Audience positioning
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{ Audience Positioning By Catherine May
description
Audience positioning theory explained in three scenarios: Black hawk down, pretty woman and project x
Transcript of Audience positioning
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Audience Positioning
By Catherine May
A film based on a near-disastrous mission in Somalia on October 3, 1993. On this date nearly 100 U.S. Army Rangers, commanded by Capt. Mike Steele, were dropped by helicopter deep into the capital city of Mogadishu to capture two top lieutenants of a Somali warlord. This lead to a large and drawn-out firefight and the destruction of two U.S. Black Hawk helicopters. This film focuses on the heroic efforts of various Rangers to get to the downed black hawks.
Story line
To an American audience, the dominant reading would be the intended message of the film which is the admiration of America and its Armed forces. This would give them a sense of country pride and allow them to believe that America is a place of admiration.
Dominant reading
A British audience may get a negotiated reading of the film, as they would agree to a certain extent that America is ‘cool’ and a place of admiration, as the film is extremely action packed and engaging to the audience although it is heavily focused on the American Army. They may however may see apposing sides to the plot and arguments against the dramatic actions taken within, if they have relation to any individual in Somali or dislike conflict between countries.
Negotiated reading
To a Somali audience, there would be an extremely resistant reading as the film places them as the enemy and due to many conflicts between America and Somali, they may take an apposing and disgusted viewpoint from the film. This is because it would be a biased storyline and may ridicule Somali and its beliefs.
Resistant reading
A man in a legal but hurtful business needs an escort for some social events, and hires a beautiful prostitute he meets... only to fall in love.
Storyline
The dominant reading would be received by an audience that enjoy love stories of every kind and enjoy the value of individuals falling for each other.
The dominant reading of the film emphasises that no matter what background individuals are from love is a stronger power and can happen to anyone.
Dominant reading
Due to the protagonist of the film being a prostitute, there may be many negotiated readings from the audience on weather to empathise with the character or to simply disagree with her morals. Although the reading is negotiated for the audience, the main message of love is still conceived allowing them to enjoy the film.
Negotiated reading
For individuals that are strongly against institutions such as prostitution, resistant readings may be received. This could include audience’s from a religious background that no not account for sex before marriage and would therefore strongly disagree with the concept and story line of the film, and may find it disturbing to watch.
Resistant reading
3 high school seniors throw a birthday party to make a name for themselves. As the night progresses, things spiral out of control as word of the party spreads.
Storyline
Individuals who enjoy the party lifestyle such as teenagers and young adults may engage in the dominant reading of the feel good party theme to the film, and find it humorous and a relatable experience to those that they may endure in their teenage or university lifestyles on a smaller scale.
Dominant reading
Members of the audience that are perhaps slightly older or younger than the intended teenage audience may have negotiated readings of the film, and not understand it to be as humorous. They may however disagree with what the film implies and find the party extreme within it shocking, however still enjoy the overall concept and feel good factor of the film.
Negotiated reading
A resistant reading of the film may be endured by elder members of society and parents of young adults. This is because the morals of alcohol and parties will have changed since they experienced the young age, and they therefore may oppose to the things that the characters within the film do in order to appear ‘cool’ and may however find it repulsing. It may have a resistant reading on parents as they may fear their children endure a similar party life and believe it to be morally wrong.
Those who have strong beliefs against alcohol and drugs may also have a resistant reading as this is what the film is based around.
Resistant reading
