A2 Examiner tips - Sec A Gatsby Static Image Sample Paper &

Responses

MEST3 Section A (40%)

1 hour including 15 minutes reading/viewing time (32 marks)

The first section will be based around unseen stimulus materials which may be print, e-media, audio or moving
image based. The stimulus materials will be designed to be easily assimilated by candidates in the space of 15
minutes and there will be time for note-taking and essay planning. The materials will be chosen to raise issues
about:

media concepts (form, representation, institutions, audience, values and ideology)

wider contexts

media issues and debates.

There will be three compulsory questions based around the stimulus materials. The questions will demand
short answers to demonstrate knowledge and understanding of the media.

1. The Exam Paper

Section A Unseen
You must read the information provided for Section A in great detail. You will be given approximately 15
minutes to study and make notes on the two texts. These notes will not be marked during the assessment
process. You must spend 45 minutes answering the three compulsory questions in detail.

This guide provides you with some guidance on how to tackle Section A. But just to make sure you dont
forget you will also be expected to answer Section B. You can find an example of the Impact of New/ Digital
Technology exam type question when you look at the 24 Hour News Case Study example.

Section B: You must use one of your two prepared case studies
(representation and New/Digital Technology) to respond to one of
the questions in this section.
You are advised to spend one hour on your answer. You will be rewarded for detailed references to media texts
and examples from your own individual case study. Enter the number of the question in the box provided to
enable the examiner to clearly see which question you are answering. (Candidates often dont do this and the
examiner must then guess which question is being answered.)
All your responses must be completed on the 16 page answer booklet that you will be provided with in the
exam. You can of course ask for additional paper which you will be provided with by the invigilators.

Top Tip

Check that you have all the information you need before you start the exam. Page through
your answer booklet, as well as the copies of the static image booklet ask for help if you
need additional support before you start answering the paper.

Time Management

2 hours (including 15 minutes viewing time)

2. How To Approach Section A

When revising for the exam it is always important to consider the Mark Scheme for each section of your exam
carefully. The following provides you with a clear outline of what is expected in the exam. We are focusing here
on Level 4 and 3 responses to enable you to see what a good response looks like. Always avoid description
and make sure you focus on close analysis of your texts. The example responses will aim to demonstrate how
you can improve your own answers.

Text 1

The Daily Mails The Great Gatsby Review

Text 2

The Great Gatsby Poster.zip

A. Mark Scheme | Question 1 (Media Concepts)

How do the two texts (the Film Poster, and The Daily Mails
Film Review) use Media Language (Media Concept) to
attract its target audience? (8 marks)
Level 4: 7- 8 marks

A sophisticated and detailed analysis and evaluation of both texts, showing very good critical
autonomy.

Demonstrates sophisticated knowledge and understanding of the use of media language within
both texts.

Detailed and sophisticated application of the concepts and critical debates.

The answer is well structured, articulate and engaged.

Level 3: 5-6 marks

A proficient analysis and evaluation of both texts, showing good critical autonomy.

Demonstrates good knowledge and understanding of the media representations within both texts.

Proficient application of the concepts and critical debates.

The answer is well structured and clearly expressed.

Question 2 (Wider Issues)

How do the two Media Texts Portray American Society? (Wider
Issues) You may also refer to other media texts to support your
answer. (12 marks)
Level 4: 10-12 marks

A sophisticated and detailed analysis and evaluation of both texts, showing very good critical
autonomy.

Detailed and sophisticated application of the concepts and critical debates and issues.

Supports answer with a wide range of examples from other texts.

The answer is well structured, articulate and engaged.

Level 3: 7-9 marks

A proficient analysis and evaluation of both texts, showing good critical autonomy.

Proficient application of the concepts and critical debates and issues.

Supports answer with a range of examples from other texts.

The answer is well structured and clearly expressed.

Question 3 (Media Issues and Debates)

What are the advantages of film institutions using New Digital
Technology to market the release of a new film? (Media Issues
and Debates) You should also refer to other media texts to
support your answer. (12 marks)
Level 4: 10-12 marks

A sophisticated and detailed analysis and evaluation of both texts, showing very good critical
autonomy.

Detailed and sophisticated application of the concepts and a wide range of critical debates and
issues and wider contexts.

Supports answer with a wide range of examples from other texts.

The answer is well structured, articulate and engaged.

Level 3: 7-9 marks

A proficient analysis and evaluation of both texts, showing good critical autonomy.

Proficient application of the concepts and a range of critical debates and issues and wider
contexts.

