Some
typical modes of address
Films -
impersonal, audience rarely acknowledged. Spectator placed in privileged
position of often knowing more than the characters. Audience addressed
indirectly through narrative viewpoints. Plots usually resolved
(closure).Little sense of author/producer outside credits. Audience invited in
to experience another world.
Television
- personal, direct address to viewer who is acknowledged.
works to attract our attention because viewing can be casual, texts such as
News, soaps, sitcoms refuse resolution (are continuous). Viewers assumed to be
members of a family (see watershed, childrens slots etc.). As a national
audience (see Queens xmas message, sports events etc.). More specialist
audiences beginning to be addressed ( cable channels, C4 etc).
Radio - most
personal/intimate, regional/local - variations in accent , tone and
delivery. distinctive audiences , attempts to construct dialogue with audience
(phone ins). Access (‘your station’). Use of jingles to establish stations
sense of identity.
Magazines
- direct address through text and images, front page important
in establishing identity. can appeal to different aspects of personality e.g.
womens mags can appeal to woman as friend, mother,wife, worker, lover, individual etc. Visual appeal is
important.
Newspapers
- Broadsheets - impersonal , formal , detached. Subdued
tone, non participatory and less direct than tabloids. Tabloids - loud
,personal, more direct , use of participatory gestures. Front page/visuals more
important than broadsheets.
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