1) Do you agree with Stewart's point regarding self-determination of audiences? Consider your own media consumption habits and the research you conducted regarding UK cinema audiences using the BFI Statistical Yearbook.
It is important when it comes to cultural and social fads in people because that does determine the size of audiences for films. I will go see a film if it fits my own personal criteria and if its linked to either Marvel or DC I will want to see it. Fantasy as it is my favourite genre, I am more likely to see those type of films. So regarding Stewart's suggestion, I think the popularity of the film depends on if that genre is popular at the time, for example the vampire stage with twilight, true blood, vampire diaries etc.
2) Hall's idea about audience positioning identifies three ways that audiences can respond to texts. Using your three case studies, identify a preferred, negotiated and oppositional reading and explain your own reasons for each case study.
I do agree with the idea that audience members can interpret different meanings from a film or TV program, especially in soap operas. I will watch a soap and hate certain characters but still watch it because I like it (Negotiated Readings). When it comes to film some people won't watch a film because of certain actors but they might go to see it because of the director. For example I won't go see a film with Kirsten Stewart in it because Twilight was so awful and she can't act (oppositional).
Case Studies
Life of Pi - I would be reluctant to watch it because the story line seems too simple and boring, and I feel the only reason it was made was to work on visual effects. (Oppositional)
Avengers - This would be preferred because I love the Avenger films such as Captain America, Iron Man and so on. This is the first 'big' film in the Marvel franchise.
Hobbit - At first I had negotiated readings towards the Hobbit, because I hadn't seen Lord of the Rings, but then once viewing it my reading changed to Preferred.
3) a) How can gender effect how you respond to a text?
Females prefer story line with more of a narrative then full blown action. Females will care for more of a narrative involving relationships and things related to current affairs. Males on the other had are expected to focus more on the action side, this was evident in the BFI Stats when the film males mostly watched in 2011 were films like Captain America and Die Hard.
b) Why would you choose to go to the cinema as opposed to watching a film at home?
I like to go to the cinema to get out of the house and go out with friends to socialise. It is also a opportunity to see a film before it comes out on DVD, and to feel the cinema experience. The cinema experience of the Hobbit was amazing, because it was so dark and on a big screen. It was more effective then if you watched it on your TV at home.
c) Can you think of a text where you gained 'cultural knowledge' which shaped your expectations? Was that part of the reason why you chose and enjoyed that text?
I think generally in TV shows where the places are based and set in well known areas does set up what you think it must be like, usually they are correct but it can also be misleading. I can't think of a text which has had that effect on me.
4) How do converged websites apply to Gauntlett's idea of a 'pick and mix' audience?
Convergences allows the audience to connect with the film in more than one way. It boosts their awareness and in turn increases their fan base. Audiences may be aware of these convergences and search for them in particular.
5) To what extent do you believe in the effects model and the uses and gratifications model?
I do agree that the cinema audience is more active then passive, because if you go see a film and decided you didn't like it you would then tell your friends that is was awful and if it was pure rubbish then possible complaints would be put forward and vice-versa, but this seems more common in TV programs. As we develop as a country we rely on technology and use media more everyday. If you consider the pick and mix idea and convergences, as well as giving a film more publicity and overall awareness, if it was the reverse then their could be devastating effects. People are more in control of the media then the media is in control of them.
6) Mcquail believes audiences use texts for four different reasons. Can you identify these features in the marketing materials from your case studies?
1) Entertainment and diversion - To escape the pressures of everyday life films are put onto screen in cinemas for people to escape from their normal routine and to enjoy themselves. Premiers of the film which marketeers publicise and screen on TV allow people to take time out and enjoy something they are interested in or would like to watch. One explain is the Hobbit Premier live stream from New Zealand. The live stream was available on the Internet and people all over the world to access it.
2) Personal relationships - With all films there is always a chance to talk about it with another whether its a positive or negative response to it. The online convergences such as twitter skins, facebook covers and the interactive activities can be shared around between friends and it will occasionally be used in social interaction, for example James Bond. Also going to the cinema to see the film with friends is the biggest form of social interaction and having a social life.
