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Innovators are on the leading edge of change, have high self-esteem and have the highest incomes. Image is important to them as it shows independence and character.

Thinkers are the high resource group who are motivated by ideals, they are mature, responsible and well educated They have high incomes but are practical and are also rational decision makers.

Believers are the low resource group of those who are also motivated by ideals. They are conservative and predictable consumers who favour local products and established brands. Their lives are centred on family and community.

Achievers are consumers of the high resource who are motivated by achievements. They are successful work orientated people who get their satisfaction from their jobs and families.

Strivers are consumers of the low resource group who are motivated by achievements. They have values very similar to achievers but have fewer economic, social and psychological resources. Style is extremely important too them.

Experiencers are consumers of the low resource group with a median age of 25. They have a lot of energy, which they pour into physical exercise and social activities.

Makers are consumers of the low resource group who are motivated by achievements. They are very practical people who value self-sufficiency.

Survivors are consumers who have the lowest incomes. They have few too resources to be included in any consumer orientation. They are the oldest of the segments with a median age of 61.

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Producers in media split an audience into demographics and psychographics.
Demographics include age, gender and race, it also depends on their job or skills.

Psychographics divides into groups  that are based on lifestyle, social class and personality. Characteristic's are also used to help define these groups, based on their personal character and patterns of livung.

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Formative distinction - clear demonstration of understanding producers and how they create different meanings for audiences. Well presented and includes good comments on how the characters are represented. Shows and understanding of different research methods such as primary and secondary. Well done.

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Formative distinction - clear demonstration of understanding producers and how they create different meanings for audiences. Well presented and includes good comments on how the characters are represented. Shows and understanding of different research methods such as primary and secondary. Well done.

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Primary research is different from secondary research in that secondary research uses data or research that has already been collected. Primary research includes qualitative and quantitative research and can include surveys, focus groups, questionnaires, and interviews. Since primary research typically takes anywhere from weeks to months to gather and is very expensive, secondary sources are typically exhausted first before any primary research is conducted.

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By far the most widely used method for collecting data is through secondary research. This process involves collecting data from either the originator or a distributor of primary research. In other words, accessing information already gathered.

In most cases this means finding information from third-party sources such as marketing research reports, company websites, magazine articles, and other sources. But in actuality any information previously gathered, whether from sources external to the marketer or from internal sources, such as accessing material from previous market research carried out by the marketer’s organisation, old sales reports, accounting records and many others, falls under the heading of secondary research.

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The use of the axe/machete on the front cover of the DVD case makes it appear to be a violent horror.

The images may make the audience believe that the film is a horror.  Horror conventions include blood and death, and the colour red could also hint at it being a violent horror as it represents blood. It is only after the film has been watched that we know its a thriller, which could be why the film didn't perhaps do that well at the opening weekend.

Also, on the DVD cover there is an image of Tuff say on the toilet in the bathroom, dead, after being murdered by Richard but this could also be decieving as many horror films may show similar things but the words 'one down' could attract someone to watch the film as its mischievious.

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The target audience for this film is main between 18 and 35. This is due do the movies violence as it may be seen as disturbing and overly gruesome for people under 18.

The target audience will also mainly be aimed at men as there are only two female actresses in the film who only make brief appearances with very little being said about them.

When it comes to ethnicity this film is mainly for caucasian people due to there only being people of this ethnicity throughout the film. The movie could also attract and be targeted towards people who love dark films or films involved around revenge.

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The reviewers quotations are placed around both the front and the rear of the DVD cover. These reviews help entice customers to buy the DVD as good reviews are always a positive and gain interest to people shopping DVD's. The text for the quotation is hard to miss due to the text being written in a much larger don't not far from the main photo on the front of the case. One of the quotations refernces Dead Mans Shoes as a mixture between famous director Martin Scorsese's 'Taxi Driver' and Ted Kotcheff's 'First Blood'. This in theory should help the film sell as both of them films are established within the film industry as good films and people who enjoy either or both of them should like Dead Mans Shoes. Another quote also references the film as simply 'Brilliant'. The ratings are also added on to the DVD cover near to the quotations, all of the ratings are above 4 stars which could also show customers that the film is very enjoyable and is worth a try to watch.

