Properties: Taxonomy, Culture, Thematicity, Performance, Technology

Abstract

This chapter focuses on the “P” of the model: the “properties”—taxonomy, culture, thematicity, performance and technology. “Taxonomy” (Sect. 5.1) is the expression used to discuss media, formats and genres, as introduced in Chapter I. The case study is the western cinematographic genre as a whole (Sect. 5.1). “Culture“ (Sect. 5.2) is here meant as an umbrella term for various social, political and cultural processes. The case study is the rhetoric and stereotypical forms of representation of vegans and vegetarians in movies and TV series (Sect. 5.2.1). “Thematicity” (Sect. 5.3) is an expression that covers themes, values and archetypes. The case study is the audiovisual representation of the city of Marseille , with a particular focus on the movie Borsalino (Sect. 5.3.1). “Performance” (Sect. 5.4) applies here to any form of execution of any audiovisual task in accordance with a more or less defined plan, The case consists of three Beatles’ music videos: “I Feel Fine ”, “Penny Lane ” and “Strawberry Fields Forever ” (Sect. 5.4.1). Finally, “technology” (Sect. 5.5) covers all the various tools, devices and platforms employed in audiovisual creative communication. The case study in the notion of “screen” (Sect. 5.5.1).