Evaluate the role of digital technologies in the marketing and consumption of products in the media area you have studied.

The media areas I will be looking at is 'Ex Machina' and 'Star Wars: The Force Awakens'. Ex Machina was released April 10th 2015. The Force Awakens was released December 17th 2015.

Digital technologies play a very important role in marketing and consumption of products in the media. This is due to the fact this gets the film out to the public and makes it heard of in a variety of ways, therefore resulting in a much higher popularity. There are many forms of digital technologies. By marketing and distributing media in this way creates ease and gets the film out quickly and a lot more efficiently. Over time digital technology has improved and become a lot more beneficial to not only film companies but also to the public. This is because information about media can so widely be found and there is so much more advertisement. The ways in which Ex Machina and The Force Awakens were marketed and distributed were very different.This is because of the factors such as: budget, and the distribution companies. Also a much higher age range of people now use digital technology so distribution companies can use this to their advantage to get their film out to their particular target market. 

I think that digital technologies is very important as it's very beneficial in order for the media to be successful. Without such a wide option of digital technology the film wouldn't earn anywhere as near much profit and wouldn't have as many fans as less people would have seen it. Its a straight-forward instant way to get the film heard of. 

The way the films were marketed was very important in order for the film to be a success. Star Wars The Force Awakens had a much higher budget at $306 million.This is due to being such a popular famous film previously. This meant that they could use a beneficial assortment of marketing techniques to get the film heard of. They used posters in streets and billboards on busy roads in order to make sure it is seen. They released toys which targeted younger members of the public, this intrigued them to want to watch the film. There were trailers online and on TV advertising the film, teasers could also be found online such as on YouTube. This builds up suspense and anticipation to the viewer before the film is actually released,it enticed the public into wanting to go see the film. Newspaper and magazine articles were advertised in papers such as The Sun and Daily Mail. Also in magazines for example in Entertainment magazine. The main stars of the hit film were invited on to many talk shows this got exclusive information on the film and therefore even more people were persuaded to go see the film. Ex Machina on the other hand was a much lower budget at $15 million. This meant after the production of the film not much money was left to get the word out about the film. The marketing team however thought of an ingenious idea to use a popular online dating app 'Tinder' to create a profile for the character Ava the robot. They set it up so she said quirky and smart phrases that a robot would say. This got them heard about in the news and online; still not as big as Star Wars but for their budget they were successful. 

Digital technologies also play a very important part in consumption of the media. This is because many people would use this to view the film. The distribution companies would need to distribute the film out in different formats in order for the film to be available in a variety of ways on digital technology. Star Wars: The Force Awakens was released on DVD and blu-ray April the 18th 2016. It was also available for download on Itunes. Apps were also created for download. The film was shown in Cinemas. In America it was shown on 4,314 screens and in cinemas for 4 months. It was shown in the UK on 670 screens. 
Star Wars:The Force Awakens was created by the company LucasFilm which is owned by Disney. Disney is a conglomerate company so therefore the film was able to be distributed much more extensively. Ex Machina was also shown in Cinemas. As this film was produced by DNA Films and Film4 Films it was a British film.However the film was shown on 2004 screens in the US but 1255 in the UK.  It was released on DVD 1st June 2015. 

Both films were available online. This created the problem of illegal piracy. This meant that the companies lost money as the public would be watching for free instead of paying. For example after 12 hours Star Wars The Force Awakens already had 250,000 downloads. On the other hand more people may have brought merchandise after watching the film as they enjoyed it. 

In conclusion without digital technology films wouldn't be anywhere near as successful due to the fact marketing wouldn't be as beneficial, and the public wouldn't have as many options in which they consume their media. 

Hotel Babylon Textual Analysis- Edited

This Clip uses an establishing shot to begin with to set the scene and show the surroundings. A hand-held camera is being used as it has a shaky effect giving the audience the feeling as though they are apart of the action. In the scene tracking shots are used for example the camera follows the action when the man is being chased and follows the woman falling down at 2:05. This draws in the audience as they feel more attached to characters and can see exactly what is happening and how.This may be one of Avarados racial stereotype theories that they are pitied and made to feel sorry of.  Point of view shots are used so the audience can see the characters perspective and therefore are drawn in. Near the end of the clip when the locker is being cleared out, the pictures are zoomed in on this is because it makes the audience feel sympathetic for the immigrant who had been caught. At 3:22 the camera zooms in on the woman face to express her emotions and her agitation. This could represent the immigration officer as an antagonist. Long and Short takes are used to show the importance and represent power of the officers for example the long close up of the officers face. 

