Video Game Audience

Video Game industry and Audience 

Reception theory- encoding and decoding model

Stuart Hall

Producer encodes ...... Audience decodes 

Using Assassins Creed as an example: 

Preferred Reading

beat the baddies (attacking spanish) save the people 

Negotiated Reading 

taking an intrest in the plot and history side 

Oppositional Reading

Aberrant Reading ( completely misinterprets the point) 

Pro racism 

LORE- term used for video games- refers to history of video game world 

NPC- non player character 

PC- player character 

Dark souls 3 can be negotiated in many different ways:

• Purely game play
• The mystery of it
• Plot line/history
• Relaxation

Does a video game have to be fun?????

not nessicarily for example 'vidsula novels' player just slects choices ect

The 25th Ward: The Silver Case PS4

Excessive swearing 

Much text and dialogue 

alienates audience 

simplistic 

retro sound track 

NOT FUN TO PLAY

deliberately boring 

frustrating

WHY PLAY IT?

satisfying when completed

does appeal to niche audience

FANDOM- Henry Jenkins

 a fan= and active participent 

"fans will often use video game sin ways the producer did not initially intend"    


Fandom isn't just for fans 
fandoms are often looked down upon eg. Bronies 

Cognitive Dissonance= 

The reduction of the psychological stress of cognitive dissonance is a function of the magnitude of the dissonance caused by the existential inconsistency, between two contradictory beliefs held by the person; or by the contradiction between the person's beliefs and an action he or she has taken.

THE AUTHOR IS DEAD?

-Roland Bart

THE END OF THE AUDIENCE

-Clay Shirky 

notion of target audience 

participatory culture 

producers rely on audiences 

A producer is selling an audience to an advertiser 

Death Stranding (unrealised) by Hideokojima

-he is an example of an OTEUR (author)

https://www.youtube.com/watch?v=qPL_E-TEtL8

ASSASINS CREED LIBERATION

ASSASINS CREED LIBERATION:

• Halloween costume sexualised the character
• The models direct address and pose can insulate fantasy  
• Aimed at men (male gaze) and woman   *

• The back pack is aimed at a more niche audience 
• The logo means it is only clear to fans that it is an AC bag
• Most likely aimed at teens (unnecessary detailing, majority black leather)
• This is a way the producer can target cult followers 

HOW DOES ASSINS CREED TARGET THIRE TARGET AUDINICES 

Logo

Premium items

DLC (down loadable content eg. aviator outfits)

Desirable to audience as they get something exclusive

'Pay to Win' pay to move up levels quicker 

voodoo pack- specific to AC3 game 

Video game theory: Hyper dermic needle 

Passive model of audience interaction 

Internal logic - (knowing you need to beat someone up to get to next level) This is intertextual knowledge as this does not relate to real life or any other logical experience

 

  

Mock Exam Stuff

The second year mock exam is coming up next week. We cannot tell you what is going to be on the mock exam, but we can give you pointers. So please pay special attention to the following

The mock exam is two hours long

The first 30 minutes will be spent doing final prep and asking your teacher for advice. The last half hour is used for extra time and revising for your next exam...

The mock exam covers component one and two

But because it is only two hours long, each component will only take roughly 60 minutes.

Component one is split into two sections: component one a and component one b

Component one a normally has a 30 mark question on either media language or representation, and then a 15 mark question on either media language or representation. For this mock exam, however, only one topic out of representation and media language will come up.

Additionally, while in the final exam a and b will be evenly split, with 45 marks in each, for this exam, one will be larger than the other. And we're not telling you which!

Component one a has an unseen media product to analyse

This is just like the final exam. Make sure you're ready to textually analyse!You will also be asked to make explicit reference to case studies that we looked at in class

The three industries that could come up in component one a are newspapers, advertising and music videos

Remember, advertising in particular is very broad, and could include film posters and TV spot adverts, to name just two examples! Likewise you may be asked to compare a case study from one industry (for example music videos) with an unseen text from another industry (for example  TV advert)

Component one b has shorter questions exploring industry and audience

For these questions, you will be asked to make explicit reference to case studies we have looked at in class.

