MEST1 Section B: Independent case study

Paddington

What is the name of the film, the director and notable stars?

• Paddington
• Director: Paul King
• Starring Hugh Bonneville - Sally Hawkins - Julie Walters - Jim Broadbent - Peter Capaldi - Nicole Kidman - Ben Whishaw

When was it released?
2014

What genre is the film? What are the generic conventions that tell you the film belongs to this genre?

• Paddington is a 2014 British-French (due to StudioCanal distributing the film) family comedy film. 
• It contains aspects of comedy which has an appeal that is associated with a family audience.

What was the critical reception? What is the film rated on IMDB or Rotten Tomatoes?
IMDb - 7.2/10
Rotten Tomatoes - 98%
Metacritic - 77%

Broadcast

M – Media Language

• 
  

I – Institutions

• The institutions behind Paddington were Heyday Films and StudioCanal.
• The institution benefited massively from this movie as it has gained major profits due to its unique family experience but a sense of entertainment with some elements of humour.
• Paddington is one of the highest-ever grossing non-Hollywood family film after banking $200m at the box office
• This sum reveals the fact that it became the highest-ever grossing non-Hollywood family film
• Movie took £34million in Britain in 2014 having been released in November

G – Genre

• Paddington falls under the family comedy genre with many elements to further augment the notion of the movie's appeal towards the younger audience.
• The use of a teddy bear as the main star is important as teddy bears are associated with children. 
• Younger audiences gain a sense of personal identification with the characters as it resembles their household - main reason why this film is regarded as a family movie.

R – Representation

• The use of a teddy bear as the main star is important as teddy bears are associated with children. 
• Younger audiences gain a sense of personal identification with the characters as it resembles their household - main reason why this film is regarded as a family movie.

A – Audience

• Demographics – age/gender/socio-economics
• Primary: 5 – 15
• Secondary 20 – 75 (older fanbase – 1958 book published). 
• Preferred, Negotiated & Oppositional reading - Preferred: children - Negotiated: parents Oppositional: Teens, people who question stereotypes. 
• Uses and Gratifications - Diversion 
• Young and Rubicam - Mainstreamers 
• Mass/Niche - Mass – global release – 40 languages.  
• Two Step Flow theory - Producer & actors will hype up the film during premiere and chat shows. 
• Hypodermic Needle - Romantic view of immigration & Patriarchal ideologies.
• The use of colour also targets an audience of younger children, the bright colours in the establishing shot of the cars and the bright colours in the scene with the bear in the bathroom all are used to encourage children to want to see it as children are attracted to bright colours.

I – Ideologies and Values

• 
  

N – Narrative

• In the interest of galvanizing the narrative and amping up the peril, the directors have made a cheerfully silly, action-heavy chase plot that has heavy similarities as the movie “101 Dalmatians,” complete with its own Cruella de Vil: bleach-bobbed taxidermist Millicent Clyde (Nicole Kidman), who’s determined to nab one particular Peruvian breed of bear for her collection.

Find examples of television promotion on YouTube (adverts, chat shows, ‘red carpet’ interviews etc.) and post them to your blog along with an explanation of how these promote the film.

Does the broadcast promotion use stars to create interest in the film?


Print

Read at least THREE reviews of the film and provide a quote from each one.

Empire - Marmaladen with gloriously silly jokes, pitch-perfect performances and incidental detail, this is a warm, witty and wondrously inventive great big bear-hug of a movie.

Common Sense Media - "Paddington" is a delightful film version of the beloved book by Michael Bond.

The Telegraph - "the new version of Paddington, brought beautifully to life by Ben Whishaw and the digital artists at the visual effects house Framestore, is every bit as sweet and charming as Bond’s original creation."

Find examples of print promotion (e.g. film poster, billboard adverts etc.) on Google images andpost
them to your blog along with an explanation of how these promote the film.

Choose ONE print advert and write a textual analysis of what it communicates to the audience.

How is the film’s brand constructed? What does the brand connote? Does it remind you of any other brands or similar films?



E-media

1) Research the film’s presence on social media: Twitter, Facebook, Instagram etc. How does the film’s social media presence help promote the film?

• In terms of twitter, there is a official, verified account for the Paddington bear. This account is still, to this day, frequently updated. 
• Similarly, we can find the same with Facebook. Instagram on the other hand is also verified and updates frequently but maintains a constant theme to help create a specific brand image to represent Paddington. He has 17k followers. 
• The way the media depicts the bear as a real life figure, helps create the pleasure of recognition and creates synergy.

2) Analyse the official website for the film. How does it use the film’s brand? What examples of synergy can you find with the other platforms?

• The website also, like the brand, uses the same colour scheme. 
• We can see the use of contrasting, primary colours which establishes the target audience - children. 
• The website consists of in-depth information on e film and new, upcoming details associated with paddington. 

3) Did the film run any kind of e-media based campaign to generate interest in the film?

• Visit London created a dedicated section of its website where visitors can download a trail map, share pictures and read more about the stories behind each statue. 
• Visitors are encouraged to share their experiences on social media using the hashtag #PaddingtonTrail. 
• This trail was an immensely clever yet original technique utilised by the film marketers in order to drive hype up around the film. 

Audience

1) Who is the target audience for this film? Demographics and psychographics.

• Firstly, the primary audience that I think would be suitable for Paddington is 5 to 15yrs, with an equal split between both genders. 
• However , a secondary audience could be put in place as it would be 16 – 60 yrs. 
• Due to the fact that the Paddington bear franchise started in 1958, the older audience can find personal identification with the movie; it brings back pleasant memories. 
• Also, the secondary audience is attracted to the film because of their children too. 

2) How does the cross-media promotional campaign target this audience?

• The activity appeals to children because of stimulating, fun experience it provides and the parents of these children (secondary audience) are provided an activity thats gives them the opportunity to see their children happy. 
• Also, they may enjoy seeing London landmarks and reminiscing on their own childhood pleasures.