Background music which is non diegetic sets the scene and tells the audience whats happening and pin points important parts in the programme. Throughout the clip a instrumental music piece is played its quite tension building. At the beginning the tone in the receptionists voice and the way she speaks shows she's trying to stay calm but is actually very panicked. Diegetic sound is used for example the heavy breathing when the immigrants are hidden in a storage cupboard, the panic and fear can be heard in their voices and breath (this is also synchronous sound) .Showing their emotions this way helps the viewers get more involved in the show and understand the circumstances which the characters are facing. Another way diegetic sound is used is when the man is running you can hear his speeding footsteps which makes everything seem much more dramatic and rushed. Also when the woman tells them supposedly that immigration are here you can hear the mumbles and yells of the people. Ethnicity is shown through the multiple languages used showing the hotel is multi-cultural. The fear the immigrants have towards the immigration officers shows that they are lower down in the hierarchy, disproving one of Tessa Perkins theories that stereotypes are not always about minority groups or the less powerful. However the culturally diverse group do come together to gain power. The fact that all of the immigrant workers seem knowledgeable of each others cultures shows one of the racial stereotypes Avarado discovered in 1978 which is being exotic. 

A cut is used when the immigration officers find the man and chase him in the hotel corridor at around 2:50. It switches between the people in the cupboard and the man being caught to show the contrast between their situations and how some are safe yet one is going to be caught. This is gripping to the viewer. Everyone has their own personal view and beliefs on certain types of people and different minority groups and this can't usually be changed as this is what people and believe and stick by it. However the views of the immigration officer coming to remove the immigrants can change as his role in law may usually be seen as protagonist but in this case people may feel sympathy for the immigrants and then see the workers as antagonistic this links to Festingers theory 'cognitive theory' that we resist adjusting our attitudes unless faced with overwhelming evidence against it. He believed that we seek out confirmation of our thoughts/beliefs. A shot-reverse-shot is also used at the beginning of the clip when the receptionist talks to the man sitting own and tells him a reminder but is actually trying to be discrete and tell him to hide the immigrants.

The women in the hotel are dressed formally for their job. The immigration officers are dressed quite casually. The main immigration officer is followed by 2 other men who always
 walk slightly behind him, this shows that he has a lot more power and is in a higher position of authority. Another representation of ethnicity is when put in the storage 
cupboard to protect the immigrants being taken some of them pray showing their religion and culture. This could convey how they are a very tight group and hope the best for each other. This may link to the theorist Tessa Perkins theory that stereotypes aren't always negative. This is proven wrong as the view is that foreign people are immigrants. However as the clip progresses at 2:29 it's show that they are actually quite knowledgeable for example knowing about putting the jam on her gums. They also pray towards the end of the clip after one immigrant was unfortunately caught. Artificial light is used upstairs however downstairs is natural light 
which represents status. The reception who is English wears white which represents  
innocence, however the Asian woman is on black this could show the contrast between cultures. Another possible representation of this is that the clothing is showing hierarchy. 

Stereotypes Theorists.

Tessa Perkins

• Stereotypes are not always negative.
• They are not always about minority groups or the less powerful
• They can be held about one's own group
• They are not rigid or unchanging
• Not always false

These assumptions are shown or argued against in the clip from Hotel Babylon. The first point that stereotypes are not always negative is argued against at the start of Hotel Babylon as the view that all the foreign people are immigrants is represented, however as the scene progressed it was clear to see that the stereotype wasn't negative. The immigrants were actually very knowledgeable people. In Hotel Babylon the clip is about less powerful group and how they are much further down the hierarchy, below authority. Although the immigrant workers join together and help each other to try and gain power. It isn't entirely about one's own group as there were many different ethnicity groups in this scene. The view of immigrant workers can change as it has over the years and peoples views have become differed. 

Leon Festinger

Festinger's theory was called the 'cognitive theory' He argues that we resist adjusting our attitudes unless faced with overwhelming evidence against it. He believed that we seek out confirmation of our thoughts/beliefs.

