Year 13 Summer Work

INTRO TO CONTEXT – IN THE EXAM YOU MAY BE ASKED TO REFER TO ECONOMIC, POLITICAL, SOCIAL OR CULTURAL CONTEXT. THESE OF COURSE TEND TO OVERLAP. HERE IS A TASTER FOR YOU TO RESEARCH AND SUMMARISE. WE THOUGHT ECONOMIC WOULD BE A BIT TOO BORING FOR THE SUMMER HOLIDAYS BUT WE’LL RETURN TO IT.

BIG NEWS, CURRENT EVENTS, POLITICS, ROYALS, TERRORISM AND HATRED, SYRIAN WAR AND SPECIFIC UK ISSUES.

·     

CULTURAL TRENDS OF 2016-2018

The zeitgeist: The Zeitgeist is a concept from 18th to 19th-century German philosophy, translated as "spirit of the age" or "spirit of the times". It refers to an invisible agent or force dominating the characteristics of a given epoch in world history.

·    Films: There has been many movies with diverse casts. For example, LaLa land, which is a singing film. There was also a number of the released like The Jungle Book and Moana. Social media really helps promote the films and how different they all can be. Some of the top films this year were Dunkirk, IT, Black Panther and Mamma Mia 2 - Here We go again.

The media influenced all these films as they were either based on real life events, a sequel or popular demand. 

TV Programs: Some of the top tv programmes are Orange is the new black, Stranger Things, Sherlock, Love Island and The Crown. They cover a range of genres, from crime to reality tv. 
Again, media has influenced these programmes through covering what people want. 

·     Music: 
In 2016, the top songs were; Closer- Chainsmokers, One Dance- Drake, This is what you came for- Calvin Harris ft Rihanna, Cant stop the feeling- Justin Timberlake and Work from home- Fith Harmony.
In 2017, the top songs were; Despacito- Luis Fonsi, Shape of you- Ed Sheeran, I'm the one- DJ Khaled, Something just like this- Coldplay, Unforgettable- French Montanna.
In 2018, the top songs were; The middle- Maren Morris, God's plan- Drake, No Tears left to cry- Ariana Grande, I like it- Cardi B and Nice for what- Drake.

·       Video games:
In 2016, the top games were; Fifa 17, Call of duty, Battlefield, The division and Grand theft Auto IV.
In 2017, the top games were; gravity rush 2, Resident evil 7, for honour, halo wars 2 and horizon zero dawn.
In 2018, the top games were; Dragon ball fighter, monster hunter, shadow of the colossus, bayonetta and pac man championship edition 2.

·       Youtube, memes, twitter storms: It started out in 2016 with 'damn daniel' and drakes album 'views', then in 2017 was mocking spongebob and Distracted boyfriend. In 2018 some of the trends are the Yodel boy and the use of the word 'girls'.

: Top cultural fads: Such as 'the dab' is a trend which went viral due to social media i.e twitter and instagram. The media influenced this as it allowed the fad to go viral making people all around the world join in on the trend.

SOCIAL CONTEXT 

·       DISABILITY- The Paralympians in the media were represented as 'superhumans'. There were many front covers of newspapers highlighting the medals won in the paralympics. There are more and more programs on TV focussing on disability on the BBC there are 2 pages full of disability based programs. This is great for creating awarness and for charities.

·       
REGIONALISM- Towie stars used to be seen as stupid, vein and fake. However, especially on social media, tommy mallet, pete wicks and chloe sims have made successful businesses which all have been publicised positively and cuts down the stereotype of a typical 'stupid' essex person. Made in chelsea stars typically are portrayed in the media as rich, posh and stuck up. However, when made in chelsea star Georgia ‘toff’ Toffolo entered the i'm a celebrity jungle, she became the nation’s sweetheart. Many stars then go on to being on other shows or becoming social influencers.

CLASS – The stereotype of 'Chavs' do still exist and are known for being rude, of low social class and not very clever. They are stereotyped as wearing tracksuits, carrying knives and doing drugs. They are represented in a negative way, and recently, have had a lot of criticism due to the increase of knife crime in London. 

