Will the real auteur please stand up!: authorship and product placement in film
Bibliographic record
Abstract
This thesis investigates issues of product placement in Hollywood cinema as seen through the lenses of theories of authorship and cultural economy. Feature films, with their captive audiences and finely-tuned marketing machines, may seem like ideal venues for advertisers to present goods to consumers in the form of placed products, yet even here the effects of economic and cultural synergy cannot be guaranteed. The thesis argues that while we live in a commodified environment where the consumer spectacle is woven into the fabric of everyday life, the meanings we derive from mass-produced products is not strictly limited to the interests of corporate capital. By providing a history of product placement in Hollywood cinema and three recent films as case studies, this thesis explores the impact of product placement on the creative agency of writers, directors, designers and audiences. The thesis employs textual analysis to link theoretical issues concerning the commodification of culture and authorial expression.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.013 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.006 | 0.012 |
| Scholarly communication | 0.012 | 0.010 |
| Open science | 0.001 | 0.003 |
| Research integrity | 0.002 | 0.002 |
| Insufficient payload (model declined to judge) | 0.008 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".