A Level Media Studies: Global Reach Essay Plans for All Texts Studied So Far

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 Plan a global reach/appeal question for all texts studied so far.

Breaking Bad: global appeal - they embraced and encourages user-created content through setting up a Tumblr to allow fans to post art. It has a vibrant presence across platforms: television, website, social media, podcasts, character perspective blogs, videos, iBooks, email marketing and more. They connect with users in more personal ways and through doing so, learn what works best. Breaking Bad has multi-screen viewing so people can watch it anywhere and participate in exclusive content. The show’s availability on Netflix – allows viewers all over the world to watch shows almost immediately after they air. Global reach/appeal is major because of the amount of channels of distribution and how they attract and embrace user generation content. Having such strong audience engagement means it will automatically become global because it will be a talking point for people.

Lynx Excite: global appeal - Using Lynx's 170,000 Facebook fans to boost the campaign. It used celebrity endorsement - Kelly Brook – in their interactive game. The marketing budget was £8 million. Rubicam and Young – aspirer and mainstreamer. Tulls Marshall Warren did a social media campaign with an interactive video experience. This was streamed on YouTube and used Facebook data to personalise it. This was followed by the augmented reality billboard promotion at London and Birmingham. Global reach/appeal is there but it is not great. There are links to places other than the UK (i.e. with the stereotypical European town in their advert) but most of it links back to a British audience. The reach with their Facebook fans is what makes them stand out and effective use of social media (streaming on YouTube) as this can be easily accessed by anyone, anywhere which makes the brand campaign become more global.

Jaguar F-Type: global appeal – supports a classic British heritage and this is obvious throughout the campaign. They play on the idea of Hollywood’s portrayal of the classic English villain. ‘It’s Good To Be Bad’, Jaguar’s campaign positions the brand as classic, sporty, elegant, and a bit evil. Renowned actors like Sir Ben Kingsley, Tom Hiddleston and Mark Strong have global appeal as they work as a means of star theory – people recognise them from other films. The global nature of the campaign hinges on the Super Bowl ad; excessive reach of people which sparked their social mentions and YouTube traffic (example: 7.5 million views of Rendezvous in five days). The national exposure and social engagement from the Super Bowl broadcast is undeniable. It is global in the sense it was successfully exported abroad however does it reach markets that aren’t the USA? A lot of the in-jokes require a Western understanding of Hollywood and culture which limits accessibility to elsewhere.

Gravity: global appeal - Mostly global film. Specifically in Western countries. Star theory of Clooney and Bullock – USA actors. Space is universal, NASA global organisation (mostly USA though). Showed at Venice film festival, chance for global critics to review. Westernised culture in the film might alienate eastern people. Accumulated $500 million globally. Languages used in the DVD give indication also. Used quite a lot of social media in comparison to other films that were released. Actors participated in interviews which could be shared online to increase hype. Trailers released on YouTube allows people to share quickly and more accessible. Used social media as tool to reach the audience. Look up social media profiles to see what they did.

The World’s End: global appeal – The cast is an all star ‘British’ cast – Simon Pegg, Nick Frost, Martin Freeman, Paddy Considine, Eddie Marsan, Rosamund Pike. Simon Pegg perhaps has the most global appeal due to the success of his acting in the USA. Themes focus largely on uniquely British concerns: pubs, lad culture, British nightlife, loss of British identity, loss of the high street, American influence etc. More global in the fact it is also about growing old and the disappointment of that as it is a more universal theme that isn’t limited to a certain culture. A niche product globally and a mass market product nationally.

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