Lara Croft Go CSP case study

Language

1) Who is Lara Croft and when did she first appear in a videogame?

Croft has been voiced by six actresses in the video game series: Shelley Blond (1996), Judith Gibbins (1997–98), Jonell Elliott (1999–2003), Keeley Hawes (2006–14), Camilla Luddington (2013–present), and Abigail Stahlschmidt (2015).

2) What classic films influenced the creation of Lara Croft and the Tomb Raider games?

• Rambo: First Blood Part II
• Terminator 2: Judgment Day.
• The Edge. 
• Hanna. 
• The Day After Tomorrow.

3) How has Lara Croft and Tomb Raider moved beyond just being a videogame?

One thing's certain: the gamer scene is longing for more female characters — and Lara Croft's character and body.

4) What devices can you play Lara Croft Go on?

The company released Lara Croft Go in August 2015 for Android, iOS, Windows, and Windows Phone devices.

5) What type of game is Lara Croft Go?

Lara Croft Go is a turn-based puzzle video game in the Tomb Raider franchise.

6) How does Lara Croft Go use narrative (storyline)?

Lara Croft: GO uses narrative by exploring ruins of an Ancient Civilisation in the Amazon Jungle while fighting dangerous enemies.

7) What iconography can be found in Lara Croft Go? How does this help communicate the sub-genre of videogame?

8) What other characters or enemies feature in the game?

A player character (also known as PC and playable character) is a fictional character in a video game or tabletop role-playing game whose actions are directly controlled by a player of the game rather than the rules of the game.

9) What is the setting for Lara Croft Go? How does this compare to previous Lara Croft or Tomb Raider games?

Lara Croft Go explores the ruins of an ancient civilization in the Amazon Jungle while fighting menacing enemies, overcome dangerous obstacles and traps.

10) Read this BBC article on the history of Lara Croft and Tomb Raider. How has the character of Lara Croft evolved over the last 20 years?  

One thing's certain: the gamer scene is longing for more female characters

Audience

1) Why might an audience enjoy playing Lara Croft Go?

 because of the storyline it has and the game itself how it looks like.

2) Where and when might an audience play a game like Lara Croft Go? Think about the device it is played on and the times of the day someone might want to play the game.

3) How did Square Enix design Lara Croft to make it appealing to an audience?

How did Square Enix design Lara Croft to make it appealing to an audience? They made Lara Croft appealing by using acrobatics and platforming.

4) Which of Blumler and Katz's Uses and Gratifications theory might apply to Lara Croft Go?

Blumler and Katz's uses an gratifications theory may apply to lara croft go is the diversion as it never bores you out and you can play at anytime.

5) Who is the target audience for Lara Croft Go? How does brand loyalty contribute to this target audience?


Lara Croft GO targets a female consumer.

Representation

1) How are women usually represented in videogames?

(1) sexualized, (2) scantily clad, and (3) a vision of beauty.

2) How does the character of Lara Croft reinforce female stereotypes in the media?

Lara Croft is a fictional character and the main protagonist of the video game franchise Tomb Raider.

3) How does the character of Lara Croft subvert female stereotypes in the media?

Camilla Luddington is new Lara Croft. 

4) Why do some people believe the videogames industry is sexist and needs to change?

5) Do you think Lara Croft is an empowering feminist icon or just another objectified woman designed to appeal to male gamers?

Industries

1) What does PEGI stand for?

Pan European Game Information

2) What is PEGI's job?

Pan European Game Information (PEGI) is a European video game content rating system established to help European consumers make informed decisions when buying video games or apps through the use of age recommendations and content descriptors.

3) Which company created Lara Croft Go?

Developers

4) What two popular videogame franchises were combined to create Lara Croft Go?

5) What else is part of the Lara Croft/Tomb Raider franchise?

$115,000,000

OSP & Videogames: An introduction

Lara Croft GO
Kim Kardashian: Hollywood
Zoella (YouTube channel link - a quick video about Zoella's background is here)

We need to study these products using all four key concepts: Language, Industry, Audience and Representation. We will start with videogames as Lara Croft GO and Kim Kardashian: Hollywood are both good examples of the changing nature of the videogames industry.

However, this week we will simply be introducing the videogames topic by learning about the history of videogames and how this type of media has developed hugely in the last 40 years.

