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LO4 Task 5 Legal, Ethical and Regulatory Issues

Impact and Effect on the Audience

Welcome to LO4 Task 5 where we will learn about the impact and effect on the audience, sit back and enjoy the lesson! Were going to learn about some more theory, such as Theodore Adorno and Tessa Perkins and how they relate to Life of Pi, enjoy!

The Hypodermic Syringe theory proposed by (Theodore Adorno 1930) denotes that the media have a negative impact on the audience, that the audience are affected by the negative messages and values they consume. The theory presents the idea that the audience do not only watch the film but are influenced by it. An active audience are more perspective than a passive audience, they tend to question the issues rather than copy their behaviour. They are able to filter out and adapt to content in the media, the theory about active audiences was proposed by David Gauntlett. Passive audience links to Theodore Adorno’s theory about the hypodermic syringe model, as passive audiences are not able to filter anything out and are more likely to be affected by the issues they see, and possibly even copy the them, they could copy such themes as; violence, sexual content, impact in terms of role models and representations and stereotypes. The violence presented in the film would have a negative impact on the audience; especially the passive audience wouldn’t be able to filter out the negative issues and likely to copy the violence. The violence present in the film, is a fight for survival which is understandable and less likely to be copied, but in the case of the start of the film when the animals are fighting, it isn’t needed, there is no reason behind it. Another negative impact of the film is at the very start when the protagonist at a young age is shown disobeying their parents rules by getting close to the dangerous tiger, this could influence a child to disobey their parents.  A positive impact of the film links to Carl Rodgers theory of “Role models”, the role model being the protagonist who is denoted as someone who never gives up throughout the most part of the film, even in the most hopeless situations, this would inspire the audience in a positive way. Another example of a positive impact proposed in Life of Pi is; the relationship between the protagonist and tiger, being a very supportive relationship who help each other out, this could be a positive influence especially for the younger audience.

Representation

The theory proposed by (Stuart Hall 1980) talks about mediation, meaning that representations are made on purpose for the purpose of entertainment and most likely to present stereotypes. Because the characters are fictional and generally not based off true stories, the characters have to have specific personalities pre planned and are generally linked to a stereotype by association. This links to the next theory proposed by Tessa Perkins (1979) and her theory about stereotypes, her theory states that not all stereotypes are incorrect, some are in fact true and prove that stereotypes can have an element of truth in them. She states that even though some stereotypes can be challenged, they are based off some elements of truth. There is one positive stereotype in my film being that the protagonist and the rest of the characters from the first part of the film, all live in India and are seen as ‘Exotic’ to the audience, this is positive because they are sticking to their religion and beliefs, which can be seen as inspiring. Also another positive stereotype would be that the male protagonist is going out and is part of the action even in the most hopeless situation; this can be seen as inspiring and also can be seen as the protagonist being presented as a role model. But also a negative stereotype could be that the protagonist who is of a different ethnicity is ‘pitied’, not because of the colour of his skin, but because of his situation, linking to Tess’s theory that some stereotypes are not all false or challenged because of the reasoning behind the stereotype. There are some stereotypes that are challenged such as that people of different ethnicity are seen as ‘dangerous’ this stereotype is challenged in this film, the protagonist is considerate and caring towards others and poses no threat, apart from when his life is in danger. Also the danger presented by the protagonist is overshadowed by the danger that the tiger in the film presents, compared to the vicious animal, the protagonist poses no threat. All these theories about ethnicity were proposed by Alvarado (1987) who stated that ethnicity connotes ‘exotic, dangerous, humorous and pitied,’ Most of which are challenged in Life of Pi. 

Legal and Ethical

In terms of legal issues, copyright infringement is the use of content that is protected by copyright law, this specifically applies to content that is used without permission and can have certain consequences such as being fined and sued, depending on the severity of the infringement. This can be anything from infringing their right as the granted copy holder to reproduce, distribute, display or perform protected work or to make edits. The film would need to get copyright for all the songs and sound tracks in the film, a very popular song that was presented was Paradise by Coldplay, this was not in fact present in the film but shown in the trailer, this is to draw the audience in and raise awareness, they may not also of added this into the film because it would cost a lot more. Paying for the right to play a song in a film, even though it is only for a very short amount of time it can be very expensive and you only have the right for that specific use. Coldplay’s record label is called Parlophone; so that it is who 20^th century fox would have to pay for copyright permission for that specific use of the content. However for the sound track, Mychael Danna appeared in all the music and therefore their record label would need to be contacted for use of this content even if it was specifically made for this film only. The record label that would be contacted for Mychael Donna is Heart of Space records. These companies and their songs would be referenced in the credits.

