Term Break Homework Essay (July Break) - Audiences

 "In relation to the media area you have studied, discuss the ways audience consumption has changed over time."

T2 | Wk 9 - Friday - Audience Trends - Research

  Audience Trends 

 

HOW Audiences are watching has changed;

1. Active Audiences & Participatory Culture

• Trend: Audiences are no longer passive—they produce content, share, remix, and influence media narratives.
• Examples: TikTok trends, memes, fan fiction, YouTube commentary.
• Theory tie-in:  Stuart Hall – Reception Theory(preferred/oppositional/negotiated readings).

 

2. Second Screening and Multi-Platform Interaction

 

• Trend: Audiences often engage with films through other platforms simultaneously (e.g., looking up trivia while watching, or tweeting about a movie).
• Examples: Live tweeting during awards shows or trending hashtags during releases (#Barbenheimer).
• Why it matters: Film engagement is now extended and social; impacts how filmmakers and marketers reach viewers.
• Theory: Reception Theory (Stuart Hall)—meaning can shift when viewed with other media inputs.

 

WHAT audiences are watching has changed 

 

3. Algorithmic Personalization

• Trend: Social media and streaming platforms use algorithms to personalize content feeds.
• Examples: Netflix recommendations, TikTok “For You” page.
• Implication: Filter bubbles; audiences rarely see content outside their interests.

 

 

4. . Short-Form Content Preference

• Trend: Attention spans are shortening; short videos dominate
• Examples: TikTok, YouTube Shorts, Instagram Reels
• Why it matters: Editing styles, narratives, and advertising must adapt.
• Theory tie-in: Blumler and Katz – Uses & Gratifications (entertainment, escapism in short bursts).

 

5.  Niche Audiences & Fragmentation

• Trend: Mainstream media struggles to reach mass audiences; people engage with niche, interest-based content.
• Examples: Podcasts, YouTube channels with specific focuses (e.g., true crime, K-pop, tech)
• Implication: Audiences are more segmented than ever.

 

 

 

WHERE audiences are watching has changed 

 

6. Mobile-First Consumption

• Trend: Most audiences, especially younger ones, consume media via smartphones.
• Examples: Vertical video on TikTok, Instagram Reels, Snapchat; mobile gaming.
• Why it matters: Media producers now design content specifically for mobile formats.
• Theory tie-in: Uses and Gratifications Theory—audiences choose media that fits their lifestyle.

 

7. Streaming vs Cinema – Changing Viewing Habits

• Trend: Audiences increasingly choose to watch films at home on streaming platforms instead of going to the cinema.
• Examples: Netflix’s Glass Onion: A Knives Out Mystery had a limited cinema release before streaming; Disney+ released Soul and Turning Red directly online.
• Why it matters: Impacts box office revenue, marketing strategies, and the future of theatrical releases.

·       Theory: Uses and Gratifications Theory—audiences prefer convenience and control

 

8. Globalization of Film Audiences

• Trend: Non-Hollywood films gain global popularity thanks to subtitles, dubbing, and streaming and Hollywood movies going international 
• Examples: Parasite (South Korea), RRR (India), Money Heist (Spain – though a series, it demonstrates trend). / Examples of Hollywood changing movies to suit Chinese audiences - 'Top Gun' / '2012'
• Why it matters: Challenges Hollywood dominance; audiences embrace diverse storytelling.
• Theory: Cultural Imperialism vs. Cultural Hybridization. (A2) 

 

9. Fragmentation and technological convergence 

·       Trend: Audiences are accessing media based on demand, thanks to the accessibility of technological devices and the internet

·       Examples : Family members all watching / consuming content on different devices 

·       Why it matters: Challenge to media producers to find audiences on different platforms, no centralised audience anymore

• Theory: Uses and Gratifications Theory—audiences choose media that fits their lifestyle.

 

 

 

  

 

 

T2 | Wk 9 | Tuesday - Audience trends - Cinema

 

Today you are going to do the following research on audience trends.

