+
Narrative Construction
+
Narrative
n The way in which a
story is told in both
fictional and non-
fictional media texts
n Acts as an organizing
...
+
Warm-Up
Can you think of FOUR
examples of a narrative?
+
Examples:Types of Narratives
n Personal Histories
n The News
n Fairy Tales
n Jokes
n Dreams
n Suspense Thrillers
n...
+
Difference Between a ‘Story’ and a
‘Narrative’
n We must understand that there is a difference
between a ‘story’ and ‘n...
+
Story vs. Narrative
Story: Little Red Riding Hood Narrative: Momento
+
Why?
n  A CLEAR sequence of events
n  Beginning, middle, end
n  Chronological order
1. Little girl in a red cloak mee...
+
Are you clear on the difference
between “story” and “narrative”?
Can you think of 2
examples for each?
2 examples of a S...
+
Examples: Narrative
+
Examples: Story
+
The Process of Narrative
n Key Elements of a Narration
n A Narrator
n Point-of-View
n Listener/Audience
n Basic Str...
+
Role of Narrative
n Plays an important
role in how we grow
up
n What we learn
n How we form our
social lives
n Helps...
+
Role of Narrative in
Media
- For media producers,
narrative is an important
tool for organizing
seemingly random
informa...
+
Narrative to Influence
Responses
- Narrative is often times used to
influence the responses of an
audience to a particul...
+
In General…
n Narrative is a means
by which media
producers shape and
control the flow of
information to an
audience
n...
+
Narration Simple Recurring
Formula
Equilibrium à Disequilibrium à New Equilibrium
+
Explanation of Narration Simple
Recurring Formula
Equilibrium à Disequilibrium à
New Equilibrium
+
Equilibrium
Think of a peaceful community that starts with a
state of equilibrium (harmony).
+
Disequilibrium
Then, something disrupts the equilibrium
destroying the sense of well-being.
+
New Equilibrium
Then, some outside
force or agency
overcomes the
force of evil and
restores order and
harmony.
+
When Do We See This?
n This structure is very
common in
Hollywood movies
n You see it in
Western, Sci-Fi, and
Musicals...
+
Television News
n  The opening shot
introduces harmony of
the studio, as the
program opens
n  Then, the tragic events
...
+
Mode of Address
n How a media text
“talks” to the audience
n The way in which the
text “talks” to the
audience affects...
+
Mode of Address: Directness
n Television
Commercials/
Advertisements
n Films and stories
Direct Address Indirect Addre...
+
Mode of Address: Point-of-View
n When the narrator is
one of the characters
in the story
n We see the world
through th...
+
Mode of Address: Formality
Formal Informal
+ Example of Informal Media
+
Relationship Between Narrative
and Genre
n Depending on the genre of the narrative
may change
n The order of the story...
+
Flashback
A scene in a
movie, novel, etc.
set in a time
earlier than the
main story
+
Linear Narrative vs. Anti-Narrative
n Most narratives go in
a straight line of
events
n Follow a basic
chronology (ord...
+
Character Roles (Functions)
n  The Hero
n  The Villain
n  The Donor (offers help
or a gift)
n  The Dispatcher (Sends...
+
Media Codes
1
Enigma
Code
2
Action
Code
+
Enigma Code
n  Make the audience
question what is
happening
n  For example:Who is
she? Where is she
going? Why is she ...
+
Example: Enigma Code
http://v.youku.com/v_show/id_XOTEwNzM0NzQ4.html
Ideas:Write down reasons why
you think this is an e...
+
Notes From Video to Suggest
Enigma Code
n  Why does it start with the
ending of the song?
n  Strawberry
n  Suddenly m...
+
Action Code
n Resolution is made
through action
n Shows how narratives
can be resolved
through action
n Significant e...
+
Examples: Action Code
Car Chase Shoot-Out
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Narrative and New
Media Platforms
WEBSITES
-  - Home Page: Fulfills
the function of
reassuring the reader
they have arri...
+ Pathways to Other Areas
-  Hyperlinks and menus are used to guide the
viewer through other parts of the website
-  A web...
+
Website Narrative
n Websites are unique in that they allow
the viewer to control the order to which
they receive inform...
+
Examples
Blogs and
Websites
+
Activity
n Pick a few websites and blogs
and navigate through them
of 42

Narrative Construction_Advertising

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - Narrative Construction_Advertising