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By looking at the front cover it suggests that this film could be a thriller or a horror movie. The colour red is used to show that the film could involve horror and violence and in a way it does, but at the same time it could mean love which is showed by Richards love for his brother which has brought him to killing Anthony's abusers. The silhouette shown on the cover not only shower one of the murder weapons with in the film which Richard finds outside the farm house, it also shows him healing down which would suggest to his surrender and break down towards the end of the film. This also relates to the film Friday the 13th where on the cover is a silhouette of a man also holding a weapon. The back of the cover uses a quote saying 'One down' which is used in the film, the use of it on the DVD cover can attract a customer due to 'one down could suggest that it is one of many deaths with in the film.

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Anthony is very vulnerable is very innocent, he is portrayed as someone who just wants to please people and is always smiling, but yet since he is so naive and sweet he gets abused. His past does not show much besides what Sonny, Herbie and their friends had done to him. Through his disabilities and insecurities we can tell that when his brother wasn't in the army he would have relied on him very much as Richard can be seen as a role model and he is level headed and calm. The stereotype that can be seen is that all people with disabilities are seen as somewhat stupid. He has a positive part in the film as he seems to be the only one who tries to see the best in people and just wants to get along with everyone even though they are abusive people like Sonny.

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Herbie is portrayed as the main drug mule who goes around town selling the drugs to bring the money back to sonny and get his cut. Although he played a main part in Anthony's death he seems somewhat sympathetic although he did nothing in trying to stop the drug gang from abusing and tormenting someone with obvious disabilities. Although he has a negative affect on the story and Anthony he is not the most menacing of people and doesn't appear to be a threat to anyone beside Anthony, which might show how weak he really is as he played a part in killing one of the only people who would have been scared of him.

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Sonny is a cruel, abusive man, he comes across as a stereotypical drug dealer. Whilst forcing Anthony to try drugs he also dragged him into the kitchen and tried to make him do suggestive sexual things and if not he would hurt him. As Anthony refused, Sonny threw water at him and threatened him. He i portrayed in a negative way and this is shown by his past when abusing and killing Anthony, as well as how to talks to his "friends". For example Herbie and Soz , after Richard puts clown makeup onto Sonny in his sleep, Sonny instantly blames Herbie and Soz and starts to hit them when asking what had happened. Compare to Herbie he is a real tough nut and really comes across as the leader of the drug crew.

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Paddy is represented in a very negative way. He is portrayed as somewhat of a tough mad man, a man who is neither scared of the people who are to blame for his brothers death neither a man who is scared to kill. His background involves being in the army, whilst he was this is when his brother was taken in by Sonny and his gang of drug dealers. Since being in the army and coming back although he comes across as a intimidating and menacing character he is also represented in a positive way as although his method of getting revenge is very unorthodox he is doing it because of the love of his brother. There is a way that he is being stereotyped and that is due to him coming back from the army, many peoples views of people coming back from the army see them as somewhat strange and even mental as it can be a toll on the persons mind and Richard is a perfect example of this.

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Title: Dead Mans Shoes
Certification: 18
Stars: Paddy Considine
Director: Shane Meadows
Producer: Mark Herbert
Screen Play Writer: Shane Meadows, Paddy Considine, Gary Stretch, Paul Fraser, Aphex Twin
Distributer Release: 1 October 2004

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On the cover it has a section about the festivals and mentions the Venice film festival, Edinburgh film festival and Toronto film festival. Many people enjoy independant films so festivals like this will help to appeal to that market.

Also the film festival ratings on the cover can entice media and film students to watch it as they may be itnerested in discovering new films that tie into their studies.

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The Mise en Scene is what you can see in the scene of the film. Picking up on points such as camera angles and music used etc. In the film they use tense and dramatic music to help set the scene. Well though out angles are used throughout the film. Notable ones would be the shaking low angles shots when Richard had drugged Herbie, Sonny and Soz.

