In relation to the media area you have studied, discuss the way that audience consumption had changed over time:
Audience Consumption in the film industry has changed drastically over the years. This has been led mostly by the Big Five. The Big Five are the big Conglomerates of the film industry, they are the ‘parent’ companies who control the film media industry. These Conglomerates also have Subsidiaries, who are the smaller film companies that are acquired (bought) by the bigger conglomerates. The Big Five consists of Disney, Universal Pictures, Paramount, Warners Bros and Columbia. They are the Oligopolies of the film industry, meaning they have dominance and a monopoly in the film industry. Disney holds 80 - 85% of the Box office, adding to their dominance in the film industry.
Over the years the way in which films have been distributed have changed, which has also led to the drastic change in Audience Consumption. Shirky’s end of audience theory states that Audience behaviour has changed due to the internet (Web 2.0) and the ability for audiences to create their own content at home thanks to the lower cost of technology. Shirky believes that there is no such thing as a ‘passive’ audience because he believes that the audience is now more active. Due to the upgrade in technology there are more interactive things that help keep the audience ‘active’.
This theory however is the opposite of the Hypodermic needle theory that believes that the audience is a passive audience. This theory states that video directors can almost inject their messages straight into the audience's mind, linking to the name of the theory, ‘Hypodermic Needle’.The next theory used to determine the way in which audiences consume media is the Two-step flow of communication model. This is the theory of communication that proposes that interpersonal interaction has a far stronger effect on shaping public opinion than mass outlets. The two step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. In contrast to the one-step flow of the Hypodermic needle mentioned above.
Film Industries use different types of things to engage and get the audience's attention, for example the film ‘The Hobbit’. As a form of advertisement and capturing the media’s attention The Hobbit and Air New Zealand came together and created a short video called ‘elf and safety’, where Air New Zealand got into the Hobbit for a viral Video. For most flight safety videos can be tedious affairs, but this new video from Air New Zealand transports us to Middle Earth, with hosts from the hobbit adding meaning to the ‘elf and safety’, this was not only used to help The Hobbit film get recognised by audiences but also help the reputation of Air New Zealand, also allowing them to get more and more customers. Overall the video created by the two gained over 12 million global online views.
477 Words all together.
Hi Mele
ReplyDeleteOverall Score: 26/50
Terminology: 5/10
Analysis & Argument: 11:/10
Examples: 10/20
Paragraph 1 - good info with explaining TERMINOLOGY, just link it to the question well, which in this case is all about CONSUMPTION. You would need to not say the big 5 are all responsible for new ways of consumption. It's more the proliferation of technology and Web 2.0 / internet that has led to new ways of audiences being able to consume media products (films). Big 5 have just taken advantage of this and used these new platforms to get films to their audiences.
Paragraph 2 - Good - just needs some context, so relating the theory to a real life example like the fact that audiences are consuming LOTS of content from YouTube and social media, that they are creating themselves.
Paragraph 3 - not entirely relevant. I can see why you might think to comment on audiences being passive in the past and now active but this needs to be a couple of sentences so you can get on with actual case studies, terminology and stats/ research.
Paragraph 4 - needed the terminology CROSS-MEDIA-CONVERGENCE in there to show that you understood what that was. A good example in there of cross-media convergence but not a good paragraph in relation to how audiences are consuming films.
Where are your case studies? You should have an institutional case study of Disney and the NZFC, and at least 3 of your films (the NZ film, the Indi film and the Blockbuster) so you can compare and contrast.
You need to know all about the consumption of those films, what platform they were available on and also using the 'where are the audiences' research you did last week to back up your argument about what age groups are accessing films of different platforms etc.
Where is your reference to fragmentation? Any audiences essay needs this included.
Youtube stats? How many subscribers? How many hours of content added every hour?
Where are all the stats and research on streaming services on the rise and piracy also on the rise, cinema being on the decline because of Covid. Movie studios doing simultaneous releases etc?
Lots of info here left out. Make sure you're using your essay plans to study. This will need to be much longer, too. In handwritten form, needs to be about 3 pages.