Tuesday 31 December 2019

TV DRAMA: MONARCH OF THE GLEN


Monarch Of The Glen

Discuss the ways in which the extract constructs representations using the following:

  • Use of the camera (framing, angle, movement, composition)
  • Editing
  • Sound
  • Mise-en-scène

Friday 20 December 2019

HOW EDITING CONSTRUCTS REPRESENTATIONS

The examiners always comment on students' lack of focus on editing when analysing representation.


The notes below should help you to think about HOW editing can affect representation.
David Allison notes also available at The Media Association www.themea.org

EDITING AND REPRESENTATION
As a technical code, editing is primarily related to narrative, and many students struggle to make connections between editing and representation. They see how camerawork such as close-ups and low angles conveys status and emotion to the audience. The use of costume, props and settings functions of mise-en-scène are also pretty transparent to most students.

But what does match-on-action have to do with character or representation?
This list is designed to help you to start thinking about how editing can, if sometimes subtly, influence the audience’s reading of a character, and lead on to wider questions of representation. It is not an exhaustive list, and you should be wary of assuming these suggestions are either a) complete or b) foolproof - in the same way that black and white don’t always represent good and evil (just ask a penguin). The role of editing in representation is open to interpretation, and is greatly dependent on context. So use your intelligence!

ACTION MATCH

When following a single character (e.g. Billy Elliot dancing) this is a purely technical device. However, when an action match is used for intercutting, it can heighten the parallels/contrasts between two different characters in two different situations and offers an opportunity for juxtaposition.


EYELINE MATCH

Eyeline match usually provides insight to a character's private thoughts.

e.g. In Doctor Who: Last of the Time Lords, Martha exchanges glances with all the people she loves, as though this may be the last chance she has to communicate with them before she dies. Similarly, as she confronts the Master, it keeps cutting between her and the friends watching her, signifying that she, the woman, is the centre of the action.

FINAL SHOT

In any scene, which character or characters are shown in the final shot of the sequence? This is often the character with which the audience is expected to identify.

e.g. in Primeval, although Abby saves the day, the last shot is on Cutter, signifying that the audience is intended to adopt the male, not female, point of view. See also every East Enders cliffhanger ever.

INTERCUTTING: JUXTAPOSITION

Although typically a narrative device, intercutting can set up juxtaposition between parallel storylines, exaggerating the impact or meaning of each by highlighting a point of difference 

e.g. in East Enders: Wedding Night, the warmth, light and music of the happy pre-wedding feast is in stark contrast with the two unhappy families represented in the cold and dark whenever we cut away. This provides a more favourable representation of Asian family life over white Londoners.

INTERCUTTING: TENSION

When intercutting is used to draw two storylines together, this can be structured to create tension, and therefore heighten the audience’s identification with a particular character.

e.g.: in Primeval, intercutting between the tiger’s pursuit of Cutter and Abby’s running in with the rifle is action code and prompts the question: will she get there in time? In Hotel Babylon, intercutting offers both tension and juxtaposition: just as Adam is saving his colleague’s life with a jar of jam, another African immigrant, Ibrahim, is being lost. The tension and juxtaposition lead the audience to identify with both characters.

JUMP CUTS

These are rarely used in TV or film; when they are, they tend to suggest either a) chaos and disorder, b) self-conscious ellipsis (drawing attention to the rapid pace of the action) or c) a director who likes to break the rules!

e.g. in Primeval, two jump cuts accelerate Cutter’s preparation to slide down the zip-wire; this could be read as speedy and decisive.

MOTIVATION

A motivated edit is any transition forced on the editor by the development of the action, narrative or character. Whenever shot (a) refers to the existence of an event outside the frame, and we then cut to (b) which shows that event, that’s a motivated edit. We can sometimes judge a character’s worth or importance by the number of cuts they motivate.

e.g. in Primeval, Cutter runs away from the tiger, drawing it away from Abby.
His constant motion motivates many of the cuts in this sequence, again reinforcing his status as the protagonist, if not the Proppian hero.

PACE OF EDITING

This can imply character qualities, especially if only one or two characters are in the sequence. A fast pace might suggest energy or panic (depending on context) while infrequent cuts (long takes) might suggest calm, a casual attitude, or provide documentary-style realism. Similar effects can be achieved with slow-motion.

PREVALENCE

How much screen time does a character get? The more time we see them on screen, the more important their role. This can develop during a scene to change character’s status.

e.g. in Hotel Babylon, Adam is invisible (‘just one of many refugees’) until he steps forward to treat the diabetic maid. Suddenly, the editing favours him, and we realise his importance and skill, despite his menial status in the hotel.

SELECTION: to show or not to show

As film-makers yourselves, it can sometimes be interesting to ask what information has been included or omitted in an edit.

e.g. in Primeval, as Jenny comes under increased threat from West, at no point do we cut away to her colleagues approaching the barn. To do so might have reduced the tension in the scene; not doing so arguably increases Jenny’s apparent vulnerability. Narratively, it is also a nice surprise when the team arrive in a single cut, which contrasts with the early tiger chase (see intercutting).

