Sample Exam Question

 Hi again! 

I'm excited to share my sample exam question. I answered, "New technologies have made audiences more complex and unpredictable. How far do you agree with this statement?"

Here is my response:

    The world is full of diverse individuals, and society has come a long way since black and white TV screens and rotary phones. This has made audiences more complex and unpredictable, causing companies to turn to the one thing most people have in common: technology. A unique way a film company marketed toward audiences was A24’s use of the mobile app “Tinder” as advertising for their 2015 film “Ex Machina.” The company, founded in 2012, began as a film distributor before expanding into film production. Companies must reach audiences in different ways, due to the expanding unpredictability of consumers.  

    New forms of technology make it easier for a larger demographic of people to participate and be part of an audience. Simultaneously, the larger demographic creates a broader scope of interests. Having an abundance of niche values and interests makes it more complex for media to market to certain audiences. In earlier years, few kinds of technology were available, and those that were, typically only belonged to wealthy white people. This made advertisements much simpler for companies to produce, knowing they only had to cater to that demographic of individuals. Now, there are many more forms of technology, from hardware such as smartphones and computers, to software such as apps and websites. They’re owned by all kinds of people around the world, of different races, ethnicities, sexual orientations, economic classes, and interests. So, any one movie trailer or advertisement may be of interest and influence on one group of people but not others. A creative attempt to market to different kinds of consumers was implemented for A24’s “Ex Machina,” where a fake dating profile was created on the popular dating app, Tinder. The dating profile was for one of the fictional characters in the movie, actively targeting a demographic of young people, men, and those interested in sci-fi (as included in the character’s “interests” sections in hopes of catering to people with a similar interest). After sending the fake profile a few messages, it directed them to an Instagram account that promoted the upcoming movie. This example shows how many distinct kinds of individuals exist, all with unpredictable likes and dislikes. Film producers must now attempt to capture the attention of more than one demographic in this increasingly diverse and complex audience of viewers. 

    In conclusion, new technologies have caused a shift in how companies market to their audience. Audiences are derived from so many kinds of people, making it ever more difficult to target. “Ex Machina’s” unique way of advertising catered perfectly to the growing complexity of consumers. So, in a society where audiences are becoming more unpredictable with unprecedented interests, new technologies are causing companies to rethink their marketing strategies. 


Thank you for reading!

 

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