An article that caught my attention in the Media Magazine's Spring 2017 edition was a piece that analysed the film 'I, Daniel Blake. Released in 2016, the film promotes socialist ideas and has sparked much political controversy. After reading the article I learned how the producer, Ken Loach, made the decision to use guerrilla 'below the line' marketing strategies (a tactic often associated with activism) since he hoped his audience would be left with a 'sense of outrage’. This included 'clean graffiti' and light projections of the film's title on the Houses of Parliament. The audience interaction with the film relates to my studies on audiences and Stuart Hall's reception theory. While the socialist messages were accepted by most as the preferred dominant reading and a desired feeling of outrage was reached, others on the political spectrum had oppositional readings, with right wing journalists in the Daily Mail criticising it as ‘romanticis[ing] benefits’. The article could further be applied to the News Industry topic: the distributors (eOne) chose to partner with Trinity Mirror Group newspaper rather than an expected broadsheet (that'd have a cineliterate middle class demographic) since the film's socialist messages aligned the newspaper's brand image who desired the value transference that'd appeal to the paper's working class demographic (who are socially and culturally conscious and want to change things for the better.)
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