MEST1: learner response

1) Type up any feedback or comments from your paper in full (you do not need to write mark/grade if you do not wish to).
- Overall, i have to make sure i answer/link back my answer to the question and what i write is relevant.

2) Did you succeed in meeting or exceeding your target grade in AS Media? If not, how many additional marks do you need across Section A and Section B to achieve your target grade?

- My target grade for AS media is an A and in this AS Media exam i didn't reach my target grade. In order to reach my target grade i would need to boost my mark by 25.

3) Read through the mark scheme. Pay particular attention to pages 6-9 that have anticipated content for each of the questions in Section A. How many of these potential points did you make? Did you successfully answer the questions? The original question paper is here if that is useful.

- For media representations I went into detail about the importance of family as community and strength. however I did not mention the other suggested points especially the obvious gender stereotypes of male being the breadwinner and the setting being a masculine workplace and the females spending their time in café. in turn I did not successfully answer the question.

4) Which was your strongest question in Section A? Why did you do better in that particular question?

- My strongest question was the media audience question. This may be because i found it easier to incorporate media theory in my answer. I also made sure to make 3 distinct and different points which made sure i got more marks for each point.

5) Which was your weakest question in Section A? Again, try and identify why this happened. Did you misinterpret the question? Did you run out of time?

- My weakest question was Media representations and media institutions. This is because I did not go into detail of the basic representations that were shown in the clip and I failed to use as much media language as I possibly could. In the media institution question I received the same mark. What I didn't do in this question was go in to detail and explain my points using specific references to the clip.

6) Rewrite your answer for your weakest question in Section A. This should now be a detailed, three-paragraph, level-4 response.

- Media Representations
The representation of the 'Metro Salvage' workers as a family unit is seen in a positive way. This is due to the fact that in the clip they are all laughing and communicating really well together. The main character says that this was a "family he created from scratch". This shows that they may not be related to each other but they are still close and work well together as a team. This highlights the fact that they do not need to be related to have a good relationship.


There are also gender stereotypes within the 'Metro Salvage' workers. The traditional representation of male and females can be seen in this clip as the men in the clip are seen as the breadwinner and doing all the work and the females are just there to be the wife. This is further emphasised by the setting being seen as a more masculine place to work as they are handling scraps from cars and in the clip there was a scene where the men were showing off their masculinity by working shirtless. The females stay in the domestic setting of the café which reinforces the typical gender stereotypes that are being represented. Medhurst shorthand theory could suggest that this was used to make it easier for the audience to understand what the show is about and what to expect.


Also, the fact that Lyndsey and Terry can be seen as the mother and father figure to all the workers who are seen in the clip having fun and sometimes messing about especially when they get into the tyres and roll inside them. You see Terry making sure things are in order and getting done well which shows him asserting his control and rational thinking which is typical of a father figure. Lyndsey is seen as a mother figure as she is portrayed as caring and loving towards the workers.

7) Now look at the mark scheme for Section B. Did you cover all three media platforms? Did you write about three different films in your essay? (If you missed out your independent case study this is clearly an area to revise for the real thing).

- In my section B essay, I mentioned each of the case studies I researched covering all Media platforms. However, throughout the essay i lacked consistent question focus and didn't link my answer to the question. I attempted to use media terminology such as 'UGC' and 'Cultural Capital'.

9) Choose one paragraph from your Section B essay and re-write it to improve question focus, examples and written English if applicable. Make sure it is answering the question!

-Producers have responded to the audiences use of new technology in consuming media by exploring creative new ways to reach out to the audience. One way in which this is done is through Ben Drew's Ill Manors Tag London campaign. This is when he got the audience to tweet their opinions on Ill Manors through the e-media platform twitter with the hashtag #ILLMANORS and then he went out and projected those tweets on well known London landmarks. This shows that the producer Ben Drew was able to adapt to the fact that technology is becoming a  widely used medium and create new strategies to promote his low budget film. Also, this helped as it created user generated content for the audience to get more involved and in turn create word of mouth which helps is reaching a larger audience. By projecting the tweets on well known London Landmarks such as the house of parliament a larger audience will be engaging with the media product which plays a big role in audience's consumption with the product as they will be more interested to then look up the hashtag and find out more information about the film.

10) Read the Examiner's Report in full. For each question in Section A, look at whether you included the things the Chief Examiner refers to in the stronger responses. Did any of the problems identified with some answers apply to you? Be specific. 