-ABC1 is typically upper class / middle class people.

-Beyonce and Jay-Z's recent album 'The Carters' has been publicised both positively and negatively in the media. The positive of it was that they are a family unit and the negative is that they are presenting themselves as being severely upper class, making it hard for normal people to relate. 

·       
AGE – Elderly people are represented in the news as vulnerable and poor. There have been lots of recent stories about abuse in care homes for the elderly. This makes it seem as though all elderly people are vulnerable and incapable.

·       
GENDER - #metoo is a movement against sexual harassment and assault. It spread virally in October 2017 as a hashtag used on social media in an attempt to demonstrate the widespread prevalence of sexual assault and harassment, especially in the workplace.

·       
ETHNICITY – The song 'This is America', the media went crazy about the music video and its hidden messages. Childish Gambino plays America himself, using violence and the use of entertainment as a distraction. As he says 'this is america' he shoots a black man, this represents the use of gun crime in America. The video highlights black lives, and their history in the US

·       
SEXUALITY –

-NETFLIX: Sophia Burset (Laverne Cox) in Orange Is the New Black is transgender woman. The show is increasingly popular, and her story line grabbed the media as she took the change from male to female, and her journey was very heart felt and emotional.

-TV DRAMA: Sonia Fowler - Eastenders - became a lesbian, after being straight and having a child. The show, took this as a chance to publicise how this does happen, and how people who do this are normal, also showing you are allowed to be true to yourself.

-TV DRAMA: Rana - Coronation Street. Her change from heterosexual to lesbian took the nation by surprise as she is a Muslim. In the show, her parents disowned her but others accepted it and the media took this as an opportunity to show that this can happen and although Muslim guidelines are strict about adultery and sexual relationships, she should be allowed to be her own person.

Exam Question- Section B

Explain how representations in music videos are chosen to promote the artists. Refer to one of the music videos you have studied to support your answer...

AS Music Video Example with Examiner Comment

Stop Where You Are

Titanium

Charity Campaign- Shelter

Old Spice

Old spice final from Jennifer Scorrar

My Charity Advert

Generic codes and conventions of charity ads: 

- The creation of sympathy for the subject of the charity (use of facts and stats)
- The creation of empathy for the subject of the charity (Use of images - how would you feel if you were in their shoes)
- Shock - make you feel that you have to contribute to the charitable cause (Disturbing images)
- Charity name/logo
- Slogan
- Image of victim maybe isolated
- Sombre mode of address
- use of colour
- colour associated with brand
- Web address
- Invitation to interact with company/donate
- Message will be text/image based

Lucozade Sport

Timeline on Minecraft

Assessment 2B (Film, Radio, Video games)

Minecraft Notes

What are the main ways Minecraft attracts audiences?

- Sandbox construction game - endless
- Community
- Different platforms
- Social media - Twitter
- YouTube - Inspiration
- Adverts on Apps / Pop ups
- Unique game - Limited competition
- Buy and play within communities on realms
- Pay to have access to the game
- create and support fan clubs
- Buy add ons for the game such as skins
- Subscribing to magazine
- Watching online videos
- Fans influence how it is updated
- Attend Minecon
- Buy merchandise, toys and clothes

Marketing: How are video games traditionally marketed and what franchising takes place?

- Adverts
- Merchandise - LEGO, Action figures etc.
- Social media
- Platform store
- Game trailers
- Books - Annuals, Manual

Without the commercial backing of a mainstream publisher, and no money spent on advertising revenue, due to the independent nature of Mojang, the game relied on word of mouth between gamers and features on sites such as the Penny Arcade Web Comic to generate interest amongst gamers.
A LEGO set based on Minecraft called Lego Minecraft was released on 6th June 2012.
2 more sets based on the Nether and village areas of the game were released.
Mojang collaborates with Jinx, an online game merchandise store. includes clothing, foam pickaxes, and toys of creations in the game.
Mojang signed a deal with Egmont group, a Childrens book Publisher.
In 2019, a joint venture with Warner Brothers releases Minecraft the movie.