3) What audience pleasures does the film provide? Think about the BFI lecture on audience pleasures in British film.

• According to Blumler and Kats, there are four key uses and gratifications of any media text. This film to an extent serves its audience all of these. 
• Firstly, diversion, the film provides this, as do most media texts, because it is a narrative based on someone's life. We delve into the story and forget all of our own issues. In other words, the film acts as a form on escapism. 
• Next, personal relationships. This is very strongly shown in the film as we become attached to the bear and endure extreme anxiety/relief watching to see the outcome of his journey. 
• Following this, there is personal identity which viewers may experience. This refers to seeing yourself reflected in the text. Viewers may see this in the mother, father or children characters. Some individuals may even see themselves reflected in the villain or even the bear. For instance, the bear experiences identity issues and feels lost, perhaps viewers can relate to this.

4) What similar films would the target audience enjoy? Justify your suggestions.

• The primary target audience are children and therefore likely to enjoy animated films, like Paddington. 
• Also, they are likely to enjoy films revolving around animals and adventurous occurrences. 
• The secondary audience are more likely to have a lot of variety in what they watch considering their age. 
• However, we could argue that if these people are more likely to have children they may be more likely to watch child friendly films. 
• On the other hand, those watching because they are reminiscing on their childhood pleasure, may also watch other films that serve this e.g fantastic beasts.

Institution

1) Which film studio produced the film? What other films have they produced? Do they have a track record with this kind of film and this target audience?

• Two film studios that produced the film were StudioCanal and HeyDay Films. 
• HeyDay films have produced almost all the Harry Potter films such as Harry Potter and the Chamber of Secrets or Harry Potter and the Order of the Phoenix as well as The Boy in the Striped Pyjamas. 
• StudioCanal, the French film production company has produced 71', Macbeth, Shaun the Sheep Movie and many more.

2) Which company distributed the film in the UK? What other films have they distributed?

• They were distributed by the Weinstein Company. 
• They have distributed many well known films such as Scary Movie 4, The Imitation Game, Silver Linings Playbook, The King's Speech and more.

3) Do they have a track record with this kind of film and this target audience?

• We could argue that the Silver Linings Playbook is somewhat similar in that the narrative follows the generic code (Todorov's narrative theory.) 
• In terms of target audience, 'The King's Speech' targets an audience who enjoy watching a shamelessly British film, like Paddington.

4) What was the budget for the film?
38.5 million

5) How successful was the film financially? Why do you think this was?

• Paddington was enormously successful in terms of finance.  
• In he uk, it took in £5.1 million/$8million on its opening weekend, and topped the box office for two weeks. 
• It opened at no.1 at the Japan box office in January 2016 with $1.1 million and went on to gross $5.7 million. 
• For the week ending 24 December 2014 it topped the box office in Australia. 
• The film's budget was $55 million and managed to make $76,223,578 million domestic gross.

6) Was this film more successful in the UK or worldwide/USA? Why do you think this is?

• Paddington was number 2 on the 2014 list in the UK for films and was more successful in UK hitting $53.5 dollars, whereas it hit $8.7m in the USA. 
• However, it still reached a very successful ranking in the USA. 
• We could argue this is because of the typical British representations apparent in the film. 
• These tendencies appeal to American audience, explaining the success of the film in America.

7) What certificate was the film given (12A, 18 etc.)? What was the reason for this certificate? Is the certification important for this film in terms of targeting its audience? Why?

• Paddington is given a PG rating which is expecting considering the film's family friendly based narrative.

Representation

1) What representations of people, places or groups can be found in this film?

• This film represents people as typically British. This links to setting - London. 
• The people, group and setting all are congruent with strong British ideals. 
• They are all similar in that they are represented as grand and as dominant representations outside countries such as America hold.

2) What representation of ‘Britishness’ does the film contain?

• Paddington offers a representation of Britishness that is shamelessly British. 
• The film revolves around providing viewers with consistent references to London such as London landmarks despite the journey actually being a lot shorter. 
• It celebrates its rich cultural heritage and constantly fixes on the stereotypical British tendencies Londoners bear.

3) How does the representation of Britain differ to Ill Manors?

• Ill Manors is a unique, urban crime film that revolves around a series of characters, all of which are striving to survive the vicious cycle of violence that inundates them. 
• These characters plots appear separate but eventually intertwine. 
• This film creates a gritty, dark representation of Britain. 
• It portrays the alternative representation - a broken Britain. On the other end of the spectrum, Paddington revolves around one family and a bear. 
• The narrative revolves around a bear trying to find a home in London. 
• With the film, we are shown famous London landmarks and typical British tendencies and stereotypes. 
• These stereotypes are anything but gritty or dark, they are shamelessly British, providing a celebration on London's rich cultural heritage.

4) What values and ideologies can you find in your chosen film? (E.g. The King’s Speech is extremely patriotic, pro-monarchy etc.)

• The main ideology apparent in Paddington is reinforcing a strong sense of English culture and its stereotypes.
• It values typical British tendencies such as politeness, kindness, pity, sympathy,forgiveness and most importantly a strong moral compass or simply humanity.

MEST1 PPE: learner reponse

Mark: 42/80
Grade D

Type up any feedback or comments from your paper in full.

• Way too much reliance on diversion - not specific enough
• Much better here but lacks specific references to the clip
• Need more focus on the questions throughout 
• More from other films in your answers 

Did you succeed in meeting or exceeding your target grade in AS Media? If not, how many additional marks do you need across Section A and Section B to achieve your target grade?

• I did not succeed in reaching my target grade. 
• My target grade is a A so it is clear that I haven't reached my target. 
• I needed 17 marks to reach a A grade.

