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

 

Cricket: Dramatic Win Puts Black Caps In Finals

In Parliament: When Parliament resumed at 2pm the House passed a motion on a voice vote admiring the performance of the New Zealand cricket team in last night’s World Cup semi-final and wishing them well for the final on the weekend. More>>

ALSO:

Moon Shot/Kills Switch: The X Factor Judges Removed

MediaWorks has today decided that Natalia Kills and Willie Moon are no longer suitable to judge The X Factor and have removed them from the show. MediaWorks CEO, Mark Weldon, said that last night on The X Factor both Kills and Moon made comments that were completely unacceptable. More>>

ALSO:

Tessa Nichol: Up Up & Away In The Wairarapa

It’s an overcast morning in the Wairarapa but the mood on the ground in Carterton’s Carrington Park is anything but grey. More than 20 hot air balloons are getting ready to take off into the cloudy sky to mark the start of this year’s Wairarapa Balloon Festival. More>>

Golden Shears: Scotsman Wins Golden Shears Open Final

A Scottish shearer who settled in New Zealand to farm in Taranaki has become the first shearer from overseas to win the Golden Shears Open Shearing Championship. More>>

ALSO:

Shipped On A Bottle: Young Change-Makers Take To The Sea On Plastic Bottle Kayaks

With the aim of harnessing innovative design to construct kayaks solely from recycled materials, the “waste positive” project Plastic Bottle Kayak brings adventure into Kiwi classrooms. The call is out now for classrooms to send in messages and artwork to be inserted into the bottles. More>>

TV3 Video: Auckland Arts Festival Kicks Off

The Auckland Arts Festival kicks off March 4, with artists from New Zealand and all over the world on show. More>>

ALSO:

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news