All posts by Dr McKinlay

Doctorate in Creative and Media Education. Head of Creative Technology Faculty, Hautlieu School, Jersey.

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Lara croft article

Lara Croft of TOMB RAIDER fame is a video game icon. She was one of the first female protagonists in a gaming industry filled with women in supporting roles. And she has come a long way.

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Lara has a strikingly different look in the latest release of TOMB RAIDER. Her evolution of character development – both physical design and story depth – says something about how we see women in pop culture and society over the last two decades that transcends bra size and hip sway.

The Lara Paradox

Lara’s combined independence, strength, intelligence make her a great role model. She can speak several languages. She knows how to use more weapons than most military personnel. She was born with a silver spoon in her mouth and walked away from it all, only to prove her mettle with survival. She authored several books based on the skills earned hard. What’s not to love?
 
Lara’s first iteration began in 1993. Like a diamond created from immense pressure, her first rendering came from an exhaustive revision process. The plan was to make her a male character not dissimilar from Indiana Jones until someone requested a more original idea to avoid a lawsuit.
 
Trying to counterbalance the predominantly negative female video game roles of the day, Lara’s creator Toby Gard avoided hypersexualized and dumbed-down character traits. The goal was to keep her realistic in build and level headed in nature.
 
But wait – what about the physical proportions that spurred both controversy and infamy? They seem to fly in the face of the original designer’s intent.
 
A simple design fluke and marketing are afoot here. When Gard accidentally increased her breast size by 150 percent, the creative team insisted it was maintained. The parent company’s marketing team found this to be a boon to breaking through the noise that would buoy their success. Males playing as female protagonists were mostly unheard of when Lara hit consoles and computers in a male-dominated market. Gamers were used to seeing women play the role of victim, seductress, or evil villainess. A nervous marketing department saw a solution in her dramatic design.

Admittedly, the parent company climbed out of a $2.6 million-dollar deficit to a $14.5 million-dollar profit within one year after TOMB RAIDER’s debut. Whether it was her cunning, independence, or unheard-of proportions, Lara attracted the eyes of the world. She landed countless sponsorship opportunities for swimsuits, credit cards, music videos, and more.
 
At the heart of it all was a disillusioned creator. Gard lost creative input into his leading lady to market forces. The original vision for Lara Croft would’ve been too busy reading manuscripts, hunting down treasures, and learning new languages to be a bikini model.
 
Those early days of strong female protagonists broke through the familiar tropes of women in gaming, but did the reliance on exaggerated physique simply create a new trope for the “sexy adventuress”? Although Lara is strong and independent, her character was still at the whims of male fantasy with her physique – paradoxically reducing her to sex appeal when there is so much more to love about her.

Deeper into the tomb

Changes to Lara after the first TOMB RAIDER were detailed aesthetics. Additional polygons provided more dimensions. Physics were added to her iconic braid so it moved with her as she tumbled past obstacles and enemies. She learned new tricks, such as hijacking vehicles and using powerful weaponry. TOMB RAIDER II (1997) and TOMB RAIDER III (1998) saw more new tricks, new moves, and a new battle wardrobe.
 

 
Character development became more interesting in TOMB RAIDER: THE LAST REVELATION (1999). In this game we begin to see flashbacks to Lara’s childhood, building out her history beyond an adventurous babe. She makes a near-fatal mistake by swapping the incorrect artifact. Story, however, overtook innovation.

Despite a holdout in design improvements, this is the beginning of the deeper story of Lara Croft leading up to the latest TOMB RAIDER release.
 
Lara took a breather for TOMB RAIDER CHRONICLES (2000) as most of the game was untold adventure flashbacks. The development team took a few years to refocus the franchise and reboot Lara in THE ANGEL OF DARKNESS (2003). Despite game bugs, the story and Lara’s character received rave reviews. Here was a darker, edgier version as she struggled to clear her name. Her serious demeanor, black-hued wardrobe, and a glance that could kill showed that this time, it is personal.

“What Could Lara Do?”

After a struggling release of THE ANGEL OF DARKNESS, Eidos handed over development to subsidiary Crystal Dynamics, the franchise’s current developer, revived it back to the glory days of TOMB RAIDER II with a smart move: consulting with the original creator Toby Gard. A mantra of “What Could Lara Do?” refocused efforts to create a more lifelike version of our favorite adventure heroine. In addition to design improvements, Lara was markedly given more focus on the end goal and less on the glorification of violence.

