Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search

 


The one research study to rule them all

Wednesday November 14, 2012

The one research study to rule them all

Just a stone’s throw from Hobbiton, a group of researchers are embarking on their own quest – to look at international perceptions of, and hopes and expectations for, the Hobbit: An Unexpected Journey.

Lead researcher Dr Carolyn Michelle of the Audience Research Unit at the University of Waikato in Hamilton, a short drive from Hobbiton, says she’s hoping for an international response to the survey, which is similar to one done for the James Cameron movie Avatar in 2009.

“Whether or not you’re a serious Tolkien fan, and even if you’re a Hobbit hater, we want to know what you are thinking and feeling about The Hobbit prior to its release,” she says. “You can participate in the one research study to rule them all at http://goo.gl/4vsvf.”

The Hobbit: An Unexpected Journey, directed by Peter Jackson, was filmed in New Zealand and is due to be released on December 12.

Dr Michelle and colleagues from the University of Waikato’s Screen and Media Department, working with collaborators in Canada and Denmark, are hoping global interest in The Hobbit will help generate more than 1,000 responses to their survey from around the world.

“We want to see how prefigurative discussion, debate, marketing and promotion of a film
shape subsequent responses to it,” says Dr Michelle.

“We’re also interested in looking for response patterns linked to identity and location so the wider the reach of the survey, the better the data. Here in New Zealand the making of the Hobbit has already fuelled discussion on a range of issues; elsewhere in the world the response may be quite different.”

Locally, The Hobbit has generated debate about the power of Hollywood to dictate terms and conditions in the local film industry – and wider.

An industrial dispute during filming nearly derailed the project until the New Zealand government agreed to introduce new employment legislation, a controversial decision which drew widespread criticism.

Tourism New Zealand has launched a multi-million dollar campaign based on the movie to attract more international tourists to the country.

The campaign includes footage of the original Hobbiton set in Matamata, in the central North Island, yet individual tourism operators in areas where The Hobbit was filmed are being told they can’t reference the movie in any advertising because of copyright issues.

The researchers say the study is set to be the first large-scale international sentiment survey using Q methodology. Q methodology takes a quantitative and qualitative approach to create a conceptual map of people’s subjective responses. Survey participants are asked to rank a set of statements, rather than simply agree or disagree.

The survey is the first part of a three phase project. “Next we’ll be looking at people’s responses to the film once it’s released, and also undertaking a multi-lingual cross-cultural study analysing the differences in the responses based on socioeconomic variables, values and beliefs,” says Dr Michelle.
ends

© Scoop Media

 
 
 
 
 
Culture Headlines | Health Headlines | Education Headlines

 

August 4: Centenary Of New Zealand Entering The First World War

PM John Key: I move, that this House recognise that on the 4th of August 2014, we will mark the centenary of New Zealand entering the First World War... More>>

ALSO:

Cyclists Net First NZ Gold

New Zealand won a gold meal and two bronzes on the first day of the Commonwealth Games. There was joy and heartbreak in an incredibly full day of sport. Here's how the New Zealanders fared. More>>

Cap Bocage: Anti-Mining Campaign Doco Debuts At NZ Film Festival

Playing at this year’s New Zealand International Film Festival, Cap Bocage is a close-up exploration of the forces that came into play when environmental issues and indigenous rights became intertwined in New Caledonia ... More>>

Film Fest:

More Film:

Sharon Ellis Review: A View From The Bridge

Arthur Miller’s A View From the Bridge is Circa’s latest big production, it opened on Saturday 19 July and it is a stunning triumph. More>>

Māori Language Week: He Karanga Kia Kaha Ake Te Tīhau Ki Te Reo Māori

The Māori Language Commission wishes to see social media swamped with Māori language tweets and messages for Te Wiki o te Reo Māori using the hashtag #tekupu. More>>

ALSO:

Book Vote: Kiwis Prefer Young Adult & Classics

To compile their Top 100 List for 2014, Whitcoulls again asked New Zealanders to vote for their favourite books and authors. And while classic novels continue to appeal to Kiwi readers, 2014 marks a significant new trend – the increasing popularity of novels for young adults. More>>

ALSO:

Five NZ Cities: Bill Bailey Back To The Southern Hemisphere

The gap between how we imagine our lives to be and how they really are is the subject of Bill’s new show Limboland. With his trademark intelligence and sharp wit, he tells tales of finding himself in this halfway place. More>>

Scoop Review Of Books: Book Television Is Coming

Carole Beu of The Women’s Bookshop in Auckland, Graham Beattie of The Book Blog and producer Deb Faith of FaceTV have raised enough money via crowd funding at Boosted – just under $7,000 so far – for 12 episodes, which begin production in September, and will be on screen later that month. More>>

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news