Parallel editing

Parallel editing

Definition:
An editing technique that allows two or more simultaneous sets of action to unfold within a single film sequence.

Uses:
Creates tension, can show multiple points of view and can create dramatic irony when characters are unaware

of events unfolding away from the main action.

Film clip
In this example parallel editing is used to link two related sets of simultaneous action taking place in different locations (e.g. Zipper Doyle is searching for Al and Nikki while they are arguing about the stowaway. This creates tension through dramatic irony, as the audience knows Zipper is closing in, but the characters do not.)

The Active Audience/ Mode Of Address/ Ethnographic Model

The Active Audience:
The active audience theory is based upon the view that audiences decode messages and do not simply use the madia for gratification purposes.
Morley's view that the audience reads text in a dominant, negotiated or oppositional way is a semiotic approach due to the fact that it recognises the importance of the analysis of signs and particularly visual signs.

This model is basically proposing that:

• The audience accept or agree with the encoded meanings.
• They accept or refine parts of the text's meanings.
• They are aware of the dominant meaning of the text reject it for cultural, political or ideological reasons.

Mode Of Address:
The mode of address theory refers to way that the text engages with us in a style that encourages us to identify with it. For example Friends is targeted to a young audience because it uses music and the opening credits to create a sense of fun and energy that a young audience can relate to. However this does not mean that other audience groups are excluded, it just simply means that the dominant mode of address is targeted at the young. Mode of address can be applied to entire media industries.


Ethnographic Model:
The ethnographic model is where the researcher enters into the culture of the group and uses interviews to try to understand what the group engages with. What emeges from this is engagement with media is often structured by the domestic environment. It appears that there are issues about:
- Finance for purchase of media goods,
- Control of the remote,
- The gender nature of watching television,
- The 'flow' of tv that fits in with domestic relationships.
Texts can be identified as belonging to a genre that has a gender appeal. E.g. soaps are usually seen to have a strong female audience.

McQuail and Katz - Uses and Gratification

McQuail and Katz's model on audience theory is based upon the idea that the audience choose what media they want to encounter through out the day which is designed to satisfy needs. These needs being entertainment, information or identification. The psychological basis for this model is Maslow's hierachy of needs.

The main areas that are identified in this model are:
1) The need for information, (news and drama). The need for information about our social and geographical world.
2) The need for identity, (film and celebrities). By using characters and personalities to define our sense of self and scocial behaviour.
3) The need for social interaction, (soaps and sitcoms). Social interaction through experiencing the relationships and interaction of others.
4) The need for diversion, (game shows and quizzes). Diversion by using the media for entertainment and play.

The Hypodermic Needle Theory.

The hypodermic needle theory (the effects theory) is based upon the idea that media is being forced into our minds subconsciously. For example if we seen a leader represented as God like then we would immediately asume that he has God like power and holy-ness. It is also has the idea that we would see an image and try to recreate it sub-consciously. E.G if we played violent video games then we would commit crimes.

Some critisims for this theory is that a large number of studies conducted on this topic have been proven inconclusive. Also this theory only works if everyone is prepared to absorb the information they have seen and are prepared to follow it, where there are actually some people that are prepared to follow, however there are also alot of people who are not and will not follow the media they are presented with.

Ideology

Ideology is the set of ideas that sums up a persons goals, ideas and actions. For a celebrity the media can create an ideology to represent a person.

Michael Buble has a positive ideology as he generally stays out of the media. He is also seen to be talented and determind. The goals he appears to have set are positive which leads the public to believe he is a good alround role model.

Katie Price has a negative ideology due to the bad media and negative press attention she recives. Also the way she is represented as vain and self centered promotes her negative ideology.

Genre as a marketing tool

Genre can be used as a marketing tool as people generally have a 'favourite' genre of film whether its horror, Comedy or Romantic-Comedy. Each genre of film has its own marketing conventions, for example if a film is a Rom-Com then the advertising usually features the colours pink and/or red as they are romantic colours.

This poster for "The Orphan" shows that the film is going to be a horror. Horror film advertising uses dark colours with heavy shadowing. This film poster includes both of these generic features. Also horror movie posters which feature the main human villan emphasises a feature to make them appear less human/ "normal". In this poster they have made the young girl very pale and made her eyes very dark so you can not differentiate her pupil to the rest of her eye.

Text also plays a key part in marketing. The text for the heading, 'ORPHAN', on this poster looks as if it has been scratched into the picture, which gives a sinister feel. Also at the bottom of the poster the words 'CAN YOU KEEP A SECRET?' are in bold and in red, the bold text makes it stand out and the colour red is associated with evil and suggests that the secret is going to be an evil twist.