How is the industry regulated and by whom?
- PEGI regulates video game industry. They regulate the industry by; using intellectual property rights and licenses, age ratings/classifications, advertising laws, data protection, gambling legislation and responsibility of staff.

Who regulates content and how?
- PEGI (Pan European Game Information) regulates content by giving video games, age ratings - 3,7,12,16,18 and giving content warnings of what is including such as; Bad language, Discrimination, Drugs, fear, gambling, sex, violence and online. These are given symbols to show the feature.

What are some of the effects video games are seen to have on players?
- Problem solving and logics
- Hand eye coordination
- Planning resource management and legistics
- Situational awareness
- Mapping skills
- memory and concentration

How is Minecraft regulated?
- Minecraft is family friendly and the initial minecraft series was rated PEGI 7 but later introduction stories were classified higher because narratives and dialogue were being introduced.

Minecraft Production, Distribution, Technology and Circulation

Video Game Key Words

Minecraft Highlighted Article

Minecraft Introduction

Video game: A game played by electronically manipulating images produced by a computer program on a monitor or other display.

Types of Video games: 
- RPG
-Sports
-Strategy
-Action/adventure
-Puzzle solving
-Construction
-FPS
-Simulation
-Horror
-Children's

Examples:

- Fortnite                                        -Cooking Mama                      -Sims

-Nintendogs                                   -Dinner Dash                           -Far Cry
-Fifa                                               -Big Brain academy                 -Rainbow 6 Siege
-GTA                                             -Sky Rim                                  -Fable
-NBA                                             -Mario Sonic                            -WWE
-UFC                                              -F1                                           -Assassin's Creed
-Wii Fit                                          -Just Dance                              -Wii Sports resort
-Crash Bandicoot                           -Rachet and Clank                   -We Sing
-Moshi Monsters                            -Guitar Hero                            -Monkey Ball
-Call of Duty                                  -Watch Dogs                            -Battlefield

Terminology:
-Games Consoles - A unit accommodating a set of controls for electronic or mechanical equipment.
-Sandbox Game - Construction; building from scratch. Changing roles of the 'look down generation.' Collaboration through gaming; multi-player
-Microsoft - Institution which owns videogames; Xbox and Minecraft
-Platforms - Different levels of gaming. Online Vs Moving images Vs Audio. Ways you can play (App, physically etc.). Multi-Platform - More than one way of playing; more platforms = wider variety.
-Servers - How the games run, where info is kept, enables games to be played.

Intro to Minecraft...
- Minecraft development - from 'online Lego'
- Multi - platform =  more available
- Open Sandbox - no limit
- Started as an 'indie'
- Critically and commercially successful
- From independent to mainstream - 125 million copies sold.

-Minecraft was created by Marcus 'Notch' Persson and developed by Mojang.

-These were independent, separate to and not financed by a big commercial company.
-But, as small independent products become successful, it is usual for larger organisations/owners to want to buy them.

6 reasons why Minecraft is successful...
- Infinite replayability - Sandbox (No limits)
-Strong community - creations are the marketing campaign
-Platform agnostic - Released on everything
-Co-opted by children - Household name
-Not limited by genre
-Fulfils human instinct to bring order to chaotic wilderness

Radio 1 BBC Breakfast Show Powerpoint

Institutional Factors and Marketing

First published in 1991 The Big Issue has gone from strength to strength to become the world’s most widely circulated street newspaper. It officially belongs to the hybrid genre of entertainment and social business and as such, runs regular reviews on films, book releases, theatre, music and art but no television listings – the entertainment aspect attracts advertising revenue while the editorial content is often critical of big business, banking and commerce and champions the political cause and role of the individual within society. David v Goliath narratives are common as downtrodden groups and disparate individuals fight corporate giants but the magazine has come under some criticism for its ‘flashy style’ as a street newspaper and as being overly commercial.

When John Bird and Gordon Roddick founded the magazine their aim was to offer homeless people, or people at risk of homelessness the opportunity to earn a legitimate income by selling the magazine – the cost of the magazine is £2-50 with £1-25 going to the trader. This was the primary objective of the magazine as an independent publication to offer a public service and to try and improve a social problem which they saw as endemic – John Bird MBE remains the Editor-in-Chief and still writes a regular column at the back of the magazine. Recently (January 2013) he appeared on BBC1’s discussion panel show Question Time surprising some viewers with his admission that he is a ‘working class Tory’. Other writers in the magazine Bird works with include professional journalists and new and established writers.

