Media Theory Revision Guide

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All A level theorists covered alongside revision summaries and exam practise exercises.

 

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I Daniel Blake

E-One guerilla marketing

Curran and Seaton

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I Daniel Blake‘s lack of support from a parent conglomerate owner meant that the film had to utilise an inventive and cost effective range of marketing strategies to promote the film. Instrumental in the promotion were the guerrilla marketing strategies used by E-One one who devised an ingenious grassroots marketing plan to create awareness of the film without recourse to the more conventional use of saturation marketing prior to a film’s release. 


E-One orchestrated a street marketing campaign that used graffiti art and outdoor projections to create visibility for the product. Spectators of the street campaign were subsequently guided to retweet pictures using #weareallDanielBlake to create a cost free media flow of awareness for the product via the digital labour of the film’s fans. 


The film also created controversy through its support for groups protesting the introduction of the government’s austerity cuts particularly those that drew attention to the so-called ‘bedroom tax’.The film also created controversy through its deliberate rejection of a London based premiere - opting to launch the film through regional screenings based in the north-east of England.


These unconventional marketing tactics certainly contributed to the success of the film. Moreover, the subsequent success of the film challenges Curran and Seaton’s argument media success can only be orchestrated by major conglomerates.

Hashtag marketing

The use of social media hashtags by media producers to channel audience engagement. Hashtags allow audiences to interact and spread media ideas. They are also used by media producers to monitor whether audiences are responding positively or negatively to products.

Media terminology used

Guerrilla marketing

A term used to describe marketing techniques that are unorthodox or unusual. This sort of marketing often used stunts or unconventional events to construct brand visibility.

Media flows

Refers to the distribution of professional media products through the use of audience based social networks.

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Media Theory for A Level
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