AS Media Studies Foundation Portfolio



Quantitative Research- The Book-Survey Monkey

I created a Survey Monkey to get some Quantitative research for my group. In the survey, I ask questions about the individual to learn more about my target audience. Such as fears, class, age range, gender and their psychographic. From doing this I was able to find our target audience and change our marketing/distribution of the films to suit this.

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Additionally, I did some qualitative research to speak to my target audience face on, so that I could review my work and produce another draft.

Link Here- Qualitative Research- The Book


Conventions: Psychological Sub-Genre

In all media platforms and text there are conventions that can be seen. Conventions are the typical features and attributes shown in text that have become the norm for the genre. The horror genre has many sub-genres but my group decided to explore the psychological niche for out production. Therefore , I though it would be useful to find out the conventions of the sub-genre so we can use them in our work. I believe if done correctly it can improve our piece and make it conform to other ideologies and stereotypes of the genre.

Examples of the sub genre- psychological:

  • The Shinningth (2)
  • The Silence of the lambs
  • 6th Sense
  • Vertigo

The most common conventions in the psychological sub-genre is the use of cinematography. (Some of these shots that will be spoken about are in greater detail in another blog post – Cinematography) A conventional camera shot is called ‘The Dolly Zoom’, used to make the background seem distorted and convey paranoia and sickness. This was used in cult classic vertigo. This is used because it confuses the audience creating ambiguity and confusion cruical in any psychological film.

A convention found in most psychological films, is watching the characters cope with their difficulties, normally the villain that struggles to with their challenges. Additionally, deepening the understanding of characters is typical, widening audiences knowledge of their past and therefore the narrative. Creating narrative enigmas within the narrative is another conventions. Making the audience wonder about the characters past, attributes and motive. Normally used in mainstream trailer, it is utilised in this sub-genre to creative the same effect of confusion.

This is used in ‘Shutter Island, a film released in 2010.

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During a scene, when a character says “someones missing.” Making the audience question, who is missing, why and how? It allows the audience become more apart of the film as they try to understand the situation.

Referenced –


History of Horror

I created a Prezi about the history of horror so that I could understand how it has developed over the years and how the genre has transformed into what it is today. From doing this I have been able to learn about conventions and stereotypical themes. From seeing the change of horror through out the decade, I can use the different niches and sub-genre in my work to improve and further my understanding.


Here is a link to my prezi…..


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Horror- Stereotypes & Ideologies

I wanted to research the stereotypes and ideologies of the horror genre so that when my team started to film we could implement these themes and conventions into our work. If we used these themes it would make our work conform to the horror genre.

Here are some stereotypical character profiles found in the genre:

  • The female victim, portrayed as being vulnerable and in need of protection. Often shown as being stupid and annoying.




  • The Hero, Most often a male character of strong, masculine build, the ‘hero’ tends to be the brave character that goes after the murderer, they  tend to be strong and


  • The Villain, Lack of appearance or emotion, hinting towards the idea of them being inhuman. They play on the audiences more primal fears and the thought that they could actually be all around at night. This character has the biggest impact on the audience and other characters, therefore should be
    represented in such a way that it seems god like.




I believe we can use this research to alter our characters e.g. for the villain, ‘the daughter’ she can be presented as inhuman and ghostly to play with the audiences emotions. Additionally, I think that we can mix both ‘the female victim’ and the ‘hero’ together so that they are suggest to have insecurities e.g. the mother is terrified of her daughters death.

You can look at our character profile of the characters to see how we used the research to alter their attributes…

Character Profile-Katie Jones-The Book

Character Profile-Susan Jones- The Book


Here is a link to the website I used for my research..

Qualitative Research- The Book

After completing my first draft, I wanted to get some research to see how I could alter and change my project for the better.

The uses of Qualitative Research

  • To find what we are communicating and if it is what we want to communicate
  • Audience research- must do it, to reach criteria
  • So you know what you need to improve.

The qualitative research was an interview with three teenagers. Their ages were all within my target audience age bracket and therefore were my primary audience.

Here is a link to another blog post surrounding conventional target audiences-  Target Audience – Horror Genre.

Target Audience – Horror Genre- The Book

The correct Target Audience for a distribution company is cruical, so that ttarget-your-audience-for-local-businesseshe film can receive its highest revenue at the exhibition. Knowing your target audience allows the firm to alter its advertising so that its more attractable for younger, older, male or female audiences.