Bird’s own background was pivotal to launching The Big Issue – he was homeless at the age of 5, residing in an orphanage between 7 and 10 and had a spell in prison as a teenager. After leaving prison he slept rough on the streets of London before returning to prison in his late 20s. Four years after founding the magazine in 1995 he launched The Big Issue Foundation, a registered charity to further help the homeless. The Foundation provides magazine vendors with information, advice, guidance and support on a range of issues.

As an independent publication (published by The Big Issue Company Ltd.) it needed, and received £25,000 start up capital, donated by The Body Shop (the founder of the Body Shop, Anita Roddick was the wife of co Big Issue founder Gordon Roddick). At its peak The Big Issue sold 300,000 copies in 2001 but as sales declined over the decade (along with the circulation of all print media) it re-launched with a new look and new columnists including controversial Premier League footballer Joey Barton. Weekly circulation (every Monday) has improved to around 58,000 and presently there are 6000 registered sellers all over the UK with acknowledgement that there are also rogue traders (without large red jackets and clear id badges) who have ‘acquired’ copies of the magazine illegally. Most of the vendors conform to the male (85%) homeless stereotype, are 18-46 with broken relationships and subsequent problems given and the major reason for their homelessness

Audience Appeals

Undoubtedly there is an element of emotional fulfilment in buying a copy of The Big Issue – this feel good factor associated with charity giving has to be identified as one of the key appeals of the magazine. In making a purchase you may feel better ideologically knowing you are helping rough sleepers and the homeless. This is why ‘carers’ using psychographic research are targeted by the magazine. Using a different model of audience, the Uses and Gratifications model Surveillance very much applies as one of audience pleasures gained from reading the magazine. Information is available on socio political issues but also the entertainment aspect in that you can read about a current issue but then indulge in reviews and analysis of culture.

The target audience of The Big Issue also enjoy the fact that it speaks to them, in terms of modes of address ‘in their own language’ using an elaborated language code assuming a level of intelligence and cultural capital. This balanced approach cloaks up to a point any encoded ideology and massages carefully the readers’ understanding of key issues. Articles and stories assume some prior knowledge e.g. in the edition October 8th 2012 a piece on the American Presidential Debate required some knowledge of the American constitution and political history. Shared ideological beliefs is also a key appeal for the audience as notions of personal relationships apply – in the same edition an ironic advert for ‘Dick Sapphire’ lectures on how to make money targets the audience’s left wing, liberal leanings as they are aware the lectures are written and performed by comedian Rory Bremner­­, known for his strong political opinions on issues ranging from Health Care to Education and Politics. These are all areas audiences would expect The Big Issue to cover.

The reader is made to feel ‘independent’ by the reactionary, sometimes controversial approach the magazine has, against dominant mainstream culture. Even the adverts do not follow mainstream conventions with copy including National Book Tokens, ‘Let’s Trek for Children’ and Safer Medicines. There is an element of the alternative here with the caring, liberal audience appreciating the lack of adverts for high street brands whose primary objective is commercial gain. Along with this, even the celebrities found within the magazine are associated with more realist human interest stories while at the same time remaining aspirational as figures the target audience can identify with and relate to. The central story, “What’s your Revolution?” is a rhetorical question challenging the target audience making clear linking to the Communist Russian Revolution – this is an attempt by the magazine to return to left wing political values.

•       The connotations of the Russian Revolution are evidenced by intertextual reference to Constructivist art which references the cultural capital of an ABC1 demographic – the fist, stars and design are common to this art movement.

•       “Time to make a change” has a double meaning by referencing a need for political change but also by referring directly to new writers – Alex Salmond as leader of the SNP has obvious credentials to write for a politically motivated magazine, Bob Crow is the reactionary, left wing General Secretary of the RMT known for bringing railway workers out on strike while the Archbishop of York is an outspoken block cleric on issues of multiculturalism and homosexuality. The controversial Premier League footballer Joey Barton is included as a controversial figure who has been subject to considerable criticism and media speculation.