In terms of ethical issues, there is only one type of offensive material being violence, this violence is the fight for survival which is understandable, but it is done in a very unnecessary way. The violence in the film has been used to assert their dominance which can been seen as offensive. In terms of any of the other offensive materials present in films such as sex, drugs and language, none of these are present. Because this film is aimed towards teenagers and the younger audience, it would not be suitable for that age range. In terms of the cultural aspects of the film, due to the religion of the protagonist and his family and cast, it wouldn’t make sense for the film to show drugs and alcohol, it would banned for the sake of their religion. So in terms of offensive material, the film doesn’t really focus on it because of the age rating being ‘PG’ and the cultural aspects.

Regulatory Bodies

The BBFC stands for the British Board of Film Classification; it is an independent and non-government body which classifies movies. The certificates awarded to the films depending on their themes and whether they contain offensive materials, ranges from Universal to 18 meaning only suitable for adults. The BBFC rates Life of Pi as a PG, the BBFC classify PG as parental guidance, it is rated this because it would not contain themes that are inappropriate for a child, but can explore challenging issues such as bullying, bereavement or racism. In terms of language, there may be mild language but nothing too serious, in the case of this film there isn’t any bad language. The age rating was never changed for the film, but there was quite a lot of controversy surrounding the issue, on online forums debates were going on from both sides debating whether the age rating should have been rated higher because of the graphic violence and adult themes. On online forums they have deemed the 12+ rating as correct. The difference between Americas and the UK’s age rating system would suggest that the age rating would change for the film, but there is no significant issues that stand out that would change the age rating, so it stays the same for the American rating system as well. The American age rating system is a voluntary system and the majority are parents, which is a smart move as they have both perspectives from the adult and child’s point of view.

ASA stands for the advertising standards authority; they regulate advertisements across all medias in the UK, they set rules for the different advertising platforms. In terms of the CAP codes for the poster, there are certain ones which adhere to the rule set. The first which adheres to the rule set is 02 Recognition of marketing communications, this states that the advertising needs to be clearly on display as an advertisement and doesn’t resemble anything realistic. In the posters the images are manipulated to look non-realistic and the name of the film is clearly labelled, and also at the bottom of the poster it states the details of the film including; the company that produced the film, the actors and the website details. Another CAP code which applies to the Life of Pi posters is 03 Misleading advertising which means that the advertising must not be exaggerated or distorted in any way to look any more appealing that it does. The Life of Pi poster abides by these rules by only showing content from the film and not adding anything not in the film. Any text used on the poster is simply opinion based upon the film; it shouldn’t influence any false advertising.
Thank you for watching, this is the end of LO4 Task 5 and the end of the course! You have now completed the course, you should be very proud of yourself. But remember don't waste your new found knowledge! Goodbye from me!

LO4 Task 5 Notes - Ethical, Legal and Regulatory Issues

Notes

• The impact our film has on the audience
• Legal issues the film has to address i.e. copyright permissions for sound tracks and music
• Age certificate - BBFC (British Board of Film Classification) and ASA (Advertising Standards Authority)
• Active/ Passive audiences
• Basic knowledge of representation - Men, women, sexuality etc.
• Legal and Ethical - Regulatory Bodies to your film and marketing

a.) the products impact and effect on the audience

Passive and Active Audience

Passive audience - Hypodermic Syringe Model (Theodore Adorno, 1930's) - media has a negative impact. Mass audience believe everything they see/hear. The media inject a passive audience with negative messages and values. Not only watch media products, but are affected and copy what they see. e.g. violence? sexual content? representation? impact/role models? - controversy. Mental stability and mind set of the audience specifically

Active audience - questions what they see, they are able to filter out and adapt to content in the media (David Gauntlett) They see it as a form of entertainment rather than something they would copy.

b.) relevant issues of representation

All representations are mediated (Stuwart Hall, 1980) Mediated - made on purpose
In media products, representations are set up and placed on purpose - stereotypes?

