Cinematography

Cinematography is the act of capturing photographic images in space through the use of a number of controllable elements.  

These include 

1.    the quality of the film stock, 

2.    the manipulation of the camera lens, 

3.    framing, scale  

4.    Camera  movement

5.    duration, or the length of the shot, 

 Cinematography is a function of the relationship between the camera lens and a light source, the focal length of the lens, the camera’s position and its capacity for motion.

 

Depth of field is the measure that can be applied to the area in focus within the frame. Depth of field (DOF) is the term used to describe the size of the area in our image where objects appear acceptably sharp. The area in question is known as the field, and the size (in z-space) of that area is the depth of that field.

The center most point of the field is known as the point of focus. The imaginary two-dimensional plane that extends from that point is known as the plane of focus. And any part of your image that falls directly on this plane is officially in focus.

https://www.youtube.com/watch?v=I-N_7QXA6xE&t=12s

 

Types of Cameras Shot Focus

 

1.    Deep Focus  

2.     Shallow Focus

3.     Rack Focus / Focus Pull

4.     Tilt-Shift

5.     Soft Focus

6.     Split Diopter

Deep focus, which requires a small aperture and lots of light, means that the foreground, middle ground and background of the frame remain in focus.  In a deep focus shot, everything in yur frame is in focus. 

Deep focus cinematography is a kind of camera angle that allows the Cinematographer to keep everything in perspective without favoring foreground, mid-ground, or background.  Everything is lit and visible.

 

·       A film utilizes deep space, when significant elements of an image are positioned both near to and distant from the camera.

·       A deep space film shot utilizes deep space when the subjects of an image are positioned both close to and far away from the camera.

·       Deep space shots do not have to be in focus, but they do have to show the breadth of scale.

·       So wide shots are often used to promote deep space shots.

Shallow focus is a function of a narrow depth of field and it implies that only one place of the frame will remain sharp and clear . It is typically a feature of the close-up. In shallow focus shots, our subject is in crisp focus while the foreground and background scenery are out of focus. This limits your depth of field to create emphasis on your subject.

In contemporary cinema, shallow focus is often combined with deep space for artistic purposes or to demonstrate subjectivity.  

Soft focus is perfect when filming a dream or memory — the glow around everything is both wistful and slightly unreal.

https://www.youtube.com/watch?v=NqOKm3Z9zX0

 rack focus

A rack focus is the filmmaking technique of changing the focus of the lens during a continuous shot. When a shot “racks,” it moves the focal plane from one object in the frame to another. Also known as a "focus pull" or "pulling focus," the technique can include small or large changes of focus.

The shallower the depth of the field, the more noticeable the transition between focal planes. 

Filmmakers can change the focus of the lens to a subject in the background from the foreground or vice vera. This can be used to shift the audience’s attention or to point out a significant relationship between the two subjects.

 

Frame RATE

A frame rate refers to the number of individual frames or images that are displayed per second of film. The standard rate for a film is 24 frames per second. If more frames are added to this second the film will seem to slow down. The film will speed up if there are less than 24 frames per second.

 The higher the frame rate, the more film or digital storage space for video you’ll use up.

Here’s a breakdown of how different frame rates can be used:

·         1 frame per minute: time-lapse photography and stop-motion animation.

·         18 frames per second: Early motion picture films.

·         24 frames per second: Worldwide standard for movie theater film projectors.

·         300+ frames per second: high-speed cameras for very slow-motion photography (used for miniatures to make models seem larger on screen).

·         2500+ frames per second: very high-speed camera for special effects such a pyrotechnics and explosions.

 

 

ANGLE OF FRAMING

When filming from below or above the subject of the frame, it is known as a low or high angle. Filming from different angles is a way to show the relationship between the camera’s point of view and the subject of the frame.

LEVEL OF FRAMING

This refers to the height at which the camera is positioned in a given shot. Different camera heights are often used to display or exaggerate differences in points of view.  The low level position of the camera creates suspense by suggesting the perspective of an unsuspecting character on the ground.

