Essay for Mr Ford

How is Media Convergence Important for Audiences and Institutions

Gender in Sherlock

This clip shows that women can be helpless and this adheres to the stereotype men are in control and are superior to women. This clip shows Mrs Hudson is helpless against the brute force of the men and she can't do anything to save herself. This also adds to the stereotype females are physically and sometimes emotionally or mentally weak. 



In contrast to the stereotypical views the first clip suggests, this next clip shows that women can be clever and appear to be something they are not. This clip shows that women can be as good as men as Mrs Hudson manages to help out in the situation by pretending to be crying. This contradicts the original clip as she is in fact helpful and strong in the face of adversity. "Mrs Hudson, leave Baker Street? England would fall." shows that Sherlock and John do need her around and feel she is important in their lives. 

Hustle - Gender Essay

The things we stereo-typically associate with males and females cloud our judgement on what certain characters are going to be like within television programmes  We are first introduced to this clip of Hustle when a posh looking woman enters a boutique shop. We instantly think she is  materialistic as she look immaculate and wears posh, expensive clothes and heads straight to the dresses. This conforms to the stereo-typical views that women love to shop and like expensive things. When the camera later sweeps over her body, we can see she is wearing an expensive ring as well as other types of jewellery. This shows she is wealthy and is of a higher class, which could show both the 'modern woman' who works for a living and has an important job, or the 'old-fashioned' housewife who doesn't work, cleans the house and lives off the money of her husband. 

We are also introduced to another woman and the male shop assistant. There are high-angled shots used to show the woman is out of place because of what she is wearing, and this is then confirmed when the dress is "a little out of her price range". Over the shoulder shots are used when the shop assistant is talking, as it stresses his importance and power in the scene. We often assume men have more power over women because they are seen as the dominant gender in society. However, the shop assistant isn't exactly a typical male due to his feminine personality and presumed sexuality. When he is talking to the vulnerable client he peers over her to make her feel smaller and uncomfortable. This adheres to the initial conclusion men are superior and can manipulate women by being the dominant gender. 

When the scene changes a wipe transition is used along with the sound of a curtain sliding, this enhances the idea women are materialistic and like to shop and buy clothes. When we see the higher class woman again the camera sweeps up her body as she is wearing the dress. She is making emphasized noises that exclaim how much she loves the dress and this conforms to the idea women enjoy shopping and spending money, as well as liking expensive "£2000" dresses. When asking about the price the woman acts in a girly manor by using her hands and smiling a lot. This is typical behaviour we would expect from females and it adds to the portrayal of the character within the clip.  

Once the woman has lost her ring we can see she behaves in the way a typical woman would when losing a precious item. She exclaims that her "husband will kill her" upon losing the ring as it's worth a lot of money. She then also talks about a hair-dressing appointment which is something a stereotypical girl would be worried about missing. A hand-held camera and the pace of the editing have been used to show the frantic and worried movements of the woman. When she says the words "Please help me!" and "Please, anything!" it creates the idea women are helpless and need the assistance of a man to help them with things. This adds to the idea males are more superior and are better than women as they often help a 'damsel in distress'. 

When we meet the con-artist who 'finds' the ring we instantly get the impression he is masculine and behaves like a typical male. He doesn't talk in a posh manor as he says things such as "She didn't get that out of a cracker did she"and he chews gum. These actions adhere to what we think most men behave like, as he wants to claim the reward and assert his male dominance over the shop assistant. He also breaks the fourth wall in this scene, which shows he is in control of the situation and can do what he wants. The camera angle juxtaposes with the situation as a high-angled shot in being used when looking at the con-man, when he is in fact more powerful than the shop assistant. This could have been to show that even though the shop assistant should have authority over him, he doesn't because gender and masculinity have come into play. The con-man has natural power over him without trying because of the way he behaves and the things he says. 

At the end of the clip we see that the posh woman is too a con artist and she isn't as feminine as we first thought. She seems to be in charge o the situation as she and the male con-artist have managed to get £1500 from the shop assistant. This goes against the stereo-typical views we have of women as males are seen to be the dominant ones, and in this situation the woman isn't helpless and struggling, she is smart and business-like. Overall. this clip both contradicts and adheres to the initial thoughts we have about gender, as women can be both smart and materialistic, and men can be both masculine and powerless. 

"Big things have small beginnings"

"Prometheus, are you seeing this?" on Prezi

Disability - A Touch of Frost

As an audience, we tend to react in different ways when we see someone with a disability. Some of us may pity them, some of us might be shocked because of the severity of their disability or their looks, but most of us have preconceptions that they can't do anything for themselves and they need looking after. 

In 'A touch of Frost' the character of Billy has Down's syndrome and the clip explores the possibility he knows something to do with 'Trisha' a girl who has gone missing. We are first introduced to Billy when he is walking through the woods covered in what looks like his own blood. The forest around him is dark yet he is well lit, and this gives the audience a chance to see him and form their first impressions of him. The fact he is lit up juxtaposes with the dark background and hints at the fact he is innocent, as light has connotations of being good and holy. However, the non-diegetic music in the background is mysterious and adds to the eerie atmosphere, which suggests he has done something wrong. These two examples can be seen as portraying Billy's state of mind, as he is clearly confused and doesn't know what to do. This reinforces the idea that people with disabilities find it hard to think for themselves, and don't have a balanced state of mind. 

Before we fully meet Billy, we are made aware that he is disabled, because of the conversation Frost has with his father. "Mentally subnormal" is a phrase used by Frost, which is then corrected to "Handicapped" by Billy's dad. Frost's use of words shows how most people view disabled people. They treat them differently because they don't think they are 'normal'. A tilted high-angle shot is used in this scene to show their conversation is private and that Frost plans on behaving in a different way because of the delicacy of the situation. Also, because they are talking about Billy, it even reinforces the fact Billy doesn't have any power, as the high-angle shot and their conversation shows his vulnerability. This scene was added into the show, so the audience could form an image of Billy in their mind and come to their own conclusions about his disability. The programme then explores our views and we can see if our first impressions are correct or just stereotypical. We meet Billy's mum and she has a bowl of water and a wash cloth in her hands as she wants to "clean him up" like a mother would do to a child. This adds to the idea people with disabilities are treated like children and can't do things for themselves. 

Lot's of people look down on someone with a disability, because of the fact they think they don't understand simple things. When Frost starts interviewing Billy, he makes him feel inferior buy using a patronizing tone as he acts like he is talking to a child. Billy responds like a child with simple answers such as "I was frightened", and this reinforces the idea that people with Down's syndrome or any other kind of disability are childlike and don't fully understand certain situations. When the camera focuses on Billy, High-angled camera shots are used to look down on him whilst he is sitting on an armchair near to his dad. This shows his lack of importance and power within the scene. No non-diegetic music is played throughout this scene as it builds tension and makes the scene feel more like an interrogation. Frost starts to treat Billy like a suspect as he gets more and more frustrated throughout the scene.

The editing throughout the whole of this clip is slow and no fast paced scenes are used as most of the story takes place in the family's living room. Slow editing is used to build tension within the scenes and conversation as the audience is always waiting to hear and see new information. The editing could also slow to show how people think Billy has trouble understanding people and that his mind doesn't work as fast as people without a disability. However, Billy changes his statement half way through the scene, and this shows us that maybe he knows more than he is letting on, and he is capable of doing and thinking for himself. This contradicts the original stereotype and thoughts people have on disabled people, as Billy may not be as mentally childlike and useless as people expect him to be. 
I think this clip both adheres to and contradicts peoples original thoughts on Billy and disability as a whole. We can see the character is treated differently because of his disability, but we can also see that he may not be as harmless and incapable as we think. The overall ideas on disability and whether Billy is as clever as most 'normal' people are, adds to the enigma of the show as we never figure out what is going on in his head and whether he does know anything about the disappearance of Trisha. 

PROJECT PROMETHEUS

http://www.projectprometheus.com/

This website was created especially for the film as it built up the anticipation for the release and contained exclusive content such as videos, pictures and character information, that the fans enjoy and read to gain more information on the film and it's background. 
Fans would have kept going back to the website to check for any new trailers or content on the site, and this ensured they would not lose interest in the film and go and see it when it was released. 

Class and Status - Merlin

Class and Status on Prezi

Prometheus Trailers

Viral Clips

Prometheus Twitter Campaign

Prometheus ad campaign reaches 15m Twitter users, but was it worth it?

20th Century Fox tried to tap into the viral power of Twitter on Sunday night to promote the impending release of Ridley Scott’s sci-fi movie Prometheus.
In what was heralded as a world first, a new three-minute trailer for the film was screened simultaneously online, on Channel 4 and on social TV app Zeebox.

Viewers were then encouraged to tweet about the film using the hashtag #areyouseeingthis.

During the next ad break, Channel 4 screened a 40 second spot which included viewer’s tweets.

Channel 4 said it fitted with its strategy to pioneer innovative and impactful marketing solutions, but it did it actually meet either of these criteria?

Word-of-mouth agency 1000 Heads monitored activity on Twitter around the hashtag during the past week.

The results show that there was a spike in activity on Sunday night, peaking at more than 4,000 tweets, and the hashtag was trending for a brief period.
The tweets shown on screen were all positive, but this wasn't the case on Twitter.