Stereotypes /countertypes (Tessa Perkins 1979) where a stereotype is challenged, not all are false, based on some element of truth. Are mainly negative, but some elements of truth, exaggerated and elaborated.

Women - Laura Mulvey 1975 - countertypes, in my film they are not seen as sexual objects.
Men -  Earp and Katz 1999) - "Equation of masculinity with pathological control and violence"
Alvarado (1987) ethnicity 'exotic, dangerous, humorous and pitied.' - this stereotype correct, they speak with an accent, and dress to their religions and country's clothing. But 'pitied' is challenged, the stereotype is false or not shown in the film

c.) relevant legal and/or ethical issues

Legal - copyright infringement - use content (soundtrack, music) without permission from creator
Consequences - fined, sued - Illegally downloaded

Ethical - Offensive material? Racism, use of language, drug use, sexual references
Sensationalism? Graphic, sensationalises violence and gore
Censored? Re-edit, parts removed, bleeping the swearing and blurring the sex scenes

d.) role of relevant regulatory bodies

BBFC and ASA

LO3 Task 4 - Notes

Advertising and Promotion - Means marketing the film to create maximum awareness to a specific target audience

Advertising and Promotion

• Posters
• Social Networking
• Television adverts
• Radio
• In connection with other companies, they advertise for them
• Merchandise
• Word of mouth - relying on the hype
• Associated with a brand or company
• YouTube Adverts
• Newspaper and Magazine articles
• Interviews

When marketing a product, in this case a film specifically, there are many ways that it can be advertised and promoted including; posters, social networking, television and youtube adverts, radio broadcasts, with help from other companies (joint ventures), relying on the word of mouth of the public, newspaper and magazine articles and interviews.

Technological Convergence

David Gauntlett (2002) discussed the rise of the Web 2.0

This is the change in the internet being a static, one way form of communication to a two way interactive medium. The new Web 2.0 has become much more accessible to the audience and now is used as a platform to market products and connect socially. With the popularity of social media rising, now nearly everyone has a social media account, whether it is Facebook or Instagram. Due to the hype of the film it will be spread across all the social medias, whether they post a status about it or share the trailer, they are helping contribute to the marketing of your film. Also the audience can help by the word of mouth, they are helping by spreading the word to their friends and family, and they can tell their friends and family etc. even though it isn't as effective as other marketing techniques, it still contributes to the overall success of the film.

LO3 Task 4 - Distribution and Marketing

LO3 Task 4 – Distribution Channels

Hey it’s me Bradley and I'm back for more analysing media products! Today were going to talk about distribution and advertising leading on from last episode being 'Audiences.' Enjoy this episode and I'll be back for more in Task 5!

a.) Distribution Channels

The definition of distribution is split into two parts; the first being the media product being available to the audience and the second being the advertising and promotion so the audience is aware of the product. The more awareness the product receives the more revenue the company makes. The distribution of Life of Pi has been positively impacted by technological convergence, in the way that in the cinema, the production companies behind the films used to have to pay at least £100,000 to place their film in just one cinema, however recently due to the technological advance a hard drive is sent and linked up to the server, which supports all the projectors and only costs around £200. Also the ways in which the product is assessable to the audience has been made easier and allows for more awareness, meaning more revenue for the company, being 20th Century Fox.

There are many ways in which Life of Pi can be watched including; the cinema, illegally downloaded for websites such as Isohunt and Demonoid, the Sky Store, from online streaming websites such as Netflix and Amazon Prime, also from app stores such as iTunes on iOS and Google Play on Android. These previously listed were digital medias, there also can be analogue methods such as VHS tapes and film reels, but they were too expensive and are not used anymore. As seen as Life of Pi is produced by 21st Century Fox owns Sky, it would be cheaper and in their benefit to put the film on the Sky store, that is a benefit of having subsidiaries working on different platforms, and this is the advantage of a conglomerate. Sky being a subsidiary of 21^st century fox would help create synergy because Life of Pi was showed on multiple platforms. Life of Pi is distributed over a wide array of platforms, ranging from the cinema, to smart phones that are multifunctional. Multifunctional technology is a benefit for the user; it allows all the uses to be found in one place, it makes for an easier and cheaper experience. From some of the viewing TV figures or revenue from Life of Pi being; worldwide box office profit being $607,987,022 and the total domestic video sales being $47,457,084 denoting that more money was made because of technological convergence, because it’s cheaper to distribute and advertise. Because of the current technology it is much easier and cheaper for their product to be distributed across all the platforms and also makes it easier and cheaper for the audience.

