This poster for Casino Royale, Daniel Craig’s first film as James Bond, creates enigma to ‘hook’ the audience. Tzvetan Todorov was a Bulgarian theorist who studied classic fairy tales and folk stories. His theory of narrative states that the following stages will occur: • Equilibrium: At the beginning, everything is calm and balanced; there is no conflict. • Disruption: An event or problem occurs to upset the balance. • Recognition: The characters realise that there is a problem. • Resolution: The problem is solved. • New equilibrium: Everything returns to a state of balance. Some media products, however, adopt a different approach to narrative. A non-linear narrative might begin part-way through a story or even at the end and then explore earlier events. Flashbacks or flashforwards might be used to help structure the narrative. This allows producers to hold information back from the audience, which might be revealed later on, and this can create intrigue and suspense. Crime dramas often begin with a murder and then work backwards to reveal information about why and by whom the murder was committed. Many products, even those with linear narrative structures, avoid revealing everything about a character or story at the beginning. Producers might offer some details and drop hints about what is to come, but leave some elements of mystery to keep the audience guessing. This is an example of an enigma code, a narrative code outlined by French literary theorist Roland Barthes. It engages the audience and encourages them to actively participate by trying to solve the ‘puzzles’ in the narrative. A film poster is likely to use enigmas to ‘hook’ the audience in and encourage them to look out for the trailers and watch the film. Many fairy tales have a clear linear narrative. Think of a television programme that follows Todorov’s narrative structure. Quickfire 1.3 Equilibrium A situation where everything is calm and settled; there is no conflict. Resolution When problems or disruptions are solved, or conflicts have been settled. Non-linear narrative A narrative where the events do not happen in chronological order. Flashback A scene where the narrative jumps back in time to show a past event. Flashforward A scene where the narrative jumps forwards in time to show a future event. Enigma code A mystery or puzzle. Media products often don’t tell all elements of the narrative at once, but withhold information to keep the audience guessing. Engage Keep an audience’s interest and involvement and, potentially, gain their loyalty. (A television drama series will try to engage the audience in the narrative and ensure that they watch every episode.) Key Terms 1 The Media Studies Theoretical Framework Look at a range of film posters, for example on IMDB. Identify the enigma codes used to entice the audience. Stretch and Challenge 1.4 21
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