MEST1 Mock Sec A LR: Audiences

The short film is indubitably designed to appeal to a mass British audience. This is created effectively with the intended stimulation of emotions as the narrative of the media text serves to evoke empathy from viewers. The equilibrium provokes audiences to feel appreciative of the joyful atmosphere portrayed, whereas the disequilibrium induces calamity to make the audience feel sympathetic as a result of the poignant feel of the short film. Effective;y, personal identity is formed with the characterised family, as a majority of viewers will rejoice in family bonding and be allured by the stereotypical representation of family values, thus becoming connected to the film emotionally.

Moreover, a British audience will be drawn by the shorthand stereotypes of the typical British/white family, and therefore be more inclined to fulfill the personal identity gratification derived from familiarisation with this media text. This resultantly creates a mass audience appeal and even more so due to the fact that there is no dialogue nor a language-specific focus to the communicated message. Alternatively, gestures, facial expressions and body language is used as the platform of communication to consequently widen the targeted appeal to a global extent.

Additionally, the film is also credible for its brevity and can therefore be positioned on video-sharing/social networking sites. This allows for a mass audience coverage, particularly in Britain due to the relentlessly excessive use of social media among the majority of the population. This film is also crafted for its impact on audiences of any age as even the child has a pivotal role in the disequilibrium of the narrative, thus indicating relevance to a wider audience classification.

MEST1: June 2011 (Q2)

"Our enjoyment of media products is influenced by the platforms we use to access them." How far is this true of your cross-media study? 

It is irrefutable to acknowledge that developers and distributors of media products (particularly films) tailor the media platforms used to deliver content to the audiences with the intention of providing enjoyment. One of the films covered in this case study is Ill Manors, a 2012 low-budget social realist film by debut director/rapper/singer Plan B. This is alongside Skyfall(...)

Ill Manors 

Print 

- GQ Mag (targets fashion enthusiasts, aspirers psychographic profile, image conscious, plan b persona) 

- Posters/billboards (mass exposure, brand image gritty urban, strugglers, iconography, synergy) 

Broadcast 

- film genre and context 

- music video (political, urban, setting, synergy w/ Ill Manors brand 

E-media 

- sbtv niche audience (nonchalant, lowbrow, DE demographic) 

- music video (further insight into film and narrative, broadcast emedia) 

- TEDx lecture (reformers, resigned, explorers - background info to plan b brand and film, intellectual engagement) 

AFIE 

- Accessible on all platforms (simultaneous release, experience selection) 

- credited by MediaMagazine 

Skyfall 

- direct interaction Cocacola advert and activity 

Emedia - Adele (Twitter) (two step) 

Broadcast/emedia - Music video - Skyfall (Adele) 

Belle 

- Print: multiple interpretations to be drawn from differing designs 

- Broadcast: Film (social controversy and racial issues) 

- E-media: Amma Asante interview and Oprah Winfrey reference 

Independent case study: peer assessment

1. Name of student whose blog you are assessing: Kirath
2. Name of film they have researched: Skyfall
3. Have they covered all three platforms? Yes
4. Examples they have provided from print platform: Posters and billboards
5. Examples they have provided from broadcast platform: Film trailer and promotional advert 
6. Examples they have provided from e-media platform: Twitter and Facebook 
7. What institutional information did they find out about the film? Distributor info, box office success, age certificate
8. What issues did they find in terms of representation in the film they studied? Comparison to ill Manors, values/ideologies and British representation of James Bond
9. What links or comparisons can you find between this case study and Ill Manors? Positively critically acclaimed British films which differ in representative focus (groups)
10. Is there anything you can learn from this case study? What could you add to your own case study after looking at someone else's work? Further research film trailers, finding alternative subsequently released trailers from the official release one.

MEST1 SecB Practice

Consider how imaginative techniques are used by media products from your cross-media study to attract and maintain audiences. Support your answer with reference to a range of examples from three media platforms. [32 marks]

ill Manors 
- E-media: TagLondon campaign, innovative, use of tech, social media
- Print: use of flyers and posters for music events, synergy w/ film 
- Print: Posters, textual analysis of conventions, synergy, brand image, contextual relevance to film and Ben Drew image 
- Print: GQ Magazine, fashion, different audience targeted 
- Broadcast: music video, featuring stars, similarities/synergy w film and campaign overall
- E-media: social media engagement on twitter and facebook 
AFIE 
- Print: synergy w/film, arthouse styled film 
- Distribution of film on all platforms (Bc, VOD, theatre)
- Print: MediaMagazine article
- E-media: publicity for upcoming release and distribution (@rookfilms n @mrwheatley) 
Belle 
- Print: two different poster styles, differing contexts of film, targeting separate audiences (historic romance/drama) 
- Broadcast: trailer, historic/drama conventions
- E-media: interview w/ Amma Asante and Gugu Mbatha Raw (<3) 
- E-media: reference by Oprah Winfrey 

