Wednesday, 21 November 2018

The Big Issue Part 2- analysis of the soldier&homelessness- 21/11/2018

The Big Issue Part 2 




Analysis of the magazine cover- powerpoint slide

War veterans and homelessness. 

Discuss why the Big Issue chose to highlight this issue.

Most people usually believe and see all homeless people as undeserving however they do not think about the few war veterans who have become homeless too. Therefore, this has become an issue which nobody is resolving or actually realising it, so that is why the Big Issue is focusing on it and emphasising it.  
The Big Issue tries to break the stereotype that ''all homeless people are undeserving of help'' as the war veterans who are homeless are actually deserving of help as a result of what they have done for all of us. 
A reason for the soldiers who have been left homeless is because of the Post-traumatic stress they have received after the war. The memories of war remain forever and haunt the soldiers forever therefore is really hard for them to continue their 'normal life' after the war they have been fighting in. Unlike some other homeless people, the homeless soldiers have actually got a reasonable and serious reason to have become homeless because. 


At least 13,000 of our war heroes are homeless after leaving the military, a Sunday People probe reveals.
Charity bosses say the problem has been made worse by cuts to the armed forces, which has led to almost 30,000 troops losing their jobs since 2010.
“The Government is spending more than £1billion to prevent homelessness and rough sleeping.”
•Most media studies on poverty point in the direction of a recurring observation that usually the poor are presented in one of two contrasting frames: the ‘deserving poor’ and the ‘undeserving poor’.
•While the frame of deserving poor employs a sympathetic treatment of the poor, the frame of the undeserving poor is built upon the rhetoric of deficiency in individuals who are portrayed as a burden on the taxpayer due to their dependency on welfare policies
•(see also, scroungerphobia, Golding & Middleton, 1982)


Gerbner theory


Theory: Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Heavy viewers are exposed to more violence and therefore are effected by the Mean World Syndrome, the belief that the world is a far worse and dangerous place then it actually is. According to the theory heavy viewing of television is creating a homogeneous and fearful populace, however so many studies have been done in this area that really no one knows how or even if violence on TV or in film negatively or positively affects its audience.
Now cultivation theory has taken on a more general definition in regards to mass media. It now extends to encompass the idea that television colours our perception of the world. For example; if someone stays inside and watch news about crime all day, they might be inclined to believe that the crime rate is far higher than it actually is and they might easily become the victim of a crime. Or in another sense heavy viewership of any media   can perpetuate stereotypes both positive and negative. It really comes down to the question of to what extent does reality shape TV and vice versa.

Essay
You will create an essay on isue 1332 of the Big issue: Still at War.  You will anaylyse the media language and media representations associated with the front cover.
As part of the essay you will need to discuss the social and politcal contexts which have lead to a rise in homelessness in overall and inparticular within the veteran community.
You will also discuss how newspapers (right wing and Big Issue) vary in the way the represent homelessness.  As part of your arguments you are required to use Gerbners theory.


RESPONSE TO ESSAY QUESTION
Most people usually believe and see all homeless people as undeserving however they do not think about the few war veterans who have become homeless too. Therefore, this has become an issue which nobody is resolving or actually realising it, so that is why the Big Issue is focusing and emphasising on it.  
The Big Issue tries to break the stereotype that ''all homeless people are undeserving of help'' as the war veterans who are homeless are actually deserving of help as a result of what they have done for all of Britan and he poeple living here. 
A reason for the soldiers who have been left homeless is because of the Post-traumatic stress they have received after the war. The memories of war remain forever and haunt the soldiers forever therefore is really hard for them to continue and get used to their 'normal life' routine, after the war they have been fighting in. Unlike some other homeless people, the homeless soldiers have actually got a reasonable and serious reasos that has resulted them in becoming homeless.

However, as there is still many veterans who are homeless even though it is not recognised and no attention has been put on that, there should be more stuff done towards to help them. 
However, there is many organisations and online websites which have been created in order to help the veterans/soldiers who are homeless and deserve support as they have done so much for the country. 

Firstly, the Magazine Big Issue is itself mostly sold by the woking class and lower class people usually immigrants who have just came to England. The pay for the work they do is very low however it still helps them and leads them in the correct diection in order to become stable. Therefore, the Big Issue is a magazine which focuses on serious issues for example having the 'homelessness of soldiers' as one of them. In order to try to get help to resolve the issue they have made a front cover based on it.

