OBJECTIVE [2]: To consider how media ideas/theory can be incorporated in media responses
OBJECTIVE [3]: To explore the 2-Step Flow theory in practice in product promotion
We return to explore some of the issues that the mock examination ought to have provoked you to be concerned about, foremost amongst these are the ideas surrounding audience: specifically their needs and the way that media products seek to make profit from gratifying these.
Let's start by looking at the campaign for the film SEARCHING FOR SUGARMAN. The product is an extraordinary film that is - despite it's documentary form - a mystery. The audience for such a product has to be carefully and clearly constructed by the campaign so let's have a look at how they did this.
The poster campaign took this forward with a powerful image of 'Sugarman'
TASK: Who do you see the audience being for this product?
How does the campaign go about constructing this [you must provide details from the poster/trailer to support your ideas]?
| Paul Lazarsfeld |
The poster uses a common technique - the use of superlatives, comments and awards or awards nominations as a reference point for quality - something we might refer to as the 2 Step Flow model put forward by the theorist Lazarsfeld. Notice how both products reference a previous product - MAN ON WIRE. We ought to have some idea as to how the marketing of this could be used to construct the audience for Sugarman.
TASK:
In what ways does the campaign to promote SEARCHING FOR SUGARMAN use inter-textuality [borrowed meaning] to construct an audience for itself. Explain why might this be an effective technique especially for a low-budget film production?
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