Media Theory Revision Guide

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All A level theorists covered alongside revision summaries and exam practise exercises.

 

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Jungle Book

Genre labelling

Neale

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Both the 1967 and 2016 trailers use genre labelling to develop a clear narrative image for both versions of the Jungle Book. The 1967 film is advertised as a ‘musical high-flying singing adventure’ - signalling action based narrative expectations whilst also suggesting that the product will afford pleasure through spectacle.

 

The 2016 remake is less overt in its application of genre labelling, yet the foregrounding of adventure based expectations is constructed by the ‘makers of Pirates of the Caribbean’ inter-title. Similarly the trailer’s otherworldly setting and minor key soundtrack suggest genre hybridity through the presence of fantasy based motifs.

 

The application of hybridised intertextual-relay in this instance expands the target audience of the product by piggybacking on the success of other genres and the critical acclaim of the Pirates of the Caribbean franchise.

Pleasure of spectacle

An audience pleasure derived from actor performance- usually dancing or movement based. Spectacle is a feature conventional e of musicals or slapstick comedy.

Media terminology used

Genre hybridity

The use of two or more different genres in a single product. Hybridity might be achieved through the use narrative/ character or stylistic elements from two or more genres. Hybridisation is often used to widen the audiences of media products.

Intertextual relay

A term used by Neale to describe the marketing output associated with a product. Neale suggests that intertextual-relay foregrounds genre driven elements to construct audience relatability/interest. Intertextual relay for Neale fixes the genre of a product in an audience's mind before it has been fully viewed - these perceptions are difficult to shift.

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Media Theory for A Level
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