b.) Advertising and Promotion

When marketing a product, in this case Life of Pi specifically, there are many ways that it can be advertised and promoted including; posters, social networking, television and YouTube adverts, radio broadcasts, with help from other companies (joint ventures), relying on the word of mouth of the public, newspaper and magazine articles and interviews. In terms of the joint ventures used to create Life of Pi, 20th Century Fox went into a joint venture with Ingenious Media, Haishang Films and RatPac-Dune Entertainment. The posters that would be used to advertise Life of Pi would be on display at local cinemas, and up around public areas such as bus shelters and shopping centres, this would help to raise awareness of the film, especially the posters that are up on display in the cinema. In terms of social networking that was used to raise awareness of Life of Pi, an example would be twitter, leading up to the release about film they would be tweeting about the film and the characters etc. another example would be Facebook where the trailer for the film would be watched, shared and commented about so people can share their opinion. On Facebook a page was made specifically for Life of Pi and its release, leading up to the release of Life of Pi, posts were made about the films release and even mentioned a competition to win a holiday to the destination shown in Life of Pi. Another example of how Life of Pi would be advertised would be online reviews, sharing the film. This could be a positive and negative way of sharing the film, as depending on the opinion of the critique, it could create good or bad publicity for Life of Pi. But any publicity for the film is good, as even though some reviews may be bad, it is raising awareness which is what the producers of Life of Pi want. The review would increase the overall income of Life of Pi, being from an audience member, it makes the review more authentic and trustworthy, and it also proves the success of technological convergence with audience participation. The trailer for Life of Pi would be posted to YouTube where it can be watched, commented about, shared to other social media and rated. This was a successful way of marketing Life of Pi as the trailer got over 10 million views, raising a lot of awareness. Online reviews could be posted to YouTube as well, raising awareness even more and possibly encouraging people to watch Life of Pi if they haven’t already. All these advertising techniques would be used to attract a mass / international audience.

c.) Technological Convergence

David Gauntlett (2002) discussed the rise of the Web 2.0. This is the change in the internet being a static, one way form of communication to a two way interactive medium. The new Web 2.0 has become much more accessible to the audience and now is used as a platform to market products and connects socially. With the popularity of social media rising, now nearly everyone has a social media account, whether it is Facebook or Instagram. Due to the hype of the Life of Pi it will be spread across all the social medias, whether they post a status about it or share the trailer, they are helping contribute to the marketing of Life of Pi. Also the audience can help by the word of mouth, they are helping by spreading the word to their friends and family, and they can tell their friends and family etc. even though it isn't as effective as other marketing techniques, it still contributes to the overall success of Life of Pi. With current gen consoles becoming more and more popular, they are raising awareness of the things that they can do. You can watch Life of Pi on the consoles, you can access social media where you can converse about the film, you can access YouTube through the console, and you can play games on the console. With technological convergence you can access all these features in one place, meaning technological convergence makes it cheaper and easier to access the film and everything along with it. Technological convergence makes it easier and cheaper to access all the different media platforms and access all the features from all the different subsidiaries of 21^st Century Fox and 20^th Century Fox.

That’s all for this time, hope you enjoyed learning about advertising and marketing! Join me next time for Task 5 where we learn about ethical, legal and regulatory bodies.

Tutor Feedback for LO1, Task 2

LO2 Task 3

• 00:42:13 - This is the part in the film, the enigma, this denotes the protagonist escaping the sinking ship, this scene connotes action and fast pace, which would appeal to the target audience being teenagers and young teenagers especially the main gender being male. This narrative stage connoting the disequilibrium/enigma, proposed by Todorov (1997) this also links to the men being dominant amongst the chaos and the females are not present in the chaos. This also links to John Berger's theory; "Men act, women appear" in this scene the male protagonist is acting amongst the chaos while women just appear in the scene.