The industries that could come up in component one b are advertising, newspapers, film industry, radio and/or videogames

Of course for this mock, radio will definitely not come up because we haven't looked at it yet! Make sure to check out the revision guide for more information. There's a few things to be aware of, for example with the newspaper industry, and how it differs between C1a ad C1b

The industries that will come up in Component two are TV, Magazines and online media...

...but for this mock, only one will come up! Please make sure you revise both the TV and magazine industries accordingly. Additionally, remember that the questions for C2 can and will focus on all four parts of the media studies framework: industry, audience, media language and representation, so read the question carefully to work out which aspect you should be talking about!

You must pay attention to the marks available and time your responses accordingly 

The rule for the mock exam and the final exam is this:

• Component one a - 1 mark = 2 minutes (this is longer because you will need to textually analyse an unseen media product in addition to providing a written response
• Component one b - 1 mark = 1 minute (this is shorter because you will not be analysing an unseen text)
• Component two - 50 minutes per industry

You must arrive on time, during your designated block

Aim to get to college at least an hour before your exam session is scheduled to start. Yes this will involve getting up early in the morning. The mock exam is a dry run for the real thing, and this includes getting here on time. You are only given leeway in extreme circumstances, and train/bus delays do not count

The exam is completed under exam conditions

Maybe fairly obvious, this one, but bare in mind the following:

• You will hand write your response, unless you normally use a word processor
• You will not be able to access any notes or resources during the exam period aside from the question paper and the unseen media product
• Arriving late may result in disqualification
• Talking will  result in disqualification
• Your phone going off or making any noise will result in disqualification

Some final tips

1. Use the blog and the revision guide in your preparation, as there's lots of detailed advice and examples on here
2. Write structured PEA paragraphs and for longer answer, a CAD introduction
3. Make sure to incorporate detailed semiotic analysis
4. Use media language at every opportunity
5. Talk to your teacher in advance if you have any worries
6. Look through the revision guide and make sure you are able to answer any question that comes up

Gameing

Fallout4:

STRONG ANTI WAR IDEOLOGY 

when it is not clear what player has to do- cold opening
started in environmental narrative story telling  



Triple A games (also known as AAA) are simple games (console or PC) that were developed under the highest development budget of that current time AND are highest promoted.

VIdeo Games industry

Video Games: Assassin's Creed

• a repetitive and samey franchise 
• repetitive of generic elements eg. white and faded mise-en-scene
• iconography of the main (usually male) protagonist 
• stealth based action game- trailer indicates no changes (Steve Neal- repetision)  

• In this game (3) the protagonist is black female pirate (not the usual hooded male)
• allowing audience preferred reading of being excited by 'new' game
• based around the idea of liberating slaves- intersexuality of 'Django Unchained' and or '12 Years a Slave'

• conventions of action films and a strong film like narrative will appeal to mass audiences 
• realised through a variety of platforms (console, hand held and computer)
• initially realised on Playstation Vita, allows producers to make new realise using pre-existing assets 

HOW DOES IT TARGET A NICHE AUDIENCE?

• pre existing fans 
• "all new missions" all fans to have an incentive to buy this one 
• the protagonist whip is a unique selling point 

PEGI system is not legally binding 

The first game to ever get a BBFC rating was the 'Seventh Guest'

In the UK the regulation of Video games is both confusing and unreliable 

Digital technology has rendered regulation irrelevant

ASSASIN'S CREED

Target audience 

(rated 18) target around 15 year olds 

  

Recap on Basics

denotation = basic or surface meaning, what is it  

connotation = the deeper meaning, what does it mean 

media product references another media product = intersexuality 

Advertising works by making the audience feel slightly unsatisfied with what they have 

MEDIA LANAGUAGE!!!

