culture rationale CITDA

1. Culture In The Digital
Age Pitch
Georgia Dodsworth

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Client Research- BBC
The BBC (British Broadcasting Corporation) is the national broadcaster for the United Kingdom, it is also the world's oldest broadcaster
with the first live public broadcast dating to June 1920. The BBC has over 22,000 staff members with 19,000 of them being within the
public sector of the job. The main broadcasting services that the BBC provides is BBC One, BBC Two, BBC Three and BBC Four, they also
provide other services like BBC Sounds and the BBC Radio.
The BBC is an unbiased corporations whos' main goal is to both educate and entertain all their viewers by creating different shows, from
comedies to documentaries the BBC creates a wide variety of shows to keep their audiences engaged. They keep their audiences engaged
by:
• Creating programs/ shows for all ages
• Creating a portfolio of all their current shows and a description on what the main themes of the show are
• Offers their services worldwide in 40 different languages
The BBC Three’s main goal is to campaign to the younger generation with this new campaign is to allow young creative producers in the
north of England to have a voice within the industry.

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BBC Three
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BBC Three and BBC England is a free to air tv channel owned by the BBC, BBC three is a channel target towards 16–34-year-
olds and have a scheduled airtime from 7pm to around 4am. BBC three is a youth-orientated television channel that was first
launched in 2003 covering a various number of genres ranging from comedy, drama series, sport, documentaries etc.
BBC Threes most popular genres are comedy and drama as this is what keeps their target audience engaged. Many people
within that age range wish to escape their reality when they watch a show and wish to feel like they are there in the show.
The shows are carefully made with strong detail to ensure that every characters has a story line which people may be able to
relate to. When making the shows the topics are also carefully taken into consideration to make the audience want to watch
the show. Dramas and comedy shows are made around current events that are happening in today's society so people can
relate to the storyline and maybe some of the characters.
BBC Threes original target audience was people aged 24-36, however as the channel progressed this changed so 16-35 as
they believed their content was also targeted towards teenagers as well as young adults. However, even with a set target
audience BBC Threes content is watched by a wide age range and not just within their target audience.

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Documentary research: Modes
For research into documentaries, I discovered that there is five different documentary
types. For each documentary mode I described what each of them meant and analysed a
documentary for each mode.
The different modes of documentaries are poetic, a poetic documentary are
documentaries that don’t have a clear narrative and rely on the juxtaposition of images
and sound to help set/ create a mood and tone for the rest of the documentary. The
next mode is expository, expository documentaries have a clear narrative, and often
refer to the 'voice of god' which is normally used in nature documentaries. The next
documentary mode is participatory, participatory documentaries show the direct
relationship between the filmmaker and the subject of the documentary which will allow
the audience to gain a greater understanding of the journey. The next documentary
mode is observational, observational documentaries are where the filmmakers film their
subjects with as little intrusion or intervention as possible, this allows the audience to
see a raw and accurate reality that they are trying to capture. Another mode of
documentary is reflective, reflexive documentaries show the process of making
the documentary and show the filmmakers journey throughout filming. The final
documentary mode is performative, performative is where the filmmaker's involvement
with the subject is emphasised and is used as a guide throughout the documentary.
By completing research into the different documentary modes this has allowed me to
have a greater understanding of different documentary types and has made me think of
which one id like my documentary to be.

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Documentary Research
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When completing research into documentaries I investigated 3 different
documentaries: The Vanishing at The Cecil Hotel, Sunderland Til I Die and The
Social Dilemma. All three of these documentaries I found on Netflix
The vanishing at the Cecil Hotel is about a missing girl who goes missing at the
hotel and has a suspicious back story throughout the documentary and shows
the dark past of the hotel. The documentary includes images, interviews with
key people involved with the hotel and the case and security camera footage.
The interviews were taken for the purpose of the documentary however, the
security camera footage and images were specifically taken for evidence of the
case.
Sunderland Til I Die is a documentary based around the Northeast football club
Sunderland AFC . This documentary includes interviews, images and filmed
footage. For this documentary, the images were not taken for the purpose of
the documentary however, the footage and the interviews were filmed to help
show a story and keep the audience engaged in the documentary.
The social dilemma is about how different companies are controlling the
content that is on our phones and how social media has grown throughout the
years to maybe becoming a negative thing, it also shows us how companies can
manipulate their customers in many ways. This documentary includes scripted
scenes that were made solely for the purpose of this documentary, interviews
and various images. The social dilemma also shows the impact that social
media can have on its users but also the companies.

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My Documentary Ideas
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•From the survey/ research that I have completed, I found
about my target audiences social media usage. From this I also
asked follow up questions like ' What is your most used social
media app'.
•When choosing a specific topic for my documentary I decided
on the topic of social media. I chose to discuss social media as
I believe that it is the most relevant topic today. I also believe
that the effects of social media is a very important topic to
cover as it will inform my target audience of the different
effects that social media can have.
•In my documentary I plan covering both the positive and
negative effects of social media and how it has affected today's
culture. I would also like to include how it has affected the
younger generation as my target audience will be included
within that age range.

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Visual ideas
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To find inspiration for my documentary I decided
to create an image/ Pinterest board to get a
better visual representation of what I was
wanting to create. In these images it mainly
consists of images of technology and the
customers consuming the media.
By having a visual representation of the product,
I am wanting to create, it helps me see what I
am wanting to include in my documentary. In my
documentary I am planning on mainly using
background clips with a voiceover in the
background

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Why my campaign?
When creating my campaign, I have thoroughly thought
out the subject and how I can fit it within the given brief.
Due to conducting research into the client ( BBC Three) I
have been able to complete target audience surveys that
are appropriate to the given target audience ( 16-24). By
creating a documentary about social media, I am creating a
relevant product to the target audience and today's
culture/ society.
The purpose of this documentary is to inform my audience
the positive and negative effects that social media has and
how it is affecting today's society. As stated in previous
slides I also want to inform my audience on how social
media has grown exponentially throughout the years, and
as my target audience are in their late teens to young
adults they would have witnessed social medias growth.
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