The final assignmnet for the BTEC unit is due before the end of the summer term.
This assignment is for learning aim D
Review pre-production of a digital media product.
The assignment brief is on SMHW. I will paraphrase it on here so that you have more direction.
You have hopefully completed your pre-production portfolio which you can hand in when we return.
The final assignment is to write a review of the process. Take each area of pre-production in turn and explain the pre-production process that you undertook.
Present a review of the pre-production process to Tamworth TV.
‘Tamworth TV’ have secured funding for a new film project. One of the aims of the project is to engage local people in digital media production.
You have made a short film following the conventions of a specific genre for Tamworth TV. You have completed the necessary pre-production activities for the project and stored the pre-production work in a portfolio.
You will now review the process and present the review to Tamworth TV.
Review Elements of pre-production
• Logistics.
• Finance.
• Creative processes.
Review Project management
• Personnel management.
• Resource management.
• Time management.
• Professional Practice.
• Monitoring progress.
• Risk management.
• Crisis management.
• Maintaining documentation.
• Problems/difficulties with project management.
• Identifying ways of improving project management in future productions.
To gain a pass you need to -
Explain how logistics, finance and the creative processes were project managed during pre-production.
To gain a merit you need to -
Analyse the project management of your media product with reference to specific elements of pre-production.
To gain a distinction you need to -
Evaluate the effectiveness of the project management, referring to its impact on pre-production.
To gain a distinction you must make direct correlations between project management of logistics, finance and creative processes during pre-production and the overall success of the planning for the digital media production.
Further guidance
You need to go through the contents of your pre-production portfolio and explain how successful each area of research and planning was in the process of making your film.
Some examples of what you might write are below;
As a result of poor logistical planning my project resulted in a financial overspend...
I ensured that thorough planning of all financial costs for the production were met. The production met its initial budget.
The time consuming nature of filming is planned for in pre-production and is aided by the logistics of the operation
A failure to check the copyright of the music resulted in a last minute change of music that had a negative impact on the final project
The consequences of not completing a detailed filming schedule, such as over-running filming on day one, resulting in the need to delay the rest of filming with a knock-on effect on logistics
The impact of a poorly visualised storyboard on the ability of other members of the crew to interpret the ideas
Tuesday 23 June 2020
Wednesday 17 June 2020
Progression Assessment Advanced Level
SECTION A: ANALYSING MEDIA LANGUAGE
AND REPRESENTATION
You should use relevant theories and relevant subject specific terminology where appropriate.
Print resource 1: the front page of the DAILY MAIL
Print resource 2: The front page and article from the DAILY MIRROR which you have studied with Miss Lakin. You should have the resource and fact sheet but I will put it on SMHW in case.
Compare how these pages from the DAILY MAIL and the DAILY MIRROR construct versions of reality.
In your answer you must:
-consider the choices media producers make when constructing versions of reality
- consider the similarities and differences in the representations
- make judgements and draw conclusions about how far the representations relate to relevant media contexts.
30 marks
This question requires an extended response. You will be assessed on the quality of your written response, including the ability to construct and develop a sustained line of reasoning which is coherent, relevant, substantiated and logically structured.
SECTION B: UNDERSTANDING MEDIA INDUSTRIES AND AUDIENCES
a) What is meant by an independent film? [2]
b) Briefly explain what you understand by vertical integration. [2]
c) Explain TWO features of mainstream film production. Refer briefly to BLACK PANTHER to support your points. [6]
In Question 3(d) you will be rewarded for drawing together knowledge and understanding from across your full course of study, including different areas of the theoretical framework and media contexts.
d) Explain how economic contexts shape independent films. Refer to I, DANIEL BLAKE to support your points. [15]
Plan your answer and write a full response.
Your submission will allow me to see if you have processed all the information provided on the web-log.
It will also allow you to try an exam style question.
The answers will be marked and you will be given a grade. The mark scheme will then be shared.
You will receive written feedback and a personal learning checklist about how you can improve.
You should use relevant theories and relevant subject specific terminology where appropriate.
Print resource 1: the front page of the DAILY MAIL
Print resource 2: The front page and article from the DAILY MIRROR which you have studied with Miss Lakin. You should have the resource and fact sheet but I will put it on SMHW in case.
Compare how these pages from the DAILY MAIL and the DAILY MIRROR construct versions of reality.
In your answer you must:
-consider the choices media producers make when constructing versions of reality
- consider the similarities and differences in the representations
- make judgements and draw conclusions about how far the representations relate to relevant media contexts.
30 marks
This question requires an extended response. You will be assessed on the quality of your written response, including the ability to construct and develop a sustained line of reasoning which is coherent, relevant, substantiated and logically structured.
SECTION B: UNDERSTANDING MEDIA INDUSTRIES AND AUDIENCES
a) What is meant by an independent film? [2]
b) Briefly explain what you understand by vertical integration. [2]
c) Explain TWO features of mainstream film production. Refer briefly to BLACK PANTHER to support your points. [6]
In Question 3(d) you will be rewarded for drawing together knowledge and understanding from across your full course of study, including different areas of the theoretical framework and media contexts.
d) Explain how economic contexts shape independent films. Refer to I, DANIEL BLAKE to support your points. [15]
Plan your answer and write a full response.
Your submission will allow me to see if you have processed all the information provided on the web-log.
It will also allow you to try an exam style question.
The answers will be marked and you will be given a grade. The mark scheme will then be shared.
You will receive written feedback and a personal learning checklist about how you can improve.
Saturday 6 June 2020
The Daily Mail
We looked at the Newspaper Industry in some detail before the break and there have been some interesting developments over the past few months that are worth studying. Events have divided opinion and political bias has been very clear. Unlike closely regulated broadcasters, like the BBC, there is a lack of impartiality in the press which means they are fascinating for Media students to study.
Begin by reading this article about current sales figures.
https://www.bbc.co.uk/news/entertainment-arts-52754762
Why have sales of newspapers fallen?
Why would the Telegraph, The Sun and The Times decline to publish their sales figures?
How many daily copies does the Daily Mail sell on average?
How many people live in the UK?
By what percentage have newspaper sales been falling each year?
What is the relationship between newspapers and advertisers?
How does ownership of a newspaper title affect how the news is 'mediated'?
Define the audience for the daily Mail using socio-economic and psycho-graphic descriptors.