The masthead ''Still at war'' is most importantly written in bold with capital letters in order to emphasise the issue that even though the veterans are not physically i war they are mentally still in fighting and the war is still going on and remaining in their heads and lifes. Moreover,  the adverb ''still'' emphasises the frustration and the long period of time that war has been going on for suggesting that actions should be taken towards this issue and it finally needs to stop. Over the eyes of the soldier in the front cover  there is a cover line saying ''the battle for peace of mind back home, rebulding lifes, fighting for futures''. The fact that this cover line is placed exactly over his eyes implies that havig his eyes covered causes him to be unable to see the real world as they are in war and war is not life. He is being blinded by the war which prevents him from seeing the real world that the other people are seeing and the beauty of it. It is socially constructed and different people see in a different way. For example, the soldiers and war veterans will see the world and life in a negative light and as a bad place, as what this world and life ha gave them is war and that's what they have experienced. Moreover, the phrase ''fighting for future'' can mean that the war veterans who are homeless are fighting for their own futures and to have a better life. The noun ''war'' and having it wirtten in capitals&bold can implicate the fact that the soldiers are unable to adjust to the normal life after contributing and being part in a war. This is because the memories from the war are going to remain in their heads forever and are hanting them. Also, some have returned back from war which big effects such as having Post traumatc stress which makes the proccess of beginning to live the normal every day life even harder as they have snap-shots of the war in their heads and constantly are remembering them. This is a very seroious mental disorder, that has to be treated, in order to minimise it. To support this point, the facial expressions of the war veteran are not shown as the readers are unable to see his eyes therefore his emotions cannot be conveyed to the readers hinting that after the war the soldiers have became hopeless and emotionless after all the negative stuff they have experienced there. Also, as his face is in black&white this symbolises the hopeless nation of homeless ex war veterans and creates a sense of despair and sympathy towards them from the readers. The colour black is an unsaturated and muted colour therefore it has negative connotations such as of death and evil which links to war emphasising the loss and amount of people who have died already and are continiueing to die. The presence of only black and white colours on his face and the absence of saturated colours implies that he has no identity or has no found it yet as his country may be a dangerous place therefore not allowing him to go back to live his life there and find his identity. On the other hand, the helmet is the only aspect in the picture that is in another colour rather than black or white. This could be because it is something that has a very important meaning towards the front cover however it is hidden. The helmet could be a tool used in order to protect his mind and mental well being. The fact that the colour of it its green links to the armed forces and the colour of clothes that they wear. 

It has been estimated that 22% of London’s homeless population had a Service history. Therefore this means that around 3,000-4,,000 veterans are homeless in London each night. 
A big proportion of the Dandeker reported veterans being more likely to report physical health problems than the general homeless population. Homeless veterans were more likely to report alcohol-related problems. A reason for this is because of the struggle to come back into reality and norma life therefore majority of the veterans find alcohol as a way to escape the reality and issues. Relationship breakdowns and financial problems and crisis or bereavement can lead to the alcohol addication and alcohol-related problems furthermore resulting in the rise of homeles veterans. After being back from the military career, maintaining stable employment or a normal family life for example was found and proved troublesome Mental health problems are commonly reported among homeless veterans too. Randell and Brown’s (1994) participants reported high levels of mental health issues, with 23% having spent time in a psychiatric unit. There has been a popular feeling that PTSD is suffered frequently by a very high number of veterans who find life difficult and makes their adjustment to normal life even harder. 

Other reasons for the high number of the homeless veterans in the UK are because veterans were better at surviving on the streets and were also less likely to engage with support services. Veterans have reported that they considered themselves, through their military experiences and training, better equipped for dealing with street homelessness than others. Lemos and Durckacz found that homeless veterans considered themselves separate and perhaps a class above their non-veteran homeless peers.

On the other hand there is a political context linked to this issue. Firstly, the right wing have negative views and thoughts towards the homeless people no matter if they are homeless veterans or just normal homeless people.

However in order to resolve this social issues linked with the rise in homeless a range of information and services available to Service leavers and veterans to assist them with accessing and maintaining suitable accommodation both on discharge and later in life have been created. However many veterans are ashamed of using these services.


Homeless people statistics

7,500 homeless people in London
2,500 are children
1/200 is homeless

telegraph- right wing (newspaper about the romanians) undeserving of help views
daily mail- left wing
dailty mirror- left wing























Wednesday, 14 November 2018

Essay analysis- in bob we trust - 16/11/2018

Essay analysis 
In Bob We Trust
The Big Issue 

You will analyse the media language and media representation of the xxx issue of the Big Issue “In Bob we trust” .   To what extent does the Magazine diverge from mainstream/rightwing depictions of the poor/homeless.  Why is the magazines remit an important factor in the way the magazine represents homelessness?  Discuss the social and political context of homelessness…Discuss the impact of homelessness in Britain today from your research.



are the views on the homless stereoypical or counter stereotypical
- apply theories
- analyse the media language and representation
- editing
- mise en scene
- camera work
- sound


The official phrase which is ''In god we trust" originally comes from the United States and actually the bible. it is illustrated on the dollar notes of America. However, in this context the fact that on this magazine cover it has been changed to Bob could in reality suggest that as Bob came into James' life he became the only individual he can actually trust and that helped him in order to come out of the situation he was in. Usually, many people believe in God and believe that he is their hope and person they can trust therefore in the case of James this can be interpreted by Bob symbolising God for James. He was the person he can trust, believe in and his only hope. 