You are then going to look at the numbers for your Hollywood blockbuster and compare that to your other films.

Questions to research;

- What were box office numbers for your films? 

- What correlations do your numbers have with the type of release? (for example, was it during Covid, was it released simultaneously online to streaming?)

Make a few notes about NZ film 

https://www.collaborate.co.nz/journal/the-new-zealand-film-industry-in-2025-a-brighter-future-for-nz-film

https://www.scoop.co.nz/stories/CU2309/S00050/strong-growth-in-on-demand-viewing-latest-audience-trends-from-nz-on-air-research.htm

 https://www.kantarmedia.com/news-and-resources/consumer-cinema-trends#

Good article on current research indicating WHO is attending the cinema and also factors contributing to these outcomes;

https://gruvi.tv/post/movie-audience-demographics/

How did NZ cinema fare over Summer? 

https://stoppress.co.nz/news/kiwis-embrace-the-big-screen-over-summer/

T2 | Wk 9 | Uses + Gratification Theory

Today we are going to look at Blumler and Katz's uses and gratification theory. 

Here are the 2 videos to watch in class, for your reference. This theory should be referenced and explained in your essay.

ACTIVITY:

Write a paragraph for an audiences essay that includes;

- Stuart Hall's Reception Theory 

- Shirky's End of Audience Theory 

- David Gauntlett's Identity Theory 

and

- Blumler and Katz' Uses and Gratification Theory 

The question to answer would be;

"Media audiences are increasingly active in how they consume and engage with media products." Discuss this statement. 

T2| Wk 8 | Monday - Distribution as part of audience study

   Media Studies - DistributionSearchInfoShoppingTap to unmute2xIf playback doesn't begin shortly, try restarting your device.•hello and welcome to my easy tounderstand guide to Media distributionUp nextLiveUpcomingCancelPlay NowShareInclude playlistAn error occurred while retrieving sharing information. Please try again later.Watch laterShareCopy link

Activity 1 

CLICK HERE  to rad an article outlining HOW you get a film distributed. 

Read the Wikipedia page for distribution to find answers to the following;

1. What are the different types of releases? 

2. How have release strategies changed with the development of technology?

3. What are ancillary rights?

4. What is a theatrical window? 

ACTIVITY #2

Click here to read the article on DISTRIBUTION (The Art Of the Deal) and then answer the following questions;

1. What are the two different financial models that distribution agreements are based on?

2. Describe what they both entail.

3. What are ancillary rights?

4. What is the definition of the film's 'opening' and what factors are taken into account when making decisions about a film's opening? 

5. What does it mean if a film has 'legs'? What factors might determine this? 

6. At the time of this article, how many theatres were there across USA and where are they mostly located?

7. What role does a 'buyer' play and what are some of the terms they negotiate?

8. What are the 2 ways a theatre may release a movie? Explain how they work.

9. What is meant by a 'loss leader'? 

ACTIVITY #3

Go to your case study notes on the 4 films you looked up information for. Check what information you have about your film's ditribution process.

- who distributed the films?

- how were they distributed?

- Where were they released and when?

- What type of release did they have?

 Class discussion 

For 5 minutes, brainstorm all the ways media consumption has changed over the last 3 generations.

GRANDPARENTS

PARENTS 

TEENAGERS / YOUNG ADULTS

Gen Z

1997 – 2012

13 – 28

"Discuss how changing audience trends have affected the way media products are consumed and distributed. Refer to examples from media platforms you have studied."

T2| Wk 7| Wed / Thurs - Shirky's

Today we are watching 'A Youtube GENERATION' 

You are going to use the theory below and Youtube as a case study in the following essays;

1. Ownership - changing models of media ownership 

2. Technology - how the internet has changed modelf of media ownership 

3. Audiences - how audience trends have changed and we now have a generation of 'ProSumers' 

Some things to consider for your upcoming essay;

• Define media success (e.g., audience reach, profitability, cultural impact).

