Independent Case Study - Media Magazine & Factsheet Research

MY CASE STUDY: Film Viewing/Distribution

TEXT/INSTITUTION: Lionsgate

MM45 - Big Screen, Little Screen, Reading Films Online (Page 20)

Roy Stafford considers contexts in which we watch films and the impact of NDM on the viewing process. 

Payment & Legitimacy

• Enormous selection of ways to watch films online for anyone with a fast broadband connection; including big brands such as iTunes, LoveFilm and Netflix with both fixed prices and subscription rates for rental or download  through to pirate operations that  offer bit torrent downloads which in the latter are of course illegal. 

MM56 (Page 50) - Roll Up! Roll Up! For The Hateful Eight Roadshow.

• "Digital projection is the death of cinema as I know it" - Quentin Tarantino

• James Cameron (Avatar and Titanic actor) and George Lucas (Star Wars) praise digital film - making especially when used alongside CGI (Computer Generated Imagery). They praise this format for its variety, immediacy and accessibility.

•  Film prints (Rush prints are one-light, contact-printed copies made from an unedited roll of original camera negative) over an extended period of time have been accepted to be a cheaper and more reliable to preserve than digital films.

• The roadshows of previous times are a cinematic experience which made going to the cinema an event to look forward to.

• Going to the cinema shouldn't just be an event in the calendar when the newest Star Wars film comes out it should be more regular event for us.  

• Hearing that 'a roadshow experience is the way to go' from the mouth of a filmmaker like Tarantino himself is pretty hard to avoid for particular audience members. The ability to have a seat for a 70mm (screen size) screening of a film before general release used to be considered as the 'hot ticket' in town. In a way, this can be seen as Tarantino's way of saying that the film industry needs to fight back against the big VoD giants out there? Netflix! LoveFilm! 

MM43 (Page 50) - Independent Hollywood

• How do we know if a film is independently produced? Is it the 'offbeat' narrative featuring quirky characters? Or maybe its the movie that pushes the boundaries? But the one thing they have in common is that they are not mainstream. E.g. Me and You and Everyone We Know

• The mainstream is exemplified by Hollywood, which aims for big audiences in order to maximize profitability.

• However, not all Hollywood productions target a mass audience, though many do. For example, the big budget 'family film' franchises such as Pirates of the Caribbean (2003).

• Hollywood is also happy to 'mop up' niche audiences via relatively cheaply made movies such as the American Pie (1999 - 2012) series aimed at young people. 

• Hollywood also produces 'prestige' product for the middlebrow audience that are designed to win awards e.g. Life of Pi (2012) but these films are not made by big studios they are made by quasi - indie subsidiaries.  

• 'Low budget does not necessarily mean low production values'

MM50 (Page 26) - Lionsgate - Can Katniss Everdeen Save It?

How can the producers of one of the biggest and most lucrative film franchises this century be at risk of financial meltdown?

• 2012 = Lionsgate was the 5th top distributor (based on box office gross) in North America. Putting it ahead of major studio rivals 20th Century Fox and Paramount Pictures. 

• 2013 = The biggest grossing film in North America was The Hunger Games: Catching Fire taking $425m at the box office. It was a typical Hollywood product featuring a big name star, conventional narrative etc but it wasn't strictly a Hollywood film... It was produced by the 'mini major'  Lionsgate a Canadian - American company that is trying to break Hollywood's domination of blockbuster movies.

• Began in 1997 as a Canadian distribution company based in Vancouver

• According to the-numbers.com Lionsgate has distributed 261 films since establishment. 

• Only 10 of the 261 films have exceeded $100m at the North American box office which is the cut off point for a film having blockbuster status. 

• Lionsgate does not actually produce many of the films it distributes as most of its 'slate' (films it distributes) are 'pick ups' (films made by other companies).

• Unlike major studios, Lionsgate isn't actually part of a major media conglomerate. For example The Walt Disney Company has five divisions that include a record label, television stations, video games as well as theme parks.

Walt Disney Divisions

• Lionsgate has four divisions across both TV & Music but it is still a small company despite owning 9 cable TV channels which occasionally play the company's films and TV programmes. 

• In regards, to size it cannot compare with established Hollywood. For example, Walt Disney's market capitalisation (at 25.08.14 calculated on number of shares x share price) was $155.33bn compared to Lionsgate $4.49bn. 

• Despite success of Hunger Games franchise Lionsgate is taking on a high risk strategy to try and compete with Hollywood head on because it isn't part of a major conglomerate. 