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The films opening weekend wasn't too impressive as it only made a total of £1825 in the US. The reason for this was due to poor advertising. Very little money was put in to advertising due to the films small budget, which in turn damaged the profits of the film. Another reason for the poor profit was the lack of screen time, it wasn't screened in the UK at all and in the US it only had one screening on it's opening weekend, so not only did the film barely screen it was also a British film only being screened in the US which struggled to sell tickets.Dead mans shoes is an example of one of many films that didn't make it into cinema, only 40% of films actually make it onto the cinema screens. The film then went on to play at some festivals and it was screened at some local cinemas, but despite the good reviews the film simply wasn't advertised enough and didn't appeal to many people.
The film actually lost money, making a mear £184,000 which was less than it's original budget. Another reason for the film doing poorly was that at the time the actors weren't very well known and the director wasnt exactly big himself so the film struggled to attract an audience.

Opening Weekend
$1825 (US) (14 May 2006) (1 screen)
Gross
$6013 (US) (28 May 2006)

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There are several ways that films can be marketed or advertised. For example:

- Social Media
- Trailers / Adverts
- Posters
- Billboards

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The budget of the film was only £723,000. Which is nothing compared to a company like Warner Bros' budget. This also meant that the film couldn't afford to have (at the time) massively known actors which in turn damaged the sales as it could've done much better which actors who people would specifically go and watch if they were casted. Besides this Shane Meadows managed to make a 90 minute movie which was thrilling but also was filmed quite well.

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The sleeve notes on the cover leave the impression that the film could be a horror which is done to deceive the buyer. The film is actually a thriller but the colour scheme, use of words and images used makes the audience believe that the film will be similar to a horror film as the case shows.

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Special effects are also used on the Front cover. The silhouette seen has been made to appear much bigger than the trees. This has been done to make Richard appear more intimidating because it makes them look at the silhouette instead of anything else on the cover.

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On the case cover, images of only white men in their 30's, which doesn't show a large representation of ethnicity. This could show that the film is aimed more at white males or that the majority of the audience could be white males due to the characters involved.

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The silhouette of Richard on his knees could symbolise his breakdown at the end of the film as he regrets leaving his brother and hated that he killed 5 people to get revenge. This can be seen as him begging for forgiveness or even him praying which completely opposes the act of murdering.

But although Richard kills he is seen as religious as he talks about God in the farm house, thought this could also be seen in a negative way. 'God will forgive them, he'll forgive them and allow them into heaven. I can't live with that'. This shows once again how much Richard want revenge and justice for his brothers death.

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Reviews are important for a film as they can influence whether or not someone watches the film after researching its reviews and ratings. If there are negative reviews it can damage its reputation and how the film is perceived. However positive reviews can gain the film more profit and more and more people will want to watch it.

The reviews for Dead Man's Shoes show that the audience that the film is 'weak and predictable' and that there are 'shocks but no surprises'. Reviews like this could've been a big factor in why the film didn't do the best after release.

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Tuff is one of the drug dealers in the town, most probably the quietest one, who assisted in Anthony's death. He is shown as cruel yet at the same time cowardly and was at first the most shook along side Herbie about Richard being in town.

As he is one of the drug dealers, he is shown in a negative light, and due to what he did, the audience will most likely dislike him.

Tuff is also the first of the group to be killed by Richard. His death is intruiging, and is the first big hit of fear for the other drug dealers. Sicne he was the first to die his death is the most grusome, which can be seen as a huge shock for both the audience and the characters within the film.

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It is easy to both sympathise with and disregard the feelings of the drug dealers.

Though at first it may be possible to forgive them for Anthony's death because they were under the influence, considering the drug dealers are not very nice people, its easy to feel indifferent, or like they actually deserve their inevitable fates.

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Dead Man's Shoes represents Gangs, Drug dealers, Soldiers, Disabilities and People who are abused through the characters within the film. The majority of the cast are male and shows different type of people through the actors. They show how negative and cruel the drug dealers can be by abusing a confused young man with a disability. And also show the effect of war on a persons mental health as showed through Richards anger and issue with still being able to see his brother, Anthony.

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Women in the film play a small part as their isn't many of them either, one of the main ones we see is Jo, she is there throughout Anthony being abused inside the house. She is there purely just for sex and is treated with little respect. Sonny also forces her to give Anthony his first sexual experience whilst the others all laughed and watched.