Moreover, by saying ''In Bob we trust'' could imply the emphasis James is putting onto his cat- Bob and emphasising how lucky he is to have met him. As for many people God is the most important person in their lifes, for James, his cat Bob is. He was the individual who turned his whole life around and into better showing him and symbolising the hope in his life. James was in a very desperate situation therefore he could not ask anyone for help or support so Bob actually saved his hopeless life. 


As we know, James became homeless and therefore turned into drugs becoming a drug addict. Turning into drugs can often be as a result of family problems and having rough time, not having anyone on your side you can trust or ask for help and also due to financial problems. Therefore people go into drugs in order to escape the reality and the problems they are having however at one point you realise that this not a permanent solution but for only a period of time. However, for some individuals there is always a specific reason to their life around and for James the reason was Bob. As he says in an interview before Bob came int his life, while he was still a drug addict he was very selfish, only thinking about himself and the drugs he was going to take. However, after Bob came he states that this is what changed him significantly, he started taking care of him and not only looking at himself, therefore that was his first step of changing into better.


Looking at the homelessness around the UK and in general there is millions of homeless people. Usually the majority looks upon the homeless people with the negatove stereotypical views. An example of this is that 




Print media- The Big Issue 14/11/2018

Print media- The big issue
14/11/2018


Media language- how the media communicate meanings through their forms, codes, conventions and techniques.

Media representation- how the media portray events, issues, individual and social groups.

The main colour used in this cover is the bright yellow colour. This colour represents energy, positivism and muscle energy which can be linked to what the shot shows- a girl which has a very nice body. The colour yellow used is a saturated colour. The shot used is a mid shot and allows the audience to have a better view at her body and not on the face, as the main point of this advert is to show the body, not the face. The target market is mostly women as there is a girl in the advert and it is asking whethever other girls have their body ready in order to go to the beach and show it. The shot of this girl with a nice body form can be offensive as it portrays to the audience that all women at this kind of age should have a body like this, however not every girl is that fit therefore other girls with different body forms may be offended and feel like there is no respect toward them and other types of body forms. Also, the mode of address used by the girl is very serious, she is standing on her knees and we can see that she is looking directly at the camera creating a direct address. 

The bright, saturated colour is very attractive and attracts the attention of the audience. If it was a dark, unsaturated, muted colour it would not catch the eye of people.

The advert emphasises the female sexuality.

The sharp images, emphasises the shape of the body and helps to focus the attention of the audience onto the body parts of the girl.

The angle of the shot is looking straight at the girl it builds up the relationship between the audience and the model as looking straight implies being on the same level. Also, the advert represents protein supplement intake therefore looking straight up means being on the same level therefore this links to the fact that people should take the suitable protein intake. 

The advert focuses on the body forms of females however it emphasises the stereotypes that all females should be skinny. 

The font shows that she is standing on the left. The headline is in bold which implies its importance and significance. The image is very sexualised too. it explores the main themes of gender, age and sexuality. 


The Big Issue 

The Big Issue is a street newspaper founded by John Bird and Gordon Roddick in September 1991 and published in four continents. The Big Issue is one of the UK's leading social businesses and exists to offer homeless people, or individuals at risk of homelessness, the opportunity to earn a legitimate income, thereby helping them to reintegrate into mainstream society. It is the world's most widely circulated street newspaper.

In 1995, The Big Issue Foundation was founded to offer additional support and advice to vendors around issues such as housing, health, personal finance and addiction.

Vendors buy The Big Issue for £1.25 and sell it for £2.50. Each seller is a micro-entrepreneur who is working, not begging. We have helped over 92,000 vendors, some of the most vulnerable people in the country, earn over £115 million in the last 25 years. Currently there are around 1500 vendors up and down the UK who last year alone earned a total of £5.5 million through selling the magazine.

It is a hand up not a hand out. It gives the opportunity for homeless people to actually recover and rehabilitates them, it does not just give them money because they're beginning. It produces them with a source of income, that can help the homeless people come out of their situation and stabilise them. 

Political context

Left wing politics: they support social equality and egalitarianism, often in opposition to social hierarchy and social inequality. 

egalitarianism- the principle that all people are equal and deserve equal rights and opportunities. 