• 00:55:00 - This is the part in the film that denotes the tiger for the first time, this would appeal to the target audience because it connotes that the tiger is viscous and dangerous, appealing to the thrill seeking aspect of the audience. Also essentially a new important character has been introduced adding to the story to grasp a better understanding. This would appeal to the male audience. This introduces a binary opposition, proposed by Claude Levis Strauss (1958) in this specific case the opposition is human and animals, this denotes the tiger obviously holding more power in this circumstances and presents an imminent threat also linking to Todorov Narrative structures, this being the equilibrium.

• 01:32:46 - This denotes the first time in the film when the protagonist really connects with the tiger, this heart throbbing scene would appeal the younger audience, male and female audience being roughly half and half, so it would appeal to the female side of the audience spectrum. This links to Todorov's theory of narrative structures, this scene being the disequilibrium is balanced and the enigma has been solved, it connotes the threat and danger that the tiger imposed onto the protagonist has been withheld.

• 00:01:34 - At the very start of the film, it denotes a variety of animals in a zoo, ranging from zebras to tigers, this would appeal to all audiences but specifically the younger audience who react to bright colours and animals. This would appeal to both the male and female audience. This links to Todorov's theory; narrative structures, connoting the scene being the equilibrium, an enigma hasn't been imposed yet.

• 00:08:29 - This scene denotes a class room scene full of young children which would instantly appeal to the younger audience, specifically boys because the children are all boys, also there was an embarrassing event where the protagonist is shown up, this is something that we can all relate to and would appeal to. This could connote Carl Rodgers theory. "Ideal Self" since the protagonist is so relatable, this could connote that audience sees him as an idol and wants to be him.

Audience Profile for Life of Pi

Imaginary Entity

Jake is 15 ,he is very interested in films and gaming, but also likes indulging in reading. If ever missing search the cinema.

He is a movie buff and will snort derisively to the 'Film Noobs', he wont even acknowledge them, he will never talk to them again. He is currently studying for his GCSE's but finds that it is a better use of his time to expand his ever growing knowledge of the film world. All he talks about are films, his friends are starting to hate him, he's so oblivious. His mother is starting to get worried.

He is a very individual person and likes to stand out, he thrives in being the one that everyone turns to in their time of need. He is a walking, talking, breathing entity of film, I wouldn't be surprised if he one day he spontaneously combusted and all that was left was an SD card containing the files that depicted his life. He only turns to the outside in dire circumstances, that's when you know something is wrong.

Demographic Summary

NRS Stands for the 'National Readership Survey' is a separate organisation specialising in demographic information. It uses headings to evaluate the lifestyle of the demographics

Lifestyle is the lives that the demographics live; hobbies and interests and jobs

Spending Power is the amount of disposable money the audience has, after bills and necessities how much money is left to spend on films and clothes e.g. also includes the income, high and low income, depends on the job and all the responsibility

LO2 Task 3 - Audiences

Introduction

Hello it’s me Brad, I've returned for another episode sponsored by Education Wise. You are now about to learn about Task 3, specifying in the audience side of the production of films. You are going to learn that before the film is produced it is thought through to appeal to their target audience.

John Hartley (1987) and Ien Ang (1991) Theory

John Hartley and Ien Ang suggested that producers create invisible fiction or imaginary entities before creating a media product, this allows the producers to visualise their specific target audience, this helps because they know what to include in their film to appeal to their target audience and entice them to watch the film.

Imaginary Entity

Jake is 15, he is very interested in films and gaming, but also likes indulging in reading. He can always be found in the cinema.

He is a movie buff and will snort derisively to the 'Film Noobs', he won’t even acknowledge them, and he will never talk to them again. He is currently studying for his GCSE's but finds that it is a better use of his time to expand his ever growing knowledge of the film world. All he talks about are films, his friends are starting to hate him, and he’s so oblivious. His mother is starting to get worried.

