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ANALYSE THE RELATIONSHIP BETWEEN SIGNIFIERS AND SIGNIFIEDS IN THE TWO CSP GAMES COVERS

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In this essay, I will be applying a semiotic analysis to both the Metroid and Tomb Raider video game covers. This will include analyzing the semiotics (the study of signs, symbols, and signification) including symbolism and representation featured on the covers. 

I will argue that the representation of the female character on the cover of the Tomb Raider videogame is reactionary, in that it follows common sexualization and diminishment of females in the media industry. Firstly Lara Croft’s posture and her exaggerated body features is a classic example of the effect of Lara Mulvey’s theory The Male Gaze, in which she theorizes the male gaze is “the act of depicting women and the world, in the visual arts and in literature, from a masculine, heterosexual perspective that presents and represents women as sexual objects for the pleasure of the heterosexual male viewer.” This is a direct contrast to the main character on the Metroid games cover. This character

Moreover, Tomb Raider’s games arguably portray women in a positive sense in many other ways. The key signifier, Lara croft, is holding multiple guns in the very center of the cover because the game only has a 12-year-old rating (stereotypical young male video game players, a particularly susceptible group, are fully exposed to the use of guns and in a way, this will desensitize them as well as alter their expectations of everyday life, creating this alternative perception of the real world as well as how women act and are perceived.

The character on the cover of Metroid is completely radical, in that it is an unfamiliar representation of a female character as for once they are not overexposed to appeal to certain demographic so that a major corporation can capitalize on the modern portrayal of females in the gaming industry by using their body to attract attention and gain sales; for once the female character is full clothes and is in fact wearing a futuristic, warrior-esque metal combat suit and is confidently brandishing a large weapon. This portrayal of a female videogame protagonist simply just presents the character as a warrior.

In conclusion, both the ‘Tomb Raider’ and ‘Metroid’ covers feature signifiers tied to masculinity and power which are opposed by the use of two female characters. Both characters are represented in an equal way as a result of the main character being female, this is presumed as both can be said that they suggest some sort of radical representation due to their bravery and independence as well as their female body’s being sexualized to please and entertain the assumed straight male demographic that these mega-corporations try to appeal to in an attempt to make maximum sales and profit. However, the Metroid cover could be argued to be in fact, less radical as a result of the assumption that the main character is a male on the front cover because of their stature, build, weapon, and large appearance. 

Audience, Exam Prep

Audience Theory

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Hypodermic model based on passive consumption which is significant to advertising. The idea of telling someone to do something and they do it.

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.

Shannon and Weaver in 1949, as the Transmission model of Communication, which included other elements, such as NOISE, ERROR, ENCODING and FEEDBACK.

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. 

Audience, Exam Prep

audience theory

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hypodermic model (passive consumption)-

Early theoretical work on the relationship of media consumption are often traced back to Harold Lasswell, who developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘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, Lasswell, 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. 

To illustrate his hypothesis, in 1948 he developed a linear model of communication, one that breaks down the line of communication from point A to point B, in which the SENDER is transferring a MESSAGE, through a MEDIUM (eg Print, radio, TV, etc) that has a direct effect on the RECEIVER. 

components of lasswells model.

if i had a product which i was advertising, i would employee people with the same aspects on the product, if they were truly passionate about the product they would be able sell it well.😘

Audience, Exam Prep

Audience Theory

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hypodermic model (passive consumption)

Early theoretical work on the relationship (or effects) of media consumption are often traced back to Harold Laswell.

After the end of WWII, social science researchers began to investigate the way in which communication – and particularly, political communication – was used to disseminate propaganda. 

1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’.

If I had a product to advertise I would employ

Audience, Exam Prep

audience theory

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NOTES:

– Increase in audience research during WW2, propaganda used through a hypodermic model

– Hypodermic model (passive consumption): done as told through media and adverting… such as propaganda during WW2

– Passive consumption, very significant to advertising – the slow and instilled forced idea and/or belief into someone own theories through various media techniques

– Active consumption: The people engage in the media themselves, consciously, to then buy a product by choice, despite it may being an ill wise decision

– 2 step flow of communication: When the information for the media is the first step, and then the info goes to the main influencers to then be consumed by the masses through the influencers

– Lasswell’s Linear Model of Communication: Who (sender)…. Says What (message)…. Channel (medium)…. To Whom (receiver)…. The Effect (Feedback)

– In 1927 Harold Lasswell wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’

Audience, Exam Prep

AUDIENCE THEORY – ALEX HENRY

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Notes:

-The Hypodermic model: Telling someone to do something and they listen through media.

-Passive Consumption: The idea of people being drip fed an idea or belief to slowly change someone’s view on a subject over time through media.

-Simple linear process: Harold Laswell’s idea of the linear model of communication.
->WHO > SAYS WHAT > THROUGH WHAT CHANNEL > TO WHOM > TO WHAT EFFECT.

–Two-Step Flow: – The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.

