1. Lauren Cowey

2. Genre
Genre is a way of categorising a particular media text according to its content
and style. Genres have particular characteristics also known as paradigms, that
the audience can identify and recognise these paradigms which can lead to
them having expectations as to how the media will develop, e.g. in crime films
the audience may expect the villain to be brought to justice.
There are a variety of genres that can include; horror, comedy, crime, romance,
sci-fi, animation, thriller, historical and many more. There can be hybrids of
genres as well such as a rom-com which also has specific conventions of this
hybrid genre.
Media texts are given a specific genre in order to attract a specific target
audience for example in a horror film the audience are likely to expect weak and
stronger characters, weapons, suspense and dramatic music, blood and a villain
or supernatural monster. There are usually one or more deaths involved with
the horror genre.

3. Genre Theorists
Rick Altman argues that genres are usually defined in terms of media
language (SEMANTIC elements) or certain ideologies and narratives
(SYNATIC elements).
Daniel Chandler: Conventional definitions of genres tend to be based on
the notion that they constitute particular conventions of content (such as
themes or settings) and/or form (including structure and style) which
are shared by the texts which are regarded as belonging to them.
David Bordwell notes, ‘any theme may appear in any genre’ (Bordwell 1989)
‘One could…argue that no set of necessary and sufficient conditions can mark
off genres from other sorts of groupings in ways that all experts of ordinary
film-goers would find acceptable.
You can apply these codes and conventions from these different
theorists to the horror genre as horror films typically contain an isolated
setting, low key lighting, with a hero and a villain/supernatural monster.

4. Narrative
Narrative refers to the different types of story structure that genres employ as
well as the actual story-telling devices and narrative moments which they are
associated with.
There are narrative structures such as LINEAR narrative.This means that there
will be a clear beginning, middle and end. ARISTOTLE identified the basic linear
line structure. He observed that the middle section may involve some crisis
resolved by the end of the story.
There are also CIRCULAR narrative structure where the beginning is the same
as the end of the film. This has been done in the play ‘Blood Brothers’ and the
film ‘The Hangover’.
Freytag adapted Aristotle's basic triangle the idea of the plot complicating.
Climax
The rising and falling action can vary
Rising Action Falling Action during film trailers, typically with the a
slow building rising action with an abrupt
ending which usually uses a series of
Exposition End short takes and fast pace editing.

5. Narrative Theorists
Todorov’s narrative theory states that a narrative will follow this structure:
-EQUILIBRIUM (how the place and characters begin at the beginning of the story)
-DISEQUILIBRIUM (a disruption to the equilibrium)
-RECOGNITION of the disruption
-RESOLUTION (plan to resolve the disequilibrium)
-RESTORATION OF EQUILLIBRIUM (the story returns back to the beginning).
Vladimir Propp went through hundreds of fairy/folk tales and identified:
-8 character roles (villain, hero, donor, helper, princess, her father, dispatcher, false
hero)
-31 functions which moves the story along e.g. punishment of villain or ban of an
action.

6. Todorov’s theory can be applied to horror films such as
Sweeny Todd.
2.Benjamin Barker returns to London after 15 years arrest in Australia under the new
identity of Sweeny Todd, hoping to regain a new normal life. (Equilibrium)
3.However when in Fleet Street he learns (by Mrs Lovett) that his wife poisoned herself after
Judge Turpin (who falsely charged Benjamin) raped her. He also learns that the judge is the
legal guardian of his daughter. (Disequilibrium)
4.Todd decides to reopen his barber shop but can not help but feel angry towards Judge
Turpin and lets his anger get the better of him when he murders a man who blackmails him
and misses an opportunity to murder Judge Turpin. (Recognition)
5.Todd then turns his revenge on the entire world and vents his murderous rage on his
customers whilst waiting until he can kill Judge Turpin. Mrs Lovett then comes up the idea to
use the dead bodies in her pies in order to make more money and improve her business,
thus they both benefit from the situation. (Repair/solution)
6.At the end of the story Todd kills what seems to be a beggar women and Turpin. However
the beggar women turned out to be his wife, that Miss Lovett lied about her dying so Todd
throws Miss Lovett into the furnace. Whilst cradling his dead wife Todd lets a boy named
Toby kill him so Todd can be at peace with his wife. (Restoration)