eg. shot types

mise en scene

camera angles 

codes

Dark haired, fair skin woman- model 
red lips match background and bottle
serif font 
white, red black colour scheme- binary opposition
image of product
variety of text size
direct address- hermeneutic  
poster split in half- layout
lots of hair- mise-en-scene
red-setting
mid shot of model
hand outstretched- referential code for 5 
glossy hair- peroretic 

The word Paris suggests wealth and European, international style

The recognisable Loreal logo instantly shows the audience the worth of the product 

Full lips could connote Kylie Jenner as she is currently a popular iconic in the beauty industry 

Conforms to normal layouts of beauty products: image of product with model representing it 




mise-en-scene of the models pale skin combined with red lips could reference Vampire films like Twilight 

she is subverting stereotypical images of woman as she is not smiling and giving direct address to the audience 

Red lips could symbolise scandal and sex, combined with the lack of clothes gives the middle aged woman a sexy aspirational look

curvature of the bottle could symbolise womens body shapes 

Binary opposition of the red and white could be seen as scandal vs virginty 

Gold lettering on bottle suggests worth, value and pride     

30 min quick test

"It is essential for a TV programme to simultaneously target both mass and specialised audiences"

Explore this statement with reference to Les Revenants

PLAN:

Yes! Les Revenants expertly targets both 'casual' and 'devoted' audiences, by providing the audience with a range of polysemic readings

Key theory: Stuart Hall's reception theory

how useful is this theory really? Does Les Revenants even have a preferred reading? Surely it lacks one, instead focusing on confusing the audience as much as possible with a range of hermeneutic codes and complex use of intertextuality?

intro- agree, definition of mass audience 

p1- interetexuality of program referencing other 
scene: Adele sees simon in mirror- horror-romance ect

p2- talk about canal+ and the range of programs they promote, ideology of producer  
scene: Claire welcomes Camille home and has domestic with Perrie and Jerome- soap oper

p3- Mogwai have a cult audience 
scene: Victor following Julie home- synth rock slow tension build up crosendo 

CODES!!!!!

finish- conclusion, own viewpoint


I believe that for a tv programme such as Les revenants it is essesial that it targets both mass and speacilsed audiences as the producers main ideology is to provide the audience with polysemic readings, therefore this can only be achieved with a range of view points. By definition a cult audience is a devoted fan base intent on proving there love for a particular media product, commonly a tv seris. However for a successful program i think that it must reach out to multiple, casual audiences and not just devoyted fans.

The show is based on the 2004 French film 'They came Back' andprsents the sinaro of random dead coming back to life. Therefore most likely this forfills the zombie genre but it blatently subverts this as the 'dead' do not act like typical zombies. In an early scene when Camille returns home and greets her mother she acts perfectly normally for a 15 year old girl, rumerging about in the fridge and talking with her mouth full of sandwich. The abnormality of the situation is shown through the slow long shot of the mothers horrified face. This is further emphasised with the shot reverse shot cutting between Clare silent figure and camille chatting away. In this moment the grene of the program changes and becomes more soap like as it is insinuated that Cailre has had an affair or some sort of relatiohip with another man. This targets a whole separate audience meaning that from the very begging the programe is asserting it self as not a styreoyipvcal zombie film and setting itself up ]to tackel many family issues. 

Les Reveants is aired on the French premium channel Canal+. This is an example of a Hybrid Broadcast Braodband and shows a range of shows, both imported and bought or produced. Unlike other shows that have cult audiences the ideology of this show is not nessicarly explicitly clear and there does not seem to be a single main protagonist. Therfeore the audnice can pick and choose who they idetify with and who they agrree with. This negociasted style of reading allows the producer to target a wider age range and demographic of people. Stwaurt Halls argues that the audince will idetify and accept a veiwpoint wether that be the prefred reading and oe the prodcer had set out to achive or an oppositional reading. That being said in this case the binary oppositional themes of life and death, in conjuctuion with sex, domestic life and childhood cause the audince to have an extreme polysemic reading of the program. 