• Briefly explain YouTube as a hybrid platform — both a distribution platform and an institution that enables user-generated and corporate content.

• State your argument: YouTube's unique funding model (advertising, partnerships, premium services, and creator monetization) has been a core driver of its global success.

 Shirky – end of audience theory.

What is it?

Audience behaviour has changed due to the internet and the ability for audiences to create their own content at home thanks to the lower cost of technology. This new audience doesn’t just consume media, but also produces it – creating the term ‘prosumer’.

Amateur content made this way has different values to professional media producers, in that it promotes a connection between other amateur producers – they both deeply care about the products they make and can help them work together.

When they work together in this way, audiences can make more content than producers – Wikipedia is a good example of this.

What is the advanced version?

In the ‘old’ media, centralised producers addressed atomised consumers; in the ‘new’ media, every consumer is now a producer. Traditional media producers would ‘filter then publish’; as many ‘new’ media producers are not employees, they ‘publish then filter’.

These amateur producers have different motivations to those of professionals – they value autonomy, competence, membership and generosity. User-generated content creates emotional connection between people who care about something. This can generate a cognitive surplus – for example, Wikipedia can aggregate people’s free time and talent to produce value that no traditional medium could match.

‘The Audience’ as a mass of people with predictable behaviour is gone. Now, behaviour is variable across different sites, with some of the audience creating content, some synthesising content and some consuming content. The ‘old’ media created a mass audience. The ‘new’ media provide a platform for people to provide value for each other.

T2 | Wk 7 | Tues - The Interview (Case Study)

   Hey guys,

I want you to make some notes on the following videos, looking at The Interview as our case study example. 

Visit this website to check out some facts about the movie, so you have these ready for an essay, too...

You would use this case study in an essay about 

- ownership 

- technology (mainly how the internet has changed movies being so globally available)

- audience (how movies are now made for a global audience, even when not intended)

 

Watch until 1.22mins

T2 | Wk 7 - Mon - NZFC - Ownership in a NZ context

   Hi guys!

Today's research is going to be useful for any essay regarding ownership.

We are going to look into the New Zealand Film Commission. 

I want you to open your case study blog post and do some research on the NZFC and answer the following questions;

1. Who are the NZFC and what is their primary purpose?
2. What films have they funded in the last 5 years that did really well internationally?
3. What films have they funded in the last 5 years that you have seen or that you know have been popular?
4. What services do the NZFC offer to help NZ filmmakers in the production process?

www.nzfilm.co.nz/new-zealand

List of films from NZFC

Now I want you to consider the following question on a brainstorming page that you will title, "INSTITUTIONS (OWNERSHIP)".

Flick though this slideshow and make some notes but keep in mind this is British and we are focusing on the NZFC so mainly take the generalised points about ownership and what affect it has on a film being made.

"How does the status of the institution impact on how they engage with the major stages of production?"
(basically, how does it impact a film being made to have the backing of a massive conglomerate like Disney, as opposed to being a filmmaker from NZ wanting to make an indi film).

Write points for;

1. Production (getting funding / cast & crew / music for the film / technology & equipment)
2. Distribution / marketing ( actors promoting the film / vertical & horizontal integration / synergy & cross-media-convergence)
3. exhibition & exchange (the type of release you may have / the rights to the film / piracy)

***NZFC new funding update 

The New Zealand Film Commission (NZFC) has announced key funding changes for 2025, designed to simplify processes, enhance accessibility, and support a broader range of filmmakers. With an emphasis on cultural storytelling, commercial viability, and innovation, these updates aim to make New Zealand’s film industry more dynamic and globally competitive.

Filmmakers will now be required to define the aspirations of their projects from the outset. This ensures that NZFC funding aligns with the film’s intended impact and goals. Projects should fit into one or more of the following categories:

Cultural: A film that represents Aotearoa’s identity and unique storytelling.

Critical: Aimed at international film festivals and critical acclaim, with a clear audience and distribution pathway.