Because the women are not portrayed in a good light, it may suggest that the audience mostly will be male and not female, as the film will appeal to them more.

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Mark is the only one that helped in Anthony's death that Richard let live. It was clear that Richard understood that Mark had a new life with a family and no long was involved with the others, as well as this it was obvious that Mark hated what had happened to Anthony and wishes that he would've stopped it.

Towards the end of the film Richard was at his most unstable, as well as too make Mark feel vulnerable like Anthony he forces Mark to kill him. This also somewhat put Richard to ease as he hated killing but believed that he had to do it.

Killing Richard leaves Mark alive at the end of the film, but he would have to live with the guilt that he killed someone which he might not be able to handle and might play on his mind for years.

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The producers intention appears to be to make the audience feel that justice has been served, and that Rickard has truly gotten revenge but that led him on the path to a breakdown. They also want the audience to feel torn between whether they believed that the drug dealers actually got what they deserved or whether Richard went too far.
Mark to kill him.

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Overall, Richard can be seen as just a simple man who has experienced traumatic things that with on top of his brother being killed have broken him to do the murderous things seen within the film.

He shows that although at heart he is a good person that just loves his brother and didn't kill mark due to his family as he understands what that love feels like.

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Reception Theory

Preferred reading -
This is when the audience receives the intended message of the media product.

Within Dead Man's Shoes having a preferred reading would mean that the audience member is happy with the way that Richard took his revenge and just simply watched and enjoyed the film rather than thinking too hard about it.

Oppositional reading -
This is when the audience reject the intended message of the media product.

To have a opposed reading to Dead Man's Shoes would mean the audience member isn't happy with how the characters had died and feel that nobody should have done what the drug dealers did but too shouldn't have done what Richard did for revenge.

Negotiated reading -
This is when the audience accepts the intended message of the media product, but adapts it to their own thoughts and feelings.

To have a negotiated reading for Dead Man's shoes the audience may understand why Richard did take revenge but question in the way that he did.

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Dead Man's Shoes appeals to audience members who are Survivors or Makers, specifically because the drug dealers within the film can be classed as survivors, due to them not having actual jobs and struggling to make a living so then survive by doing something illegal. Also their life style isnt very elegant as seen by the flat that they live in which is very rough and mainly used for drug use.

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Interviews for the cast were used to help promote the film on both radio and TV. A interview from BBC Radio in 2004 includes director Shane Meadows and Toby Kebbel (Anthony) talking about the film.

These interviews mean that more people can hear about the film which then could increase the profits as they go and see the film or buy the merchandise.

This interview on the BBC Radio channel will help promote to film on a larger scale as the BBC is a big company. Therefore the audience may believe that the film is approved and recommended by the BBC,

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Shane Meadows & Toby Kebbell talk about Dead Man's Shoes (2004)

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Interview from BBC Radio Nottingham in 2004 around the release of Dead Man's Shoes. Shane Meadows and actor Toby Kebbell talk about the film and other things too!

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Within the marketing campaign there was a range of merchandise with the logo and main character printed on them. The range of merchandise which mostly consisted of t-shirts, promotes the film and allows the director to make more profit from the film.

The use of merchandise is a effective way to promote a film as if someone sees someone wearing the product they may be intrigued research it only to find the film and watch it.

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Dead Man's Shoes didn't have much marketing besides merchandise, there weren't many billboards at all, and there wasn't many posters either, which then meant that people who don't listen to the radio interviews or access to be able to buy the merchandise wouldn't know much, meaning that the marketing could've been more effective.
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Age Range - 18-45 years old
Gender - Predominantly males
Demographic - Typically straight, white British males, nonreligious, working class, from the north of England.
Psychographics (VALS) - Survivors

The film would appeal to this type of audience because the characters in the film are largely made up of the same demographic - white, working class males.

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The uses and Gratifications Theory shows the idea of why people choose to watch what they do, and how it meets their specific needs. Audiences choose what they watch based on what information they want to find out, bases on their personal identities, integration and social interaction.

Information -
Audiences watch media to discover what is happening within the world, to find out advice about different topics, to find information about topics and for learning purposes.