Read through the mark scheme. Pay particular attention to pages 6-9 that have anticipated content for Which was your strongest question in Section A? Why did you do better in that particular question?

• My strongest question in Section A is question 3. 
• This is mainly because we had to discuss the intentions that BBC had on their programmes. 
• It was easy to discuss the main points as we have studied thes

Which was your weakest question in Section A? Did you write about three different films in your essay? (If you missed out your independent case study this is clearly an area to revise for the real thing).

• The last question was my weakest and I think I could've done better by using the

Again, try and identify why this happened. Did you Now look at the mark scheme for Section B. Did you cover all three media platforms?

• I did cover all three media platforms whilst also using three films in my case study. 
• However, the knowledge on A Field in England and Paddington still needed to be revised.

Question focus in the most important factor for a top-level response. Did you use the key words in the question in every paragraph? Did each paragraph contain a topic sentence that used the key words from the question?

• I don't feel as if I used the key words in every paragraph but they were definitely used in some parts of the answer. 
• There wasn't a clear topic sentence for every paragraph which really needs to be improved. 

Choose one paragraph from your Section B essay and re-write it to improve question focus, examples and written English if applicable. Make sure it is answering the question!

Read the Examiner's Report in full. For each question in Section A, look at whether you included the things the Chief Examiner refers to in the stronger responses. Did any of the problems identified with some answers apply to you? Be specific.

• A problem that was identified by the Chief Examiner was that some answers used a general reference to the sequence's content which meant that there wasn't enough precision in my answer which effectively didn't answer the question.  

Now look at the Examiner's Report for your chosen question in Section B. Did your response fit the stronger or weaker examples highlighted by the Chief Examiner? What could you have done differently to improve your mark for Section B?

• My response was around the middle as it lacked question focus and reused a lot of cross media study which meant that there was just facts and figures
• There wan't any real media interpretation in the answer to the question.

Finally, identify three things you will do differently in the real exam in two weeks. These can refer to preparation, notetaking, Section A or Section B - it is up to you.

• I will need to improve my answers to Section B
• Revise my cross media study 
• Revise the theories to the media concepts. 

MEST1 Section B: essay plan

Section 2: Broadcast - iLL Manors (trailers/music videos)
Talk about narrative structure, Todorov's theory of equilibrium - trailers aren't representative.
Political context synergy - Bloomler and Katz, Uses and Gratifications.

Section 3: Broadcast/e-Media - TEDx Lecture
Imaginative - contextuality with the film and characters. Different audience, white middle class, 'Guardian readers', social change and politics.

Section 4: Print - Branding
How was the brand constructed - MeS - setting, colour, image, font. CD packaging, DVD, film poster, billboards.

Ill Manors e-media: Tag London campaign

Summarise the Ill Manors Tag London campaign in 100 of your own words.
The Ill Manors Tag London is a campaign to promote the movie to a city-wide scale. This campaign is initially made to promote the movie however there is a clear positive repercussion with people expressing their opinions electronically on platforms such as Twitter. Additionally, the campaign has provoked a response as people used this hashtag as a chance to voice their opinions. The fact that it was being screened at major landmarks suggests that people that were generally not associated with the genre and the class are being notified about the hidden truths. This technique is a unique wayto promote the movie.

How does the Ill Manors Tag London campaign help to promote Plan B, the soundtrack and the film?
With the progression with the campaign, it has helped promote the film not only through the use of hashtags on Twitter itself, but also through their projection on landmarks throughout London. These techniques have allowed Ill Manors to be successful in terms of how the gross is compared to the budget.

What synergy (links) can you find between the Tag London campaign and other texts you have studied as part of the Ill Manors case study?
One of the main aspects of synergy here are present between this campaign and the music video. The tweets that were posted during the campaign had themes that were very similar if not identical to what the Ill Manors music video had to offer in terms of opposition to the existing sense of establishment within the country. Not only this, but the campaign video also had scenes from the music one further showing the relationship between the two.

Why might user-generated campaigns like this be more successful than traditional media campaigns? Offer three different reasons UGC-driven campaigns are popular with media institutions.

Choose FIVE of the tweets above and for each one write what target audience the tweet could appeal to (demographics/psychographics) and then link the tweet to one other media text you have studied as part of the Ill Manors case study (TEDx lecture, music video etc.) Justify your link for each tweet using examples from the film/promotional material.

Ill Manors e-media: social media research

Facebook

https://www.facebook.com/ILLMANORS/


How many 'likes' has the Ill Manors film page had

29,685 likes

What is the top of the page promoting?

The top of the page is promoting the film that is in DVD. It is giving out information about the release of the film.

Choose five of the posts on the page's wall, screengrab them and explain how they appeal to the Ill Manor's target audience.

The BRIT Awards is a major ceremony celebrating the British talent. The fact that Plan B was nominated is a big deal in terms od promotion of the film. This screengrab is promoting his nomination in the Brit Awards.

This screengrab is promoting the BFI Academy for younger kids to join to. This is important as it is providing young people a chance in a competitive society. 

Ben Drew 'Plan B' winning a MOBO prize gives the desired promotion needed to make this film a success. This award however was for the single which is also used to promote the film.

To give back to their audience, the film organisation has decided to have a film screening in a prison that they used. I find this intriguing as it provides a connection with their audience.

The British Independent Film Awards has nominated Ill Manors which celebrates their success. This is important as the word 'INDEPENDENT' is significant as the success of the film is greatly enhanced. This is promoting this Awards evening on their Facebook page.

Find three examples of synergy with other platforms (links to broadcast clips or newspaper/magazine articles). Explain how each one promotes the film.

There is a clear use of connections between NME and IllManors. A sense of synergy can be seen displayed in the magazine in how NME covered Plan B in their piece titled: 'Plan B attacks David Cameron over last year's riots.' The main link between this image and that article is that there's a sign saying 'PLAN B CALLED DAVID CAMERON A C**T!' and these views are the exact same that are seen in that same article.

