Assignment Assessment Report

Campus: Kolkata Year/semester 1st Year, Semester- I, 2015Level: Assignment Type A – Formative Assignment

Module Name: Special Subject Investigation for Creative Media Production Assessor’s Name Nazia Mallick

Student’s Name: Sommaya Singh Given on 17.12.2015e-mail id & Mob No sommaya.singh@gmail.com Actual Submission Date 23.12.2015Stream Media Submitted to :

Certificate by the Student:Plagiarism is a serious College offence.

I certify that this is my own work. I have referenced all relevant materials. (Student’s Name/Signatures)

Expected Outcomes Assessment Criteria Grade based on D,M,P,R

system

Feedback

General Parameters

Clarity Clear understanding of the concept

Analytical Thinking- Ability to analyze the problem realistically

Research Done- Research carried out to solve the problem

Formatting & Presentation-

Concise & clear thinking along with presentation

Subject Specific ParametersTo be able to comprehend the theory of Genre and Auteur

Description of the theory

To be able to comprehend three important theories of Audience

Description of the theory

“

To be able to comprehend the Feminist theory

Description of the theory

“

To understand the areas of research before initiating the research

Explanation of the areas of research

To be able to apply appropriate research methodology

Explanation of the differences between the methods of

researchTo be able to utilize a range of research sources

Description of the sources

Grades Grade Descriptors Achieved Yes/No (Y / N)P A Pass grade is achieved by meeting all the requirements defined.M Identify & apply strategies/techniques to find appropriate solutionsD Demonstrate convergent, lateral and creative thinking.

Assignment Grading Summary (To be filled by the Assessor)OVERALL ASSESSMENT GRADE:

TUTOR’S COMMENTS ONASSIGNMENT:

SUGGESTED MAKE UP PLAN (applicable in case the student is asked to re-do the assignment)

REVISED ASSESSMENT GRADE

TUTOR’S COMMENT ON REVISED WORK (IF ANY)

Date:

YOUR TASKS 1. Throw light on the GENRE AND AUTEUR THEORY with a diagram and illustration.

2. Give the classification of AUDIENCE THEORY that may be used to deconstruct the relationship between audience and text. Elaborate the theories with a diagram and illustration.

3. FEMINIST THEORY is used to understand gender as a communicative process. Explain.

4. Write short notes on the areas of research: i. Fan Culture

ii. Audience iii. Star

5. Write the differences between QUANTITATIVE and QUALITATIVE Method of Research.

6. Write short notes on the following sources to be used for research: i. Questionnaire

ii. Focus Group iii. Interviewsiv. References :

Students are expected to refer the study material available in the library Students are expected to refer the online material Students are expected to refer to the reference material provided by the faculty

ASSIGNMENT’S SOLUTION

ANSWER 1.

GENRE THEORY

This theory is used in film studies. To analyse or to categorize film ‘Genre Theory’ is required. Word ‘genre’ means categorization of anything. It is also often been sub categorized into sub genres. Some of the genres based on story content(war film),or literature content (comedy ,melodrama),romantic,horror,thrillerand etc.Early days filmmakers were specialized with one genre of film only like MGM banner used to make Musical genre of film, Ealing banner used to make Comedy films , Hammer Films banner makes Horror and Gainsborough was specialized for Melodrama.'In India RGV (Ram Gopal Verma) productions used to make serious genre movies like Satya, Satya 2, Bhoot, Daud and many more in which target audience were serious kind of persons only. Manmohan Desai used to make films like Parvarish,Amar Akbar Anthony and many more ,his movies were of family genre and target audience were whole family members.Genres can be seen as involved in the construction of readers. Films can be studied on many levels, this includes; social commentary, historic record, a philosophical or spiritual experience, or just pure entertainment. Some films are stereotypical in which target audience are either male or female.TV show ‘The L word’ and ‘I Can’t Think Straight’ films are examples of it.This theory mainly focuses on generic similarities and determination of text as historical, socially or as political context and shows that media text are commercial product of industry.

AUTEUR THEORYThe word ‘Auteur’ derives from ‘author’. An auteur is an art director who has its own creative thinking. This theory indicates that how the media text can be represented

creatively, for an example:-A film director who writes screenplay, who enacts, good in editing as well ,This concept came from French magazine ‘Cahiers du Cinema’ in 1950.The reason behind this was ,before it films were in form of novel or painting.This theory also tells us that films are work of art. every scenes and it’s arrangement (mise-en-scene) is regarded as compiled results of decision of auteur(film director).In Bollywood Imtiaz Ali’s film like Love Aaj Kal,Jab We Met, are narrative films ,in which we could go through different scenes of today’s generation or in past. Like Love Aaj Kal shows how old couple and young generation couples are different from each other but the romance is the same.

Difference between Genre and Auteur is that Genre categorize the film according their target audience and the kind of film is being made. Whereas Auteur it is the compilation of art work by film-maker ,from art-direction to screenplay and all things.

ANSWER 2.

AUDIENCE THEORY

This theory implies that how the message is being mediated to destination i.e. target audience. Audience are the recipients of media text, but this is still unmeaningful to say that only media text is required ,because until and unless it is being decoded (to break signals into simpler language).So to understand these theories and how they may be used to deconstruct the relationship between audience and text. It is further divided into 3 parts

1.The Hypodermic Needle Model2.Two Step Flow3.Uses and Gratification

Hypodermic Needle Model

This model shows that how the media text comes unmediated to mass consciousness, It means that the message comes directly into mass audience’s brain without being shared ,The figure also indicates this.

Two Step FlowThis theory is also known as ‘Multistep Flow Model’ is a theory based on a 1940’s study on a social influence that states that media effects are indirectly established through the personal influence of opinion leaders it means that message is being filtered to audience through opinion leaders.

Uses And GratificationThis theory shows that audience should be satisfied ,media text which gratifies the audience .Audience has the power over their media consumption and assumes an active role in interpreting media into their own lives.

ANSWER 3.

FEMINIST THEORY

This theory indicates that women have equal rights as men.. This theory firstly emerged as early as in 1794,in philosophical work ‘A Vindication of the Rights of Woman’ by ‘Mary Wollstonecraft’.There are some 3 different waves of this theory.

The first wave focused on suffrage and political rights.

The second focused on social inequality between the genders. The current, third wave emphasizes the concepts of globalization.

Third wave feminist theory critiques generalizations about sex and gender.

One more theory ties with feminist theory and that is Marxist theory. That theory shows that due to capitalist society we give rise to gender inequality and unhealthy social relations between men and women.According to film theory It is being dominated by feminism being played a major hostile side of the film or made fun of .They have taken different approaches to the analysis of cinema.Feminist theory refers to re interpretation of a history from feminist perspective. It focuses on the role of women in historical events. The goal of feminist history is to explore and illuminate the female viewpoint of history through rediscovery of female writers, artists, philosophers, etc., in order to recover and demonstrate the significance of women's voices and choices in the past.Feminist communication theory. has evolved over time and branches out in many directions. Early theories focused on the way that gender influenced communication and many argued that language was “MAN made”. This view of communication promoted a “deficiency model” asserting that characteristics of speech associated with women were negative and that men “set the standard for competent interpersonal communication.

There are different categories of feminism :Some of their examples are Amazon feminism Anarcha-feminism Antifeminism Atheist feminism Black Feminism Chicana feminism Christian feminism Conflict theories Conservative feminism Cultural feminism Difference feminism Feminism and modern architecture

ANSWER 4.

Short Notes on

1.Fan Culture

Word fan itself indicates the ‘passionate followers of any group or individuals or communities. Fan studies often splits between those who focus on individual fans and those who study a larger community. Fan studies began as the study of fan reception but has increasingly been reentered around forms of fan cultural production, especially as new forms of digital culture have rendered participatory culture practices more visible.We have fans of stars, ether it could be related to sports ,entertainment ,or any communityDue to fan culture it is easy to predict which organization is strong.Fans have long had a role in influencing and in some cases helping to shape the works of popular culture they adore. But when they get restless in the modern age, they now have the resources to take a piece of fiction and make it their own. Some content producers find that assertive approach threatening. But others, particularly in the gaming sector, have begun to embrace it. For example -Cristiano Ronaldo have most fan following on facebook.

