End of year 1 exam: Learner response

• Q1: 1/1 mark
• Q2: 1/1 mark
• Q3: 7/12 marks
• Q4: 5/8 marks
• Q5: 7/12 marks
• Q6: 2/2 marks
• Q7: 4/6 marks
• Q8: 2/2 marks
• Q9: 14/20 marks
• Q10: 12/20 marks

Question 9 number of paragraphs:4

Question 10 number of paragraphs:4

Q9) 
I agree that audiences are drawn to videogames with characters that are role models. This is because Lara Croft GO, a very popular game, features a skilled, intelligent protagonist. She provides a positive representation of women and wears clothes suitable for her activities rather than being overly sexualised. She holds the message that women can be just as skilled and capable as men and encourages many girls to be like her/play videogames. However, this is contradicted by the popular videogame, 'Kim Kardashian: Hollywood'. The protagonist of Kim Kardashian: Hollywood is predominantly interested in fashion and takes an interest in materialistic, superficial things. As a result, I believe the main audience gratification from Kim Kardashian: Hollywood was diversion as it provides superficial entertainment and doesn't focus on providing a good example for young people. Lara Croft, on the other hand, provides diversion and entertainment as well as utilising a strong, skilled positive female protagonist.

Q10)
I agree that the internet means audiences can choose celebrities rather than big media companies as the rise of social media platforms such as Youtube or VIne allows consumers to watch people they enjoy; they have the option to "share" or "like" content, which ultimately leads to more exposure and fame. For example, Zoella is an example of a celebrity chosen by the audience. Zoella could be classified as a prosumer-she produces content and also consumes the content of other youtubers which gives her an advantage as she is able to see what people enjoy watching and incorporate these ideas into her own videos. She is made likeable to the audience as she provides personal identity by reflecting the audience's interests in her videos. Internet stars, such as Zoella, are able to have full control over their content as they aren't being run by big media companies.

Exam Case Studies- Learner Response

WWW- Good level of detail for the most part. Good understanding of media terms and you are starting to use these more confidently (e.g ‘diverse’ and ‘iconography’ and ‘innovative gameplay) Well done!

EBI- Can you apply media theory (such as Todorov for narrative questions and Propp for character questions?) Some questions have simply not been answered. Why not? Always answer all questions and all parts of questions please. For instance, in the audience question, it asks ‘Why?’

LR- Answer any missing questions immediately (question 3 in representation part not answered and you are also missing marketing and promotion question in KK). Then re-read the articles and develop the detail of your answers to those questions. Try and attempt at least one of the extension tasks as you should be doing this regularly if you want to hit your high target grade.

Improved Kim Kardashian blog post:
Kim Kardashian: Hollywood-Case Study
Improved Lara Croft blog post:

Zoella CSP Case Study

Language

Read this Marie Clare article on Zoella as an online phenomenon.

1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella is an online beauty vlogger who makes videos on clothes, hair etc...She has released a range of successful products and currently has 12 million subscribers.
2) What is convergence?
When two or more media forms meet in one e.g Zoella’s website where you can buy her book, read her Twitter feed, see her Instagram photos and buy her beauty products
3) What are Zoella's videos about? Find five video titles and write them here:
'Full face of Glossier Makeup', 'Huge ASOS and Zara Haul', 'January Favourites 2018', 'My Everyday Winter Makeup', 'Ultimate Friendship Test with Mark'.
4) What are the codes and conventions of vlogging videos?

• A Vlog name which gives information about what it contains. 
• A question that underpins post.
• Quirky music.
• Writing on the screen.
• Speaker central to the screen and speaks directly to the camera.
• Some props to keep video engaging.
• Lots of cuts (jump cuts – where the camera position is the same).
• Different angles and shots for variety. 
• Personal – this builds connection and trust with audience.
• Often conversational and informal in tone.
• Makes the start as compelling as possible: the hook.

5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up.

Zoella wears quite modest, typically feminine clothes to portray herself as friendly and casual-"an ordinary girl-next-door type". Moreover, her mannerisms and video styles are worlds away from someone such as Kim Kardashian (Kardashian relies on her sexual nature whereas Zoella uses her approachable, youthful attitude to attract viewers).