7. Roland Barthes
The Hermeneutic Code: any element within the story that is not fully explained
and becomes a mystery to the reader. The real truth is often avoided.
The Semantic Code: the connotation within the story that gives additional
meaning over the basic meaning of the word therefore we are able to paint
images with our minds.
The Cultural Code: anything that cannot be challenged and is assumed to be the
foundation of truth. This usually involves either science or religion however
magical truths are often found in fantasy films.
The Proairetic Code: builds tension within the film by implying that some other
piece of action is about to happen which makes the audience keep guessing.
This is usually done within horror films.
The Symbolic Code: organizes semantic meanings into broader and deeper sets
of meanings.

8. Representation
•Every media form, is a representation of someone's concept of
existence, codified into a series of signs and symbols which can be read
and identified by an audience.
• Therefore media texts are re-presentation of reality.
•Representation has dealt with particular social groups such as focusing
on women, ethnic minorities, age, gender, sexuality and sub cultures.
Examples of this can be representing black people as criminals which
can lead to stereotypes.

9. Representation and Stereotypes
Branston and Stafford state that there are characteristics to representation
such as:
-A categorising and evaluation of the group being stereotyped.
-Emphasise on specific features which are easily recognised by the audience for
them to draw the conclusion of the represented group.
-The evaluation is often (but not always) a negative one.
Representation can be linked to horror films such as the representation of
gender. This is because women are represented as vulnerable and an easy
target within horror films. However the horror genre also allows this
stereotypical view of women to be challenged, because as the story progresses
we can see how the woman can become stronger and overcome the villain.
Horror and gender can also be linked to Laura Mulvey’s male gaze theory such
as in ‘Halloween’ where we see women through the male’s perception which
can lead to the stereotypical view of vulnerable.

10. Audience
Audience are the people who the media text is aimed at (target audience) and
the people who consume the media product. Audiences can be sorted into
certain categories such as the demographics and psychographics of the target
market.
Demographics Psychographics
Age Hobbies and Interests
Gender
Religion
Socio-economic
Spending power
In the next few slides are audience theories that explain why audience’s chose
particular media texts (such as horror films) and how the audience take in the
information.

11. Uses and Gratification
Bulmer and Katz developed the Uses and Gratification theory in 1974, stating
that individuals might choose and use a text for the following purposes:
- Entertainment/Diversion
-Information/Surveillance
-Social Relationships
-Personal Identity

12. Hypodermic Syringe Model
Dating from the 1920s, this theory was the first attempt to explain how mass
audiences might react to mass media. This theory suggests that information is
absorbed into the human brain without thought.
The consumer is vulnerable from consuming media texts and are easily
manipulated by producers, therefore the consumer will accept dominant
ideologies as the norm.

13. Two Step Flow
Lazarsfeld, Berelson and Gaudet analysed the voter’s decision making process
during the 1940 presidential election campaign and published their results in
‘The People’s Choice’.
Their findings suggested that the information does not flow directly from the
text into the minds of its audience unmediated but its already filtered through
opinion leaders who then communicate it to their less active associates, over
whom they have influence.

14. Reception Theory
Thirty years ago research was conducted on how individuals receive and
interpret a media text, and whether their individual circumstances (age, gender,
class) affected their reading.
Stuart Hall addressed this concluding that audiences take on their own theories
of a media text as people are all different hand have different ideologies.

15. These audience theories can be relatable to the horror genre.
This can include many people believing that from the
hypodermic syringe model, this can influence the consumer to
then commit these crimes. This perception has led to the
banning of films such as The Exorcist in the past.
However studies have argued this theory claiming that by
viewing horror films it allows us to gain the feeling of the crimes
without having to commit it which therefore satisfies the
consumer. It also allows the consumer to share the experience
with others and gain a sense of empathy.

