Unit 1 Analysing Media Products And Audiences
P1 Research Of Media Institutions
Walt Disney
Disney is a media company that makes trailers for disney films, Intros for films that they made and for their own personal channels like disney channel as well as making adverts for their own resort. Disney was founded by two brothers which was Walt Disney and Roy O' Disney in 1923. In todays age they are located in California at the Walt Disney Studios and own a lot of other companies such as pixar.
Ownership
Walt Disney was owned and founded by Walt Disney and Roy O' Disney in the year of 1923 and is now one of the biggest media companies out there that own many other companies which makes this company a conglomerate company.
Competitors
Due to Disney being one of the biggest media companies with cross medias such as films, trailers and adverts there is other companies that compete with Disney. For example research shows that companies such as FOX and Time Warner Inc. The reason for this is because these companies are also media companies that have adverts and films that have been made which makes these different companies compete against eachother because they are all making the same products. The market leader for competition would be Disney in this case against Fox and Time Warner Inc. The reason for this is because Disney makes more revenue of 55.63 billion USD where as FOX's revenue is 27.32 billion USD which was both in the year of 2016.
Operating Model
Walt Disney is not owned by another company but does own many other companies such as Pixar and ESPN which makes the Walt Disney Company a vertical operating model. The reasons for this is because Walt Disney control everything they do when it comes to making ideas and products. Their offices are located in Burbank California which is known as Walt Disney Studios. Walt Disney employs about 62,000 people which makes it one of the largest single site employers in the world. They also work worldwide. For example they have disneyland Paris that work in Paris with their products.
The advantage of their ownership is that Walt Disney can take full control of what they decide to do for their products but the disadvantage of their ownership is that companies that Disney own will have to decide what final decisions are made. For example with ESPN Disney would have to make the final decision if ESPN wanted to make a product.
Disney also is a cross media company. The reason for this is because they make films, adverts, intros, toys and posters etc which makes it a cross media company because they make different types of medias.
Below is a diagram to show what type of operating models there is and in this case Disney is a vertical Operating Model.
Products
With Walt Disney they make many different types of products which start from films to making toys. Disney have made products such as Intros for films they have made, trailers for films that they made, posters from Disney films and even toys of things like characters from disney films.
Market Position
When it comes to the market position for Disney it comes down to how big the company is and how many employers are employed to Disney. Disney is one of the biggest media companies out there as well as it being a conglomerate institution who owns many other companies. Disney employ roughly 62,000 people worldwide for all of the Disney work places. Disney is known to be a bigger company rather than a smaller company with a revenue of 55.63 billion US dollars a year.
The type of target audience that Disney would be going for is people who are aged 25-39 but in todays society its more focused towards to the younger audience because of the type of films they make. For example the little mermaid would be more suited towards the younger audience but the audience can be based for anyone because as people grown up they have grown up to love Disney.
1. Disney World Resort Advert
P2 Analysing Media Products
Purpose
The purpose of this media product from Disney is to promote their own creation which is Disney World Resort. Their aim is to show people what it is like to be at the resort and to show them the prices and try to persuade people to come visit the resort. The way you can tell this is because when the advert is played they say how its a "fairytale land with so much more" trying to persuade the audience to come and visit. They also include in the advert how there is free dining when you come and stay along with $200 of disney spending money. It also shows in text under 3 year olds are excluded so parents wouldn't have to pay for under 3 year olds.
Production Process
When it comes to the production process of this media product Disney would of gone through different stages to making the product. Firstly they would of have planned how they would make the media product e.g storyboards of different scenes in the media products along with scripts on what speech was said in the media product. The second stage that Disney would of done is make the actual media e.g they would of filmed the different scenes in the media product with things like general view shots. The last thing Disney would of done is the post production stage where they would of gone though editing the media product with things like adding in texts to the media product and adding in the speech from the scripts in the planning stage (pre production) and adding the music in the media product and edit it all together to make a final production for the media product.
2. Walt Disney Pictures Intro
Format And Style
When it comes to the format and style of this media product, it is in a advert type of format which is short and has a punchy feel to it because of the music and speech in the media product. The type of style that this media product has is a fast style with an exciting feel to it. The reason for this is because when you look at this media product made by Disney you can tell straight away it is an advert because they try to promote their resort in Florida and has a narrative speech throughout the duration of the media product explaining about the resort and what benefits you get when you come and visit the resort. Disney try to promote the resort which is how you can tell it is an advert. The style that this media product has is in a fast and exciting style. The reason how you can tell this is because at the start of the media product is it slow with the music then suddenly the music changes as the person is speaking throughout the media product and then he talks faster along with the music being faster and pumped with excitement in the music. The type of genre that this video is shown to be is a family hospitality genre because the aim of this video is to get families to stay at the resort.