The pandemic has had huge effects on our lives and audiences are divided in their opinion of the government's handling of the situation. Lets dive in with some of the front pages...
The Daily Mail is an interesting newspaper for us as it is often deliberately confrontational and populist, appealing to audiences with a right wing point of view. As you have pointed out, you do not buy newspapers as you prefer to access media online. The audience for this paper is therefore in an older age bracket and has mostly settled views that correspond with the content in the paper. In the words of Paul Weller, 'the public gets what the public wants'. If there were no audience there would be no profit. The Daily Mail is one of the few newspapers to buck the trend of falling sales. This claim is made in the context of falling sales across all newspapers. Sales figures dipped below the 1 million mark for the first time. However, the pandemic has been a disaster for the printed press as people have not been buying the paper in shops. Other titles are so concerned with falling sales that they are worried about how this may look to advertisers who are key to them making a profit. The Sun may well have been knocked off its perch as the number one selling newspaper. A position it has held for decades.
The Daily Mail has a very successful online presence which we will also explore. If you apply the theory of Curran and Seaton then this publication seeks profit and power. It prints news with a distinct bias as it knows it has an audience who like to hear stories with a right wing bias. The online version is a leader in using 'clickbait' to draw audiences to its web-site. It has become a very successful online news web-site and proves that there is a market for this right of centre mediation of news. This right of centre audience can also be seen in the result of recent elections and the Brexit vote. The Dail Mail is therefore a key influencer in manipulating public opinion. Micheal Gove's wife, Sarah Vine is an influential columnist for the paper so it has close links with the government and can be seen as an organ of propaganda for the current right wing government. The front page above helps to sway public opinion and is an excellent one to analyse. Opening schools on June 1st was very contentious so the government uses its ties to the media to pave the way for acceptance of its policy. The word 'militant' has powerful connotations. By establishing teachers as 'heroes' and 'magnificent' it pays compliment to bravery while suggesting they 'do their duty.' This pre-empts any 'cowardly' action if the plan is not followed or is disrupted by unions. The power of unified labour, where a group of workers band together to protect their rights, has been eroded since the 1980's. Workers in industries may join a union to represent them if they feel exploited or to protect their collective rights.
There has been a lot of employment of martial, language in the 'war' against the virus. Newspapers and governments like to establish a narrative to direct public opinion. By creating an invisible 'enemy' they can employ metaphors of battle and simplify the message to binary oppositions of good and bad that the public can buy into and understand quickly. Donald Trump uses this approach effectively as he knows where his support lies. Similarly newspapers will appeal to audiences who share their views. It is unlikely that many teachers and public service workers, who have more liberal views, would buy this paper so they are not too worried about upsetting them. It is more important to this paper to position audiences to get behind the government and get those 'heroes' back to work!
Here is a copy that has been annotated by a teacher.
Conduct research to establish key facts about the Daily Mail;
Sales figures - (May 2020) 945,000 down from 1.13 million (March, 2020)
Founded in 1896
mid market tabloid
Ownership passed down through generations to Jonathan Harmsworth (majority shareholder) who is the 4th Viscount Rothermere
Average age of readership 58
Below are two newspapers which are considered 'left' of the political centre and are more likely to support the views of the Labour Party. Consider how they have represented the same news story.
How are these representations different from the Times and the Mail?
Begin by reading this article about current sales figures.
https://www.bbc.co.uk/news/entertainment-arts-52754762
Why have sales of newspapers fallen?
Why would the Telegraph, The Sun and The Times decline to publish their sales figures?
How many daily copies does the Daily Mail sell on average?
How many people live in the UK?
By what percentage have newspaper sales been falling each year?
What is the relationship between newspapers and advertisers?
How does ownership of a newspaper title affect how the news is 'mediated'?
Define the audience for the daily Mail using socio-economic and psycho-graphic descriptors.
The pandemic has had huge effects on our lives and audiences are divided in their opinion of the government's handling of the situation. Lets dive in with some of the front pages...
The Daily Mail has a very successful online presence which we will also explore. If you apply the theory of Curran and Seaton then this publication seeks profit and power. It prints news with a distinct bias as it knows it has an audience who like to hear stories with a right wing bias. The online version is a leader in using 'clickbait' to draw audiences to its web-site. It has become a very successful online news web-site and proves that there is a market for this right of centre mediation of news. This right of centre audience can also be seen in the result of recent elections and the Brexit vote. The Dail Mail is therefore a key influencer in manipulating public opinion. Micheal Gove's wife, Sarah Vine is an influential columnist for the paper so it has close links with the government and can be seen as an organ of propaganda for the current right wing government. The front page above helps to sway public opinion and is an excellent one to analyse. Opening schools on June 1st was very contentious so the government uses its ties to the media to pave the way for acceptance of its policy. The word 'militant' has powerful connotations. By establishing teachers as 'heroes' and 'magnificent' it pays compliment to bravery while suggesting they 'do their duty.' This pre-empts any 'cowardly' action if the plan is not followed or is disrupted by unions. The power of unified labour, where a group of workers band together to protect their rights, has been eroded since the 1980's. Workers in industries may join a union to represent them if they feel exploited or to protect their collective rights.
There has been a lot of employment of martial, language in the 'war' against the virus. Newspapers and governments like to establish a narrative to direct public opinion. By creating an invisible 'enemy' they can employ metaphors of battle and simplify the message to binary oppositions of good and bad that the public can buy into and understand quickly. Donald Trump uses this approach effectively as he knows where his support lies. Similarly newspapers will appeal to audiences who share their views. It is unlikely that many teachers and public service workers, who have more liberal views, would buy this paper so they are not too worried about upsetting them. It is more important to this paper to position audiences to get behind the government and get those 'heroes' back to work!
Here is a copy that has been annotated by a teacher.
Sales figures - (May 2020) 945,000 down from 1.13 million (March, 2020)
Founded in 1896
mid market tabloid
Ownership passed down through generations to Jonathan Harmsworth (majority shareholder) who is the 4th Viscount Rothermere
Average age of readership 58
The Times is another, long established, newspaper that has a right wing bias. It has been printed in various forms since 1778 so is a national institution. The Times of London was read around the world and has a rich history such as carrying Sherlock Holmes stories that could be read in a train journey as commuters headed into the city. It has changed a lot over the years but the title still commands a certain gravitas. Its archive is a treasure trove for historians.
