Audiences and Narratives

• Explain
Claude Levi Straus’s theory of Binary
opposites.

• What is the hypodermic needle effect?

• What is a niche audience?

• What is the ritual approach to genre theory?

• What is Todorov’s narrative theory

 Compare your plan to the marks scheme

What grade do you think you would

get.
Look at Level 4 what might you need
to do in order to achieve this level
 Lesson Objectives
• To go over your Audience and Narrative
essay plans and evaluate

• To define what creativity is

• To evaluate how creative your productions

were

• To look at another exam question

 Creativity

“Digital technology turns media consumers into media

producers”. In your own experience, how has your
creativity developed through using digital technology
to complete your coursework productions?
 LETS GET CREATIVE!
• You have approximately 3 minutes at each
station so you will have to work quickly.
Instructions are at each station. SHOUT if you
don’t understand!
 Why is creativity important?

What is creativity?

What kind of job roles/ industry sectors are

creative?
What is the difference between creativity
and imagination?
 “Human creativity is the
ultimate economic resource.”

Richard Florida
 Gordon Brown
Britain is a creative country. You can feel it every time you visit one of our great
museums, galleries or theatres. You can see it when you watch the best of our
television or play our imaginative new computer games. And you can sense it in
our music, film, fashion and architecture. Creativity is at the heart of British
culture – a defining feature of our national identity. Creativity, culture and the arts
improve the quality of all our lives .
 Why is creativity important
The creative industries are those industries
that are based on individual creativity, skill
and talent. They are also those that have the
potential to create wealth and jobs through
developing intellectual property. 

The creative industries include:

Advertising
Film and video
Architecture 
Music
Art and antiques markets
Performing arts
Computer and video games
Publishing
Crafts
The Creative industries are one Software
of the UK’s largest exports and Design
account for 7.9% of the Uk’s Television and radio
Economy Designer fashion
The ability to transcend traditional ideas, rules, patterns,
relationships, or the like, and to create meaningful new ideas,
forms, methods, interpretations, etc.; originality,
progressiveness, or imagination
Dictionary

“Creativity is the process of bringing something new into

being...creativity requires passion and commitment.— Rollo May,
The Courage to Create

The act of turning new and imaginative ideas into reality.

Creativity involves two processes: thinking, then producing.
Innovation is the production or implementation of an idea. If you
have ideas, but don't act on them, you are imaginative but not
creative.
Linda Naiman
First, they the characteristics of
creativity ways involve thinking or
behaving imaginatively. Second,
overall this imaginative activity is
purposeful: that is, it is directed to
achieving an objective. Third, these
processes must generate something
original. Fourth, the outcome must be
of value in relation to the objective.” “
All our futures: Creativity, culture and education”, the UK National Advisory Committees report [DfEE,
1999
The ingredients of being creative

Imagination
Purposeful
Original
Value
Are the following creative or not creative?
Hold up your card to decide
Having a chat with a friend
Doodling
Writing a poem
Inventing a new hoover
Singing
Designing a poster
Thinking about a unicorn
 NOT
CREATIVE CREATIVE
 Ask these questions of one of the media
texts you have created?

How did you use your

imagination?
How was what you did
Purposeful?
How was it Original?
What value did it have?
“Digital technology turns media consumers into media producers”. In your own experience, how has your
creativity developed through using digital technology to complete your coursework productions?