Proliferation in Hardware and Content

Case Study

Homework Media Ownership

Cross Media Convergence and Synergy inbetweeners

Homework

 June 2012


 Section B: Institutions and Audiences Answer the question below, making detailed reference to examples from your case study material to support the points made in your answer. 2 “Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to your chosen media area? You must choose to focus on one of the following media areas. You may also refer to other media in your answer. Film - Music - Newspapers - Radio - Magazines - Video games  

Cross-media convergence and synergy I believe has a big impact on how successful film marketing is. Cross-media convergence and synergy are very similar topics however, synergy is the simultaneous release of different products this  benefits for all products and cross-media convergences is the combining of two or more mediums and can happen at any of the three stages (production, distribution and exhibition) also this but also includes non-media related products such as, the coke advertisement of the film Skyfall.
   
Without cross-media convergences and synergy marketing a film would be difficult. The film Skyfall used both synergy and cross-media convergence a lot, the film had, a well-known artist release a song which was featured on the film, advertisement with coke, a James Bond fragrance, games, t-shirts, toy cars and many more marketing projects. All these benefited the film because they promoted it but it also benefited the product, for example: the coke advert would be associated with a popular film which would have promoted coke as-well. 

Skyfall was a very successful film which took a profit of about 1 billion worldwide, in comparison to ill Manors which took just under half a million. These two figures are totally different and I think this was mainly down to the budget the films had but how the film was marketed. ill Manors used synergy when Plan B released an album alongside the film however Skyfall did the same and much, much more. 

The release of Adele's single, Skyfall, created a wider range of possible consumers, but this also benefited Adele because her music was heard by a wider range of consumers and promoted her music. Adele is signed with Columbia Records which is owned my Sony and Eon productions are partners with Sony, this is an example of vertical integration. I believe that when companies work together the more people become aware of there products and this is a win win situation.

In conclusion I believe that cross media convergence and synergy are very important fro the marketing stage of promoting a film when it is used in the correct way and the film has a  significant  budget.



  

Gender Homework

How shot types helped to represent gender:

At 21 seconds into the clip there is a medium shot of the back of a woman looking up at a man with a low camera angle. This shot highlights/represents to the reader that the woman is looking up at the man which, in this case, represents the man having the most authority. Looking at the stereotype of a man, this part of the clip stays with the stereotype because he is being controlling and dominating.

There is a medium shot of the woman and when the man says "kneel" she does so and the camera tracks her. The use of this track highlights this action to the reader and this also represents the man having a higher authority than the woman. At 1.41 in to the clip a master shot shows the man pointing down at the woman who is kneeling, this shot also shows where the action will take place.There is a moment where the woman laughs and begins to speck out and the man sits down to listen, this action could represent the doubt that the woman has put into his head and this is where he begins to loss his authority. After this, in contrast to the track shot at the beginning of the clip another track shot is used but it shows the woman standing up and this represents her standing up to the man which reverses the authority roles. This act goes against the media's stereotype for women.As the woman is explaining to the man, at the last moment he begins to protest and this is shown as a tracking shot as he stands up, but the woman, shown by a close up, continuous to explain without acknowledgement which again represents the woman to be persistent. The protest from the man represents him to be stubborn by not backing down even-though he knows she is right.

Towards the end of the clip when everyone begins to say doctor, there is a medium close up shot of the woman in the red dress who hasn't said anything throughout but the reader knows she is on the man side because she is up on the balcony. She says "doctor" too which shows she is going against him to. In media stereotypes the man is always seen to rescue the woman but in this clip the roles are reversed because the woman saves everyone.

How the editing helps to represent gender:

The use of an eye-line match shows the man looking down at the woman and then the woman looking up at the man in the following shot. This helps to represents that the man in the beginning of the clip has control.When a flashback is shown there is a fade to white before and after the flashback. These flashbacks explain to the reader how the woman managed to defeat the man and this represents the woman as being knowledgeable. I little while later in the clip the use of slow-motion in the flashback of the woman breathing highlights to the reader the amount of effort and time she put into spreading the word. 

The use of CGI is used for many things in this clip but I think the most significant part is when The Doctor begins to turn back to his usual self because this shows that the woman was right and represents, in this clip, the villain is the man and the hero in to the woman and this stays with Proops theory.  All the CGI and the transformation of the doctor doesn't create realism. 

How sound helps to represent gender:

At the beginning of the clip the music is very upbeat but goes with the feel that she has been captured. As the man tells her to kneel the non-diegetic sound changes to a woman singing and it fits with the action that the villain is winning and the woman isn't. The music continuous as the man a-lines something and the music shows the readers that The Doctor is losing and that its a sad moment. The music helps to represent the man as being the villain because his actions are going against the woman and The Doctor.  As the woman begins to stand up to the man and explaining how the man has lost, the non-diegectic music changes to an uplifting sound of the woman singing. As the man releases that he is losing and he hears about the satellites the music gets louder and builds the tension. 

When the man gives out orders he specks loudly and as the woman speaks out and the music increases she also specks louder and this shows the contrast of the beginning where the man was winning and the end when the woman is winning. As the woman in the red dress says "Doctor" this represents her going towards the good side which represents her being weak because she was with the man but as soon as she saw he was losing she changed sides or she could be seen as being strong because she went against what she knew and went against the man. 

How the mise-en-scene helps to represent gender:

From the first 30 seconds you see a woman walking in black clothing which looks like adventurer clothing. This costume represents her as being a boyish, strong and not to bothered about what she looks like. In contrast the blonde woman standing on the balcony is wearing a red, floor length dress which shows her femininity and that she cares what she looks like which stays with the stereotype of a woman more than the other woman. The red dress meaning her beauty is a denotation. The connotation that the woman cares how she looks.  

The setting stays with the genre of Doctor Who because it is very science fiction like, the control panel and the vast amount of mental is the most obvious things.

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