How far does the platform on which they are consumed determine the construction of media products in your cross media study? Support your answer with reference to a range of products from THREE media platforms.
The ways in media products are viewed by an audience would influence the success of the product. In this essay I will be explaining why and how by utilising examples from case studies I have investigated.
One of the cross media's I studied was Ill manors and this film was able to reach out to its core audience through the use of E-media. This was effective as their audience is young (16-28 years of age) and most people would assume they use devices such as phones/laptops for the use of social media meaning Ill manors could interact with them. Therefore, uniting the audience under the Ill manors brand image making them feel as if they are part of a family. An example of this is the 'Tag London' campaign where people had the opportunity to see their tweets projected around famous landmarks which was a method of reinforcing Ben Drew's ideologies about supporting young people's prospects ('Inclusion not exclusion'). This was significant as the audience could collaborate and form ideas to attempt to subvert the ideologies Britain has set on young people living in council estates. Furthermore, Blumer and Katz theory of uses and gratification suggests some people of the audience of Ill manors could recognise their personal identity being portrayed by others through the quotes. Whereas A Field In England, another of my cross media study, didn't make much use of E-media because they only created a website (like Ill manors did) for the film. I believe this is because the target audience for this film could be more traditional and use the other platforms - print and broadcast- probably because they are comfortable with using technology. Therefore, the film would have produced more content (advertisement) for the other platforms knowing their audience would be more interested in traditional releases. This probably explains the use of a simultaneous release where all content for the film was on release on the same day because the audience would still watch it in arthouse cinemas as they have money to spend (psychographics: succeeders, demographics: class B).
Broadcast was used effectively by Ill manors to attract audiences and explain the purpose of producing the film which allowed Plan B to use a more formal approach. The TedX lecture is a perfect example of where Ben Drew was able to portray his ideologies to audiences and try to convince them that the film isn't used to encourage rioting or criminal behaviour but act as a deterrent where young people stop crime and people in authority supply them with hope and support. This platform would allow for an alternative audience (of his core) to view this content and see this story being told from a different perspective to the ones we see on broadcast on television. Also, it subverts ideologies set on young people by some, if not most, of the people in the lecture and if they were to hear Ben Drew's points it could be the factor which could influence them to watch the film. The two step flow model can be used to suggest Ben Drew is trying to become an opinion leader in order to gain a foothold to convert his alternative ideologies into dominant ideologies. This is because of the various appearances he has on talk shows, radio and lectures. In comparison with another cross study, The Inbetweeners movie, I can suggest their approach of releasing media products is more relaxed and not as significant to society as Ill manors. An example is when the four actors are interviewed, they are all wearing casual clothes and the atmosphere in general is comical. I think this is because they believe they already have a healthy number of people wanting to watch the film that they almost feel as if promoting it won't be worthwhile. Also, specifically to this platform, promotion wouldn't be that effective as it wouldn't engage with their young audience as E-media would. This could explain why they had a Twitter account for the film which is good way of interacting with their audience because they probably have an account too. A tweet they made was a real indicator as of who their target audience 'Good luck with GCSE results'. This infers the film does take an interest in their audience's lives as they know the results days.
The print platform is used to reinforce the ideologies of the audiences whom consume the content. With Ill manors we see the film being slated by a newspaper article (Daily mail) and this was done to support the ideologies their audience have on young people being criminals and menaces to society. This was done because print is a traditional way of reviewing films and as the newspaper's audience would probably be older, it would make sense to create a reviews based on their beliefs and assumptions. They had wrote 'Plan B is going to need Plan C' which infers the film isn't good and an audience would be satisfied with a negative review. In comparison, The Inbetweeners movie would use a more comical and informal review of the film in magazines or maybe some newspapers. This would be appropriate for an audience who are interested in the film or series as they would know it is in accordance with the characters from the film. An example is from a magazine 'the lads are out' which suggests the characters are doing something adventurous but with reference to the question, this print platform is relaxed and would appeal to an immature audience. Perkins theory can be used to suggest the stereotype of their target audience being immature is slightly true.
