T3 | Wk 8 | Thursday - Covid / Audience presentation

 

Today the A2 Media Studies students are presenting their findings on the Covid pandemic impact on audience trends. This is helpful for your context and critical debates for audience, ownership and technology essays.

  Go through your blogs and make sure all Audiences and Institutions blog posts are hidden.

Create labels and sort all your remaining work into the following categories;

1. Preliminary Task 1 

2. Preliminary Task 2 

3. Foundation Portfolio 

Go through your blog in 'view' mode and check blog posts for;

- correct title labels

- correct spelling

- formatting 

Have a friend go through your blog to check that everything works and is embedded correctly and laid out in a user-friendly way. 

T3 | Wk 8 | Wed / Thursday - Blumler and Katz - Uses and 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. 

T3 | Wk 8 | Tues - Audience - trends and application to essay questions

   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.

 

 

 

  

 

 

T3 | Wk 8 - Mon / Tuesday - Audience Research Continued

Check this link out for Global and NZ digitisation trends.

Questions;
1. How many of the world's population are currently connected to the internet? (slide 6)
2. How many of the world's population are active social media users? (slide 6)
3. What are the top 5 social media sites used globally? (slide 10)
4. What two age-groups have the largest contingent of social media users? (slide 12)
5. What percentage of NZ's population are connected to the internet and what percentage have social media? (slide 15)
6. What are the top 3 devices used to consume media in NZ? (slide 18)
7. How many hours a day are NZ's watching/ streaming online TV services? (slide 19)
8. What percentage of internet users in NZ swatch videos online and what percentage stream content via the internet? (slide 28)
9. What are NZ's top 5 social media sites? (slide 33)



Check out this link for trends within NZ for media consumption

Questions;

1. Who are considered 'i-gens' (page 3 )
2. In what ways are i-gens connected and using digital technology? (pg 4)
3. How would you describe the relationship with i-gens with the content of the media they are consuming? (Summarise page 5)
4. In what way does social media play a part in influencing i-gens activity in whether they watch a film or not? (p7)
5. List the emotional motivations that drive i-gens to watch movies at the cinemas and what in general do they like about it? (p8 & 10)
6. Comment on why i-gens opt to watch movies online at home (p 9)
7. What do the i-gens say is negative about the cinema experience? (p11)
8. Use page 13 to write a few sentences about how i-gens should be marketed to if you are trying to get them to watch your film
9. Use pages 14 - 19 to write a few points about the way i-gens prefer to engage with media and what they want out of a media consumption experience

T3| Wk 7 | Friday - Case Study - Netflix

 https://www.youtube.com/watch?v=R80-_WR5mks

T3| Wk 7 | Friday - Disney - Case Study of how the institution transforms to reach audiences

https://www.youtube.com/watch?v=xzuStMPBt1A

 

T3 | Wk 7 | Friday - Audience Question

 

 1. Analyse how media institutions are using different platforms to engage with their audiences.

T3 | Wk 7 - Wednesday - Case Study - Youtube

     ARTICLE with information and stats on YouTube

Questions

- how have any of your case studies used Youtube? 

- What sort of success have these case studies had? 

- How much has YouTube and Web 2.0 helped your film reach a wider audience?

Video #1 - An Origin Story 

Video #2 - Youtube's story

- how much content is created everyday?

- Who acquired Youtube and how much was spent?

- how was allowing people to monetise channels, a major shift in the industry?

- how were algorithms  used to Youtube's advantage with subscribers? 

- name some of the ways Youtube has changed and added aspects to their channel to increase audience / subscribers? 

 ARTICLE with information and stats on YouTube

https://thesocialshepherd.com/blog/youtube-statistics

T3 - Wk 7 | Monday - Wednesday - Audience Research Assignment

 

We are studying audiences for this next part of the puzzle in the media landscape picture. 

Your task is to conduct a research project to compare and contrast media use across the demographics. 

Action points;

1. Demonstrate and outline clear breakdown of the demographic brackets that you'll be using 

2. Create a questionnaire that includes a range of questions that gathers information on media use; including time spent consuming media, where media is accessed and ways in which technology is used in consuming media. 