This post could be said to link to the DVD extras of Ill Manors particularly in the sense that it discusses the emergence of 'untrained actors.' This is something we're shown in the extras with people like Sasha Gamble and Lee Allen not having any prior experience in acting but still being cast in the film.

The post above links in with the trailer in the sense that the exact same phrase we see in the beginning of the trailer is used in the description: 'We are all products of our environment. Some environments are just harder to survive in.

Twitter

How does the Ill Manors Twitter feed use the Ill Manors brand to promote the film?

The Ill Manors Twitter feed uses the Ill Manors brand to promote the film by having things such as tweets and also retweets from publications made by newspapers, but also notifications as to any notable things happening with the promotion of the film. 

What hashtags are used on the Ill Manors Twitter feed?

#iLLManors, #PlanB, #PlayingWithFire, #Loveit, #RealMovie...

How has the Ill Manors Twitter feed used pictures to help promote the film?

The feed uses pictures to help promote different aspects of the Ill Manors brand whether it be a performance by Plan B/Ben Drew himself, accolades given to the film or people doing things like showing themselves downloading the Ill Manors album.

Find examples of the Ill Manors Tag London campaign in the Ill Manors Twitter feed and explain how they help to target the right audience for the film.

Examples of the TagLondon campaign lie mainly in retweets of posts from a dedicated account called @taglondon. With this we can see that for the campaign alone, the institution developed an account to help promote these tweets on. In addition to this is an actual picture of one of the projections of the tweets near the London eye, perhaps as a way just to encourage more people to post the hashtag.

Ill Manors e-media: website analysis

What examples can you find of the Ill Manors brand on the Ill Manors website homepage screengrab above?

• Inside the website, it contains many elements of its brand and how it is enhanced towards the public. 
• Examples of this notion is when the Ill Manors brand on the website screengrab range from the very logo itself to the appearance of characters that starred in the film. 
• It also has the same sky that we can find in the poster for the film. 
• This provides synergy within the brand and how it is promoted.

How does the website encourage the audience to buy or interact with Ill Manors products?

• The website has connections with the genre and the movie's target audience. 
• Interestingly, the website encourages people to interact with Ill Manors products through their 'buy' section placed on the website. 
• Also, another important technique used by Ill Manors is when it says 'ON BLU-RAY, DVD, DOWNLOAD AND ON-DEMAND NOW'. 
• This call the audience to call into action; however more simply in the centre of the page below a window on a house: 'ILL MANORS BUY NOW' which has an evident meaning.

Now look at Plan B's official website. How does it use social media in terms of content and design? Why might the website designers have wanted to create the look and feel of a social networking site?

• There is many techniques that Ben Drew (Plan B) uses to create a modern look containing the elements of social media to connect with the audience and increase interactivity. 
• The layout of his website can be said to reflect that of a blog or in fact a social network like Twitter. 
• This is important as it connects with its audience and what is in demand at the moment. 
• People can relate with the website and find similarities with Twitter. 
• This can be said especially with the fact that some of the posts on 'The Wall' are set out in a manner like Twitter - username up top and tweet below.  
• Interestingly, To top this off is the fact that there is a section called 'The Wall,' something popularised by social networks like Facebook.

Scroll back through the wall to look at posts from around the release date of Ill Manors. How does this statement on Ill Manors link to other texts we have studied as part of this case study? Do you agree with his claim that he "won't justify" the riots? What does this statement suggest about the representation of young people in Plan B's film and music videos?

• There is many links towards other platforms of e-media. For example, this  links essentially to the TEDx lecture in which Plan B discussed the use of the derogatory term 'chav' by not just members of the public but also newspaper publications. 
• He discusses the exact same thing here while also talking about him not condoning or justifying the riots. 
• I agree with the claim he made in the article about this in the sense that through the Ill Manors products what he attempts to do is display the life that a lot of the participants in the riots went through and establish that as somewhat of a cause/reason they did what they did.

Why do you think social media is overtaking official websites in terms of film promotion?

• Social media is overtaking official websites mainly due to the fact that social media is just a lot more easy to access than them. 
• Pre-installed on people's phones and something predominantly used everyday, the networks are a perfect place for institutions to promote their products on. 
• As well as this is the fact that social networks offer most of the features that an official website would to an institution perhaps bar a few customisation options e.g. video and photo uploads. 

Ill Manors: Print platform - Interviews

Interviews

 Mens's Health

Target audience (demographics/psychographics)

• Target audience for the Men's Health magazine is likely to be 18 to 35-year olds. 
• With body image being quite an important thing among young people, it can be seen why the magazine appeals to this age group. 
• When it comes to psychographics, the magazine can be associated with aspirers since they'll be interested in knowing how they can keep aspects of themselves like their image at an optimum.

Does the article do more than just entertain? How? (Think of Uses and Gratifications theory) What audience pleasures does the article offer?

• The article helps inform its intended audience on ways in which they can keep fit. 
• This information is evident with there being a section where Plan B discusses things such as the fitness regime he undertook and effects of weight loss. 
• Not only this but it also has aspects of the personal identity appeal, in that readers may be able to feel that certain situations apply to them such as thinking about losing weight.
• Also, there is an element of fashion and how young people aspire to be stylish with expensive clothing.

Codes/conventions

• Some of the conventions of print interviews that can be seen in this article are the use of subheadings, images and captions under them to name a few.

Narrative

• You can see elements of Todorov's equilibrium theory with equilibrium present in the beginning of it where he talks about the development of Ill Manors,
• Disequilibrium where he faces the consequences of losing wait
• Restoration/new equilibrium where he's made more confident through his weight loss.

Synergy between this text and the broadcast examples we have studied so far

• There are elements of synergy between this text and the broadcast examples in that he does talk about things like the inspiration behind the creation of Ill Manors.

