Institution terminology

Institution- an organization- in this case media institutions. Any organization who produces and distributes media texts. Cross media ownership- media across the platforms. Apply in the exam by saying that institution is an established cross media institution (if it is.) Convergence- the process of media operating across all 3 platforms. Explain what the benefits of this are. Synergy- the process by which media institutions use a range of platforms to promote, sell and distribute their products. Eg high school musical the film, dvd, cd, magazine etc. Distribution- releasing media products to the world Media conglomerates- Big media companies Ownership and control- who owns and controls the mass media Hegemony- those with great power. Think media conglomerates. News international, BBC etc ( for example, News international upholds hegemony in the media industry.) Powerful institutions can influence the attitudes, interests, beliefs and desires of people on a world scale Mediation - Links to representation- a form of editing or selection done by the press. Choosing which stories/media to release and which content to include. Dominant ideology- A commonly accepted set of beliefs/values in the media Western ideology- the set of values and beliefs commonly held by the western world. Capitalist ideology- believe in value of making money Brand identity/ personality and image of the institution- What personality does the institution create? Eg cool, trendy, young. PSB public service broadcaster- publically funded through the license fee. BBC. Commercial broadcaster- funded through commercial gains, advertising etc BBC remit is EDUCATE, INFORM AND ENTERTAIN. (entertain was deliberately placed last) High production values Liberal pluralism- is the dominant perspective linked to capitalism-supports competition in the mass media. Defends wealthy organisations. Promotes freedom of expression. Marxists could counter this and argue that capitalist society creates class domination and a media monopoly with little regulation or competition. They argue that capitalist societies support the elite institutions. Brand identity- the characteristics that define a particular brand. It is a brands personality. What the institution shows vs reality Binary opposites Preferred message Main message Narrative- todorov Type of image portrayed eg positive Ideology Idealistic lifestyles Brand image- what the audience will get from the vid Brand values What way do they promote the video/message through the text In what ways has the text been influenced or shaped by the instituition that produced it Public service of commercial institution? Institutions relationship to us as individuals

How to attack the institution question:

IBOP

An institution Definition:any company or organisation that produces, distributes or exhibits films. The BBCmakes films with theirBBC Filmsarm;Channel4's Film Fourproduces films, Working Title also produce films, as doesVertigo Films, etc. Some institutions need to join with other institutions which distribute films.Vertigo Filmsis able to distribute its own films, Channel Four distributedSlumdog MillionairethroughPathe.Working Title's distribution partner isUniversal, a huge US company which can make, distribute and show films. The type of owner ship within an institution matters as, for instance,Channel 4and theBBCare able to show their own films at an earlier stage than other films made by other institutions. They are also better placed to cross-promote their in-house films within their media organisations.

Distribution and MarketingDefinition:the business of getting films to their audiences by booking them for runs into cinemas and taking them there in vans or through digital downloads; distributors also create the marketing campaign for films producing posters, trailers, websites, organise free previews, press packs, television interviews.

ExhibitionDefinition:showing films in cinemas or on DVD. Media attention through opening nights and premieres How the audience can see the film: in cinemas, at home, on DVD, through downloads, through television, including premieres, the box office take in the opening weeks; audience reviews which includes those of the film critics, ordinary people, cinemas runs; awards in festivals, The Oscars, BAFTAS, etc.

Examples:The Boat That Rockedopened on wide release in over 400 cinemas in April 2009. The film flopped at the box office for a number of reasons: the critics' reviews, poor weather putting off cinema goers, and perhaps the lack of a strong female character. The film also flopped on American release in November 2009. However, young people and older people like the film: sales in Morrisons and other supermarkets seem brisk before Christmas as many are buying the DVD as a present to cheer people up during these dark winter months.Slumdog Millionairealmost never got distribution. Its early US distributor, Warner Independent was a victim of the economic downturn and went out of business. The film's makers then struggled to find a distributor! Then Fox Searchlight stepped up and "the rest is history".

ExchangeDefinition:The unintended use of an institutions media text (i.e. a film) by OTHER PEOPLE who use the film or parts of it to form new texts. What happens to a film, etc. after the public get their hands on it using digital technology.Examples:People unconnected to the institution/ film using WEB 2.0 applications such as YOUTUBE, Blogger, Amazon film message boards, TWITTER, Face-Book, discuss the film or edit parts of together to form a new text which the may then put a new soundtrack to and publish on YOUTUBE, etc. When you add a trailer from a site like YouTube on your blog you have been engaging with exchange.