16. Media Language Investigation
In the following slides I will analyse three different horror trailers
2. The Devil Inside
3. The Woman In Black
4. Strangers
I will analyse in detail how the trailer has been produced through use of
cinematography, editing, sound and mise en scene and how these following
features will contribute into creating a typical trailer of the horror genre.

17. An extreme close up has been used here to
show the cut on this woman's mouth. The
make up and overall mise en scene makes her
The Devil Inside look possessed which adds to the horror genre.
Through use of editing and
computer development we
are now able to create more
horrifying images such as the
mangles body shown in this
screen shot. This realistic
image makes the reader
believe that this could happen
in reality therefore making
the trailer and film seem more
terrifying. It also is a
memorable image which will
make the audience remember
this film, therefore they will
be more likely to go and see There have been use of
it. security cameras as part
This is a mid shot. The of the cinematography
lighting has been used on and mise en scene to
the character’s face to show entrapment. It also
show the emotion yet adds a realistic element
given enough light to
to the trailer as we all
show the possessed
character behind in the have security cameras.
dark which adds to the This adds to the scary
tension and scary feel to atmosphere to the trailer.
the trailer.
Cinematography: There is a use of mid shots and close ups to gain the expression of the characters.
It also allows the view to see the detail such as the cuts on the woman’s arm. There are high angles
to show lack of power the woman has over her possession. There are also uses of extreme close ups
to show the horror and create an idea of chaos as the consumer cannot fully see what they are
watching. There are also use of Dutch tilts to show the chaos and to help build tension. The lighting
has been used effectively throughout to show emotion on character’s faces but also to emphasize
the darkness which is a typical convention of horror. The end scene of the title of the film has
images of the cuts shown on the victim earlier showing continuity.

18. Editing: There has been use of type writing used at the start of the trailer so the
audience can read what is being said through the telephone call. Also by saying
‘the actual 911 call’ makes the audience believe that this can happen in reality,
therefore causing tension and horror to rise. The shots have been edited sort of
fuzzy to show chaos which is usually associated with horror. Towards the end of
the trailer there are fast paced cuts (short takes) to build suspense. There are also
motivated cuts as well as the use of fade outs so the image goes black, which is a
colour associated with horror
Sound: There are use of voice-overs to create a realistic feel to the trailer as if
they are listening to a police phone call, making the horrific incidences realistic
There is also diegetic sound which is carried over the shots to become a voice
over which has been done when the woman is singing a nursery rhyme. Kids’
songs are often used to create an eerie feel in horror. The key action parts that
are designed to make the audience jump use non diegetic sound to emphasize
the action.
Mise En Scene: Use of dark and low lighting is used throughout to show the
horror genre. There are also use of the Christ cross to show the ideal of the devil
which is linked to the horror genre.

19. The Woman In Black
Darkness and a
night setting is
common within
horror trailers as it
adds suspense and
Blood is common within nervous
horror films. This shot atmosphere within
however could also imply the audience.
someone is watching him
which adds to the horror
element as it creates a
sense of the unknown.
Cinematography: The trailer begins with an establishing shot in order for the audience to
visualize this is where the action will be taking place within the movie, giving the audience an
insight. The room is old, tattered and destroyed which creates an eerie look which follows the
horror genre. There are use of close ups and mid shots to show the terror on character’s faces
and to show the ‘creepy’ objects in the house. There are also use of insert cuts as well once the
setting has been established to show the action within the scene. There are use of low angles
on the house to show the power of this haunted house. The lighting used is also dark which are
typical of horror trailers

