Audiences and institutions

Section 1(b) of Key media

concepts exam
 Specialist topic = Film
• 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.
• Understand how media institutions currently operate
• Explore ideas about how audiences use media
 In addition
• the issues raised by media ownership in contemporary media practice;
• the importance of cross media convergence and synergy in production,
distribution and marketing;
• the new technologies that have been introduced in recent years at the levels
of production, distribution, marketing and exchange;
• the significance of proliferation in hardware and content for institutions and
audiences;
• the importance of technological convergence for institutions and audiences;
• the issues raised in the targeting of national and British audiences by
international or global institutions;
• the ways in which your own experiences of media consumption illustrate
wider patterns and trends of audience behaviour.
 What the specification says
• You must answer one compulsory question
based upon a case study of a specific media
industry (Film)
• Through specific case studies of the centre’s
choice, candidates should be prepared to
demonstrate understanding of contemporary
institutional processes of production, distribution,
marketing and 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
a particular medium.
 How will You be tested?
• You will have to answer a question during your key media
concepts exam
• You will need to develop case studies based on particular
studios / production companies
• This institution must be located in the contemporary film
industry and it must produce and/or distribute films to the UK.
• You will also need to discuss your experience as an
audience member of film
• You will study at least three films and be able to discuss
them at detail in your answer
 You will need to
• Study at least three specific films
• Carryout an in-depth study of two film
production companies
• Understand how British audiences
consumes films
• Understand how British film is produced
distributed and exhibited
 What the spec says
Film
• A study of a specific studio or production company
within a contemporary film industry that targets a
British audience (e.g. Hollywood, Bollywood, UK
film), including its patterns of production, distribution,
exhibition and consumption by audiences. This
should be accompanied by study of a contemporary
film distribution practices (digital cinemas, DVD, HD-
DVD, downloads, etc) and their impact upon
production, marketing and consumption.
 Case studies
• Film 4
• Working title films
• Bullet Boy
• This is England
• The boat that rocked
• Avatar
(and more of your own choice)
 Key terms
Production – distribution – marketing –
exhibition / exchange – audience –
audience consumption - institutions –
ownership – convergence – synergy –
new technologies – hardware – content –
digital international vs local
 Audience pleasures
Why do people watch films?
The Effects model The uses and gratifications
model
• Frankfurt school (1923)
• Left-wing Jewish German • US (1940)
intellectuals
• Developed critical theory • ‘Personality types’ give
• Emphasised the power of rise ‘to certain needs’
corporate capitalism owning
and controlling new media to • Categories of needs:
constrict cultural life
• Learning, emotional
• Television can make people do
things satisfaction, relaxation,
• Creates ‘mass culture’ of help with issues of
conformity
personal identity, help
• Describes media as being a
drug and the audience an with issues of social
addict identity
 Integration
• Modern ‘integrated’ conglomerates
• Original content such as a feature film is
generated by MTV or commissioned by
Paramount, then distributed by Paramount
and showcased by UCI
• Vertical and horizontal integration
 Key terms
What is synergy and convergence?
• The media industry jargon for extra ‘energy’
produced by linking two complementary
products or companies
• Helping the development of other media
industries through the sales of related music
products and through incorporation musical
performance in other products.
• Converging media industries provides
opportunities for synergy