PPE Feedback -

explain how media products can be said to have cultural and social significance 

15 marks 

there is a cinema verite aesthetic(black and white film, element of historical accuracy)

title makes explicit the social significance since we are potentially 'the free' and are connected culturally to a tradition of protest songs

high profile cultural and social impact of a performance of the song at the white house for Barack Obama 

cultural references in both sentences 

this is a question about the ways in which products establish social and cultural significance through working within media industrial contexts and in response to audience endorsement 

social significance is about creating meaning for other people in a way that makes them confident in what they do and see

  explain the appeal of low to media budget films to Hollywood conglomerates       15 marks 

use hidden figures

this is a question about the industrial contexts of media production and patterns of ownership and control in the contemporary context 

hidden figures is a co-production between independent production companies and major hollywood conglomerate through its film subdivision fox 2000

with a budget of $25m hidden figures is a low to medium budget film, an industry category which has recently been recognised for its profit potential. 

distribution techniques - focus on traditional distribution and exhibition linked to targeted audiences. 

focus on social and cultural 'capital' as well as commercial return; marketing predicated on the untold story of black female mathematicians.    

budget $25 million

            $236 million

based on a book by Margot Shetterley 

fox 2000, owned by Walt Disney 

Goodwin - conventions of music videos

questions-

in what ways is 'letter of the free' a typical musical video?

performance video 

editing 

how does letter to the free use and/or subvert the conventions of an R&B music video? 

  

Maybelline 

don't normally have a narrative
slow motion
a much more fluid social context - changing, more pluralsitic representations in 2017 reflecting diversity
part of Maybelline's digital campaign for their big shot mascara brand
first time Maybelline has used a male ambassador to promote their brands.


non prescribed two step flow theory can apply in the same way vlogger Zoella influences her brands to buy into brands

Gutierrez is openly gay and mexican in binary opposition(strauss) to fierce heterosexual western stereotypes in the score advert
😱😎



opening shots represents both the brand as stars in a filmic connotation

secondary personas of both stars position the audience early on into a dominant preffered reading

high key lighting and a bright colour pallet encode an upbeat mode of address.



saturated imagery speeded up film and close up of gold suitcase has luxury connotations
camera zooms in to reveal iconic product - gold represents the brand colour but also its status
slow motion is used to dramatise flying mascara while both stars embrace and kiss the product anchoring, using Hall a preferred meaning that the brand is to be desired


a close up of glinting gold reinforces the aspirational status of the brand

jump cuts on the extreme eye close up position the audience using Judith Butler to recocise gender fluid representations

canted/dutch angle camera sees both Manny and Shayla entering a room, fully dressed and made up reinforcing Butler reading a lack of constructed gender roles
MCU sees both happy and smiling with the non diagetic sound of glitter glinting with gold.



Maybelline logo anchors brand identity

using Gauntlet - web 2.0