Local Audience: Strong potential to connect with and engage New Zealand audiences.

Commercial: A film with market attachments and international sales potential.

Innovation: Projects by emerging or distinctive filmmakers that push creative or technological boundaries.

By clarifying these aspirations, filmmakers can better align their projects with NZFC’s funding priorities.

T2 | Wk 6 - Thurss - Piracy

   

This concept of PIRACY can come into an essay on;

- Audience trends

- technology

- ownership 

Look up the piracy stats for your case studies and see what you can find. 

https://www.ctam.com/wp-content/uploads/MUSO-2022-Film-And-TV-Piracy-Report.pdf?access_pid=MjM1IzY0NjNhNDYxMWVkYWQ

T2 | W6 - Wed - China + the global audience

   

Have a watch of these 2 videos and make notes. Be careful to get stats/ quotes and case study examples that you can use in essays.

You can use the concept of a global audience impacting representation / impacting Hollywood in the following essays;

- Audiences (in relation to how audiences are not just local, consuming local media but Global and the issues that arise with this)

- ownership (in relation to how Hollywood are powerful but with money being their bottom line, they compromise on Western values to gain Chinese audience support)

- technology (in relation to how proliferation of the internet has shifted audiences from local to global and some of the issues that arise with that)

Homework due Friday - OWNERSHIP ESSAY

 Hi guys

We are tackling an essay on OWNERSHIP.

I want you to answer the following essay question, using the points of interest below;

"To what extent does Media Ownership impact the success of a film."


Please(!!!) plan your essay like we discussed, before attempting to write it.

In your plan:

• write a killer, clear, easy to understand opening sentence that sums up your position on the question.
• write 4 - 5 solid points that you will expand on in each paragraph
• write bullet points for case studies / facts / figures / quotes that you have for each paragraph to back up your points
• use case study and research ALL THE WAY THROUGH
• use terminology from class notes / glossary ALL THE WAY THROUGH

In your essay, cover the following

BASIC IDEAS

1. Hollywood's DOMINANCE over media industry
2 NZ's film industry situation - NZFC (compare & contrast issues for NZ film production competing with Hollywood)
3. Piracy as an issue for all

• how is media ownership structured (conglomerates / Hollywood big 5 - who are they?  / subsidiaries / Disney case study - what does Disney own? What are they worth? how much of our media are they actually making? )
• contrast Hollywood with NZ film (who are NZFC? What films have they made in last year? What are NZFC driven by (what is their end goal) / what types of films are being made and why? )
• How does the $ of ownership influence cross-media convergence / synergy opportunities? Does it influence how successfully a film is marketed?? (CASE STUDIES to back this up / 'What we do in the shadows' / Hollywood Blockbuster case study marketing strategies / Dark Knight Why So Serious marketing campaign / Cases that contrast how indi films struggle or NZ funded films struggle in comparison? maybe they don'y struggle? Maybe the internet has levelled the playing field?  / Horizontal Integration & Vertical Integration  - how does this benefit a film's success and give examples of both types of integration
• benefits of big $ to spend in ALL stages of production? (use your brainstorm from Monday - e.g. being able to hire big stars which also helps in promoting film (give EXAMPLES), benefits of technical equipment and bigger budgets for things like sounds / special effects etc
• impact of a big company vs indi film in things  like distribution - how does big $ make a difference in distribution process? Think integration of companies and how that may affect a film being distributed. How much harder is it for a small indi film to get distributed vS. your Hollywood blockbuster?
• Impact of big conglomerate on the TYPES of movies being made. What are top grossing movies of last year? Who made them? What types of movies are being produced and re-produced because they're popular? What happens to the original storyteller and stories that need to be told? How does Hollywood's domination of the market affect independent films or international films who want to get work out there?
• Piracy - how does this affect people who own the media? Use case study examples and research you've done to talk about this

T2 | Wk 4| Homework due Wk 4 Thursday

  David Gauntlett's Identity Theory 

https://guilsboroughschoolmedia.wordpress.com/2019/06/12/david-gauntlett-identity-theory/#more-614

Include both this theory and Stuart Hall's Reception theory in an introduction to the following clip;

https://www.youtube.com/watch?v=goG5OTL10JU

Answering the following question;

"How do the four technical elements create meaning?"