Hotel Babylon and similar TV dramas are popular due to the way the programme interprets the situation. Everyone has their own personal view and beliefs on certain types of people and different minority groups and this can't be changed as this is what people and believe and stick by it. However the views of the immigration officer coming to remove the immigrants can change as his role in law may usually be seen as protagonist but in this case people may feel sympathy for the immigrants and then see the workers as antagonistic.

Avarado's racial stereotypes (1978) 

• Exotic- positive representation, showing them that they may speak multiple languages or more knowledgeable of other cultures. Conveying that they are highly educated. 
• Dangerous- Stereotyping them as violent and that that they have the control of a bad situation. 
• Humorous- this is a positive representation to an extent, it's potraying them as sociably friendly however may come across that they are also incapable of being serious.
• Pitied- Coming across weak, makes you feel sorry for them. This portrays minorities as sub-ordinate due to the fact they are in need of help from a dominant figure0

Ex-Machina Review

Ex-Machina is a psychological sci-fi thriller. It was Directed by Alex Garland who is a English novelist, screenwriter, film producer and director. A talented director was beneficial to the success of the film. The film was produced by two companies: DNA Films; this is one of the UK’s most successful production companies. Along with British television company Film 4 which is owned by channel 4.

I think the choice of cast was very successful and the actors played very good believable parts. Playing one of the leads (Caleb) was Domhnall Gleeson. He is a quite well known actor and has starred in films such as The Revenant, Star Wars: The force awakens and about time. Alicia Vikander is a well known Swedish actress. She won an academy award for supporting actress in The Danish Girl and also starred in Jason Bourne. The 3^rd actor was Oscar Issacc who played the character Nathan. He has starred in Star Wars: The force awakens and X-men Apocalypse. The characters and actors who played them Is important to me and if I think the film was good or bad. I believe that Alicia who played Ava the robot, was very realistic and used her acting skills to demonstrate how a robot would work to adapt the human world.

The film raised some ethical issues such as can there really be such high artificial intelligence. Will there one day be robots created who interpret human emotion in ways to manipulate others and get what they really want. People may believe the whole idea of robots being created with human like features is very far fetched but this film raised debates about whether this could actually take place.

My opinion:                                                                                                                                               I think that the film was based on a very innovative idea. The film was quite easy to follow however some of the language used was very scientific which to me was quite confusing. I liked that there were only three main characters, I felt that this helped to connect to each character more and see them in more depth. This helped draw me in to the film and enjoy it more. It was interesting to see how the director and writers had planned out how the relationship with Caleb and Ava was going to be. They became very close which made me as the viewer think there is some kind of emotional connection between the two. Their was a very major plot twist at the end which I found quite shocking and did not expect it. Ava turned out to just be made to use human emotion and her sexuality to manipulate Caleb so she could be free and out in the real world. I think that this made the film more gripping as all of a sudden the film headed in a complete different direction.

Even though overall I thought the film was quite good there were a couple flaws. I think that their was no need or relevance to see Nathan dancing with one o the robots and this dragged out for a little to long. Also the scene consisting of the killing of Nathan was quite stretched out. This made the tension created in the audience slowly fade out because it got slightly boring. One problem I also noticed that I wasn’t to sure about was that Caleb changed the system in the building so when there was a  power cut the doors would open instead of lock. This meant Ava could escape but then Caleb was locked in but surely if this was the case the door would be unlocked for him also.

Overall considering it was a much lower budget film I think it was successful and I would watch it again. 

Casualty Textual Analysis- Representation of Disability.

Editing                                                                                                                                     

Continuity editing was used when the men were standing in the shop. This is used so it flows and doesn't stop and start. Shot-reverse-shot is used when the man in the ambulance talks to his wife who is off screen. This is used to show the conversation is happening between two characters.A cut is used when they are switching between scenes for example when they are outside the cafe and see him nearly being hit by a car. This separates two scenes and shows where a new one begins. this attracts the audience and in this case can create tension in what has happened. Fast paced editing is used when the characters are in distress to just seeing the man collapse in the middle of the road and rush over. This builds intensity for the viewer as its a lot more rushed and quicker. 