• Lionsgate brought Summit Entertainment  in early 2012 which was an independent producer. With this purchase they inherited the Twilight Franchise, but prior to the purchase Lionsgate had only released one $100m plus film - Fahrenheit 9/11 (2004) with a film budget of $6m; typical of Lionsgate productions. 

• Lionsgate as an independent cannot afford the risk of making big budget movies - one flop could spell disaster. For example, Warner Bros spent around $100m producing The Adventures of Pluto Nash (2002) which only took just over $7m worldwide at the box office. If Warners' film division hadn't been part of AOL Time Warner that sort of return on investment  could have spelt bankruptcy.   

• Before buying Summit Lionsgate seemed to be set on distributing low-budget films that if popular became extremely profitable such as the SAW  franchise (2002), the first instalment cost $1.2m to produce.  

• Lionsgate has also distributed the highly successful Tyler Perry films such as Madea's Family Reunion (2006) taking $63m in North America from a $10m production budget (but only $51,000 internationally). 

• Lionsgate had not made a profit for 5 years prior to the first Hunger Games film being released. 

• Their response to this lack of profitability was to compete with major studios which is an interesting move given that Lionsgate is considered a "mini - major" studio. 

• Anita Elberse (2013) - "Blockbuster strategy is the only economically viable strategy in the film industry at the moment". It originated when Alan Horn at Warner Bros ' Chose to single out four or five so-called tent pole or event films ' - which were those thought to have broadcast appeal. 

• Unless you’re Disney and own Marvel Studios, one of the most difficult aspects of this tent-pole strategy is kickstarting a franchise; so Lionsgate took a massive risk with The Hunger Games. 

-- Fewer than 500,000 copies of the first Hunger Games book had sold in 2009 when Lionsgate reportedly paid author Suzanna Collins $200,000 for the rights to the trilogy. But by the time Jennifer Lawerence was being fitted for her costume nearly 10 million copies were in print. 

-- Lionsgate then increased the film budget to $80 million but was burdened by debt... but the end of 2011. However, Lionsgate had transformed from a small name hit or miss studio to the undervalued owner of Hollywood's next franchise.  

-- However, the blockbuster strategy has not been successful for all films. The attempt to launch an 'Enders Game' franchise (2013) failed. The first film grossed = $89m worldwide on a budget of $110m.  

• The Divergent (2014) film franchise might be able to fill the gap at least partly that will be left by the Hunger Games franchise when it ends next year, which is helpful as this blockbuster strategy can be incredibly risky particularly for Lionsgate who weren't making a profit for quite sometime before the Hunger Games took off. 

• Lionsgate profitability appears to rely upon the success of the Hunger Games franchise to succeed and with the Divergent franchise only being able to fill the gap partly the question of 'Can Katniss Everdeen save Lionsgate' on the top of this article can be answered as 'no' because the franchise isn't going to go on forever. 

Media Factsheet

100 - The British Film Industry

Problems faced by the British film Industry

• The British Film Industry has been production led rather than distribution led. Which means that many films are UK made, but filmmakers have had to sacrifice distribution rights by selling the film to a distribution company. Once sold all revenue from cinema screenings, DVD & Blu Ray sales plus sales to television companies are lost.  

• An example, would be Slumdog Millionaire despite being based on a novel by a Indian writer and telling a story set in Mumbai the film is classified as British since it was financed by two British companies Celador Films and Film 4 productions. 

• Slumdog Millionaire went on to make £235 million at world wide box office. 

• The approach to film-making of selling distribution rights has meant that the British Film Industry is often described as a 'cottage Industry' which suggests the film industry is small-scale and whilst making unique products can never really compete with Hollywood-based studios.  

Not just VoD that is making the film industry suffer? Other problems that they face are as follows:

1. American actors are seen as more glamorous than UK counterparts
2. Typically, in the UK theatre acting has more prominence that film acting.
3. Film has never really been seen as a worthy art form.
4. Despite Britain having many talented production personnel, better pay and conditions sees the British greats go to Hollywood. 
5. Britain shares a native language with America so its easy for American films to be exported to the UK. 

112- Netflix: An Internet Television Network

• Netflix is available across a range of devices: Smartphones, tablets, gaming consoles, internet enabled television, computers etc. Netflix is an example of technological convergence - Two or more technologies combine into one new device/platform.

What makes Netflix different?

• Streaming market is increasingly competitive, technologies used to stream VoD become ubiquitous within society. 

• DVD rental shops have lost their market share, many went into administration some years ago...BlockBuster!