He is a very individual person and likes to stand out; he thrives in being the one that everyone turns to in their time of need. He is a walking, talking, breathing entity of film, I wouldn't be surprised if he one day he spontaneously combusted and all that was left was an SD card containing the files that depicted his life. In his spare time he enjoys going to theme parks and out with his friends. He also has an unhealthy obsession with Disney.

Jake is interested in sports such as swimming and martial arts, he says that they are practical and releases the stress from revising for his exams. He also enjoys his family holidays where they venture around the world and visit exotic locations.

Gender

00:42:13 - This is the part in the film, the enigma, this denotes the protagonist escaping the sinking ship, this scene connotes action and fast pace, which would appeal to the target audience being teenagers and young teenagers especially the main gender being male. This narrative stage connoting the disequilibrium/enigma, proposed by Todorov (1997) this also links to the men being dominant amongst the chaos and the females are not present in the chaos. This also links to John Berger's theory; "Men act, women appear" in this scene the male protagonist is acting amongst the chaos while women just appear in the scene. This would influence the audience, as an enigma is denoted, this may influence the audience to tackle any problems they may face in their day to day lives, inspired by the protagonist and how he tackles issues.

00:55:00 - This is the part in the film that denotes the tiger for the first time, this would appeal to the target audience because it connotes that the tiger is viscous and dangerous, appealing to the thrill seeking aspect of the audience. Also essentially a new important character has been introduced adding to the story to grasp a better understanding. This would appeal to the male audience. This introduces a binary opposition, proposed by Claude Levis Strauss (1958) in this specific case the opposition is human and animals, this denotes the tiger obviously holding more power in this circumstances and presents an imminent threat also linking to Todorov Narrative structures, this being the equilibrium. This would influence the audience to become more enthralled in the film, as the target audience would be interested in things such as violent video games and violent television shows, they would become desensitised to the violence and this would entertain them. This could influence the audience’s hobbies and interests, influence their lifestyle.

01:32:46 - This denotes the first time in the film when the protagonist really connects with the tiger, this heart throbbing scene would appeal to the female audience, as seen as the split between male and female is roughly equal, it has been presented to entertain the female audience. This links to Todorov's theory of narrative structures, this scene being the disequilibrium is balanced and the enigma has been solved, it connotes the threat and danger that the tiger imposed onto the protagonist has been withheld. This would influence the audience to connect with any issues or people they are too afraid to; because the audience are mainly urban ventures they would deal with such things as relationship problems and family problems. This would influence the audience to be honest about their feelings and face any issues.

Towards the start of the film, the protagonist is denoted speaking to his crush; this would appeal to the male audience because they can empathise and really connect with this issue. This may even influence the male side of the audience to do the same thing, be more courageous and admit their feelings, this could also inspire them to be more honest about their feelings in general and be a more open person.

00:08:29 - This scene denotes a class room scene full of young children which would instantly appeal to the younger audience, specifically boys because the children are all boys, also there was an embarrassing event where the protagonist is shown up, this is something that we can all relate to and would appeal to. This could connote Carl Rodgers theory. "Ideal Self" since the protagonist is so relatable, this could connote that audience sees him as an idol and wants to be him. This scene also relates to age as well, as seen as the protagonist is presented at all different ages and developments of his life, presenting the theory of Carl Rodgers being the "Ideal Self" theory, as the audience would look up to the protagonist as a role model and learn from the decisions he has made throughout his life. This also could influence to deal with their problems more directly and learn from their mistakes more efficiently.

Age

00:37:22 - This scene denotes the protagonist walking out into the storm, this connotes danger and chaos, also this could connote the disequilibrium introduced by Todorov in terms of narrative structures. This would appeal to the younger audience, the teenage audience, as the chaos and action would appeal to the younger audience rather than the older. Because the younger audience (urban ventures are more likely to be entertained by violence, this could influence them to further their interests in violent video games and television shows.

00:02:03 - This scene denotes a variety of animals presented in a zoo, the wide range of animals would appeal to the younger audience, the beautiful views, bright colours and array of animals. This could connote peace and a nice engaging story, which links to Todorov's theory being narrative structure, this stage being the equilibrium; the problem has not presented itself yet. This could influence the audience to further their interests in narrative driven and compelling films.