Industries

1) How does Zoella make money?
Zoella makes money through ads and product placement in her Youtube videos. In addition, she uses endorsements and also makes money from her own products. It has been calculated that in 2014, Zoella earned £443.41 per hour.
2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is someone that can influence their audience online. Zoella is considered a role model and inspires many young girls so she is considered a digital influencer.
3) Why do companies want to place their products in Zoella's videos?
Zoella receives, on average, 22 million views per month. Additionally, she is viewed positively by some parents due to her sweet image-parents are more likely to allow their kids to buy products  she has approved.
4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
Youtube collaborations allow Zoella's following to grow as she has the chance to be exposed to a wider audience range.5) How has Zoella moved into a more traditional media landscape in recent years?
As Zoella has become more popular, she has begun to appear in more traditional forms of media such as magazines and TV. This is to keep up with the demand of content required of her as a big youtube star and also highlights how her audience is growing and changing.
Audience

1) Who is the target audience for Zoella's channel?

Zoella's target audience are teenage(12-18) girls that are interested in fashion and makeup.

2) How are audiences encouraged to participate in or feel part of Zoella's brand? 

3) What audience pleasures are provided by Zoella's videos and associated products?

Zoella provides escapism to young girls that can distract themselves with Zoella's picturesque life. Additionally, she provides personal identity as the audience can see their own interests reflected in Zoella's videos.4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?
Preferred (people who love Zoella): She is a modest, responsible role model who can give good advice as she teaches young people self confidence and gives simple tips.
Oppositional (people who hate Zoella): Her values are shallow and her image is based on materialistic things such as makeup and clothes. She teaches young girls that their looks are the most important things.
5) Why has Zoella been criticised by some people?
People have criticised Zoella for over pricing her products and she has been accused of exploiting her young fans. Furthermore, some of her products (i.e. her books) have been exposed as not being written by her-she simply put her name on the end product.

Representations

Read this Independent article arguing Zoella is a bad role model for young women.

Next, read this Independent article arguing the opposite. 

1) What is your opinion on this debate - is Zoella a positive role model for young women?
In my opinion, I believe Zoella's positive ideas of feminism and overcoming anxiety are good examples to set for young women. Although she is criticised for her interest in appearance, I don't believe her love for makeup and fashion is a bad thing, nor do I believe it's an excuse to overshadow her other qualities.  2) What representations of women are provided by Zoella?
3) What representations of celebrity are provided by Zoella? Is a self-made YouTube celebrity more authentic or positive than a traditional music or TV star?
Zoella makes celebrities seem more attainable as she became a celebrity from the comfort of her bedroom. Additionally, she is presented as more relateable and authentic.4) How does Zoella represent herself? Is this the real Zoe Sugg or a media construction designed to sell products?
Zoella presents herself as authentic and real however, it could be an act to pull off the 'big sister' act that allows girls to take her advice and view her as a role model.

Preliminary exercise: Science fiction continuity task

Statement of Intent: I am planning to make a short, minute long, video. It will feature a female student protagonist. The character will be wearing a school uniform as it plays into the plot of an undercover alien/robot carrying out an experiment on a group of students in high school. It will be set on the fire escape of C Block as the school setting adds to the plot. Additionally, the silver colour of the stairs is often connoted with sci-fi. It will only feature a single character as the isolation is intended to create a spooky atmosphere of mystery. The camera will follow the character through a long corridor and down the stairs (fire escape) in order to incorporate match on action. Furthermore, the character will be on the phone and we will only hear one side of the conversation so the audience will receive snippets of a conversation that should help with the enigmatic narrative.

Script:
[Several wide establishing shots of school grounds in various places: Different blocks]
No sound.
[Cut to C Block]
[Low angled shot]
Main character enters scene, echoing footsteps disrupts silence.
Character looks suspicious, keeps looking over shoulder.
[Close up shot/Handheld] [Tense music starts to build tension]
Follows character down corridor, shows fear
[Cut to medium shot]
Walking towards door
[Cut to shot of hand on doorhandle]
[Cut to character walking out door]
[Shots of character on stairs]
Character stops on stairs
[Music quietens]
Character pulls out phone
[Extreme close up of phone]
Dials number (008)
Character: Hello, this is integration unit 3 to Hub. We're already 2 men down. Requesting immediate                    assistance to the left wing of the base. The experiment has failed: they're onto us.
[Dramatic music]
[Flash of light]
[Screen goes black]

Setting: Takes shots of various places in school. Main part takes place in C Block.