• VoD services aim to provide a wide range of films but personalized to the user. Rather than them having to wait for the right romantic comedy to be showing in the cinema coming every 2 months. 

• Netflix has a lead on VoD market of services offering original series and films for distribution. 

• Netflix are keen to make their own content rather than buying existing content in bulk. For example, 'Designated Survivor'  which is Netflix's own original show. 

NDM: Weekly News Article - W/C 27th March (58)

Facebook and Twitter could pay the price for hate speech

https://www.theguardian.com/commentisfree/2017/mar/19/john-naughton-germany-fine-social-media-sites-facebook-twitter-hate-speech

Summary

Germany's proposal to fine social media companies for failing to remove illegal content is said to be a significant moment in democracy's battle with digital giants. The German Government have published a draft law that will carry huge fines for social media networks which fail to comply with promptly removing hate speech, fake news and other undesirable content from their platforms. Social media companies will be required to explain rules & complaint procedures to users of their platforms and follow up on each and every complaint. Behind this proposed law that Germany is proposing is a believe that big internet companies don't take responsibility for their actions. 

Key Statistics

• Social media companies could be looking at fines for as much as 50 million euros for failing to comply.

• Content that is evidently illegal must be taken down within 24 hours of it being identified.

My Opinion

I definitely think that social media companies need to take more responsibility for monitoring what is being posted on their platforms. However, I do not agree with this idea that the way to do this is to produce a law because the companies are so big they might not spot everything and therefore be in breach of the law every time and face huge fines which could be very bad for them financially.  So instead, I think that to combat such issues I think that social media companies and other big internet organisations just need to re evaluate their strategies and work hard to implement them potentially with a human team rather than just leaving the work to an algorithm which is what is getting them tangled up in such situtions that this article discusses. 

NDM: Weekly News Article - W/C 27th March (57)

Teach schoolchildren how to spot fake news, says OECD

https://www.theguardian.com/media/2017/mar/18/teach-schoolchildren-spot-fake-news-says-oecd

Summary

Fake News has become a hotly debated topic, since the USA Presidential Elections between Hilary Clinton & Donald Trump. With this growing issue, the OECD (Organisation of Economic Co - Operation and Development) say that kids should be taught at school how to spot fake news, establishing what is fact and what is fiction. ThinkTank's (an organization that performs research and advocacy concerning topics)  Director for education and skills said "Distinguishing what is true from what is not is a critical skill today" and "This is something that we believe schools can do something about". Andreas Schleicher of OECD said "In the past, when you needed information, you went to an encyclopedia, you looked it up and you could trust the information to be true". However with the rise in fake news this is quite evidently not the case anymore.

Key Statistics

• Computer-based “global competencies” tests will be taken by 15-year-olds around the world alongside the OECD’s current reading, maths and science assessments, which are conducted every three years. 

https://www.statista.com/chart/6795/fake-news-is-a-real-problem/

My Opinion

While I agree that fake news is a big issue, I do not know if I could agree with the statement that how to spot fake news should be taught in schools. This is because teaching it in schools just gives the creators a more public platform to gather more ammunition to find the weak spots of society and better the spreading of fake news that they are doing. For instance, if children are only taught how to spot it on social media  because so many of us use it nowadays there are many other outlets that the culprits could exploit. They could publish on TV (through selling believable looking material to media organisations) and in the newspapers etc.  

NDM: Weekly News Article - W/C 20th March (56)

The city getting rich from fake news

http://www.bbc.co.uk/news/magazine-38168281

Summary

Many of the fake news websites that appeared during the US Presidential election have been traced and pin pointed to a small city in Macedonia and are believed to have been started by teenagers. They are churning out sensationalist stories to earn cash from advertising. The young man sitting in the cafe looks barely more than a boy - he hasn't shaved for a few days, yet he's a long way off achieving designer stubble. The hair on his chin and cheeks is still soft and his smart navy blazer and clean white shirt make him look as if he's in school uniform.It's not the image that 19-year-old university student, Goran, sitting far back in his chair with one leg crossed over the other wants to portray. "The Americans loved our stories and we make money from them," he boasts, making sure I see the designer watch he's fiddling with. "Who cares if they are true or false?" The digital gold rush has certainly provided a welcome boom for Veles. Outside the school gates, every third sixth former admits to knowing someone involved on the sites or to running one of their own. 

Key Statistics

• Goran says he worked on the fakery for only one month

• In that month he earned about 1,800 euros (£1,500) 

• But he claims that is nothing compared to his friends who have been earning thousands of euros a day. 