3) Personal Identity - Sticking with James Bond, people can imagine what their life would be like if they were a secret agent for the British Secret Service. Children who are influenced by James bond then fantasise about being a spy when they are older. It also links in with No. 4.This is the same with the Avengers, people like the idea of having superpowers even if they aren't aware of the avengers. The idea to people to be different in a supernatural way is incredibly cool. Who wouldn't want to be Iron Man or at least have some aspect of his life?
4) Information/education - Every film has some sort of connection to the big wide world because the creators had some influence from current events. In life of Pi, it is clearly evident that they show the improvements in special effects and technology. James Bond on the other hand gives you an idea of what it is like to be part of the government and how the British government works.
7) What is the audience fragmentation? How has it changed the composition of audiences and the texts that are available to them? Has the Internet influenced this in anyway?
Audience fragmentation is a phrase which focuses on the way people engage with media, and it shows how the idea of audience in the digital ears is changing. It relates to convergence, user-created content and social networking which have transformed. This causes a problem because if more people are likely to see trailers online then on TV, so it questions "what is the point in having a advert which hardly anyone will see, if they see it online?" It challenges whether is it worth paying money for it to be on TV when little will see it compared to the online population. Less of their target audience will be watching. However it is causing smaller groups to come together. There are less big-budget, blockbusters now and more films are aimed at promoting a 'cult' audience.
8) What is the 'push' and 'pull' media? How has the Internet shaped audience behaviour in relation to 'pull' media?
Push Media - where producers push films at the audience and we receive and consume passively
Pull Media - where the audience decide what they want to do with the media and access it in the way that suits them. Regarding pull media, the Internet has gotten a vast amount of illegal downloading which is now being automatically removed from Youtube and more people are now taking action. The idea of pull media and the growth of it makes people consider going down this road because the decide when they want it and how they get it. The Internet is growing with new technology and systems which widen the different types of programs and software you can download and purchase. Internet helps people be more aggressive with pull media.
Tuesday 26 February 2013
Sunday 24 February 2013
Comment on the technical features in the opening of Anna Karenina?
In the opening of Anna Karenina it plays dated style music which sets the century of what the film may be dated in which is the 1700's. It also has the house style the typical Russian music. So already we know the story is based in Russia and is a period piece. The opening action shots are played out like a theatre production, with different rooms being changed by a simple change of background. This can be interpreted in two ways, the story line is focused around theatre or it relates it the fact it was a book which then turned into a play and is now a film, but it is the latter.
As the opening progresses we are greeted by one of the male characters in the film as he sits down to have a shave. The way he is shaving is displayed is unusual and more theatrical. The barber has a red cloth which he waves around like he is a Spanish bull fighter before skillfully shaving his masters stubble in less than 10 seconds. The shot is close up on the characters face highlighting his interesting features. This could mean he is a master with high stature and importance. This is also shown by his clothing and his high level of tidiness and hygiene. We get the impression the main characters are not paupers but aristocrats.
We are then introduced to Keira Knightley's character who is being dressed by her maid while reading a letter. Their is a extreme close up on her ring as it is fitted to emphasis the fact she is married. Once again she shows a upper class status and a possible link to the previous character. When she is fully dressed she is followed by the camera with a tracking shot and the scenery changes as if it was a play. It follows her suggesting she is the main character and because of her interaction with her husband and son the first part of the plot line is put into place. Her husband is shown as the head of the household which is a dominant
When she says goodbye to her son their shadows are revealing their hiding places which could mean there are secrets yet to come.
As the opening progresses we are greeted by one of the male characters in the film as he sits down to have a shave. The way he is shaving is displayed is unusual and more theatrical. The barber has a red cloth which he waves around like he is a Spanish bull fighter before skillfully shaving his masters stubble in less than 10 seconds. The shot is close up on the characters face highlighting his interesting features. This could mean he is a master with high stature and importance. This is also shown by his clothing and his high level of tidiness and hygiene. We get the impression the main characters are not paupers but aristocrats.