Shot List:
1) Establishing/Panning shots-Different blocks
2)Low angled shot-Character walking down corridor
3)Close up-hand held shot of characters face
4)OTS shot-Walking down stairs
5)Extreme close up- Phone
6)Extreme close up-Doorhandle
7)Medium shot-Character pausing on stairs, out of breath
8) Close up- Character talking on phone

Kim Kardashian Hollywood CSP case study

Language

1) What is the objective when playing the Kim Kardashian: Hollywood game?
The aim of Kim Kardashian Hollywood is to work your way  up the celebrity scale from Z-List to A-List.
2) What is an A-list celebrity? Why is it important in Kim Kardashian: Hollywood?
An A-list celebrity is someone at the top of their game; they are very well known for what they do.
3) How do you download the Kim Kardashian: Hollywood game?
On the app store or google play store.
4) What is the narrative or storyline of Kim Kardashian: Hollywood? Where is it set?
The narrative of the game is to interact with other characters and carry out missions/dates in order to gain fans/fame and make it to the A list. It's set in the USA.
5) What characters can you play as? What characters appear in the game?

You play as your own avatar and you interact with famous characters such as Kim Kardashian and also members of her family.

Audience

1) Who is the intended audience for the Kim Kardashian Hollywood game? Why do you think this?

The intended audience is young girls who are aspirers and fans of reality TV.

2) What audience pleasures are provided by the game? Use Blumler & Katz's Uses and Gratifications theory.
One audience pleasure is escapism: players can temporarily live as a famous/influential character.3) Why is the game so addictive for audiences?

The game is addictive as it provides simple tasks to complete and you can watch your character level up.Read this article from Forbes on why the Kim Kardashian game is so successful. If the website is blocked in school, you can access the text of the article here.

4) Why does James Liu think Kim Kardashian: Hollywood is so successful?
Kim's star power allows her game to surpass other games in competition as her brand is very large; there's already lots of awareness.
5) What does James Liu suggest is the reason players keep coming back to the game?
The aesthetics of the game partnered with the realistic mechanic provide the player with game satisfaction.
Representations

1) What representations of women can be found in Kim Kardashian: Hollywood?
The representation of women are that they are materialistic and concerned with image and can only attain success through actions such as modelling and dating.
2) What representations of race, ethnicity or sexuality can be found in the game?
The game provides a diverse range in race, ethnicity and sexuality.
3) How does the game both reinforce and subvert stereotypes in the media?
The game reinforces stereotypes of women being interested in fashion and modelling and dating. However, it subverts stereotypes as it also shows the woman as being successful in her work life.
4) What does the game suggest regarding modern perceptions of celebrity and how to get famous?

The game suggests that people can easily get famous even without obvious abilities or talent.

5) How might someone criticise the representation of celebrity in Kim Kardashian: Hollywood?

Someone might criticise it as celebrities are seen as something everyone wants to aspire to.
Industries

1) How much does Kim Kardashian: Hollywood cost?
The game is free but involves in app purchases to buy things such as outfits. 
2) How does the game make money?
Through adverts and in app purchases.
3) What subscriptions are available to Kim Kardashian: Hollywood?

• Gold: 49.99 USD / month (or local equivalent)
• Silver: 19.99 USD / month (or local equivalent)
• Bronze: 4.99 USD / month (or local equivalent)

4) How was Kim Kardashian: Hollywood marketed and promoted?
Kim Kardashian was marketed heavily as being part of the Kardashian brand, attracting many fans. Furthermore it was promoted on Kim Kardashian's incredibly popular social media sites. Additionally, it was constantly being sold as having the ability to make you (your avatar) famous which is appealing to Kim's main demographic(aspirers).5) How does Kim Kardashian: Hollywood use media convergence to cross-promote the game and the Kardashian brand?
The game references the Kardashian TV show and also mentions the game in the TV show to simultaneously build the Kardashian brand and promote the game.

