Audience Theorys

hyper dermic model based on passive consumption very significant to advertising.

Harold Laswell – Propaganda Technique in the World War “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission”. As Martin Moore notes, Laswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1.

in other words, there is the suggestion that the process of sending and receiving a message is NOT clear-cut, predictable or reliable and is dependent on a range of other factors that need to be taken into consideration. 

essay

In this essay I am going to apply a semiotic analysis to both the Tomb Raider and Metroid video games covers. I will be discussing what both games in detail. I will argue that tomb raider is both derogatory and negatively represents femininity for the social world and for the online community. However, I will also explain how the Metroid game could be shown in a more positive light and may represent femininity in a more positive way. 

Firstly, Tomb raider could be shown to portray a negative and sexualising view of females. One way in which this is shown is how she has exaggerated body features which is putting this idea in people’s minds that this is normal body to have however you wouldn’t not clearly find that in the real world. The reactionary design idea shows links to the ‘male gaze’ which is women looked at as sexual objects which make men feel empowered. This representation of the character Lara Croft helps to enable the idea of the objectification of women, and people who play this game may get the idea of the fact that this is normal and the standard in everyday life. Because of this the idea of the sexualisation of women is Widley normalised among people in the real world., this is a negative thing because I don’t see the idea of the sexualisation of women as a good thing.  

In the tomb raider games cover it also has some other negative aspects. For example, there are weapons that Lara croft is holding in her hand this is negative because the age rating for the game is 12 assuming people actually follow the age rating therefore could be people using the game that are younger. Therefore, people these young who are using the game are exposed to the usage of weapons and violence. This could therefore lead to the idea of interaction on reality linking to the game. This is negative as if they link interactions in the game to interactions in reality the interaction in the game is negative as there is violence. 332 

However, in the Metroid games cover it shows a more positive aspect on femininity. The character on the front of the game is dressed in a large robot suit which may seem at first glance like a male character as the character is presented at muscular and large which to most people is more on the stereotypical male side. Because of this the people who are seeing the game may assume that the character is not female, furthermore adding onto the myth that males should be more involved in the violence and confrontation rather than females. When looking into this in more detail I have discovered that the character Metroid is a female this shows a more positive take on the look on females in video games as in this the main character of the game is female and therefore isn’t the damsel in distress. This also presents the female character as strong and independent. This challenges the idea that females are all weak which is stereotyped in certain popular games, this could have the audience of the game to adopt a new idea of gender representation giving them more positive characters to idolise.  

However, the tomb raider does have some positive outtakes on femininity as the main character of the game, Lara croft, is a female breaking the stereotype that the female is the weak and feeble character in the game. Lara croft being the main character breaks the gender stereotype that the male needs to be the strong main character of the game. This could have the effect of empowering young girls to idolise this more positive protagonist rather than believing in the stereotype that brings down the female empowerment and makes women seem weak and incapable. Lara also looks strong and dominant on the cover of the game therefore adding to the positive view on women. Men in society are seen as the more dominant and powerful people this aspect stands out to me as it breaks that idea and presents a new idea of the empowerment of the female character. 

Furthermore, Metroid can also be seen in a more negative aspect as, however it does have a female heroine but she is in a male’s costume. This portrays the idea that women have to ‘dress up’ or hide to be able to be shown as strong and powerful. The character in this is in a huge robotic suit where at first glance you may think that it is a male because you cannot tell the gender of the person inside the suit. This is negative because it may present the idea that women will have to hide to be seen as stronger than a male character. However, from a business standpoint making the characters gender not visible could be to attract more sales as people may not want to buy the game if there is a female main character because of the link to the misogyny of society due to the idea that males are stronger. This depicts women in a negative way in my opinion as even though it is a woman main character she is hidden behind a more masculine wall. 

In conclusion both Tomb raider and Metroid have negative and positive aspects of the games covers that can be interpreted both ways. The Tomb Raider can be seen as negative because of the fact that they have sexualised the character Lara croft to fit the ‘male gaze’ therefore fitting into the stereotype that can satisfy young players. Metroid can also be seen as a negative view as the female characters identity is hidden behind a masculine robot this could possibly link to the stereotype that women are weak and incapable compared to men. However, The Tomb Raider can be seen as positive as the main character, Lara croft, is a female breaking the stereotype that women are weak and not as capable as males. Metroid can also be seen as a positive take on femininity as the character behind the robot is a female therefore showing that the female character can be as strong as a male character. It challenges the idea that women cannot fend for themself and also challenges the idea of women being the ‘damsel in destress’. I overall don’t think that either game covers presents femininity in a negative way. For example, in the tomb raider even though Lara croft is sexualised she however is shown to be a strong female character that can fend for herself showing women in a positive aspect breaking stereotypes of weakness. Another example is in Metroid even though the character is hidden behind a robot it is a female character and it shows that females are just as capable as males in the game because at first glance you can’t tell the gender of the character but she is seen as a strong individual, this also breaks the stereotype of women being weak and not as capable as men. This could adapt the mind so the people playing these games and therefore could eventually have a positive outcome in society in the future. 