Personal Identities -
People watch media to reinforce their personal values and model their behaviour around people that they see on TV and to gain insight into their own minds.

Integration and Social Interaction -
Audiences watch media to gain a sense of belonging and for social empathy, this allows them to connect to the others around them.

Entertainment -
People also watch media to escape from real life, relax, emotional release and sexual arousal. People like to watch something which is completely different to their normal. This allows them to escape from their problems and experience a temporary new world.

Watching Dead Man's Shoes may allow them to escape to a new world, a little town and relax watching a piece of media, or even be entertained as Richard gets his revenge.

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Quantitative Research
Quantitative research is research that includes numbers and statistics, rather than longer answers. It is a good way of collecting research when needing information to then be put onto a table or a graph, this is as it is easier to understand, and is also easier to analyse. Quantitative research is more reliable that qualitative research, and can be summarised easily by using numbers/statistics.

There are both advantages and disadvantage to using this form of research. Quantitative research allows you to analyse data including numbers, which is an advantage because it allows the researcher to find out more unbiased information that you wouldn't be able to gain through qualitative research..
There are both advantages and disadvantages to using quantitative research. However, there are also disadvantages to quantitative research. Whilst quantitative research is good for putting into graphs and tables, the researcher cannot find out the reasons behind the answers and statistics are usually based on large numbers of people which means that the answers aren't as detailed as a one on one questionnaire making them somewhat unreliable.

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Hypodermic Needle Theory

The Hypodermic Needle Theory refers to the idea that certain media messages are injected into the audience and that they do not question what they are being told.

Thietheory is used in advertising, for example adverts on TV that convince the audience that they need certain products for a desired effect. It shows the idea that audiences are easily influenced by media messages.

Certain films and news stories can influence how audiences feel or act about a certain topic.

For example, the film Child's Play was banned because it made people, specifically children, believe that their dolls or toys will come to life and kill them. It also made their parents stop buying them toys as they were scared of the same thing for their child.

A similar panic happened when the news story about two 10 year old boys torturing and murdering a 2 year old was released. The story of James Bulger being pinched from right under his mothers nose and brutally murdered. This alarmed parents making them anxious for their childrens safety within the town, within the UK even as if two 10 year old boys would do such a thing then anyone can.

Hypodermic needle theory stresses that people could see Richard do such a thing as murdering for revenge and people would then do the same.

In the scene in the film where Richard suffocates and shoots Sonny, the audience may react in different ways. One person may believe that Richard was doing the right thing, and that he deserved to die for the part he played in Anthony's death, where as another person may believe that Richard was completely wrong in doing so, and that although Sonny was a bad person, he didn't deserve to die, rather than go to prison.

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Age Range - 15-25 years, anyone who uses the internet often
Gender - Females and Males
Ethnicity - Anyone
Demographic - Class A - E, any country and any ethnicity as the film can be accessed on YouTube, therefore can be viewed by anyone.
Psychographics (VALS) - All, due to the film being aimed at everyone.
The audiences for Lovefield and Dead Man's Shoes are completely different.  One of the reasons for this is due to Lovefield being a short film, it take no where near as long to watch, this meaning that the viewer has much less of a chance to get bored and stop watching. Where as for Dead Man's Shoes originally before being put on Youtube you would need to buy the DVD to watch it, which is much more of a inconvenience compared to watching Lovefield online for free.

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Qualitative Research
Qualitative research is crucial as it allows researchers to gain more information for that that they have researched, and allows them to understand the research more. This type of research benefits researchers because it allows them to analyse in depth answers and find detailed conclusions.
Qualitative research is research that involves long answers, and explained reasons. This type of research is generally used to find out the reasons behind someone’s opinions. These answers will take much longer to analyse than quantitative research, however they are more detailed.

Whilst using this form of research researchers will aim to try and understand peoples answers and why the same people have the opinions that they do. This allows them to analyse their research and decide who to aim their products towards and why.

There is both advantages and disadvantages with Qualitative research. For example, a advantage would be that it helps learn and find out reasons behinds peoples opinions. However there are also disadvantages. The results can be hard to analyse particularly if the answers are all different and difficult to compare rendering it basically useless. Also, Qualitative research relies on the people who are being questioned actually having their own views and also actually being able to communicate them accurately to the researcher.

