Starter what is synergy?

The basic concept of Synergy can be

explained through this formula:
1+1=3
Synergy means working together. Different
entities cooperate advantageously. The whole
is greater than the sum of its parts.
Synergy often occurs across media
platforms.

Example

Vertical integration and conglomerates

Vertical Integration
Vertical Integration is an arrangement where a larger
company (a conglomerate) owns several other companies
at different stages of the production or the supply chain.

Production

Distribution (including marketing)

Exhibition / publication / broadcast

Task
Using this understanding, think of an
example of a movie or TV text that has
taken advantage of synergy and/or
vertical integration.
Hint: This might help you decide on your
case study texts.

The cross media study

In the exam..
The first part of the exam will be based around
an unseen text and there are four questions.
The second part of the exam is one essay style
question about an area you have researched. It
is worth 32 marks.
We will be researching broadcast/film fiction
products and you will be doing an individual
cross media study.

What the syllabus says

Broadcast or Film fiction: candidates should
investigate how (audio-visual) broadcast or Film
Fiction is presented across the media, primarily
in broadcasting and cinema platforms, but also
in newspapers and magazines, the internet and
portable electronic devices. They should study
the production and reception of broadcast or film
fiction products including the ways in which
audiences may select, consume and respond to
broadcast or Film fiction and its coverage.

The Platforms
The media texts in some topics may
appear largely on one of the three
media platforms.
Nevertheless, candidates are required
to examine the presence, production
and reception of texts within their
chosen topic area across the three
media platforms.

The Key Concepts

The texts within the cross media topics
should be examined by applying the
knowledge and understanding gained
through the study of the media concepts.
These include:
Media language, audience, institution,
representation, genre, ideology and
narrative

Media Terminology
Candidates will be expected to use
appropriate media terminology in their
responses to the examination questions
Remember there is a glossary in the
shared area.

Typical exam questions

Consider how much control audiences have in relation to
their use of media products
How far does the platform on which they are consumed
determine the construction of media products in your
cross-media study?
Explore how representations are constructed in media
products from your cross-media study.
Intertextuality describes the way in which media
products make reference to other media products that
producers assume audiences will recognise. Identify the
ways intertextuality is used in your cross-media study.
Evaluate how new technologies have been used in the
products in your cross-media study.

What you need to do

Choose two contemporary (within five
years) films or television programmes.
Once you have chosen your texts you need
to find for each one:
An accompanying e-media text (official
website?)
An accompanying print text (posters,
billboards, newspaper/magazine reviews)

Example

Why sci-fi / fantasy / comic book genres?

Looking at current movie trends...

"Why now? Why are comic books so prevalent? Why are these movies doing so well? In some ways,
weve become a genre that you can do well now given the world of computers and perhaps its also just
a time in the sun. You went to the movies in the 50s and 60s you went to a western. So at this
point, youre going to a superhero movie. Its taking over that same black hat, white hat myth-making
surface."
Christopher Markus and Stephen McFeely are a duo of American screenwriters and
producers. They are known as the screenwriters of
The Chronicles of Narnia film franchise, as well as for their work in the
Marvel Cinematic Universe, having written the three Captain America films (The First Avenger,
The Winter Soldier, and Civil War) and Thor: The Dark World, and created the Agent Carter TV series.

Arguably the sci-fi / fantasy / comic book genres will provide you with this range.
They are current and contemporary for a reason.
They are successful and mainstream for a reason.
They are massive, marketing machines for a reason.

Suggested texts
Films
Star Wars The Force Awakens / The Hunger Games Mockingjay Part 2
Guardians of The Galaxy / Deadpool
The Hobbit
Batman vs Superman / Captain America: Civil War / X Men Days of Future Past
Spectre / Skyfall
Frozen / Lego Movie
Jurassic World / The Martian
Wolf of Wall Street / Creed
TV Shows
Homeland / Breaking Bad / Dexter / The Walking Dead / Game of Thrones
Jessica Jones / Agent Carter / Agent of Shield / Gotham / Daredevil
Supergirl / The Flash / Arrow / Supernatural
House of Cards / Orange New Black / Better Call Saul / Mr Robot
Empire / American Horror Story / Once Upon a Time / The 100 / Pretty Little Liars
Doctor Who / Sherlock / Elementary / Luther / Black Mirror / The X Files / Suits / 24:
Live Another Day

Go to:
Arts media year 12 case study
Complete the document: My case
study and email it to me.