Supports answer with a range of examples from other texts.

The answer is well structured and clearly expressed.

B. What Does The Examiner Say?

When preparing for an exam it is always valuable to look at the previous examiners reports to reflect on what
other students did in the exam. Reflect on what they did well, and also pick up on what they had to improve on.
Make a note of what the suggested improvements are, and aim to incorporate these into your own responses.
The June 2012 Report (AQA.com, 2013) outlines a few issues candidates need to work on, which was adapted
for this revision paper, and you can read the full report on the AQA website; however, the following is an outline of
what to consider, and how it relates to the texts you are currently looking at for this exercise based on the
examiners report:

Question 1: How do the two texts (the Film Poster, and The
Daily Mails Film Review) use Media Language (Media
Concept) to attract its target audience? (8 marks)
In the previous report the focus was on Narrative. Our focus will be on Media Language. However, it is useful to
see that the examiner points out that, good answers demonstrated an understanding that media texts used
questions and unanswered questions to engage audiences and entice them. The enigma codes are used to
encourage audiences to find out more and taps into audiences desire to gain more information. (We can apply
this point by looking at how the film poster uses enigma codes to engage the audience. Who are the main
characters? What are their roles in the text? Why the highly decorated backdrop? Why are characters positioned
on the pages in the way that they are? In The Daily Mails online review what does the headline suggest? How
will that engage the audience and encourage questions? How do the images used create audiences to ask
questions and pursue answers?)Higher level answers will discuss omissions such as the lack of sound, dialogue,
text or silence and explore that more widely too. How can these points be linked to analysing a more static
image? Avoid describing what you see, think more carefully about what is on the page, consider why questions
are used in a certain way for example, or why language is used in a certain way. What is the impact on the
audience, and consider what is not there - that usually might be there. Why the omission? Consider how media
language is used for example, the images, camera angles, what impressions are created and why? Remember
you must compare! (Use good comparative connectives to highlight that you are comparing for example:
similarly, both, on the other hand, in contrast with, contrastingly, however, whereas.) How and why are

binary opposition codes used for example in the sample texts you are studying for this exercise? (In the film
poster consider who is the hero, and the villain for example, what does the portrayal of the love triangle
suggest?) Is the use of Media Language in this specific way typical of the genres? Are the audiences
established? How is colour used for example? What impact does that have? How is the text set out on the
page? Why is it significant?
Why are audiences attracted by film posters, and reviews if they are also able to follow events News regarding
premiers and Review programmes such as the BBC film reviews on its 24 News Channel / Rotten Tomatoes /
Twitter / Facebook? Can they relate to the characters? Are they simply gaining more information? The texts are
often part of a series of posters, advertisements and interviews in an advertising campaign why are the images
used and what can be said about the journalistic style of the review? Why are audiences so interested in the text
re: Novel / Scott Fitzgeralds Novel? Why does it draw in so many audience members?
For example are the audiences drawing pleasure from reengaging with a text which is now transformed into a
film and is in fact a remake of the film? Can audiences related to the events and the narrative? What values are
communicated? How are the representations of a 1920s America engaging the target audience?

Question 2: How do the two Media Texts Portray American Society

and the American Dream? (Wider Issues) You may also refer to
other media texts to support your answer.
The two texts present the target audience with images of socialites in America who are glamorous, attractive and
mysterious. The audience (which might be perceived as perhaps a mix at this stage as the novel is currently
still studied and read for academic purposes and the previous films are fairly dated but still viewed), might related
to the characters portrayed and the images used. The audiences foreknowledge of the text will enable them to
grasp that the Gatsbys fame and fortune, is of course unclear in its origin, but that it clearly represents the
American Dream in the sense that he is highly successful, and that all can make it in the new world. However, it
also highlights the issue that fame can be like a shooting star.
The images used in both texts are highly constructed poses, as if the characters are posing for each opportunity
to show themselves off well, as a means to self-market and also to mark their importance. This is also one of the
themes the original novel explores, and is still a very common phenomenon in modern society and in particular in
the world of celebrity.
The media can often reinforce stereotypes in the world of celebrity, society and the Upper-classes positive role
models are often reported on, but the Medias love for a celebrity if fickle and one miss step can often lead to a
disastrous scandal being reported. The pace at which the media moves also means that there is little love left for
those who are left behind and their fame is often reduced to one small mention or an omission from the entire
scene. Consider how binary opposition codes are used in the poster, the caring and protective pose of Gatsby
overlooking Daisy, and the disengaged, fickle socialite, Daisy, removed from reality and staring in the distance.
Gatsby surrounded by people really only interested in his success and will pay little attention to him when the
tables are turned again echoing modern society and the world of celebrity in America. (AQA, 2012) In your

