Agenda Setting Theory

Agenda Setting Theory 

This particular theory was suggested by Maxwell McCombs and Donald Shaw in 1972. It was originally suggested that the content that is presented in the media created a general public idea, in the sense that they can influence what to think, but they may also tell you what to think about. Within particular news displays, by editors and broadcasters, individuals can play an important part in shaping the view given to certain events in reality. Is often used in political ads, campaigns and news.

There are in fact two levels of the agenda setting theory:

- First Level:

The idea that the media uses objects or issues to influence the people what people should think about and this is mostly studied by researchers, 

-Second level:

Media attempts to depict focuses on the certain characters in society and influence peoples view about them.

Uses and Gratifications Theory

Uses and Gratifications Theory 

The uses and gratifications theory is the study of the way the general public consume and react to media. It states that "consumers use the media to satisfy specific needs or desires." Meaning that many people will use social media, such as Twitter, to seek out entertainment along with the finding of information and to communicate with those who have also watched the programme, for example. Or alternatively, to show expression and opinions of a programme. The use of the social media after watching a programme or film, determines the reaction to the media and determine the way it is used.

A typical study of uses and gratifications explores the reasoning behind media consumption coupled with the consequence associated with it. For example, a strong example to use is the use of Twitter during the Britain's Got Talent live final. Many will often tweet their thoughts on each act and interact with others, doing the same thing. It has been identified that this media consumption is done for many purposes, including, relaxation, social communication and entertainment.

-Caera Mendez

The Rule of Thirds

Research on the Rule of Thirds

When shooting scenes for our film opening, we want to maximise the effectiveness of each and every shot. The rule of thirds is a theory divised to ensure that each shot is appealing to the eye, as well as keeping its symmetry and balance. The rule of thirds applies both within photography and film.

An image composed with the rule of thirds

The theory is based on scientific research that the human eye automatically and subconsciously gravitates to an insertion point when an image is split into thirds. The theory also states that the main focus and interest of the shot should be situation in the first and second thirds of the shot. The focus of the image can be placed on the right or left hand side, however it must remain within only the two thirds. This is demonstrated in the image above, with the building located within the right hand two-thirds.

How can we apply this to our horror film opening sequence?

• When shooting over-the-shoulder shots we should ensure to keep the in-focus character within the allocated two thirds.
• When shooting long-shots of architectural exteriors, we should ensure to keep the building aligned correctly within the thirds.

-Anna Humphreys

Research on Steve Neale's Theory of Repetition and Difference

Steve Neale's Theory of Repetition and Difference

Steve Neale came up with the theory that 'genres are instances of repetition and difference', and 'difference is absolutely essential to the economy of genre'. He decided that the genre of a particular film is determined by two things:

• How much it conforms with a genre's codes and conventions - he believed that a film must conform to its genre a substantial amount, in order to make it recognisably part of that genre
• How much it subverts a genre's codes and conventions - he believed that a film must subvert these conventions enough to make it unique, yet must still be identifiable.

An example of a film that subverts stereotypical conventions of horror would include 'It Follows', directed by David Robert Mitchell. Mitchell interestingly uses teenage sexuality as a force of harm rather than as a characteristic used to foreshadow death. The plot includes a stalking terror that is sexually transmitted, twisting the classic stereotypes of the promiscuous teenager resulting as the victim. However, the film conforms to typical horror conventions in the sense that it uses dark setting and lighting, and has a young female as the final girl. The use of an abandoned house further contributes to conforming to the conventions of horror. Overall, I think the slight twist of genre in this film is used to make it more unique and memorable whilst keeping it easy to identify as part of the horror genre.

The 2015 Official Trailer for 'It Follows'

-Anna Humphreys

Todorov's theory of equilibrium

Todorov's theory of equilibrium

Tzvetan Todorov in 1969 simplified the idea of narrative theory into his own theory of equilibrium to apply the every film. He split this up into five stages called the equilibrium
disequilibrium, acknowledgement, the solution an then returing to the equilibrium once again.

The five stages can be summerised into:
1) A state of equilibrium where everything is as it should be in a state of solidarity
2) A disruption of that order by an event that damages the equilibrium
3) A recognition that the disorder has occurred
4) An attempt to create a solution for the disaster and repair the damage of the disruption
5) A return to the new equilibrium where things have been solved

This theory should be able to fit to any film which doesn't have a sequal as this may not necessarily end with and equilibrium.


A film that Todorov's theory fits perfectly with is Avatar:
1) War against Na'vi and Jake Sully is sent to become part of tribe.
2) Hometree is planned to be destroyed.
3) Hometree is destroyed.
4) Jake Sully unites the tribes of Pandora to fight back against the humans.
5) Jake decides to stay in his avatar permanently.

We can use the stages of this theory in our own film when creating a horror film as it is an effective way of portraying a storyline.

Research on Propp's Character Theory

Propp's Character Theory

Vladimir Propp

Vladimir Propp was a Russian film critic who was particularly interested in films based on folk tales. He was active mainly during the 20s and 30s, and eventually divised a book called 'Morphology of a Folk Tale' to showcase his theory.

Propp's Theory 

Propp came up with a theory that consisted of seven different character types that are required to fill a story. These are:

• the villain - an antagonist who creates grief for the hero
• the hero - the character who resolves any wronghoods
• the Princess - the woman desired by the hero
• the false hero - the person who takes credit for the hero's actions
• the donor - the character who gives the hero some kind of precious object
• the dispatcher 
• the helper - a magical entity that assists the hero

According to his theory, the story should always feature conflict between the hero and the villain, and the villain is typically overcome (whether it be by physical or emotion means).

-Anna Humphreys