Right wing politics: the political right opposes socialism and social democracy, right wing parties include conservatives, nationalists and on the far right racists and fascists. 

nationalists- an extreme form of patriotism marked by feeling of superiority over other countries.

fascists- a political system, based on a very powerful leader, state control, and being extremely proud of country and race, and in which political opposition is not allowed.

The right wing newspapers                        The left wing newspapers
- The Sun                                                   - The Mirror
- The times                                                - The Guardian
- The Telegraph                                         
- The daily Mail
- The evening Standard

The cat ''Bob'' is used in order to symbolise the hope in the life of the person. As the person was very desperate as soon as the cat appeared, it became the reason for the men to actually start improving and trying to come out of the difficult situation he was in. Furthermore, he was a drug addict and as Bob appeared he started believing that it was an obligation to rehabilitate and become clean and actually stabilise himself.

















Question to answer on Friday


You will create an essay:

You will analyse the media language and media representation of the xxx issue of the Big Issue “In Bob we trust” .   To what extent does the Magazine diverge from mainstream/rightwing depictions of the poor/homeless.  Why is the magazines remit an important factor in the way the magazine represents homelessness?  Discuss the social and political context of homelessness…Discuss the impact of homelessness in Britain today from your research.

remit- giving a hand up not a hand down

- are the views on the homless stereoypical or counter stereotypical
- apply theories
- analyse the media language and representation
- editing
- mise en scene
- camera work
- sound




Wednesday, 7 November 2018

Media Industries in the jungke book- 7/11/2018

Media Industries: The Jungle Book- 7/11/2018

Definitions:
Production- the production process refers to the stages (phases) required to complete a media product, from the idea to the final master copy. The process can apply to any type of media production including film, video, television and audio recording.

Distribution- digital distribution (also referred to as content delivery, online distribution, or electronic software distribution (ESD), among others) is the delivery or distributionof digital media content such as audio, video, software and video games.


Marketing-  the action or business of promoting and selling products or services, including market research and advertising.


Circulation- the total number of copies of a magazine, newspaper, newsletter, film, etc..


Info about the Jungle Book


Plot synopsis

In The Jungle Book, a young boy named Mowgli becomes a member of the Seeonee Wolf Pack. A cruel tiger named Shere Khan plots against Mowgli and the leader of his pack, Akela. When Mowgli grows up, he realizes that he must rejoin the ranks of men.
  • Mowgli strays from his village one day. After being attacked by Shere Khan, he's saved by Father Wolf, who asks Akela, the leader of the wolves, to accept Mowgli as a member of the pack.
  • Mowgli briefly returns to the world of men, but leaves after he learns that Shere Khan has been plotting against Akela. He defeats the tiger, but knows that someday he will rejoin the man-pack.
  • A python named Kaa takes Mowgli down to the Cold Lairs, where he steals an ankus. He discards the ankus, fearing its deadly curse. This results in the death of six men. After this incident, Mowgli becomes unhappy and gradually drifts toward the world of men.
Production companies involved 
- Walt Disney pictures 
- Fairview production 

Jungle book
Rotten tomatoes- 95%

Box office & bugdet
box office- 966.6 million USD
budget- 177 million USD

Industry & technology 
Previsualization- Previsualization (also known as previs, previz, pre-rendering, preview or wireframe windows) is the visualizing of complex scenes in a movie before filming. It is also a concept in still photography. Previsualization is used to describe techniques such as storyboarding, either in the form of charcoal sketches or in digital technology, in the planning and conceptualization of movie scenes.

What is key to making these 'real' but talking animals?

their physicality, their locomotion, their animal behavior needed to be perfect. The audience needs to believe that they’re looking at a panther and not a cartoon or animated character. There was a stage at the beginning where a lot of alterations were made purely on the lip synch and on the delivery of the line. We voted to establish purely what would work for Jon and the movie by asking ourselves, ‘What is the key to believing that these talking animals are real?’ We knew we couldn’t rely solely on an animator filming himself acting out a performance as a cat, because he’d do it as a human would, not as a cat would. We concluded that we should rely heavily on real-world reference, and we’d browse and identify footage showing a real leopard moving, turning his head in such a way to provide a moment where it looks like he could be saying something.

What small details were added to ensure the naturalism?

Well, one example is that we developed the direct linear motion of the snake, Kaa, with Benjamin Jones (Character Designer at MPC). He was able to add it into the rig puppets, layering in details like wrinkles and tightening. Collisions were applied so that you could actually feel the snake's ‘sag,’ where he connected with the branches. We also had a gravity control for faces and bodies so that if a character was running, we were able to add the sense of gravity deforming the shapes of the skin in animation. We were able to achieve all of it in the rig puppet, without waiting for the stage that uses the complex puppet with the muscle system, jiggles, skin wrinkles and so on.

Can you tell us more about the process to help visualize the characters and the environments on set?