answer remember to explore a wide range of examples other than the examples used in the texts we are
studying. Remember that the Mark Scheme is asking of you to use a wide range of examples.
Good answers in the exam will use examples to explain and support points, weaker answers will just list or
describe them. Remember that you must refer to wider texts - you need to make sure you explore a range of
examples to support your ideas effectively here. Think of what other texts you know of that might present teens
or young people in a certain way. How does it compare? Is it different or very similar from the texts you are
studying in the exercise? Dont be afraid to look at examples that are very different from the exam texts you
might see. In the examiners report it states, [o]ften the best points were made by examples that were quite
different from the exam texts, where candidates could really show wider media issues and debates, rather than
just listing products that were very similar or the same. Again the examiner pointed out that it was good to
see candidates using really original and up to date examples from a range of Media products etc. that they
watched themselves and bringing them into their answers.
Remember for this section you also need to use theories and the examiners report again highlights the
importance of using theories as it states, [a] range of theories were used successfully to support points, for
example Neale Repetition and Difference, Uses and Gratifications, Dyers Utopian Pleasures, Cohen Moral
Panic, Baudrillard Hyperreality and Post Colonialist theory.

Question 3: What are the advantages of film institutions using

New Digital Technology to market the release of a new film?
(Media Issues and Debates) You should also refer to other
media texts to support your answer. (12 marks)
This question requires candidates to consider wider issues. You should refer to other media products to support
your answers. Good answers will consider a wide range of texts and the following might be included:

Traditional methods converge with a range of different platforms

Updates on the creation and production of the film

Following the star system

Premier launch dates

Use of Smart phones/ screen savers/ viral advertising/ text messaging

Twitter following the official Twitter page/ Following favourite celebrity tweets

Updates on fan views on Official Facebook pages

Updates on fan pages

YouTube trailers (longer trailers and fan responses)

Immediate ticket bookings online and on smart phones

Encouraged continuous audience support and engagement

Use of UGC photos at premiers posted immediately on Facebook, Twitter, Path

Citizen journalism Rotten Tomatoes Critics reviews vs audience reviews

Citizen journalism blogs presenting reviews

Commenting

Wider range of information and opinions available and a more balanced approach

Good answers also include careful consideration of theories for example democratisation
of the news, Marxist theories exploiting audiences and tapping into their need for
sensationalism. Audience theories for example, moral panic, uses and gratification models
etc.

Question 1: How do the two texts (the Film Poster, and The
Daily Mails Film Review) use Media Language (Media
Concept) to attract its target audience? (8 marks)
Text 1 is a review by the Mail Online (2013) and the Headline, Not-so-Great-Gatsby: The Roaring 20s have
never looked better, presents the target audience with a highly negative introduction to the renowned and
much loved Scott Fitzgerald novel, The Great Gatsby. The clever wordplay and effective use of alliteration, is
obviously a language technique often used in newspapers, and in particular for this intermediate paper. (Close
analysis of Media Language) Tookeys ironic introduction of Not-so-Great suggests to the reader that there
are obviously issues with the text, however, for a more established audience and fan base who might love the
novel, as well as the previous film produced in 2000 this might encourage audiences to challenge the view of the
critic, and find out more about the review, as well as the film itself. (Close analysis / Critical autonomy)
However, the poster uses different techniques to engage the target audience. It presents the audience with a
gallery characters. Firstly, the main characters are posing and meeting the target audience with a direct stare.
The medium longshot used to introduce Gatsby who takes centre stage in the poster emphasises his
importance in the text as main character. The poster also draws heavily on the star system, as DiCaprios image
placed in the centre of the page, will entice fans, and those interested in his career path, as he is well known for
his performances in films such as Romeo and Juliet, also directed by Baz Luhrmann. (Close analysis and
critical autonomy)The working partnership between Luhrmann and DiCaprio, is of course a winning
combination to attract fans, and a good example of how the auteurs theory is used to engage maximum
audiences. (Effective use of theories / critical autonomy) Luhrmann is also known for his work in films such as
Moulin Rouge, and audiences are aware of the spectacle his work promises to present them with. (Critical
autonomy)
In the Mail Onlines review of the film it also makes mention of the partnership, but it refers to the film as
tasteless, which might shock audiences, and active audience member, out of loyalty might often see the film for
themselves. The negativity often has a more positive effect as often seen with shock advertising campaigns, such
as the anti-smoking campaigns on cigarette packaging. Research suggests that it has resulted in an increase in
sale. So the negative slant of the review might attract audiences too.
The cast in the poster are all placed around Gatsby, the men and women closely linked are clustered together on
either side of Gatsby. However, Gatsby is placed so that he guards Daisy in his protective fashion. Established
audiences will relate to each one of their favourite characters, and will immediately identify with them as they are
presented. (Close analysis / clear link to the questions / effective reference to audience theories)The miseen-scene, is effective, as Gatsby is dressed in his tux, and it suggests that he is stylish and fashionable. Tom, on
the other hand, is dressed as a gentleman and positioned next to his mistress in her red dress. The dresss