SHOT / REVERSE SHOTS and REACTION SHOTS

S/RS indicates the relationship between two characters: it signifies and sometimes exaggerates their closeness or their opposition (depending on the context). The amount of time given to a character’s reaction shots can convey their status in the scene. For example, if two characters are in S/RS conversation, do they get equal screen time, or do we spend more time looking at one character, speaking and reacting? Equally (though this is also a function of camera, are the two characters framed equally?

e.g.: in Doctor Who, the S/RS between Martha and the Master gives Martha CUs and the Master MCUs, conveying Martha’s greater status as a character, even if narratively she appears defeated.

James Baker (OCR Assistant Principal Examiner G322) writes:

One approach to both sound and editing is to look at the way in which technical elements are used to create perspective or viewpoint within a sequence - a key element of the process of representation that goes beyond the identification of 'character traits'. 

By understanding, for example, how screen time, p.o.v. or reaction shots are distributed, even weaker students can see how hierarchies are established, leading to certain representations being privileged where others are marginalised. 

Stronger students are able to develop this further by discussing how the audience is positioned in relation to the representations on offer - the best answers in the June session of G322 offered some great discussion of the way in which editing frequently shifted the viewer's relationship to dominant views of gender in different scenes. 

Another important factor is the way that the editing of the sequence grants or witholds narrative information from the audience in order to encourage identification or rejection of particular characters/representations.

Thursday 19 December 2019

HOLIDAY ANALYSIS: TV DRAMA: TREME

This extract for Treme (pronounced Tremay) is set in the aftermath of Hurricane Katrina. It was one of the worst natural disasters in U.S. history because of the loss of life and the expensive damage. Eighty percent of New Orleans lay under water after the epic collapse of the area’s flood-protection system—more than 110,000 homes and another 20,000 plus businesses, along with most of the city’s schools, police and fire stations, electrical plans, and its public transportation system.

Representation: NB. Do not confine your answer to the representation of ethnicity. This is an older exam format.

To view this extract, open Clickview, go to Media Studies > TV drama clips > the third one down that is entitled G321 media studies (OCR 2015) - as below






Tuesday 17 December 2019

FILM INDUSTRY ESSAY: HOLIDAY WORK

Analyse how media institutions are using different platforms to engage with their audiences. 

This essay is a fun one to tackle with a bit of adventure and research for you to do, exploring FB, Twitter, Instagram and film websites. Be adventurous!
The question is about how distributors 'engage' audiences by using a variety of platforms (like social media or other online platforms).
Audience engagement means how distributors reach audiences and interest them.

The mark scheme is below but it is not particularly helpful so I have a suggested ways through.
  • State "I have studied the film industry" (or similar).
  • Define the scope of the essay - "Distributors engage different audiences using a variety of platforms, including film websites, Facebook, Twitter, Instagram, trailers, film posters". Engaging an audience means... / By 'engaging an audience', I understand...
  • By the term ‘engaging an audience’, I understand it to mean the process of connecting with an audience, (=involving the audience, inviting the audience to identify with the characters & themes, drawing them in); competing for their attention, triggering audience interest and feedback, offering experiences that the audience want (through social media, facilities, incentives, interactivity); understanding & retaining existing audiences (franchises) whilst attracting new audiences (younger audiences, female audiences for traditionally ‘male’ films; being more inclusive with different kinds of screenings)
  • Explain which audiences respond most to online marketing - the trend for younger audiences to be online which even older audiences are taking up.
  • How do distributors create an engaging campaign? It's a lot about strategy and a timeline, picking the right release date, creating an initial buzz with a teaser trailer, following it up with individual posters on FB and Twitter, then official trailers, interspersed with other exciting drops, inviting interactive responses. The key to success in your essay is knowing your case studies.
  • Decide which case studies best fit here: pick films that have engaged audiences differently through, for example, Twitter (Captain Marvell), trailers (Avengers: Infinity War), viral publicity (Legend). Rogue One: A Star Wars Story engaged audiences with Uber apps + Twitter + augmented reality with Nissan; other partnerships with Lego, Gillette. Ads made with Target engaged female audiences: Target’sThere’s A Rebel in All of Us” ad features three females and one man, each relating how Star Wars makes them feel like they can accomplish anything. 
  • Unlike Hollywood studio films which benefit from the synergy available from vertical distribution with its multiple platforms enhancing the distribution's advertising strategies, independent films in the UK film industry works on a smaller scale with different strategies across some similar platforms. A film like I, Daniel Blake, for example set out to appeal to audiences that valued social realism through grassroots marketing. The film's trailers were slower in pace and used tracking shots that followed the characters so that audiences got a 'real life' feel for the harsh realities of life for the troubled characters caught in the benefits system. The use of natural lighting and close-ups showed the characters' emotions and harnessed audience's sympathy. The trailer included praise by Variety and Time Out, lending it the approval of a trusted source. Social media played a part: its FB page had 70,000 likes and the Twitter page 12,500 followers and the hashtag #wearealldanielblake circulated on the internet. The Twitter page retweeted fan messages and reviews, promoting further enagement and making the film feel more personal.
  • eOne distributed Ken Loach's I, Daniel Blake. eOne harnessed the news agenda via Trinity Mirror's titles to promote it, generating conversation around socio-political themes and positioning it as a must-see film. Typical to Ken Loach's style, I, Daniel Blake contains potent social messages. The challenge was to raise awareness of the release and encourage audiences to go to the cinema by aligning the film’s topical themes with current affairs. Knowing that the film would resonate with Trinity Mirror's editorial news agenda and left-leaning readership, Zenith and eOne embarked on a multi-platform campaign with the publisher. The plan involved giving the main character, Daniel Blake, a voice across Trinity Mirror's many platforms, in contrast to the film where he gets lost in the benefits system and feels his identity fading. In print, masthead and front cover takeovers captured the attention of readers and directed them to a one-off column 'My Britain' – based on the Mirror's weekly series 'Real Britain' – where the character Daniel Blake talked frankly about the issues raised in the film. Digital content included disruptive display advertising to continue the theme across the publisher's multi-platform portfolio. In addition, the campaign also laid on preview screenings around the UK with Trinity Mirror's regional titles giving away 10,000 tickets. According to Trinity Mirror's reader research, nearly 60% of readers recalled seeing the features and said that they would see the film, making this a successful platform for this particular audience and film.
  • The distributors used the 'platforming' method with a festival run prior to release including screening at Cannes with the accolade of the Palme d'Or positioned it as worthy; its premiere in Newcastle attended by Jeremy Corbyn (as opposed to London) gave the message that the film was authentic. It also had over 1,000 screenings in a grass roots marketing movement. Thus word of mouth was built up. A 'guerilla' projection campaign had quotes from the film beamed onto buildings in Newcastle as well as the House Of Commons to grab the attention of both news media and passers-by.
 
