Stereotypes of sexuality

Stereotypes of sexuality from priyaroadh

Rewrite of digital technologies essay

Evaluate the role of digital technologies in the marketing and consumption of products (your films) in the area you have studied.

In this essay I will be evaluating the role of digital technologies in the marketing and consumption of products, which are Jurassic world and Kingsman: the secret service.

Digital technologies have a significant role in the marketing and consumption of film media products such as Jurassic world and Kingsman: the secret service as it appears to the target audience of that product and creates awareness for the product. Jurassic world had a number of teaser trailers and showings of the official trailers, which were more prominent than Kingsman: the secret service as Jurassic world had a box office of $1.67billion whereas Kingsman: the secret service had a box office of $414.4million. This is due to the fact that Kingsman: the secret service did not have that many showings of their trailer.

Also, Jurassic world had more publicity as they were featured in newspapers and on the news as Jurassic world is the sequel to Jurassic park, which was made after 20 years. This created a big hype for audiences to see the film. Also, after the film was distributed, Jurassic world was made into a video game product, which was Lego Jurassic world and then later made into another game for androids called ‘Jurassic world: the game.’ This is known as synergy, which allows both media products to combine and get recognition. Digital technology plays an important role as many people use them in this day of age as technology is becoming more advanced in which Jurassic world uses cross media convergence to promote the film by creating an interactive website, which can be viewed on many devices such as mobile phones, iPads, laptops and so on. Furthermore, another way that digital technology has impacted on marketing and consumption is through TV as Jurassic world has made TV appearances such as the premiere of the film, which is a form of publicised advertising; free form of advertising in which these appearances usually air on music channels as they know that the target audience of the film would normally watch music channels. Also, Jurassic world has been featured on empire magazine, which can be viewed on the internet on many devices due to digital technology. This allows both the film and the magazine to get recognition. The trailers were aired many times compared to Kingsman: the secret service, however, director Colin Treverrow felt that the trailers were revealing too much of the film. Also, the fact that the trailer was leaked before the actual viewing emphasises how digital technology has played a negative impact on the film industry. This could have a negative effect on the audience as some people may not like to see too much reveal of the film in a trailer. Jurassic World was released on DVD, Blu-ray, and Blu-ray 3D on October 20, 2015. 

Kingsman: the secret service has embraced digital technology as they have also used cross media convergence to create their own interactive website, which can be viewed on multiple devices. However, Kingsman: the secret service did not do as well as they had fewer showings of teaser trailers and their official trailer compared to Jurassic world, which in turn gave Kingsman: the secret service a lower box office. Kingsman: the secret service has made TV appearance based on their premiere, which featured interviews with the actors. This is a form of free advertising, known as publicised advertising. Kingsman: the secret service have been featured in various magazines, which are not well known compared to Jurassic world as they were featured in Empire as they are a Hollywood blockbuster whereas Kingsman: the secret service is an independent British film. The film was released on digital HD on 15 May 2015 and on Blu-ray Disc and DVD on 9 June. Kingsman: the secret service has not done much in the digital technology side of marketing compared to Jurassic world, but they have launched a clothing line based on the outfits they wore in the film in which it could be argued that the clothing line could be marketed using digital technology by them using cross media convergence to launch an interactive website based on purchasing the clothing line and the clothing line could be advertised on TV to get recognition. However, the advertisement for the DVD of Kingman: the secret service as it has been featured in Sky movies adverts to feature the films that can be purchased in Sky stores. Due to new technology, it has made piracy easier for people to get the film before the film is completed in the exhibition process. This is known as exchange. This costs the film inndustry millions as the sales have been taken by someone else. 

Overall, the use of digital technology has a huge impact in marketing and consumption for the film industry as this allows the film industry to communicate with the target audience of that film through many media products such as radio, TV and for magazines and Newspapers as they can also be viewed on the internet on many devices such as mobile phones, iPads and tablets. It is important for film companies to embrace digital technology as new technology is being introduced and becoming more advanced, which many users are using these days, which film companies need to use in order for them to communicate with the target audience of that film. Due to the fact that digital technology is becoming advanced, for consumption in digital technology trailers and films can be viewed in different ways such as applications for example ‘YouTube,’ which allows the user to watch a trailer and they can also purchase the film to watch, which can be viewed on many devices such as mobile phones, which are convenient when people are on the go as they can watch the trailer or film on the train on their way to work, especially now the fact that people do not have the time to go and purchase a DVD as they can be viewed on apps such as Netflix and Lovefilm, which allows the user to download or stream the film that they want to watch. However, the disadvantage of this can be that the film has not yet been through the exhibition process, which does not allow the film to be featured on these apps in which the audience may consider illegally watching the film, which is known as exchange. 

