Theorist

Theorist	Idea	Example
Firth 1988	Music videos can be categorized into 3 broad typologies: ·         Performance ·         Narrative ·         Conceptual	Jay Z & Kanye West  - Ni**as in Paris Bow Wow ft Ciara – Like You
Steve Archer: Narrative & Performance	Music videos often cut between a narrative and a performance of the song by the band.	Sean Kingston – Beautiful Girls
Andrew Goodwin	This theory describes the relationship between lyrics and visuals. There are different types of narrative: ·         Illustrative ·         Amplifying ·         Contradicting ·         Disjuncture	Beyonce – if I was a boy Rhianna – What’s my name Mya – case of the ex Rhianna - Rehab
John Berger: ‘Ways of Seeing’	Dance track which may have pulsating abstract visuals which follow the beat but do not have a member of the band or singer featured in the video usually.	Chris Brown & T-pain - Freeze
Vladimir Propp	Within each narrative there are a set of stock characters, which reappear in every storyline. These roles are: ·         Hero – Person on quest ·         Princess – Prize for the hero ·         Helper – Helps the hero on his quest ·         False Hero – Somebody who believes they are the hero ·         Dispatcher -  Sends the hero on their quest ·         Father – Rewards the hero ·         Villain – Attempts to stop the hero on his quest ·         Donor – Provides Objects to help the hero on his quest	Chris Brown ft Keri Hilson - Superhuman
Levi-Strauss	In every media text there are binary oppositions or a conflict between two opposites. For example: ·         Good & Bad ·         Rich & Poor ·         Eastern & Western World ·         Love & Hate
Roland Barthes	A French semiologist who identified  5 different codes: 1.       The enigma code 2.       The action code 3.       The semantic code 4.       The symbolic code 5.       The cultural code	Chris brown ft bow wow she aint you

Convegence, Synergy & New Media Technology

Compare and contrast these film releases:

• Twilight Franchise
• Harry Potter Franchise
• Monsters
• Bronson

Answer these questions;

1. Was convergence/synergy used by any of these releases?
2. Why were certain companies able to afford this?
3. How did 'Monsters' and Bronson think 'outside the box' in terms of new technology and marketing?

Twilight Franchise
Within the Twilight franchise Technological convergence was used as there was a twilight application on iphone and also Cross Media convergence was used as they went into business with McDonalds to create happy meals to help promote there movie. Synergy was used too as the lead chracter bella was on the front cover of sugar magazine. The different companies used to create Twilight were Summit Entertainment, Temple Hill Entertainment & Maverick Films this film was a commercial film as was relweased in the USA and then made its way around the world. the box office budget was estimated at $37,000,000 on the opening weekend after all the promotion the box office totalled up to $69,637,740 (USA) (23 November 2008) (3419 Screens). this movie was released day on date. In the UK the box office totalled up to £2.5 million on its first weekend.

Harry Potter Franchise
Both Technological and Cross Media Convergence was used when distributing Harry Potter to the public. Harry Potter is the perfect example of how a book can be turned into a film and be completely successful, the book has not only been turned into films and games but also independent people are making their own websites. Harry Potter also uses Synergy to promote themselves as their main characters have been featured on leading magazines targetting themselves at kids/teens. The company in charge of distributin Harry Potter was Warner Bros and that company was quite big so it would get alot of media coverage for the movie. Harry Potter and the Deathly Hallows part 2 had a total of £23 million box office on its first weekend.

Monsters

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