 

THE VIEWER'S POINT OF ATTENTION

POINT OF VIEW SHOT

A point of view shot places the camera where the viewer would imagine a character’s gaze to be. This is a technique of continuity editing, because it allows us to see what the character sees without being obtrusive(mistake).

 

Point of view is the perspective from which that story is told. Point of view and perspective are not just important considerations in telling stories, point of view are necessary.

Camera  MOVEMENT

A camera movement refers to the way a camera shifts to visually narrate and shape a viewer’s perspective of a scene. In the world of film and video, there are several basic and advanced camera movements that can help enhance our story.  To make for a professional-quality final product need an effective and well-placed camera movements 

 

Length of SCENE 

 Some directors want length movement and some directors don't want any movement! The writer must find the exact length that allows him to share his passionate message, while entertaining the audience. That perfect balance, which is only achieved by less than 10% of the screenplays I read annually, makes the difference between a great film worth watching numerous times and a common film.

https://www.studiobinder.com/blog/types-of-camera-shots-angles-in-film/

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INTERNET ADVERTISING

 The Internet facility has developed  in the early 1960 in USA.  It was a means of supercomputer communication for researchers and for the US Department of Defense s across the country.

 Until in 1990s, the Internet   mostly used by academics, military researchers, and scientists around the world .

At present, Internet the fastest growing medium in history, offers incredible opportunities for a wide range of people in both business and advertising. 

Type of Internet Advertising :

Ads on the Internet can take a variety by forms.

Most advertising on Internet can be classified as 

• websites, 
• banners, 
• buttons, 
• sponsorships,
• Meta ads, 
• classified ads, and 
• e-mail ads.

 

Websites: 

Some companies consider their whole website as an ad.

Website typically consist of a home page and an indefinite number of subsequent pages that users can visit for further information. A web page refers to a single HTML (hypertext markup language) file, which, when viewed with a browser, may actually be several screens long.  Some companies use their website like an extended brochure to promote their goods and services.

 Banners : 

The ad banner is the basic form of web advertising. A banner is a little billboard that spreads across the top or bottom of the Web page. At present one comes across larger banner ads that can dominate the screen or even provide television commercials. When users click their mouse pointer on the banner, it sends them to the advertiser‟s site or a buffer page.

Buttons: 

These are similar to banners. They are small version of the banner those often look like an icon usually provides a link to an advertiser's home page. Since they take less space than banner, they are less expensive.

Sponsorships : 

A form of advertising on the Internet that is getting popular is the sponsorship of Web pages. Corporations sponsor entire sections of a publisher‟s Web page or sponsor single events for a limited period of time, 

usually calculated in months. In exchange for sponsorship support, companies are given extensive recognition on the site. 

Interstitials : 

This is a dynamic form of Net advertising. It is a catch all term for a variety of animated ads that pop up on the screen while the computer downloads a website that the user has clicked on. 

There are now many types of interstitials including pop-up windows, splash screens, superstitials, etc. Meta

Ad : 

Used in search engines (such as Yahoo, Google, etc.), a met ad is an advertisement displayed on the results page of a search, specific to the searched item. Meta ads are also referred to as keyword advertising. This method enables an advertiser to target a specific audience. 

For example, if a user searched for the term “handicrafts and handlooms”, the Meta ads displayed might be for handicrafts and handlooms items.

Classified Ads : 

Another growing area for Internet advertisers in the classified ad websites. Some of these websites offer free classified advertising opportunities because ad banners of other advertisers support them. 

They are similar to newspaper classified ads. You can search for homes, cars, jobs, toys, shoes etc. 

E-Mail Advertising : 

Advertisers can send e-mail advertising to customers who have asked for it. It is similar to direct mail advertising, and therefore, it is the most effective form of internet advertising. However, there is too much of span via the e-mail. 