They have also supported the Conservative government led by Boris Johnson. The narrative is clear in this front page. It establishes the narrative that unions are the 'enemy' in a clear binary opposition. They represent the news in their own way to suit the views of their ownership and they seek to influence their readership. They present 'schools' willing to 'defy' the unions who represent teaching staff creating a division between the two. They expect their audience to agree that this is a good course of action.
The Times is owned by the global media conglomerate 'News Corp' run by the Australian media tycoon, Rupert Murdoch. We will study the incredible reach of this conglomerate which owns media companies around the world and is a powerful organisation with great influence. It also owns 'The Sun' newspaper and has interest in broadcasters and the film industry as well as newspaper titles around the world. It has used its considerable influence on successive governments to improve its commercial position and to affect public opinion. Notable front pages claim that this influence was so great that they were the difference in elections in the past few decades.
Below are two newspapers which are considered 'left' of the political centre and are more likely to support the views of the Labour Party. Consider how they have represented the same news story.
How are these representations different from the Times and the Mail?
With clearly conflicting representations of the same news story it is left to audiences to interpret the truth.
Answer these final two questions;
How balanced do you think the British newspaper industry is?
Which representation do you think is nearest to a true mediation of this news story?
Tuesday 2 June 2020
Beyonce - Formation (Black Lives Matter) 'I Can't Breathe'
You can use this text along with others for a question about representation for the BTEC exam and it is a set text for A level.
At the start of the course we looked at music videos and the messages encoded within them. We struggled with this one as there was a lot of context to learn. In particular, the amount of knowledge about American history, culture and politics needed to understand this 'rich' text. It is an ideal time to revisit this text in light of current events which I expect you are following in the media. Firstly, watch the video again and revisit your analysis. Maybe try explaining it to a parent,friend or sibling.
You have written an analysis of this text so this post will allow you to revise your understanding and further your analysis by gaining a deeper understanding of the issues that the music video engages with. It will also provide a good entry point for studying media in the online age when we return.
If you have not been following the news then here is an outline of the event that sparked the riots and protests that are happening across the USA. Click here to see a BBC explanation of the death of George Floyd
I won't post images but the footage went viral. For most British audiences this level of police brutality is shocking. In the US, and indeed across the world, the approach to policing is very different. Police carry guns and are much more forceful. Some would say that police in the UK are not strict enough whilst others would say that the issue of police brutality is universal. It is essential that policing is consensual for a society to function. If there is a suggestion that power is being abused then it makes a population more difficult to police. We have seen this in the UK recently with the Dominic Cummings episode reducing the government's authority over lock-down rules.
Protests in America have gained momentum and spread across the world. Some follow slogans like 'I can't breathe' which encapsulate a range of issues in a succinct, multi-faceted phrase. Most are non-violent and follow the precedent set by civil rights leaders such as Martin Luther King. In the 1960's Dr King led marches and gave speeches challenging the systemic racism in American society. Segregation was very real, particularly in Southern states where African Americans has to use separate facilities and were treated as second class citizens with diminished rights and less access to the economic fortunes of an increasingly prosperous America.
You will have looked at this movement before in secondary school and possibly studied some emotive speeches such as 'I Have a Dream' addressing a million marchers in Washington DC.
It is this legacy which informs the 'Black Lives Matter' movement. Progress in establishing equal rights for people of colour in America has taken a backward step under the present Republican government. The death of George Floyd has instigated protest. Initially this was in the city of Minneapolis.
One danger is that peaceful protest can become violent. In many cities protest has led to rioting and looting. Some even exploit the unrest for a chance to cause mayhem which can then be used as justification to use further force. Whilst there are peaceful protests with strong messages there are also people using righteous indignation as an excuse for gratuitous violence. Some reports even suggests that mobs have instigated violence to discredit protesters. Violence, arson and anti-social activity justifies further repression so is self defeating. This happened in the London riots. It appeared in most media outlets that rioters were more interested in trainers than any unified protest. Leaders from Gandhi to Dr Martin Luther King espoused peaceful protest but there is always a chance that this can be hijacked or quickly become inflamed to something more serious. Other leaders suggest that at some point, peaceful protest is not enough when injustice is too great. Malcolm X was more militant than MLK but before their untimely deaths they were becoming closer to understanding each others philosophies and finding a balance. In other countries like South Africa, Nelson Mandela was leading an armed revolt against a regime of apartheid. Much of American history is littered with leaders whose popularity was allowing them to lead the country toward real change. John F Kennedy, his brother Robert Kennedy, Malcolm X and Martin Luther King were all shot in the 1960's by shadowy figures wanted to preserve the status quo. It is against this historic backdrop that many Americans feel that their voice is unheard once again. However, there are many more conservative Americans who are outraged by the wanton violence and abuse of property.
John Lennon was also shot dead in America in 1980 and the country has a history of violence. Like many musicians he realised his responsibility as an artist to protest and promote peace, love and understanding. America has a rich tradition of musicians using their voice to challenge the inequities in society. In this song Bob Dylan tells the story of the boxer 'Hurricane' Carter.
What has developed in popular culture are powerful protest movements and a democratic right to voice opinion. In times of increasing inequity popular culture becomes more politicised. We are even seeing corporate giants like Nike linking advertising campaigns with protest movements. We have looked at this campaign in detail elsewhere so reference it in your answer.
Celebrities, sportspeople and entertainers who were once happy to avoid politics are now lending their considerable influence toward campaigning against injustice. Footballer, Jadon Sancho revealed a t-shirt supporting the movement after his first hat-trick at the weekend. If you have been watching the excellent NETFLIX documentary 'The Last Dance' you will be aware of the sportsperson with the highest profile ever, Micheal Jordan. He was accused of not speaking out in support of social issues at the height of his fame. He famously said 'Republicans buy sneakers too.' He is now willing to use his platform to speak out.
In this context we can understand how this applies to the Queen Bee, the Beyonce. She has the profile to raise the level of awareness and increase debate about social issues.
It is a difficult time to be a police officer in the USA at present and the pressures must be great.
In this clip a police chief explains how irresponsible leadership can have a detrimental effect on policing and put police in danger. Being a leader is not a game as it has a huge impact on real life. He advises solidarity with the police and to leave the politics for the voting booth and advises people to use the democratic process rather than focus on policing.