MEST1 practice

Institutions 

One of the ways in which the Habbo Hotel news story fits into Channel 4's public service broadcasting remit is the portrayed adherence to provide investigative journalism. This is conveyed by the set design exhibited by the shots of the presenter in the studio. The display of digital screens and lights alongside other studio technological equipment provides the news broadcast with authenticity as it seems that nothing has to be concealed, thus implying the news presented to the audience is reliable due to the transparency of the news production process as well as due to the high technology Channel 4 utilise to provide quality news. This is important to Channel 4 as their core base is in news a they've been running since the channel began in 1982. Collectively, these factors regard Channel 4 as well as presenter John Snow with credibility for being proficient in news provision, 

This particular broadcast also consists of controversy which is parallel with C4's brand image. This is because the presenter advocates that the broadcasted report contains "sexually explicit and inappropriate content", which is also shown pre-watershed at 7PM. This decision would create disputation with regulators OfCom and thus be controversial. The actual report is one which BBC would refuse to air, a fact which compliments Channel 4 for being innovative and proudly different. The channel also exhibits their trait for experimentation in the clip as Snow states that the upcoming report is presenting a man posing as an 11 year old girl in order to test the issue, an approach which validates their news and also makes for unorthodox viewing which is different and innovative. 

It is further noteworthy to state that Channel 4 are ingratiating themselves to their targeted British audience by presenting the situation as severe and dramatic, making it concerning for the nation by clearly claiming that the issues are taking place 'here in Britain' and additionally drawing attention to parents to raise concerns. These points compiled would present Channel 4 as socially conscious, to glamourise their brand image as a public service broadcaster.

MEST1 Section B: Independent case study

Case study research tasks

The basics
1) What is the name of the film, the director and notable stars?

Belle directed by Amma Asante and starring Gugu Mbatha-Raw & Matthew Goode.

2) When was it released?
2013.

3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre?
A drama (social realism) - consists of real life situations with realistic characters a part of a storyline designed to move the audience emotionally.

4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?

Received positive reception - rated 7.4/10 (IMDB) and 83% (Rotten Tomatoes) 

Broadcast
1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.

http://www.imdb.com/video/imdb/vi2062854169?ref_=ttvi_vi_imdb_12
The trailer exposes with piano music and a second long shot of a slave-ship of the 17th century, interjected between rapidly edited critic reviews and an animation screen for the institution 'FOX Searchlight'. This proceeds with the exhibition of a man who seems to be one of the characters, dressed in clothing of the era which establishes the genre of a historical drama. A black screen with the text 'Based on a true story' follows the proceeding scenes which pose ideologies of discrimination against Africans, faced by the biracial girl who the audience develops empathy for, who is coincidentally the lead character 'Dido', characterised before the disequilibrium of the narrative is implemented. This is a representation of the ignorant attitudes of racists before what we may consider now as a progressively post-racial society, an alternative but socially realistic representation of England as it was in the past. For a dramatic effect on the audience, sound is manipulated to halt the non-diegetic soundtrack when dialogue is particularly significant and this is supported with the range of long shots to familiarise the audience with the genre-relevant setting of the English mansion and close-ups to develop empathy with the protagonist. This precedes the upcoming rapid cuts of dialogue-centric scenes which influence the narrative of the film, concluding the trailer with a peak of the piano non-diegetic music as the stars of the film are revealed as is the name of the film 'Belle'.

2) Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.

- These allow the audience to interact with the actress as well as the director behind the scenes, developing the personal relationship aspect proposed by Blumer & Katz's Uses and Gratifications theory. Therefore this will encourage audiences to watch it.




3) Does the broadcast promotion use stars to create interest in the film?
The broadcast platform does use stars, regardless of their lack of experience and establishment in the film industry but the context of the film allows them to express their personal socio-political views to generate interest and debate about the film.

Print
1) Read at least THREE reviews of the film and provide a quote from each one.
"Belle is a beautiful period piece, but it's also something more: a study of racism, classism and sexism in 18th-century England." - Metacritic
" Belle dresses its entryist agendas in the fashionable finery of a multiplex crowd-pleaser" - The Guardian 
"This is a feelgood movie in which we know that the most principled characters will triumph (or, at least, marry happily). The screenplay ends abruptly and leaves it to the intertitles to explain what happened to the characters whose plot lines it doesn't have time or inclination to pursue." - The Independent 

2) Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images and post them to your blog along with an explanation of how these promote the film.

These posters/billboard adverts promote the film with a basic insight into the film genre, personally I think the second one takes a more sophisticated and better approach of branding the film. The inclusion of the release date and the film critic reviews and honourific award label supports this premium representation of the film. 

3) Choose ONE print advert and write a textual analysis of what it communicates to the audience.

The central image provides familiarisation with the protagonist of the film's storyline, based in the setting of an English 17th century mansion which is supported by the setting's props and the actress's costume, hair and make-up. The fonts used support the authentic pre-modern feel the film intends to convey. The film award communicates prestige to the film as a production and the release date generates anticipation as a result. 

