How far the platform on which they are consumed does determined the construction of media products in your cross-media study? Support your answer with reference to a range of products from three media platforms.

My case study in film industry that I have studied is ‘Ill Manors’.  Ill Manors is a key example of a British film trying to interact and communicate with their viewers by utilising e-media such as social media. The tag London campaign is a perfect example of this as this was used to promote the film throughout the media by using several of different hash tags. This was clever by the film as this allowed user generated content be effective as much stuff promoting the film could be shared. This is constructed specifically for the consumption of engagement on social media allowing the Ill Manors promote their film.  This technique helped endorse Londoners consume the media products helping create synergy across all platforms. This is very beneficial as this helps to promote the film and their target audience.

An example of this is that users would perhaps promote the film to their friends and fuel discussions through their own user generated content as content is first had due to the fact there are no gatekeepers. The advantage to this is that the film will receive positive feedback as critical acclaim will be shared across media platforms meaning this will be consumed by a large audience. However, there is also a drawback to this method as bad reviews could be shared giving the film a bad status as this would similarly be seen by a large audience of the internet.

The utilisation of social media aids through theory of the two step flow model. This is the case as opinion leaders are able to share and promote the film either positively or negativity. Another way in which film can be promoted is by the fact that Plan B is already a well known established rapper this is vital as his fan base  could help promote the film also through social media.