Molding the Audience: On the Genesis of Effect in Audiovisual Discourse
Abstract
The following paper explores the first Soviet essays aimed at researching the role of "effect" in audiovisual discourse, relating them in turn to the main schools of thought of the time. The aim of this research is to return to the sources of audiovisual rhetoric - one of the most effective and persuasive discursive techniques of contemporary culture - to elliptically identify its reminiscences in current cinema and TV discourses. Following this line of work, we analyze, among others, the first ideas of Pudovkin (2006), Kuleshov (1974) and Eisenstein (2010a) on the subject, focusing on the notions of «attraction» and «effect» that, in our opinion, remain transformed in the audiovisual discourses of today.
Authors who publish with this journal agree to the following terms:
a) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. Read more at http://creativecommons.org/licenses/by-nc-sa/4.0.
b) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
c) IJFMA is run and subsidised by the Film and Media Arts Department of Universidade Lusófona de Humanidades e Tecnologias, Lisbon, Portugal. Authors are not requested submission or processing fees. Under open access politics, articles are fully available upon publication. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