My Opinion

Fake news is something that has got very complicated very quickly and big social media conglomerates, news companies and similar have struggled to find a away to combat it up till now. However, now that a large majority of the fake sites have been pin pointed to Veles, Macedonia maybe companies will be able to come up with a more solid plan to combat these fake sites more than just shutting them down because people can just as easily start them back up again under a different name. At the same time, I also think it is horrendous how people are able to make a quick buck through these sites with advertising on them. They are banking off others misfortunate of believing these fake stories because many of us do not know how to spot what is real and what is not.   

NDM: Weekly News Article - W/C 20th March (55)

Google and Levi’s Project Jacquard jacket has restored my faith in wearable's

Jacket with Google woven in

http://www.theverge.com/2017/3/12/14899468/google-levis-project-jacquard-jacket-hands-on-sxsw-2017

Summary

Wearable technology... these NDM developments are coming in thick and fast. Wearable technology once promised to take us away from our phones and improve life in subtle but powerful ways. But the reality is far from it... most designs have been hampered by clunky designs & bad taste but these drawbacks highlight just how interesting Levi's new connected smart jacket is -  and why it is perhaps a bolder and more promising piece of wearable technology. The jacket which Levi's brought to SXSW (South by Southwest is an annual conglomerate of film, interactive media, and music festivals) this week in Austin is in partnership with Google's project Jacquard a division within the company’s Advanced Technology and Projects, or ATAP, group.  

Key Statistics

• Was due out this Spring but delayed until sometime in fall (Autumn) instead

• At $350 (£282.28) Levi's has chosen to position the product as a pricier than normal jean jacket.

• Nick Statt (Writer of article) says using his Apple Watch proved to be more inconvenient to fiddle with at a red light than taking his phone out for 15 seconds.  

My Opinion

Personally, once the Apple Watch came out I knew wearable technology would be the next thing to take off at some point but never did I think I would see it woven into a jacket. At the same time, in this day and age with NDM developments companies have got to be inventive which this jacket is. Despite the fact that the jacket has technology in I think it is a bit pricy, people will probably want to buy it at first because upon official release it will be the hottest new trend that everybody has to have but after that I think opinions will change to show that it is too pricy. 

MEST3 Independent case study: Basics

The Basics 
Film Viewing/Distribution

• Your chosen industry: Film

• Your chosen case study (i.e. text/institution etc.): Lionsgate

• Have you received approval for this case study from your teacher? Yes/No

June 12 - Section A Essay Practice

• Evaluate how the two trailers use the narrative technique of enigma to encourage the target audience to watch the films.  (8 marks)

One way in which product one uses the narrative technique of enigma suggested by Barthes to encourage the target audience to watch the film would be through casting characters of a similar age to the target audience of 15-24-year-olds. Casting characters of a similar age is likely to mean that the audience have a deeper investment for instance emotionally in the characters well fair  and therefore they will be more invested in ensuring that the characters are ok, for instance, the scene where the tree falls would have the audience scared for the character and wondering if they survive. Presenting an emotional attachment to the audience encourages them to watch the film as they will want that reassurance that the character is ok by the end, thus meaning that they will watch the full installment of the franchise.

Product two uses the narrative technique of enigma to encourage the audience to watch the film through its lack of dialogue which creates mystery for the audience and is likely to have them creating their own narrative expectations, thus creating enigmas about the narrative. For instance, ‘Is there more to this Eli character than she first admits? ’. The mysterious factor to the trailer and the audience creating their own narrative expectations encourages them to watch the film as they are more likely to feel a part of this cryptic storyline and want to know whether their narrative expectations of the film were correct.

• Why are media products that represent outsiders such as vampire films, so popular? You may also refer to other media products to support your answer. (12 marks)

Media products that represent outsiders are incredibly popular in my opinion as they carry unusual storylines that the audience could feel compelled to stick with and explore to the end of the film. For example, media product two is a foreign film representing a group (Swedish) that viewers may not understand very well as a result the audience are more inclined to explore it further and concentrate on the subtitles to understand the Swedish group that is represented. This is an example, of surveillance part of Blumler and Katz, Uses and Gratifications theory; suggesting that the audience uses the media in this instance films to understand what is going on around us.   