NME

Target audience (demographics/psychographics)

• People (mostly male) aged 17-30 - due to the darker tones, explicit language and images and the perspective given. 
• At the time, when the magazine cost money, it would of been individuals who work and are educated therefore of a c1-b1 demographic
• The psychographic may suggests explorers, who would be different to mainstreamers, reformers and aspirers who are wanting to change key ideologies of society. 

Does the article do more than just entertain? How? (Think of Uses and Gratifications theory) What audience pleasures does the article offer?

• Yes, this article creates a personal relationship between the audience 
• There is a mention of his past as a child living in the suburbs of Britain
• This may have an appeal towards the younger demographic and therefore encourage them to then go watch the film.

Codes/conventions

• The two contradicting images of Plan B could cause some controversy. 
• This is because he is pictured with a cigarette and hoodie in one, which is stereotypically a negative image of the youth, and then dressed smartly in the next picture. 
• This could show the younger audience that change is possible.

Narrative

• The fact that Plan B talks about his childhood etc makes the reader more intrigued therefore they carry on reading as his childhood is very interesting. 
• He also talks about his political views and also links what he is saying to the movie, which therefore encourages the readers to go watch the movie. 

Synergy between this text and the broadcast examples we have studied so far

• The main message is constant throughout the examples and the text.
• Synergy can be seen here through the fact that Drew discusses both the film and the album in the interview
• But also through him donning a hoodie and holding a middle finger up on the front cover, 
• Showing this idea of defiance that we see presented in things like the music video.

The Guardian

Target audience (demographics/psychographics)

• The average age of a reader of the Guardian is 44. 

Does the article do more than just entertain? How? (Think of Uses and Gratifications theory) What audience pleasures does the article offer?

• The personal identification gratification is the primary one that can be seen here as readers may be able to associate themselves to what Plan B says about elements of his upbringing.

Codes/conventions

• Some of the conventions seen in this article are the use of images, quotes that actually help make up captions and a quick description as to what the article will entail.

Narrative

• Just like the article from Men's Health, this Guardian piece implements Todorov's equilibrium theory but this time beginning with disequilibrium when discussing the background of Plan B and reaching equilibrium when his plans for the future are being detailed.

Synergy between this text and the broadcast examples we have studied so far

• It can be said that there's synergy between this article and the DVD extras as Drew discusses in both what it actually took to get production of the film going in terms of things like funding and other things.

Daily Mail

Target audience (demographics/psychographics)

• The target audience for the Daily Mail is primarily middle-lower close women. 
• It can be seen that they are valued as the main audience since there is a whole section dedicated to females on the website - 'Femail.'

Does the article do more than just entertain? How? (Think of Uses and Gratifications theory) What audience pleasures does the article offer?

• The main gratification that would be present in this article is personal identification 
• Readers of the piece may feel the same way about the film as the writer has detailed.

Codes/conventions

• A convention in this article is the use of images with captions acting in a similar way to subheadings - some of them adding to the main body of the review.

Narrative

• The main thing that'll hold the interest of most readers till the end of the article is finding out what exactly makes Ill Manors such a terrible movie 
• This is especially for an audience who are likely to be unfamiliar with a film of the sort and curious to know what they're like in terms of quality.

Synergy between this text and the broadcast examples we have studied so far

• Synergy can be seen here through the fact that the picture of Riz Ahmed pointing a gun at the mirror is something that we do actually see during a scene in Ill Manors itself.

Print platform: branding

Key Conventions

• Title - The title is symbolic of the overall message of the film and what it is trying to portray. It represents a gritty, urban look with the font representative of the estate blocks of Britain. 
• Colour Scheme - This follows a certain genre that is representative throughout the whole film. The use of black and white provides a rough and abrasive look which is symbolic of underground Britain and the lifestyle of the unfortunate.
• Pictures - They use the pictures as a way to promote their message about the everyday vices that are being taken; it shows how detrimental their community is. The pictures represent a community in disarray with weapons and drugs at their disposal. 
• Review - The review is used to show the approval the public has over the film; the audience will be enlightened by this movie.
• Name of the director - The name of the director is important as it gain reel in his fans to watch the film. Also, using his name may indicate a sense of identification with the proposed target audience as there are similarities with Ben Drew with him suffering the same neglection.

Design features - help identify the Ill Manors brand
The main thing that helps me identify the Ill Manors brand is the title. It is used for both the film and also the soundtrack. Once the title is identified, there is an acknowledgement that it is Ill Manors. However what also helps is Ben Drew himself is in the advertisement and the characters who all make an appearance throughout the film playing main roles in it; this provides identification with the audience as it gives information about what happens in the film.

Examples of synergy - with the broadcast platform or other print examples
The fact that different elements of the poster has been continued throughout the whole branding campaign indicates that there is a sense of continuity within Ill Manors.The use of the same title that was used to advertise the film Ill Manors, albeit in black instead of white just adding to this sense of continuity between different products within the same Ill Manors brand.

Key Conventions

• Title - The title has a professional look which is important especially with promoting the film. It is the symbol of the overall message of the film.
• Colour Scheme - It has an interesting colour scheme with each colour representative of an This follows a certain genre that is representative throughout the whole film. The use of black and white provides a rough and abrasive look which is symbolic of underground Britain and the lifestyle of the unfortunate.
• Pictures - They use the characters as a way to promote their film is important as it provides a sense of identification.The pictures represent a community in disarray with weapons and drugs at their disposal. 
• Review - The review is used to show the approval the public has over the film; the audience will be enlightened by this movie.
• Name of the director - The name of the director is important as it gain reel in his fans to watch the film. Also, using his name may indicate a sense of identification with the proposed target audience as there are similarities with Ben Drew with him suffering the same neglection.