Glenn set up a motion capture system on set and also did realtime blue screen compositing, and the DD team who had been a big part of the previs provided the digital environments and playback. This way we could all see roughly what we were doing and how shots would compose. Not every setup used it, and handheld cameras were sometimes improvised on the spot and didn’t require these services… but most of the time it was part of daily life on the set.

https://www.artofvfx.com/the-jungle-book-adam-valdez-vfx-supervisor-mpc/

Production- the making of the film; pre-production and funding; shoot (format); post-production (SFX).

Distribution- the way the film gets to screens; distribution company.

Exhibition- the way we view; getting the film to a paying audience.

Circulation- the total number of copies of a magazine, newspaper, newsletter, film, etc...

Ownership


•JB16 was planned by Walt Disney Studios Chairman, Alan Horn, as one of a series of remakes of their classic properties: ‘Hollywood makes lots of films for kids, but
•Disney reboots are considered safe bets. They revive classic characters for a new generation of kids, and their parents may be especially willing to shell out for related merchandise.’

•Disney have leveraged the technology within the film to widen audience appeal and create spectacle during the marketing e.g. showing film teasers in 3 D



Production in 1967 and the technology used


The Jungle Book (hereafter JB) was released in 1967 by Walt Disney Productions. It was created at the Walt Disney Studios in California. 
Disney’s animation studio had been responsible for developing many of the techniques and ways of working that became standard practices of traditional cel animation,
Pioneered the use of the multiplane camera to create an early 3-D like effect.

Cell animation- the process of first drawing each frame of animation onto paper, then transferring these to transparent acetate sheets (cels, short for celluloid). Colour is then added on the reverse of the cel. Layers are built up to create dimensions
The cells are individually photographed onto film by a rostrum camera.

Multiplane camera- the multiplane camera was a special camera that helped record the movement of multiple layers of art work that would move past the camera at various speeds and distances.
the first vertical multiplane camera was invented in 1933 by UB Iwerks, former Walt Disney Studios animator and director. 
Disney used this approach to create a 3D like effect in several Jungle Book sequences. 

Production in 2016 and the technology used


The Jungle Book (2016), hereafter JB16, was produced by Walt Disney Pictures, directed and co-produced by Jon Favreau.
It was partly based on Disney’s original version but also drew more on Kipling’s original books, giving a rather darker tone.
‘The Jungle Book exists in a strange limbo-world between live action and animation. Favreau admits he has no idea which category it falls into: ‘I think it’s considered live action because people feel like they’re watching a live action film,’
All the animals and landscapes etc. were created on computers, mostly by the British digital effects house MPC.

All the animals and landscapes etc were created on computers, mostly by the British digital effects house MPC.
The animal characters were deliberately created with a realistic look, and not in a cute and cuddly cartoon-style as with the original animated Jungle Book film.

Blue screen technology-  in the film industry, green screen technology is known as 'chroma keying'. Actors and portions of sets are placed in front of a solid colour set or screen, typically green however in the case of The Jungle Book, it was blue. the coloured screen areas are then replaced digitally in post-production with additional backgrounds, textures, and even CGI characters like the many wild beasts in the Jungle Book. it was filmes against, blue coloured screens, so any on-set greenery would provide contrast.

Motion capture- the process or technique of recording patterns of movement digitally, especially the recording of an actor's movements for the purpose of animating a digital character in a film or video game.

Previsualization-



Distribution in the 2016 movie

Produced by Walt Disney Company
MPC- independent UK company contracted to do the complex 3 animation effects.

Distributed by Walt Disney Sudios Motion Pictures.

Exhibition in the UK by companies such as Odeon and Cineworld.

Circulation of the movie


Relevance to the Jungle-Book: Disney sell their films in digital format to exhibitors, they can also sell the film in the form of Blu Ray and DVD sales.
A key driver for Disney on the remake of the Jungle book was to engage with a new generation of audience using VFX.

The Disney organisation needed to create new content which could be made available for streaming  as well as the traditional channels of Video (DVD+Blu Ray and viewing on large screens – i-Max).

Essay

Compared to the production of the 1967, the 2016 version is one of the films that has used that much of adavnced technology. In order to make the 2016 production and version be so realistic and natural for the audience there has been a number of technology used such as Bluescreen, MPC, facial mapping, pre-visualization, motion capture, CGI and many more. Due to the advance, reformation and introduction of new technology this has helped to change the film into being very realistic and not a animation anymore. 