   Hi guys,

You are going to watch this clip and do a practise exam question on it;

Question; 

Explain how meaning is created using the four technical elements in the following clip;

Remember to practise for exams by watching this through 4 times and give yourself 2 minutes in-between viewings for note-taking and then 45 minutes to write your essay. Also, note that the exam clip will be about 3 -4 minutes so not quite as long as this one. 

Some new Key Words for your glossary;

STEREOTYPE

 a widely held but fixed and oversimplified image or idea of a particular type of person or thing.

JUXTAPOSITION

the fact of two things being seen or placed close together with contrasting effect.

"the juxtaposition of these two images"

Motif & Symbols

 

T2 | Wk 3 - Thursday Classwork - Avatar Way of the Water (Marketing)

 https://www.youtube.com/watch?v=RKcAJZKDZrA

                          Avatar: The Way of Water and Mercedes-Benz           

Avatar Way of the Water Marketing PLan - social Media 

https://medium.com/@katesark88/avatar-the-way-of-water-social-media-marketing-strategy-to-drive-success-at-the-box-office-and-7d36f0cccdb2

Avatar - Way of the Water - Use of technology 

https://www.youtube.com/watch?v=IPQ5vTqqdgE

T2 | Tues | Classwork - Case Study Research

  

Case Study requirements;

- NZ Film 

- a Hollywood Blockbuster (your choice) (Avatar, way of the Water is a good choice)

- an Indi-film (one not made/ funded by a big Hollywood production studio)

- A film that didn't do well (The Interview)

You need to know EVERYTHING about these films. 

- date of release 

- what their budget was

- what they made on opening weekend

- what gross earnings were for the film

- who directed it

- any A-list cast / actors?

- controversy or context around it - if any?

- who distributed the film? 

- who funded the film (Indi - if so? How did they fund it? - crowd-funding etc)

- what did critics say about it? reviews and how it was received by the public

- how was it distributed? (DVD / streaming platform etc)?

- Marketing campaigns - what was marketing budget / what ways was it marketed? 

T2| Wk 2 | Monday - Disney as an INSTITUTION and case study

 Major film studios are production and distribution companies that release a substantial number of films annually and consistently command a significant share of box office revenue in a given market. 

In the American and international markets, the major film studios, often known simply as the majors or the Big Five studios, are commonly regarded as the five diversified media conglomerates whose various film production and distribution subsidiaries collectively command approximately 80 to 85% of U.S. box office revenue.

 

Since the dawn of filmmaking, the U.S. major film studios have dominated both American cinema and the global film industry.^[5][6] U.S. studios have benefited from a strong first-mover advantage in that they were the first to industrialize filmmaking and master the art of mass-producing and distributing high-quality films with broad cross-cultural appeal.^[7] Today, the Big Five majors – Universal Pictures, Paramount Pictures, Warner Bros. Pictures, Walt Disney Pictures, and Columbia Pictures – routinely distribute hundreds of films every year into all significant international markets. It is "nearly impossible" for a film to reach a broad international theatrical audience without being first picked up by one of the majors for distribution.

 

The Big Six remained dominant until 2019, with Disney's acquisition of 21st Century Fox including TCF. This resulted in a new "Big Five" for the first time since Hollywood's Golden Age. Paramount and Warner Bros. are the only early Big Five members to remain as majors today.^[8]

Definitions 

Who are the Big 5?

What is a Subsidiary 

What is a Conglomerate ? 

 

Case Study 

 

Disney - write some key facts and information found in the videos below to bolster your Disney case study

https://www.youtube.com/watch?v=EpL9Yk1GT9c