Thinkbox research

http://www.thinkbox.tv/research/

Topics include:

Screen Life: TV Advertising Everywhere – Research summary
Screen Life 3 will look at emerging TV technologies and behaviours.

Payback 4: pathways to profit – Research summary
the sales and profit impact during the last eight years of five different forms of advertising: TV, radio, press, online display and outdoor.

#TVTwitter: how advertisers can get closer to conversations

TV viewers are using Twitter to complement their favourite TV content.

Irn Bru – new tartan campaign after nostalgia of Snowman over Christmas

Remember
1) seed through social media like this: https://twitter.com/MorvenProctor/status/548863885059821568/photo/1

(reference opposition in mocking tone)

2) Generate interest – appeal to Scottish target audience

(Remember YouGov says those who like Irn Bru are mostly males under 29 who live in the West of Scotland and also have an interest in “Glasgow” and “Scotland”.)

3) Track retweets and favourites

4) Link to new ad campaign – but “content is king”

5) Generate sales

Shawshank themes: going in deeper

The Burden of Isolation and Imprisonment

Each of the inmates inside Shawshank Prison is locked up metaphorically as well as literally, hiding from himself or unable to function in the unregulated world that extends beyond the prison walls. There are many levels of isolation inside Shawshank, from the large, enclosed recreation yard to the smaller work crews down to the cellblock, cells, and, finally, solitary confinement. The prison is thus a multilayered world, a microcosm of the world outside that the prisoners have been forcibly removed from. The bars, strict schedules, sadistic keepers, and predatory Sisters only add a sense of entrapment and suffocation to these layers of isolation….Red, meanwhile, identifies Andy as the part of himself who never let go of the idea of freedom. Freedom is a frightening concept for Red, who dreams of being paroled but eventually struggles to find his place in society after almost forty years in prison. Recounting Andy’s escape, therefore, allows Red to face his fears and find the psychological freedom he seeks.

The Power of Hope

Hope, more than anything else, drives the inmates at Shawshank and gives them the will to live. Andy’s sheer determination to maintain his own sense of self-worth and escape keeps him from dying of frustration and anger in solitary confinement. Hope is an abstract, passive emotion, akin to the passive, immobile, and inert lives of the prisoners. Andy sets about making hope a reality in the form of the agonizing progress he makes each year tunnelling his way through his concrete cell wall. Even Andy’s even-keeled and well-balanced temperament, however, eventually succumb to the bleakness of prison life. Red notes that Tommy Williams’s revelation that he could prove Andy’s innocence was like a key unlocking a cage in Andy’s mind, a cage that released a tiger called Hope. This hope reinvigorates Andy and spreads to many of the other inmates in the prison. In his letter addressed to Red, Andy writes that “hope is a good thing,” which in the end is all that Red has left. Red’s decision to go to Mexico to find Andy is the ultimate proof of Red’s own redemption, not from his life as a criminal but from his compromised state, bereft of hope and with no reason to embrace life or the future.

Corruption and Crime

Shawshank blurs the line between right and wrong and challenges the notion that isolating and reforming criminals will turn them into law-abiding citizens. Instead, the prison is a den of corruption, greed, bribery, and money laundering. Everyone exploits the system for their own gain, from Red, who can smuggle anything into the prison, all the way up to the wardens, who profit from forced prison labour. Andy’s willingness to launder Warden Norton’s slush money initially serves as a survival technique, a means of protecting himself by extending his good will to the administration. His complicity and knowledge of the warden’s illegal enterprises, however, keep Norton from ever releasing him for fear that Andy would reveal the warden’s secret. The fact that Shawshank is as corrupt and tainted as the outside world further justifies Andy’s escape from a hypocritical, exploitative system that cares little for the prisoners’ lives or rehabilitation.

Time

Time serves as both a source of torment as well as the backdrop for the slow, eventual achievement of Andy’s escape, his seemingly impossible goal for nearly twenty-eight years. Shawshank redefines the passage of time for the inmates, especially for the “lifers” like Andy and Red, who can only look forward to death. Hours can seem like a lifetime, and every day seems indistinguishable from the next, adding to the loneliness and burden of imprisonment. Ironically, however, time also proves to be the means of Andy’s escape and salvation and gives him hope throughout his quarter-century in Shawshank….

Symbols

Rita Hayworth

The pinup posters of Rita Hayworth and the other women represent the outside world, hope, and every inmate’s desire to escape to a normal life. Andy admits as much when he tells Red that sometimes he imagines stepping right through the photograph and into another life. More literally, Rita Hayworth really does remind Andy of his desire to actually break out of Shawshank because of the chiselled hole in the concrete that the posters conceal. As a result, Rita Hayworth embodies the sense of hope that keeps Andy alive and sane and distinguishes him from the other inmates…

Rocks

The rocks Andy sculpts serve as a cover to justify owning a rock hammer, but they also represent the spirit of hope that he exudes. As an amateur geologist, Andy is undoubtedly distracted from the doldrums of daily prison life by the rocks. Continuing to pursue his hobby gives him a sense of normality and control over his life that many other inmates lack. Displaying his collection of polished rocks on the windowsill of his cell also gives Andy a sense of accomplishment and means to measure the passage of time. More important, however, sculpting the pebbles give Andy hope and a means to fend off despair. Giving these sculptures away to Red and other inmates also represents Andy’s ability to transfer his sense of hope—his “inner light” as Red calls it—to some of the other inmates.