He also explains that this issue is part of a wider discontent in American society. In a time of social media such video footage can be highly inflammatory. It is not 'mediated' through gatekeepers who can try to control the message. It is tweeted and shared without context. Audiences will receive the message undiluted or through an 'influencer' who has their own reading of the text.
The volatility in American society has been fuelled by a partisan President elected on a right wing ticket. You can learn more about his policies but for now look at his recent tweets to gain a sense of his political stance. He came to prominence through the American version of 'The Apprentice' and is a 'populist' politician.
In this clip, Trump explains his use of an inflammatory phrase in a tweet claiming he was not not aware of its provenance. Note that this in the 'Telegraph' a right wing publication which is more sympathetic to Trump. Gatekeepers can edit news and mediate to ensure that a certain reading is gained. For example, another news outlet might focus on the insensitivity of the tweet and its crassness in a time when the President should unify a country at boiling point.
Trump has used the medium of Twitter extremely effectively to bypass the power of traditional media and control the message. His many followers receive the news through him without a filter and he has the power to influence. With power comes responsibility and many of the protocols and checks and balances are removed through these new forms of media. It can lead to 'fake news' and misinformation. Even Twitter is now actively concerned about the spread of fake news and is beginning to challenge dissemination of false stories.Facebook is less keen to become 'an arbiter of the truth'. The question for these new tech giants is how responsible should they be for news spread on their platform in the online age.
Often these events are a catalyst as we have seen in the UK with the Dominic Cummings situation. In times of extremity societies are less willing to accept injustice and resentments find a focal point which acts as a catalyst for change or protest. America has a President who has divided his country.He has a lot of support but his ethos is to divide and rule. Many Americans feel disenfranchised and under represented. It is a society of haves and have nots and the disparities and inequities are becoming more stark. For example, Trump's headline policy is to build a wall between America and Mexico. This is a symbolic act of division following a policy of isolationism and protectionism. Mexican-American citizens and ethnic minorities feel threatened by Trump's policies. He is also willing to use the power of the state to oppress his own people. Hence the 'Black Lives Matter' movement is indicative of a wide discontent across American society.
If you have a twitter account then you will see that the clip or the news item often comes with 'anchorage'. This allows the distributor to influence their audience through explanation. This affects the way we receive the news. In the past the footage of a police officer killing a black male suspect would have been suppressed. Traditional news media would be under pressure to follow codes of conduct in how they represent sensitive information. This happens on both sides of the political divide. Sins of omission in the media are as common as those of commission. For example, a local MP broke the rules of lock-down by attending a funeral in the Midlands with around a hundred mourners. We will look at why this story did not receive much coverage whereas other breaches of lock-down did. Newspapers may choose to completely ignore certain stories that don't fit their political standpoint. The press is known as the 'fifth estate' and their role in mediating news was important in controlling the populace. This was possible in the post war era when a collective effort was needed to rebuild society. We can now see that traditional institutions such as the monarchy are struggling to control their carefully constructed image in the online age. Virality is the new method of dispersal and is much harder to control the message. Citizens may have more power to share news that may have been hidden before but it also allows for people to control the message to further their own agenda or political viewpoint..
The difference between the 1960's and now is that the gatekeepers that controlled the message are losing the power to manipulate the message. This has negative and positive results. In the online age views are increasingly polarised depending on the fragmented sources we get our news from. Platforms are numerous and disparate and audiences have more sources than ever before. This poses the problem of who to believe and the rise of fake news. If you receive your news from certain sources dictated by algorithms on social media then it is likely that you will believe the traffic directed toward you. In a way this is more insidious and dangerous than a controlled media guided by laws such as libel. It is easier to disseminate falsehoods and incite audiences which poses a risk to stability and democracy. One way to counter this is with censorship and control or by controlling the internet.
We live in unprecedented times when the media is as volatile as ever. It can easily be manipulated to divide opinion and communities. Gil Scott Heron may yet be correct 'the revolution may indeed not be televised but tweeted!'
Protests have spread across the world in solidarity with Americans who feel that their human rights are being abused by institutions which no longer serve or represent them. This increasing sense of disconnection and dis-empowerment is what we are studying in some of our texts. We are exploring how media texts influence audiences and re-inforce structures of power and vested interest in society. This knowledge and the practical skills that you are developing will allow you to become an informed and engaged citizen journalist!
Follow this story closely across all media and collect sources and evidence that will inform your understanding of the issues and allow you to become informed enough to join the debate. Overall, in the words of Jules, 'you gotta have an opinion.'
Some questions that you can try to answer are below. Use these to structure your notes;
At the start of the course we looked at music videos and the messages encoded within them. We struggled with this one as there was a lot of context to learn. In particular, the amount of knowledge about American history, culture and politics needed to understand this 'rich' text. It is an ideal time to revisit this text in light of current events which I expect you are following in the media. Firstly, watch the video again and revisit your analysis. Maybe try explaining it to a parent,friend or sibling.
If you have not been following the news then here is an outline of the event that sparked the riots and protests that are happening across the USA. Click here to see a BBC explanation of the death of George Floyd
I won't post images but the footage went viral. For most British audiences this level of police brutality is shocking. In the US, and indeed across the world, the approach to policing is very different. Police carry guns and are much more forceful. Some would say that police in the UK are not strict enough whilst others would say that the issue of police brutality is universal. It is essential that policing is consensual for a society to function. If there is a suggestion that power is being abused then it makes a population more difficult to police. We have seen this in the UK recently with the Dominic Cummings episode reducing the government's authority over lock-down rules.
Protests in America have gained momentum and spread across the world. Some follow slogans like 'I can't breathe' which encapsulate a range of issues in a succinct, multi-faceted phrase. Most are non-violent and follow the precedent set by civil rights leaders such as Martin Luther King. In the 1960's Dr King led marches and gave speeches challenging the systemic racism in American society. Segregation was very real, particularly in Southern states where African Americans has to use separate facilities and were treated as second class citizens with diminished rights and less access to the economic fortunes of an increasingly prosperous America.
You will have looked at this movement before in secondary school and possibly studied some emotive speeches such as 'I Have a Dream' addressing a million marchers in Washington DC.
It is this legacy which informs the 'Black Lives Matter' movement. Progress in establishing equal rights for people of colour in America has taken a backward step under the present Republican government. The death of George Floyd has instigated protest. Initially this was in the city of Minneapolis.