Step 1 - synergy
Like you did in yesterdays lesson with
examples, explain how synergy is used in
your case study.
Product 1:
Product 2:

Deadpool
21st Century Fox (Conglomerate)
Marvel
Entertainment
owned by Disney
but has a licensing
agreement with
21st Century Fox

20th Century Fox

(Distributed Deadpool)

Vertical
Integration

MSG
Entertainment
owned by 21st
Century Fox

Kinberg Gene has a

first look deal with 21st
Century Fox

(Produced Deadpool)

Deadpool and Synergy

Mentions of
X Men within
Deadpool

Viral
marketing
ten days of
deadpool

Deadpool
section of
the website
can buy the
DVD through
the site.

Deadpool
DVD release

Produce and
distribute all
X-Men films

20th Century
Fox Youtube
channel

Official 20th
century Fox
website

20th Century
Fox Home
Entertainment
Subsidiary

20th Century
Fox

20th Century
Fox

20th Century
Fox

20th Century
Fox

Subsidiary

Subsidiary

Subsidiary

Subsidiary

21st Century
Fox

21st Century
Fox

21st Century
Fox

21st Century
Fox

Example question - Synergy

How is synergy used in your case
study?
PEEL-

One way Synergy was used in my case study was

through the promotion of Deadpool. 20 th Century
Fox, who distributed the film, used their official
youtube channel to create a viral marketing
campaign for the film: The Twelve Days of
Deadpool. This was a campaign where twelve
promotional videos were released in the build up to
Christmas to create anticipation for the release of
the film. This slow release of content from the film
is good for both teasing fans about the movie, but
also encouraging fans to share the videos on social
media and take advantage of the two step flow
theory. Synergy can be an effective tool for
institutions in building relationships with audiences.

Step 2 - Media forms

Examine the content of each film and ways that media
language is used across the platforms:
What genre codes and conventions are used?
What media language is used effectively to
communicate messages to the audience?
Look at how the narrative is constructed how do
they build tension? How do they keep an audience
interested? How do you know what character to
focus on? Can you apply Toderov/Propp or binary
oppositions?
Look for differences across the platforms

Deadpool genre codes and conventions

Broadcast
Iconography of the genre is clear through the costume and
weapons.
Subverts audiences expectations as the character swears, there is
explicit violence, the protagonist kills and talks to camera (hyper
consensus post modernism).
Narrative follows genre conventions of an origin story (incident
happens to protagonist to give them powers).
Intentional representation (Stuart Hall) to make him different
from other superheroes.
Print
Posters subverted the genre conventions as they used iconography
of other genres such as romance
E-media
Images on website challenge typical representations of a hero.
The information on the website highlights his wicked sense of
humour not a typical trait of a superhero

Body
language on
website
subverts
audience
expectations
of the genre.

Romance
codes and
conventions
on poster:
Warm
lighting,
valentines day
has
connotations
of romance

Media language

Intertextual references to XMen films (will appeal to fans

of X Men)
Dull colours and low key
lighting throughout. Grey has
connotations of being dull and
lifeless. Could imply that this
character lives in a grim,
troubled reality. Also makes
his costume stand out in the

The action freezes

during key fight scenes
and Deadpool
addresses the
audience (post
modernism and hyper
consensus). This builds
a connection between
the audience and the
character and
juxtaposes humour
with action.

Sequence where Deadpool is

trapped has several codes and
conventions typical of horror
such as low key lighting, his
disfigured appearance and fire
which has connotations of
danger.

Scenes where Wade is

with his girlfriend
Vanessa have more use
of colour within the mise
en scene and warmer
lighting than most of the
scenes where he is
Deadpool. This could
suggest the happiness of
their relationship and
how he loses that
happiness as Deadpool.

Media Language - website

Media language - poster

Narrative
Protagonist Deadpool, Antagonist Francis Freeman
Propp:
Hero Deadpool
Princess Vanessa
Villain Francis
Helper Colossus/Negasonic teenage warhead
Doner Dopinder
Non linear narrative structure begins with Wade as Deadpool and
flashes back to him becoming Deadpool. Voice over guides the
audience through the narrative.
Binary Oppositions (Levi Strauss) good vs evil, chaos vs order

Narrative - PRINT

Tagline raises enigma

codes for the audience
The misleading
nature of the poster
rewards the cultural
competence of the
audience.

Little is revealed
about the
narrative, however
the body language
suggests the film
will feature
romance. Propps
hero and
princess are
featured.

Narrative E-MEDIA

The websites gallery guides the

audience through different parts of
the narrative. Makes the antagonist
clear as he is featured in low key
lighting, dark colours and rain which
could have connotations of darkness
and foreshadows the type of
character he is.

The website is largely in

black and red
intertextualises the
Deadpool costume but
also could suggest the
violent nature of the
narrative.
Humour in the text and
images contrasts with this
and informs the audience
that the film also has
comedy elements.