Assassin's Creed and reception theory Stuart hall- reception theory (encoding/ decoding model) producers use media language to encode meanings within media products, which audiences can then decode and negotiate in a variety of different ways. Audiences may agree with the preferred reading of the product, in other words they will agree with the ideology of the producer. The audience also may disagree with the producer's ideology and form an oppositional reading of the product. It is most likely, however, that the audience will negotiate the message of the producer, and will agree with certain ideological aspects while rejecting others. it suggests that audiences have agency and can make their own decisions based on their own life experiences. reception theory is an active audience theory . preferred / dominant reading - the audience agrees with the dominant ideological perspective encoded by the producer oppositional theory - the audien...
circles- post malone opening shot establishes context for the video and indicates its time period. this is through close ups of specific costume that indicate a time period such as the armour warm by post malone. it also establishes post malone as the main character within the video as he is the only character present, the use of slow motion further anchors him as the focus, it focusses on him for a longer him indicating to the audience they should pay more attention to him. uses a panning shots over the dead bodies is from the perspective of the main character, putting the audience in his point of view as he walks over them. this further establishes context and gives the audience a secondary focus of the video: the battle thats just taken place. however, by being from there perspective of most malone it still reinforces him as the main focus. there is then a quick obstructed shot of a woman creating a hermeneutic code of mystery for...
consider how the combination of elements of media language influences meaning and intertextuality mise-en-scene- polysemic- invited the audience to make their own views overtly subverts hegemonic sexualisation of women film genre parady bell hooks - inequality and suppression of women does this video refuse stereotypes and objectification OR does it challenge this the music video for riptide uses intertextuality is an important element within music videos to both anchor meaning and create audience gratification. the meaning created can created both preferred and subvert reading for the ideologies and message created from the video. hegemonic beauty standards reinforced - main character is a woman, has long blonde hair and when ever her face is shown she is always wearing makeup, she is also slim, all of the characteristics fit with hegemonic beauty standards. in all scenes she is there for presented in a way to highligh...
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