IT Crowd Audience Pleasures

Today we learnt about audience pleasure in the IT Crowd.

Moss is a highly intelligent young man with a lack of social skills. He is presented as a "standard nerd" who struggles to communicate with anything that does not have a keyboard. Moss lives at home with his mother, who also dresses him and packs him lunch which represents him as reclusive and he likes to avoid social contact, he takes everything literally, and doesn't know when to shut up. Tries to mimic "proper men" by taking online course in how to talk like football fans, but really he is a buttoned up boy, with large glasses and awful hair.

Roy is a laid-back IT technician from Ireland. He goes to great lengths to fob off workmates so he can sit around doing nothing. However, when something does happen, he is always the one who gets the wrong end of the stick and is constantly either injured or in distress. He and his co-worker Moss are described as "standard nerds". Roy is desperate for a girlfriend but as much as he tries  he is hated by the rest of company. He is almost like a teenage boy as he wears teenage T shirts, behaves immaturely, makes sexist jokes and plays with toys and reads comic books. He does want to be a ‘real man’

Jen is made Head of IT computer illiterate so she lands in ludicrous situations. She is represented as an agony aunt to the boys. Jen wants to find a boyfriend but as much as she tries the boys seem to get involved and mess it up for her (e.g. the theatre)

PLANNING | WARDROBE

10/11/14 | PLANNING | WARDROBE

Today we planned what each character in the final film was going to wear.

For the main girl in the film opening we decided that she should either wear jeans or leggings, this will look quite and make her seem as though she is any other girl. This will make her seem very innocent.

We decided to make the boys in the film go for their own looks. This makes it seem very real as they are wearing clothes similar to what the audience would wear.

TV film openings; Girl with Dragon Tattoo and Day After Tomorrow

9/10/14 | RESEARCH | RESEARCH INTO SIMILAR FILM OPENINGS; Day after Tomorrow

The Day after Tomorrow (Roland Emerrich, 2004) opens with a very long track shot over the Antarctic. The shot is long to create the feeling of a remote location. The shots made me wonder whether the immense ice shelves were actually CGI or not. The title credits all appeared to be reflected in the water. The colours used in the opening are dark blue and white to build up the dramatic atmosphere. The music is dramatic and it created a feeling of majesty and awe.

9/10/14 | RESEARCH | RESEARCH INTO SIMILAR FILM OPENINGS; The Girl With the Dragon Tattoo

This film opens with an extreme close up of a man un-wrapping a parcel, creating suspense and tension as the audience doesn’t know what is in the parcel.

This gave our group the idea of having an extreme close up of the girls eye which will make the audience are curious on what’s going to happen next.

There are also connotations of technology in it: one of the scenes contains a small section of keyboard in it, showing the audience that the film is based around technological devices. Within a few seconds there is another scene where there are lots of USB wires, reinforcing this idea. This gave us an idea to base our story around a particular technological device/thing that happens.

In another scene you can see a person being chained up, this connotes violence.

A person is covered in black liquid. Black symbolises evil, and if you look closely to the person’s face you can see signs of suffering. There is suspense as the audience is wondering what has happened to the person.

What I did last lesson

Last lesson, our group worked on our storyboard as our old one got thrown in the bin by Ollies nan.
I then worked on my production log after discussing with my group what there is left to be done.
On my productiong portfolio I worked on my makeup construction section and improved it, I still need to take a photo for one of the sections which I will add in.

Section A Institutions: QI and THE IT CROWD

You should be prepared to analyse and discuss the following, as appropriate to the channels/stations and texts studied:

Institutional contexts QI:

 •                  The media channels’/stations’ target audiences.

Institutional contexts need only be discussed insofar as they illuminate the institutions’ choice of texts; they should not be studied independently of QI.

The media channels’/stations’ ethos and histories AND Targeting audiences. 

QI is shown on both BBC 2 and Dave. Dave used to be UKTV but re-branded as Dave because 'everybody knows a bloke called Dave'. It addresses mainstream adult audiences, primarily male. It is 'the home of witty banter' and also factual programmes. Currently, it hosts programmes like Dara O'Briain 's School of Hard Sums, Mock The Week, Have I Got News For You and QI (our text). 

BBC is a PSB channel with a public service remit to entertain, inform and educate. It is a good fit with QI which offers factual information about a wide range of subjects such as history, science, culture, nature, food and so on. 

Dave is currently screening QI on Tuesday nights at 8.00 p.m. and Friday night at 11.00 p.m. The BBC is currently screening QI, on series L, on Thursday night at 10.00p.m. and Friday nights at 11.05 p.m. 