We are then introduced to Keira Knightley's character who is being dressed by her maid while reading a letter. Their is a extreme close up on her ring as it is fitted to emphasis the fact she is married. Once again she shows a upper class status and a possible link to the previous character. When she is fully dressed she is followed by the camera with a tracking shot and the scenery changes as if it was a play. It follows her suggesting she is the main character and because of her interaction with her husband and son the first part of the plot line is put into place. Her husband is shown as the head of the household which is a dominant
When she says goodbye to her son their shadows are revealing their hiding places which could mean there are secrets yet to come.
Wednesday 13 February 2013
Audience Construction: The Avengers
Age:
The certificate for the Avenger is PG-13. The film is aimed at pre-teens upwards. The violence and use of explosions wouldn't be suitable for any children younger as it might scare/disturb them.
Gender:
Stereotypically males would be attracted to the Avengers because it has the concept of superheroes and a lot of action and violence. In the BFI stats says Captain America was male dominant in its audience with 78% being males and 22% being female. As Captain America is part of the Avengers then the audience gender balance will most likely be similar to Captain America statistics.
NRS Social Grade:
The social grade will be similar to that of the hobbit because the Avengers is part of the Marvel comic book series and has a fan base like Lord of the Rings does, except Marvel is science fiction not fantasy. It is expected that the social grade will vary A/B, B/C social grades, because the plot line of the film was formed by individual characters plot line and back story in their previous films. So you really needed to watch the individual films before hand.
Characteristics and Values:
The characteristics of the audience would be have a love for science fiction and the die-hard fans of the Marvel comic books would be definitely go see the film or have those qualities. Not all people would have gotten into the comic books but they would like the superhero concepts and the idea of having superpowers (I am part of that group).
For Merchandise and convergences it is pretty vast. For the Marvel franchise you can get anything on a shirt, mug or little nick-nacks (Captain America USB etc). All these characters are ionic in their own way.
The certificate for the Avenger is PG-13. The film is aimed at pre-teens upwards. The violence and use of explosions wouldn't be suitable for any children younger as it might scare/disturb them.
Gender:
Stereotypically males would be attracted to the Avengers because it has the concept of superheroes and a lot of action and violence. In the BFI stats says Captain America was male dominant in its audience with 78% being males and 22% being female. As Captain America is part of the Avengers then the audience gender balance will most likely be similar to Captain America statistics. NRS Social Grade:
The social grade will be similar to that of the hobbit because the Avengers is part of the Marvel comic book series and has a fan base like Lord of the Rings does, except Marvel is science fiction not fantasy. It is expected that the social grade will vary A/B, B/C social grades, because the plot line of the film was formed by individual characters plot line and back story in their previous films. So you really needed to watch the individual films before hand.
Characteristics and Values:
The characteristics of the audience would be have a love for science fiction and the die-hard fans of the Marvel comic books would be definitely go see the film or have those qualities. Not all people would have gotten into the comic books but they would like the superhero concepts and the idea of having superpowers (I am part of that group).
For Merchandise and convergences it is pretty vast. For the Marvel franchise you can get anything on a shirt, mug or little nick-nacks (Captain America USB etc). All these characters are ionic in their own way.
Audience Construction: Life of Pi
Age:
The certificate of Life of Pi is a PG (parental guidance). From the trailers also the film is more about the visual effects and a nice story line. Life of Pi is a family film, this means the age range is approximately from children to grandparents. Because of the nice, thought out story line it would entice the older generation as well (From BFI stats people in the mid-forties onwards are going to the cinema more often then before).
Gender:
This film is aimed at both male and females. It most likely swings more to the female side because of the colour and beauty of the visual effects, because males tend to dominate films with a lot of action and adventure. Life of Pi is a adventure film, but the type of action isn't the kind that appeals to males.
NRS Social Grade:
To compare Life of Pi to Stats from the BFI year book, Life of Pi would fit into the AB social grade. If I was to go by this, then the DE grade wouldn't find it appealing because it hasn't got a "simple" plot line. The way the social grade is portrayed is incredibly snobby. It could be viewed by those in the DE grade, but because of the quality of the film by BFI standards it would appeal to the AB grade.
Characteristics and Values:
The audience of this film would enjoy and go for the visual effects which have been widely advertised. It would mainly pull in a family crowd and also the more mature section of the population. The visual effects is the main pull in for the audience because all print media advertisement focuses on that aspect.