•       Dame Stephanie Shirley is the only female writer on the front cover which anchors the male dominated narratives and viewpoints contained within the magazine – Dame ‘Steve’ Shirley (adopting the name Steve to help her in the male dominated business world) is a businesswoman and philanthropist whose work has focussed on creating work opportunities for women with dependents.

Genre

•       As a hybrid magazine of entertainment and social business key entertainment conventions include reviews on television, film, book releases, theatre, music, the arts (see some display adverts). As identified before these entertainment aspects draw in advertising revenue as this is one of the key appeals of the magazine (see above). Front covers are nearly always entertainment based with frequent use of celebrity to anchor a narrative – see front page deconstruction below. The Big Issue remains an unusual hybrid as entertainment magazines are rarely hybridised with social business and as such this positions the magazine as having a USP.

•       In terms of social business, the magazine runs so called ‘serious stories’ – social issues e.g. AIDS in Africa, Wikileaks, liberal politics, ‘David and Goliath’ stories which commonly focus on individuals and their struggle against corporations in classic binary opposition. Definitions of social business are businesses that are associated with working for the benefit of the people e.g. Charities, Education, Healthcare, Housing…This is clearly identifiable as a key convention of The Big Issue as it places this as an ideological imperative. Businesses foregrounded often associated with a more caring approach include Virgin, Innocent Smoothie, Co-op Bank, Organic Milk, National Book Tokens, Skillset and the University of the Arts. Critical of big business, banking and commerce the articles are often anti-government, state control and use of power. Despite the unusual hybrid The Big Issue retains some of its generic features including regular articles at the back of the magazine by John Bird and a guarantee of a ‘big splash’, colour cover that is challenging and provoking.

Representation

•       Pluralistic representations reflect the fact that the magazine is independent – it offers a diverse range of representations but a key focus on minority groups e.g. the homeless which positions it as a media text that like The Guardian, foregrounds narratives about minority groups. Connotations of being politically liberal and socially aware and against mainstream representations are written into the magazine despite the prior admission as identified earlier of John Bird’s Conservative political sympathies. The Big Issue wants however to be seem as the antithesis of right wing political ideology and this is evident from front covers and content analysis.

•       In relation to gender the magazine has a male dominated narrative despite the alleged 59% readership (according to The Big Issue). I personally rarely see the magazine purchased by female consumers and the content seems to stereotypically target ‘male issues’. This is a problem for The Big Issue as it wants to appeal to both genders. The magazine is sold not exclusively but commonly by male vendors and homelessness in terms of statistics is a ‘male problem’. As difficult as these statistics are to interpret there are many, many more homeless males in the UK than female and as a result ABC1, educated male consumers are more likely to be aware of this.

•       Representations of Age is interesting - The Big Issue allegedly has a younger target audience according to the magazine’s own demographic analysis but many articles suggest a need for cultural capital associated with an older demographic e.g. one article on William Shatner as James T Kirk would present ‘problems’ for a younger reader. In this regard however statistics indicate that homeless people in the UK are more under 45 than over 45 with a significant percentage under 35. Representation of art and culture are preferred to mainstream entertainment which again would stereotypically attract an older audience with a positive focus on representations of working class culture despite the middle class readership.

•       Compared to any genre of magazine The Big Issue has low production values but compared to most other so called Street Magazines has higher production values. Again, as with most magazines The Big Issue is sustained by advertising revenue and by The Big Issue Foundation and supported by www.bigissue.com. The cover is often flamboyant, revealing a high level of cultural and political awareness (see above covers which use intertextual links to an Alfred Hitchcock film to link to budget cuts and debate on the power of television) but also understanding the cover is the main point of sale. The Big Issue is sold (points of distribution) in city centres, built up urban areas, train stations and shopping centres with the bulk in London where there is a high percentage of Romanian vendors. The magazine, although dealing with national issues is up to a point globally published being available in Australia, Japan, South Africa, South Korea, Namibia, Kenya, Taiwan and Malawi where content is bespoke to country and culture.