A brief history of videogames: blog task

Watch this YouTube video outlining the history of the videogames industry from the 1970s to the 2010s. Now answer the following questions:

1) What were the first videogames like?

October 1958: Physicist Invents First Video Game.

2) How have videogames changed over time?

The topic of how video games have evolved over the years is massive.

3) What do the most successful games have in common? Answer this in as much detail as you can. Think about audience pleasures - what do people like about playing videogames?

The quality of gameplay is the single-most important feature of popular games.

4) What criticisms have been made towards videogames over the years? Here's a good article on the impact of videogames on players that might be helpful.

It was listed as the most shameful game of all time by GameSpy.

Read this Guardian feature from about the sensationally popular videogame Fortnite: Battle Royale and watch the original trailer below.




Now answer the following questions:

1) How many Fortnite players are there worldwide? Here's an updated article with recent figures for you.

350 million players

2) Why is it so popular? What are the audience pleasures of the game?

One of the major factors that has made Fortnite Battle Royale so successful is that it's free to play, says Polygon.

3) Why might some people criticise Fortnite?

4) Copy and paste two comments from 'below the line' of the Guardian article - these are comments written by Guardian readers in response to the feature. Select one comment you agree with and one you disagree with and explain why.

Radio: Apple Beats 1 radio CSP case study

1) How have our music listening habits changed since 1960?

The way we listen to music has changed dramatically.

2) When did Apple Beats 1 Radio launch and what is it?

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it was first launched on June 30 2015 Freeform radio, rhythmic contemporary, urban contemporary

3) What is the difference between Beats 1 Radio, iTunes and Apple Music?

Ultimately, Beats 1 radio is a live station for over 100 countries around the world within Apple Music Radio. Apple Music Radio itself is a rebranding of the iTunes Radio service.

4) Why was Apple so keen to enter the online music world and compete with Spotify, Deezer and Amazon Music (and others)?

When comparing Deezer Music vs Amazon Music Unlimited, the Slant community recommends Deezer Music for most people.

5) Why did Apple choose the three selected DJs for launch? 

A few years ago Julie Adenuga was about to quit her pirate DJ career to concentrate on selling iPhones.

6) How does the use of DJs differ from Spotify, Amazon Music and other streaming services? 

Amazon Music doesn't let you listen to songs on-demand for free whether on mobile or desktop.

7) How does the content of the Julia Adenuga show differ from Radio 1? 

8) Why does Beats 1 radio give Apple the power to make or break new artists? Is this a good thing or a bad thing for the music industry?

9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?

10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)

Audience

1) Who is the target audience for Beats1 and Julia Adenuga in particular? Refer to demographics and psychographics.

Refer to demographics and psychographics.

2) Why do people listen to Beats1? Which aspects of Blumler and Katz’s Uses and Gratifications theory relate to Beats 1 and its audience?

Beats 1 went on air in 2015 and is accessible round the clock through iTunes and Apple Music.

3) Can the audience actively interact with the Apple Beats 1 Radio or are they passive when listening? How? Give examples. 

4) Is Apple Beats 1 aimed at a mass or niche audience? How does this differ to BBC Radio 1?

Beats 1's target audience is a young audience who enjoy pop music as well as hip/hop and similar genres.

5) Do you think Apple Beats 1 radio will be popular with young audiences or are streaming services the future of audio-based media?

radio: launch of radio 1 csp case study

1) What radio stations were offered by the BBC before 1967?

Radios 1,2,3,and 4 each came into existence at 5.30 a.m.

2) How was BBC radio reorganised in September 1967? What were the new stations that launched?

It was launched in 1967 to meet the demand for music generated by pirate radio stations

3) What was pirate radio and why was it popular?

According to the research both pirate radio listeners and those running pirate radio stations thought that licensed broadcasters failed to cater sufficiently for the needs of the public at large.

4) Why did pirate radio stop broadcasting in 1967?

Radio Caroline sinked in March 20th

5) How did the BBC attract young audiences to Radio 1 after pirate radio stations were closed down?

The remit of Radio 1 is to entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech.

6) What was 'needle time' and why was it a problem for BBC Radio?

Unsourced material may be challenged and removed. Needle time was created in the United Kingdom by the Musicians' Union and Phonographic Performance Limited to restrict the amount of recorded music that could be transmitted by the BBC.

7) How did BBC Radio 1 offer different content to previous BBC radio stations?