Media products representing outsiders are also very popular because they provide a sense of escapism for the audience from everyday life which is another part of Blumler & Katz Uses and Gratifications theory. This feeling of escapism is particularly apparent in the comedy genre of films representing outsiders. One such example of a film representing outsiders that provides escapism is The Inbetweeners, which centres around four boys who are seen as outsiders because they are quite socially awkward and stick out from the crowd. The Inbetweeners provides the audience with a sense of escapism as it allows them to have humour from the boys being so different as they go on their various adventures throughout the film.  

• Do you think that official and unofficial websites contribute to a film’s box office success? You should refer to other media products to support your answer. (12 marks)

Unofficial websites such as IMDB, which is an Internet Movie Database, contributes to films financial success as it gives the audience a chance to watch the trailer of the film giving them a sneak peek into the plot for the film. Such websites also have a brief synopsis of the film and cast information allowing the audience to further look into the life’s of their favourite celebrities. This supports Blumler & Katz surveillance point suggesting that we use the media to find out the latest goings-on in the lives of our favourite celebrities such as Kristen Stewart who plays Bella one of the main characters from product one.  

Official websites for media products such as The Twilight Saga also greatly contribute to the film's box office success as they attempt to bring the film to life online; through providing audiences with downloadable materials and film quizzes that extend people’s initial interest in the film so the point that they want to watch the film thus bettering its box office success. One difference that in my opinion allows official websites to contribute more to films financial successes would be that they often provide the audience with links to their other advertising materials such as social network pages and YouTube channel including sneak peeks and behind the scenes videos. These links particularly those redirecting the viewer to social networking sites such as Facebook give viewers a chance to leave their own comments about the film which is User Generated Content. The opportunity for viewers to leave their own comments is likely to benefit the film at the box office as it gives other potential audience members a reassurance as to why they should see the film coming from fellow audience members. 

NDM: Weekly News Article - W/C 13th March (54)

Fake news inquiry to review social networks' complaints procedures

https://www.theguardian.com/media/2017/mar/08/fake-news-inquiry-social-networks-complaints-policy-facebook

Summary

MP's will examine whether new offences should be created to improve the way social media companies handle complaints after Facebook's failure to remove sexualised images of children. Damien Collins, Chair of CMS (Culture, Media and Sport Committee) said Facebook's failure was "disturbing" and suggested its complaints system was 'inadequate' which was reported as part of  a BBC documentary. The CMS will decide if new legislation should be put in place to hold social media companies responsible. D Collins said "Should there be an offence for failure to act on a referral?" to the Oxford Media Convention on Wednesday 8th March. He believes it will create a massive incentive for social media companies to improve procedures. 

Key Statistics

• Facebook was in breach of its own community policy when it decided to remove just 18 of the 100 images flagged by a BBC Reporter. 

My Opinion

I think that something should definitely be done to hold social media companies to account in such instances as proven by Facebook's response to the images that were flagged they do not take complaints seriously enough. If social media companies know that there is a legislation in place which could potentially tarnish their name if they were found in breach of it then they are more likely to improve processes because no company wants their customers to have a bad image of them.  

NDM: Weekly News Article - W/C 13th March (53)

NBC invested $500 million in Snapchat IPO as part of its ambitious investment in digital media

http://www.cnbc.com/2017/03/03/nbc-invests-500-million-in-snapchat-ipo.html

Summary

NBC Universal a unit of Comcast and parent of CNBC invested $500m in Snap during its initial public offering (IPO) and has agreed to hold the shares for at least a year.Stock allocation by Snap to NBC Universal appears to be the only one made to a new investor. This allocation of stock to NBC makes them the only US media company with a stake in Snap. This investment adds to a series of hostile bets in digital media made by Steve Burke, Chief Executive since Jan 2011. For Snap, NBC Universal investment is a vote of confidence from a major media company and they say it may help to justify Snap's $28 billion valuation and encourage other companies to invest. NBC's partnership with Snap provides them with a platform to create programs using its content and brands to reach millennials. 

Key Statistics

• Other NBC investments include: $400 million in Buzzfeed and $200 million in Vox

• In total NBC has spent about $1.5 billion on digital assets in the past 18 months

• So far NBC investment has paid off: Snap's trading debut saw stock soar 44%  turning the $500 million investment into approximately $720 million on day one.

My Opinion

Social media platforms are not short in popularity at the moment and are not going to be anytime soon so I think that for any company they are quite a wise share investment, as 'Usage of social media on mobile devices is expected to continue to surge' and there is 'room for growth' (quoted from Hardeep Walia a contributor to Forbes) particularly in companies such as Snap.However, more specifically to NBC the company who has invested; they have made a wide multitude of investments which means a great deal of outgoings for which there is the possibility of some not paying off in the same way that Snap has done at the moment so they should be a bit more careful.  