Camera

A point of view shot is used when the man in the wheel chair admires the woman in the cafe as she walks away. This is to show his perspective, this helps the viewer engage more as they understand their views from someone else's position. Another time it used is when the man with Narcolepsy is watching the two boys on the bike. This is done so the audience can see why he is scared and panicked. this draws in the audience and creates a much more realistic tension. When the boys on the bikes follow behind the man a Wide shot is used to show not only the boys following but the environment there in. This helps the viewer realize in more depth the situation and it for more surreal. A tracking shot is used to follow the doctor in the hospital.This just shows how he acts and behaves in his working environment.                                                                                               

                           

Ex-Machina Research

• Released- April 10th 2015.
• Genre- Sci-Fi Thriller
• Producer- DNA films and Film4 productions.                                                           Film 4 owned by channel 4 founded by 1998
• Director- Alex Garland, he is English novelist, screenwriter, film producer and director, best known for his work as the screenwriter of 28 Days Later, Sunshine, Never Let Me Go and Dredd.
• Distributor- Universal studios.
  Founded: April 30, 1912, California, United States, Founders: William Swanson, Jules Brulatour. A24 in the USA
• Cast- Domhnall Gleeson as Cale starred in films such as The Revenant, About time and Star Wars: The Force Awakens.                                                               -Alicia Vikander as Ava.Alicia has stared in films such as The Danish Girl (which she won Acadamy Award for best supporting Actrees) and also starred in Jason Bourne.
  -Oscar Issac as Nathan.Starred in Star Wars the force awakens and X-Men Apocolypse.
• Budget- $15 million
• Locations- Norway and England.
• Technology- Used 4k resolution and had 15,000 mini- tungsren pea bulbs. This was because they didn't want it to look like most sci-fi films. They wanted to avoid florescent lighting.
• Number of screen - opening weekend- In the UK the film was shown on 1,255 screens and made $5,349,500. In the US it was shown on 4 screens and made $250,000. 
• Number of screens - peak number- The peak number of screens was 1255 in the UK and in the US it was 2,004.

The Seven Areas

• The issues raised by media ownership in contemporary media practice; DNA films and Film4 were the production companies that made this film. Film 4 is a British Television company. Well known in the UK and owned by big company Channel 4. DNA Film is one of UK's most successful production companies. American production companies are always seen to be more successful than British due to having the big film studios and Hollywood etc. The film companies do well when producing films gaining high box office figures and gaining a profit. They filmed Ex-Machina in 6 weeks and shown that they don't need big companies like Disney or Universal Studios to be successful.

• The importance of cross media convergence and synergy in production, distribution and marketing; The film was distributed by Universal Studios in the UK and by A24 in the USA. The companies are both based in the USA therefore the film could become available to a wider audience. Even though the film did better in the UK it was still known and seen by the USA. All the companies advertised the film to get the word out about the film this way more people would watch it and more money would then be made. 

• The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange; As technology has become so much more popular and films are available in so many different formats. More people want to watch films at home through watching it on DVD or streaming it straight on to their TV. Films are now available in so many different ways. more advertising therefore has to be done. Advertisement through trailers and posters gets the word out about the film. 

• The significance of proliferation in hardware and content for institutions and audiences; More people stream films from online straight to the TV at ease and its cheaper than going to the cinema. Also people enjoy having a DVD or blu-ray this way they can watch the film multiple times in the comfort of their own homes. A lot more people stay at home rather than going out to the cinema. Film companies therefore ave to make sure their film is available in a variety of ways to meet all their audiences needs. 

• The importance of technological convergence for institutions and audiences; Technology has benefited the film industry as they are able to advertise their film in so many more ways meaning they make more money as they get a wider audience and more viewers. Previously advertisement would just consist of posters or newspaper advertisements, where as now film industry have websites, trailers, apps, TV adverts etc. 

• The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions; One way marketting was used globally was through the app Tinder. the film compnay created a tinder profile for Alicia Vikander character and programmed it to ask questions about human life and where would they like to meet Ava.This went viral and made the film a lot more heard of around the world.