From the official website it may be a family film, but not for youngsters. The merchandise and different convergences are aimed at young adults and teens. The convergence of the website talks about sharing "message in a bottle", facebook and twitter.
In conclusion Life of Pi is aimed at the AB social grade and is a family film but isn't aimed at little children as much. The film is more about the visual experience then the plot line from the different advertising media.
The certificate of Life of Pi is a PG (parental guidance). From the trailers also the film is more about the visual effects and a nice story line. Life of Pi is a family film, this means the age range is approximately from children to grandparents. Because of the nice, thought out story line it would entice the older generation as well (From BFI stats people in the mid-forties onwards are going to the cinema more often then before). Gender:
This film is aimed at both male and females. It most likely swings more to the female side because of the colour and beauty of the visual effects, because males tend to dominate films with a lot of action and adventure. Life of Pi is a adventure film, but the type of action isn't the kind that appeals to males.
NRS Social Grade:
To compare Life of Pi to Stats from the BFI year book, Life of Pi would fit into the AB social grade. If I was to go by this, then the DE grade wouldn't find it appealing because it hasn't got a "simple" plot line. The way the social grade is portrayed is incredibly snobby. It could be viewed by those in the DE grade, but because of the quality of the film by BFI standards it would appeal to the AB grade.Characteristics and Values:
The audience of this film would enjoy and go for the visual effects which have been widely advertised. It would mainly pull in a family crowd and also the more mature section of the population. The visual effects is the main pull in for the audience because all print media advertisement focuses on that aspect.
From the official website it may be a family film, but not for youngsters. The merchandise and different convergences are aimed at young adults and teens. The convergence of the website talks about sharing "message in a bottle", facebook and twitter.
In conclusion Life of Pi is aimed at the AB social grade and is a family film but isn't aimed at little children as much. The film is more about the visual experience then the plot line from the different advertising media.
Monday 11 February 2013
Representation
Refers to the construction in any medium (especially in the mass media) of aspects of "reality" such as people, places, objects, events, cultural identites and other abstract concepts such representations may be in speech or writing as well as still or moving pictures.
Refers to the processes involved as well as to its products. How they are constructed in the process of production and reception by people whose identites are also differently.
Sunday 10 February 2013
"The Male Gaze"
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| (Laura Mulvery) |
Thursday 7 February 2013
Audience Construction: The Hobbit
1)
The age range would be very wide, because it will appeal to both teenagers and adults. Those who grew up with Lord of the Rings would go see the Hobbit as it is the prequel to the trilogy. Lord of the rings has a massive fan base so the age range is wide. Even those who haven't seen the Lord the Rings might be attracted to it because of certain actors (Martin Freeman). This would pull in young people who might have watched the TV series Sherlock, for example: Me.
Gender:
The Hobbit and Lord of the Rings fan base would be roughly equal in gender. From the content of fighting in the film and the on-going war it and the male dominant case would attract more males than females. Their is no romance in the Hobbit, but the fantasy aspect stereotypically attracts girls (the idea of fairies and elves etc).
NRS Social Grade:
The film social grade for people to see the Hobbit would probably be in the AB, BC social grade. This is because the franchise of the LOTR and The hobbit is so big and well known it has gained status. It would also be in BC social group because for those lower class excessive LOTR, Hobbit fans.
Characteristics and Values:
The audience for the film would be probably huge Lord of the Rings fans, and probably part of the huge fan base it has. The extent of the fan base is huge, with its parodying of epic scenes in other TV shows, fan made trailers and music videos ('Trolling Sauronman'). Once all three Hobbit films are release I expect the fan base to become just as big, giving the audience certain values.
The convergence for the Hobbit has wallpapers, games, videos, gallery and 'Sneak Peak with Peter Jackson'. The variety of things available is huge, along with merchandise (The Hobbit Shop). The merchandise tends to be for both genders and any item of clothing comes in both male and female. The size of the fan base and the popularity of the film and its previous series all do the film justice of getting the right audience and the acknowledgement it deserves.