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Dead Man's Shoes
Director: Shane Meadows
Release Date: 1st October 2004
Certificate: 18
Running time: 01:30:00

Lovefield
Director: Mathieu Ratthe
Release Date: 25th April 2008
Category: Film and Animation
Running time: 00:05:28
Audience figures: 1,353,702 (Still Growing)

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X Factor Response

The Michael Family
The Michael Family have the VALS of Thinkers, they come across and quite mature and well educated. Judging by the living room area it is obvious that they have high incomes. This is also shown in their opinions as they seem very interested in most of what happens in the community and news.

Their response to The X Factor varied.  Andrew finds the show to be like a 'Victorian freak show' this shows his opposing view, he believes that it humiliates people and he could bare to watch it and actually leaves the room. This shows he is completely against the show and the messages constructed within. Carolyne, his wife, has a negotiated view and believes that 'it's their own fault'
this is because they choose to go on the show, therefore she understands that they are being used for entertainment purposes

The Tapper Family
The Tapper Family shows the VALS of Experiencers, this is shown as it is a very young family compared to some of the others on Gogglebox. The family come across as very opposed when it comes to the X Factor, for example, Jonathon exclaims that he 'can't bear to watch it, it's disgusting'. However his son seems very aware that the show is constructed the way it is to make the audience feel a certain way about the show and makes comments such as 'cue the music' when a contestant's performance became emotional.

Sandy and Sandra
Sandy and Sandra show the VALS of Believers.  This can be seen as the two women are always eaten take out, which may reflect that they have very moderate incomes. Also they can simply make predictable decisions in their lives. They also have religious signs in their living room, which furthermore shows the idea that they are believers.

Their views to The X Factor was very oppositional.  They hated many of the contestants, specifically the ones on the show strictly for entertainment purposes. They also felt that it was wrong for people to have been led towards believing they could actually sing only to then be mocked. Sandy states how 'cruel' it is and that 'they make fun of people'. This shows that the two are very opposed towards the show.

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A Party Political Broadcast by The Liberal Democrats Response

Steph and Dom
Steph and Dom show the VALS of Innovators. The pair seem to be very forward thinking and are confident. This can be seen as Steph comments on Nick Clegg's appearance by saying 'he's got such a weak chin'. She appears to be more interested in his looks than the actual broadcast which shows she is an innovator. also she states that with £600 she could only buy 'two pairs of shoes' This also shows that she prefers the finer things in life like what expensive alchohol to drink next.

Sandy and Sandra
Sandra shows a Negotiated viewpoint when watching the broadcast. She calls him 'a tryer' and sees that he wants to do the best he can to entice the audience to vote for him. However Sandy has an opposed viewpoint, she belives that the £600 will only pay for 'the old peoples heating bill alone'. This shows that she doesn't believe in much of what Nick Clegg is promising.

The Michael Family
The Michael Family have an overall opposing viewpoint towards the broadcast. 'I don't really want to be preached to by a multi-millionaire private school kid' and the whole family agreed with this statement. This shows that the family do not believe in Nick Clegg and are even bored with him.

Bill and Josef
Bill and Josef are Achievers,  they have achieved many awards and are very politically conservative. The two seem to also be very opposed. 'The cost of living cost is much more than £600'. Although they watch the programme with interest they brush it all off as 'silly'.

Chris and Stephen
Chris and Stephen show the VALS of Strivers. They seem to be motivated by achievements but are on the lower end of the economic scale and both are hairdressers. This shows that style is also very important too them.

Both men also show an opposing viewpoint. Stephen specifically seems completely opposed to Nick Clegg says. 'still none the wiser'. This shows he wasn't convinced by Nick Clegg.

The Tapper Family
Once again The Tapper Family seem very opposed to the broadcast and the message it was trying to show. 'They're trying to bribe the working class.... to get the vote' whilst his daughter also finds it annoying. This shows that this family doesn't accept the message and Nick Clegg

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Results for the questionnaire on how an audience responded to Dead Man's Shoes and Lovefield.

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Questionnaire to find out how an audience repsonded to both Dead Man's Shoes and Lovefield.