- Media Representation:  Although I didn't go into detail of the gender representations within the family etc. I didn't misread the sequence to believe that the scrappers were a biological family when I use an example quote from the sequence where one of the men say "family that I have created from scratch".




- Media Forms: The problem with this answer was that i didn't bring specific references from the clip to support my response. Despite the fact that I did talk about Different shots and media theory such as Uses and Gratifications.




- Media Institutions: I mentioned two out of the three descriptors of the BBC remit, educate and entertain giving relevant points but not detailed analysis to it.




- Media Audiences: This was my best answer as it was easy for me to apply the basic media theory that can be included when it comes to media audiences. I had 3 separate and distinct points to talk about. However, I didn't quite talk about the appeal of it and focused a little more on the target audience. I used a lot of media terminology in this question.

11) Now look at the Examiner's Report for your chosen question in Section B. Did your response fit the stronger or weaker examples highlighted by the Chief Examiner? What could you have done differently to improve your mark for Section B?

- My response in section B fit more towards the weaker answers as it lacked question focus and had limited reference to 'why'. In order to improve my work I could have given more specific examples to back my points and give a more detailed response explaining 'why'. I didn't focus on the consumption part of the question and failed to analyse that aspect of the question.

12) Finally, identify three things you will do differently in the real exam in two weeks. These can refer to preparation, note taking, Section A or Section B - it is up to you. 

- To prepare for this exam i will be making sure i have notes on all media theory and notes on my 3 main case studies that i will be writing about in section B. 

- I will make sure i have some exam practice before hand. I will complete 1 paper with detailed preparation before completing the question - not in timed condition. Then i will complete an exam paper in full timed condition

- To make sure that my section B is up to the best of its standards i will be doing as many questions as i can up until the actual exam and i will keep going over my case studies and make sure i have something for each case study for each aspect of MIGRAIN.

Case study research tasks

The basics

1) What is the name of the film, the director and notable stars?
- Belle
- Amma Asante
- Gugu Mbatha-Raw, Tom Felton, Emily Watson.

2) When was it released?
- 8 September 2013

3) What genre is the film? What are the generic conventions that tell you the film belongs to this genre?
- Biography, Drama, Romance

- From the trailer you can see that the narrative involves family conflict and love interests

4) What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?
- 7.4/10

Broadcast

1) Write a close-textual analysis of the trailer using the MIGRAIN key concepts of Media Studies.
- In this trailer you can see that there is a use of props character theory where the main character Dido is seen as the main protagonist of the film. There are also an antagonist character that is Tom Felton's character that has negative intentions in the film. There are a lot of enigma codes to be raised in the film as it is based on a serious topic of slavery and in order to get the audience thinking, questions are also raised within the film itself. The binary oppositions that are visible in this trailer is Black and white people and what is right and wrong. There is also an element of diversion as the audience will get to enjoy the pleasures of watching how life was like in the 18th century and how elegant and sophisticated it was through speech and costume. Not only that but there is also the uses and gratification of surveillance. This is because the audience will become more informed of the difficulties of that time period and the issues that are being brought up. From the trailer you can identify the genre of the film to be period drama along with romance. This is because of the costume and the setting of the film, how everything is set up to look less modern and of that time period. Corsets are not something that is worn nowadays.

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

This promotes the film through their headline 'GAGA FOR GUGU' as it attracts the audience through the association of gaga with Lady Gaga although the story has nothing to do with the singer. The audience will still be intrigued and continue to watch and gain interest in the film and therefore gaining a potentially larger audience.

3) Does the broadcast promotion use stars to create interest in the film?
- The broadcast promotion use stars such as Tom Felton to spark interest in the film as he is known from previous films he has starred in such as the well known Harry Potter films.



Print

1) Read at least THREE reviews of the film and provide a quote from each one.

- This film would have been OK as a total fiction but given that it was based on a true story, I found it fascinating

- A love story and the value of being honest to yourself is what Belle is about

- It showcased people (both white and black) that were willing to stand up for what is right

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

In this poster you see how it is clear in communicating what the film is about. Firstly, you have the main character larger than the other characters that are featured which indicates who the film is focused on. By having the mixed race character separated from the white characters who are all placed at the bottom together suggest what themes and questions are going to be raised in this film and the fact that it may involve discrimination as they are separate. The setting, propps and costume also tells the audience when this film is set which is the 18th century England which is especially evident from the clothing.

