Following The Action/ Continuity Editing

Following the action means that a transition between movements, that correspond with the movements before hand, such as if a character is about to open a can of Pepsi, and next shot they're pealing a banana, this doesn't follow the action that came beforehand.

Here is a link to a segment of film that displays this editing http://www.youtube.com/watch?v=QnTAXjY2KoU.

The Ethnographic Model

The Ethnographic Model, is similar to a survey in which the researcher enters into the culture of the group he wishes to create a product for, and uses questions and interviews to try to understand media engagement from the perspective of the group. These questions and interviews centre around:

- The focus on the domestic context of reception of media texts.

- The element of cultural competence.

- Technologies.

The first of these stresses that media is often constructed by the audiences domestic environment, taking into account things like: income, control of the remote and the gendered nature of watching TV.

The second runs along the lines of genre gender appeal, for example soaps for women, who enjoy the drama and characterization of everyday people, and action/adventure programs for men, who like it when things go "boom".

The third and final criteria of the interviews centers around the way we engage with hardware. There is a strong gender divide, with computers and complex technology being labeled "Boys' toys".

The Active Audience + Mode Of Address

The active audience refers to a decoding process occurring among the audience, who are not using media for gratification purposes. Morley's view of dominant, negotiated and oppositional readings of texts, is a semiotic approach because it recognizes the importance of the analysis of signifiers, especially visual signifiers. The audience accepts/rejects/agrees the signified meanings, and being individuals will accept and refine parts of the text's meanings, based on past experiences, emotional capacity, and intellect.

The mode of address is simply put a text that speaks to the audience. An example being the television series Friends, it speaks to a young audience, in the way it uses music and the opening credits to develop a sense of fun and energy that the audience identifies with.

The Frankfurt School Effects Theory

The Frankfurt School was a group of german social theorists, that developed concerns about the power of the modern mass media or propaganda, in the early to mid 1920's. They fled Germany during the Second World War, and took refuge in America. There they refined their model in an era of expanding media output in post-war America. They instantly had a negative opinion on the media, given the background they had come from, they believed it to be brainwashing.

They created the Effects theory, which was the original model for the audiences, stressed the fact that media was a hypodermic needle, that it was being pumped into your blood. This was the ideology of the Nazi propaganda, most totalitarian states and dictatorships, believe that a strict regulation of media, will help in controlling entire populations. An example of this would be the Tiananmen Square protest, where a man stood in front of a line of tanks as a anti-war protest, this can be found if we search on Google, but if we search in the Chinese equivalent, there are only pictures that portray Tiananmen in a positive light.

There have been concerns about members of society being corrupted by sexual explicit, violent, or otherwise offensive material. For example the video game Grand Theft Auto, after certain people have played it, they feel compelled to commit crimes.

Bandura was a phycological experiment where children were put into the same room as adults and a Bobo doll for ten minutes. Studies showed that when the adults were aggressive towards the doll, children mimicked them. But when the children weren't aggressive. The main issue with this experiment is that it assumes we are all the same, but logically we aren't, so we would have different responses.

Ideology of Michael Cera

Michael Cera is a canadian actor, who normally fills the role of a socially awkward person trying to fit into society (Superbad, Youth In Revolt, Scott Pilgrim Vs The World). These roles generally reflect him as a person, in interviews and in other media spotlights he's quiet, but is quite witty with his comedy. We don't hear many bad things about him from the media, no scandals etc. Only thing the media criticizes him for, is the roles he portrays.