2.Audience Audience are the recipients of media text. In simple word they are general public who are being informed by media texts.All media text are being constructed by keeping in mind what are audience interest. We could create audience by different from of media text ,those are 1.Posters2.Television3.Films 4.Promotional Interviews

It’s easy to count the number of audience since media texts measure their audiences in different ways. The easiest way is to count the number of units sold e.g. for a song or a downloaded song.Prediction of audience are depend on these factors1.Audience engagement2.Audience expectation3.Audience foreknowledge4.Audience identification5.Audience placement6.Audience Research

3.Star Star is the famous persons in their own profession like Sachin Tendulkar in Cricket,Loinel Messi in Football,Amitabh Bacchan and Shah Rukh Khan in Cinema. And stars appear in many forms of media. A star's image becomes a readily recognized sign that is used in many different media forms - Stars can use the fact that their image has meaning by allowing it to be used for advertising purposes.ANSWER 5.

DIFFERENCE BETWEEN QUANTITAIVE AND QUALITATIVE RESEARCH

Qualitative Research is primarily exploratory research.  It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. It is also used to uncover trends in thought and opinions. The data collection methods vary using unstructured or semi-structured techniques. Some common methods include focus groups (group discussions), individual interviews, and participation/observations. The sample size is typically small, and respondents are selected to fulfill a given quota.

Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into useable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population. It uses measurable data to formulate facts and uncover patterns in research. The data collection methods are much more structured than its data collection methods. Quantitative data collection methods include various forms of surveys – online surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face interviews, telephone interviews, longitudinal studies, website interceptors, online polls, and systematic observations.

Qualitative Methods Quantitative Methods

Methods include focus groups, in-depth interviews, and reviews of documents for types of themes

Surveys, structured interviews & observations, and reviews of records or documents for numeric information

Primarily inductive process used to formulate theory or hypotheses

Primarily deductive process used to test pre-specified concepts, constructs, and hypotheses that make up a theory

More subjective: describes a problem or condition from the point of view of those experiencing it

More objective: provides observed effects (interpreted by researchers) of a program on a problem or condition

Text-based Number-based

More in-depth information on a few cases

Less in-depth but more breadth of information across a large number of cases

Unstructured or semi-structured response options

Fixed response options

No statistical tests Statistical tests are used for analysis

Can be valid and reliable: largely depends on skill and rigor of the researcher

Can be valid and reliable: largely depends on the measurement device or instrument used

Time expenditure lighter on the planning end and heavier during the analysis phase

Time expenditure heavier on the planning phase and lighter on the analysis phase

Less generalizable More generalizable

ANSWER 6.

SHORT NOTES ON

1.Questionnare

It is a research instrument consisting of a series of questions and other prompts or the purpose of gathering information from respondents.This instrument is mostly used in surveys because it does not require much effort from the questioner as verbal or telephone surveys.Questionnaire when formed on separable values they are:1.preferences 2.behaviours 3.facts

When questionnaire is formed on scale or index value then their measures are

1. latent traits (e.g. personality traits such as extroversion)

2.attitudes (e.g. towards immigration)

3.an index (e.g. Social Economic Status)

2.Focus Group

It is a kind of qualitative research in which researchers take public’s opinion ,their ideas ,their views on particular topic. The first focus groups were created at the Bureau of Applied Social Research in the USA by associate director sociologist Robert K. Merton

prior to 1976 and this term was coined by psychologist and marketing expert Ernest Dichter.

3.Interviews

It is a form of conversation between 2 or more people where question is being asked by an interviewer to check our facts and figures, and our personal information. Qualitative Interviewing has a unique advantage in its specific form. Researchers can make up their own questions and they ask to the respondent in order to get answer, full stories and the information they need for their project. They can make it clear to the respondent when they need more examples or explanations. interviewing can provide participants with an outlet to express themselves. Since the job of interviewers is to learn, not to treat, they do not offer participants any advice, but nonetheless, telling an attentive listener about concerns and cares can be pleasing.

4.References

It is a relation between object and its designation or acts as a link to another object. The first object in this relation is said to refer to the second object. The second object the one to which the first object refers is called the referent of the first object. References feature in many spheres of human activity and knowledge, and the term adopts shades of meaning particular to the contexts in which it is used.