount of strong language used. The second organisation which regulate a films content is ASA (Advertising Standards Authority) this organisation is responsible for the advertisement of a film specifically the print material i.e. a poster for example has to be suitable for all audiences whether you a child or a grown man as the poster can’t just be taken down every day and put back up when its suitable for the adults to view it so they have to make a poster/DvD  cover that is suitable for all as shown In the video there is no blood or any pictures of violence or nudity on the poster or the DvD case which means it follows the rules and guidelines set.

Thanks for watching

Starter Task 5

How something is portrayed in the media such as a brand, a product, people (communities), age, class, gender, ethnicity, lifestyle, culture, religion i.e the stereotype of the above groups.

Starter 05/01/15

For Vlog 4 I need to complete the script,gathering the pictures, recording the script and adding them all to Adobe Premiere.