00:28:53 - This scene denotes the male protagonist talking to his crush being female, this could connote that he likes her and love and peace. This could appeal to the teenagers because especially the girls are interested in a love story, it would entice them to watch it. This could relate to This could also relate to Claude Levis Strauss's theory being binary opposition, the opposition is gender, but in this case the roles are juxtaposed and the female has the power because she has something the male wants. As seen as the protagonist is talking to his crush, this would appeal to the urban ventures because they can empathise with the situation. This may influence the audience to be more honest about their feelings and confront any issues regarding crushes, because this is a frequent problem teenagers have. This would also relate to Laura Mulvey's theory of "The Male Gaze" because even though the women aren't dressed provocatively, this is because of the culture; they wouldn't allow women to be seen in such way. 

00:31:50 - This scene denotes the protagonist getting ready to set off on a journey and partake in a big change, this could connote confusion and mixed emotions. This would relate to the younger audience as they go through a lot of change throughout their lives, and will make this scene relatable towards them. This could relate to Carl Rodgers theory; "Ideal self" in the idea that, the audience will look up to the protagonist and really connect with him, as they respect him and understand what he is going through. This could influence the audience to be more courageous when it comes to partaking in their own journeys and changes, relevant to teenagers, these changes would be career ideas and choosing schools.

00:55:43 - This scene denotes the first time the audience see's the tiger, respectively a very important addition to the story because the tiger symbolises the protagonist, but the aspect that would appeal to the younger audience is the threat and violence that is connoted by the tiger. This would be the disequilibrium in the narrative structure put forward by Claude Levis Strauss, because of the threat and chaos connoted by the tiger. This connoting the protagonist facing his fears, could also influence the audience to do the same, as the audience is urban ventures it would allow them to tackle the issues in their lives such as relationships and career ambitions.

Lifestyle

NRS Stands for the 'National Readership Survey' is a separate organisation specialising in demographic information. It uses headings to evaluate the lifestyle of the demographics. I have decided that my target audience for my film in terms of the NRS are; settled suburban's, nest builders and urban ventures.

The film is for urban ventures, because of the violence and adult themes, it’s too grown up for a child so its perfect for a teenager. It is classed as settled suburban's and nest builders because at this age their parents buy things for their child, so in this case the parents would be buying the film for their family to watch. The lifestyle would be classed as urban ventures because; the protagonist is a teenager for the most part of the film, this would appeal to the audience because they can relate to the protagonist. As we see the protagonist at every stage of his life, from young to old, the audience is able to connect with him and see him as an "Ideal Self" and are influenced by the choices he makes and how the audience can learn from them.

As seen as this film is aimed at a mass or international audience, the film is mainstream and therefore would be very popular and would have a lot of hype associated with it, this would create spectacle. This would influence what the audience would socialise about and possibly even stimulate a conversation, because the audience are presented watching mainstream films they can be viewed as sociable people.

With all the technology present in the film appeals to the "Digital Natives" which links to the target audience being urban ventures. The film contains a lot of CGI to make the tiger appear, this creates verisimilitude. This also links to the audience watching the film to escape their everyday lives and indulge themselves in a fictional narrative. This theory was introduced by Dennis McQuail called the "Uses and gratifications" and in term of this example, its specifically called Escapism. This would link to the genre of the film being fantasy, action and drama. This would imply that the audience of this film would also be interested in other media products associated with films including; Video games and TV shows, relating to "Escapism." Also relating to the lifestyle of their audience, it could imply that they travel a lot, as Life of Pi includes beautiful scenery, the audience could spend their disposable incomes on holidays and travelling. Because the urban venture audiences are "Digital Natives" and because of the CGI and technology used in the film it would relate to their hobby of gaming, this would allow the audience to sympathise with the film and influence them to further their interests.

In terms of Denis McQuail urban ventures could also be described as watching the film for building their personal identity, as you see the protagonist at every stage of his life and see him make mistakes and learn from them, it used to teach the audience about morality and how to overcome issues. This could be related to that at this age they are very impressionable and can be influenced by all different things, since we see the protagonist at all different ages, he can be seen as a role model. This links to Carl Rodgers theory of "Ideal Self".