In TOMB RAIDER: LEGEND (2006), Lara’s appearance has improved with rich rendering and yet another refreshed wardrobe. Her dramatic proportions were retained – and even exaggerated – with a V-neck, midriff-exposing shirt. She was beginning to reach reality with the help of Gard: fluid movements, smooth game mechanics, and beautiful cinematic cut scenes.

Mother – daughter dynamics

Something to celebrate about LEGEND is its rare plot line that focuses on the relationship between two women. Lara’s backstory is brought to the forefront with the search of her mother. Although women are commonly brought to the forefront of gaming, many of them rely on male-female plot devices: the father training her daughter with an absent mother, the brawny man partnering up with the woman to help her overcome challenges, the lost lover that the woman is in search of.
 
If we’re talking true female empowerment, it’s important that we experience the less-common mother-daughter plot. It is an example of how women can fend for themselves without male reliance. Too often in media we see women pitted against each other, which reduces the common bond and power that women share. LEGEND breaks this trend – and proves a two-woman plotline can break records.

After a successful reboot of the original in TOMB RAIDER: ANNIVERSARY (2007), Crystal Dynamics and Gard were eager to rock their new Lara design on the final story in their trilogy. TOMB RAIDER: UNDERWORLD (2008). Here, like before, her proportions remain but her realism is embodied in innovation. Hiring a Hollywood stunt actress breathed new life into Lara’s movements to be completely realistic.

Lara’s new era

UNDERWORLD’s underwhelming sales prompted an overhaul of the TOMB RAIDER brand. Eidos was acquired by Japanese publisher Square Enix, which presented a perfect opportunity to reboot a series that seemed to be fading into the sunset. The team wanted a Lara that deeply resonated with people at a human level – and particularly with female gamers when nearly half of the video game-playing population is female. Now the team was ready to completely make over TOMB RAIDER (2013). Emphasis was placed on Lara’s depth of character instead of her physique. Realistic proportions made her more accessible as a person.

Her natural beauty shines through with consistent distances between her facial features and the shape of her lips instead of a polished veneer and pronounced chest. Her clothing is timeless. (I’d imagine cargo pants help protect you a little better instead of short-shorts when trying to survive.) Wind-swept hair sticks to the blood on her face. She patches herself up wherever she can with ragged cloth. Her come-hither eyes are replaced with stony determination.
 
This time her story is less about the glories of adventure and treasure. She is green to violence and crosses an emotional threshold as she grapples with murder.
 
We want to know this woman. We want to know what she’s been through. There’s something deep down in all of us that can relate to the new Lara. (Hopefully not on such dark terms.)

Empowering a generation of women

The latest TOMB RAIDER release coincided with a renewed effort to speak out against objectification. A male developer was fired after being called out by a woman for making sexual jokes. It ignited a debate across the Internet about how we address gender relations in professional and public settings.
 
On the heels of this conversation, TOMB RAIDER’s own community manager Meagan Marie wrote a brave blog post calling out inappropriate behavior directed at her panel of Lara Croft cosplayers at a gaming convention. Meagan’s story inspired many others to share theirs, including the awareness campaign Cosplay ≠ Consent.
 
I take heart that the story of Lara is woven into the dynamics at play here: sexual objectification, female empowerment, and her ability to inspire a generation of women to take a stand. Lara has blazed a trail for women in video games – and we will continue to evolve alongside her.

NEA / Print Language

For your NEA (coursework) you have to create a front covercontents page and double page spread for a magazine for gamers similar to PC Gamer, Pocket Tactics, Games TM.

There is more guidance on the NEA page but it is worth noting that all work (ie text, images and graphics) need to be original.

So let’s start by looking at some PC Gamer, Pocket Tactics and Games TM magazines. Then let’s look at some other gaming magazines.

TASK 1: make a gallery of front cover images using at least 12 front covers from either PC gamer, Pocket Tactics or Games TM. Upload and embed as a GALLERY not as single images.

next let’s apply some key language to some games magazines in class. TASK 2: assemble the packet of print language terms under 3 separate headings:

  • Image
  • Text
  • Layout

take a picture and upload to your blog.

Task 3: label every sign that you can see on the front cover of a games magazine (that will be handed out in class). Use as many of the key words as possible and if you need more than 1 label, make some more handwritten labels to use or print some out using the document below. Place all of your labels on the front cover. Take a picture and upload to your blog.

