Welcome to another video today we will be talking about the Ethical, legal and regulatory issues that are associated with my chosen film, X-Men Days of Future Past.
A. Impact and effect
Firstly I will be talking about impact and effect that these issues can have on a films final product. We can explore this further by looking at a theory put forward by Theodore adorno who said "media has a negative impact. mass audience believe everything they see/hear. This could also be known as a passive audience who are referred to as "copycats" these are people who will watch a film and take something from it such as violence or a certain scene and will then try to rein act it in real-life. This shows the effect media can have on a audience. The other type of audience are known as active audience these are people who are more likely to sit down and watch a film and then critic and question things put forward by it. A way in which my film could have a negative impact on a audience could be that it promotes a lot of violence so people may be influenced by it to cause violence. Another negative impact on the audience would be the use of strong language against a character, this comes as quite a surprise as it is said by a character you wouldn't expect to be aggressive, this would be negative towards a passive audience as they may take from this that it is ok to use that kind of language. A positive impact of the film could be the role model of wolverine as he represents things such as heroism and bravery this could impact the audience by making them want these traits. Another positive thing represented by the film would be the conclusion to the film where wolverine is reunited with his friends, this would have a positive effect because it would show the audience just how important friends can be too a person.
B. Representation
Representation is when the actions of a character are viewed by the audience whether it be from a good or bad perspective. Stuart Hall (1980) stated that all stereotypes are mediated meaning they are done on purpose. A reason for doing this in media is that it makes characters identifiable as they relate to a certain stereotype and can then be seen for what that stereotype represents. Tessa Perkins said that not all stereotypes are false. This can be supported by a few stereotypes in my film one being that most of the dominant characters in the film are males the effect on the audience could be that they realise that men would appear to be the dominant gender in this film. This could then be seen as a negative stereotype as it does not show diversity within the dominance of the characters. A positive stereotype would be the role model of wolverine, as stereotypically all role models are strong, brave characters this applies perfectly to wolverine as he is relatable with these characteristics. Within my film there are also examples of countertypes. One such example is the character of mystique as she goes against the stereotype of all women being subordinate to men, she goes against this as in many scenes she is dominant to the males and can overpower them with her strength. I believe that the reason for this inclusion of a counter type is too give the dominant males a direct opposition as she commands a lot of authority when she's in a scene and also i believe it is to give the female viewers and role model.
C. Legal and/or ethical
Copyright infringement is when someone creating a piece of media content uses something such as a piece of music or a video in there content but they did not get the permission from the original content creator who owns that piece of content. The way in which a person can avoid this happening would be either contacting the person or company who owns the content if you can use this in your own project, you would then need some form of proof or give credit to the original content owners. An example of something which would need to have copyright permission would be the song "The First Time Ever I Saw Your Face" this song is performed by Roberta flack. In order for 20th Century Fox to have permission for this piece of music they would have had to arrange a deal with Atlantic Recording Corp. in order to avoid any legal issues. They would have had to pay a vast amount of money in order to get the rights to the song. Another example of content in X-Men Days of Future Past that would need to have copyright permissions would be the song "Time in a Bottle" performed by Jim Croce. In order for 20th Century Fox to get the rights to use this in X-Men they will have needed to contact Lastrada Entertainment to gain the legal rights to use it. In X-Men Days of Future Past there is content that could be seen as offensive. One such example is the violence that is seen throughout the film this could be seen as offensive as it could have bad influences on a audience, specifically a passive audience. The BBFC gave the film a 12A this is an appropriate age rating as the violence does not contain any gore, bloody scenes or any sexual content. In the US X-Men Days of Future Past got a PG-13 rating, this is an appropriate age rating as it comes under the same guidelines as a 12 or 12A in the UK. It got this rating because it does contain scenes of violence and adult humour but it doesn't have scenes of gore or nudity.
D. Regulation
The ASA is the Advertising Standards Authority. This organization are the UK's independent regulator of advertising across a wide variety of media. They set boundaries for the advertising for media products such as films, they state that it must be responsible, must not mislead or offend a viewer. My film poster complies with ASA for example it complies with section 16 gambling if they had featured this on there poster the film would have been given an 18 age rating which could have resulted in a lower profit when the film was released. Another way in which my film complies with the ASA code of conduct in another aspect as there are no graphic scenes of violence.
Thanks for watching hope you enjoyed bye
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