L04 Task 5 - Ethical, legal and regulatory issues [Notes & WriteUp]

Ethical Issues => Representations i.e Gender, Age
Legal => Copyright (music/soundtrack), Certifiation (age rating); BBFC [British Board of Film Classification], also comes under regulation. UK has higher certificate for violence compared to America, however opposite for sex in same countries.
ASA -> Advertising Standards Authority


Active audience => Links to users and gratifications. (form of pleasure)
Passive audience => "Copycats"

a) The product's impage and effect on the audience
=: 1) passive -> hypodermic syringe (Theodo Adorno, 1930's) - media has a negative impact. Mass audience believe everything they see/hear.
\ issues about violence
\ isues about representation
\ passive may try and re-inact the above \

=: 2) active

positive impact/role model
we are able to filter and adapt to content in media (Gauntlett). We have uss and gratifications thory - people use media for their own purposes.

b) relevant issues of representation
c) relevant legal and/or ethical issues
d) role of relevant regulatory bodies


Active and passive task:
1.) Explain what the hypodermic syringe theory (Theodor Adorno 1930) is about.
2.) Define what a active audience is.
3.) Define what a passive audience is.
4.) Give two examples of how your film could have negative impacts on the audience.
5.) Give two examples of how your film could have positive impacts onthe audience (role model coluld be one example).

b) Representation.

Who is being represented?
All representations are mediated -> Done on purpose (Hall, 1980)

Is there use of stereotypes/ countertypes (Perkins 1979). Not all stereotypes are false.

Representation of women - are they objectified (Mulvey 1975). Representations of men (Earp and Katz, 1999) - `equation of masculinity with pathological control and violence.` <-- men being dominant. COMPLETE OPPOSITE IN FILM

Alvardo (1987) = ethnicity 'exotic, dangerous, humorous, pitied'.

representation questions

1) What does representation mean (Stuart Hall 'Mediation' 1980)
2) Explain Tessa Perkins (1979) theory about stereotypes
3) Give examples of your film of 1 positive, 1 negative stereotype in your film, and the effect on the audience.
4) Are there any countertypes in your film?


c) Legal and Ethical

- Legal - Copyright infringement? - main worry in film industry is illegal downloads? 

Copyright infringement - using content that you don't have the rights/permission to use.

To prevent copyright infringement, permissions are created. -> Can lead to being sued or legal prosecution for `stealing`. 

- Ethical - offensive material? Sensationalism? Censorship - has the film been censored?

-- offensive material: racism, sexual content, strong langauge, violence, drugs. }link to passive audience. Age also. 

-- Sensationalism -> treating something bad as good. (e.g sex in James Bond movies).

-- Censorship -> Removing or changing content that is deemed in-appropriate based on the content in the film. 

QUESTIONS FOR C_

1. Define what copyright infringement is.

2. Give 2 examples of things that the film would need to get permission for.

3. Is there any offensive material in your film like sex/drugs/violence/language etc). Link to the BBFC age certificate of your film. 

d) Regulatory Bodies

Questions-:

BBFC:

1. Who are they? http://www.bbfc.co.uk/
2. What is the age range of your film?
3. Did the age range get changed at any time?
4. Is it different to US? Why?
5. How does the film keep to the BBFC guidelines it has set for the film?

ASA:

1. Who are they? http://www.cap.org.uk/Advertising-Codes.aspx
2. Which CAP codes regulate print material?
3. Show the codes on your vlog – how does the marketing in a poster for your film  adhere to rules set?

ASA -: