Key concepts

What are the 7 key concepts? M I G R A I N

Media language
Institution Genre

Representation
Audience Ideology Narrative

LO To understand what is expected from section B of the exam To think about our own consumption as an audience
AO1

Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately and with accurate and coherent written expression.
AO2

Apply knowledge and understanding to show how meanings are created when analysing media products and evaluating their own practical work.

Section B
Audiences & Institutions The Film Industry

1 compulsory question
50% of exam 25% of AS

AO1 & AO2

45mins

What will you be tested on?

Through specific case studies candidates should be prepared to demonstrate understanding of contemporary institutional processes of: 1. production 2. distribution 3. marketing 4. exchange/exhibition at a local, national or international level as well as British audiences reception and consumption. There should also be some emphasis on the students own experiences of being audiences of film.
What do the words in blue mean? Discuss in your groups, making notes.

Institution

Audience

PRODUCTION

DISTRIBUTION
buy

make

buy

EXHIBITION
sell

Films are known as PRODUCTS in the film industry like a Mars Bar for the Food Industry

market show
How does this change the way Media Students analyse films?
How would this link to Business Studies?

This unit should be approached through contemporary examples in the form of case studies based upon one of the specified media areas. Examples may include the following:

A study of a specific studio or production company within a contemporary film industry that targets a British audience (eg Hollywood, Bollywood, UK film), including its patterns of production, distribution, exhibition and consumption by audiences. This should be accompanied by study of contemporary film distribution practices (digital cinemas, DVD, HD-DVD, downloads, etc) and their impact upon production, marketing and consumption. Make reference to related media where relevant.

What is the definition of audience?

The people that a media product is aimed at and

consumed by. What can you remember about Audience Demographics?

Candidates should be prepared to understand and discuss the processes of production, distribution, marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions. In addition, candidates should be familiar with: 1. the issues raised by media ownership in contemporary media practice; 2. the importance of cross media convergence and synergy in production, distribution and marketing; 3. the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange; 4. the significance of proliferation in hardware and content for institutions and audiences; 5. the importance of technological convergence for institutions and audiences; 6. the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions; 7. the ways in which the candidates own experiences of media consumption illustrate wider patterns and trends of audience behaviour. In groups, discuss your first impression / prior knowledge
of the area you are assigned.

Question for learning: What influences media institutions?

The production of media texts is a complex and expensive process, involving the creative input of many specially skilled people. Anyone can produce a media text, if they have a bit of time, an idea, and access to a computer.

Write these two quotes and then a short paragraph discussing which you believe to be true.

We live in a world where both of these statements are true. There are many different forms of the media, and the means of production, which one used to be exclusively held by big companies, like movie studios or tv stations, are now within the reach of many.
However, this does not mean that the basic media production process has changed. Media texts, whether they are being produced by Time-Warner or a teenager, go through the same stages before they reach an audience. This is what we call the production process.

The characteristics of media institutions

lots of people on a global scale require technical and creative people to travel freely massive employers clearly defined roles for people a shared internal ideology operate in competitive global markets want to increase audiences (leading to profit or more funding) regulate production highly.

Critical theory: Institutions as a Cultural Industry

(Adorno & Horkheimer)
The media is organised to:

make similar products maximise profit be a capitalist industry makes us feel like we need them try to sell us goods and services shapes our consciousness produces a mass, passive and obedient audience have a dominant ideology (i.e. are capitalist).

The media:

The media is low quality and harmful. Do you agree or disagree?

Analysing institutions requires research. Men In Black makes for an interesting case study. Research the background to the film and comment on your findings to answer the question for learning:

Which film company produced the film and what else have they produced? Why is this significant and can you find any links? Who directed it and what else have they directed? What may have influenced the companys choice of director? Who starred in it and are they generic to that genre? How was star appeal used to promote the film? Who would each star appeal to? Who were the distributors? What else have they distributed? What links can you make? How was the film marketed? What was the most effective marketing technique? What were the spinoffs from the film? Why do films need/use spin-offs?

Homework
Complete your research for Men In Black. Compile a report on your findings.