L4-8-10 (A/A*) Intelligent response to the Q. with emerging sense of political, institutional and social context. Theories defined and applied to case of studies where necessary.
L3- 7 (B) Confident use of media terms and theories...concepts beginning to emerge
L2-5-6 (C) Emerging media terms, theories etc but without definition and proper application
L1-3-4 (D/E) Implied rather than stated sense of media knowledge
Q1 – Identify two camera shots – 4 marks (2 marks each) – eg. close up/medium shot/tracking shot/establishing shot etc. You are identifying cinematography techniques. The remaining six marks you break down by levels. You want to try to connect the Media triangle and texts relating to audience and organisations. How are these shots used to engage a target audience? On a technical level, an Establishing shot gives us visceral thrills –this is a generic marker that it is futuristic/dystopian future - generic promise – looks fantastic as a visual look – special effects. Shows off wide landscapes in which there are several SPFX being used. Uses whole wide screen in cinema. Suggesting imagery of one man or a small group against many – a Hero journey (Propp – archetypal POV) Tom Hardy – Close Up (Richard Dyer – star Persona) (Bane in Batman was Antagonist). Key protagonist. Uses and Gratifications theory – being Diverted/entertained. Self Identification –if you like Tom Hardy, go and watch Mad Max. Yvonne Tasker – Hollywood stars – she coined a phrase –Tough Guys and Wise Guys- she originally identified different stars under these headings. Sometimes stars use a role to change their star persona as a ‘vehicle’. You could also have talked about aerial POV shots as a promise of action. Says something too about the big budget production values.
Q2 – storytelling & marketing
Refer to narrative structure – 3 Act structure – Act 1 establishes space/time/place –Act 2 -Inciting incident provides conflict – Act 3 provides resolution – but not in a trailer! Open ended – Roland Barthes' Enigma Code or you pose the question – what will happen next? It is the film’s job to answer. Refer to Syd Field or Todorov or Freytag’s pyramid etc. Connect your work on advertising eg. Rosser Reeves’ Unique Selling Proposition. PT Barnum – create a buzz. Use of Voice Over to shape narrative and heroic music to underscore this. Costume codes are important to the story telling
Q3 – Representation of Gender
The visual body on display – example could be Mad Max – is the human body being fetishized? Mark Simpson was working for The Independent in 1990s coined the phrase Metrosexual – the term is contentious and pretentious but it stuck and is still cited today. Simpson identified a new market where men were obsessed with their ‘look’. Marianne Saltzman introduced the term Uber sexual – these terms are all advertising tool. Spornosexual/lumber sexual – all terms to persuade men to spend money. These terms represent the changing face of the male in films. You could bring in audience interaction with this question. Various references available – eg.James Bond. Scarlett Johansson in Avengers- ironic joke about cleaning up after male characters – post feminism. Megan Fox –transformers. You can talk about the Male Gaze – Laura Mulvery – objects against the objectification of the female body. Advertising literally objectifies the female body - the argument of most feminists is the fact that the body being broken down into an object, it dehumanizes the human – rape culture? This relates to the Effects debate.
Q4. How do organisations promote films through trailers. The Internet!! Marks gained for discussing social media. Prosumers – producers/consumers. Web 3.0 – content is coming to us based on what we’re interested in. We will spread it – trailers are produced as spreadable media. The economy stimulates the exchange of money and ideas. Media convergence –give examples. Regular updates in social media gives snippets and updates. Social Media addresses different age groups – 19-25 yr use Instagram. Older people prefer facebook? Participatory culture – Henry Jenkins. Active audiences – Uses and Gratifications. Give examples.