The Hobbit: An unexpected Journey
Age:The age range would be very wide, because it will appeal to both teenagers and adults. Those who grew up with Lord of the Rings would go see the Hobbit as it is the prequel to the trilogy. Lord of the rings has a massive fan base so the age range is wide. Even those who haven't seen the Lord the Rings might be attracted to it because of certain actors (Martin Freeman). This would pull in young people who might have watched the TV series Sherlock, for example: Me.
Gender:
The Hobbit and Lord of the Rings fan base would be roughly equal in gender. From the content of fighting in the film and the on-going war it and the male dominant case would attract more males than females. Their is no romance in the Hobbit, but the fantasy aspect stereotypically attracts girls (the idea of fairies and elves etc). NRS Social Grade:
The film social grade for people to see the Hobbit would probably be in the AB, BC social grade. This is because the franchise of the LOTR and The hobbit is so big and well known it has gained status. It would also be in BC social group because for those lower class excessive LOTR, Hobbit fans.
Characteristics and Values:
The audience for the film would be probably huge Lord of the Rings fans, and probably part of the huge fan base it has. The extent of the fan base is huge, with its parodying of epic scenes in other TV shows, fan made trailers and music videos ('Trolling Sauronman'). Once all three Hobbit films are release I expect the fan base to become just as big, giving the audience certain values.
Cutting It Swede
Starring Kaley Bickle and Jake Allard
Behind the scene: Abigail Fish, Chloe Ward, Alice Denmark
Wednesday 6 February 2013
BFI - UK Cinema Audiences Stats
Charts taken from BFI 2012 Stats Year Book
The UK cinema audience average has a dip in the 15-24 year old age group and has gone down to approximately 31%, but it is still the largest percentage of the age groups who go to the cinema. There has been a rise in the 45+ age group to 25%, which suggests the older generation are favouring to go out and see a film. 15-24 year olds might have decreased because of the possible rise in ticket prices.
The UK cinema audience average has a dip in the 15-24 year old age group and has gone down to approximately 31%, but it is still the largest percentage of the age groups who go to the cinema. There has been a rise in the 45+ age group to 25%, which suggests the older generation are favouring to go out and see a film. 15-24 year olds might have decreased because of the possible rise in ticket prices. 
The annual film viewing in 2011 showed a worrying percentage for the cinema. Only 3.4% of people view a film in the cinema whereas 77% watch a film on the television. Films on TV are free and considerably cheaper then going to the cinema. When going to the cinema you have to consider travel, tickets and snacks which will stock up a noticeable bill (popcorn costing £3.50-£6). More people are downloading and streaming then going to the cinema. People are staying in the comfort of their own homes to watch films on their laptops or computers. You are able to download films to iTUNES and other programs, but also piracy is a big threat to the cinema and film industry.
Compared to the other modes the cinema size is only 172 million, which is incredibly small and seems insignificant.
Between these films there is a correlation between the film and the different age groups who watch. Teens and adults watch similar style films, as they both watch UK films but in the 15-25 age group they watch more of a variety because there is a wider taste range, unlike 25-35 year olds who become matured and tend to watch the films more suited to their age.
In the higher graded social groups the films tend to be more sophisticated unlike those in DE group. The 'Blockbuster' film tend to be watched by AB groups. This follows with the higher social grade the higher quality of the film.
Tuesday 5 February 2013
Convergences
SKYFALL
On the Skyfall website they advertise several convergences.
The website has drop down boxes giving a list of its nominations which promotes the film even more. The nominations emphasis and teases the audience who haven't seen it that it is incredibly good.
There is also a gallery of clips from the film and also behind the scenes showing the actors working. Videos are also available from the film - showing some of the best scenes from the film.
To pull in and increase the fan base the use of the mosaic extra feature is very effective. Fans of the film post in their picture profile and is then embedded into a mosaic of James Bond. This increases respect from Fans, because the film and the fans have a had a closer connection.
Social networking sites have become a huge part of the population and by sharing on Facebook, Twitter and Google + the awareness and publicity of the film will grow increasing its fan base. When people like pages on facebook that will then be shared with their friends and it will create a chain reaction. It is a form of free marketing and publicity, which the film can use to its advantage.