colour is subluminal and suggests passion, and danger and the audience can immediately make those close
connections to what they are seeing. (Close analysis of Media Language) The characters are all dressed in
1920s outfits which again places the film in that time frame. In addition, Daisy, posed at the bottom of the poster,
seems to stare at the action at a distance, and seems disengaged and bored; however, the jewellery she wears
again highlights to the target audience who she is. The symbol of the daisy on her jewelled hands and headband
implies that she is the heros prise a flower to be picked, vulnerable and nave, and Gatsbys main concern as
he towers over her in a protective way. (Close analysis) Daisies signify simplicity and innocence, but ironically
used it seems, for such a complex character. Audiences with foreknowledge of the text will be clearly aware of
Daisys role in the narrative; however, new audiences might find all the enigma codes used in terms of who she
is, and why she is places on her own, engaging and intriguing. (Critical autonomy / analysis of narrative
theories) Interesting how the blue eyes, of the omniscient observer of the billboard poster in the film, stares at
the audience and overlooks the characters. Again only an audience with foreknowledge of the text will be aware
of its significance, but new audiences might simply make the link that the group of people are closely observed.
(Critical autonomy/ Close analysis) The gilded and trimmed wooden panels suggest a stylish, but over the top
setting in which the action will take place, and suggests that audiences will enjoy a fantastic experience.
Similar (comparative connective as mentioned in the above notes, make sure you compare) images are
used in the review - characters a posing at every possible angle suggesting that their images, and the level of
pretence are highly constructed as also suggested in the novel. (Close analysis / Critical autonomy) The
established audience will be able to relate to this and again be encouraged to view the film. The relationship with
Daisy and Gatsby is emphasised in the first image, and the converging platforms are effective, as audiences can
read the review, as well as enjoy watching the trailer. This offers greater engagement and interaction which is
highly attractive to audiences. In the review images of dancing are also used as a reminder of Luhrmanns unique
style of directing films, filled with passion and flair and again highlights that this will be an enjoyable piece of art.
To conclude, the poster clearly draws strongly on the star system, and auteurs theory to attract audiences. In
addition, it also uses an establishing medium long shot for the characters posing on the balcony, and a mid-shot
for Daisy. The characters are posing and placed to face the audience almost like in a fashion shoot as a first
introduction. In addition, the mise-en-scene is used effectively and the costumes and the setting clearly help the
audience to identify with the characters, and their roles if they have foreknowledge of the text. New audiences will
be intrigued by the various enigma codes used, which leaves many questions unanswered like who are these
people? Why are they being observed, and why is Daisy so detached from the rest? All these techniques are
highly effective as it encourages audiences to find out more about the text and engage more effectively. The
review, on the other hand, uses a highly satirical journalistic style, and mocks the director due to his lack of taste
and style. It gives a harsh breakdown of why this production of the film is shallow as spilt champagne. This of
course, will entice loyal fans, and will result in them supporting the film even more. In addition, bright images with
action, and in particular the love interest makes the review even more engaging, the fact that the Mail Online
review converges with other platforms makes it even more engaging and attractive for audiences. (Clear
reference back to the question.)