Span refers to unsolicited, mass e-mail advertising for product or service that is sent by an unknown entity to e-mail addresses.

Advantage of Internet Advertising:

1. Interactive Medium : 

It allows consumers to directly interact with an advertiser, thereby establishing future relationships.

2. Enormous Audience : 

With an audience of about 500 million people world wide (some estimates put the figure at 1 billion people), the internet is the only true global medium, providing information and commercial opportunities that are immediately accessible around the world. 

3. Immediate Response : 

Products and information are available on demand made by the consumer, thereby, providing instant feed back for the advertiser.

4. Selective Targeting : 

Advertisers can reach the right target audience, especially through the Meta ads.

5. Proximity to Purchase : 

It may be the greatest advantage of Internet advertising. Purchasers can be targeted right wither they are, right at the moment when they are considering of making a purchase.

6. Affluent Market- 

Internet medium enables to reach the affluent market of the society.

7. Provides In-depth Information : 

 Commercial websites provide detailed information about products or services to the Internet users seeking information.

8. Reaches Business-to-Business Users : 

The Internet medium can reach to B2B users when they are still at work, not only business related information, but also consumer products advertising while they are working.

 

 Disadvantages of Internet Advertising:

1. Lack Mass-Media Efficiency : 

Internet is not a mass medium as the case of radio and television. Therefore, it may never offer mass media efficiency. 

 2. Slow Downloads : 

The downloading of websites is very slow in many parts of the world, including India. The ads that pop up in between only irritate the Internet users.

3. Problem of Span : 

There is too much of Spam via the e-mail. Therefore, e-mail users do not consider going through even the responsible ads.

 4. Problem of Online Purchases : 

In India, most consumers would like to physically inspect the goods before purchases. That is not possible in online advertising.

 5. Untested Medium : 

There is hardly any research to test the effectiveness of Internet advertising. Therefore, a good number of markets in India do not give much importance to Internet advertising

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ROLE OF ADVERTISING IN MARKETING MIX

                

Marketing mix consist of four important variables of marketing, i.e.

4Ps-Product, Price, Promotion and Place.

Apart from the traditional 4 Ps, there are also other variables, i.e.  

Price, Packaging, Postion, and Pace.

 Advertising is an element of promotion.

1.      Advertising and Product :  A product is normally a set of physical elements, such as quality, shape, size, colour and other features. The product may be of very high quality .At times, the product is so designed that it requires careful handling and operations. Buyers must be informed and educated on the various aspects of the product. This can be effectively done through advertising. Thus, advertising plays the role of information and education.

2.       Advertising and Price : The price is the exchange value of the product. A marketer may bring out a very high quality product with additional features as compared to competitors. Advertising can convince buyers regarding the superiority of the brand and thus its value for money

3.       Advertising and Place : Place refers to physical distribution and the stores where the goods are available.  To facilitate effective distribution and expansion of market, advertising is of great significance. Thus advertising do help in effective distribution and market expansion.

4.       Advertising and Promotion : Promotion consists of advertising, publicity, personal selling and sales promotion technique. Advertising can play a significant role to put forward the claim of seller, and to counter the claims of competitor also help to develop brand image and brand loyalty.

5.       Advertising and Pace : Pace refers to the speed in marketing decisions and actions. It involves among other things the launch of new products or brand variations at greater speed than before. As and when new brands are launched, advertising plays an important role of informing, educating and persuading the customers to buy the product.

6.       Advertising and Packaging : The main purpose of packaging is protection of the product during transit, and preservation of quality and quantity. Nowadays, marketers take lot of efforts to develop and design attractive packages as they carry advertising value. It also carries an assurance of quality and creates confidence in the minds of customers to buy the product.

7.      Advertising and Positioning : Product positioning aims at creating and maintaining a distinct image of the brands in the minds of the customers. Through advertising the marketer can convey the positioning of the brand and accordingly can influence the buying decision of the target audience. 

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What Is Conspiracy Theory Addiction?