20. Editing: Within post production a variety of editing devices have been used. There are uses of transitions such as
fade outs which leaves a black screen which adds to the horror genre as black is a conventional colour. There are
also use of motivated cuts when the word ‘house’ and ‘women’ is mentioned it cuts to a shot of them so the
audience can gain an insight as to who the characters are. The scenes have been edited so as to when an object is
destroyed or some form of action is shown on the screen it co-alongside with the flash of music for emphasis.
There are short takes throughout which have been pieced together in a fast pace towards the end of the trailer
to show tension and speed in the action. There has been no copy used either which is usually typical of horror
trailers, though this may be done as the voice over will create a better scary atmosphere for the horror trailer.
Sound: At the beginning of the trailer there is ambient sound of the wind which creates an eerie atmosphere and
an idea of desertion within the house. There is also a voice over of the child telling the story of the film in a
nursery rhyme style. Children and nursery rhymes are often used in horror films to again create an eerie and
scary feel to show the genre of the film. This is the only voice to be heard within the trailer to show that no one
will hear you scream in this town, creating a sense of horror. Also by not being able to see this voice and where it
is coming from will also add tension. The non diegetic sound of a child’s music toy is constant throughout to
create tension, which speeds up part way through and cuts out to just one note after the title of the film has
been said. This has been done to show chaos, tension and suspense. It also does not fit with the fast pace action
that is happening on screen at the time which goes against typical horror trailer conventions.
Mise En Scene: The overall mise en scene of the horror trailer is old, dark, death and decay which are all
common features of a horror genre. There is also a deserted area, the Christ’s cross (which is used a lot within
horror) and blood – all typical conventions of a horror trailer to create a scary location to emphasize the plot and
make the consumer feel nervous and scared. There are lots of use of children’s toys which shows how the
monster prays on children, therefore creating a scary environment.

21. A Dutch tilt has been used here to
create a chaotic look to the scene
Paranormal Activity 3
which complies with the horror
genre. The lighting is also dark
which is another typical
convention of the horror genre.
This mirror shot
Lighting has
shows a dark figured
been carefully
supernatural being
chosen here to
which is typical of
create the scary
the horror genre.
atmosphere.
Also the darkness
creates the terror in
which horror films
are known for.
Cinematography: The cameras chosen to film this movie has been done by using home
video cameras to create a more realistic feel to the film, making the reader believe that this
is something that could happen in reality. The hand held camera also gives a distorted and
shaky look during some shots within the trailer which shows a chaotic feel to the trailer
which emphasizes the horror genre. There are use of close ups and midshots to show the
terror on character’s faces to show the horror genre. There are also flash backs and over the
shoulder/mirror shots so the audience can gain a greater insight into the trailer. There are
also dutch tilts in order to create a chaotic and distorted look to the trailer.

22. Editing: During post production the continuity between each shot has been edited
to a distorted and fuzzy look to show a chaotic atmosphere which is a typical
convention of a horror genre. There are motivated cuts as well which link back to
previous films showing the audience a brief history of the film to show synergy.
Some scenes have been edited into slow motion which creates an eerie feel as the
laughing over the top has been echoed and edited to create suspense. Copy has
also been used with use of emotive language to create suspense and make the
audience ask questions which will make them want to watch the film.
Sound: There are voiceover used throughout which has been echoed and distorted
to create a nervous and eerie atmosphere which adds to the typical horror genre
feel. The non diegetic sound along with the sound of broken up film is used
towards the end of the trailer to create further suspense. The childs laugh carries
over the black out through use of a sound bridge in order to add further suspense
to the audience.
Mise En Scene: The overall feel of the trailer is quite dark, as black is a typical
convention of horror. Also light is used to emphasize the scary aspects within the
trailer (such as the torch under the face) as well as the darkness to emphasize the
supernatural monster that is often associated with night. The use of everyday
clothes and home cameras used makes the trailer seem very realistic to make the
audience believe that this could happen to them in their own home, which adds to
the scary atmosphere within the trailer.

23. Research and Planning
Research and planning takes into consideration all aspects of developing,
producing and selling the product to the consumer in order to make a successful
selling product. This could be done by conducting surveys, analysing sales
reports in order to find what sells well. Research and planning will also have to
be taken into consideration when creating the specific medium as to make sure
the product will have a professional feel (such as making sure there is continuity
and a well thought out plot within a film).
When creating a horror film, research and planning stages are needed to be
taken into consideration. This would start with what the plot of the film is going
to be and finding out whether it will interest the chosen target audience.
Careful planning of the cinematography, editing, sound, mise en scene will also
have to be planned carefully in order to create a successful atmosphere of the
horror genre which is usually tension, suspense and darkness. Planning will also
have to be considered in how to market the final product as well as planning
how to cut the final product up into a serious of short clips in order to create a
trailer.