BBC radio 1 offerd different types of content like the natrual life weather and ect.

8) Who was the first presenter for BBC Radio 1 and why did these new Radio 1 DJs cause upset initially at the traditional BBC?

This was Radio 1's smartly-dressed line up when it began in 1967.

9) Listen to excerpts from the Tony Blackburn's first 1967 broadcast - how might it have appealed to young listeners?

The remit of Radio 1 is to entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech.

10) What conventions did Tony Blackburn's radio show borrow from pirate radio - which made it very different to previous BBC radio content?

Of the national radio stations, BBC Radio 1, 2, 3, 4 and 5 Live are all available through analogue radio.

music video: arctic monkeys

1) How do audiences generally watch music videos these days?

Music videos give the perception of the song, and a lot of people like to see what artists are coming up with for their song rhythm, idea of the song, etc.

2) What opportunities has the growth of digital technology and YouTube created for new music artists?

New recording technology, new musical technology and new listening technology has meant that the way of music has been changed completely.

3) What is P2P and why did it cause huge problems for the music industry?

Illegally downloading music continues to cause a loss of profits and jobs.

4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why? 

In short, the Internet has changed the music industry in both positive and negative ways.

5) How has Fortnite demonstrated the potential future for music videos and promotional opportunities for the music industry? You can read more on this event in this Verge feature.

Arctic Monkeys: Industry

1) How did the Arctic Monkeys first achieve success and build up their fanbase?

The Sheffield based band gave their songs away for free by posting them on MySpace and the name Arctic Monkeys began to spread on chatroom across the internet.

2) Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?

Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?

3) How does the rise of Arctic Monkeys differ from how One Direction were formed and became famous?

The band have headlined at the Glastonbury Festival twice, in 2007 and again in 2013.

4) How has technological convergence changed the music industry?

Convergence has had a great impact on how audiences access, listen and use music.

5) Has the internet been a positive or negative development for traditional record companies? Why?

While the Internet has made music more accessible to the public (and made it more difficult for artists to make money), it also happens to be an incredible tool that enables independent musicians to find a global audience without the help.

Arctic Monkeys: Audience

1) What is the main Arctic Monkeys audience - demographics and psychographics?

As a result of Arctic Monkeys' audience being predominantly young, many will listen to their music as they are able to easily relate to the lyrics.

2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?

Audience pleasures would include diversion

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to Arctic Monkeys fans. Why did you choose those moments?

4) What is nostalgia and why is it a key audience pleasure for the Arctic Monkeys music video?

a sentimental longing or wistful affection for a period in the past.

5) How are fans positioned to respond to the video? What does the artist want fans to take from their video?

music video: One Direction - History

Industry

1) How were One Direction formed and how is this reflected in the music video for History?

One Direction are an English-Irish pop band forming during Series 7 of hit show X Factor and going on to come third.

2) What is vertical integration? You may need to check your book for this (or remind yourself from this previous blogpost.)

Vertical integration is a strategy whereby a company owns or controls its suppliers, distributors, or retail locations to control its value or supply chain.

3) What is horizontal integration? (See link above for help again!)

Horizontal Integration is where an organisation develops by buying up competitors in the same section.

4) How has technological convergence changed the way audiences consume music videos?

Social media has had a huge impact on music.

5) As a manufactured band, what influence do Simon Cowell and the record company Syco (part of Sony) have over the content and release strategy of One Direction music videos? You may want to read this text from an article in The Inquisitr about the relationship between 1D and Simon Cowell.




Audience

1) What is the main One Direction audience - demographics and psychographics?

adolescent girl

2) What audience pleasures are offered by the music video for History?

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to One Direction fans. Why did you choose those moments? 

4) What is nostalgia and why is it a key audience pleasure for the History music video?

a sentimental longing or wistful affection for a period in the past.

5) How are fans positioned to respond to the video? What do the producers want One Direction fans to take from the video?

music video: introduction

1) What are the key conventions of music video?

• The style (performance, concept, narrative)
• The camera.
• The editing techniques (transitions, fast, slow)
• The sound effects (non diegetic, diegetic)
• Mise-en-scene (props, lighting, costume, hair, makeup, locations, setting, colours)

2) What is intertextuality?

the relationship between texts, especially literary ones.

3) When did music videos first become a major part of the music industry?

it was first popular in the late 1960s

4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?

