Product context: Ken Loach

 Ken loach directed the film ‘I, Daniel Blake’

Other films loach did involved, ‘Looking for Eric’, ‘Cathy come home’
He was born on the 17th of June 1936 and is known for his socially critical directing
style. He started directing in 1962- present
 ‘I, Daniel Blake was Kens top grossing film making him over $8 million a the box office,
this generated much debate as he included contemporary social and political issues in
the film.
Product context- Advertisement
Trailer: https://www.youtube.com/watch?v=vFc4DM6yHcM
The ‘I, Daniel Blake’ trailer was released on the 18th October and the silm came out on
the 21st of October 2016.
The film had a wide poster campaign
The ‘I Daniel Blake’ film had wide awareness n social media such a twitter using
#idanielblake.
Product context: Acceptance?
 The film received funding from the BFI and BBC films to make the movie.
The film caused a lot of debate due to the social and political issues addressed in it.
The reviews by critics have rated it a score of 78/100 based in 31 critics.
There has been a wide variety of both praise and criticism of the film from politicians
The film was described as a ‘fictional film’ said business secretary Greg Clarke.
Historical Context
 It shows the amount of unemployment and how people are living off food banks and
trying to get a job through the job centre.
Ken loach basis his films off real life events that occur and some on the labour party
betrayal.
 Cultural context
 The ‘I Daniel Blake’ films characters were based on really people in the political and social
issues around the UK.
‘I Daniel Blake’ won the Palme D’or award at the Cannes film festival in 2016
Other past winners inclue:
‘The tree of life’- Terrence malic 2011: https://www.youtube.com/watch?v=bKzJseIXjBw
‘Amour’- Micheal Haneke 2012: https://www.youtube.com/watch?v=F7D-Y3T0XFA
‘Winter sleep’- Nuri Bilge Ceylan 2014: https://www.youtube.com/watch?v=F2_H9b0H4d0
The Square- Rben Ostlund 2017: https://www.youtube.com/watch?v=zKDPrpJEGBY
Economical and political context
The film ‘I Daniel Blake’ addresses contemporary British social issues such as poverty,
the welfare system and the work capability Assessment.
The film portrays a group of traditionally underrepresented characters in Newcastle
struggling in poverty to gain benefits and support.
‘I Daniel Blake’ conveys a clear left wing political message and criticises specific
government policies.
 Much of Ken Loaches work has addressed similar issues and he is a social campaigner,
known for his socialist political view.
Media ownership
 The film was proposed to channel 4 who refused to fund the film. So they turned to the BBC
 It was a low budget film so was funded for by the BFI and the BBC.
BBC Website: https://www.bbc.co.uk/
BFI Website: http://www.bfi.org.uk/
Audience
o

• Due to the film’s content its target audience is quite specific – educated, idea
literate, socially aware and basic British policy understanding.
• However the more people that see it the more chance there is for the
message to spread.
• The trailer is more likely to be seen by older people watching the BBC
channel
• Word spread about the film using the hashtag ‘#idanielblake’
Regulatory frame work
‘I, Daniel Blake’ is rated a 15 for audiences
http://www.bbfc.co.uk/