24. Real Media Texts
In the following pages I will analyse existing horror trailers and how they relate
to the typical codes and conventions found in existing horror trailers.
Codes and conventions that are typically found in horror films can include:
-Isolated setting
-Eerie music
-Tension and suspense
-Fast cut editing towards the end of the trailer to build up the action
-Short takes
-Either a supernatural monster or criminal

25. The Devil Inside
‘The Devil Inside’ follows typical conventions of horror trailer as it contains a supernatural
being, lots of suspense with a few jumpy moments, darkness, blood/gore, and a sense of the
unknown. All these conventions adds to the suspense created throughout the trailer which is
typical of the horror genre. However there is no copy used throughout but instead a voice
over which is not typical of horror trailers. There is a slow build up and faced pace action
towards the end which follows FREYTAGS theory of narrative. Women are also seen as the
victim but also the main character which links to the representation theories of women either
being vulnerable or overcoming the supernatural force.

26. The Woman In Black
‘The Woman In Black’ follows typical conventions of a horror trailer with scary/eerie music and taking the
idea of childhood innocence and manipulating it into something to be feared about which is very common
in the horror genre. There is use of darkness, blood and a supernatural being which is all typical
conventions of the horror genre which links to David Chandlers genre theory. There is no copy used either
which is not typical of horror genres, however the voice used is appropriate to set the atmosphere. There is
fast paced action towards the end which follows FREYTAGS theory, however the music does not follow this
fast pace action which goes against the typical conventions. This trailer can be linked to people deciding to
watch this film as a form of entertainment which links to the Uses and Gratification theory.

27. Paranormal Activity 3
Although the trailer for ‘Paranormal Activity 3’ follows typical conventions of a horror gene
such as darkness and a supernatural being, it does go against typical conventions of the
horror genre. Firstly there is not fast pace action towards the end of the trailer. There is also
use of a hand held camera which is not commonly used for horror trailers. There is however
use of copy which is typical of horror trailers to create suspense. This trailer does not follow
Aristotle’s linear narrative theory but possibly a circular narrative as the sequels of the film
work backwards. Furthermore the Proairetic Code is not very prominent within this trailer
as it does not necessarily make the audience keep guessing or waiting for the next piece of
action.

28. Digital Technology
Digital technology can be described as new media refers to on-demand access
to content any time, anywhere, on any digital device, as well as interactive user
feedback, creative participation and community formation around the media
content. Most technologies described as "new media" are digital, often having
characteristics of being manipulated, networkable, dense, compressible, and
interactive e.g. the Internet, websites, computer multimedia, video games, CD-
ROMS, and DVDs.
When creating a horror trailer a variety of digital technology will have to be
used such as filming the product, producing the product (such as using
PremierePro), burning the film onto disc, creating the packaging (such as using
PhotoShop) etc. Also by uploading the trailer onto YouTube is also another form
of digital technology as this results in the trailer being available to be viewed
world wide quick and easily.

29. Creativity
Creativity is the use of imagination or original ideas to produce an artistic piece
of work.
Creative features used within a horror trailer can include:
-The use of creating a soundtrack to be used within the trailer which can add to
the action, tension and suspense of the film trailer.
-The use of creating the costumes for the supernatural being, criminal or even
the gore scenes which are associated wit the horror genre to make the trailer
look realistic which adds to the fear of the horror trailer.

30. Post Production
Post production is a term for all stages of production occurring after the actual
end of shooting and/or recording the completed work.
Once completing filming the horror trailer post production stages can include
editing the clips together, adding non diegetic sound, adding special effects,
editing of lighting and colours etc. Due to the development of digital
technology this has made the process of post production incredibly quicker and
easier.