Lara Croft Go CSP case study

Language

1) Who is Lara Croft and when did she first appear in a videogame?
Lara Croft was the first female videogame character to be portrayed as a protagonist rather than a supporting role or a secondary character. She first appeared in the 1996 Eidos Playstation game Tomb Raider.
2) What classic films influenced the creation of Lara Croft and the Tomb Raider games?
The Lara Croft games were influenced by the Indiana Jones movies.
3) How has Lara Croft and Tomb Raider moved beyond just being a videogame?
Lara Croft has featured in films (the first starring Angelina Jolie; new 2018 version is rebooting the character). She has appeared on magazine covers more times than any supermodel. There have been advertising tie-ins, merchandise, comic books and  spin-offs featuring the character. The franchise has had numerous incarnations before Lara Croft Go in 2015. 
4) What devices can you play Lara Croft Go on?
The Lara Croft Go game can be played on mobile devices.
5) What type of game is Lara Croft Go?
The game is a turn based puzzle game.
6) How does Lara Croft Go use narrative (storyline)?
The narrative (influenced by Indiana Jones) follows the daughter of a famous archaeologist as she goes on journeys to save the ones she loves (her father).
7) What iconography can be found in Lara Croft Go? How does this help communicate the sub-genre of videogame?
The use of creatures such as snakes and spiders connote foreign places with venomous creatures-potentially a hot, dry country. The danger aspect highlights the action/adventure theme. Furthermore, her gadgets and weapons are synonymous with spies and emphasise her role as the hero.
8) What other characters or enemies feature in the game?
The games also feature a range of creatures (scorpions/snakes/spiders) under the influence of Queen Venom, who Lara must battle in order to complete a level.
9) What is the setting for Lara Croft Go? How does this compare to previous Lara Croft or Tomb Raider games?
The setting is in a jungle area with aspects of ancient relics and civilisation. This is a copy of the settings used in previous Lara Croft games in order to create brand loyalty and nostalgia for people that may have played older Lara Croft games.
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?  
The character of Lara Croft has gradually become less sexualised; her figure has become more realistic and her clothes are more practical for her activities. Rather than use her sexuality to attract users, they have instead relied on brand loyalty and female empowerment created by Lara.

Representation

1) How are women usually represented in videogames?
Women are usually portrayed as damsels in distress, and they often need saving by male protagonists.
2) How does the character of Lara Croft reinforce female stereotypes in the media?
Lara Croft is quite sexualised and is scantily dressed, which is impractical and may be done to attract male players.
3) How does the character of Lara Croft subvert female stereotypes in the media?
She subverts stereotypes as she plays a female action hero and is an empowered, strong heroine.
4) Why do some people believe the videogames industry is sexist and needs to change?
Some people believe the video game industry is sexist because for the first female hero in a videogame, they sexualised her in order to sell the game.
5) Do you think Lara Croft is an empowering feminist icon or just another objectified woman designed to appeal to male gamers? 
I think Lara Croft was intended to be an empowering feminist icon but in a bid to secure a male audience, they overly and unnecessarily sexualised her character despite her being an archeologist/badass hero. However, I do believe Lara is still being viewed as a feminist icon and she has a right to be as she was the first female videogame protagonist to have so much success. 
Industries

1) What does PEGI stand for?
Pan European Game Information2) What is PEGI's job?
To rate the content of games and determine the appropriate age rating.
3) Which company created Lara Croft Go?
Square Enix created Lara Croft after buying the franchise off Eidos Interactive.
4) What two popular videogame franchises were combined to create Lara Croft Go?
Hitman Go and Lara Croft:Tomb Raider
5) What else is part of the Lara Croft/Tomb Raider franchise?
Indiana Jones