Big Issue Analysis

What to analyse:

- Overall layout/ composition
- Masthead
- cover lines
- Font size, type, colour etc
- Images/photos (Shot type, angle, focus)
- Mise En Scene (Clamps)
- Language/anchorage
- Narrative established

How does the combination of elements of media language;

- communicate messages and value?
- Reflect the political/social/cultural context?
- Establish the brand identity of the magazine?
- Construct and appeal to its target audience?

Representation:

- DR CAGES; People, places, themes.
- How do these representations reflect the industry context/ideology of The Big Issue?
- How is the audience positioned in relation to these representations?
- Is there any evidence of The Big Issue's ethos of a 'hand up not a hand out' and reinforcing the message that the magazine is achieving its aims. Is there an increased focus on campaigning and political journalism?
- Are a diverse range of people represented?
- Any empowering messages that position the audience to respond positively and align with this point of view?

Introductory Minecraft Essay

Minecraft is a successful and independent computer game designed in 2009 by self-taught Swedish programmer Markus Persson, who now claims he has approximately around 100 million users. It is described by many as a first-person 'sandbox game'. This means people can create their own experience, although in other terms, it is amazingly just a virtual landscape where people dig holes to collect blocks. It is an open structure where the player is free to play without specific objectives. Players in sandbox games are free to explore an environment, to choose which tasks they do, and often they have the ability to express themselves creatively within the game.

The whole aim of the game is for players to build structures out of textured cubes in a 3D world. They key activities are mining and crafting which lead to other activities in the game like exploration and combats. These millions of children who play minecraft usually play it online but the most popular methods of using it are Microsoft Windows, Mac, Xbox 360, some mobile phones and PlayStation 3. With all this access it makes it very easy for children and adults to find the game and get involved.

The game includes several different models of play, which allows players to customize the way they experience each world. They can play by single player or multiplayer. There are two game modes to choose from, the creative (where players have an unlimited number of blocks and items to build with and can't die) or survival (players must find and build all of the things and need to avoid death by hunger, injury or attack from hostile creatures). There are also different levels of difficulty, each with its own unique features and challenges. A lot of people describe the game as like building something out of Lego. The difference is that after you have built it you can mould the plastic and dye plants that you grow yourself. It then takes you on to an adventure inside guiding you through forests and deserts with mythical creatures/ monsters chasing you.

Adults seem to feel positively towards this game due to the fact there are a huge amount of outcomes that come with this game. It opens children’s minds and them to think creatively. There are only a few limits to what the game can do and vey little negatives on kids. This game shows kids that not all video games are about war and fighting but creating and using your brain. For example, parents would much rather have their kids play this than a war video game like ‘COD’. Because of the influence of the audience the game received millions of dollars in merchandise from T-shirts to toys and now events like minecon.

As the platform increased and more people heard about minecraft, versions of the game can now be purchased over the internet using Playstation Networks or Xbox Live Arcade. Recent additions include the Nintendo platform, which was excluded from the initial Minecraft releases. They are available to download from December 2015 with physical copies from June 2016 and most recently for Nintendo Switch and Nintendo 3DS.

Minecrafts commercial success did not come easily. In the year 2011 they released various versions of Minecraft and that’s when things started to turn. The first version to be released was Minecraft Pocket Edition was released on Sony Xperia Play, available on Sony Xperia smartphones. The official release was in November the same year and the game went ahead to win 5 awards Innovation Award, Best Downloadable Game, Best Debut Game, Audience Award and Seusmas McNally Grand Prize at three different conferences. The same year saw Minecraft become available on Android and iOS devices.

By 2012, Minecraft was available for Xbox 360 and Xbox Live. In 2013, Minecraft Pi Edition, which was allowed for educational purposes for novice programmers and players, was also released. In 2014 Microsoft acquired Minecraft intellectual property for $2.5 billion. In 2015, it reached 30 million copies sold. To date, over 121 official copies of the game have been sold across a variety of formats and platforms.

As a result of this on its release minecraft will continue to improve and increase the amount of players.