It has since spread to many other cities.
Much of the reporting is sensationalised but most protests are calm, orderly events. They are often the ones that are not newsworthy as camera crews race around looking for action. You need to explore news stories from a variety of sources to gain an objective understanding of the events. For example, the President is attributing blame for protests to 'left wing' agitators and anarchists. He has added ANTIFA , an anti-fascist movement to a list of terrorist organisations. Depending on your political outlook you will either support his view or react against it. You can apply Stuart Hall's theory of encoding/ decoding to ascertain how different audiences are receiving these messages.
The protests have now spread to other cities around the world such as London and Berlin
What has developed in popular culture are powerful protest movements and a democratic right to voice opinion. In times of increasing inequity popular culture becomes more politicised. We are even seeing corporate giants like Nike linking advertising campaigns with protest movements. We have looked at this campaign in detail elsewhere so reference it in your answer.
Celebrities, sportspeople and entertainers who were once happy to avoid politics are now lending their considerable influence toward campaigning against injustice. Footballer, Jadon Sancho revealed a t-shirt supporting the movement after his first hat-trick at the weekend. If you have been watching the excellent NETFLIX documentary 'The Last Dance' you will be aware of the sportsperson with the highest profile ever, Micheal Jordan. He was accused of not speaking out in support of social issues at the height of his fame. He famously said 'Republicans buy sneakers too.' He is now willing to use his platform to speak out.
In this context we can understand how this applies to the Queen Bee, the Beyonce. She has the profile to raise the level of awareness and increase debate about social issues.
It is a difficult time to be a police officer in the USA at present and the pressures must be great.
In this clip a police chief explains how irresponsible leadership can have a detrimental effect on policing and put police in danger. Being a leader is not a game as it has a huge impact on real life. He advises solidarity with the police and to leave the politics for the voting booth and advises people to use the democratic process rather than focus on policing.
He also explains that this issue is part of a wider discontent in American society. In a time of social media such video footage can be highly inflammatory. It is not 'mediated' through gatekeepers who can try to control the message. It is tweeted and shared without context. Audiences will receive the message undiluted or through an 'influencer' who has their own reading of the text.
The volatility in American society has been fuelled by a partisan President elected on a right wing ticket. You can learn more about his policies but for now look at his recent tweets to gain a sense of his political stance. He came to prominence through the American version of 'The Apprentice' and is a 'populist' politician.
In this clip, Trump explains his use of an inflammatory phrase in a tweet claiming he was not not aware of its provenance. Note that this in the 'Telegraph' a right wing publication which is more sympathetic to Trump. Gatekeepers can edit news and mediate to ensure that a certain reading is gained. For example, another news outlet might focus on the insensitivity of the tweet and its crassness in a time when the President should unify a country at boiling point.
Trump has used the medium of Twitter extremely effectively to bypass the power of traditional media and control the message. His many followers receive the news through him without a filter and he has the power to influence. With power comes responsibility and many of the protocols and checks and balances are removed through these new forms of media. It can lead to 'fake news' and misinformation. Even Twitter is now actively concerned about the spread of fake news and is beginning to challenge dissemination of false stories.Facebook is less keen to become 'an arbiter of the truth'. The question for these new tech giants is how responsible should they be for news spread on their platform in the online age.
Often these events are a catalyst as we have seen in the UK with the Dominic Cummings situation. In times of extremity societies are less willing to accept injustice and resentments find a focal point which acts as a catalyst for change or protest. America has a President who has divided his country.He has a lot of support but his ethos is to divide and rule. Many Americans feel disenfranchised and under represented. It is a society of haves and have nots and the disparities and inequities are becoming more stark. For example, Trump's headline policy is to build a wall between America and Mexico. This is a symbolic act of division following a policy of isolationism and protectionism. Mexican-American citizens and ethnic minorities feel threatened by Trump's policies. He is also willing to use the power of the state to oppress his own people. Hence the 'Black Lives Matter' movement is indicative of a wide discontent across American society.
If you have a twitter account then you will see that the clip or the news item often comes with 'anchorage'. This allows the distributor to influence their audience through explanation. This affects the way we receive the news. In the past the footage of a police officer killing a black male suspect would have been suppressed. Traditional news media would be under pressure to follow codes of conduct in how they represent sensitive information. This happens on both sides of the political divide. Sins of omission in the media are as common as those of commission. For example, a local MP broke the rules of lock-down by attending a funeral in the Midlands with around a hundred mourners. We will look at why this story did not receive much coverage whereas other breaches of lock-down did. Newspapers may choose to completely ignore certain stories that don't fit their political standpoint. The press is known as the 'fifth estate' and their role in mediating news was important in controlling the populace. This was possible in the post war era when a collective effort was needed to rebuild society. We can now see that traditional institutions such as the monarchy are struggling to control their carefully constructed image in the online age. Virality is the new method of dispersal and is much harder to control the message. Citizens may have more power to share news that may have been hidden before but it also allows for people to control the message to further their own agenda or political viewpoint..
The difference between the 1960's and now is that the gatekeepers that controlled the message are losing the power to manipulate the message. This has negative and positive results. In the online age views are increasingly polarised depending on the fragmented sources we get our news from. Platforms are numerous and disparate and audiences have more sources than ever before. This poses the problem of who to believe and the rise of fake news. If you receive your news from certain sources dictated by algorithms on social media then it is likely that you will believe the traffic directed toward you. In a way this is more insidious and dangerous than a controlled media guided by laws such as libel. It is easier to disseminate falsehoods and incite audiences which poses a risk to stability and democracy. One way to counter this is with censorship and control or by controlling the internet.
We live in unprecedented times when the media is as volatile as ever. It can easily be manipulated to divide opinion and communities. Gil Scott Heron may yet be correct 'the revolution may indeed not be televised but tweeted!'
Protests have spread across the world in solidarity with Americans who feel that their human rights are being abused by institutions which no longer serve or represent them. This increasing sense of disconnection and dis-empowerment is what we are studying in some of our texts. We are exploring how media texts influence audiences and re-inforce structures of power and vested interest in society. This knowledge and the practical skills that you are developing will allow you to become an informed and engaged citizen journalist!
Follow this story closely across all media and collect sources and evidence that will inform your understanding of the issues and allow you to become informed enough to join the debate. Overall, in the words of Jules, 'you gotta have an opinion.'