Firstly, one of the main technologies used is the blue screen which is quite interesting as the original technology used in most films is green screen. However the Jungle Book uses blue screen in order for any on-set greenery to provide contrast and be effective. This technique works by having actors or portions of sets being placed in front of a solid colour set or screen, typically green however in the case of The Jungle Book, it was blue. The coloured screen areas are then replaced digitally in post-production (the colour of the background from the images is removed and it replaced) with additional or new backgrounds, textures, and even CGI characters like the many animals in the Jungle Book. Usually the green screen is said to be more effective in shooting however blue screen has been choosed for the Jungle Book as blue screens are darker therefore they work best with low-light scenarios such as night screnes which is therefore more suitable and effective for the Jungle Book since most of the scenes are shot in the dark so all of the dark scene were shot using blue screen. 





Wednesday, 31 October 2018

Advertisig&Media (jungle book)- 31/10/2018

Advertising and Media (Jungle book)

Media text- this is any media product we wish to examine. Every description or representation of the world, fictional or otherwise, is an attempt to describe or define reality, and is in some way a construct of reality, a text.

Media language- it means the way in which a text is constructed to create meaning for a reader or viewer of the text. All media texts are constructed; someone has made decisions about how they should be constructed so that the form matches the content and with a particular audience in mind. Media language includes:

- mise en scene
- editing
- camera work
- sound 

Media representation- how the media portray events, issues, individuals and social groups. 


Media industries- how the media industries' proccesses of production, distribution and circulations affect the media forms and platforms.


Media audiences- how media forms target, reach and address audiences, how audiences interpret and respond to them and how members of audiences become producers themselves. 


MEDIA


L- language 

I- industry 
A- audience 
R- representation

Representation- Refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts. Such representations may be in speech or writing as well as still or moving pictures.


DIRECTOR- JOHN FAVROW


The 1967 jungle book film cover/poster is constructed in a very childish way which is a result of the colours used and how the animals have been used. Whereas, compared to the new film covers which are much more realistic. in the new covers, the colours used are more muted and unsaturated colours which make it realistic and in the 1967 the colours are very bright and saturated which portray to the audience that the life at the jungle is seen through ''rose tinted glass'' however that's not realistic as the jungle is a place of many dangers and challenges. However, the old cover uses the ''rose tinted glass'' view as the targeted audience is kids therefore they wanted to portray the ''jungle book'' as a very happy and positive movie, however the new covers portray the fact that the movie is now suitable for adults too as it is not that childish as the old cover. 

The new covers make the film look more serious therefore it is suitable for teenagers 15-16 whereas the old cover looks like it is made to show that the film is only suitable for kids. 

The new cover uses technology such as photoshop to make the cover and the mise en scene of the cover look much more realistic. 

Why the accent of britiish people is used for film villains

The british accent is preferred for film villains because it makes them appear less trustworthy, expert claims and can be used for deceiveing characters.

Alvaris theory
- pity
- exotic
- humorous

Character representation

- The character King Louie, who seems to some viewers to offer a racialized portrait of jazz culture that conflates (compares)“swingers” (presumably African American jazz musicians) with monkeys.
- Louie, the Monkey-People’s, orangutan ruler. Wants to learn how to make fire so that he can be like a man. This could easily be interpreted through a racial lens; the monkeys could be depictions of Africans wanting to learn how to be “civilized” equals of the white man.
- The representation is further reinforced through the use of African American accents (however) the role was played by an Italian American
- Social context: America was a segregated society during the 1960’s where Black people were actively fighting for Civil rights (equality)

Intertextuality is the shaping of a text's meaning by another text. It is the interconnection between similar or related works of literature that reflect and influence an audience's interpretation of the text. Intertextual figures include: allusion, quotation, calque, plagiarism, translation, pastiche and parody.

Imperialism
The characters which were friendly and nice were used in way of representing the Birtish whereas the unfriendly characters were representing the Indian and the indian culture. 

Accents and culture used 
In the 1967 movie the accents used were african-american accents however in the 2016 movie this was changed and the accents used were american therefore the representations avoids any association with black identity as the 2016's movie accents were american and gangster like accents.

The voice in the 2016 trailer and movie as a whole has changed in a more aggressive way which is represented by the way in which the characters talk in. For example when King Louie says ''humans are forbidden here'' which was said in a very high tone, aggressive and frightening way which is contrasted to the 1967 trailer as in the 1967 original production/version the voice and how the characters were talking was in a very calm and nice way. 

social context- accents , absence of female representation
cultural- race, accents

Comparing the 1967 and 2016 versions of Walt Disney`s Jungle book (posters and film trailers), using media language discuss how the representations of the characters have changed.
You will need to explore the changes in social and cultural contexts and impact of technology as [art of your essay]. 


To begin with there is a lot of differences of the media language used in the 1967 cover and the 2016 cover. There is also social as well as cultural differences which are very significant. 