My product model

  • QUANTITIVE:
  • – Social class: Of all class – Middle and upper, but targeted mainly at middle
  • – Income: Stable/ upper amounts – they’re a premium price so are targeted at more stable and higher amounts of income of people
  • – Education: A above average education. A good understanding of the human body and what certain protein products do for you and your training
  • – Target consumer: Adults who are aiming to become more physically fit, as well as being targeted at body builders and people who also aim to gain and produce muscle mass and/or burn fat
  • QUALITATIVE:
  • – The aspirer: Motivated by esteem and status, they want to be viewed and watched by others through their hard work in training. The training creates esteem for the user.
  • – The succeeder: They are motivated by control, control in their lifestyle and health. They possess high self-confidence and a heavy goal-orientation.

AUDIENCE THEORY – PSYCHOGRAPHIC PROFILES

Quantitative – Number based approach eg. counting sales, audience stats…

Qualitive – an individual interpretative approach considering why audiences consume or engage.

For example:

Quantitative: The product is targeted at men around the age of 25 and upwards who belong to any demographic classification above the established middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: generates an aspirational audience who are driven by others perception of them.

This is due to Georgio Armani being an expensive, high end brand

Quantitative: Product is targeted to females around the age of 14 and upwards who tend to be new affluent workers or from the technical middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: Generates mainstream audiences who prioritise basic needs over the desire for luxury.

This is because Maybelline is an affordable drug store brand

In terms of my Product: Jewellery

Quantitative: product aimed at women, possibly men as well, around the age of 20 and upwards. Consumer mostly comes from the upper and middle classes. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: Generates an aspirational audience who tend to be materialistic when it comes to balancing basic needs and the desire for luxury.

This is because my jewellery will be of a high quality and therefore will be more expensive than average high street prices (however also wont be as expensive as high end brands such as Gucci and LV)

audience theory – uses and gratifications (active selection)

This theory recognises the decision making processes of the audience themselves, rather than being influenced by opinion leaders or the source itself. Essentially, individuals sought out particular pleasures, uses and gratifications from individual media texts, which can be categorised as:

  1. information / education
  2. empathy and identity
  3. social interaction
  4. entertainment
  5. escapism


Georgio Armani Aftershave Tiffiny & Co RingMy product – Jewellery
Understanding
Self
Helps you discover your perfect scent This ring will make you want to get marriedHelps you discover the styles of jewellery you like and/or suit
EnjoymentYou will smell nicer to you and others around youIf you buy this ring for you life you will have a better marriageCan mix and match different necklaces to create different looks
Escapismyou will have a better, more secure life
Knowledge about
the world

Self confidence
and self esteem
You will feel more confident around womenThis ring will make you look like marriage-materialJewellery will make you feel more confident and put together
Strengthen connections with family and/or
friends
Buying this will make you more attractive to women When bought as an engagement ring, strengthens relationship with fiancé Can be given as a gift which will strengthen relationships between friends and family
Other

Audience Speculation

Research Product Speculation – Dior and Chanel

  • Quantitative : The social class of my research products such as Chanel and Dior are in the class of upper and middle, they are pricey for the lower class but not too expensive for the middle class. The income that would be appropriate for people who buy these products, their yearly income would be £45,000 – £85,000. As well, the suitable education for the community who wear these products would be successful in a university of a sort and have succeeded with high grades. The age grouped aimed through the advertisement of these products are 20 – 40 years of age.
  • Qualitative : The Psychographic Descriptor for these products would be ‘The Aspirer’ and ‘The Mainstreamer’. The Aspirer would want this product to show off their income status and what sort of designer brands they own. The Mainstreamer would want these products to have a pleasant aura around them.

Own Product Speculation – Swarovski Bracelet

  • Quantitative : The social class of my product such as a Swarovski bracelet is based in the upper and potential middle class. Meaning the fitting income range yearly would be 35,000+. On top of that, you could see people wearing Swarovski bracelets who have degrees, A-levels and middle way GCSE’s, around B’s and higher. The target market for Swarovski bracelets are 18 – 70 years of age, depending on the bracelet type.
  • Qualitative : The Psychographic Descriptor for these products would be ‘The Aspirer’ and ‘The Mainstreamer’. This is because the Aspirer would gain happiness from the posh, expensive, high end status by the crystal glass jewellery and the Mainstreamer would enjoy having a lavish item although it is not a necessity.