For more support and ideas look at this post:
http://mymediacreative.com/blog/2019/01/12/media-language/

Layout & Design

To move from our summer task work to our NEA / Coursework we need to revisit our layouts and designs – so you may either build on your summer task, or abandon it! Either way you need to produce a sketch of your intended front cover layout, thinking several key elements – the rule of thirds, your main signifier (usually a main image) and your masthead. As such, Task 4 is to get a piece of A4 paper and carefully think about your design and layout. Take a picture of this rough / initial sketch and upload to the blog. Use your research material to inform your choices, ideas and decisions and underneath this (uploaded) picture write up some annotations that give an insight into your intentions, ideas. Use key language and also reference your research material – please note that this is the start of your statement of intent see NEA information page above.

Intro to audience Theory

Basic audience theory is looking to investigate the relationship between ENCODING (the way that a message is CONSTRUCTED and DELIVERED) and DECODING (the way in which a message is RECEIVED and/or DECONSTRUCTED).

ENCODING . . . . . DECODING

follow this link for wiki info on Encode / Decode model (Stuart Hall)

When companies develop a new product they often construct a prototype or pilot around an ideal consumer. So for TASK 5: go back to your post that has your initial sketch and your initial ideas written up and describe the ideal consumer for your product. To help you could watch the video below which looks at the audience theory that suggests media products satisfy the USES AND GRATIFICATIONS OF THEIR TARGET CONSUMERS, in that sense, what are the uses and gratifications of your product/target audience, as ideally these should be matched.

Now that you have developed an initial idea for your product and have an initial idea of your target audience, Task 6 is to come up with a TITLE for your magazine and produce a convincing, creative, original and appropriate masthead in Photoshop. To do this YOU MUST MEASURE A REAL MEDIA MASTHEAD PRODUCT AND SET YOUR PHOTOSHOP DOCUMENT TO THAT EXACT SIZE. Make sure you think carefully about:

  • choice of font
  • colour
  • size, scale and positioning
  • the connotations of your choices

Test your ideas with the person sitting next to you, reflect on what they have to say and revise your decisions / product.

Semiotics a theory of Language

Key theorists

Usually in most media, cultural and communication courses there are three main theorists that are examined and applied:

  • C S Pierce
  • Ferdinand De Sausure
  • Roland Barthes

And generally the following key language is part of this process:

  • C S Pierce – icon / index / symbol
  • Ferdinand De Sausure – signifier / signified
  • Roland Barthes – denotation / connotation / myth

Overview

To provide some context and overview I will provide a brief explanation for each one:

C S Pierce

Pierce  (1839 -1914) was also a Linguist. Also interested in Language. Also therefore appropriate to Semiotics, when you are looking to use some key language to deconstruct a cultural text. Again he was looking to develop an understanding of the way in which Language is a way of connecting meaning to different signs. Often he is used to identify different types of sign, which can be categorised into three distinct categories:

  1. An iconic sign – which has a direct connection to its’ object (ie it looks or sounds like the object)
  2. An indexical sign – which has an indirect link to its’ object (think smells)
  3. A symbolic sign – which has a random or arbitary link based on a shared knowledge or an agreement, for example, a shared culture or language (think letters, words, writing, shapes, squiggles, colours, sound effects, facial expressions, hand gestures, clothing, hair styles, etc)

TASK 1: Go to your blog post that has your summer induction task and identify 6 x iconic signs, 6 x indexical signs & 6 x symbolic signs. Is it possible that a single sign may be in more than one category? In other words, is the colour red a symbolic and indexical sign?

Ferdinand de Sausure

Ferdinand Sausure (1857-1913) was interested in Linguistics, in other words, he was interested in Language – so you can see why we look at him in Media Studies. As a brief overview, he was interested in the connection between’ a thing’, ‘an object’, a something’ and the meaning that human beings then attach to ‘this thing’.

He wanted to explore this area, as it seemed to suggest that things don’t have an innate meaning, rather that meaning is given to things, often through some form of interaction – hence, the notion of symbolic interactionism.

Sausure then developed an approach to understanding the way in which meaning is created by detaching the signifier (the thing, the object) and the signified (the meaning). So it is important to try and use these two terms when referring to Sausure, when you are discussing key elements or signs in a text.

Roland Barthes

Roland Barthes (1915-1980) is often seen as a founding father of Media Studies, as many of his books look at the way in which media texts hold meaning. For example, Mythologies (1957) looks at wrestling, Roman films, soap powders and detergents, steak and chips, striptease, plastic . . .

