Coming to Terms with Scholes's Essay 'On Reading a VideoText'

Paragraphs 6 & 7
Group Members Samantha, Lauren, & Rebecca

[1]
One of the key terms that Scholes used was '...an archetypal narrative that has been adjusted for maximum effect within a particular political and social context...' This refers to the thought that all video texts have been pieced together a certain way. The context is set in to a standard where it has an opion or stament that is made to persuade people. That's when the next phrase we found that was important was '...a national beer for the national pastime." Thinking about how this fits into the paper is, how the people who made the beer comerical want people to understand that the beer, is enjoyed by those who play baseball and that, so if you like baseball you need to drink the beer.

[4]
The central idea the group found was that video texts are there to make a statement. Who ever made this comercial, like amny others wanted to viewer to buy the beer. They used conections from most people lives. The Ump, who was caught between a rock and a hard place, like most people. And then there was the happy ending. Most people like stories with a happy ending, which is like fairytales we've heard before. The main thin that the author wants us to understand is how videotexts can be used to influence the viewer.