In conclusion, the three media platforms are all as important as each other. It depends on the target audience of the film where promotion on the platforms should be considered. With a young audience, e-media and broadcast would be most appropriate as they use devices to view this content. A older audience would be more traditional and view the content through print and broadcast. Broadcast is always a factor because it's more accessible as it covers television and conferences/lectures.
In conclusion, the three media platforms are all as important as each other. It depends on the target audience of the film where promotion on the platforms should be considered. With a young audience, e-media and broadcast would be most appropriate as they use devices to view this content. A older audience would be more traditional and view the content through print and broadcast. Broadcast is always a factor because it's more accessible as it covers television and conferences/lectures.
LR
E-media was used effectively by the producer of the film Ill manors, Ben Drew. This was by attempting to engage with different audiences depending on where content was posted. For example, with the SBTV interview we see the host (SBTV interviewee) meet up with Plan B in a room where he seems to be working on the film. We see a more informal and 'street' approach of interacting with his audience here which is appropriate for the YouTube channel's audience and Ill manor's audience as they would talk the same way as him. Ben Drew here is also emphasise to the youth viewing this that they can relate with each other and the example he has put on display is the slang and swearing used alongside the casual clothing (hoodie/jumper) he is wearing. I can use Blumer and Katz theory of uses and gratification to suggest the audience could see their personality being portrayed by Ben Drew (personal identity) and therefore would care about his progress and the film potentially as the audience would feel as if they are similar (role models). Therefore, a young audience could be grasped through the interview on the famous grime channel who are also appropriate for his core audience.
In contrast with the Tag London campaign I believe a more formal and educated approach was taken in order to attract an older audience. This campaign took to Twitter to inform people about an inequality in society by using the hastag 'Ill Manors' to share ideas, beliefs and ideologies which would be alternative to most people's readings. Uses and gratification can be used to suggest surveillance is being used to inform people on a serious matter about an outcast in society. I believe a serious approach was taken here because more mature people use Twitter over YouTube and would acknowledge the tweets and could potentially gain a better more realistic perspective of youngster's lives from estates rather than being spoon fed negatives about estates. The dependency theory suggests audiences who follow dominant ideologies set about youth would read tabloid newspapers to satisfy their beliefs instead of expanding their knowledge on a situation like this one. This is where representations are constructed which may be false by opinion leaders (two step flow model).
E-media was used effectively by the producer of the film Ill manors, Ben Drew. This was by attempting to engage with different audiences depending on where content was posted. For example, with the SBTV interview we see the host (SBTV interviewee) meet up with Plan B in a room where he seems to be working on the film. We see a more informal and 'street' approach of interacting with his audience here which is appropriate for the YouTube channel's audience and Ill manor's audience as they would talk the same way as him. Ben Drew here is also emphasise to the youth viewing this that they can relate with each other and the example he has put on display is the slang and swearing used alongside the casual clothing (hoodie/jumper) he is wearing. I can use Blumer and Katz theory of uses and gratification to suggest the audience could see their personality being portrayed by Ben Drew (personal identity) and therefore would care about his progress and the film potentially as the audience would feel as if they are similar (role models). Therefore, a young audience could be grasped through the interview on the famous grime channel who are also appropriate for his core audience.
In contrast with the Tag London campaign I believe a more formal and educated approach was taken in order to attract an older audience. This campaign took to Twitter to inform people about an inequality in society by using the hastag 'Ill Manors' to share ideas, beliefs and ideologies which would be alternative to most people's readings. Uses and gratification can be used to suggest surveillance is being used to inform people on a serious matter about an outcast in society. I believe a serious approach was taken here because more mature people use Twitter over YouTube and would acknowledge the tweets and could potentially gain a better more realistic perspective of youngster's lives from estates rather than being spoon fed negatives about estates. The dependency theory suggests audiences who follow dominant ideologies set about youth would read tabloid newspapers to satisfy their beliefs instead of expanding their knowledge on a situation like this one. This is where representations are constructed which may be false by opinion leaders (two step flow model).
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