In 1981, the U.S. video channel MTV launched, airing "Video Killed the Radio Star" by The Buggles and beginning an era of 24-hour-a-day music on television.

5) How are music videos distributed and watched in the digital age?

Digital music distribution works much the same, just on a different platform.

6) Why was piracy (illegal downloading on the internet) a problem for the music industry?

7) What digital services did the music industry set up to combat the threat of piracy and illegal downloading? Give examples.

The industry has three strategies at its disposal

8) What is digital convergence?

The term digital convergence means the ability to view the same multimedia content from different types devices.

Advertising case study 2: Represent NHS Blood campaign

Sample questions for Advertising and Marketing

In your Media exams, you are likely to get questions similar to these:

1) Why do advertisers use stereotypes? [6 marks]

2) Explain how advertisements reflect the historical context in which they were created. [12 marks]


TV adverts: key conventions

As with any media text, the starting point is to focus on the key conventions. How do you know when you are watching an advert on TV or YouTube? What are the conventions that appear in the majority of moving image adverts?

Key conventions of moving image advertisements

• Narrative (storyline)
• Mise-en-Scene (CLAMPS)
• Editing (fast-paced, slow-paced, juxtaposition)
• Camera shots (& their effect)
• Sound (music, dialogue/voiceover, sound effects)
• Logo & slogan
• ‘Call to action’ – how audience can buy/support/take part

Broadcast advertising - notes

The internet may grab all the attention these days, but television advertising is still a significant media platform for advertisers to reach their target audiences.

Broadcast advertising is a powerful and persuasive tool for reaching consumers. It allows producers to target specific individuals or groups who are likely to be watching certain channels at certain times (e.g families tend to watch ITV and other mainstream channels at 7pm on Saturdays). Television adverts also reach a wide audience. 

To create an effective television advert, you must have a good script or concept and a strong offer or message. 

Advertising campaigns

Some adverts are produced in a series as a campaign. An advertising campaign is a series of advertisements that share a singular theme, message or idea. These are used to raise awareness of an issue or of the brand itself. The best campaigns have an emotional impact on audiences.

An advertising campaign will usually appear across multiple media platforms - print, broadcast and online.

Represent: background information

Lady Leshurr is an English rapper, singer and producer. She is famous for her freestyling rap style and has her own clothing line. 

This is the advert CSP:

The two articles we read in the lesson provide details on the campaign and how it was developed. This also gives information on why blood from people with a BAME background is so vital. 

GLOW words to use in connection to this campaign

• Literal – the actual, obvious meaning 
• Semiotics - the message behind what you see (hidden messages)
• Reinforce stereotype – when a representation is what we expect
• Challenge/subvert stereotype - When a representation goes against what we normally see in the media
• Mass - A mass audience is made up of a large group of people (men, women, children, elderly)
• Niche - A niche audience is a small subset with very unique interests or characteristics 

Codes and conventions of rap music videos

• There are many low-angled, close up shots in hip hop videos, to imply the artists’ power over their audience. The low angle gives them the power, because they look down on the audience and the close up gives status because it implies they’re important enough to have a frame to themselves.
• Sections of direct contact with the camera (the artist usually spends a lot of time looking straight into the camera as if to talk or have a conversation with the audience and relate to them)
• Props regarding costume tend to be used, for e.g. gold jewellery (male rap artists are commonly known to wear heavy chains or prominent rings)
• Show a clear display of emotions – if the tone of the song is angry, the artist is likely to present this through their gestures and facial expressions.
• Strong editing cuts between concept / performance and narrative.

Represent NHS Blood & Transplant campaign: blog tasks

Work through the tasks in this blogpost to make sure you're an expert on this CSP.

Re-watch the Represent video and then watch the 'making of' video:




1) What does BAME stand for?

Black, asian and minority erthic (bame)

2) Why is there a need for blood in the BAME community? 

because for them to donate it to the poor who really need blood.

3) What does this advert want people to do once they've seen it (the 'call to action')?

give to the poor for example money, clothes, blood and ect.

4) Why is the advert called 'Represent'?

to represent how poor people are treated.

5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous.

because they can explain clearly what it is about.

1) Lady Leshurr

2) and the NHS

6) Why is there a slow-paced long shot of empty chairs at the end of the advert?



7) How does the advert match the key conventions of a typical urban music video?

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)


9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).