3. You'll need a sample size big enough to gather significant data and qualify trends that emerge (this should be at least 10 people in each age bracket / demographic)  

4. Collate the data and put together a presentation on your findings 

5. Taking it a step further - how are institutions developing and changing in their response to audience trends 

You will be marked as follows;

- Research conducted is thoroughly conducted, using well thoughr-out questions, across an appropriate sample pool for the purpose of the exercise 

- Research is collated and presented in a professional, clear way. Conclusions and findings are presented in a way that demonstrates understanding of key concepts.

- There is a clear understanding of how the audience trends identified impact media institutions and the way they interact with audiences. Examples are detailed, varied, relevant and back-up the findings  

- The presentation utilises relevant blog tools in a way that clearly and effectively lays out information. 

T3 | Wk 3 | Tuesday - NZFC

  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.

T3| Wk 3 | Wednesday - Exploring representation of gender

Write a mini essay on the following representation of GENDER and CULTURES. 

Your essay should be around 1.5 pages long. 

First - watch this video explaining Stuart Hall's perspective on representation 

https://www.youtube.com/watch?v=FWP_N_FoW-I

I'd like you to include the following theories in an opening paragraph to the clips below;

1. Stuart Hall's reception theory 

3. David Gauntlett's Identity theory 

4. Active vs. Passive theories (Hyperdermic needle / 2 step flow theory)

The question is, "How is meaning created in this clip, using the four technical elements"

Compare and contrast the first clip from Netflix TV drama, 'Maid' with this clip from Season 1 of Suits. 

Consider differing perspectives on gender and the role women play in society today. Considering David Gauntlett's theory on identity, how may these 2 clips impact women constructing their identity? 

Maid clip – family dinner 

 

https://www.youtube.com/watch?v=CpS9_r5dECY&list=PLI0GtBzO2OgJdzfSvKEQSPAxuTDJ4vOde

T3 | Wk 2 | Thurs + Friday - Technology THEN vs. NOW

We are going to revisit CHANGES IN TECHNOLOGY as a topic today.

Remember we watched Keanu Reeves, "Side by Side" and you made some good notes (everything you'll need for an essay) for writing about the move from film to digital.

1. Today we are going to explore technological changes and what impact that has on the film indutstry. You need to be able to comment on CHANGES IN TECHNOLOGY AND HOW IT IMPACTS EVERY PART OF THE PRODUCTION PROCESS (production / post-production / distribution / exhibition / consumption)

This article from last week has a lot in it in terms of technological advancements / changes in technology that impact the film industry;

This article here  has a good amount of information on how technology has changed audience viewing habits,

2. Make notes in preparation for an exam question that could include technological changes.

• Make some notes on the features of both types of media. 
• Make some notes on the key differences between both of them 
• Write some examples of new media and old media 

 https://www.youtube.com/watch?v=q5QKkrLoI7g

T3 | Wk 2 | Wed - Examples for a technology essay

  Impact of technology on different phases of production 

Example 1- 'Tangerine'

the 2015 film Tangerine was famously shot entirely on three iPhone 5S devices, a groundbreaking technical feat at the time. Director Sean Bakerchose the iPhone as the most appropriate and mobile tool for his street-level story, using an anamorphic adapter from Moondog Labs to achieve a wide, cinematic look, and the Filmic Pro app for manual image control. The film's distinctive "pop verité" aesthetic also involved increasing the color saturation in post-production and minimal, creative lighting

https://theasc.com/articles/tangerine-iphone-enables-streetwise-story

2. Deadpool (2016) 

https://en.wikipedia.org/wiki/Marketing_for_Deadpool_(film)

3. Avatar, WOTW (CGI and motion capture)

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

T3 | Wk 2 | Tuesday - Avatar example of technology in production

Watch this clip and make some notes about the technology used in the Avatar franchise, more importantly the recent ones. 

 https://www.youtube.com/watch?v=WrKL432F86Q

Use this case study information to write a paragraph in relation to and linked to the following questions;

1. How does ownership impact the products created in the media area you have studied?

2. How have technological developments impacted products in the media area you have studied?

T3 | Wk 2 | Monday - Technology and AI - ethical

  Have a read of this article.