As seen as the audience is urban ventures they would be interested and influenced by their sports, such sports as swimming and martial arts are presented in the film, this would influence the audience to take further interest in these sports and be able to empathise with the protagonist. The swimming is seen when the protagonist is diving in the ocean to escape the tiger and martial arts are shown as self defence.

Also as seen as the audience are urban ventures ABC1 audience they would be able to relate to housing, as in the film a nice dethatched house is presented, the audiences parents would have highly paid jobs and would be able to afford such housing.

Spending Power

In terms of the NRS social grade my audience can be classed as ABC1, with generally quite a lot of disposable income to spend on hobbies and interests. In this side of the spectrum, the families are generally middle to upper class. But since it is in fact the parents and not the teenagers that will have the highly paid jobs and therefore have the disposable income, that means that the urban venture audience for the film would come from an ABC1 family. Therefore settled suburban's being the adults would have highly paid jobs and would therefore have high disposable income, and urban ventures have little to non income as they are teenagers.  

The fact that the audience for this film is generally upper class with quite a lot of disposable income to spend on things other than bills and the necessities, could imply that they have the money to spend on merchandise to do with the film, as seen as the film is very popular and mainstream, there are a lot of products associated with the film. Some examples of merchandise associated with the film include; t-shirts and tiger toys. This would relate to the spending power of the audience as they have highly paid jobs they can afford these items, and they are likely to also have children which they would buy these products for. It would be the audiences parents that would be able to afford these items. Also the film could relate to their audiences interests, because their audience may be interested in and donate to wild life centres or zoos, this relates to the film because one of the protagonists of the film is a tiger.

Since the audience for this film has generally quite highly paid jobs, with high pay and a lot of responsibility, they could watch this film because of Denis McQuail's (1972) theory of "Uses and Gratifications." Since these people have high responsibility jobs, they will watch the film to take part in escapism, to escape their everyday lives and indulge in the fictional narrative and forget all their responsibility and enjoy the film. The film contains a lot CGI which could signify that the film would be more expensive as more effort and time has been put into it, the film has a higher budget than other non CGI films. The ABC1 parents would be able to afford this higher priced film and also have money left over for merchandise.

Life of Pi offers the gratification building personal relationships, as the audience is ABC1 which contains a lot of people of higher class and important roles within their jobs; they are going to come into contact with a lot of important people. But before they are to talk about business they need to create a relationship consisting of common interests, this could be to do with; news, magazines and gossip websites, but in this case it’s the film. This is used for talking points and is used to create spectacle, specifically in this film being a very adventurous and action packed film. Also as seen as the target audience is teenagers/urban ventures. Also in terms of Denis McQuail's theory, the film offers the gratification escapism, as it contains a lot of CGI, even though the film creates verisimilitude; the film is that dense and indulging that it would allow the audience to escape from their lives to indulge in the fictional narrative of Life of Pi.

In terms of what else the audience could buy influenced by their spending power, since they are an ABC1 audience they would have highly paid jobs and may enjoy relaxing by indulging in reading, this would link to the book Life of Pi which inspired the film. This related to the theory of escapism, proposed by Denis McQuail, it would enhance the connection with the characters and story as well as prolonging the experience for the audience. As well as being able to buy the book, because of their highly paid jobs they would be able to afford going on holidays, but the location would be influenced by the locations presented in the film because of the beautiful views and culture. It would be the parents that have the highly paid jobs and would therefore would be able to afford such luxuries. 

Because my audience is ABC1 they would be able to afford all the things associated with the film including; merchandise, posters, sound track and because they have a highly paid job and high income they would be able to afford the more expensive aspects, like a tour of the studio and a holiday to the destination of the film. This would link to the audience because they have highly paid jobs they can sympathise with the cast of the film, owning a zoo and therefore also having a high disposable income and high pay. Also the audience can relate to the housing of the cast, as the protagonist is seen as having a nice dethatched house, which relates to the ABC1 audience because they would be able to afford such housing. It would be the parents that are the ABC1 and would therefore be the ones buying the housing, not the teenagers. But the teenagers come from an ABC1 family and would therefore would be able to reek the benefits of this.

That is all for learning about audiences! Join me next time for distribution channels!