  • 1. + Narrative Construction
  • 2. + Narrative n The way in which a story is told in both fictional and non- fictional media texts n Acts as an organizing principle that helps us make sense of the world n Interprets the world and shapes it into compressible information
  • 3. + Warm-Up Can you think of FOUR examples of a narrative?
  • 4. + Examples:Types of Narratives n Personal Histories n The News n Fairy Tales n Jokes n Dreams n Suspense Thrillers n Ghost Stories n Comics
  • 5. + Difference Between a ‘Story’ and a ‘Narrative’ n We must understand that there is a difference between a ‘story’ and ‘narration’, just as there is a difference between a ‘tale’ and ‘telling’ n The story that is told, the order it is told, and the point of view from which it is told is very important n The same series of events, featuring the same characters can make very different narratives if told for different purposes n Example: A joke, the ‘News’, or a fictional novel
  • 6. + Story vs. Narrative Story: Little Red Riding Hood Narrative: Momento
  • 7. + Why? n  A CLEAR sequence of events n  Beginning, middle, end n  Chronological order 1. Little girl in a red cloak meets a wolf in the woods 2.The wolf later pretends to be the little girl’s grandmother and eats them both up 3.The hunter cuts the wolf open and both the girl and the grandmother come out unharmed n  HOW the events are told n  The ordering of events into a format 1.  The film does NOT start at the beginning to lead us through an end 2.  The film is shown backwards in 15-minute segments 3.  Some scenes are in color, some are in black and white Story: Little Red Riding Hood Narrative: Momento
  • 8. + Are you clear on the difference between “story” and “narrative”? Can you think of 2 examples for each? 2 examples of a STORY 2 examples of NARRATIVE
  • 9. + Examples: Narrative
  • 10. + Examples: Story
  • 11. + The Process of Narrative n Key Elements of a Narration n A Narrator n Point-of-View n Listener/Audience n Basic Structure n Type or Genre
  • 12. + Role of Narrative n Plays an important role in how we grow up n What we learn n How we form our social lives n Helps us make sense of the world n Potential to influence or behavior
  • 13. + Role of Narrative in Media - For media producers, narrative is an important tool for organizing seemingly random information into a logical form - Used to influence the responses of an audience to a particular event
  • 14. + Narrative to Influence Responses - Narrative is often times used to influence the responses of an audience to a particular event - This is determined by how the information is presented
  • 15. + In General… n Narrative is a means by which media producers shape and control the flow of information to an audience n At a basic level, narrative can be seen as the sequencing of information about events into a logical and cohesive structure in time and space
  • 16. + Narration Simple Recurring Formula Equilibrium à Disequilibrium à New Equilibrium
  • 17. + Explanation of Narration Simple Recurring Formula Equilibrium à Disequilibrium à New Equilibrium
  • 18. + Equilibrium Think of a peaceful community that starts with a state of equilibrium (harmony).
  • 19. + Disequilibrium Then, something disrupts the equilibrium destroying the sense of well-being.
  • 20. + New Equilibrium Then, some outside force or agency overcomes the force of evil and restores order and harmony.
  • 21. + When Do We See This? n This structure is very common in Hollywood movies n You see it in Western, Sci-Fi, and Musicals, etc. n This structure is also very common for television news
  • 22. + Television News n  The opening shot introduces harmony of the studio, as the program opens n  Then, the tragic events and world news are reported n  We finish with a light, good-willed, or comic ending as the news program comes to a close
  • 23. + Mode of Address n How a media text “talks” to the audience n The way in which the text “talks” to the audience affects how the audience RESPONDS to the text
  • 24. + Mode of Address: Directness n Television Commercials/ Advertisements n Films and stories Direct Address Indirect Address
  • 25. + Mode of Address: Point-of-View n When the narrator is one of the characters in the story n We see the world through their perspective (point-of- view) n The narrator is NOT a character in the story n Sometimes referred to as the “Voice of God” 1st Person 3rd Person
  • 26. + Mode of Address: Formality Formal Informal
  • 27. + Example of Informal Media
  • 28. + Relationship Between Narrative and Genre n Depending on the genre of the narrative may change n The order of the story may change to help tell the story n Different devices are used to unfold the story
  • 29. + Flashback A scene in a movie, novel, etc. set in a time earlier than the main story
  • 30. + Linear Narrative vs. Anti-Narrative n Most narratives go in a straight line of events n Follow a basic chronology (order) of the story unfolding n Disrupts narrative flow in order to achieve a particular effect n Disrupts chronological order Linear Narrative Anti-Narrative
  • 31. + Character Roles (Functions) n  The Hero n  The Villain n  The Donor (offers help or a gift) n  The Dispatcher (Sends hero on mission) n  The Helper (Aids Hero) n  The Princess (hero’s reward)
  • 32. + Media Codes 1 Enigma Code 2 Action Code
  • 33. + Enigma Code n  Make the audience question what is happening n  For example:Who is she? Where is she going? Why is she doing that? n  Allows the audience to become interested in the media n  They want their questions answered, so they continue to view n  Helps to move on the narrative
  • 34. + Example: Enigma Code http://v.youku.com/v_show/id_XOTEwNzM0NzQ4.html Ideas:Write down reasons why you think this is an example of an Enigma Code.
  • 35. + Notes From Video to Suggest Enigma Code n  Why does it start with the ending of the song? n  Strawberry n  Suddenly moves from dressing room to weird n  Walls moving, floor giving way n  Being pushed in a wheelchair by a child n  Why are there magic elements? n  People with bull heads in front of them n  Prince – only after her because she is famous n  Stars come out of chest n  End with another song n  Based on Alice in Wonderland
  • 36. + Action Code n Resolution is made through action n Shows how narratives can be resolved through action n Significant events that move the narrative on in a particular direction n  Used to change the scene/narrative for a specific reason and keep the narrative alive n  Teach the audience something new about the character or the plot n  Gives the audience information that is needed to understand
  • 37. + Examples: Action Code Car Chase Shoot-Out
  • 38. + Narrative and New Media Platforms WEBSITES -  - Home Page: Fulfills the function of reassuring the reader they have arrived at the right place -  - Provides information to make the viewer want to continue through the website
  • 39. + Pathways to Other Areas -  Hyperlinks and menus are used to guide the viewer through other parts of the website -  A website can control how we want the viewer to move through the narrative.
  • 40. + Website Narrative n Websites are unique in that they allow the viewer to control the order to which they receive information n It can be logical or not logical – Our choice n It allows the viewer to participate in the information received
  • 41. + Examples Blogs and Websites
  • 42. + Activity n Pick a few websites and blogs and navigate through them

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