Link To Video
Content And Meaning
With the content and meaning of this product it comes down to what components were used in the media product and what the meaning is behind the media product. The content that Disney put into their media product is that they added in bright use of colour so that the media product stands out to the audience as well as the movement being fast e.g when you are in a first person shot on a roller coaster at the resort. This shows it to be fast which leads it onto the meaning that Disney linked into this. With the roller coaster being fast it connotes it being fun and exciting which is one meaning that Disney intended to add. Disney added different types of shots e.g general view shots of the resort and first person shots as if you were riding in the roller coaster yourself. This was another content which was intended by Disney in their media product. The music used by Disney in this media product connoted youth and fun because the music is fast and exciting. This was also another meaning intended by Disney in their product.
Purpose
For this media product the purpose is to show the audience who Walt Disney Pictures are and who made a certain film. For example Disney would use this media product if they made a certain film so that they can show who made it and so that they can both promote the film and promote themselves which is Walt Disney Pictures. The main purpose for this media product is to mainly promote Walt Disney Pictures and to put it into any films they make. The aim is to promote themselves as much as they can. They would use it in films they make or trailers they make so that the audience know who they are and who made the product.
Production Process
When it comes to this type of media product that Disney made they would of gone through different stages to make this product. Firstly Disney would of had to go through the pre production stage. At this stage they would of had to plan how they would make the media product and what types of ideas, graphics designs and music they would of had to put into this media product. After the pre production stage they would of moved onto the stage where they make the media product. At this stage they would of started the graphics work with their ideas as well as adding the right type of music that would fit into the media product. This also fits into the post production stage because as they would of made this media product they would of had to edit as they make it.
Format And Style
For this media product that Disney made, the format that they made this product in is short but bright. The reason for this is because the duration of the media product is 15 seconds so it is short and the colour use is bright with white and blue. The type of style that this media product has is in a calm graceful type of movement. The reason for this is because when you watch this media product that Disney made the background music is calm and graceful and the audio visual of the product is slow both in duration and as the logo is being shown so the style is shown to be calm, graceful and slow in this media product that Disney made. The type of media this is shown to be is a ident. This would be used in any film trailers Disney make or any film they make, before the film is played the intro will be shown. The type of genre this is shown to be is in a musical type of genre. The introduction is musical and is known to be a musical type of genre.
Content And Meaning
With this type of media product that Disney made there is a lot of different content and meaning behind the media product. The type of content that Disney put into this media product is things like use of bright colours so that it stands out to the audience as well as using music which is calm which fits into the logo slowly being shown in the media product. The meaning that Disney put into the media product is that the graceful music shows that this media product isn't going for a thrilling or exciting look to it but that Disney were going for a calm look which is why the music shows the media product being calm and slow as well as use of bright colour which connotes happy feelings with the blue and white because they are known to be happy colours.
3. Disneys Moana Trailer
Purpose
For this media product that Disney made the purpose of it is to show people what the media product will be like when the full media product comes out. This media product is a trailer of a film that Disney made so it only shows the audience what the full media product will be like. They also have a purpose to promote the full media product which is the full film. You can tell this because a trailer has a purpose to tease the audience what the full film will be like. The main purpose of this media product is to promote the full film of this trailer which is Moana in this case.
Format And Style
For this media product it is quite short duration wise. The reason for this is because the length of it is 2:34s. This media product is in the format of many different platforms. For example this media product could be on demand because it is put up on sites such as YouTube and Facebook but it is also on other platforms such as in TV adverts or in the cinema where they would play trailers. The type of style that this media product would be is in a intense, fast, happy and exciting kind of style. The reason for this is because in the start of the media product it is quite intense when the fire looking monster is shown and there is intense music which is loud but then later on in the media product the music turns into happy music with happier scenes and more exciting looking scenes with speeches of the characters in the media product where as in the beginning the speech was someone talking in a scary sounding way. The type of genre this is shown to be is a computer-animated musical fantasy-adventure film.
Production Process
For this media product that Disney made they would of had to go through different production processes to make the media product. The first stage would be the pre production stage where they would plan on how to make the trailer and what scenes they would of added from the film as well as what music they would of added and sound effects. The second stage they would of gone through is the making stage where they would make the actual media product which includes the final stage as well. This is because they would of been going through the editing and the graphic designs for the trailer as they were making the media product.