BBC Two’s remit is to be a mixed-genre channel appealing to a broad adult audience with programmes of depth and substance. It should carry the greatest amount and range of knowledge building programming of any BBC television channel, complemented by distinctive comedy, drama and arts programming.— BBC Two remit

Institutional contexts The IT Crowd:

•                  The media channels‘/stations’ brand identities

 •                  The media channels’/stations’ ethos and histories (only relevant if they affect programmes)

 •                  Regulatory (eg Public Service Broadcasting) requirements

 •                  The media channels’/stations’ target audiences.

Institutional contexts need only be discussed insofar as they illuminate the institutions’ choice of texts; they should not be studied independently of The IT Crowd.

C4 hosts The IT Crowd , currently shown on 4OD Offering texts on demand, previously on Friday evenings 10.30 p.m. 4OD is for younger audiences; they prefer online content.
The IT Crowd is screened on Channel 4, and has a brand identity of 'providing television for people who do not have enough of it'. The ethos of Channel 4 suits the same trend of entertain, inform and educate as the BBC and Dave. The show broadcasts a stereotypical geeky IT computer department. This is more acceptable for a programme such as the IT Crowd as opposed to that of a formal, well know programme, due to the fact that the IT Crowd is watched by a very niche audience and is therefore very little known and allows the producers to take risks and get very near the mark with some of their jokes that may come across as offensive to some.

IT Crowd

Stereotypes are very much part of the sitcom genre. Although Moss is constructed as highly intelligent he is very much socially inept. For example when Roy is trying to make Jen think that they are not IT nerds and that they often get visitors,  moss ignores all obvious signals to stop telling the truth. Jen is represented as someone who seems to know nothing about the job she is applying for. When asked about what she knows about technology and computers, her answer is very basic from the knowledge she would actually need to know; 'The web. Using a mouse, mices, using mice. Clicking, double clicking. The computer screen, of course. The keyboard. The... bit that goes on the floor down there.'  However, unlus like Moss, she is very good within a social manner. Roy is presented as short tempered and irritable as he shown he has a short temper with the people he has to help with IT problems, an example of this is when he shouts at the woman down the phone.

Is the audience positioned on equal terms /omniscient?

The audience are positioned on equal terms and omniscient becausse we understaand the jargon that's going on and we understand all the jokes that they are making about the other staff when they are all the way down in IT.

Are we positioned as superior?

Yes, we as the audience are positioned as superior because no matter how hard they try both Roy and Moss are social failures and don't quite understand what it means to be social. We are also positioned as superior towards Jen because she is IT illiterate and although the man that hires her doesn't see it, we do.

In what way are Roy and Moss standard nerds?

Roy and Moss are very much standard nerds as they fit the role as a stereotypical nerd who seems to know everything in within their field of knowledge. However, they are both socailly inept, especially as Roy always tries to get the girl but never succeeds.



What is comic about Jen's appointment as manager of IT? 

It is comical that Jen has been appointed as the IT manager because she seems to not know as much as she should to be able to fill the role. She also lied when asked questions just so she would get the job. It is also commical that when she tries to cover up her little understanding towards Roy and Moss, being the stereotypical nerds they are, they see right through it.

QI Audience Pleasures

Link to clip here

• This clip shows the celebrities eating spicy foods and their reactions provide comedic and good entertainment
• The running commentry of the panellists provides good comedy
• some of the comments and jokes proivde the audience a bundle of laughs

Research | BFI EXIT POLLS/ ROTTEN TOMATOES

Research | BFI EXIT POLLS/ ROTTEN TOMATOES

I went to the BFI site to find out about how exit polls yield information about gender and age. The BFI says: “We carry out exit poll surveys for all the films we support through our distribution fund. Exit polls are standard practice for major releases, but much less so for smaller or independent films.” The BFI ask cinemagoers about themselves and what motivated them to see a film.

I wanted to find out about the kinds of audiences who are likely to watch a film like mine. So I investigated some of the BFI case studies which I present in chart form (quantitative research). I also used the Rotten Tomatoes website to gather some qualitative data.

I also did some qualitative research, using IMDb and Rotten tomatoes. The Rotten Tomatoes website says: “Movies and TV shows are Certified Fresh with a steady Tomatometer of 75% or higher after a set amount of reviews (40 for movies, 20 for TV shows), including 5 reviews from Top Critics.”

• I decided to research Locke (dir. Steven Knight, 2013).

Qualitative Data

This is an audience response from IMDb; “What makes Locke different is that the pressure of life and death is not there. In those movies the leading (and only) men were threaten with the proposal of death, While in this movie, Ivan Locke's way of Life is threaten with change, and it's this change in the concept that made the movie Quiet and low key, but the filmmakers were still able to make if fast pasted and kinetic (having it take place in a Car going down the highway helps).”

Quantitative Data

• I decided to research Ill Manors (dir. Ben Drew, 2012).