Question 2: How do the two Media texts portray American

Society? (Wider Issues) You may also refer to other media texts
to support your answer.
Text Twos portrayal of The Great Gatsby, places the audience in a 1920s America, a place of dreams and
ambition, at a time where society lived for the moment. (Context / Critical autonomy) The group of characters
portrayed in the piece represent a range of different stereotypes (representation referred to / close analysis) in
American society at the time, for example Gatsby represents the American Dream and that anything is possible,
however, perhaps also the fallacy of the American Dream and the fact that fame and fortune does not last long.
More modern examples can also be seen when looking at the OJ Simpson and Tiger Woods cases reported on in
recent years. (Critical autonomy) In this poster Gatsby is portrayed as the stereotypical successful American
Hero a self-made man who carefully constructs his image. He creates a mysterious persona, which is intriguing
and riddled with enigma codes. (Reference to narrative theories) He is not dissimilar from more modern
examples in the C21st American society where celebrities like the rise and fall of Britney Spears and Lindsay
Lohan, as reported on in TV and Showbiz / Mail Online, and obsessively followed by audiences. (Critical
autonomy)
In addition, the Mail Onlines review also reflects on American society, but it is interesting to note that it reflects
on the film itself The Great Gatsby, but also at its Director Baz Luhrmann. Tookeys criticism of Luhrmanns
production defines him as kitsch and tasteless. The review is almost a personal attach on the personal tastes of
the director and his designer wife, Catherine Martin, which is surprising, but again is a reminder of how fickle the
Medias relationship is with those in the Media, and that they will dutifully report on the highs and lows without
any reservation. The article reflects celebrity in America as a tasteless enterprise where those who are famous
are not necessarily the ones to follow. Ironically it can be said that this observation also perhaps makes a direct
link to Gatsby, a man who builds his live on a vision, and a dream, and loses sight of reality. Perhaps also an
ironic reminder that the American Dream, which is larger than life, is completely unrealistic, and out of touch of
what reality really presents in a modern day and age with economic challenges and difficult times ahead. (Insight
/ critical autonomy / close analysis of the text)
In the poster, as said the characters represent a range of stereotypes found in American Society, and even
thought the idea of discovering the new world was that it was an opportunity to move away from the class
system, as seen in films like Far and Away; The Great Gatsby somehow ironically suggests that once you are
part of the social scene, you again enter a class system which is a reminder of those building on this new worlds
roots. (Critical autonomy / reference to other texts) Tom and Daisy clearly represent old money and her voice
is full of money, whereas Nick obviously presents a more modest background despite being linked to Daisy and
therefore able to blend into the scene. However, Toms relationship with the garage owners view again suggests
that he is representing the typical patriarchal male in American society free to do what he likes, but expecting his
home life to be intact a clear take on the hypocrisy of American society, which is also echoed in portrayals in
the Media of the Tiger Woods Scandal for example. (Critical autonomy) Gatsby also represents danger and
adventure, and his involvement with the underworld and mafia is intriguing and links strongly with other films like

The Godfather, and picks up on ideas such as Italian immigration to the new world in pursuit of a better life.
(Critical autonomy / range of texts)
On the other hand, once the review moves on to discuss the film in more depth, which one can also criticise for
its most shallow approach to the film, it also reflects on the use of sound in the film and it points out that the
music choices are perhaps poor. It again mentions Luhrmanns poor choice in working in collaboration with Jay-Z,
which again highlights the diversity in American society, and that people on all walks of life can be successful.
The blunt criticism of the review is not dissimilar from reviews found in the media like for example The
Telegraphs (2013) review on Dan Browns latest text. The Telegraph is satirical and clearly commenting on the
success of Brown, but also on the fact that he is perhaps not performing at the height of his career. This
sentiment, regarding Luhrmanns performance, as the Director of the film, is echoed in the Mail Onlines (2013)
review. It could be said that British critics often ridicule American productions or creations, and presents them as
shallow and less intellectual focused on monetary gain rather than delivering a quality piece. In addition, it again
highlights how the media portray celebrities in American society, with often a negative slant. (Critical autonomy /
insightful / range of texts referred to.)
The images used in the review present a glamorous social scene with where DiCaprios character is deeply in
love with Daisy, and there is an intimate dance scene. The 1920s America, which was known for its Prohibition
Acts, and bans in consuming and important alcohol is represented in a social scene where glitz, glamour, fun and
living for the moment were at the heart of the action. This again does not seem to dissimilar to the C21st scene
where often after great events parties are hosted like the Oscars Vanity Fair party (2013) which was reported on
by the BBC. (Range of texts referred to) However, the difference clearly is the restrictions that added to the
attraction of what was going on at Gatsbys home. (Critical autonomy)
The general portrayal of American Society in the two pieces is that of a society rich of a range of individuals, and
groups of individuals who form part of various social groups. It presents an image conscious society, clear on
how to construct its images of what the outside world needs to see. However, it is flawed and riddled with
corruption and dark undercurrents which of course will only be revealed once those involved are completely
disillusioned.