Synergy/SynergiesDefinition:The interaction of two or more agents (institutions/companies) to ensure a larger effect than if they acted independently. This is beneficial for each company through efficiencies in expertise and costs.

Viral MarketingDefinition:A marketing technique aiming at reproducing "word of mouth" usually on the internet and through existing social networks. YouTube Video pastiches, trailers, interviews with cast members, the director, writer, etc. You can find interviews of the talent trying to gain publicity for your case study films on YouTube.

Guerilla MarketingDefinition: The use of unconventional and low cost marketing strategies to raise awareness of a product. The aim is usually to create buzz and word of mouth around a film. Unusual stunts to gain publicity (P.R.) on the films opening weekend, etc.

Examples:Sasha Baron Cohen created buzz before the release of his film Borat by holding fake press conferences. The studio also accessed the popularity of YouTube by releasing the first 4 minutes of the movie on YouTube, a week before its release, which can then be sent virally across the nation. At a special viewing of Bruno Cohen landed on Eminem butt first from the roof MTV Awards venue, dressed in as an angel outfit with rents in the rear end.

Media ConvergenceDefinition 1:Convergence of media occurs when multiple products come together to form one product with the advantages of all of them.Examples:More and more films are being marketed on the Internet and on mobile phones. You no longer need even to buy the DVDs or CDs as you can download films and music directly to your laptop, Mac or PC. Blu-Ray DVDs can carry more features than ordinary DVDs and can be played on HD televisions and in home cinemas for enhanced/cinematic picture quality. You can save films on SKY digital, Free-box digital players, etc. You mobile phone has multiple features and applications. With media and technological convergence this is growing year on year. Play-Stations, X-Boxes and the Wii can can connect with the Internet and you can play video games with multiple players.

Technological ConvergenceDefinition 2:The growing interactive use of digital technology in the film industry and media which enables people to share, consume and produce media that was difficult or impossible just a few years earlier.

Examples:For instance, the use of new software to add special effects in editing; the use of blue-screen; you can use the Internet to download a film rather than go see it in the cinema; you can watch it on YouTube; you can use special editing programs like Final Cut Pro to edit bits of a film, give it new soundtrack and upload it on YouTube; you can produce illegal, pirate copies on DVDs from downloads and by converting the films format; you can buy Blue Ray DVDs with greater compression which allows superior viewing and more features on the DVD; distributors can use digital software to create high concept posters.

A Mainstream FilmDefinition: A high budget film that would appeal to most segments of an audience: the young, boys, girls, teenagers, young people, the middle aged, older people, the various classes in society. Distributors often spend as much or more than the film cost to make when distributing mainstream films that are given wide or universal releases.

Example:The Boat That Rockedwas a mainstream idea and was given the mainstream treatment on wide release. The film flopped at the UK box office on release ( and has not done too well since mid November 2009 on release in the USA. This was mostly because of its poor reviews, particularly from Time-Out. However, when young and older audiences see the DVD they generally like the film because of its uplifting storyline and the well-chosen soundtrack.

Art House FilmsDefinition:A low budget independent film that would mostly appeal to an educated, higher class audience who follow unusual genres or like cult directors that few people have heard of. Therefore it is usually aimed at a niche market. Foreign films often come under this category.

Ratings bodiesBBFC -TheBritish Board of Film ClassificationHow your institutions films are rated will affect audiences in so far as WHO can see them. Remember that sex scenes, offensive language, excessive violence, the use of profanity, etc. can affect the rating and certificate the film receives and therefore affect who is able to see the film.

Past paper questions on institution

Question 1 Media Institutions (12 marks) What is the BBC hoping to achieve by including behind the scenes footage?

Question 1 Media Institutions (12 marks) How does the trailer promote Channel 4s brand image?Question 1 Media Institutions (12 marks) How does the institution take an original and positive approach to road safety advertising? Question 4 Media Institutions (12 marks) How does i brand itself as a new kind of newspaper in the age of online news? Question 2 Media Institutions (12 marks) How does the advertisement communicate brand values for John Lewis? Question 2 Media Institutions (12 marks) How is the brand image of the MINI Clubman promoted in the video?