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

-

In this poster there is a use of various key conventions seen in a film poster. The image is positioned in the centre which indicates to the audience that she is the main character as she is also the only character seen in the poster as well. The title of the film is positioned underneath in a serif font which highlights the fact that it is a period film as serif fonts highlight old fashioned compared to sans serif fonts which indicate a more modern appeal. There is a use of highkey lighting to emphasise the fact that this is a drama film and to also make it seem as natural as possible. In the image you can clearly see the background showing the audience what kind of film it is from the props as it doesn't have a modern look as to what we are used to in this generation.

4) How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?
- The films brand is constructed using key features of Dyer's line of appeal. From the film it is evident that there is a sense of art, culture and history as it is focused on the history of the discrimination of black people and also the British culture which is also expressed through art within the film. There is also an element of self importance and pride as the main character Dido fights for the injustice done to the slaves on the ship. Not only that but it also shows at the end of the movie specifically that there is successful romance and love as Dido ends up with the person she loves despite all the difficulties that came with it. The main aspect of the film is based on rich, luxurious lifestyle which can be seen as an aspiration to the audience and also plays a main role in the film as it also focuses on the wealth of families and holds that as an importance in the 18th century


E-media

1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?
- As of what I have researched there wasn't much of a social media presence for the film. There was only the Directors social media sights one of which was made at the time of the release and therefore didn't have much publicity at the time - Amma Asante's Instagram


2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?
- There was no online website

3) Did the film run any kind of e-media based campaign to generate interest in the film?
-

4) Can you find any examples of the two-step flow theory online – did celebrities or journalists tweet or post about the film in order to promote it to their followers?
- Film4 Tweeted that they were going to be premiering the film in order to promote it to their audience again recently. - Amma Asante posted the tweet on instagram.
- Shonda Rhimes also tweeted 'run -- do not walk -- RUN to see the movie Belle. I am not kidding' to get her following of 600,000 people at the time to watch the film.

Audience

1) Who is the target audience for this film? Demographics and psychographics.
- I believe the target audience for this film is for people who are ABC1 middle/upper-class for all ages from 13 onwards as the film is based around the topic of slavery that it introduced to kids at an age where they begin to understand and take things into consideration and form their own opinions. This film would be most suited for Reformers part of the psychographics as they are more likely to be socially aware and have a better tolerance for complexity and have their own independent judgement.

2) How does the cross-media promotional campaign target this audience?
-


3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.
- This film provides audience pleasures such as Diversion for the audience that are abroad and do not live within the same culture that the film is presenting to us. This is because it gives a sense of escapism when the go to the cinema and experience a culture they have never been a part of.

4) What similar films would the target audience enjoy? Justify your suggestions.
- A similar film I assume would be A United Kingdom which is also a film by Amma Asante That has to do with the theme of discrimination between black and white people and also 12 years a slave which was released in 2013

Institution

1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?

- DJ Films                   
-Isle of Man Film
-British Film Institute (BFI)
-Metrol Technology
-Pinewood Studios


- DJ Fims - This film studio has produced other films like KiDULTHOOD, AdULTHOOD and Iron Lady. They do have a track record for films similar to these which have a target audience for a more middle class, finishing education or working a decent job kind of audience.

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

-Fox Searchlight Pictures. Other films that this company has distributed are Slumdog Millionaire, The Best Exotic Marigold and 28 Days Later.

3) Do they have a track record with this kind of film and this target audience?
- This company has a track record in distributing films that have an element of drama in them, However, it isn't similar to the kind of film Belle is. 

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

5) How successful was the film financially? Why do you think this was?
- The film was Very successful in the sense that it gained a total gross of 16.5 million worldwide. I think this is because A lot of the audience abroad were interested in seeing how the narrative of the film plays out as it is focused on a mixed race woman in the 18th century England which is often not a character focused on when it comes to films set in that time period.

6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?
- The film was more successful in the USA as they are usually more interested in cultures that are foreign to theirs and the British culture may fascinate them and make them feel intrigued to watch the film just to get an idea of what life was like back in the day in Britain.

7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?
- The film was given a BBFC rating of 12 as it shows brief sexual assault and discrimination themes. This certification is important for this film in terms of targeting its audience because it is a film based on racism and why black people are treated differently hence why its needs to show a usage of discriminatory language however it has to be clearly condemned if done so. This is important in educating the audience of why such behaviour is not acceptable and also makes them question certain points that are raised in the film.