The general mise-en-scen of the show is middle class French town life. On the other hand the show seems to reference  




















  

Audiences readings- negotiation

HOW DOES THE TV INDUSTRY ADDRESS THE NEEDS OF MASS AND SPECIALISED AUDIENCES THROUGH TARGETING

The french regulatory body is CSA (Conseil Superirur De L'Audiovisuel)

Is it possible for a tv show to simultaneously target both mass and specialised audiences?

PNO- preferred negotiated oppositional 

David gauntlet pick and mix theory

Stewart Hall reception theory 

Simon and Lena walk to Adele's house

Scene promotes polysemic meanings 

Doe she show actually have a preferred reading???

-deliberately polysemic show 

Canal+

CANAL+

Canal+ makes premium channels 
subscription based

WIKI

Canal+ (Canal Plus, French pronunciation: ​[kanalˈplys], meaning 'Channel Plus'; sometimes abbreviated C+) is a French premium television channel launched in 1984. It is 100% owned by the Canal+ Group, which in turn is owned by Vivendi. The channel broadcasts several kinds of programming, mostly encrypted. Unencrypted programming can be viewed free of charge on Canal+ and on satellite on Canal+ Clair (Clear).

Canal+ is a supporter of the Hybrid Broadcast Broadband TV (HbbTV) initiative, which promotes and establishes an open European standard for hybrid set-top boxes for the reception of broadcast TV and broadband multimedia applications with a single user interface.

Since November 2017, Canal+ began to expand their catalogue internationally through the international feed, Canal+ International.

'Les Revenants'

The EU has a funding programme, which called 'Creative Europe'. This allows for European TV shows to be able to get grants to support production and distribution and to allow them to be made. 'Les Revenants' in particular was awarded a grant for 450,000 euros for season 1 and 1 million euros for season 2.

Aired on Chanel 4 in Britian at 9pm
9pm on Sundance Channel in America
8:50pm on Canal+

Canal +

Canal+ is a premium TV channel that needs to be paid for on a subscription payment.

Canal+ is owned by Vivendi SA

Vivendi SA is a French mass media conglomerate headquartered in Paris. The company has activities in music, television, film, video games, telecommunications, tickets and video hosting service.

Subsidaries of Vivendi:

• Canal+ Group
• Universal Music Group
• Flavorus[4]
• Gameloft[5]
• Dailymotion (90%)
• Mediaset (28.80%)
• Banijay Group (28.4%)
• Havas
• Telecom Italia (23.94%)[6]

Canal+ Group 

- Owns many different cable (pay) television channels showing TV shows, documentaries, films, animation etc.

- is involved in the production and financing of films and has even created its own subsidiary                companies with direct involvement in film production.

CANAL+ exported shows 

Versailles
American Dreams
Le Grand Journal
The Tunnel
The Bureau
Spiral
Borgia
Les Revenants
Braquo

Canal+ imported shows

Teletubbies, Vampire Diaries, Game of Thrones, The Tunnel, Tom and Jerry Show, Family Guy...

Mogwai

MOGWAI:

Scottish band that does the music for Les Revenants

Post Rock, instrumental genre

own there own label called 'Rock Action'

subversive of the rick genre 

very loud and heavy 

Why did the producers of the show select a Glaswegian soundtrack?

• the music is slow, repetitive, echoey and mood driven 
• allows the producer to focus on the narrative rather than 
• cheaper than other artists 
• allows show to target pre existing as well as international audiences 

EXAMPLE OF SYNERGY- when two media industries work well togthere 

eg. Scottish post rock music plus french supernatural tv drama 

TRAILER: https://www.youtube.com/watch?v=5bv_5IBPVuo

trailer reveals far more than the actual tv show, is quick, dramatic and serves an extra diegetic purpose (beyond the narrative) 

supernatural romance vibes from the promotional imagery