Some questions that you can try to answer are below. Use these to structure your notes;
- How have the riots in America been represented in the news media?
- What is your opinion about policing in the UK?
- Is 'virality' good for society?
- Should 'gatekeepers' control the message?
- Is unrestrained access to the news through social media helpful for society or damaging?
- Can you compare the events in America with the UK?
- How does this news help you to understand the messages in the 'Formation' music video
- Is Twitter right to begin taking down 'fake news' ?
- How can companies such as Twitter and Facebook regulate their platform?
- Why should British students be studying American texts?
- What are the positive aspects of social media?
- What are the negative aspects of social media?
- Should advertisers use protest movements to sell brands and products?
- How will different audiences receive this news?
- Should people be gathering to protest during a pandemic?
- Should celebrities, sportspeople and entertainers get involved in politics?
- Are younger audiences more likely to support the 'I Can't Breathe' protests?
Thursday 21 May 2020
I,Daniel Blake (marketing)
Now that you know a lot about the film and the director you need to focus on one aspect that will help you to construct an answer in the exam.
We will focus on the marketing of the film. The film is primarily aimed at an educated, media literate and socially aware audience but tries to broaden this appeal with an innovative marketing campaign which proved to be very successful in the online age of social media. The film has grossed over $8 million which is much more than previous Ken Loach films. This is largely ascribed to the marketing strategy.
TASK ONE
Study the trailer for the film. Analyse messages and meanings by conducting a textual analysis of the trailer.
TASK TWO
Now look at the posters used to market the film. Analyse them using your toolkit for analysis. We will complete the analysis together in class to add to our understanding.
Marketing Campaign : Key Facts
You need to know how this marketing campaign became a model for success in the industry. This is one reason why this text has been chosen and you will be expected to know about it.
The distribution company for the film was 'eONE' Explore this company by clicking on the link.
A grassroots campaign was led by Alex Hamilton
The Premiere was held in Newcastle rather than London.
Trinity Mirror also promoted the film through a series of articles in the left leaning 'Daily Mirror'
Disruptive Display Advertising included masthead and front cover takeovers.
Marketing stressed the realist element such as filmed on location using real settings such as a food bank. Extras were not actors but local people and were featured in the marketing linking to authenticity. No special effects and no soundtrack.
Projections were used as part of a guerrilla marketing campaign
Dirty graffiti was used where a stencil is sprayed to leave a title.
A variety of other techniques were employed. We will use an article from Media Magazine to revise these. See if you can find some other techniques employed to market the film.
TASK FOUR
Study how social media was used to market the film
Twitter https://twitter.com/idanielblake
This article from The Guardian will also help you to gain an understanding of marketing techniques employed.
Further information;
The following information is form the EDUQAS fact-sheet which you should also be using to revise your knowledge of the film.
Consider the extent to which the trailer is a challenge to ideas set out by Curran and Seaton. »The trailer seems to offer an experience that sits outside the logic of profit and power and may arguably also demonstrate a level of variety and creativity that does not reflect Curran and Seaton’s ideas about the impact of media concentration. »
Candidates might also consider whether the trailer is able to offer a more adventurous production due to socially diverse patterns of ownership or (as above) Loach’s own pre-sold audience.
We will focus on the marketing of the film. The film is primarily aimed at an educated, media literate and socially aware audience but tries to broaden this appeal with an innovative marketing campaign which proved to be very successful in the online age of social media. The film has grossed over $8 million which is much more than previous Ken Loach films. This is largely ascribed to the marketing strategy.
TASK ONE
Study the trailer for the film. Analyse messages and meanings by conducting a textual analysis of the trailer.
TASK TWO
Now look at the posters used to market the film. Analyse them using your toolkit for analysis. We will complete the analysis together in class to add to our understanding.
- Cropping
- Framing
- Use of mise-en-scene
- Anchorage
- Star
- Awards
- Title
- Body Language
- Facial expression
- Colour
- Font
Marketing Campaign : Key Facts
You need to know how this marketing campaign became a model for success in the industry. This is one reason why this text has been chosen and you will be expected to know about it.
The distribution company for the film was 'eONE' Explore this company by clicking on the link.
A grassroots campaign was led by Alex Hamilton
The Premiere was held in Newcastle rather than London.
Trinity Mirror also promoted the film through a series of articles in the left leaning 'Daily Mirror'
Disruptive Display Advertising included masthead and front cover takeovers.
Marketing stressed the realist element such as filmed on location using real settings such as a food bank. Extras were not actors but local people and were featured in the marketing linking to authenticity. No special effects and no soundtrack.
Projections were used as part of a guerrilla marketing campaign
Dirty graffiti was used where a stencil is sprayed to leave a title.
A variety of other techniques were employed. We will use an article from Media Magazine to revise these. See if you can find some other techniques employed to market the film.
TASK FOUR
Study how social media was used to market the film
Twitter https://twitter.com/idanielblake
This article from The Guardian will also help you to gain an understanding of marketing techniques employed.
Further information;
The following information is form the EDUQAS fact-sheet which you should also be using to revise your knowledge of the film.
-
Consider how media organisations maintain,
including through marketing, varieties
of audiences nationally and globally:
- The marketing materials establish the status and reputation of the film – positive critical comments on the poster, reference to the Palme d’Or award in the trailer.
-
The genre (British social realist film) and
director Ken Loach are important factors in
maintaining an audience.
Loach has a long history of directing work in the genre (Kes from
• There are specific and distinct potential
audiences that the film is attempting
to target through its marketing:
to target through its marketing:
-
The trailer references the BBC, BFI and the
Palme d’Or.
Discuss the extent to which these references suggest an assumed education and level of media literacy in the target audience.
-
The trailer explores specific governmental
policy which also may suggest audiences
will have an awareness of political and social issues in the UK.
-
The only specific “star” identfied in the
trailer using intertitles is the director
Ken Loach.
Loach’s work whilst having broad appeal sits firmly within the niche of social realism and candidates may discuss the extent to which the fans of his work are pre-sold based on his name alone.
Consider the extent to which the trailer is a challenge to ideas set out by Curran and Seaton. »The trailer seems to offer an experience that sits outside the logic of profit and power and may arguably also demonstrate a level of variety and creativity that does not reflect Curran and Seaton’s ideas about the impact of media concentration. »
Candidates might also consider whether the trailer is able to offer a more adventurous production due to socially diverse patterns of ownership or (as above) Loach’s own pre-sold audience.