Representation

1) What representations of people, places or groups can be found in this film?
- There were various representations to be seen in this film. The representation of white people as being racist and intolerable of black people as seen from Tom Felton's character. However, there are also the some characters that are white that go against those representations made which is seen from Sam Reid's character who falls in love with Dido. There are also representations of Britain as well as being very sophisticated and the setting being bright and calming.

2) What representation of ‘Britishness’ does the film contain?
- This film represents 'britishness' by portraying them in a very posh manner and having them speak very eloquently, including a heavy British accent. It is also portrayed in the way the actors are dressed. The females wore dresses with corsets and the males wore wigs and smart formal clothing of their time.
3) How does the representation of Britain differ to Ill Manors? 
- The representation of brutishness in Bell differs to Ill Manors as the characters are presented in a more elegant way compared to Ill Manors where the characters are presented in a more reckless and damaging way. Their clothing is more sophisticated and formal to the time whereas in Ill Manors, their clothing is more scruffy and not well put together and messy. It is as if they didn't put much thought into their attire.

4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.) 
- An ideology that I have noticed in this film is the idea that black people are not considered the same rank as white people, they are not treated as an equal. As this movie was set in a time period where slavery was common, it was normal for there to be discrimination between the races. However, the binary opposition of black and white and what is right and wrong made sure to question this belief and show a change throughout the film.


Case study comparison

1) What similarities and differences can you find between Ill Manors, A Field In England and your chosen case study film? List all that apply.

 - The similarities of the films is that they are all based in Britain.
- The difference is that in Ill manors it focuses on a modern middle/lower class society and how they are mistreated and how their life is a struggle and in Belle it focuses on a olden time upper class society and their views on society and the people in it and how they are mistreated.

The Appeal of Arthouse Cinema

Media Magazine: the appeal of arthouse cinema

1) Read Beyond Hollywood: Reading Arthouse Cinema. This is in MM45 on page 24 - go to our Media Magazine archive to find the article. Sum up the article in one sentence.
- The appeals of arthouse cinema and why its not mor popular.

2) What are some of the suggested audience pleasures for arthouse film?
- Readability of the film
- Lack of narrative closure
- Intertextual understanding

3) Why do some audiences struggle with arthouse film? Refer to some media theory here (there are some important media theories discussed in the article itself).
- The readability of arthouse films are why it is a struggle for some people, mainly due to the fact that arthouse films are made more for artistic purposes. Hence why a (niche) selective audience who can recognise the certain themes that are presented in the film are able to identify and understand.

4) To what extent is arthouse film only for the middle classes and older audiences? Why might this be the case?
- To an average extent. This may be the case because of the idea of cultural capital due to having cultural competence. Those with cultural competence in society and appreciation for highbrow art are seen as superior.

5) What type of audience would A Field In England appeal to?
- The type of audience that A Field In England would appeal to would be middle to upper class, mainly male focused around the age of 35+ and have a stable job. Adults that are interested in arthouse films




A Field In England: BFI report on the release strategy and commercial success

1) Read this BFI Insight report into the release and reception of the film. What was the purpose of the report? 
- This report addresses the key questions about the significance of the release of the film.

2) What was the budget for A Field In England?
- The budget of the film was £316,879

3) What were the key numbers in terms of cinema box office takings, TV viewers, VOD and DVD sales? 
- £21,399 theatrical revenues from 17 venues in the opening weekend
- Average 367,000 viewers during film4 free screening.
- 918,000 viewers total television audience, 1.8% of the audience.

4) What was the primary target audience for A Field In England? Does this surprise you? How does it contrast with your answer to question 5 in the tasks above?
- The primary target audience for A Field In England was ABC1 !8-"5 years old, frequent cinemagoers in the 25-35+ bracket who may have already been aware of Wheatleys work. This doesn't surprise me as it is fairly close to what I had answered in question 5. I expected it to be an audience that was part of the older generation what I didn't expect was the 18-25 years old age group that would be interested in watching this film.

5) What did the report conclude with regards to social media and the marketing campaign? How does this link to our Ill Manors case study?
- The report concluded that twitter played an active role in the marketing of this movie as Wheatley retweeted audience reviews and comments towards the film. It also said that the marketing campaign for this film was unique and would spark questions about the quality of the film

6) Finally, what was the BFI's conclusion with regards to the unusual release strategy for A Field In England? Was it a success? What evidence is provided to argue this point?
- In conclusion the film's release strategy was a success as Picturehouse believed it more or less reached the box office number that they were forecasting.