This is a presentation containing 4 responses to the evaluation questions.

1. MEDIA STUDIES AS
EVALUATION
Mohamed Bushra

2. AS Media Studies Resubmission
I’m resubmitting my AS coursework because I can achieve a higher grade than last year,
this is because I can now link all my research and planning to my final film, . For
example, last year I didn’t evaluate my research and stated how it links to my film when
it came to planning.

3. Q2) HOW DOES YOUR MEDIA
PRODUCT REPRESENT PARTICULAR
SOCIAL GROUPS?
Mohamed Bushra

4.  Our film product represents particular social groups in our society which are
teenagers and young adults, in particular males as they’re more likely to
perform foolish actions. From our film it could be deduced that this social group
are more likely to enjoy this genre as they’re the part of society that are more
laid back about some morals action such as not throwing litter in the bin and
leave it lying around.
 My audience of teenagers and young adults will be attracted to our film
because it is representative of young people and their stubbornness. This film
will communicate part of realism through some of the issues that we slightly
touched in this project e.g. how adults take every action of a teenager very
seriously. Furthermore, the one of character in the film that is causing a
‘problem’ is wearing casual clothing such as sneakers, denim shirts and always
walking with a backpack and this helps to represent the social group that we
are targeting.

5.  But you can also see that the cops in the scene are wearing smart clothes but
they’re not in a full suit, this represents the current ‘young adults’ social group
as most of the time you see them only wear smart shoes, trousers, tie and a
shirt without a blazer. The language used by the characters also reveals for
which social group it is aimed, our film didn’t contain swear words but some
slang that other social groups might not understand e.g. the elderly.
 This film and its genre relate to many teenagers and young adults across the
UK and the world as comedy is an escape from real life and the problems they
face. They want to be amused once in a while especially by going out.

6. Q3) WHAT KIND OF MEDIA
INSTITUTION MIGHT DISTRIBUTE
YOUR MEDIA PRODUCT AND WHY?
Mohamed Bushra

7. What does a media institution
do?
 A media institution produces films. These organisations sometimes fund the
films, this is usually happens if the organisation is a conglomerate. The media
organisation we use is called ‘ZKMC Production’ and the logo was in the
opening of our film.

8.  Our media institution is
called ‘ZKMC
Production’. The name
was created by taking
the first letter of our
names.

9.  As our film is action-comedy which is produced from a small budget and
contains amateurs actors I think the kind of media institution that might
distribute our film would be ‘Channel 4 &5’, ‘Film 4’ and ‘ITV’ as the social group
(C2-DE) we are targeting watch these channels. This is because it would help
us advertise our film product so that the general audience would know about it
and in this way we can attract a greater audience.
 Another reason for choosing these popular media firms is that when it comes to
the distribution of our film we know that they have plenty of experience and so
know the best ways to get to the targeted audience. When a big media
institution is involved in a film then the audience will know that the film is good
or it wouldn’t have got so much support from these firms and therefore our
product would be seen as a highly rated film.
 We also chose these firms as they are large media institutions that are based in
the UK where our film is produced and would interests British teenagers and
young adults.

10. Q4) WHO WOULD BE THE MEDIA
AUDIENCE FOR YOUR MEDIA
PRODUCT?
Mohamed Bushra

11.  Our final product has a target audience of teenagers and young adults. This
targeted audience can identify with some of the characters in the film
because of the dialogue which is a big part of characterisation, the characters
use plain English and a bit of slang and when looking at films which have
these elements in common you will find that we have the same target
audience.
 To understand the audience and what types of movies they’re attracted to we
used the experience and opinion of our own classmates, friends other pupils
in school who are fairly young, this was done by the creation of a survey and
questionnaire.

14.  From the survey and questionnaire it was clear that the majority of the audience
would be attracted to comedy, while the minority which weren’t far behind
favoured an action film. The certain age range of the audience was between
12-25 years but also 25+ years.
 When looking at my target audience and how comedy is currently targeted at
teenagers and young adults. This is because these social groups at this time
watch lots of movies and go out with friends for entertainment as they have lots
of leisure time and can spent money, that is why we have targeted the social
class C2-De. At the moment there are films in production and haven’t been
released yet that share the same target audience as our film e.g. ’22 Jump
street’ and it’s age certificate is 15 which indicates of it having a young teenage
audience.

15. Q5) HOW DID YOU ATTRACT/
ADDRESS YOUR AUDIENCE?
Mohamed Bushra

16.  We attracted our audience by making sure that they can identify with the
characters and the location used. This was done by the research of film
conventions and what they had in common that attracted the audience.
After that we applied as many successful conventions from our research to
our film, in order for the audience to get what they expect from a typical
comedy film that will contain humour, foolish actions by the characters,
funny punch lines and etc. We gave the audience this by the techniques
used when one of the characters doesn’t see an obstacle and hits his head
we used sound effects to enhance the sound and we usually laugh when a
person is hurt.
 The title of our film ‘Useless in Uniform’ gives the audience a slight clue of
what our film is going to be about, but uniform can mean any professional
job so the audience doesn’t totally know and this keeps them excited about
what the film is going be about

17.  Our film will work and attract its target audience in a wide of range of ways;
through the dialogue of the characters (funny lines), mise-en-scene and
editing techniques used as well as the choices made when selecting the
soundtrack during the opening credits. The soundtrack has an upbeat
tempo which basically represents teenagers and young adults and their
association with it, this means that the film will engage them while watching
as it entertains them, takes some of the problems of their mind and enjoy it
with friends or family.
 I also thought that we could have attracted our audience by creating a viral
which can be distributed on mobile phones, social networking sites and etc.
This is because teenagers like to be involved in the latest internet viral and
know everything about it, if one person knows about then his circle of
friends will also know and this will then help our video attract our targeted
audience.