Content And Meaning
when it comes to this media product it made by Disney it has different type of content and meaning. The type of content that this media product has is that there is both use of dark and bright colour which can lead to a meaning of fear for the dark colours and happy and excitement thoughts for the bright colours which is another meaning to do with the content. Another content that this media product has is the use of music. The music thought the duration of this media production is both scary and happy in the meaning of the music. You can tell this because in the start of the media product it starts with scary music with scary scenes which is quite slow music but then comes to faster more exciting music with happier scenes which connotes both youth and happy thoughts where as the scary music connotes fear and terror.
Frozen- Disney Product
Frozen is a Disney animated film that was made by Walt Disney Animation Studios in 2013. This film is a animation, fantasy sing a long type of genre film which is suitable for all ages to watch from 5+ and is 1 hour 45 minutes long and is a well known film and one of the best Disney products today.
P3 Target Audience
Demographics For Target Audience
Gender- Female.
Age- 25-39.
Social Grade C2DE.
Top Regions- North East, West Country and Central Scotland.
Monthly Spare- Less than £125.
General Interests- Movies, Parenting and books.
Hobbies & Activities- Going to the cinema, shopping and spending time with the family.
Personality- "I am a telly addict." Loving.
Favourite Movies- Monsters Inc, Finding Nemo, The Lion King, Shrek and Toy Story 2.
Top Facebook Pages- Disney and Grease.
Time Spent Watching TV- 50+ hours.
Information
For Disney to think about selling their products they would firstly have to think about their target audience and how their product can meet their standards as well as getting feedback to make their products suit the targets needs even more.
A typical target audience for one of their products which in this case is the movie Frozen as their media product would be a female who is most likely a mother aged from 25-39. The reason why this would suit this media product made by Disney is because a mother has kids who are into watching these types of films made by Disney and Mothers spend a lot of time with their family/kids so both the mother and the kids will enjoy the media product made by Disney so it would fit their needs and therefor Disney have made their product fit for purpose of their target audience.
The typical social grade for a target audience of Disney's Frozen would be C2DE. This works for Disney because they would have to think who could afford to buy their product to watch the film or who can afford to go to the cinema to watch their product which leads into their spending power. Disney would have to think about the target audiences spending power in order for people to spend money to watch their product. Disney would have to look at the target audience and get an average of their audiences spending power to determine how much they should sell their product for.
The type of lifestyle that the target audience for Disney's Frozen would be that the average target likes watching movies, parenting and likes books as well as going to the cinema, shopping and spending time with the family as hobbies and activities. Disney would have to think about what lifestyle that their audience has in order to make their product fit their needs. So if they like going to watch movies at the cinema they would most likely like the movie Frozen in this case and because the average target audience has kids and loves spending time with them, they would most likely be into this Frozen film and enjoy it as a family which Disney would of had to think about before they released the product for their target audience.
Why This Is Useful For Disney
The reasons for why this is useful for Disney is because they can pick out a target audience with what gender they are, what type of social grade they are in, what spending power they have, their interests, their age and personality so that they can make their product better as well as getting feedback to improve on their products and it is also useful because they will meet the target audiences needs for the product.
Age: This is useful for Disney because they can make the product which can be suitable for the age of the target audience and make the product better and more fit for purpose e.g for the mother and her kids as well as the father.
Gender: This is useful for Disney because they can either make the product more masculine or more feminine or even both depending on the target audience. In this case more of the target audience was female who are mothers who love spending tim with their kids so in this case it the product will be more feminine.
Lifestyle: This is useful for Disney because they can pick out what their target audience do in their life and can base their media products around that. For example in this case the target audience likes spending time with their kids, watching films and likes going to the cinema etc so they can base Frozen to be a film both for the kids and adults to watch and for people who love watching movies so in this case it fits.
Spending Power: This is useful to Disney because they can find out what their target audience has to spend and how much spare money they can spend. In this case the type of target audience can spend £125 so they would be able to afford to watch the film Frozen at the cinema as well as buying the dvd and is able to afford a tv etc so this is useful for Disney so they can know what prices to put on the product.
Personality: This is useful for Disney because they can find out what their target audiences personality is like so that they can base their products on what the specific target audience is like. In this case it is a mother who loves spending time with their children and just spending time with their family so Disney would of based Frozen to be a film which all of the family can watch and enjoy together.