Final quote – use of repetition
I hope Andy is down there.
I hope I can make it across the border.
I hope to see my friend and shake his hand.
I hope the Pacific is as blue as it has been in my dreams.
I hope.
Red’s words at the end of his narrative reinforce the central role hope plays in “The Shawshank Redemption.”

SparkNotes Editors. “SparkNote on Rita Hayworth and the Shawshank Redemption.” SparkNotes.com. SparkNotes LLC. 2007. Web. 12 Dec. 2014.

Edmodo – Seniors + S4

I have uploaded 3 folders of clips of media language examples in case you need to brush up on what montage or a dissolve or whip pan etc. is. Try to remind yourself about any terms you are still unsure of. The best way to learn Media is to use your visual skills to enhance your memory.

There is also a folder up now for prelim advice for those doing National 5.

Revision makes prize-winners!

S4 if you want to join the Edmodo group, send me a message directly on here – which will not be published – and I’ll send you a code. Be sure to tell me who you are because it is a closed virtual learning environment only for pupils of our school.

4 On Demand – 4OD – Catch up with “Frozen at Christmas” programme

This programme is worth a watch as it neatly explains audience appeal of the film Frozen through the character transformation scene and self-actualisation(acceptance).

The money that has been made by Disney has exceeded expectations and the programme delves into the reasons why this is. It interviews some well known “talking heads” and shows the target audience engaging with the product. Use of Youtube and Disney’s need to connect with a more technically savvy audience is also discussed – and you get to sing-a-long. Worth an hour of your time for any “Role of Media” questions about targeting audiences, marketing or making a profit.

Content is always king but most products this good don’t change audience behaviour the way this product has. As you watch, consider this – media is about connecting people across the globe these days. Media provides the soundtrack to our own lives. In the way that previous generations used to go to church and sing hymns or carols or read certain novels, people nowadays tend to talk about some moving image that they have experienced with one another. If we share certain things in common and can connect with people who do the things we do and obsess about our interests, what needs of ours are being met by the media product? Does it give us a sense of belonging? Does it make us special in some ways? Are we “in with the in crowd” or is it something more?

Frozen at Christmas

The hero’s journey

Think how this relates to TSR

Fear – entry into prison
Mentor/Sage – Red
Cross the threshold – become a valuable prisoner to the hierarchy
Tests/challenges – beer/library/opera/murder of Tommy
Approach to centre of unknown – escape
Ordeal – pipe/tornado – water as metaphor for cleansing
Reward – bank accounts
The road back – going over the border to Mexico – car scene
Resurrection – reunited with Red in denouement

Words associated with heroism:

How many of these can you apply to Andy? How many could an audience apply to themselves?

Role of Media – explaining the difficult topics

John Birt in the Guardian

The former BBC director general John Birt has criticised the corporation’s current affairs output, which includes Panorama, saying it is not doing enough to address “awesomely difficult questions” about issues including Europe, the UK economy and the threat from radical Islam.

Birt, who brought his “mission to explain” approach to current affairs from LWT when he joined the BBC as deputy director general and director of news in 1987, said the BBC’s on-air current affairs presence had been progressively dismantled.

In order to restore its effectiveness, he called on James Harding, director of BBC news and current affairs, to be willing to “take on battles with other people in the BBC”.

However, Birt said the major part of Harding’s BBC News division, the day-to-day news operation, was “in really good shape; as good as it’s ever been”.

He said the corporation had to “redefine” its role in a digital era that had seen an explosion of information but a deficit of analysis and explanation. “You do have to fight for airtime and the right kind of resources,” Birt told a conference on the future of the BBC at London’s City University on Thursday.

“While I think news is in excellent shape, I think James faces a challenge on current affairs. What it’s not sufficiently doing is addressing the very big awesomely difficult questions our country and our world are facing at the moment.

“The BBC needs to be equipped in every way, including with airtime in order to be able to address these questions.”

Birt, who flagged up the importance of the BBC’s role in the event of a referendum on Europe in 2017, said: “Channel controllers will say ‘I don’t want big, weighty programmes’ … They will always resist that.”

He added that the BBC as whole needed to “redefine [itself], get back to those very high purposes which are appropriate to a publicly funded broadcaster”.

Asked about BBC2’s Newsnight, Birt said the more in-depth current affairs analysis he was calling for was not the remit of the Evan Davis-presented programme, which he said was a “programme of the day, about issues of the moment”.

I am talking about a much more strategic need on all the big questions we face,” he said. “Every economy bar one in the G7 is more productive than the UK – these are the big issues that go undiscussed.”

But Birt declined to talk about BBC1’s Panorama, which faces an uncertain future and was criticised in a BBC Trust report earlier this year.

“I am not going to make James’s life a misery by going through his team of players,” he said. “If you take current affairs as a whole it doesn’t have sufficient presence at the moment. I am not alone in thinking that.”

Birt said new technology and digital platforms meant everyone had more information than ever before. “What it is not creating is more quality journalism,” he said.

“We get more knowledge of things happening around the world but pulling it altogether and addressing the big policy questions – what should we be doing in respect of radical Islam, the National Health Service – that’s what we’re not doing very well and nobody’s doing very much.

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