Section B: Perfect Answer

How far does the platform on which they are consumed determine the construction of media products in your cross-media study? Support your answer with reference to a range of products from 3 media platforms. (32 marks)

The industry I have been studying is the film industry. The three case studies I have been researching are Ill Manors, A Field in England and The Dark Knight Rises. I believe to a large extent that the platform on which they are consumed determines the construction of media products in Ill Manors, A Field in England and The Dark Knight Rises.

The use of e-media in Ill Manors is very significant in regards to their construction. In the promotion of Ill Manors they have used E-media, to expand on promotion and lead the audience to generate content. The use of user-generated content is unique in itself. Ill Manors have created the twitter tag London campaign. This is where Ill Manors/Plan B Twitter followers would tweet a message to them about the government and they would be able to get this graphitised on buildings in Central London, like the London eye and Parliament.  The fact that the audience would have to tweet in their responses makes it significant, as they would be making user-generated content. Also, if the campaign was to post in writing what you wanted to say it would have been less popular and effective. This is because twitter is and instantaneous form of communicating and is easier to use rather than writing a letter and posting it. This makes it very significant that construction of media products is determined by the way they are consumed.

Also, the trailer and music video are completely dependent on the moving image platform this is due to the fact that it is virtually impossible to portray a trailer on paper, or present the explosion at the end of the music video as a picture in a magazine. The trailer shows the most action packed sections of the film with violence and scenes of the climax, this would be hard to portray in the form of a poster in the print platform and would not be as effective as the trailer itself being shown on television. Similarly, with the music video there is a wide variety of things going on with animation and special effects, it is important that the music video is presented on the moving image platform as animation would not be effect in the print platform.

As the director of Ill Manors Plan B had present a Ted X lecture regarding his ideologies and how the intertwine with Ill Manors, as well as the generalisations and stereotypes created by the media that are put on young people today. The main aim of the Ted X lecture was to inform a higher class of audience about Ill Manors attempt in breaking the demonising stereotypes that the media has created in society. The audience that Plan B tried to reach was the A, B and C1 category audience. The construction of the Ted X lecture is important in terms of reaching his target audience. The lecture was shown on the moving image platform, so this makes more effective in his target demographic, however the lecture could have been presented as a news article in a magazine/newspaper. This could have worked as the higher classed audience would have been appealed to the used of broadsheet, but not as effective as Plan B’s fan base of reformers would not be appealed, but repelled by the fact of it being in a newspaper/magazine. So the platform that the Ted X lecture is presented is very important in determining its construction.

The branding of Ill Manors is essential in the way it is consumed. Due to the lack of moving images on Ill Manors’ print products, the branding is vital in promoting the film. The use of the council estate tower block creates a recurring effect on the audience, this is evident from the repeated use in the DVD packaging, poster, and billboards. Also the Ill Manors typography is steadfast as it’s kept unchanged throughout all the print products from the DVD to the posters. This is effective because there isn’t any moving image that keeps the audience entertained or hooked. It is essential that the branding is evident in Ill Manors’ print products, as they keep it consistent and more related to the film itself.

With A Field in England’s release platform has less importance in its consumption. This is due to the fact that A Field in England was released on all platforms on the same day. This makes the platforms have little or no importance, as it was made available on all platforms, so in cinema, on film 4, 4oD, DVD and digital download. This makes it easier for people to access and it appeals to a large audience.

The Dark Knight Rises also uses an e-media campaign, which is also very significant. The Dark Knight Rises Facebook page had run a competition in order to let the audience be a voice that joins the chant of ‘Hell on Earth’ in the film. This method relied heavy on user-generated content as the voices of the audiences. The use of the audiences’ voices is very significant because the competition can be promoted on the other two platforms; however it wouldn’t be as effective as e-media. Print media is a dying platform, as technology has excelled and beginning to replace print mediums, like magazines and newspapers, so it’s not as effective as e-media. The broadcast platform is also another effective way, however it would have the same outcome as the print platform as on the e-media platform the voice recording can be sent straight via e-mail or directly uploading it.

In conclusion, I believe to a large extent that the platform on which they are consumed determines the construction of media products in Ill Manors, A Field in England and The Dark Knight Rises.