NDM - Index

1. Introduction to NDM
2. MM52 - PG 13
3. Internet Video - Khadijah & Harkiran
4. Internet Video LR
5. NDM - News case study: Introduction
6. How has the news changed over the last 20 years?
7. Baseline Assessment LR
8. Ofcom - Report into news consumption
9. Decline of the newspaper industry - Economist Article
10. NDM: Build the wall analysis
11. Newspapers: The Effect of online technology
12. NDM: Future of Journalism
13. The decline in newspapers: MM Case Studies
14. NDM: Citizen Journalism - The rise and rise of UGC
15. Hyper-reality & digital renaissance
16. News Values
17. NDM: Marxism, Pluralism & Hegemony
18. NDM: Weekly news article summary
19. Alain De Botton - On the news
20. BFI - Film Review
21. Essay Question - Audience more power in production & consumption
22. Media Magazine 47 - Globalisation Case Study
23. Media Factsheet 92 - Globalism and Capitalism
24. NDM: Globalisation
25. NDM: Globalisation & Fake News
26. NDM Case Study: News on the Tweet

Identities and Media index

1. Identities and the Media: Reading the riots - Media Magazine 38
2. Post-colonialism: theories and Destiny Ekaragwa film analysis
3. Post Colonialism: Final blog tasks
4. Post-colonialism - bonus reading and tasks
5. Identities and the Media: Feminism
6. Feminism: Feminist theory and Beyonce video analysis
7. Feminism: Laura Bates Questions & Feminism: Waves of Feminism and online Activism
8. Feminism: Applying Feminism - Media Factsheet
9. Identity and Film: Media Factsheet 142
10. Identity and the wider media - Factsheet
11. Collective Identity & the media

Media and Collective Identity

1) Read the article and summarize each section in one sentence, starting with the section 'Who are you?'

Who are you?

• Whatever, we use we are all involved in constructing an image to communicate our identity whether that be fashion statements, hairstyles or something else.

• We have complex ideas about ourselves; there is a difference between the person we think we are, the person we want to be and the person we want to be seen to be.

• Our ideas of our image is significantly based on what is around us.

• Cultural values, role models and the way the media informs us about lifestyle significantly alters our image. 

I think, therefore I am?

• Not that long ago, identity was said to be firm, fixed and predetermined.

• How we presented ourselves & perceived ourselves was based on social constructs that defined the groups we found ourselves in.

• Identity used to be based on aspects outside ourselves; class, religion, gender and predetermined roles that were part of the accident of family we were born into. This was a time when the notion of individualism was less central than now. 

• We were part of collectives and image was based on meeting the predetermined expectations of the roles so identity was easily defined. MEN = HEAD OF HOUSEHOLD & WOMEN = SUBJECT TO PATRIARCHAL POWER (DOMESTIC ROLE)

From citizen to consumer

• The idea that identity could be constructed in terms of an externalized image came in the post-industrial consumer boom of early 20th century.

• At this time, there was a deliberate move to encourage people to adopt identity that Edward Bernays said 'was not based on behaving as active citizens but as passive consumers'. 

• This consumer boom was based on convincing people that you couldn't just buy what you needed to survive anymore. 

• Advertising and marketing persuaded people to consider what they wanted.

• Consumer goods were about creating and then satisfying desires. This idea was influenced by 'Sigmund Freud'. He argued that part of the human psyche was pleasure of desires being met. 

The rise of the individual

• Dominant values help shape how we see ourselves.

• In the late 60's & 70's the notion of 'individualism' began to stick; reacting to what can be seen as conformist values of the past.

• In the second half of the 20th-century people began defining themselves as individuals & wanted to express their 'difference' and 'uniqueness'. They were empowered by being encouraged to be themselves.

• Freud;s ideas seemed to imply that beneath the surface there was a core which defined who we actually are. However, Lacan said it not so simple; suggesting that identity changes based on external circumstances.

Branding & Lifestyle

• The 70's & 80's saw importance of brands (association of personality with product).

• Advertisers sell personality rather than the product so people will choose a product to suit the self-image that they have created.

• Lifestyle marketing works on connotations. Products are linked to certain lifestyles and in turn linked to a range of values.

• True individualism is overwhelmed by desire to conform to self-images that large corporations provide.

• Lifestyle magazines, blogs, TV programs, Newspaper features often advise us who we ought to be and how we ought to live our lives.

