Question - How (and why!) have stereotypes in this media product been used both positively and negatively?
Key scenes - Matty is a typical moody and unhappy teenager, when she sees her mum come home she doesn't show a happy expression she just looks moody.
- Humans is a typical sci-fi drama
- but the sci-fi genre has evolved as we haven't got aliens etc.
- Humans has intertextual references to Outnumbered, as a humorous family scene.
- Humans shows representation of slaves, robots etc
- When Joe goes to buy Anita it is similar to Joe going to buy any machine.
- Key genre conventions of Humans
- Synths , smooth, upright, static walking the producer uses these genre conventions to fulfil the audiences expectations.
- Steve Neale - Repetition and Difference - The audience want to see the same thing but different to make it more interesting, the way this is different is to make the audience think about the nature of our existence, and its breaking the rules to challenge which makes it a postmodernist text. They're showing this because it makes it more interesting.
- The persona synthetics website allow audience to explore narrative of the show beyond the show.
- Proairetic code - the fact that there is a return address shows that something is about to happen, and shows that the synths are faulty etc.
- Immersion - totally involved with something.
- By having a website it involves the technology aspect of synths to real life and shows the technological movement.
- Channel 4 (aMC)
- aMC made/funded The Walking Dead, Breaking Bad, it was a cheap basic cable channel and advertising so they have to live up to restrictions, then they decided to start making their own shows.
- They came into the deal on 'Humans' after Microsoft closed deals with the Xbox.
Channel 4
- Ideology
- Channel 4 aim to reflect the contemporary world to British television audiences, and one of the most important ways they do this is through their substantial and multi-award winning documentary output. Commissioning more than 200 hours of documentaries every year.
- Experimental, stylised content.
- Funding
- Used to be from ITV, now they started doing their own on air advertising, programme sponsorship and the sale of any programme content.
- A little bit of a licensing fee but not as much as ITV.
- Associated Channels
- E4, MORE4, FILM4, ESEVEN, 4MUSIC, ALL4.
- Each channel targets a very specific niche audience.
- E.g E4 specifically targets a young, stundenty type of audience.
- Scheduling
- As a general rule, the more adult in nature the content is, the later it should be broadcast, with the 9pm watershed being the crucial point in time before which material unsuitable for children should not generally be broadcast. Leading up to and after the watershed, parents are expected to take increasing responsibility for their children's viewing.
- Notable Releases
- Hollyoaks, Big Brother, Brookside, Celebs Go Dating, Made in Chelsea, Friends, Big Bang Theory, Gogglebox, Skins, Misfits and Inbetweeners.
- Ownership
- Makes use of the watershed, placing shows later at night. Reputation for challenging and programming.
Targeting and Marketing Audience
The Target Audience for Humans
- Age
- 30
- Gender
- Female
- Nationality
- English
- Location
- Outskirts of London
- Sexuality
- Heterosexual
- Demographic
- 25 yr old, heterosexual female, english from cambridge
- Psychographic
- Bit boring, not got much to do in their life, no kids, lives with a boyfriend or on their own, has a dog or a cat
- Socio-economic class
- Lower middle class
- Occupation
- Teacher
- Hobbies
- Reading, binge watches tv.
- Tv shows are not sold to advertisers, its actually the audience that is being sold to the audience.
- The process of television making is selling audiences.
- You are being sold to company's every day.
- Facebook - Keep track of what you do on Facebook and the adverts are specialised to what you're doing.
- 'In what ways does this scene target and maintain audiences'
- 'The breakfast scene'
- Mise-en-scene - Costume
- Middle class man, up early before work, sitting down with the family for breakfast.
- Dialogue
- Typical dad jokes
- Characters
- Moody teenager - identifiable character, male could probably relate.
- Shot Type
- Slow pan of the breakfast table showing an identifiable scene so the target audience are automatically comfortable and familiar with the setting.
- Establishing Shot of nuclear family
- Two parents, three kids normal family, this targets the target audience straight away. It also creates an aspirational audience for the 30 something middle class audience.
- Shot type
- Close up of Laura's face establishes her dislike for Anita. Relatable situation for the target audience who may debate on wether or not to get a maid/cleaner.
- Dialogue
- 'This is what breakfast is supposed to be like' a lowkey dig at Laura, saying she's not as reliable as Anita as she is failing to provide and to play the role of mother.
- Provides a hyperreal fantasy aspiration for the middle class audience.
- Mise-en-scene - Costume
- All in dressing goals except from Anita which is conventional of the sitcom genre.
- Unconventional of the sci-fi genre which is a good thing as it keeps the show more interesting, 'repetition and difference' we want to see repetition but we want it to be different to make it more interesting but still easily identifiable.
- Debate
Creates debates to target the target audience this tunes people in again as you can see the tension in the family and you want to know what is going to happen with this tension and if it will be elaborated.
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