Design features - help identify the Ill Manors brand
The use of characters in the film gives a sense of identification with the audience. The characters in the film are relatable with many represent the problems of underground Britain. I believe each character is representative problems in deprived areas.

Examples of synergy - with the broadcast platform or other print examples
Synergy is present in this poster as it links into the overall immpression of the film in that the exact same logo/title is used to present it and the characters present in the film is also on the poster. This is important as it provides synergy with the actual film.


Key Conventions

• Title - Ill Manors is present in this poster, in the centre of the poster rather than the traditional position (being on the side due to protagonist being placed at the centre).
• Main protagonist - being visible on the poster and placed in the well known spot of the poster; the middle.
• Quotes - from famous celebrities and news articles who have rated the film. This acts as a form of advertising in itself as this shows evidence of the films success to the public/consumer.  
• Location - where this film is being set around in. There are estate buildings present in this image, which allows the consumer to get a feel of what the story/plot line is (possible set in a run down estate).
• Props - that is significant to the story. An example of this, is Thor's hammer being present in the posters for the Thor movie. In this case, it is a gun that we see the central character wielding in front of the text 'Ill'. This represents the hardships of underground Britain.
• Colour Scheme - The colour scheme gives the poster a dark, nature feel. It gives of the tone of the film and the feel to the audience of what type of film is this going to be. The colour gives off this abandoned urban city lifestyle feel to it.
• Name of the director - This is a traditional convention as almost all film posters will feature the name of the directors to get audiences attention for example, Star Wars the Force Awakens will feature Director J.J Abrams in order to help promote the film. In this case, it is Ben Drew who is the director and is being portrayed as his own promotion for the film.

Design features - help identify the Ill Manors brand
The use of having Ben Drew's stage name; Plan B be the first text that the audience will see is a source of branding in itself. Plan B has his own fanbase which can help identify the brand of Ill Manors. The use of having Plan B's name being featured in this poster acts as a their unique selling point is important as fans of his music are likely to watch a film of his.  Furthermore, the style and font of the text for the name of the film 'Ill Manors' remains the same through all content released in its name which suggests that the film is a brand itself as a result of this.

Examples of synergy - with the broadcast platform or other print examples
The aspect of synergy runs throughout this poster significantly. With the use of having music artist Plan B's name (instead of his actual name Ben Drew), it provides a form of synergy as they are trying to promote the film using the directors most famous name as well as attract an audience that are primarily focused in the music platform. Having Ben Drew's stage name as the directors name in this poster is a way to cross promote the director as both a music artist but as a director.

Broadcast Platform

DVD extras
1) What does this tell us about Plan B's intentions in making the film?
His intention to make this film is to highlight the issues regarding society and how neglected the under class feel. People have pre-judged views about how these people are living; there are accusations of being lazy and not working or having a job. This film's purpose is to get rid of these horrid ideologies and show why people are living in these circumstances.

2) What do we learn about the production process for Ill Manors?
We learn that during the process that Ill Manors mainly begun from the creation of the short film 'Michelle.' This is important as in the movie, it involved the character 'Michelle' who we actually see in Ill Manors. The concept from 'Michelle' was used further by actually getting actors to play other characters who have had to live in the same dysfunctional background. The actors is also very important as Plan B got 'street kids' instead of actors to act as Plan B believes that it provides a sense of realism and identification and this is seen through the portrayal of characters like Chris who actually was involved in the world that Plan B aims to detail in the film.

3) What can you tell about the possible target audience from this short documentary?
I believe the possible target audience for the film can generally be said to be people who are unaware of the lives that some teenagers in London may have to go through. Interestingly, teenagers that live through this, will be quite interested in knowing how their life has documented in the film. Also, the fans of Plan B himself will be interested to know how his musical persona is carried onto his film directing skills.

4) Does the film successfully do what director Ben Drew (Plan B) set out to achieve?
My opinions are based upon whether it has given an enlightened approach towards the hidden aspects of Britain. The film itself contains aspects that are considered to be a stroke of genius for Plan B with the connection between the different events and how they are interlinked. The way that the rap coincides with the narrative of the film demonstrates a stroke of originality shown by Plan B. I believe that there are some events during the film that are relatable towards the people currently experiencing these events. However, there are some evident examples that suggest that the film was offering a substandard representation of Britain. Think about it closely, would this film have attracted finances and money if Plan B's name wasn't attached to it? I highly doubt it. I just believe that although the film was cleverly made and created, there are other brilliant, trained film-makers that could have directed and made a more intelligent and entertaining film. This film also gave an enhanced stereotype regarding people residing in council estates; they are deemed as lazy, trouble-causing residents. All in all, my opinion about this film is mainly positive but I can see some improvements that could have been made.

Broadcast/online
1) What is SBTV?
SBTV are an online media platform that are based on urban music. They are a broadcasting company started up by Jamal Edwards that is centred around the music scene (particularly in London), specialising mainly in the creation of music videos of upcoming and established rappers. The target audience is teenagers and young adults they are presumably from inner cities.

2) What is the audience appeal for an interview like this?
The main audience appeal of this video is a sense of personal relationship (Blumler and Katz - Uses and Gratifications) with the presenter. There is an evident surveillance line of appeal within the interview, predominantly created by the handheld camera. it is also made appealing due the almost illegal presentation of the entrance into the studio.

3) How is Plan B (the brand) represented in this text?

Plan B is presented as both hard working and careless at the same time as it is both showing him as someone who spends a lot of time working on this project however once it is out of his hands, he doesn't completely care. Plan B is presented as being quite an easygoing yet hardworking person. When he is approaching his deadline for the film to be edited by, it appears that he's doing his best to get the production to the level he envisaged it to be at.

Television
1) What is the history of the Jonathan Ross show? What channels has it appeared on? Why has Jonathan Ross been a controversial media figure in the past?