• The ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behavior; 

Doc Martin Textual Analysis

Editing 

Continuity editing is used between scenes for example when walking the dog or when the dog enters. This is used to make the scenes flow and join together without stopping and starting. Shot-Reverse-Shot is used in the first scene when Doc Martin is talking to the people doing the work on the sink. This shows the viewer that their is a conversation taking place. Fast paced editing is used when fixing the sink as its a very rushed scene and a drama. This helps set the scene for the audience and shows the predicament the characters are in. A cut is used from the scene were Doc Martin is helping with the vegetables to the scene in the room. The use of the cut could represent how he is straight to the point adn sharp. Tracking shots are also used when he was walking. These follow him down the street and show where he is walking and can also show emotion to the audience for example how he is walking e.g fast paced shows he's in a rush or angry. 

Camera 

A establishing shot is used to the set the scene. It shows the nature, greenery and country houses. This shows the location the programme is set. This is linked to regional identity. A medium shot is used to show his face and body. This shows his emotion and the audience are able to then become more drawn in to the programme. A point of view shot is used in this clip when Doc Martin looks towards the teacher. This is beneficial so the audience sees what he sees and in a way can also help for the audience to understand the emotion he feels. 

Sound 

Synchronous sound is used in the clip. For example the dog barking and the telephone ringing.Their accents are very obvious and this links to regional identity as you are able to tell they are Cornish. In the background you can hear the wind, seagulls and the sea. This shows they are close to the beach and in a seaside town. It also makes the programme seem a lot more realistic for the viewer. The use of non-diegetic sound when using background music helps to show what's happening without actually using any words. Background music played every time Doc Martin would walk down the streets. This contrasts with how he feels because it's upbeat music playing while he is angry, it's ironic. 

Mise- en- scene

The costumes used in this scene were: Doc Martin wears a formal black suit. This doesn't fit in with the regional identity. The plumbers wore navy boiler suits this shows their job role in the society. The woman handling vegetables is wearing a brown waistcoat and old looking clothes suggesting she is a farmer or something similar. The setting was quite old fashioned. There are rows of shops and houses, all of which are quite small. There are many cottages which is typical to see in Cornwall. Stone walls are also visible in the scene. In the police station the hoover being used is very out dated. In the background there is also an old computer. This is used as its a quiet old civilized town.

How is representation of disability constructed in TV drama.

Disabled people are portrayed differently to how any other person would in a TV drama. 
In 1991 Paul Hunt did a study to identify 10 stereotypes that the media use to portray disabled people, these were:

• Pitiable or Pathetic
• An object or curiosity or violence
• Sinister or Violent
• A cripple
• As atmosphere
• Laughable/A joke
• His/Her own enemy
• A burden 
• Non-sexual 
• In- capable 

British TV drama bosses from the main channels on the 11th March 2009 were to take action to ensure more disabled actors are to be cast in their programmes. 

Disabled characters are often to portrayed to be outsiders and incapable to do everyday activities. They are often seen with a carer/helper. By the media portraying disabled people in the stereotypes once discovered in 1991 says that they are continuing to carry on the stereotypes and not show another side of the disability. These stereotypes can be seen as out-dated. Disable people are not actually always used, instead it is a actor just playing the part. 

For example in the TV programme Glee. An able bodied actor Kevin McHale played the part of a boy in a wheelchair. 

In this clip it shows how Artie (Kevin McHale) struggles in his wheelchair and gets support and help from his friends. He's portrayed as needing help, he cant do everything he wants to, linking to the stereotype of incapability. He then begins to dream about walking.The character has been shown as wanting to live his life like everyone else. By dreaming this shows his desperation and how he may see him self as a burden on others. It conveys that a disabled person is seen as having aspirations to walk whereas anyone else would want their dream job or to fall in love etc.This makes the viewer sympathetic towards the character. This is beneficial in order for the audience to try relate to the character and the struggles he faces in his everyday life. This clip is focused on his life and just features other characters. This may be how the directors wanted it to be in order to try and show that disabled people aren't always just 'in the background' or 'outsiders' in the media. 



In this clip a disabled person is looked up to and admired in eye the of others. It goes against the common stereotypes and shows another side to disabled people. The clip conveys them as able to achieve whatever they want. It's showing how they are no different to anyone else and in some ways even better. This helps the viewer as then they can see that not all disabled people are the same.



In this clip disability is used in a humorous way. The disabled person is also with a carer which may suggest shes unable which links to the stereotype of incapability. Will (the person who threw the Frisbee) is very apologetic towards her however if that was anyone else he'd probably just have said sorry and that's it which links to the stereotype of Pitiable.