  • Studio Canal, the distributors of the film Legend, exploited social media using viral marketing when they seized on a poor 2 star review by The Guardian film critic Benjamin Lee and on the posters positioned the figures of the Kray twins so that visually it appeared that the film had swept the boards with 5 star reviews. Benjamin Lee tweeted the story and it went viral. His unimpressed review has actually helped Legend go viral just as it received its UK release. His tweet was shared over 11,000 times and seen by over 1.4m people. The “story” was covered by sites including the BBC, Buzzfeed, TIME and Mashable.
  • Use your own experiences to support your explanations about current trends. You have made a start on this paragraph.
  • Disruptors to the film industry include Netflix who have largely bypassed traditional cinema exhibition by delivering films directly to audiences without a distributor. To read more see this written in 2017 when Netflix was less likely to create individual profiles for a movie. This is because instead of working to drive the very specific action of selling tickets on a particular day, the goal for Netflix is a bit fuzzier: to provide an attractive enough overall catalog of content that maintains current subscribers and converts new ones. Equally, with Netflix there is no place for a poster to be displayed. Because Netflix’s movies, for the most part, aren’t distributed theatrically (the major point of differentiation between Netflix and rival Amazon), these won’t appear in theatre hallways - Netflix have just acquired a cinema, so this may change - and these movies are not released on DVD, there’s no need to create something that can be translated to box art. 
  • “Netflix have disrupted the usual distribution system and engage their audiences through subscription with an internal system of advertising and a stream of emails to existing subscribers advertising their latest  addition to their catalogue. I receive notifications on my smart phone as well as recommendations through the algorithms that Netflix uses on their platform.”
  • Roma also had a film website www.romathemovie.com (with trailers, social media links, ensemble and individual character posters including those proudly announcing Golden Globe nominations which would engage prestige audiences, Cuaron interviews and Q&A sessions, interactive invitations to 'share your memories of Roma #MyRoma'), 
  • Roma also had a FB presence, Twitter #ROMACuaron
  • The exam board expects us to draw on theory. Henry Jenkins (who writes about the role of fan production and consumption in the online age, and about participatory culture) emphasises the positive effects of the digital revolution - digital media cultivates online communities and allows audiences to express themselves in positive & creative ways through fan engagement. This could be illustrated by the hilarious fan video for Captain Marvell
  • Clay Shirky argues that that everybody makes media and that the media industry is increasingly driven by audience feedback systems. Thus YouTubers can make and distribute content as never before; Instagram and Twitter users can create followings that rival established media broadcasters. Think of all the fan sites and fan versions of films. As digital distribution enables audience feedback with 'likes' and 'shares', viral marketing can be a curse or a 'golden ticket' as Ben Lee found when his 2 star review of Legend went viral for the wrong reasons and 'was spun into movie marketing gold'.
  • Shirky: the effects of the digital revolution on film marketing