Regional identity and stereotypes

Regional identity:

Regional identity refers to the part of the UK in which someone is from. It could refer to the general area such as 'north' or 'south' or a country such as 'England' and 'Scotland' or towns such as 'London' or 'Manchester.'

The several regional stereotypes seen of TV are: 

Scottish

Welsh

Irish

English

London

Manchester/Newcastle/Liverpool

Essex

Yorkshire

Cornwall/Somerset

South England

North England

Stereotypes: 

Scottish-quite aggressive, shown being obsessed with money, Wears kilts and eats haggis. Loves drinking alcohol.

Welsh-Living in the middle of the countryside. Always with sheep.

Irish-Living in the countryside, religious, friendly at times, works in rural areas such as farms.

English-the two types: posh in which the speak prim and proper, wear suits and has a higher status whereas the other type is at the pub, middle/working class, racist and obsessed with football and beer. 

London-the two types: posh in which the speak prim and proper, wear suits and has a higher status and the other type is lower status, common, violent, criminal. 

Manchester/Newcastle/Liverpool-aggressive,violent. 

Essex-glamorous, but cheap, partying, being stupid. 

Yorkshire-rural countryside, old-fashioned. 

Cornwall/Somerset-shown as being 'backwards,' live in rural areas, works on farm. 

South England-center of culture, classy, modern, middle/higher class, jobs such as managers. 

North England-lower class, aggressive, less culture working class jobs such as builders. 

disability clip essay

In the beginning of the clip, the audience sees an ariel shot of a bedroom in which there is a divide between the bedroom of one side looking very childish and bright with colorful whereas the other side is quite dull and stereotypical of teenagers bedroom. There is the sound of the non-diegetic voice of the narrator in which there is a slight pan around the potential protagonist, establishing the fact that it is the narrator. There is a cut to a mid-shot of the protagonist's brother 'Ben' in which Ben is asleep, which cuts back to a mid-shot of the protagonist 'Dave.' There are pre-recorded clips shown; expressing the mental vision of Dave in which it seems as if he is describing his brother as a mistake. This is a representational issue of disability as this emphasises Ben as different.

The next shot is an establishing shot of flats in which it is accompanied by the non-diegetic sound of score in the background, which sounds quite comical as it lowers the seriousness of the disability of Ben. The audience then sees an establishing shot of the kitchen, which uses low key lighting to make the place look dull emphasisng that family life is not all that it seems, which cuts to a close up of Ben; revealing his disability. There are a range of back and forth mid-shots in which in a particular shot, reveals Dave's facial expression in which he looks at his brother in disgust. A range of mid-shots are cut back and forth to capture the diegetic sound of dialogue and facial expressions. There is a medium-wide shot as Dave goes to get cereal in which he comments on the fact that Ben has eaten all the cereal in which the parents do not care what he has to say. This emphasises that Ben gets treated more differently to Dave due to his disability. This is shown again as there is a slight tilt downwards as the mum kisses Ben's head in which Dave does not a least get a goodbye. There is a long shot of the dad as the diegetic sound of dialogue is exchanged between the characters, which cuts to a slight pan of the fork that Ben is using to eat off of his dad's plate, which emphasises that Ben is selfish and his parents allows him to do what he wants as he is treated specially. This is seen as stereotypical, which emphasises the representational issue of disability.

There is a cut to a bus stop, which is in low key lighting; emphasising that Dave finds his daily routine depressing in which there are scenes interpreted back and forth between the bus stop scene. Ben is found with toys that annoy Dave, which emphasises these binary opposites of being young and old. In one particular scene, there is a point of view shot as the shot is a target of the gun in which Dave wants to shoot his brother. Another scene, shows a low angle of Dave reaching to get a kite out of the tree, which is trapped. This is iconic as Kites represent freedom, which symbolises Dave's life as him being trapped. This cuts to a high angle of Ben looking smug with an ice cream; emphasisng his childlike behavior. The next scene is a side view in which the focus pull focuses on Dave first and then a suspect he narrates about.