Make some notes of the benefits of AI in the film industry as well as some of the challenges that will now arise.

https://raindance.org/the-impact-of-ai-on-the-film-industry-a-producers-view/

https://www.theguardian.com/film/article/2024/jul/27/artificial-intelligence-movies

T1 | Wk 1 | Friday - Technology's impact on filmmaking (AI)

Watch this clip and make notes in class as to how AI is impacting the filmmaking industry and what ethical concerns or just concerns in general, we should have about the future of this industry with continued AI development 

 https://www.youtube.com/watch?v=fBr4xloJky4

ACTIVITY 

Write a 1 page response to this question 

"AI presents some benefits for the film industry but the challenges seemingly outweigh the benefits." Discuss this statement and whether you agree or disagree using examples from the video. 

T3 | Wk Essay Question (technology) - Due Friday 7th August

    

"What Impact has digital technology had on the media area you have studied?"

T3| Wk 1 | Wed - technology impact on how films are made

   

Digital technology changes in how filmmakers are using web 2.0 

https://raindance.org/exploring-digital-media-through-filmmaking-trends-in-2022/

https://www.sae.edu/gbr/insights/how-technology-is-revolutionising-film-production/

Another article with some great points in how technology is changing the way films are made;

https://blog.audiosocket.com/filmmaking/future-of-film/

T3 | Wk 1 | Monday / Tuesday - Technology Doco - Side by Side

Hi class,

Here is your next set of tasks:

1. Documentary 

Watch the documentary below by Keanuu Reeves (2012). He explores technological developments in the film world. Make lots of notes, answering the questions below. You will need to be able to write an entire essay on this, at exam time and for homework, soon.

2.   Case Study work

- add information to your existing case study documents in relation to technological advancements and also into your homework essay

- Think about the following questions;

-  did they include special effects / after effectcs? If so, what? (were they building  models like for original Star Wars or using CGI? 

What was their budget and in what ways did technology contribute to the budget? (compare big budget Hollywood blockbuster with the Indi film. 

What was each budget and how did technology help them in diffrerent ways?

 Did the lower-budget Indi film shoot on a digital camera?

 Did the blockbuster shoot on film? 

 

Use the following questions to gather the necessary information;

Questions should be filled out below: 

1) Note down specific changes in technology below and films that have utilized this change in technology...

 2) What has been the exclusive production, distribution and exhibition format for over 100 years?

 3) What is going to replace 35mm film?

 4) Note down key quotes from directors regarding digital and film production and exhibition:

 5) How is digital processed?

 6) How does the documentary discuss the production and post production process? 

7) How is digital helping or hindering film production, post production and exhibition?

 8) Note down key quotes from editors regarding digital post production: 

9) What is the impact of digital technology and what does the future hold? 

T3 | Wk 1 | Wed - Technology in The Odyssey

 https://www.youtube.com/watch?v=zE01rTiMDuM

T3 | Wk 1 | Monday - CGI fatigue

    Watch the first Barbie video, a few minutes of the second Barbie video, the Oppenheimer video and the Avatar video.

Answer these questions;

- Name of film and year it was released

- director of each film 

- did the directors choose digital or film to shoot these? 

- what SFX / CGI was used in these films? 

- what practical effects were used in the making of these films

- a quote or interesting fact about the making of these films 

- how well have each of these films done in Box Office earnings? 

- what have rotten tomatoes reviews been for these? 

Contrast these films successes with Antman vs. Wasp and make some notes on the contrast between them.

T3 | Wk 1 | Thursday - Changes in technology - then and now

    Hi guys,

We are going to revisit CHANGES IN TECHNOLOGY as a topic today.

Remember we watched Keanu Reeves, "Side by Side" and you made some good notes (everything you'll need for an essay) for writing about the move from film to digital.

Today we are going to explore technological changes and what impact that has on the film indutstry. You need to be able to comment on CHANGES IN TECHNOLOGY AND HOW IT IMPACTS EVERY PART OF THE PRODUCTION PROCESS (production / post-production / distribution / exhibition / consumption)

This article from last week has a lot in it in terms of technological advancements / changes in technology that impact the film industry;

This article here, "Then and Now has some great points in an easy to read format for each stage of production. 

Make notes in preparation for an exam question that could include technological changes.

T3 | Wk 3 | Tuesday - NZFC

 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.