There are two types of target audiences-

Primary audience- is the decision maker, the ones to see the film/media first. Therefore, are the primary audience of a distribution firm and is the main audience.

Secondary Audience- is the audience educated by the primary, they are brought towards the film because of connection with primary audiences e.g. a boyfriend coming to a rom-com.

The typical target audience age for the horror genre is from 15-25. This is due to the thrilling factor arisen from horror movies, as the younger generations enjoy the jumps and surprises that come with the film. Additionally, unlike older generations, teenagers are unlikely to be put off by graphic images and iconography but instead are drawn towards them. Unlike in most genres, horror doesn’t conform to a specific gender. Therefore it does not have great influence on the primary audience for firms.

I used my Qualitative and Quantitive Research to help find my target audience age range.

Quantitative Research- The Book-Survey Monkey

Qualitative Research- The Book

Hence for both of my projects, my target audiences are teenagers between the ages of 15-25 with no specific gender. From this, I will try use the age range to find my qualitative research and help me improve my projects.

I used these websites to help with my research :



Familiarising myself with Adobe Affect Effects.

In the production of my Media project, I needed to learn how to create moving titles to create ambiguity, mystery and horror themes. I used adobe after effect and premiere to create such sequences.

I used a wide range of research websites and online videos to have a more in depth knowledge of Adobe After effects after not having any past experiences on the software. I needed to create a title sequences that followed conventional horror themes.

I used Adobe Affect Effects to learn how to create an opening title for ‘The Book’ opening sequence. I also learnt how to add new font text, to allow for the titles font to conform to other horror conventions.

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My wider research…

I created practice edits on other projects to make sure I understood fully how to edit the effect onto a moving scene and not just as blank background. Also getting help from my team mates who had more experience on the software and could help me understand it more.

Adam Tyrell’s Link is here-

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I received help and aid from this website.

I wanted to learn about the role of a Director, learning about iconic cinematography shots and how they can be utilise to create a meaningful and dramatic sequence. I learned about these shots so that they could help me introduces new techniques into my filming. Here are 7 iconic cinematography shots…


  • The Dolly Zoom – This is a shot commonly used to convey paranoia, sicking uneasiness and horrifying sudden  revelations. It was most famously used in Hitchcock’s Vertigo.

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  • The Low angle Trunk Shot – This is a shot that displays  the inside trunk of a car. It portrays realism, like hand held shots. It is commonly used in Quentin Tarantino films for example in Reservoir Dog.

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  • Dutch Angle – It is displayed by tilting the camera in one side. From this motion it creates disorientation, desperation, drunkenness and intensity. This specific shot is used in Kenneth Branagh Thor.

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  • The Close-up montage – This is when a montage of quick cut close-ups is used to make the audience pumped up and ready. Typically used in action genres for “lock and load” montages and sequences. For example used in Shawn of the Dead.

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  • The Whip Pan – This specific shot conveys urgency and rhythm. It allows the camera to get from point A to point B in the most fluid way. Additionally, using this technique it can hide cuts and keep the pace steady.
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  • One Point Perspective – This is a type of shot that uses symmetry, it makes the shot seem to have more depth. Commonly used by Wes Anderson in films such as The Shinning.


  • Long Tracking shot – The shot can be used to place the audience in the world.  It allows the audience to fully understand the world being able to receive information and knowledge from the the long take. It is famously used in Kill Bill and displays the location and setting of the scene.


Film Roles

There are multiple crucial roles in films. Thus I thought it to be important for me to have an in depth knowledge of them and the order they are normally shown in mainstream opening titles.

  • Distribution
  • The Production Company
  • Director
  • The Major Movie Stars
  • The Title
  • Top Cast
  • Supporting Cast
  • Casting Director
  • Music Composer
  • Production Designer
  • Art Director
  • Set Design
  • Costume Design
  • Hair/Make up Artist
  • Sound Reader
  • Visual Effects
  • Editor
  • Director of Photography
  • Executive Producer
  • Producer
  • Story by
  • Written by
  • Directed by

The important roles begin at the beginning and slowly decrease in importance. Till it reaches the bottom where it repeats the Directors and other vital roles.


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