 

A conspiracy theory can be defined as the belief that a secret-but-influential organization or individual is responsible for a circumstance or event. People often think that these beliefs are rare or sometimes absurd.

A lot of conspiracy theories relate to politics. That 9/11 was orchestrated by the US government so it could start wars in the Middle East. That powerful groups like the Illuminati are pulling the strings behind the scenes, plotting to establish a New World Order. Or that the new coronavirus is a bio-weapon engineered by the China.

The three basic assumptions are 

1. first, that nothing happens by accident. The idea that in history, there are no coincidences, no cock-ups. 
2. The second idea is that nothing is as it seems. The suggestion that you need to look beneath the surface to detect the actions and  the intentions of the evil conspirators. 
3. And the third idea is that everything is connected.

A study found that about 50% of Americans believe in at least one conspiracy theory. Conspiracy theories come in all forms, but most theories involve political and social events.

 Some examples include the belief that certain celebrities are controversial topics such as the belief that a small group of people are planning to overthrow the government.

With the increased popularity of conspiracies and exposure to information, it is possible to harm one’s mental health and relationships .

Conspiracy theory addiction is a behavioral addiction  has been linked to having more negative attitudes. Rather than helping one cope with their negative feelings, the belief in conspiracy theories can create a cycle of distrust and disempowerment. As a person encounters different sources, it is important to be able to analyze the information and distinguish between false theories and real threats.

People who strongly believe in conspiracy theories and become addicted may experience some of the following:

• Anxiety or fear for no particular reason.
• A perceived loss of control.
• A need to make sense of complex topics or unrelated events, even with little or no topical knowledge.
• Low self-esteem.
• A strong urge to make connections between a series of unrelated events or behaviors.
• A belief in paranormal explanations for scientific phenomenon.
• A sense of not belonging or isolation.
• A great alienation, disengagement, or disaffection from society

If the presence of the above feelings and behaviors significantly impacts a person’s ability to function in their daily lives, that person may have a conspiracy theory addiction.

Why Do People Believe in Conspiracy Theories?

Researchers have studied the different reasons why people believe in conspiracy theories, and many of the explanations include the following factors:

• A need for understanding and consistency.
• A need for control.
• A need to belong or feel special.

NEED FOR UNDERSTANDING

When a person experiences distress over uncertainty or witnesses a large-scale event, the mind will start to look for explanations that connect the dots. Those with lower analytical abilities and less tolerance for uncertainty are more likely to believe a conspiracy theory. This is because conspiracy theories can often provide explanations for events that seem confusing or frightening, and believers can assume that they are being intentionally deceived. People are also naturally inclined to search for information that confirms their existing beliefs; this is known as CONFIRMATION BIAS.

The ability to easily share and spread information over the internet has increased belief in certain conspiracy theories. Someone with a conspiracy theory addiction may seek out information to support something they already think is true, rather than seek out new information or challenge their beliefs. A need for understanding and consistency can lead to addictive behaviors such as spending excessive time on the internet and ignoring relationships and responsibilities.

Need For Control

Conspiracy theory addiction can also be caused by the need to feel safe and in control. When the human mind feels threatened, identifying what is causing the danger can be a way to cope with anxiety.

1.     One study found that people are more likely to believe in conspiracies if they are feeling anxious.

2.     Another study found that people who feel psychologically and/or sociopolitically disempowered are more likely to believe in conspiracy theories.

                3.     People who have a conspiracy theory addiction may be drawn to the theories as a way of making sense of the world and feeling more in control.

4.     The long-term effects of conspiracy theory addiction may leave people feeling more disempowered and anxious than before.

Defense mechanism,

Conspiracy theory addiction can also form as a defense mechanism, especially in those who feel alienation and disaffection from society. Typically those with a strong belief in conspiracies have a distrust in authority, lower self-esteem, lower levels of interpersonal trust, and feel that they are the “heroes” in the story — while those who are conspiring against them are the “enemy.”

