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Critical Approaches

Critical Approaches . Assignment 4. Aims and Objectives. Critical thinking about a moving image product Devise a structure to your final assignment. Assignment 4. Write a textual analysis of a moving image product. Consider

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Critical Approaches

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  1. Critical Approaches Assignment 4

  2. Aims and Objectives • Critical thinking about a moving image product • Devise a structure to your final assignment

  3. Assignment 4 Write a textual analysis of a moving image product. Consider • Critical Approaches: content analysis, semiotic analysis, structuralism • Genre: according to production technology, eg film, video, audio, print, digital; distribution method, eg television, cinema, radio, internet, CD, iPod, mobile phone, home computer, hand-held consoles; generic codes and conventions (content, style, symbolic, cultural, technical); changes over time, eg in audience, ideological shifts, re-definition, obsolescence, spoof, pastiche, parody • Narrative structures: narrative, eg single strand, multi-strand, closed, open, linear, non-linear; alternative narrative; enigma; climax; equilibrium • Representation: negative; positive; of social groups; of social issues; stereotyping; presence and absence • Due (27/06/12)

  4. Evidence: • Research • Blog/Report (600 words minimum)

  5. Assessment and Grading Criteria

  6. How to do this assignment? • Codes and conventions: define it, why so popular, what does the genre say about audience • Genre • Personal response to product • Narratives • Representational issues • Semiotics – structuralism • Binary Opposition

  7. Structuralism • Knowledge is established by understanding the system of signs: • Paradigmatic (replacement) and syntagmatic (actual) analysis • E.g

  8. Look at this poster: • What messages would convey if the main character wasn’t in the foreground? • What if the picture only had the brooch on flames? • What if the predominant colour was red? • Make a paradigmatic change in the poster.

  9. Connotation and denotation • Denotation: Dictionary meaning of the word • Connotation: Your own meaning of a word Example: What is the picture of? What are your connotation of this image? – think of word association.

  10. Task Denote and connote these words: • Greasy • Home • Wicked • Slim • Skinny

  11. Binary Opposition • Narrative tension is based on opposition or conflict. • This can be as simple as two characters fighting, but more often functions at an ideological level – e.g., in Westerns, what do the cowboys and Indians each represent? What ideologies are embodied by the opposed sides in LOTR or Star Wars? • The Wickerman shows key elements of Binary Opposition

  12. How to do this assignment? • Codes and conventions: define it, why so popular, what does the genre say about audience • Genre • Personal response to product • Narratives • Representational issues • Semiotics – structuralism ✓ • Binary Opposition

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