4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?
The brand's visuals provide the film with a prestigious feel similar to 12 Years a Slave, another social-realism film on the basis of race. The brand connotes a look which suggests the film is intellectually engaging and the fact it is 'based on the inspiring true story' brands the film with higher importance and seriousness. 


E-media
1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?
https://twitter.com/foxsearchlight
https://facebook.com/bellethemovie
https://instagram.com/foxsearchlight
The film's social media presence provides coverage to a larger audience than it would without its absence because of the flexibility, availability and digital sophistication that comes with the interactive features helping to promote the film directly to the audience.

2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?
http://www.belle-themovie.com/#/story/synopsis - uses the film's brand in regards to holding synergy of the visuals presented in the other platforms across the film's promotional campaign. This includes the landmark central image of the lead actress as well as the simplicity of the fonts used. 

3) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers?

Audience
1) Who is the target audience for this film? Demographics and psychographics.

This film is targeted mostly at a female audience than men because of its romantic sub-plot and arguably because the lead role is played by a woman. The film is likely to appeal more to a sophisticated audience so may range primarily in the ABC1 classification. Considering it racially-centric context, the film may be targeted mainly at those of an African background. Psychographic groups of reformers and explorers will be targeted by this film because of its socio-political nature and exploration of social revolutionism.

2) How does the cross-media promotional campaign target this audience?
The cross-media promotional campaign targets the audience by effectively combining the personalities of the lead actress, one of the actors and the director's with the moral message the film text intends to convey.

3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.
The film provides the audience with enlightenment about the historical context of the racial issues discussed as well as entertainment via its emotionally gripping storyline. 

4) What similar films would the target audience enjoy? Justify your suggestions.
12 Years a Slave and Selma are also films with social realism so are bound to appeal to the target audience of Belle as they will be intrigued just as well but in a different way due to Belle's inclusion of romance. 


Institution
1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?
Pinewood Studios - produced Sixteen, Harry Potter, James Bond. They are versatile with their target audiences and type of film.

 2) Which company distributed the film in the UK? What other films have they distributed?

• Fox Searchlight Pictures (2013) (UK) (theatrical) - also distributed: The Grand Budapest Hotel and 12 Years a Slave 
• 
  

3) Do they have a track record with this kind of film and this target audience?
A lot of their distributed films happen to be intellectually engaging with narratives of social realism however they do not appeal to a target audience.

4)What was the budget for the film?
 $10,900,000 (estimated)

5) How successful was the film financially? Why do you think this was?
The film didn't make a Box Office profit, making it financially unsuccessful, reason being assuming that the film appeals to a niche audience and not a mass audience to be able to gain enough coverage and viewing sales.

6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
Belle proved to be more successful in the USA than everywhere else worldwide, this may be due to the plenitude of screens at which Belle was available to a USA audience in comparison to elsewhere. 

7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
The film was given a 12A which is suitable for targeting a younger audience too, exposing them to social realism and socio-political controversies concerning the modern era. 



Representation
1) What representations of people, places or groups can be found in this film?
People of a White/Caucasian background tend to be presented as mostly racist to coloured people, this being the social norm of acceptance in this racially conscious society presented of 18th century England. The representation of a Navy admiral's family mansion in 18th century England is stereotypical to what would be expected of British aristocrats. 

2) What representation of ‘Britishness’ does the film contain?
The representation of the British aristocracy coincides with stereotypes of a snobbishly lavish lifestyle, but nonetheless it is indubitably distinguishable as a British film. 

3) How does the representation of Britain differ to Ill Manors? 
It is evidently inclined to differ, considering the discrepancies among the two films being of the time/era, groups, and particular place represented. Belle represents a pre-modern undeveloped social representation based on race and prejudice whereas Ill Manors touches on multiple aspects such as class, location of upbringing and political influence. 

4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.) 
The ideologies are presented in a way to criticise Britain before the pre-modernist movements which (attempted to, and yet attempt to) grant racial equality. These include ideologies of hierarchy, patriarchy, racial superiority and class-consciousness. 


Case study comparison
1) What similarities and differences can you find between Ill Manors, A Field In England and Belle? List all that apply.
- Ill Manors and A Field In England are low-budget films whereas Belle had a relatively higher budget. 
- AFIE evidently had the anomalous method of release date distribution by making it available on all platforms upon release, differing from the orthodox approach adopted by Ill Manors and Belle. 
- IM and AFIE heavily exploited social media in order to gain mass coverage whereas Belle was relatively low-key on the internet's part of promotion. 
- IM and Belle are social realism films whereas AFIE is more of a dramatic horror based on a much more specific narrative. 
- AFIE is an arthouse film, whereas Belle and ill Manors are lower classification (non-blockbusters yet not necessarily high-concept) social realism films. 

MEST1 Section A PPE - Learner Response

"LR - Improve handwriting seriously! I'm worried you may lose marks otherwise. Rewrite Q3&4 under timed conditions, improving presentation"