Downloads are available for people, wallpapers are more personal whereas facebook cover photos and twitter skins is another sneaky attempt at free awareness and publicity. Facebook only reaches out to family and friends, but Twitter reaches out to strangers (your followers). People can then re-tweet what you've said creating another social network chain.
Sponsors and partnerships are advertised in one drop down box. This allows people to see who has a partnership with Skyfall, but also another form of publicity. Skyfall has so many partners to get more money, the hyperlink to Click Here For More is a attempt but the partners to get people to come to them and buy their product. It is probably likely that as part of their contract they had to give the partners publicity (a mention) to get money from them. Within the film their was a lot of product placement
Rise of the Guardians
The opening of the website is very animated with different sections for the characters. When you click on a character it takes you to their own individual page which is personalised to their character. For example if you click on the Easter Bunny it will take you to its warren. This is one feature on the website, it is aimed at children because of its focus on the characters unlike the Skyfall convergence.
The download options has a wider range in Rise of the Guardians. As well as the wallpapers, Twitter Skins and face book profile and time line photos they have signatures, create and print. These extra features are aimed at children with games such as connect the dots and colouring in pages, as well as 3D pictures. The social network custom downloads once again gives the film free publicity and more marketing options. It is clear social network sites are key to film marketing success.
There are several games for people to play on the website. This allows fans to interact with the characters as well as just watching them on the screen and have some fun. The simplicity of the games suggests it is aimed at children, but also I can see teenagers playing them. The different convergences help attract more children especially with these activities.
Also mobile options are available with apps. With our increase in dependence on technology such as the iphone. It is highly likely children the games for example when in the car or in a queue on their parents phone. This also expands and increase business for Apple App makers.
On the Skyfall website they advertise several convergences.
The website has drop down boxes giving a list of its nominations which promotes the film even more. The nominations emphasis and teases the audience who haven't seen it that it is incredibly good.
There is also a gallery of clips from the film and also behind the scenes showing the actors working. Videos are also available from the film - showing some of the best scenes from the film. To pull in and increase the fan base the use of the mosaic extra feature is very effective. Fans of the film post in their picture profile and is then embedded into a mosaic of James Bond. This increases respect from Fans, because the film and the fans have a had a closer connection.
Social networking sites have become a huge part of the population and by sharing on Facebook, Twitter and Google + the awareness and publicity of the film will grow increasing its fan base. When people like pages on facebook that will then be shared with their friends and it will create a chain reaction. It is a form of free marketing and publicity, which the film can use to its advantage.
Sponsors and partnerships are advertised in one drop down box. This allows people to see who has a partnership with Skyfall, but also another form of publicity. Skyfall has so many partners to get more money, the hyperlink to Click Here For More is a attempt but the partners to get people to come to them and buy their product. It is probably likely that as part of their contract they had to give the partners publicity (a mention) to get money from them. Within the film their was a lot of product placementRise of the Guardians
The opening of the website is very animated with different sections for the characters. When you click on a character it takes you to their own individual page which is personalised to their character. For example if you click on the Easter Bunny it will take you to its warren. This is one feature on the website, it is aimed at children because of its focus on the characters unlike the Skyfall convergence.
The download options has a wider range in Rise of the Guardians. As well as the wallpapers, Twitter Skins and face book profile and time line photos they have signatures, create and print. These extra features are aimed at children with games such as connect the dots and colouring in pages, as well as 3D pictures. The social network custom downloads once again gives the film free publicity and more marketing options. It is clear social network sites are key to film marketing success. 
There are several games for people to play on the website. This allows fans to interact with the characters as well as just watching them on the screen and have some fun. The simplicity of the games suggests it is aimed at children, but also I can see teenagers playing them. The different convergences help attract more children especially with these activities. 
Also mobile options are available with apps. With our increase in dependence on technology such as the iphone. It is highly likely children the games for example when in the car or in a queue on their parents phone. This also expands and increase business for Apple App makers.
In comparison Rise of the Guardians has a wider range of convergences but they tend to be games and aimed at children, whereas Skyfall focuses on the convergences which get free publicity. They both chose the right type of convergences to attract the right audience. Both use social networking sites as an advantage with Facebook Cover Photos and twitter skins.
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