Film4 and Disney production research

Applying audience theory

This week I learnt more about Audience theory. Today I will be doing a small discussion on what these theories are and how they apply to my two film case studies.

• The hypodermic theory assumes that the Institution's messages are in sync with the audience and are accepted fully. The institution injects their productions with a message that is dominant in society - and therefore does not challenge any preconceptions. This theory was originally derived from political propaganda in the Soviet Union ( via Stalin ) and Germany ( via Hitler ).
• The uses & gratification theory was originated from Blumler and Katz. This theory states that people use media texts in different ways for different reasons : Entertainment/Diversion , Information/Surveillance , Social Relationships and Personal identity.
• The Cultural Commonality theory is an expansion on the U&G personal identity. This theory relates to how the audience understands the media text and how they may feel culturally similar to the creator or text.
• Hall's preferred readings work on the reading the institution prefers, the negotiated reading where the audience may be caught in two minds and  the oppositional reading where the audience may be completely against the media representation.

Frank

Hypodermic Needle theory - 

The film 'Frank' cannot be applied to the Hypodermic theory because the institution Film4 follows an ethos on controversial films that work against audiences ideas. A common preconception is that all bands are hip and can become easily successful and famous - however, this film works against this idea as it highlights the struggle in the music industry which is not always recognised. The film also touches about mental illness which may not be an idea the audience may agree with. The film challenges the idea between fame and mental illness and the audience may have mixed views on this as it is not a mainstream ideology. The themes in this film are not dominant in society - therefore the audience is not being injected with a majority intended message.

Uses & Gratification - 

> Entertainment/Diversion - The audience may find entertainment through the band music in the film and the journey of the band.
>Information/Surveillance - The audience are able to keep surveillance on the life travelling to gigs and they can be informed on the Irish lifestyle and music as it is set in Ireland.
>Social Relationships - The main character Jon tweets in the movie and has a real twitter account which the audience can socially interact with and build relationships with other fans and with Jon himself. The film also has the theme of mental illness concerning the main character Frank. This representation can open up debate and therefore , the audience become more interactive with each other as it becomes a topic of conversation
>Personal identity - The audience may personally identify with Jon as he was struggling to make it in to the music industry and they may also identify with the  Irish lifestyle.

Cultural Commonality - Film4 displayed Cultural Commonality in the film 'Frank' through location , experiences , lifestyle and aspirations. The creator of the film was Jon who also starred in the film , the audience therefore can relate to both Jon and the film as the film was based on his own experiences and aspirations. The film is culturally similar to Jon too as it is set in Ireland so the audience may understand the media text more if they are from Ireland like Jon.

Hall's Preferred Readings -  Film4 do not usually have a preferred reading as they aim to produce films that will create discussion amongst their audience, therefore , Frank has both negotiated and oppositional readings. Some people may agree with the band culture but may not agree with it fully , and some audiences may feel opposed to media text thinking it is not a clear representation of Irish music or Ireland itself.


Need for Speed

Hypodermic Needle theory - 

The film 'Need for speed' does use the hypodermic needle model as it is a Disney film , and this institution will often always follow the dominant theory. The message that all men are interested in cars and racing is used and is accepted by the audience. There is also the hypodermic ideology that good will always win against the bad which is a dominant theory in the media. As the institution often targets a younger audience , the good will always win, and in the film , the main character wins the car and the race against the character who framed him for murder.

Uses & Gratification - 

> Entertainment/Diversion - The film features alot of impressive graphics and car racing which provides entertainment for the audience.
>Information/Surveillance - The audience can learn more about racing and keep surveillance on the process it takes to win a car race.
>Social Relationships - The film was an event film back in 2014 as it was inspired by the hit video game 'Need for speed' , so the audience may have been talking about this film , forming social relationships upon its release and they can discuss how it compares to the video game.
>Personal identity - The audience may personally identify with the protagonist because they may aspire to be  car racer themselves and may be into the racing culture.

Cultural Commonality - The film is suitable for an international audience because cars are internationally  understandable to most western countries, therefore this theory is not as adamant in this film compared to 'Frank' because the institution is more interested in making the film enjoyable for a more diverse and global audience where as 'Frank' is more suitable for a minority audience.

Hall's Preferred Readings - The institution for this film is Disney - therefore the institution have the preferred reading about the  media text  on how the protagonist participates in a car race, the film fits in a mainstream view so there would be very little oppositional readings against it.

Meet my audience!

After creating a small case study for the two films I watched, I have decided to create a slide for both of my films to exemplify the type of audience the institutions target.

Case study of Frank and Need for speed

Below is a fact file on the institution Film4 as during this course I will be exploring how Film4 and other institutions compare and contrast on the films they produce , distribute and exhibit.

During the week I watched two films and have created a detailed powerpoint all about them which you can view below. I am beginning to delve more into different films and learning more about them so I can use them for my exam examples.