In my research this week, I found a site by the "International Documentary Association." What is this association about? What films does it sponsor? It is accredited all over the world? When was it founded?
The IDA (Internattional Documentary Association) was founded in 1984 as a non-profit organization that is dedicated to promoting awareness of the documentary film genre and protecting and supporting documentary filmakers. According to the IDA, their main goals are to "Advocacy, Filmmaker Services, Education, and Public Programs and Events." Their website is used for documentary filmakers to upload their videos for the world-wide web to see. They own a magazine named "Documentary" that is published quarterly as a second way of promoting their message. Filmmakers may register and become a "member" for free as to be in the documentary film community and recieve updates about events, workshops and other filmmakers.
The IDA promotes "advocacy," or protects and advances the legal rights of documentary filmmakers. Their support for the documentarienists goes as far as helping them find fiscal sponsorship to make their films, and IDA offers two classes--one to high-school students and another to colleges--to help educate young people on documentary film. The IDA sponspors three types of awards to help promote awareness of the genre and celebrate documentary filmmakers. The IDA Documentary Awards is an annual event held by the IDA board of trustees to celebrate significant achievements in the field. Awards, such as Career Achievement Award, Pioneer Award, and Music Documentary Award are given out annually at this event. The other two events IDA sponsors are "Docuweeks" and "Docuays." Both are designed to showcase top-of-the-line documentaries in hopes of them being nominated for the Oscars. Since the Docuweeks debut in 1997, 17 documentaries have gone on to be nominated by the Oscars, and seven have won the award.
This Week in Class:
A) We continued our research of "brand analysis" this week with another assignment that allowed students to pick a brand they're loyal to and research it. We discussed techniques that advertisers use to get consumers attention, such as catchy jingles and slogans and that the advertisers' goal is make a consumer think they NEED the product to enhance thier life. The discussion then turned to brand loyalty. What makes a consumer loyal to a brand? The class concluded quality, superiority to other products, and a recognizeable logo or advertisement are the keys to making consumers loyal to a brand. The advertiser also caters to the "values" of their consumers. For example, family and patriotic values, popularity, and the chance to be a winner are all very often seen in commercials. We then discussed focus groups, a collection of people who come together to better a company's advertising techniques. Technology has changed advertising as well, allowing advertisers to "narrow-cast" or costumize the advertisement to exactly what each individual consumer wants to see. We then applied what we had learned to the documentary "Persuaders" that I talked about in last weeks blog.
B)When speaking of Brand Analysis, as a consumer, it is important to recognize when you are being pitched a sale. Advertisements are embedded in everything now: movies, television, schools, sports, etc. It is likely that sometimes when consumers are viewing an advertisement, they don't even know it. This is extermely true in some movies--such as one movie where a man works at "starbucks coffee" for a job. Starbucks is advertising, but it is also part of the storyline so the consumer enjoys it without realizing that they are, in fact, being advertised to at the same moment. This is done even more so with "narrow-casting." Now through technology, advertisers are able to make commercials that seem just right for you. My only question is: how is it possible to spin a product so many different ways without lying about the product a little? It is important to be informed of the products you buy, and realize when you are particularly loyal to a product. With a little analysis, the consumer can go a long way.
C) Even documentary films today are, to a degree, "narrow-casted." Michael Moore's documentaries appeal to extreme liberals, just like the film we watched earlier this year: "Michael Moore Hates America" that was catered to a conservative mindset. Through "Michael Moore Hates America's" title, it is easily set for a certain group of people--conservatives against Michael Moore. In a way, "narrow-casting" has been going on for years in politics that has now moved into the media sector.
Question for next week:
Find some examples of "narrow-casting." Was it effective?
Sources:
Documentary.org. International Documentary Association. Web. 4 Dec. 2010. http://www.documentary.org/about-us.
"International Documentary Association." The Internet Movie Database (IMDb). Web. 04 Dec. 2010. http://www.imdb.com/event/ev0000351/.
"International Documentary Association." Wikipedia, the Free Encyclopedia. Web. 04 Dec. 2010. <http://en.wikipedia.org/wiki/International_Documentary_Association>.