Audience

1) Why might an audience enjoy playing Lara Croft Go?
An audience member might enjoy playing Lara Croft Go because of how similar the graphics/settings are to Tomb Raider.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.
It's on a mobile device so it can be played on the go (e.g. on the bus).3) How did Square Enix design Lara Croft to make it appealing to an audience?
4) Which of Blumler and Katz's Uses and Gratifications theory might apply to Lara Croft Go?
Diversion-the game provides entertainment
5) Who is the target audience for Lara Croft Go? How does brand loyalty contribute to this target audience?
Those interested in the quality of the innovative gameplay. Those with brand loyalty to the Hitman Go series. Those with brand loyalty based on the feminine empowerment displayed. Those with brand loyalty based on nostalgia or even the sexualisation of Lara Croft (especially if they played older Croft games when at a formative age)

Grade 8/9 extension tasks


Language
1) Watch some Lara Croft Go gameplay online or, even better, play the game yourself. How is the game constructed to attract and maintain the engagement of an audience?
The game is constructed to attract/maintain and audience as the simple graphics provide nostalgia and the simple puzzle games provide consumer satisfaction. Furthermore, the levels keep the audience playing the game as they should feel a desire to level up.
2) How is narrative, character, iconography and setting used to create intertextuality? (Links to other genres and media texts)
The iconography and narrative is supposed to be intertextualised with Indiana Jones(archaeology, adventurer, similar outfits). Additionally, the game is set up the same as Hitman Go.
Representation
1) Read this NME feature on the history of the Lara Croft character. Do you agree that she is now a 'feminist icon' rather than a 'trapezoid-boobed pinup'? What do these terms mean?
I agree that Lara Croft is no longer a 'trapezoid-boobed pinup' (referencing her initial , boxy figure) as the improved graphics have given a more natural figure and the graphic designers have also dialed down her drastically, unrealistic figure to make her look more like an athletic archaeologist. Therefore, she is able to be played as she an action hero, rather than focusing on her looks.
2) Have later versions of the Tomb Raider/Lara Croft franchise featured a less-sexualised version of the character? Does this suggest society is changing in its attitude towards women?
Lara Croft is increasingly being displayed as a less sexualised character. Her outfits are designed to be practical, rather than revealing or overly sexual. This reflects societies changing attitudes towards women: they are more than their looks, they can also be heros.

Magazines and advertising learner response

1)A decent try, you need to put in all the media terminology to bring this up.

2) Q1: 1
    Q2: 0
    Q3: 5
    Q4: 1
    Q5: 4
    Q6: 6

3) Magazine cover conventions:

• Central Image
• Slogan
• Colour scheme
• Bar code/date/price
• Title of publication

4) Reveal:

    Quotes from reality television stars use controversy ('sex' and 'jail' and 'stalker') to hint at the exciting stories inside.

    Cover lines use alliteration, exclamatory sentences/imperatives and direct address to involve and engage the audience with the content.

   Tatler:

    The setting is blurred which makes it look more exotic and uses an outdoor location juxtaposed with the glamorous outfit of the model.

    The use of strong makeup suggest luxury and socialising, which has synergy with the coverlines about socialisng and 'aristo'.

5) Nicola Adams-female boxer (boxing is seen as a masculine sport with very few females)

    Ade Adepitan-basketball player (able to be successful in sports despite his disability.) 

    Kanyah King-CEO of mobo awards (female people of colour can also be in positions of power.)

6) In the 1950's women were portrayed as submissive and often portrayed in the role of housewife. In the OMO advert, the woman has a startled expression as though the cleaning product is enough to please her. She wears makeup to show how a woman's appearance was seen as very important in the 1950's. Additionally, the anchorage text (with use of italics and repetition) creates a very condescending tone as though the women is inferior to others and she needs to be told very simply so she doesn't get confused.

In the Galaxy advert, the woman is still presented as a damsel in distress who needs saving from the bus by the male hero. However, the woman seems to carry an air of elegance and sophistication, suggesting she has more superiority in this advert and is not as simplistic as the female in the OMO advert. Towards the end, the woman is seen taking control of her situation and she is in charge which is a large difference from the naive women in the omo ad.

The NHS advert is vastly different as it incorporates women of ethnic minorities and portrays them in authoritarian roles. Women are shown as independent and academically able (female scientists). It also uses lyrics specifically aimed to empower women.