The Jonathan Ross Show has been broadcast on ITV1 since 2011, presented by Jonathan Ross Show. Prior to this though, Ross did have a show on the BBC called Friday Night with Jonathan Ross. There has been controversial moments in the past for things like offensive language, but more notably his direct involved in 'Sachsgate' with Russel Brand where the pair left offensive messages on Andrew Sachs' answering machine.

2) Identify the target audience for this interview (demographics/psychographics) and say why.
I believe that the target audience for the show is likely to be people from the ABC1 socio-economic. This can be said due to the fact that although the show does appear to be quite upmarket in its nature, apparent with things like the presenter himself wearing a suit, the actual content of it and humour of Ross itself provides it with a lot more of an informal touch.

3) What is the audience appeal for a programme like the Jonathan Ross show?
The audience appeal for The Jonathan Ross Show is the pure entertainment factor with those that watch it being able to receive an element of diversion (Blumler and Katz) from their everyday lives while laughing at some of the things that happen on the show. At the same time though, an appeal could be the establishment of a personal relationship with Ross always being the presenter of the show, so it's likely that the audience will grow to love him.

4) How is Plan B (the brand) represented in this text?
Plan B is represented here as although relatively uneducated, quite an articulate person. Explaining how hip-hop is often a genre victim to generalisation of music solely about fast cars and women, he makes it clear that a considerable proportion of it is actually conscious - delving into elements of life itself.

Radio
1) The listening figures have been listed as 10.44 million listeners as of 6th of August 2015. However I believe that there has been a decline in the number of listeners an this article would enforce that new media such as YouTube would be more likely to appeal to a younger audience. Especially since it would be more visually interesting. Another factor that would also present the sudden loss of figures could be the podcasts that might also be seen as a threat to radio stations as this would make figures go lower.

2) The target audience could be seen as teenagers to young adults. The age range could be depicted as 13-25 since the interview talks about young teenagers. However the station as a whole could be targeted for a young audience due to the feature of modern and recent tracks.

3) Plan B promotes Ill Manors by talking about the film and featuring a segment of the track that would be used in the film. He also talks about how the film would attract an audience and how this would relate to today. He also talks about the creation of Ill Manors and how he might pursue a career in the future with filming.


4) The representation of Plan B can present him as a person who wants to subvert the perception of urban artists. This would be due to the messages that are portrayed in the tracks and film that he was producing. In addition to this, this would also portray Plan B as someone who cares for the deprived as he would talk about it in his interview.

Ill Manors broadcast platform: TEDx lecture

 Notes on the lecture:

• Explaining what he had to go through in his life and the difficulties
• How he didn't finish school in a public school due to the fact that no one appreciated him. 
• Journey from the depressing times to having his own film.
• Plan B's belief towards the politics is that the people who are unfortunate do not feel appreciated in the modern governments
• Reaching out to other people who have experienced what he has gone through and help the unfortunate people
• Highlighting the track and the connection towards the film.

Plan B's beliefs and his ideologies:

• Plan B's belief towards the politics is that the people who are unfortunate do not feel appreciated in the modern governments.
• Politics neglecting the under privileged citizen.
• Needing to stand out and express their opinions
• With his reputation, there is a belief that he can help the marginalised youths
• Believes that the challenge is massive but can see the advantages.

Target audience of the TEDx lecture:

• The target audience of this TEDx lecture is likely to be 30 to 45 year olds. 
• This appears to be the case particularly with the fact that Drew essentially has to tell the audience not to be swayed by portrayals of the youth in the media
• With this in terms of psychographics, the audience could be associated with the reformers group.
• Having taken the time to come to such a lecture and being informed the decisions of young people and the lives that they may live through,
• The audience can be viewed almost as 'people who want to be aware' or enlightened on things they may be unfamiliar about themselves.

Plan B views about the media:

• Plan B says in the lecture that the media can be accused of ridiculing certain groups 
• With the term 'chav,' describing a 'young lower-class person who displays brash and loutish behaviour and wears real or imitation designer clothes
• Drew feels as if papers almost alienate this group of people from society as a whole. 
• This links into to the concept of moral panic with the fact that Ben Drew is essentially challenging what is usually thought of lower-class young people, 
• They are associated with violence and crime.

Ill Manors broadcast: music video analysis

Media Forms
How is it typical of a music video?
Most of the music video represents the gritty, hardships of the underground of London. Especially with the Ill Manors music video, it can be seen as a typical music video however has some elements that express his originality. Interestingly, the director including scenes of Plan B (who is the director) overlooking a block of council houses with the inclusion of controversial moments in Politics; this is emphasise the detachment that council houses owners feel. This is important in terms of the making of the music video. It brings out the expression that the visuals are usually meant to bring out. Additionally, these events and how it is expressed can also be thought to link into Andy Medhurst's theory about stereotypes in that they're used almost as a way to tell the audience a lot in a short space of time (shorthand). With this the audience understands the youths feelings of animosity towards the police and the upper class due to the fact that it affects their interactions with them throughout their lives.

The rap music is mainly seen as urban in terms of the outlook of the genre. Rap music usually having street terminologies, the music video can also be related to Tessa Perkins theory in that stereotypes of rap music mainly representing the life of the streets.

Media Representations
How does it represent the London riots/rioters?
Plan B believes that due to politics having a damaging effect on the lower classes, there is a belief that people feel neglected by the government. The video ultimately represents the London rioters as being menaces to society and rebels however feel like the government casted them as outsiders. In the video, there are extracts taken out of news broadcasts of the riots as they progressed with participants throwing things at the police and burning cars. This representation presented them as being criminals, only reinforcing the stereotype that young, particularly lower-class people are damaging towards the community. However at the same time, it could be said that this is only a 'closed-outlook' on the rioters and the complexity in the aspects that mean they're doing what they're doing, is reduced to a much more simpler picture as suggested by Richard Dyer. This being said, it's made a bit more unclear as to whether the rioters are just rioting for the sake of it or have a set of different reasons as to why they're doing it. This is why there are questions regarding the music video.