Roland Barthes is often seen as a structuralist in other words, he was interested in tracing the relationship between significant societal structures, like the media and popular culture and identifying how they made an impact on society and individuals. In particular, he was interested in the ways in which dominant structures created dominant ideologies. To that end, he was keen to encourage a reading of cultural texts from an analysis of what they were (analysing the object), which operates at a denotative level (think for examples elements and signs that are in a newspaper, or radio programme, film, television, advert or web-page), to what they might mean, which is at a connotative level.

Beyond this Barthes felt that by understanding a range of meanings (connotations) from a range of similar texts (paradigms) it was possible to develop an understanding of an overarching dominant ideology or at a point that Barthes identifies as a myth. In other words, an argument is presented that suggests that the mass media contribute to a dominant ideology around gender, race, ethnicity, sexuality, religion, class and status, which are actually are myths. It could be then argued that these myths are actually in-line with the dominant ideology (attitudes, values and beliefs) of the dominant groups in society.

This aligns his views to a Marxist interpretation of society (one based on the ideas of Karl Marx), where the dominant ideology of society is actually the ideology of the dominant groups in society, which may not necessarily be in everybody’s interest or benefit.

The ideas of the ruling class are in every epoch the ruling ideas, i.e. the class which is the ruling material force of society, is at the same time its ruling intellectual force. The class which has the means of material production at its disposal, has control at the same time over the means of mental production, so that thereby, generally speaking, the ideas of those who lack the means of mental production are subject to it. The ruling ideas are nothing more than the ideal expression of the dominant material relationships, the dominant material relationships grasped as ideas.

Marx, German Ideology (1845)

Following this line of thought, cultural texts that appear to support the dominant ideology can the therefore referred to as ‘reactionary’ as opposed to texts which challenge the dominant ideology which can be referred to as ‘radical’. Although, what soon becomes apparent in any textual analysis is that most texts usually appear to have elements that are both radical and reactionary. As such, it may be necessary to think further about where meaning comes from, because if we think about it with reference to the theory of symbolic interactionism, then we need to consider the role of the audience in constructing meaning, as well as thinking about the role of the author of a text, or even the institution that made it. This idea can again be referenced to Barthes in his proposition of the ‘Death of the Author‘ and will be explored in another post. For now here is an excellent animated video that helps to explore some of the ideas that I have put forward.

TASK 2: Write up a blog post that provides a short definition and / or explanation for the following terms:

  1. Roland Barthes (his ideas of dominant signs / dominant ideology)
  2. C. S. Pierce (and his categories of sign)
  3. Ferdinand de Saussure (the separation of object and meaning)
  4. Semiotics,
  5. Sign,
  6. Signifier,
  7. Signified,
  8. an iconic sign,
  9. an indexical sign,
  10. a symbolic sign,
  11. Code,
  12. Dominant Signifier,
  13. Anchorage,
  14. Paradigm,
  15. Syntagm,
  16. Signifcation,
  17. Denotation,
  18. Connotation,
  19. Myth,
  20. Dominant Ideology,
  21. A radical text
  22. A reactionary text.

Media Language

To help you look at this post from my blog:
http://mymediacreative.com/blog/2019/04/18/semiotics/

When you study any form of communication (Art, Music, English, Maths, French etc) you need to recognise that there is a LANGUAGE that is full of signs, codes and conventions, organised around a grammar (a set of organising principles).

TASK 1: To investigate Language, let’s try to create one of our own! In one big group create a new sign that represents a new meaning – in other words, a single element of a possibly new complex language. Then in small groups develop 3 more signs (EACH PERSON IN THE GROUP) so that you then have about 15 new signs that form the basis of your new language. Make sure some of your signs are command signs (signs that get people to do things – sit, stand, greet, wave, nod etc)

TASK 2: Once you have developed some basic units of your new language, you will need to teach this new language to another group. Then let’s test the acquisition of this new language as a demonstration – ie communicating to each other in this new language (that is way command signs may be a good basis as we can see students responding based on the use of this new Language).

When we have created a new language through these practical activities we can then start to think about some of the theoretical ideas that underpin our knowledge of LANGUAGE.

Welcome to AS Media starting in September 2020

This is a teaching and learning blog that will be used during your AS Media course, which will be examined in May 2020. Although your coursework will be due in – JANUARY 1st 2020 – so please remember that date! When you join the course you will upload your work to this blog and your teachers will upload instructions and resources here. At present you may want to look at the syllabus, your coursework tasks (we will do Brief 2) and your induction task – all of which are links at the top of this page.

If you need to contact me about the course, your work, or you have any ideas, suggestions, concerns or worries about the AS Media course then just email me: m.mckinlay@hautlieu.sch.je