WHAT CAN 'DEADPOOL AND WOLVERINE' TEACH US ABOUT MARKETING AND DISTRIBUTION?
The article explains how Deadpool & Wolverine became such a major success through clever and modern marketing strategies, including social media engagement, humour, viral content, celebrity appearances and brand collaborations like Heinz. It shows how these techniques helped rebuild interest in Marvel after recent box-office failures. From this, I learned how important cross-platform promotion and audience interaction are in creating hype for a media product. The strategies used in the campaign reflect ideas I’ve studied in adverts like River Island and Baby Dove, such as targeting specific audiences, using a strong brand identity and creating synergy to boost visibility and impact.
SHELTER RESEARCH
I chose the Shelter film “In Our House. It’s Not a Home.” because it focuses on the kind of homelessness people don’t usually see. Instead of showing someone sleeping on the streets, it shows a family living in a cramped temporary space, which challenges the usual media stereotype of what “homeless” looks like. The close up shots and the crowded setting make the audience feel the family’s stress and lack of privacy, especially from the children’s point of view.
The film also encourages altruism and pro-social behaviour because it makes the viewer feel empathy rather than blame. By showing homelessness as something that can happen to ordinary families, it pushes the audience to care and possibly support Shelter’s work.
JUDITH BUTLER READING
This helped me understand the concept even more because it gave real examples of how gender is shown in the media and why some identities get pushed aside. Seeing the comparisons with other theorists also helped me realise that there are different opinions about how strict these gender rules actually are. The explanations made the theory feel more connected to everyday life, and I could see how these ideas show up in things we watch, read, and learn without even thinking about it.
MUSIC VIDEOS
Bohemian Rhapsody - Queen
This video focuses on the band’s performance and dramatic lighting. It helped prove that music videos could be creative and powerful without telling a full story.
Happier Than Ever - Billie Eilish
Video Killed the Radio Star - The Buggles
good 4 u - Olivia Rodrigo
This music video combines live action with a pop-punk aesthetic to show teenage anger and rebellion. The fast pacing, performance shots, and chaotic visuals make it highly recognisable.
Take On Me - a-ha
This video combines live action with hand-drawn animation. Its unique style made it one of the most recognisable music videos ever.
Virtual Insanity - Jamiroquai
The video features Jamiroquai dancing in a moving room. Its clever visual effect made it unforgettable and highly influential.
Thriller - Michael Jackson
This video is like a short movie with a storyline and choreography. It changed expectations for music videos and set a new standard for creativity and scale.
MUSIC VIDEO THEORISTS
Goodwin's Theory
Goodwin’s Theory explains how music videos usually follow certain patterns. Different genres are shown through typical visuals, like live performance in rock or dance routines in pop videos. There is often a clear link between lyrics and visuals, which can either illustrate the lyrics, add extra meaning, or sometimes contrast with them. Music and visuals work together so the editing and imagery fit the mood of the song. Record labels also want to promote the artist, so videos include lots of close-ups and repeated motifs to build their image. Goodwin also talks about the notion of looking, including voyeuristic shots, and the use of intertextual references to films, TV, or other music videos.
In Blur’s Charmless Man, Goodwin’s Theory is clearly shown. The video uses strong genre characteristics through band performance, which is typical of Britpop. The lyrics and visuals are closely linked, as the exaggerated characters illustrate and amplify the idea of the “charmless man.” The music and visuals match, with fast editing fitting the upbeat tempo. There are frequent close-ups of Damon Albarn, showing record label demands and building the band’s star image, as well as a notion of looking through direct address. The video also includes intertextual references to British culture, supporting Goodwin’s Theory.
Richard Dyers Star Theory
Richard Dyer’s Star Theory explains how stars are carefully constructed by the media. Stars are seen as texts, meaning their image is created across different media such as music videos, interviews, and magazines. They are also commodities, as media industries produce and sell stars to make profit. Stars act as ideological figures, representing certain values and beliefs, which audiences can relate to. A key idea in Dyer’s theory is the paradox of the star, where stars appear both extraordinary (talented, glamorous, special) and ordinary (relatable and down to earth), helping audiences feel a personal connection with them.
In Lana Del Rey’s Ride music video, Dyer’s theory is clearly shown. Lana is presented as a carefully constructed star through cinematic visuals, costumes, and narrative, reinforcing her image across media. She is shown as extraordinary through her glamour and central focus, but also ordinary through themes of loneliness, vulnerability and searching for identity. The video communicates ideologies of freedom and independence, which audiences may relate to. This balance makes Lana both aspirational and relatable, helping strengthen her star image and connection with the audience.
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