Qualitative Data

This is an audience response from IMDb; "Whilst it is an ''urban'' drama at the end of the day, the film does what Kidulthood/Adulthood/Shank could not do and has a go at actually trying to explore the reasons behind why people join gangs or decide to riddle their body with heroin. None of the central characters have parents, and the film suggests this lack of love creates the violence, it's essentially a film encouraging us to hug a hoodie. Outstanding performance goes to Riz Ahmed, who plays a gangster with some moral fibre trying to get out the area. The only negative is that the film tries to tell us too much, there's so many characters and stories happening that it's hard to keep track and some character get lost in the shuffle. But overall, recommended."

Quantitative Data

• I decided to research Tell No One (dir. Guillaume Canet, 2006).

Qualitative Data

This is an audience response from IMDb; "This movie is extremely engaging, well-acted, detailed, moving, thrilling, exciting and satisfying to watch. The stakes get higher and higher as the plot unfolds. What is so unexpected is the many facets the film has, it's not told on one-level there is a mixture of comedy and tragedy that is totally charming and believable. There is a great sense of involvement that gets the viewer attached to the characters and the unique situation that presents itself. It's a total roller- coaster of a movie that has you on the edge of your seat. An extraordinary story that is interestingly told. I've never felt the desire to write a comment on a movie before so the fact that I've taken the time to do it says a lot about the power of it's content. I really recommend this film, it takes you on a journey that divulges secrets beautifully as the story unravels. I left the film crying with a mixture of joy and sadness."

Quantitative Data

• I decided to research 4.3.2.1 (dir. Noel Clarke, Mark Davis, 2010).

Qualitative Data

This is an audience response from IMDb; "It started off slow. It was just quite a lot of things happening, with little sense or links between them, but as the characters divided off into 4, the story really kicked in. It was similar in style to Pulp Fiction in the fact it follows the individual stories of the characters, all of which have links that connect them together throughout. This was very, very well done throughout and included flashbacks between the switching of characters so the audience could remember what had happened. It was very well directed, had a good flow to it, and had lots of comedic parts, all of which were subtlety put in to it so to not make it into a predominately comedic film."

Quantitative Data

• I decided to research This is England (dir. Shane Meadows, 2006).

Qualitative Data

This is an audience response from IMDb; "'This is England' is a must see for the type of persons who enjoy a good old 'innocence of youth' narrative (including a very comedic, almost cringe inducing, 'first kiss' scene) layered with powerful retrospective British realism reflecting early 1980's societal issues of the type that you wont see on any saccharin dipped 'i remember 1982' clip show."

Quantitative Data

B324 Evaluationn Powerpoint

MOCK EXAM FEEDBACK

• Don't confuse editing with camerawork
• Always explain effects
• Saver character questions for no. 3
• Exam technique question 3 isn't about genre

REVISE EDITING!

Question 1:

• Elaborate on why it is spectacular, thrilling, magical for the audience
• You do not explain who is the 'heroic protagonist' & 'villanous antagonist' explixitly. You will get the marks if you use the terminology!
• Then explain in what way Martha is heroic. What qualities does she show? (courage, leadership, goodness)

Question 2:

• Include what impact it gives on the audience
• Editing distinguishes distinct narrative element
• Impact/effect
• VFX
• You don't follow this through to support it- WHAT GADGETS?
• Give details of gadgets/technology

Question 3:

• Q.3 is not about genre
• Add typical and non-typical features of men and women
• Soldiers?
• Men?
• Marthas ethnicity?

PLANNING | OUR FILM TITLE

07/11/14| PLANNING | OUR FILM TITLE

Our film is about a deadly infection going around in the area. This is made clear by a public service announcement that is aired during the film. The voice that is saying the public service announcement is cold, robotic and neutral- it is also the central voice of the film opening. Because our film opening is based around this announcement we decided to call it 'Public Service Announcement' as it is mysterious, ambiguous and worry enducing. We did however, consider calling it 'Contagion' but we worried that it would have been to obvious and not give the viewer a sense of mystery.

PLANNING | BRAINSTORMING

9/10/14 |  PLANNING | BRAINSTORMING

In today's lesson time, we discussed what genre we will do as part of our opening sequence. We have chosen to do a thriller film opening. However we are still unsure. We brainstormed for most of the lesson and assigned different roles, and also came up with a few ideas for different scenes. We discussed how we will use/make blood (if we choose to use it) and what props we would potentially need.

In this lesson we discussed when and where we will meet and designed and created a call sheet to remind us.

RESEARCH | Audience

9/10/14 |  PLANNING | Audience Research

I started by investigating how brands target audiences in preparation for creating my own audience profile for my GCSE Production. I need to plan to reach my target audience. As part of distributing any film, distributors prepare marketing stratergies such as reaching out to their target audiences through film websites and social media sites.