Firstly, the 1967 jungle book film cover/poster is constructed in a very childish way which is a result of the colours used and how the animals have been used. Whereas, compared to the new film covers which are much more realistic. in the new covers, the colours used are more muted and unsaturated colours which make it realistic and in the 1967 the colours are very bright and saturated which portray to the audience that the life at the jungle is seen through ''rose tinted glass'' however that's not realistic as the jungle is a place of many dangers and challenges. However, the old cover uses the ''rose tinted glass'' view as the targeted audience is kids therefore they wanted to portray the ''jungle book'' as a very happy and positive movie, however the new covers portray the fact that the movie is now suitable for adults too as it is not that childish as the old cover. 
The new covers make the film look more serious therefore it is suitable for teenagers 15-16 whereas the old cover looks like it is made to show that the film is only suitable for kids. 
The new cover uses technology such as photoshop to make the cover and the mise en scene of the cover look much more realistic. 


Secondly, the representation of the characters has changed significantly. For example, the representtion of the snake Kaa which is played by Scarlett Johanson has changed through the time preiods of the 1967's cover and 2016's. In the 2016`s trailer Kaa, which is a female character is seen as a much more frightening character than it was in its representation in the 1967's trailer. 
Compared to its 1967 animated classic in 2016, Kaa is represented as an enormous snake who tries to eat the man-cub Mowgli and is as well a supporting antagonist. 
In Jon Favreau’s new adaptation, Kaa is a temptress, luring Mowgli (Neel Sethi) with knowledge and the promise of protection. 
The audience first hears Kaa before seeing her.   It’s vaguely menacing. Her voice is very affectionate as well as luring therefore that's why it was choosen to lure Mowgli into the trap, by using Johansson's voice (Kaa). Whereas, firstly in the 1967`s trailer, the snake is a male character therefore turning in into a female character for the 2016`s trailer is because there has been an absence of female characters which has been recognised by most of the audience. Therefore this was the solution to this problem, so the primarily male cast was balanced out by adding female characters. 

In the trailer of 1967, the snake was much more animted and looked inherently sillier therefore it did not represent danger. However in 2016, the size of the Kaa has changed significantly which is the main reason to make Kaa look so terifying and dangerous, as well as because of her luring voice which is very suspicious and it`s the new tool in order to hyptonize which is its main aim.

Although Kaa has been an integral part of all of the previous adaptations of The Jungle Book, the character has undergone modifications in the past. Originally in Kipling's book, Kaa was depicted as an aide or mentor to Mowgli. In the film adaptations, however, possibly owing to a Western prejudice against snakes, Kaa became an antagonist. This consideration of snakes as vile and conniving largely stems from the Biblical story of Adam and Eve. In the story, Satan takes up the form of a serpent in order to trick Eve into eating the apple from the knowledge tree in the Garden of Eve. The subsequent downfall of the paradise has given rise to the association of dangerous, seductive and morally impure women with snakes. 
As we know that Kaa is best known for her infamous attempts to kill Mowgli using his villainous powers of hypnotism and constriction. Central to Kaa's treacherous villainy is his alluring personality, cool composure, and seductive voice. Luring his prey, he attempts to entrance Mowgli before going in for the kill.In reimagining Kaa as female, Disney seems to be highlighting the snake's seductive qualities. Choosing Scarlett Johansson, who is known as something of a sex symbol, is presumably an attempt to add a sultry dimension to the snake's already alluring persona. Johansson herself said on Disney's website, “Kaa seduces and entraps Mowgli with her storytelling. She’s the mirror into Mowgli’s past. The way she moves is very alluring, almost coquettish.” Kaa is more of a multi-layered, complex character than an entirely evil one, explains director Jon Favreau.
But by making a sinister character female (and even more intimidating than ever), Disney may open itself to the criticism that it plays on a harmful subconscious association between female sexuality and evil intentions.
As said, Riksha was the only other female character which was used in order to balance out the female and male cast. However, Lupita's Raksha was the matriarch of Mowgli's wolf family, and a maternal figure who sacrifices for her brood. Therefore these two female portrayals in the male ensemble, then, are in firm opposition to one another. In this way, the film reinforces a stereotypical dichotomy: women can either be conniving seductresses or pure maternal figures.

As a result, despite the ethnically diverse cast, there is no actual diversity within Favreau’s version because there are no actual identities.
However what we can clearly see is that in 1967 movie the accents used were african-american accents however in the 2016 movie this was changed and the accents used were american therefore the representations avoids any association with black identity as the 2016's movie accents were american and more gangster like accents. 

In the 1967 movie the accents used were african-american accents however in the 2016 movie this was changed and the accents used were american therefore the representations avoids any association with black identity as the 2016's movie accents were american and gangster like accents.

The voice in the 2016 trailer and movie as a whole has changed in a more aggressive way which is represented by the way in which the characters talk in. For example when King Louie says ''humans are forbidden here'' which was said in a very high tone, aggressive and frightening way which is contrasted to the 1967 trailer as in the 1967 original production/version the voice and how the characters were talking was in a very calm and nice way. 