The next scene is an over-the-shoulder shot in which Dave is seen drawing in class of a dinosaur; emphasising that he in his own little world, which also shows that he is different to everyone else as he has to look after his younger brother. There are back and forth medium-wide shots between the teacher and the class as the diegetic sound of dialogue is exchanged. There is a tracking shot of the teacher as the diegetic sound of dialogue is heard; emphasising that she is in charge.

In the next scene, the audience sees a medium-wide shot as Dave and a friend comes out of a pair of doors in the school playground, which is accompanied by the diegetic sound of dialogue. There is a low angle shot of Dave as it empahsises that Ben has to look up to Dave as Dave looks after him in which it cuts to a high angle shot of Ben, which emphasises his vulnerability as he learns that he has to get back home himself as Dave states that they have not been 20metres apart from each other.

In the next scene, there is a medium-wide shot of Ben as he holds onto the front seat of the bus looking vulnerable. The non-diegetic sound of score in the background sounds quite eerie, empahsising that Ben is quite scared. There is bad behavior from the school kid in the back in which the sound fades, emphasising that it is a lot for Ben to take in. Then there is a slow motion of Ben, showing that he is in distress due to this experience of being alone in an environment that he is not used to without his brother or family.

Organising research into the film chain-Kingsman:the secret service

Kingsman:the secret service

Production    
Studio-Marv Films
Producer-Matthew Vaughn, David Reid and Adam Bohling
Director-Matthew Vaughn  
Idea-Comic spy book 'the secret service'- Mark Millar and Dave Gibbons
Technologies-special effects, visual effects

                                                                               
Distribution 
Distribution company-20th century fox
Release-wide
Global distribution
Distribution format
Technologies used to distribute-TV, radio, social media


Marketing 
Budget for marketing-$81million
Online and offline marketing strategies-interactive website,merchandise
Timings for campaign-
Target audience-15-25
Global campaign
Technologies used to market film-interactive website, TV advert,social media

Exchange
Release date-jan 24th 2015
Release-wide

Organising research into the film chain-Jurassic world

Jurassic world

Production    
Studio-Universal studios
Producer-Frank Marshall and Patrick Crowley
Director-Colin Trevorrow      
Idea-Amanda Silver and Rick Jaffa
Technologies-3D,animatroics dinosaurs

                                                                               
Distribution 
Distribution company-Universal pictures
Release-wide
Global distribution
Distribution format
Technologies used to distribute-TV, radio, social media


Marketing 
Budget for marketing-$150million
Online and offline marketing strategies-
Timings for campaign
Target audience-12 to 24
Global campaign
Technologies used to market film-TV, social media

Exchange
Release date-12th June 2015
Release-wide

Vocabulary

Binary oppositions - where texts are organised around sets of opposite values such as good and evil, light and dark. For example Man v's woman, Good v's Bad.

Diegetic/non - Diegetic is sound that the characters can hear them selves like the radio playing, non diegetic is sounds or music or an over voice that the characters cannot hear but the audience can. Non-diegetic sounds can be put in when editing for example:


Hegemony - means a position of power or leadership in a given situation.

Ideology - These sets of beliefs are those held by groups within society, and the prevalent ones are those held by the ruling/dominant groups.

Intertextuality - The term Intertextuality refers to the process of creating references to any kind of media text via another media text. In other words Intertextuality essentially means for a type of media(film,television,music etc) to pay homage to another media text.


Representation - Media representations are the ways in which the media portrays particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective

Iconography - essentially this is a 'genre indicator'. When its a cowboy film we expect to see the desert, saloons, horses. in a horror we expect to see darker lighting and knives and weapons. It's what the audience expects to see when they know the genre of the film.


Preferred reading - Producers of a media text design it with a certain meaning in mind. They hope that audiences will decode their text in a certain way - particularly if the text is an advertisement. Preferred readings are those which tie in with hegemonic beliefs.

Oppositional Reading - when the audience rejects the message portrayed.

Archetype - a generic character found in many story lines, e.g. hero, villain, loyal friend



Stereotype - a widely held and fixed but oversimplified image or idea of a certain type of person.


Verisimilitude - being true or real

High-key lighting - Generally makes the image or video a lot brighter. Suggests happiness

Low-key lighting - Generally a darker scene, can be used for making the scene more emotional or scary.

Contrapuntal sound - sounds that don't go with what is seen on the screen so make the audience question what they are seeing. 

 Ambient sound - common sounds in the back ground e.g Wind, Air, birds, Office Noise.

Foley - reproduction of every day sounds which are then added into the clip during post production.

