THE BRIEF
- How do the elements of your production work together to create a sense of ‘branding’? @ 250 words – 2 specific examples
Use your mission statement which should be an overall picture/image of who your star is!
- Theory of the Active Audience: preferred / negotiated /oppositional reading (Hall)
- Stars Image, Ideology & the Metanarrative (Dyer)
- Semiotics & Structuralism (Barthes)
- Narrative: Structure, themes, chronology, positioning: (Propp / Todorov, Strauss)
- Genre: conventions (blueprint), predictable pleasure (contract) & marketing (label) (Altman)
Combine these questions with those below for the Branding question. Make sure you have covered all corners.
- How do the products reflect the ideology (values, attitudes and beliefs) of the artist or band?
- Dyer – star image – metanarrative
- How are the products designed to create a particular (preferred) reading and fit with the audience’s needs and expectations?
- Hall – theory of the active audience
- How do the designs of the digipack and the social media page fit in with the visuals &/or themes in the video?
- Barthes – semiotics, Todorov – narrative, Strauss – binary oppositions
- What are the institutional/business purposes behind the 3 products?
- Altman – label, predictable pleasure & similarity / difference
- Other links and relationships. You should however try to show how there is a symbiotic (mutually beneficial) relationship between the three products and how this is achieved.
Terms/theories:
- Genre – label, blueprint, contract, repertoire of elements, audience expectations – Altman
- Star image – representation, extraordinary, ordinary, absent, present, metanarrative – Dyer
- Audience – preferred reading, decoding, encoding, active audience, psychographics, demographics, cultural experience – Hall
- Media Language – signs, symbols, codes, semic, symbolic, cultural, narrative and action codes, active audience – Barthes
- Narrative – themes, conflicts (Strauss), narrative arc (Todorov), repeatability, narrative characters (Propp)
REMEMBER; ANSWER THE QUESTION WITH 2 – 3 CLEAR EXAMPLES, DON’T OVER COMPLICATE THE TASK – HOW DOES IT WORK AS A PACKAGE? You can be critical just justify your statements.