As modern society becomes more complex and information is more easily spread, some people feel left behind in trying to keep up. When a person feels disadvantaged, they will often find ways to boost their own self-perceptions.

RISKS

Conspiracy theory addiction can have long-term negative effects on an individual. In fact, some studies have shown that believing in conspiracies can reinforce feelings of confusion, isolation, and loneliness.

Conspiracy theory addiction not only causes a cycle of distrust, but it discourages people from participating in their social worlds.

https://www.addictioncenter.com/drugs/conspiracy-theory-addiction/

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Feminist Film Theory

Indian cinema has undergone major changes. The Indian film industry is the largest in the world. It produces over 1000 films each year in more than twenty languages. In contrast Hollywood produces less than 400 films per year. In Indian film industry women have played very significant role in bringing success to individual films. Women in Indian film industry have established some magnificent records. The progression of Women’s Influences to the World of Drama, Comedy,   Films and Movies.

Feminism is a social movement which has had an enormous impact on film theory and criticism. Cinema is taken by feminists to be a cultural practice representing myths about women and femininity, as well as about men and masculinity.

Feminist Film Theory

Feminist Film Theory, generally arises from feminist politics and theories governed by the second wave feminism. It is on the how the public scrutinizes how women delivers the attitudes, scenarios, and characters given to them to portray in a particular film or cinema screens. Theoretical approaches were developed to critically discuss the sign and image of woman in film as well as open up issues of female spectatorship.

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Theory Of Planned Behavior/ Reasoned Action

 

Theory Of Planned Behavior/ Reasoned Action Ajzen and Fishbein formulated in 1980 the theory of reasoned action (TRA) after trying to estimate the discrepancy between attitude and behavior. The theory was called the theory of planned behavior (TpB). The theory of planned behavior is a theory which predicts deliberate behavior, because behavior can be deliberative and planned.

 

Core Assumptions and Statements:  Theory of Reasoned Action suggests that a person's behavior is determined by his/her intention to perform the behavior and that this intention is, in turn, a function of his/her attitude toward the behavior and his/her subjective norm. The best predictor of behavior is intention. 

Intention is the cognitive representation of a person's readiness to perform a given behavior, and it is considered to be the immediate antecedent (முன் நிகழ்ந்ததும் அதன் மீது தாக்கத்தை ஏற்படுத்தியிருக்கக் கூடியதுமான ஒன்று; )of behavior.

 

 This intention is determined by three things:

1. 1   their attitude toward the specific behavior,
2. 2.   their subjective norms and
3. 3.   their perceived behavioral control.

 

In addition to measuring attitudes toward the behavior, we also need to measure people’s

• subjective norms –
• their beliefs about how people they care about
• will view the behavior 

 

To predict someone’s intentions, knowing these beliefs can be as important as knowing the person’s attitudes. Finally, perceived behavioral control influences intentions. Perceived behavioral control refers to people's perceptions of their ability to perform a given behavior. These predictors lead to intention.

Favorite Methods Ajzen provides fairly clear instructions for designing theory of planned behavior questionnaires on his website.

 

Ajzen uses a questionnaire to define the elements of behavior and uses direct observation or self-reports later on. This theory is also used in evaluation studies.

Other usages of the model include:

• voting behavior,
• disease prevention behavior,
• birth control behavior (Jaccard & Davidson, 1972),
• consumption prediction.
•  

Example Examples of items which can be researched with the theory of planned behavior are whether to wear a seat belt.

Favorite Methods Ajzen provides fairly clear instructions for designing theory of planned behavior questionnaires on his website.

 

Ajzen uses a questionnaire to define the elements of behavior and uses direct observation or self-reports later on. This theory is also used in evaluation studies.

Other usages of the model include:

voting behavior,

disease prevention behavior,

birth control behavior (Jaccard & Davidson, 1972),

consumption prediction.

 

Example Examples of items which can be researched with the theory of planned behavior are whether to wear a seat belt.

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