Who will we be?

• Through the anonymity of the internet we have more control over public image than ever before. For example, Little Mix singer Jesy Nelson faced a lot of negative talk about her weight when Little Mix first won the X Factor; but due to the anonymity of the internet she was able to control her public image more than see would have ever been able to before.  

Jesy Nelson has had more control over her public image thanks to the developments of the internet

• Chandler said that creating a homepage shaped materials and ones identity.

• Another big technical development is that of 'data mining' which allows corporations to meet our needs through the information that we reveal online. 

2) List five brands you are happy to be associated with and explain how they reflect your sense of identity.

I chose car brands because I feel that I am adventurous like with cars you can go anywhere you want to go. 

I chose social media brands and a digital marketing brand because I feel that I have a good understanding of the digital world and it defines who I am because I want to be a social media and digital marketing apprentice.

I think outside the box with my ideas rather than just following the trends.

3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?

• Style over substance refers to identity through media representations as being shallow leading to a culture that values 'style over substance'. I personally, agree with this view. We construct our identities so firmly based on media representations that we forget our own individual substance our own properties (attributes). For example, somebody tries so hard to construct an identity that fits the Apple brand that they forget their own attribute of being an appreciative & aspiring individual. 

4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.

• The media has an increasing dominance over us that Baudrillard refers to as 'media saturation'. This dominance of the mass media is said to result in higher cultural values being placed on external factors like a person's physical beauty in comparision with internal traits of the individual like compassion.  

5) Is your presence on social media an accurate reflection of who you are? Have you ever added or removed a picture from a social media site purely because of what it says about the type of person you are?

• I think my presence is more or less an accurate reflection; I like, follow and share a lot of scenic pictures that celebrities post and that my friends post as well as posting a few myself. I think that this says I am a keen photographer. However,  once I have posted something I haven't ever deleted it purely because of what it says about the type of person I am. 

6) What is your opinion on 'data mining'? Are you happy for companies to sell you products based on your social media presence and online search terms? Is this an invasion of privacy?

• Personally, I do not like the idea of data mining and companies trying to sell me products based on my online search terms and to an extent, I think it is an invasion of privacy. However, I am not swayed into purchasing something just because a company advertises it on the side of regular websites that I visit. At the same time, in this age, with the amount of time that we all spend living immersed in the digital world maybe data mining is the only way for companies to get our attention and spend our money with them as less of us are physically wanting to visit stores or their direct websites.   

NDM: Weekly News Article - W/C 6th March (52)

James Murdoch Calls Digital Media Space An "Unprecedented Competitive Environment"

http://www.hollywoodreporter.com/news/sky-deal-review-james-murdoch-says-we-are-an-era-ultimate-plurality-982358

Summary

Fox's plan to take full control of Sky is good for the UK creative sector, says James Murdoch in his speech at a London conference on Thursday March 2nd. He touted the entertainment conglomerates commitment to media plurality and said the digital age is an "era of ultimate plurality". Murdoch argues that there has been no other firm so committed to increasing plurality across the markets we operate in. The Fox CEO emphasized that "a commitment to creative excellence" is key to success for the company and vowed to continue investing in it. James Murdoch says "the U.K. figures heavily in that" focus on creative excellence, saying: "Together 21st Century Fox and Sky invested around 700 million pounds ($860 million) last year in original production in the U.K. alone". 

Key Statistics

• Fox is expected to formally notify the European Union in the coming days of its 11.7 billion pound ($14.4 billion) bid for the remaining 61% of European pay TV giant Sky. 

• The UK creative economy has such great potential so it is believed it is the best place to be proposing a nearly 12 billion pounds ($14.73 billion) investment, we Fox believe will be a significant driver of the UK creative industry's long term success in the global market.

My Opinion

I agree with what James Murdoch says in regards to digital media being a space of unprecedented competitiveness. As soon as NDM made its name in the industry it was something that everybody had to have and nowadays everybody is attempting to use it to its full potential and develop what they already use. However, it is a very competitive market because nobody fully understands the digital space as it is still developing so companies seem to either copy each other or do things that are very similar to one another making the market therefore very competitive and hard to keep your business name at the top of the environment. 

