-MEDIA STUDIES-: April 2012

4) How did you attract/address your target audience?

I displayed my film "Drama Queens" on the social networking website Facebook, and asked my target audience for feedback, that is, to describe what they found most attractive in the film. This, hence, displays the use of the codes and conventions of chick flicks, and how they have been used in my film to attract my target audience. This is a compilation of their feedback.

Anum Sohail: Female. 17. Living in Pakistan.
Cookie Niazi: Male. 16. Living in Pakistan.
Saman Imtiaz: Female. 18. Living in Pakistan.
Komal Tahir: Female. 17. Living in Pakistan.
Gul Butt: Female. 15. Living in Pakistan.
Summaiya Yasin: Female. 18. Living in Pakistan.
Hina Butt: Female. 24. Living in Pakistan.
Ayesha Baber: Female. 18. Living in Pakistan.
Mahrukh Azhar: Female. 17. Living in Ireland.
Uzma Mudassir Butt: Female. 24. Living in Pakistan.
Ujala Hayat: Female. 17. Living in Pakistan. Originally from U.S.A.

In my research, I had discovered that the romantic-comedy genre was most demanded by the target audience, that is, the female audience. My research also stated that the male audience preferred this genre as an alternate to their genre of choice (action, horror), which means that a small portion of the male audience along with a larger portion of the female audience would watch a film of this genre. The story is instantly attractive to my target audience, as it is based on Pakistani character. The local Pakistani audience would want to watch this film because it has the culture and traditions that they are familiar with. The characters will go through problems that the audience can relate to, which is why they will find it amusing and entertaining at the same time. They will also be familiar with the behavior and actions of the character which is why they will want to watch what happens in the film. Other than that, the global audience would find this movie interesting as it will introduce a culture to them that they are not entirely familiar with. This will seem inventive and new to them, being fresh and interesting at the same time. The global audience may not have been as attracted to it without the cultural aspect. Secondly, the characters in the film are 17 years old. This age group usually goes through problems of social acceptance and complexities, which is why the audience of teenagers would be very interested in seeing how the characters face the similar problems that the audience faces them self. A few elements have also been added to attract only the female audience. For example, both the lead characters are female. Secondly, the set and props used are specifically to seem pleasing to females. This includes: pink painted bedroom walls, trendy clothes worn by the characters, bright lighting, bubbly music, stuffed toys in the bedroom, etc. Also, the characters have been made to do exactly what ordinary girls do, for example, straightening their hair, picking out clothes, dressing up, etc.

7.) What do you feel you have learnt in the progression from creating the preliminary task, to creating your media product?

The development from the first preliminary task to my final film has been massive. My skills and techniques in film making have improved a lot, seeing the difference in quality from my preliminary task. In my first task, I had, without realizing it, broken the very important 180 degrees rule, in which both my characters were looking in the same direction. I have learned to avoid such crucial errors, and have learned how to handle the camera much better.

I have taken comparatively bolder shots in my final film, keeping all the rules in mind. I made sure the match-on-action was not inaccurate, like in the scene when Hani is stepping out of the rickshaw. The camera work has also improved in this way that in the preliminary, the camera was hand-held; making the footage very shaky and irritating. I used a tripod stand in most of the shots in the final film, but even the shots that were done hand-held (e.g. the scene when Sarah pulls away her clothes in the cupboard, the shot taken inside Sarah’s car when she was driving or the shot taken inside the rickshaw when Hani sees her self in the reflection of the mirror.)

One other huge change is that I have learned to do editing myself. I had no clue as to how editing was done in the preliminary task, as my at that time, my former partner did the editing. I have grasped the concept of editing very well and have done very tight and precise editing in my final film.

Also, the lighting has also improved from the first film. In the beginning, I was not aware of the sensitivity of the camera lens or the rule of white-balance, which is why the lighting seems much more professional than it did in the preliminary.

6.) What have you learnt about technologies from the process of constructing your media product?

2) How does your media product represent particular social groups?

1) In what ways does your media product use, develop or challenge forms and conventions of existing media product?

.Since my film is of the romantic comedy (or ‘Chick Flick’) genre, it can be compared to several films. For example, ‘Mean Girls’, ‘A Cinderella Story’, ‘Wild Child’, ‘The Prince & Me’, ‘The Sisterhood of the travelling pants’ and etc. The thing similar in all these films is that they have been made to please the female audience, that is, they include everything that a female would be interested in. Hence, the codes and conventions that are followed in the chick flick genre are:
a) The Mis-en-sene used in the film will depict everything as very fresh, bubbly and girly. Every object in the film will be very cute, pretty and glamorous. For example, when showing a girl’s bedroom, the room must have brightly painted walls, with stuffed animals lying here and there, fur carpets, pictures hanging on the walls, etc. Such similarities can be seen in my film “Drama Queens” and the hit film “Mean Girls”.