Dramatic irony - irony that is understood by the audience but not the characters.

Ellipsis - cutting out parts of a scene or conversation so it isn't too long

Prop's Character theory - Vladimir Propp came up with the theory that there are only 7 types of characters in cinematography

1. The villain (struggles against the hero)
2. The donor (prepares the hero or gives the hero some magical object)
3. The (magical) helper (helps the hero in the quest)
4. The princess (person the hero marries, often sought for during the narrative)
5. The false hero (perceived as good character in beginning but emerges as evil)
6. The dispatcher (character who makes the lack known and sends the hero off)
7. The hero [AKA victim/seeker/paladin/winner, reacts to the donor, weds the princess

Todorov's narrative theory - most storys or plots follow the same 5 steps

1. Equilibrium

2. disruption

3. realisation 

4. restored order

5. Equilibrium again

Restricted narrative - Limits the audience to what the characters know about the story line

Omniscient narrative - audience knows all the thoughts and feelings of all the characters.

Linear narrative - a story in chronological order

Episodic Narrative - a story told through a series of episodes or segments

Above the line costs - In general, Above-the-line refers to Actors, Producers, Writers and Directors. For the most part, these are fixed costs. For example, if a scene is cut from the script, the writer is still paid the same amount.

Below the line costs - The 'line' in below-the-line is the one separating the Actors, Director, Producers, and Writers from the other crew.

Diegesis - A plot or narrative

Enigma Code - A question that is not immediately answered and therefore draws in the attention of the audience for example a dead body at the start of a film.

Continuity editing - a system of cutting used to maintain continuous and clear narrative action

High concept film - a simple and often striking idea or premise, often leands itself to easy promotion

Juxtaposition - two things being placed or seen close together to contrast eachother

Key Light - This is the main light. It is usually the strongest and has the most influence on the look of the scene. It is placed to one side of the camera/subject so that this side is well lit and the other side has some shadow.

Master shot - A single shot that includes the complete scene from its start to the finish.  Usually a master shot is filmed and then the rest of the other kinds of shots (close-ups...etc) are then shot later.

Parallel shot - a device of narrative construction in which the development of two pieces of action are presented simultaneously.

Reaction shot - a portrayal of a person's response to an event or to a statement made by another.

Polysemic - having more than one meaning

Synergy -  the symaltanious release of different products to boost both

Convergence - the combining of two or more mediums 

Horizontal integration - a production company expands into other areas of one industry

Vertical integration - the production company has the ownership of the means of production, distribution and exhibition of the film by the same company, because of this they receive all the profit

180 degree rule - In film making, the 180-degree rule is a basic guideline regarding the on-screen spatial relationship between a character and another character or object within a scene.

Rule of thirds - In the rule of thirds, photos are divided into thirds with two imaginary lines vertically and two lines horizontally making three columns, three rows, and nine sections in the images. 

Aesthetics - a set of principles concerned with the nature and appreciation of beauty

Arbitrary signifiers - signs where the relation between signifier and signified is purely conventional and culturally specific, e.g., most words.

Codes - A system of signs which can be decoded to create meaning.

In media texts, we look at a range of different signs that can be loosely grouped into the following:

• technical codes - all to do with the way a text is technically constructed - camera angles, framing, typography etc

• verbal codes - everything to do with language -either written or spoken

• symbolic codes - codes that can be decoded on a mainly connotational level - all the things which draw upon our experience and understanding of other media texts, our cultural frame of reference.

Frame composition - is the presentation of visual elements in an image, especially the placement of the subject in relation to other objects.

Conglomerate - media group or media institution is a company that owns large numbers of companies in various mass media such as television, radio, publishing, movies, and the Internet.

Connotation - an idea or feeling which a word invokes for a person in addition to its literal or primary meaning.

Cultural codes - Cultural codes are defined as symbols and systems of meaning that are relevant to members of a particular culture (or subculture). These codes can be utilized to facilitate communication within the 'inside group' and also to obscure the meaning to 'outside groups'.

Cultural Imperialism - Cultural imperialism is the cultural aspects of imperialism. Imperialism, here, is referring to the creation and maintenance of unequal relationships between civilizations favoring the more powerful civilization.

Effects model - is how the media can affect society and how society affects media.

Hypodermic model - implies that the mass media has a direct, immediate and powerful affect on its audiences.

Signifiers - a sign's physical form (such as a sound, printed word, or image) as distinct from its meaning.