Introduction
Hello guys I'm back for my last video on Ethical Legal and Regulatory issues. In this video we will be learning about what 20th Century Fox will have had to check and get permission for in the making of Titanic. We are also be looking at two big companies BBFC and ASA, but we shall come to that later.
Audience Effects
Theodore Adorno 1930 came up with the theory of Hypodermic syringe, yes I know big word. This basically means how the media inject negative values and messages into audiences mind that could influence them to copy actions that have been involved in the film. This can include violence, sexual content, representation, positive impacts/role models. A passive audience links to Theodore Adorno 1930 theory of Hypodermic syringe, as a passive audience is said to be influenced by the medias negative messages from their products. Where as a active audience is the opposite of a passive audience. A active audience, links to Gauntlett 2000 of where the audience doesn't copy what they see in the media product, the question it instead. Gauntlett said we are able to filter and adapt to content to content in media, rather than be influenced by it. Titanic has a negative impact on the audience in the scene where the antagonist Cal slaps Rose for being unfaithful towards him; this is what's detonated in the scene, due to the fact he is a male in a higher class, which links to the theory of binary opposition men vs women. This might influence men to become controlling towards there wives/girlfriends as they feel the should be controlling and dominant over women, having the mind set to be abusive towards them as shown in the film. Another example of negative impact in Titanic is sexual content. Jack and Rose are having sexual intercourse; however they are tress passing in some ones car on the ship. How this influences others is it can be connoted as quite adventurous making people want to experiment sex in different places that may be tress passing. Titanic has a positive impact on the audience as it signifies how different social classes such a lower and higher doesn't stop people falling in love with each other, it actually creates a stronger connection between the two. It links to representation of class and stereotypes of how people should be with people in the same social class, especially in the era Titanic was set in. How Rose and Jack fight for each other despite the verbal abuse they get from others creates a positive impact on the audience. Another positive impact on Titanic is Jack as he is considered the role model as he is the protagonist. Carl Rodgers 1980 Jack is the hero of Titanic as he teaches Rose how to have fun in life and to get out the of the social class, which she is stuck in.
Representation
Representation means how people are classified into different categories. Stuart Hall 1980 spoke about 'Mediation' where stereotypes are set upon purpose. Tessa Perkins 1979 spoke about stereotypes and countertypes. Stereotypes were how people are classified, for example teenagers are rebels, rude and disrespectful, where as countertypes are the opposite to stereotypes. A countertype challenges stereotypes, for example a teenager who works hard, well mannered and respectful to others. A negative stereotype in Titanic is a typical higher class male, as they were seen as the powerful and dominant sex and a predator. In the film Cal the antagonist is a perfect example of stereotypes for men as his character is violent, rude, powerful and masculine. He links with Earp and Katz 1999 theory of representation of men as he is very controlling over Rose as he feels more dominant over her and uses her as a possession, as well as being violent towards her. Titanic doesn't have many positive stereotypes due to the fact the time Titanic was set in, society was very discriminated and stereotypical so therefore the film Titanic would have needed to follow this in order to make the narrative realistic. There is in a way a countertype in Titanic, which is the protagonist Jack. As Jack is in a lower social class then Cal he should stereotypically be intimidated by him and obey his order when he is told to stay away from Rose. However in Titanic Jack is very careless with his actions and disobeys Cal's orders and Rose and Jack fall in love with each throughout spending time with each other. This challenges stereotypes as we see that Jack is not threatened by higher class citizen creating a whole new representation of him. Another countertype is when Rose talks back to Cal, as in the ear Titanic was set in, this was seen forbidden. An example of how stereotyping has been included in the film Titanic is when Cal assaults Rose, the reason this is an example of a stereotype is because the man is in control and has been portrayed to be dominant over Rose due to her sex.
Legal and Ethical Issues
Copyright infringement is the use of content in a film, such as soundtrack and brands. Titanic's sound track "My heart will go on" sung by artist Celine Dion.; It was recorded on May 22nd, 1997 at Wallyworld, The Hit Factory and was released on December 8th 1997. It was composed by James Horner, lyrics were written by Will Jennings, produced by Walter Afranasieff and Simon Franglen and the record label company is Columbia and Epic. 20th Century Fox would've contacted Columbia and Epic for permission for this soundtrack, which would have cost a lot of money and a reference is added on the credits of Titanic. The soundtrack was very popular as it appeals to the masses due to being a love song, also it is appropriate for 12 years old. Ethical issues involved in Titanic is sex reference and strong language, which is viewed as offensive material. A denotation of sexual content in the film is where Jack and Rose have sexual intercourse in a car on the ship. This can come across offensive as BBFC age certification gave the film Titanic a 12 due to nudity, but can be seen as inappropriate for a younger audience as they may not understand the content in it; however the sexual content isn't explicit it gives us a suggestion that a sex scene is in the process. Strong language is carried throughout Titanic, which can be offensive to age groups, but as well as religions as the can see this as sinful. An example from my film of profanity is the scene where Rose used a hand gesture and flips Cal bodyguard after chasing them, it signifies how Jack has changed her from a posh well mannered woman to a laid back fun person. The reason why this is appropriate to the certified age group is because this is the only offensive gesture used in the film.
BBFC
BBFC are British Board of film certification. The age rating they certified Titanic is 12, due to subtle sexual content and violence and suitable language that is involved in the film. The age rating for Titanic trailer first is a PG film as it sexual reference, violence and strong language is taken out of the trailer as it more promoted the genre of romance in the film The rating to watch the actual film is a 12 and is currently a 12 certified film. It is more appropriate and suitable for a 12 year old as they will be able to understand the content and story line more efficiently, making the film more enjoyable. The age rating for Titanic is the same in the UK and USA; however the USA is usually higher with other films as parents have a main role in the age ratings. The film does well to keep in with the BBFC guidelines that they set for them, as Titanic is a 12 this means the film must have discreet and brief sex content, which Titanic has as it suggest that Rose and Jack have had sexual intercourse but it doesn't actually show this. Violence is allowed in a 12; however it must not be detailed, which it isn't it Titanic as we only see Cal slap Rose and Cal trying to shoot Rose and Jack. In terms of behaviour and drugs, Titanic stays within the guidelines for a 12 as there is only some bad language throughout the film and there isn't any misuse of drugs that may offended they age range.
ASA
ASA are advertising codes they lay down rules for advertisers, agencies and media owners to follow. They give out basic rules for advertising.
This first Poster released for Titanic was very misleading, as it connoted hard core action genre, which the film isn't about. It is showed to be a documentary of the history behind the sinking of Titanic, filled with action and horror; however the film is obviously a romance adventure genre and the current poster connotes and reinforce these genres more efficiently, stopping the misleading of the narrative of the film, Titanic.
OLD POSTER NEW POSTER
The typography on this poster is very bulky,
which connotes the genre of an action film, as
well as documentary. The colour scheme is very
hard and bold to appeal to a male audience. From
this poster we can see that it misleading the audience
as it doesn't reinforce the genre of love.
Whereas on this poster the actors body language connotes love and connection, which connotes love, making it appeal to a female audience. This is the current poster for the film Titanic as it isn't misleading advertisement of the film.
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