Part b
Discuss how these films were marketed and the value earned by the company. Using media language discuss the effects of technology on targeting an older audience in the 2016 version.

Marketing of the Jungle book film 

- Sean Bailey, president of production for Disney, called JB16 ‘one of the most technologically advanced movies ever made’.

- The world premier, like a red carpet

- Poster

- Games

- Snapchat 

- Bloggers

- Celebrity endorsement

- Social media was used with largely, facebook, twitter, instagram campaign along with youtube and viral marketing campaigns. 

- Social media adverts

•Do Something Remarkable – The Publicity Stunt
•Pre-Roll Video Advertising
•Be Smart With Press Events
• Let your viewers experience the story
•Video Marketing
• Create a visually compelling & functional sub-site
• Make your Facebook Page Interactive
• Use social competitions & quizzes
• Using Celebrity & Brand Partnerships
•Using Memes & Other Forms of UGC






The Jungle book firstly produced in the 1967 was the most successful movie of all times ever. It had massive success and even today, it is more successful and famous than the new 2016 release. This could have been because it is older and more people have watched it and due to its marketing and advertising too. For the new 2016 release, there has been a lot of modern and advanced technology used such as Photoshop and graphic programmes. 

The total budget for the film was $4,000,000 however it grossed $141,843,612 and it was produced in the USA. it was shown in many other countries such as the UK, Germany and Sweden however it was most popular at the country it was made in- USA. It was estimated to be the 29th highest grossing film of all time in the USA.

The production of the Jungle Book (1967) did not use much marketing, other than adverts, posters and cinema sign as a result of the lack in the technology in these times, unlike nowadays where the technology is much more advanced. In the 1967's there was not a lot of competition especially in the animation industry which helped to make it such as popular movie. 
In comparison, the 2016 movie was marketed much more. It used the social media websites such as Facebook, instagram and twitter to make fan pages. Moreover, the production company hel a fan event where sneak peeks were spread and some of the actors were introduced too, where they also held many teaser trailers to make the fans excited and interested in order for them to watch the film. The Disney parks got involved too in marketing the film as they had sand models of characters from the film in ''Animal Kingdom' (one of the Disney theme parks). This lead to the release of pictures on social media which made it more and more popular and known as social media is used by nearly everyone nowadays. 

Re-visualizing every shot in the movie to create a roadmap:  MPC used a combination of digital filmmaking, motion-capture, and video-game production tools to allow the filmmakers to view in real-time virtual sets and elements to be composited later. Next, they filmed a single human actor, Neel Sethi, who plays Mowgli, in native stereoscopic 3-D on a series of sets, pieces of sets, and on green-screen and motion-capture stages.  The ultimate goal was to combine his image and movement seamlessly with sophisticated, photo-real, character animation and background animated elements producing what eventually evolved into a stunningly photo-real "animated" movie. This explains some of the technology used for the production of the movie.

The atmosphere and mise en scene were drastically changed for the new production of the 2016 movie. Compared to the 1967 movie, where the movie was basically an animation with childish representations of the characters and voices who were very humorous and calm the 2016's production was a much more serious version of the original film. The aspects which were changed were the mise en scene, colours used and the voice of characters. 

Firstly, the colours used changed into more darker, unsaturated colours which created a duller and more sinister mise en scene that was effective as it attracted more people to watch it and especially men. Furthermore, most shots that are seen in the 2016 trailer are of dull and dark places which build up tension and make the atmosphere and mise en scene look more mysterious and frightening too. The main colour used are dark green and black. Black is classified as a mysterious colour and is used in order to hide and cover something which imploies that there is a barrier which links to the Jungle Book movie a s there is a barrier in the jungle where humans are in reality forbidden however Mowgli is still there. Also, it connotes fear and evil which is also created by the places of where the shots are taken which conveys pesimism and a lack of hope in the atmosphere. This can link to the fact that there is no hope for Mowgli to survive in the jungle however this can only be proven right or wrong once watched the movie. The black is a powerful, strong and sophisticated colour which symbolises the characters of the jungle book especially Shere Khan as he is a powerful and dominant character who is ruling the jungle and everyone obeys him. 
Whereas the dark green colour is used to portray the dangerous nature which the jungle consists of and also has connotations of jealousy. However, on the other hand is evokes the feeling of peacefullness. The fact that the green colour is used to create the sense of peacefulness suggests that it portrays the other side of the jungle, the peaceful and calm side of it. The two colours: black and green are both used in order to portray the two contrasting sides of the jungle. The dark, sinister and dangerous side of the jungle and its 
peaceful and calm side.