Genre theory
Genre alludes to the type or kind of film a category based upon certain themes and aspects a film has. Audiences create expectations for a genre whereas the same formulae is used to fulfil these expectations. However producers must consider variation within their films as to avoid dissatisfaction or boredom described in the limmited effects paradigm, so the producers created hybrids such as "Kill Bill" where many of the elements of a Western is used but it subverts entirely other parts of the formulae. Within the key concepts of a genre there will always be Similar aspects to it such as: Characters, Plots, locations, Props and signifiers. Eg, Within a horror film there will always be a villain, hero who defeats the villain and the similar locations will always be shadowed and dark, perhaps a use of pathetic fallacy to use to set the tone, such as storms. Problems raised with categorising films into genres would be the inherently difficult as time progressed and hybrids were created to combat audience dissatisfaction. Rick Altman looked into genre theory and decided there were 2 aspects of genre that need to be taken into consideration when producing our film. The semantic aspect is the conventions typically use to comunicate a concept to the audience. Using this idea Rachel and I will consider the props and the connotations they possess to create the iconography we desire, ie, the use of colour scheme being red and black mainly for the protagonist to create a sense of danger and enigma. Another aspect of genre being the syntactics which is the relationships and narratives, we intended to have a faulty relationship between the mother and daughter instantly hinted to showing a sense of isolation and loneliness to our protagonist, making her and ideal character for our horror genre short film.
Audience theory
Initially the media assumed the audiences were passive and the "hypodermic needle theory" applied for their audiences describing them to be entirely passive and accepting everything without challenging the messages. During the war this idea of a passive audience was used effectively to manipulate and indoctrinate the audiences directly to conform them to the idealistic nuclear family or to hate a race. The government also applied the two-step flow theory so their ideals and opinions were given to opinion leaders, or people the public looked up to to preach these ideas and the public passively consumed their ideas. Also effectively using the chinese whispers theory to have a ripple effect having people discussing and adapting their opinions and having them widespread. However the hyperdermic their tastes and the consumers are also becoming producers using sites such as youtube to create needle theory could be seen as outdated as the consumers become more diverse in their own films and music. During times of moral panic they will still apply this theory and blame the media for lowering vocabulary and the disrespect of authorities. The uses and gratification theory was expanded by katz and bhumler who said that the consumers take in the media product and use what they want from it, accepting some ideas and rejecting others depending on their environment and background. When taking this into consideration I will choose my subject, environment wisely ensuring the correct messages are displayed so my audience are receiving my preferred reading of my text.
Representation theory
Choosing the ideal person to represent my protagonist and "ghost-like" person will effect the overall preferred reading to my text. I will use a blonde fair skinned girl to represent my protagonist as this will give an angelic look to her making her seem uncorrupt and pure. The Ghost like person haunting the mansion will a friend of mine called Harriet. She has dark long hair with dark skin that will represent her evil nature. When considering the representation theory I will consider Berger's theory "Men act and women appear. Men look at women. Women watch themselves being looked at." Within my short film i will have no male actors as to keep the male gaze, however this also means, if following Berger's theory, there will be no men to drive the action. The women will be the drivers of the action, subverting his ideas entirely. Representation usually uses the stereotypes idealised by societies views upon a certain group of people. Usually within horror films the stereotypes of people are played to, such as gender stereotypes of women being weak and men being dominant. This is used in The Shining where Jack attacks his wife she is seen as helpless and weak in the bathroom as he axes down the door and she holds the knife trying to protect herself but crying and looked petrified. A disability stereotype is played up to within The Texas Chainsaw Massacre The disabled brother is seen as incompetent and unintelligent as he interacts with the mentally touched individual in the van. The audience are gripped because they think "I would do things differently" and therefore they feel hooked upon watching the movie and this a desired effect I wish to use in my movie as when my protagonist enters the mansion I want my audience to be feeling on edge and uneasy as she will be playing up the role of a horror film by entering a house clearly unwelcoming.
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