Question 3: What are the advantages of film institutions using

New Digital Technology to market the release of a new film?
(Media Issues and Debates) You should also refer to other
media texts to support your answer. (12 marks)
When looking at way in which films like The Great Gatsby are marketed it highlights the importance of the use of
new digital technology. The films if inspired by the Novel of the same name by Scott Fitzgerald, and this helps
producers of the film to tap into an already very established audience, with a clear understanding of the plotline
and the main characters in the text. Like with most film campaigns, as also seen in the campaigns of The Lucky
One and The Vow, producers will often make use of the more traditional routes to create audience awareness,
by advertising posters of the film on billboards, in cinemas, magazines, and also on city buses for example.
However, on these posters a range of information is provided, for example, iPhone bar scanners which will allow

audience members with smartphones to immediately access the films Official website via their phones. This
instant engagement is highly effective as it allows audiences to find further information on the WWW and also
learn more about the film. In addition, film tickets can be bought as soon as possible via this link if audiences are
hypodermically affected by the poster they see. This clearly is a very successful way to instantly appeal to
audiences, and loyal fans of the novel and book to view the film. (Range of examples, reference to audience
theories, critical autonomy)
In addition, posters often converge with web-platforms to allow smartphone users to access Twitter pages
instantly, or Official Facebook (www.facebook.com/TheGreatGatsby) pages. This is highly successful as
audiences are able to constantly engage and greater awareness of the film is created through this. In addition,
audiences are able to share these pieces of information instantly with their own friends on social network sites
such as Facebook which allows for excellent advertising opportunities to allow for more enthusiastic audience
members to visit the cinema or to further engage. It is however, important to be mindful not to over-engage
audiences as it might often lead to media saturation and that will have a detrimental effect on the success of the
film. (Debate alternatives / Theories)
Official websites often allow for a range of opportunities for audiences to continue to engage in the media text. It
allows for hyperlinks to the main stars like DiCaprios official personal websites, for audiences keen to survey
these sites and follow his career path. (Clear reference to audience theories) Similarly, DiCaprios official
website allows for a hyperlink to The Great Gatsby which leads to further advertisement opportunities. Similar
techniques are often also used by films such as The Lucky One where Efrons Official website also hyperlinked
to the films and vice versa. (Range of texts / Critical autonomy)
On the Official Website (thegreatgatsby.warnerbros.com, 2013), it also allows the audience to watch the official
trailer, but it also hyperlinks to YouTube which in turn allows audiences to watch longer versions of the official
trailer. This in turn allows audiences to repeat a viewing which encourages greater engagement and more
effective and cost effective advertising opportunities.
Film reviews are also an excellent way to advertise the text, as well as official interviews. Official reviews are
often broadcast on Friday evenings such as the BBC Film Reviews just after eight, to inform target audiences
what is available over the weekend for example. The Great Gatsby was positively reviewed by the BBC, which is
often also seen as a credible source, which again will encourage audiences to see the film. It clearly mentioned
that this new production will revive and encourage new audiences to develop a love for the narrative and revisit
the novel again. A clear example of how platforms converge. (Critical autonomy / Range of texts)
With new digital technology reviews about the film can also be shared on YouTube which is also the case with
The Great Gatsby and other films like The Vow and The Lucky One. The Mail Online review is a good
example of how the film can be further advertised, and greater awareness can be created. Rotten Tomatoes is an
alternative platform where critics can voice their view and audiences can also share theirs, content can be shared
and a more balanced review can be considered. It is often interesting to see how the reviews by audiences and
critics differ and the loyal fan base of the film often leads to more positive view on the films. Citizen journalism is
another example of audiences becoming more involved in sharing views on films and blogspot.com is an

excellent platform to look at for information regarding personal experiences where digital natives share their
thoughts and ideas. In addition, fans also create their own fan pages on sites such as Facebook, where films like
Twilight enjoy unimaginable support by loyal fans. User Generated content is often shared, and in this way the
digital community is constantly aware of changes or new news regarding the texts, and this method taps strongly
into audiences social needs and need to share. This is a very cost effective way to create excellent awareness of
the film, but also constant engagement. (Range of examples and reference to theory)
To conclude, new digital technology plays an invaluable role in the marketing and advertising campaigns of films.
Audiences are not only becoming aware of the text, but they are able to actively get involved in sharing
information, and enjoy following the developments and success of the film in the media. It is a powerful addition
to the marketing tools for many institutions and is used in a highly effective way.

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