Media Audiences
What audience pleasures does the music video offer?
There are multiple examples of audience pleasures inside this music video. The video provides a sense of diversion for its intended audience. Although the audience are predominantly people who enjoy or are fans of Plan B's music, the video can definitely be identified to be targeted towards people from a much more lower class background and living in council estates and express their predicaments towards the middle/upper class. This also links in with the personal identification aspect of Blumler and Katz' Uses and Gratifications theory, with the people in the audience that do live in that environment, seeing parts of their own life possibly reflected in it such as the range of blocks in their community.

Another pleasure that the video provides possibly lies in the fact that the video has some things related to politics in it. With multiple references to politicians, the video gives people interested in that kind of thing a sense of nostalgia as they look back on things that have taken place in the political world, giving a sense of diversion (Blumler and Katz) to them or just a general sense of entertainment.

Media Institutions
How does the music video help to promote the film of the same name?
The video helps promote Ill Manors by actually having actors from the film make appearances in the video. At different points in the video appearances are made from actors in the film such as Riz Ahmed and Ed Skrein who both star as main characters in it.

Additionally the video helps promote the film by using things that were used in the promotion of the film in the video. The most notable aspect of this is with the fact that the actual audio track, was used in the trailer towards the end of it. This again adds to this idea of synergy, with a link being established with the film and the music video here, but not only in the sense that it's the same song, but also that the video gives them an idea of what to actually expect when watching the film whether this is the council estate environment or just the life of teenagers as a whole.

Ill Manors soundtrack research task

The record companies/institutions behind Plan B
Labels:

679
Atlantic
Mercury
Pet Cemetery
Warner Bros.
Asylum

Sales/downloads for the soundtrack

Chart (2012)	Peak position
Belgium (Ultratip Flanders)	89
Scotland (Official Charts Company)	9
UK R&B (Official Charts Company)	3
UK Singles (Official Charts Company)	6
UK Official Streaming Chart Top 100	89

Music reviews

Professional ratings
Aggregate scores
Source	Rating
Metacritic	83/100
Review scores
Source	Rating
Allmusic
Drowned in Sound	8/10
The Guardian
MusicOMH
NME	8/10[
The Observer
Spin	8/10[
The Telegraph	[

Plan B's fans' reviews and comments
The Guardian comments:
"Drew's a talent and a polymath, and while I admire his desire to represent, I don't think he's bringing any clarity to the issues he wants to highlight"

"Genuinely a great album. Fits right in with The Clash and Stiff Little Fingers and Dead Kennedys records I have. Genre is stripped away, more obvious as ever on the title track (The Prodigy remix isn't too bad either), and we have the desperate poetry and hard-hitting social commentary of the man. Simply a great album. To paraphrase one of the best lyrics, "We're not in broken Britain, we're just Broke in Britain".

NME.com Review:
http://www.nme.com/reviews/album/reviews-plan-b-13466

The Guardian Review:
https://www.theguardian.com/music/2012/jul/22/plan-b-ill-manors-review

Ill Manors Review

Name of film - Ill Manors
Year of release - 2012
Director - Ben Drew
Optional star rating
8.1/10 

Basic introduction to plot and characters
Ill Manors is a film reflecting and highlighting the hardships of underground Britain. A unique crime thriller set on the unforgiving streets of London, the main reasoning to release and create this hard-hitting, social realism film is to uncover the hidden truth about the urban lifestyle of Britain. The film is set in Forest Gate, London with the movie beginning with partners Ed (Ed Skrein) and Aaron (Riz Ahmed) drug-dealing. The undercover police chase the two to a closed gate – Aaron manages to climb over and Ed hands his phone over to let Aaron take care of it. Before Ed can climb over, he is caught and sent to jail. This sparks off the chain of events that have similarities towards guns, money and drugs. The criminals, killers, and prostitutes of a crime-ridden London community have to fight to escape the same grim fate that has claimed so many before them; especially in an emotionally depriving area in south east London. The every day struggle for survival is apparent due to the lack of opportunities for people in council estates.  The youth are sub-conciously affected perhaps due to materialistic ambitions invading their moral judgements. Jake, a young kid, takes his first steps towards becoming a cold-blooded killer-for-hire, Immigrants such as Eastern European sex slave Katya having to fight to protect her child from a band of vicious gangsters, and old friends Kirby and Chris clash in a crisis that soon turns deadly.

Your own views on the film (ideally blended with the point above) - Comments on notable elements, strengths or weaknesses
My opinions are based upon whether it has given an enlightened approach towards the hidden aspects of Britain. The film itself contains aspects that are considered to be a stroke of genius for Plan B with the connection between the different events and how they are interlinked. The way that the rap coincides with the narrative of the film demonstrates a stroke of originality shown by Plan B. I believe that there are some events during the film that are relatable towards the people currently experiencing these events. However, there are some evident examples that suggest that the film was offering a substandard representation of Britain. Think about it closely, would this film have attracted finances and money if Plan B's name wasn't attached to it? I highly doubt it. I just believe that although the film was cleverly made and created, there are other brilliant, trained film-makers that could have directed and made a more intelligent and entertaining film. This film also gave an enhanced stereotype regarding people residing in council estates; they are deemed as lazy, trouble-causing residents. All in all, my opinion about this film is mainly positive but I can see some improvements that could have been made.Nevertheless, this is Plan B's debut film so there are experiences and tips that he has gained from creating this film. This is my review regarding how Plan B represented the life of the disadvantaged.

A snappy or memorable ending that sums up the film

The movie represents the downfall of laziness and the rise for the achievers who aspire to escape the circles of violence that has engulf them.