Week 11 Online Lesson Plan Task: Black Gold


Black Gold

Communication Core Concept Questions:

1.    The audiences in the documentary Black Gold are coffee consumers. The documentarians also want coffee producers and retailers in Europe and North America to hear the message from the film. The documentarians make this documentary film and introduce coffee producers, retailers, and consumers in the world that coffee farmers need to receive fair trade.
2.    The storytelling techniques used in the documentary film are no narration, talking heads, and chapters. Particularly, the documentarians use chapters to represent the most effective storytelling technique in this documentary film. The documentarians provide segments in this documentary film because they want the audiences to understand the theme of the documentary film more effectively by seeing the headlines of the segments.
3.    The purpose of the documentarians who made this documentary film is to assert their message to the audience that the coffee farmers need to receive fair trade. The coffee farmers in the world including Ethiopia receive low payment when they are selling coffee to coffee producers and retailers. The documentarians criticize the unfair trade of the coffee market.
4.    If the documentary film had a thesis, the thesis would be that coffee farmers need to receive fair trade from coffee producers and retailers. The coffee farmers in the world receive low payment when they are selling coffee to coffee producers and retailers. The coffee producers and retailers need to reform the coffee market when they are controlling the price of coffee.

Multimodal Analysis:

The documentary film Black Gold display both scenes from Europe and North America and scenes from Ethiopia. The editors in this documentary film juxtapose both scenes from Europe and North America and scenes from Ethiopia. The purpose of using this technique is to convey the theme of this documentary film to the audience that coffee farmers need to receive fair trade. The documentarians juxtapose two scenes: a scene from farmers talking about the price of coffee and a scene from a vice-president in New York Board of Trade talking about the market in the world. In the scene from farmers talking about the price of coffee, the price of a cup of coffee in Hagere Mariam, Ethiopia was $0.12 (California Newsreel, 2006). The price of a cup of coffee in the western countries was $2.90 (California Newsreel, 2006). The price of a kilogram of coffee in the western countries was $230 (California Newsreel, 2006). However, the coffee farmers in Hagere Mariam received only $0.08 for a kilogram of coffee (California Newsreel, 2006). When the farmers discovered the price of a kilogram of coffee in the western countries, they criticize the private traders of coffee that the private traders controlled the price of coffee and they did not inform the farmers the up-to-date information about the price of coffee (California Newsreel, 2006). In the scene from Joe O’Neill, a vice-president in New York Board of Trade, O’Neill discussed that coffee contracts were based on the price of the New York Board of Trade coffee contract (California Newsreel, 2006). O’Neill also explained that coffee companies bought coffee at a price that they could produce a profit (California Newsreel, 2006).

References

California Newsreel. (2006). Black gold [Video file]. Retrieved from Films on Demand database.

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