Whilst profiling my audience, I will also work out why they enjoy the genre. Why would they want to watch my film? What makes my film different from competing films ? How will my film appeal to viewing needs of my target audience?

Who Is My Target Audience: Action Steps

1. Who is my primary target audience? 

In my film opening my primary target audience is: British/ American, male and female 15-40+, who love thriller films, TV crime drama and psychological thrillers.

2. What makes my film stand out from the competition? 

Our film is about a man trying to infect a female companion/girlfriend with a disease but then actually infects himself. The girl in the film then finds out he has infected others as she finds another person in a cupboard.

3. Why should my audience watch my film? 

Empire says: A seeringly scary look into an infected mind!

I found that my research has helped me create a profile of my ideal audience member.

This information will then help me create my marketing research.

Audiences can be segmented and defined by their GEARS 
Gender
Ethnicity
Age
Region / nationality
Socio-economic group

My researched showed that all of the products (including mass media products such as magazines) have clearly divided and distinct audiences based on the GEARS. These examples illustrate these (source Bauer Media Advertising):

My target audience uses mass media platforms such as radio, so I looked into the target audience for Kiss, which is an example of a large niche audience (young, London, pop music). To use radio, I could create a trailer that could be featured on the radio to promote my film:

My target audience goes to the internet to learn about film releases. for example, my ffriends and I, who form the target audience of my film, find out about new films on: Facebook, IMDB, Twitter, Tumblr, iTunes and through mailing lists.

For example: I looked at iTunes Movie Trailers to find out what audiences were currently offered and how audiences access new films:

In Maslowe's Hierarchy of Needs, audiences have different levels of needs, with higher level needs - such those driving as media utilization - motivating people only once lower level needs are met. 

There are several models of audience behaviour, two of which construct audiences in contrasting ways (passive or active):
The Media Effects model, or 'hypodermic syringe' model, is how media can affect society and how society affects media. Some negative indications of this theory are when people do "copycat murders". An udience that tends to see the audience as passive and sees how exposure to particular aspects of media content can influence the behanviour of the reader or viewer.

The Uses and Gratifications model presents audience behaviour as active choices (uses) that are pursued to meet (gratify) a range of needs. For Blumler and Katz, these four needs are for:

• entertainment/ escapism/ distraction, 
• seeking information (sometimes called surveillance), 
• personal identity (to support our world view) and 
• social relationships (bonding 'water cooler' moments with friends or family as well as on-screen relationships with favourite performers).

The two-step flow model of audience behaviour.
Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet analysed the voters' decision-making processes during a 1940 presidential election campaign and published their results in a paper called The People's Choice. Their findings suggested that the information does not flow directly from the text into the minds of its audience unmediated but is filtered through "opinion leaders" who then communicate it to their less active associates, over whom they have influence. The audience then mediate the information received directly from the media with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process, but by a two step flow. This diminished the power of the media in the eyes of researchers, and caused them to conclude that social factors were also important in the way in which audiences interpreted texts. This is sometimes referred to as the limited effects paradigm. (Source: Mediaknowall.com)

  
Socio-economic bands:
I learned how brands segment audiences.

PLANNING | AUDIENCE PROFILE

1/10/14 |  PLANNING | AUDIENCE PROFILE

Today I started making outline notes about what my target audience for Public Service Announcement would be like:

Age group: 15-40+, young adults

Gender: both men and women

They are likely to watch TV programmes like: Thriller, Breaking Bad, The Walking Dead, The Killing, Homeland, Sherlock

They are likey to see at the cinema: Twilight, Inception, Se7en, The Dark Knight, Sin City, Hannibal, Panic Room, Sherlock Holmes

In their leisure time: they are likely to go onto social media, watch films, have an interest in horror/thriller films, go to places like Subway/KFC

Clothes: H&M, New Look, Topshop/TopManHollister, Gilly Hicks, etc

Media: iPhone or Samsung for internet on the move; Mac Book or iPad to see movies, play games, browse and shop; FaceBook/ Twitter/ Instagram for social media.

CONSTRUCTION | MAKE UP

07/11/14| CONSTRUCTION | MAKE UP

I tried to create a representation of a man infected by a disease. The disease consisted of bruising around the body and the eyes becoming red and puffy.

I used the 2010 limited edition No7 Autumn Eye palette which contains 4 gorgeous bold shades. The 4 vibrant shades included in the palette are Purple Haze, Red Lead, Chrome Green and Indigo Blue. The colours in this palette are very pigmented and are of a high quality. They glide on easily and smoothly and are easy to blend.

I created bruising by blending the 4 colours together, see below for an example.

ADD PHOTO

By making the eyes look red and puffy I created a light, thin rim of eye shadow around the eye using the Red Lead colour, see below for an example.

ADD PHOTO