NDM: Weekly News Article - W/C 6th March (51)

How good journalists can face down fake newsmongers

https://www.theguardian.com/commentisfree/2017/feb/12/good-journalists-face-down-fake-newsmongers-donald-trump-sean-spicer

Summary

The untimely death of the great 'Hans Rosling' said to be one of the most gifted and humane educators of this age gave media institutions a lot of food for thought, after he delivered what what was described as a spectacular TED talk in 2006 using global data to show how the world had changed during the 20th century. He was a passionate believer in the idea that we could find illumination, if not salvation, in facts. This idea was taken greatly into consideration as the fake news crisis deepened. It turns out that the public sphere may be even more poisoned than it had been previously anticipated. Adam Tinworth (insightful blogger) wrote last week that we need to recognize the real nature of the war in which journalists are now involved. Tinworth borrows a concept from military stratergy 'asymmetric warfare' to explain why mainstream media are failing to hold Trump & co to account. 

Key Statistics

• 2006 = Hans Rosling TED talk

My Opinion

Fake news doesn't seem to be slowing down any time soon, so it is right that journalists find a more concrete method of diffusing or reducing it; the media is becoming a place where nobody knows what to believe; so something needs to be done, more than just blocking the offending websites. Blocking offending websites does not do anything to diffuse the issue because the culprits can just set up another website spreading fake news under another name. 

Identity and the Wider media

1) The Factsheet discusses how identity is a complex subject. What does it suggest defines our identity?

• Our identities are defined by the individualized experiences we have. We create a range of identities that alter depending on the context we are in at the time and our relationships with others.  

2) Complete the task on page 2: suggest media texts that could reinforce that someone is non-mainstream; edgy; a pleasure-seeker; fashionable; witty and fun; cutting-edge.

Non-Mainstream

Definition - Usually no the 'trend' and usually not what everybody else is doing

• Youth adopting uniform feared by the mainstream showing their resistance to dominant culture = Hebdige

Edgy

Definition - Tense, Nervous, Irritable  

A pleasure seeker

Definition - Person in search of amusement or enjoyment 

Fashionable

Definition - Characteristic of, influenced by, or representing a current popular style

Witty and Fun

Witty definition - Showing or characterized by quick and inventive verbal humour

Fun definition - Enjoyment, amusement or light hearted pleasure

Cutting Edge

Definition - Highly advanced, innovative, or pioneering 

3) What examples are suggested for a case study on urban youth?

• The Jeremy Kyle Show 
• Eden Lake 
• Harry Brown
• Jessie J 
• Plan B  

4) What does Hebdige argue with regards to youth culture? 

• Hebdige argues that youth show their resistance to the dominant culture through their style. e.g. They show themselves to be outside mainstream culture by adopting uniform feared by the mainstream. 

5) What other theorists are referenced alongside Hebdige? How do they link to the issue of youth identity?

• David Gauntlett - Says the media influence identity construction. This links to youth identity because it could suggest the reason for why the youth are resistance to dominant culture through their style choice. They base their style choice on what they see in the media. e.g. Uniform feared by the mainstream is as a result of what the youth see in the media. 

• Acland - Media representations of youth maintain social order. This links to the issue of youth identity as it reinforces the representations that present youths as outsiders. 

• Perkins - Says that the representation of the youth identity is constructed by those outside of the group. This links to the issues of youth identity because all if not most of the representations we see are not through youths eyes the representations are other people's opinions of the youth and these opinions are based off what those people see and hear in the media as well.

•  Giroux -  Says that media representations of youth are constructed by adults. This links to the issue of youth identity because adults fear the youth as a result of what they see in the media. 

6) How can we link our Year 12 case study on Ill Manors to youth and identity? What specific examples from the case study could be used to discuss Hebdige’s theory that youth culture challenges mainstream culture and dominant ideologies?

• Ill Manors links to youth and identity as it challenges Hebdige argument stating that youth show resistance to the mainstream dominant culture by showing people that the youth are not all feral criminals. A specific example from the film would be when 'Ed' portrayed by 'Ed Skrien' saves the baby from the burning building evidencing that the youth do care about society/.    

7) What does theorist David Gauntlett suggest regarding the media’s influence over the construction of identities?

• Gauntlett suggests that the way the media stereotypes groups may become part of how individuals see themselves and media institutions use this to their advantage as it helps them to sell their products.    

8) Do you agree that Hebdige’s view that youth culture will always seek to resist mainstream culture and challenge dominant ideologies?

• No, as just like the case study of ill manors there are many examples to suggest otherwise. Examples which suggest that the youth do there part in society to make a difference and are not all pictures of the identity that people outside of the group have constructed (Perkins). 

• These are evidence that the picture painted of youths by those outside of the group only tell one side of the story when in fact youth in society have done many things to help the local community.