I, Daniel Blake (Theory)
It is clear that there is certain knowledge you need to know about how independent films are made and this film is your case study.
You may get a question like this;
'Consider the significance of economic factors, including commercial and not-for-profit public funding, to media industries and their products'
Your answer will compare this film to 'Black Panther' which is a mainstream film. This film was made without a concern for profit (Curran and Seaton) Ideally the film will at least pay for itself through box office receipts and add ons such as streaming and DVD sales. However, the primary concern is the message in the film. The film-maker Ken Loach wants to expose the system that is causing the issues represented in the film. Therefore the primary purpose of the film is to raise awareness amongst audiences. This is different to the more commercial approach of a mainstream Hollywood film.
'Vast financial profits might be less important for practitioners working in this genre of film' (EDUQAS)
You will be expected to apply Curran and Seaton's theory in your answer.
The film was funded by public bodies such as the BFI (through National Lottery Funding) and the, public service broadcaster, the BBC. You will need to explain that these institutions have a remit to promote British culture and to 'educate, inform and entertain'.
The film is also a collaboration between the UK and French film industries. French audiences like Ken Loach films because they have a message and a purpose to represent important social issues. This is a key point in your answer. You could say that some French audiences see film as an art form whereas American audiences see film mainly as entertainment. We will explore this idea further by looking at streaming services. NETFLIX is mainstream whereas Curzon cinema or MUBI is more independent.
The film was popular at film festivals and won the coveted, 'Palme d’Or' at the Cannes film festival, which proves its popularity with European audiences.
It was also nominated for many awards including several BAFTA's
In the next post we will concentrate on how the film is primarily aimed at an educated, media literate and socially aware audience but tries to broaden this appeal. We will also look at whether it has been successful in its aim.
I, Daniel Blake
Use the resources and the questions below to prompt your response.
What is your opinion of the film?
How did the film make you feel?
Which parts of the most memorable?
Is the film a fair representation of modern Britain?
What does it say about life in the UK?
How did the film make you feel?
Hayley Squires and Dave Johns play the main characters. What did you think of these performances?
Do you think that the current crisis will make us re-consider injustices in society?
Ken Loach discusses the film and his reasons behind making the film.
Outline the issues and themes in the film.
- Social cleansing
- Universal credit
- The benefit system
- The poverty trap
- Food-banks
- Child poverty
- Regional deprivation
- Inequality
- Absurdity of bureaucratic state systems
- Compassion of humanity
The film represents the human cost of the politics of austerity and what Loach calls 'conscious cruelty'. He represents the lives of those people caught in this system.
Now listen/ watch the incredibly articulate Mark Kermode's review of the film. As media students you need to be following or watching cultural commentators like Mark Kermode who hosts regular film review shows online and on the BBC.
Mark Kermode references the food bank scene which you can find below. He feels it is a very powerful one, 'A silent scream of rage..' showing people, 'reduced and humiliated by circumstance which is so transparently unjustified and undignified.'
'The resonance of the film will raise questions and discussion beyond the cinema. '
The film has the intention to raise awareness and action. Therefore it has a distinctly political message. A Conservative government has just gained a huge majority. What is your view of the message in this film?
Consider your own reaction to this film. Remember Stuart Hall's theory about audience reception. Different audiences will receive this message in different ways depending on a number of factors. For example;
- education
- parents
- environment
- schooling
- socio-economic factors
- type of employment
- friendship groups
- regionality
- media usage
- Preferred reading
- Negotiated reading
- Opposite reading
- Aberrant reading
What factors do you think are most influential in deciding how audiences will interpret this text?
Do you think the message cut through during the last election or was society more concerned with other issues like Brexit than social justice?
Do you think the current health crisis will change public opinion in any way?
We will analyse this key scene when we return. Reference it in your case study and analyse how it has been constructed.
Wednesday 13 May 2020
I, Daniel Blake (Independent Film)
You will now study an independent film which will allow you to offer comparisons with your mainstream film. Try to involve your parents. Watch films with them and see if they know any of Ken Loach's films.
Explore the links and take notes for your case study.
Your first task is to immerse yourself in the wonderful world of the director, Ken Loach. Hopefully this will be one of the finds of the course and you will come to enjoy his films and explore his many and varied works. He is widely revered as the best British director working at the present time. He is particularly well loved by certain audiences, which we will identify in detail.
Where do we start ! Well here is a list of some of his films that I would recommend. They have all had a profound effect on me and stay in my memory;
Another scene shows aspects of school life that have gone. Look at the performances of the schoolkids. Perhaps they haven't changed that much !
Could you get that authenticity or realism today? Andrea Arnold is a British director who we could compare to Ken Loach. Arnold found that the only way to find this level of realism for her film 'Fish Tank' was to use an unknown actor who she saw arguing at a train station. This allowed for a performance undiluted by acting classes which could create a level of artifice.
Here is the opening scene. It is not a Ken Loach film, rather less subtle and a bit more edgy, but I imagine you can see the influence on this generation of directors. The DVD is in the library.
'Cathy Come Home' deals with homelessness and had a profound effect on audiences as it raised the profile of this issue and its effect on society. Through film Loach was able to touch a nerve with the British public and the political nature of his work has been evident throughout his career.
He saw film as a powerful medium to expose injustice and to highlight abuse of power and inequity. He has influenced creative people to us their imagination to create art that has something to say and to enlighten the public. His films are about truth and challenging those who abuse their hegemonic power. They are as relevant today as they were then and this is why his filmography endures.
His first film is 1967 is Poor Cow is a bit more experimental is about working class London and great if you are interested in the swinging Sixties.
Loach tries to 'keep it real' and show life as it really was. This credo has been emulated by many British directors since. Most of whom will credit Loach as being a key inspiration. For example, British female directors like Lynne Ramsay and Andrea Arnold work in this realist tradition. Authenticity comes from representing reality. We could look at some short films and investigate the influence of Loach. For example, Andrea Arnold's short film 'WASP'.
My favourite film in this style is not by Loach but you can see the similarities. 'Saturday Night, Sunday Morning' stars Albert Finney in a gritty representation of working class life in Nottingham.