P4 How Media Products Are Distributed And Promoted.
Distribution Channels
When it comes to a media company selling their media product they would have to distribute it to their target audience so that it can reach out to its target audience. In this case Disney had to distribute their movie Frozen in many different ways. The ways in which Disney has distributed Frozen and got it to reach out to its target audience is by making trailers and putting them into cinemas, social medias like YouTube Facebook and even instagram. This suits the target audience because their target audience is aged from 25-39 and is able to go to cinemas and their target audience uses social medias like YouTube and Facebook who likes their Facebook pages so they would be able to see their trailers for the film and so they know how they can purchase or see the film. The ways in which that the target audience can purchase this media product is when Disney distribute it to shops like Sainsbury's and Asda as well as putting it onto amazon and eBay as a dvd for their target audience to purchase. This also suits for the target audience of the media product because they would be old enough to be able to purchase it online or in shops because of the age they are in that target audience category.
Advertising
When it comes to Disney reaching out to its target audience for their media product, they would have of find ways to advertise their media product. The ways in which Disney advertise their media product which is Frozen in this case is by putting out trailers on Facebook, YouTube and in cinemas. This fits in with the target audience because for the media product which is Frozen the target audience is aged from 25-39 and is old enough to have Facebook and YouTube accounts so they would be able to see the trailer as well as the target audience going to cinemas so that they would see the trailers in the cinemas. The other ways in which Disney advertise this media product is by making posters and billboard banners. This also fits in with the target audience for this media product because the target audience is more likely female who is a mother and loves spending time with her kids and family. This means the target audience will most likely be outside with their family and may see billboards of the media product as well as posters of the media product so the way Disney advertises the media products fits in with their specific target audience for the media product. Another way in which Disney has advertised their media product is by making toys for children which is to do with the media product. This fits into the target audience for the media product Frozen because the target audience is most likely a female who is a mother and her kids may be interested into their toys and it shows an advertisement for the media product which is the film Frozen.
Examples
This is an example of how the media company Disney has advertised their media product Frozen which is their trailer for the film uploaded to YouTube.
This is an example how the media company Disney has distributed their media product Frozen. This is distributed online via amazon where people can purchase to buy the dvd online.
P5
Relevant Legal/Ethical Issues
When it comes to the relevant legal issues for this media product made by Disney they would of had to think of the issues like the copyright act. The reason for this is because if Disney were to add a song in their media product that is copyrighted they would have to get permission to use the song and buy the song off of the owner. Another relevant legal issue is offensive materials such as swearing. The reason as to why this would be an issue is because the target audience that this media product is made for is too young to hear offensive language and will have a bad effect on the younger audience.
The types of ethical issues that Disney would of had to think about is Racism sexism and anything offensive to any religions. The reason for this is because when the audience watches the media product they may find some racist comments or racist language, so Disney would have to think about what type of language goes in so that it isn't racist and doesn't offend any of the audience as well as making sure that nothing is added in the media product that may offend any religions which could cause a controversial issue.
Impacts And Effects
When it comes to Disney's media product Frozen, it has effects and impacts. The type of impacts and effects that this media products has is that the younger audience of the product ( children) are effected because the film is aimed for them and the story behind the media product effects them emotionally as well as anyone else watching the film.
The positive effects that would impact the audience is the role models in the film that inspire the audience to be like them, e.g Anna in the film Frozen would really inspire the younger audience.
The negative effects that would impact the audience would be that the target audience of most of disney's films are a younger audience which is easily inspired. The negative effect would be that children would want to be like their idols in the films. E.g Frozen with elsa. This would be an issue for unrealistic expectations because it is most likely that children won't be able to look like their idols in the film because there animates and they're mostly princes and princesses and the target audience are most likely not to become princes or princesses.
Regulatory Bodies
When it comes to the regulatory bodies for Disney's product Frozen, the type of regulatory body would be the BBFC (British Board Of Film Classification). The reason for this is because the BBFC is a company that looks through all the films before they are released and they choose what age rating it will be. So in this case for Disney's media product Frozen, they would have to send the film to the BBFC to analyse the film and to get an age rating before they release the media product to the public.
Issues of representation
When it comes to Disney's product Frozen there can be a lot of representation. For example in this film there is representation of genders. For example the Princesses representing females and princes/kings representing males and workers etc. The issues with some representation in the film is in some scenes there may be tension/violence which can have a impact on the audience especially on the younger side of the audience because they would want to be like them. E.G when elsa was locked in the room and said "go away Anna".