(Mean Girls)

(Drama Queens)

The Props used in chick flicks will also represent the tastes and interest of the female audience. Such props can include objects that are used by girls on a day-to-day basis (to help the audience relate to the characters in the film) or objects that are desired by the audience (to make them take more interest in the characters). Such props can include photographs, magazines, cell phones, make-up, etc.

(Drama Queens)

(Mean Girls)

(Drama Queens)

(A Cinderella Story)

An excessive use of Colours like pink and red will be clearly visible, as these are the colours mostly preferred by young girls. These colours can be seen in any part of the film, be it rooms, clothes or accessories. The kind of clothes worn by the characters will always be very trendy and up-to-date with all the latest fashion trends. The clothes may also usually be pink.

(Drama Queens)

(Mean Girls)

If the main characters in the film are two (or more) friends, shots of their photographs together will always be used, to show the relationship between the friends. This is done to make the characters more believable and to make the audience relate to them.

(Bride Wars)

(Drama Queens)

When showing characters of different groups or characteristics, the objects they use play a huge role in adding a realistic touch to the story. The rich girl will be shown as having a bigger house than the not-so wealthy girl; the smart girl will be shown as less fashionable compared to the Prom Queen, and etc. In my film, the case is the same.

(Drama Queens)

(Mean Girls)

b) The Characters shown in the film will always be young girls, mostly teenagers. This is so because the target audience of the chick flick genre is the teenaged age group of the female audience. The characters can only be relatable to the female audience if they are female as well. Therefore, the characters will have stories that the audience will enjoy. Usually, the characters go to school and have all female friends. The relationship between these friends is given a lot of attention, showing scenes, in which the friends do each other’s make-overs, go shopping together and discuss each other’s problems, as any ordinary group of friends would. Such is similar in my film, when showing the relationship between Hani and Sarah.

(Sisterhood of the travelling pants)

(Drama Queens)

(Aquamarine)

c) The Actions and Activities of the characters in the film are very similar to the actions and activities taking place in the everyday routines of ordinary girls. The characters are made very real-to-life, showing them doing things like brushing their hair, doing make-up, dressing up, etc. Since it is not an action or drama film, the events taking place in the story do not include bold and dramatic scenes. The actions taking place will be very light-hearted and easy to watch, creating a happy mood.

(The Perfect man)

(Drama Queens)

(The Devil Wears Prada)

(Drama Queens)

(Sisterhood of the travelling pants)

(Drama Queens)

d) The Plot will revolve around the problems that the protagonist faces. The story will be fun and light-hearted, and often having a touch of humour. Sometimes the plot revolves around how the teenager uses lies to fit in with the 'popular' crowd, where they start to lose their sense of self, pretending to be something they're not.(similar to the plot in my film and in the film “Camp Rock”)
The plot will talk about ordinary problems that any teenager faces, for example, being socially accepted, finding their true sense of self, rebellion against parents, learning to grow up, discovering first love, getting the urge to break rules, etc. In the end, the protagonist overcome their fears, faces their problems and will learn to do the right thing. Good will always overcome bad, and the film will always have a happy ending.

(“Camp Rock”)

(Drama Queens)

e) As the film is centered on female characters, the Music used in the film will also usually include female vocals. Other than that, the background music is very cheerful, fast-paced and fun, mostly using the pop-rock genre of music as that is preferred by the majority of teenagers. Such music is used to create a sense of youth and excitement, also creating a fresh and bubbly atmosphere. It would be the kind of music that the audience would want to listen to regularly. The tune “Going Gone” that is used in my film (composed by Gary Philips at freeplaymusic.com) is an upbeat, happy, light and modern tune with pop influences using the instruments: guitar, base and drums, having a med-fast tempo. Similar music has been used in films like “The Perfect Man” and “Raise your voice”; including songs by the pop star Hilary Duff.

f) The Title of my film has also been made according the female audience. Once again, depicting the image of fun, bubbly, and bright youth, but, being very girly at the same time (as the colour pink and loopy handwriting is always associated with females).

The title of my film also appears on top of a moving image, similar to most chick flicks like “Bride Wars” and “Wild Child”.

g) The editing used in chick flicks is usually very fast in the beginning, and then very mid-tempo throughout. A lot of parallel editing is often used in chick flicks, especially when showing comparison between two characters. My film uses parallel editing to show the comparison between Hani and Sarah, the rich girl and the poor girl. Such is also similar in the film “The Devil wears Prada”, in which a comparison between fashionable girls and the unglamorous girl is made. The editing is also very tight and precise in chick flicks, hardly ever needing the use of flashbacks or jump cut editing.

(Drama Queens)

(The Devil wears Prada)

h) The use of Culture is a big part of my film. Since the character of Hani is shown as belonging to a conservative family, the behavior and actions of the family will be different compared to Sarah’s family, which is rich, elite and modern. Conservative families are shown as being somewhat religious; therefore, Hani’s clothing will show a touch of tradition and culture. Since she cannot afford her own car, she uses public transport like Rickshaws, which can not be seen in the West. The element of mixing two cultures is similar to that of the film “Bend it like Bekham” in which Indian culture mixes with the British culture.