Not a lot happens but the character is convincing and the mise-en-scene reveals a time and a place in post war British society that was going undocumented and was under represented in mainstream media. Audiences were more likely to see Westserns and Hollywood glamour than people like themselves depicted on the silver screen.
This was adapted from a novel by one of the 'angry young men' Allan Sillitoe. Other notable films include 'This Sporting Life' starring Richard Harris and the more famous 'Look Back in Anger' starring Richard Burton. Shelagh Delaney was another writer of plays which were adapted into films such as , 'A Taste of Honey.' These landmark British films greatly influenced television and popular culture. After these 'realist' films creative people demonstrated a desire to show a true representation of British life. Up to this point the BBC had catered for a middle class audience predominantly. Accents were all similar in plummy tones, almost received pronunciation rather than standard English. These prejudices and stereotypes continued well into the late century as the BBC felt they had certain standards to uphold as part of its remit. Anything edgy or contentious was avoided. Popular music was avoided until Radio 1 was launched in response to pirate radio stations like Radio Caroline broadcasting from the English channel. This story is told in the Working Title film that we look at, 'The Boat that Rocked.' The BBC is always been behind the curve in response to societal changes as it is an institution and change has to be incremental. This leads to criticism that it does not represent the changing diversity of the UK. For example it did not have a soap opera until Eastenders in 1984. Populist soap opera aimed at the working classes such as Coronation Street was left to the commercial broadcasters like ITV who are reliant on advertising. This was because it saw the genre as low brow, although The Archers was somehow OK because it was on Radio 4 and accessed by the middles classes.
Back to Ken Loach films... Read this article to gain an overview of his filmography.
Click this to take you to an article which ranks his films.
He doesn't always get it right and I don't think the set text is one of his best films. I think it is a bit overwrought and some of the acting is ropy. However, if you watch one and don't like it, then I encourage you to persevere as there is humour and love and passion in his films and they come form the heart. This is film-making a world away from most mainstream Hollywood product that will move you and make you laugh and cry. It is immersive as you believe in the characters and the narrative. In my opinion it provides a totally different experience due to its independent nature. The creative freedom enjoyed by the production team including the writer and the director allows film to feel authentic.
Here is my top five;
Mark Kermode's choices...
Explore the links and take notes for your case study.
Your first task is to immerse yourself in the wonderful world of the director, Ken Loach. Hopefully this will be one of the finds of the course and you will come to enjoy his films and explore his many and varied works. He is widely revered as the best British director working at the present time. He is particularly well loved by certain audiences, which we will identify in detail.
Where do we start ! Well here is a list of some of his films that I would recommend. They have all had a profound effect on me and stay in my memory;
- Kes
- Land and Freedom
- Carla's Song
- Sweet Sixteen
- The Wind that Shakes the Barley
Another scene shows aspects of school life that have gone. Look at the performances of the schoolkids. Perhaps they haven't changed that much !
Could you get that authenticity or realism today? Andrea Arnold is a British director who we could compare to Ken Loach. Arnold found that the only way to find this level of realism for her film 'Fish Tank' was to use an unknown actor who she saw arguing at a train station. This allowed for a performance undiluted by acting classes which could create a level of artifice.
He saw film as a powerful medium to expose injustice and to highlight abuse of power and inequity. He has influenced creative people to us their imagination to create art that has something to say and to enlighten the public. His films are about truth and challenging those who abuse their hegemonic power. They are as relevant today as they were then and this is why his filmography endures.
Loach tries to 'keep it real' and show life as it really was. This credo has been emulated by many British directors since. Most of whom will credit Loach as being a key inspiration. For example, British female directors like Lynne Ramsay and Andrea Arnold work in this realist tradition. Authenticity comes from representing reality. We could look at some short films and investigate the influence of Loach. For example, Andrea Arnold's short film 'WASP'.
My favourite film in this style is not by Loach but you can see the similarities. 'Saturday Night, Sunday Morning' stars Albert Finney in a gritty representation of working class life in Nottingham.
Not a lot happens but the character is convincing and the mise-en-scene reveals a time and a place in post war British society that was going undocumented and was under represented in mainstream media. Audiences were more likely to see Westserns and Hollywood glamour than people like themselves depicted on the silver screen.
This was adapted from a novel by one of the 'angry young men' Allan Sillitoe. Other notable films include 'This Sporting Life' starring Richard Harris and the more famous 'Look Back in Anger' starring Richard Burton. Shelagh Delaney was another writer of plays which were adapted into films such as , 'A Taste of Honey.' These landmark British films greatly influenced television and popular culture. After these 'realist' films creative people demonstrated a desire to show a true representation of British life. Up to this point the BBC had catered for a middle class audience predominantly. Accents were all similar in plummy tones, almost received pronunciation rather than standard English. These prejudices and stereotypes continued well into the late century as the BBC felt they had certain standards to uphold as part of its remit. Anything edgy or contentious was avoided. Popular music was avoided until Radio 1 was launched in response to pirate radio stations like Radio Caroline broadcasting from the English channel. This story is told in the Working Title film that we look at, 'The Boat that Rocked.' The BBC is always been behind the curve in response to societal changes as it is an institution and change has to be incremental. This leads to criticism that it does not represent the changing diversity of the UK. For example it did not have a soap opera until Eastenders in 1984. Populist soap opera aimed at the working classes such as Coronation Street was left to the commercial broadcasters like ITV who are reliant on advertising. This was because it saw the genre as low brow, although The Archers was somehow OK because it was on Radio 4 and accessed by the middles classes.
Back to Ken Loach films... Read this article to gain an overview of his filmography.
Click this to take you to an article which ranks his films.
He doesn't always get it right and I don't think the set text is one of his best films. I think it is a bit overwrought and some of the acting is ropy. However, if you watch one and don't like it, then I encourage you to persevere as there is humour and love and passion in his films and they come form the heart. This is film-making a world away from most mainstream Hollywood product that will move you and make you laugh and cry. It is immersive as you believe in the characters and the narrative. In my opinion it provides a totally different experience due to its independent nature. The creative freedom enjoyed by the production team including the writer and the director allows film to feel authentic.
Here is my top five;
- Raining Stones 1993
- Sweet Sixteen 2002
- Kes 1969
- Land and Freedom 1995
- The Wind that Shakes the Barley 2006
Mark Kermode's choices...
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