Exam case studies

1. Appeal and targeting:
Target Audience: They have a broad appeal
Audience positioning: (what texts use to place audiences into a position in order to encourage them and manipulate them into accepting messages within their
Texts) An example of this is through the use of box office figures and reviews such ad IMDb. The use of language and mode of address: choosing British actors
‘Daniel Craig’ as Bond to gain British viewers. Using tense music to show the fast paced action drama and also using a well known artist to promote the film.
Sam Mendes is also a high profile director so the audience would tend to expect a lot of high quality from his movies.
Theories: Levi Strauss Binary Opposites theory comes into play when regarding the movie. E.g. Good vs Evil. Users and gratification- escapism, social
interaction
Genre:
Action, Drama, Thriller. Could be
argued to even have its own genre
of James Bond films. Typical
conventions of an action movie e.g.
Car explosions, involvement or use
of weapons.
Narrative:
Linear narrative as it tends to be
chronological throughout.
Follows Todorov’s theory of a equilibrium,
disruption, recognition, repairing the
disruption and then a new equilibrium.
It is a single stranded narrative as we only
have a focus on one specific character.
Flexi narratives are shown (when we see a
series of narratives at once for different
reasons)
Predictable storyline and plot situations.
High thrill elements such as enigmas and
plot twists
Recognisable characters with roles- villain
(interesting) however a flawed hero
which moves away from the typical ‘Bond
Hero’
Marketing
Using a range of posters which feature
various different characters on each
poster. Billboard advertisements
Using the Bond logo which is
practically already a brand due to its
successful nature.
Appearances by Daniel Craig in
interviews. Also the appearance of
Daniel Craig with the Queen in the
Olympic opening ceremony.
Using British landmarks such as the Big
Ben, River Thames.
High concept and a big budget film
Use of trailers, release of short teaser
clips.
Global text:
Yes to an extent, the actual film is owned by MGM
even though Eon Productions which is a British
production company is what produced the movie
Representation:
Masculinity: during his hiding he was drinking and gambling, close ups to his tired expressions
and wrinkles show his physical decline and his need to prove himself.
Women: : Bernice is a victim and yet a saviour however like a ‘traditional’ bond girl she is
seduced by Bond which is seen when he walks into her shower no questions asked. Much more
of a possession and is used to get the villain, represented as the weaker woman. Eve, although
active and feisty she still is seen as falliable for example her task of shooting the villain
conducted by M fails when she misses the shot.

2. Narrative:
The narrative structure of the movie is
Non Linear and is told all the way through
Oscars eyes up until his death, in which
there is a flexi narrative also as we are
able to see how everyone is effected by
the loss of his life.
It is also a single stranded narrative as it
was told through Oscar’s perspective and
allowed the audience to connect
emotionally with the character also which
made the ending much more effective
and presumably brought up the
Genre:
The fruitvale station is a biographical,
coming of age, crime and drama film.
Appeal and targeting:
Target Audience: They have a broad appeal
Audience positioned through using a both controversial and familiar topic. Using a well known subject to
also gain their specific audience. Producers are aiming to give the consumers/audience information and
recognition of the issue that happened and the ones that are still happening.
Representation:
Masculinity: shows Oscar Grant as less of a provider however still strives to become one,
perhaps seeing that it is his ‘duty’ we can see this in the scene where he begs his boss for his job
back to support his family.
Representation of Police System: The police were represented as being brutal and racist when it
came to the end of the movie when they pulled Oscar and his friends off of the train simply
because they thought it was him causing the trouble because of the colour of their skin, the
police were forceful and did not respect any of their rights and had no legal right to obtain
them. Representation of black young males, the stereotype of them living a life relating to gang
life (money, drugs and violence) did in fact get Oscar Grant killed although his life did
not necessarily relate to it as much the police still assumed it did because of this stereotype
(which has not been tarnished or changed since the death of Oscar Grant). Not only did it
present this stereotype but it also showed the representation of working class Americans who
typically have jobs relating to working in retail and earning minimum wage or making 'ends
meat' and baring in mind their kids and striving to make a better life for them
Marketing:
Mainly the use of a popular situation to gain views, also the political and
well known issue within America when in regards to police brutality was
a popular selling point.

3. Genre:
The film is a Drama/Comedy. It was
directed by Matthew Warchus. It also
contains biographical elements as it is
based on the miners’ strike of 1984-85
and more specifically the LGSM’s support
of that movement.
Representation:
Masculinity: In some ways still sticks to the
theme of men having power and authority as
Mark the groups leader remains quite a strong
character throughout the only noticeable
feature that set a difference between the
typical conventions of masculinity being his
homosexuality. An example of this was his
inability to express his true emotions and when
having his emotions faced to him at the ending
of the movie he decided to leave.
Representation of LGBT Minorities: Although
the film does not have a distinct focus on the
community themselves it still portrays a ray of
difficulties they had within the 80s such as the
fear of AIDs and also the society’s acceptance
and reactions of the community also
Appeal and targeting:
Less broader target appeal. Targets those who want to gain information on what it was like for the LGBT
community within the 1980s, may also target people from the LGBT community themselves but also an
audience who were aware of the mining situation within Britain in the 80s
Narrative:
The narrative structure of the movie is
Linear however contains a flexi stranded
narrative, following different characters
at each time which also adds to the
dramatic elements of the movie. An
example of this was when the miners had
gone to support and campaign with the
other members of the LGSM group whilst
the elderly man (a member of the LGSM
also) was trying to persuade the other
miners to join them. The effect of the flexi
narrative created suspense as the
audience were encouraged to see the end
result.
Marketing:
Posters follow conventions of using ‘award winning’ and high rating critic labels to promote the film and encourage audiences to
watch it. There was also some controversy when regarding the DVD cover for the film within the US, it is said that the US has
‘watered down’ the true gay content in order to sell more copies. For example the removing of the LGSM banner.