–Active consumption: The idea that people engage with the media, causing them to purchase the product

Audience, Notes, Theory

AUDIENCE

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  • After World War 2, the use of mass media increased. In the 1940’s and 50’s, mainstream media took off. TV’s were widely used, this kick started research into the way in which audiences are influenced.
  • The ‘Hypodermic Needle Theory’ = The passive consumption of audiences. When audiences are being ‘injected’ with media, they are ‘knocked into submission’ and go along with the messages the media promote.
  • Harold Laswell = Wrote a novel called ‘Propaganda Technique in The World War’ in 1927 following his own experience serving in WWI. He later created a linear model of communication. Theory work around the effect of media communication and consumption trace back to him.
  • ‘Two Step Flow of Communication’ = Encapsulates the idea that media messages are not directly ‘injected’ into the mass audience, they are ‘injected’ into the ‘important’ people, or ‘opinion leaders’, who then promote this message to the masses.
  • Shannon and Weaver = 1949, Adapted Laswell’s theory and created the ‘Transmission model of Communication‘
  • Paul Lazarfeld = Believed that the linear communication model was too simple and did not factor in the different ways in which media messages could be communicated.
  • Uses and Gratifications (Active Selection) – Elihu Katz posed the question of ‘what does media do to people?’. Research into this started with McQuail and Blumler.
Two-Step Flow Communication Model | Study.com
Two Step Flow of Communication

Psychographic Profiles (Used to distinguish the different types of audiences and product customers):

The Explorer – motivated by the need for discovery.

The Resigned– motivated by survival needs.

The Aspirer – motivated by esteem/status needs.

The Mainstreamer – motivated by belonging needs.

The Reformer – motivated by enlightenment needs.

The Succeeder – motivated by the need for control.

The Struggler – motivated by escapism needs.

Essays, Exam Prep, Metroid, Representation, Semiotics, Tomb Raider

CSP Game cover essay

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ANALYSE THE RELATIONSHIP BETWEEN SIGNIFIERS AND SIGNIFIEDS IN THE TWO CSP GAMES COVERS. 

The relationship between signifiers and signified in the two CSP games covers can be seen and analysed in multiple different ways. For example, feminist film expert, Laura Mulvey invented the concept of women being looked at in a very sexualised way by males in order to make them feel important and better about themselves, objectifying them. This is called the ‘Male Gaze’. For example, in ‘Tomb Raider’ the main thought as you look at the front cover is immediately the stereotype of women in a ‘man’s eyes’ in video games. This can be supported by the iconic signs such as the props Lara Croft is holding/has on her person, which symbolises her being strong, appearing more attractive to males. Another part of this to mention is the way Lara Croft has been portrayed with exaggerated body parts in order for the males to enjoy the game more, which of course is seen as reactionary. 

While Tomb Raider can be seen as a very negative representation of feminism and is reactionary for its audience, you could also argue that it is radical. For example, the very fact that it shows a woman having the ability to be strong, involved in action and have the practice in firearms, proves that women do not always have to be the ‘damsel in distress’ as several videos ‘Feminist Frequency’ have posted explaining. Most video games that include female characters usually have them kidnapped or something happen to them at the beginning of the story, so the main character (a male) can save them from the danger, subtly hinting that women cannot save themselves. The quote “This poor representation of Asian women perpetuates the stereotype that they are meek, submissive, sexual objects who exist purely for men’s entertainment” from the article ‘Levelling up Representation’ indicates in detail about not only women in general but women with specific ethnicities being sexualised and objectified for men’s entertainment. 

Another way that further explains this is the concept of ‘Feminist, female, feminine’ introduced by Toril Moi, where the difference between the three is explained, and how there is ‘male’ and ‘manly’ but no equivalent for ‘feminist’. This instantly shows that males have always had a sense of authority and hierarchy over females, which can be seen in the game cover of Metroid. The cover presents a very strong, manly character in a suit that can be described as ‘only male characters wear’. At the very end of the game, the manly character reveals themselves to be female. This suggests how nobody knows until the end of the game, many people who play the game automatically assume it’s a male because of the appearance in the ’suit’ and that stereotypically, women don’t present themselves that way, once again showing that males have more authority over women. Once Samus (the character) reveals to be a female, it shows that you will never know what gender the character is. Would it decrease sales of the game if it was known from the start that Samus was a female? When she reveals herself, she is massively over sexualised wearing a tight blue suit and has her hair in a long ponytail. The juxtaposition between a very ‘manly’, strong character who ends up being, yet another over sexualised female is major and should not be allowed. 

In summary, I believe that the two game covers are reactionary for its audience, both males. For Tomb Raider, the character is female and extremely over sexualised, allowing customers to purchase the game more as they are attracted to the front cover. For Metroid, the character is male and is perceived as strong, again allowing the customers to buy it more as the male audience like the fact the character is strong and manly. Both are seen as reactionary and radical in their own ways and I personally think that they should do better and think about how they are perceiving women and how damaging that is. 

Audience, Exam Prep

AUDIENCE: THEORIES AND APPROACHES.

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1. ‘Hypodermic Needle’ Theory

After the end of WWII, social science researchers began to investigate the way in which communication – and particularly, political communication – was used to disseminate propaganda. As such, from the end of the 1940’s and into the 1950’s, there was not only an expansion of new media forms, for example, the number of TV licences shot up from 763,000 in 1951 to 3.2 million in 1954 (How the Coronation kick-started the love of television), but, there was also an expansion of research into the effects of television. Many of which are now found on the specifications of media studies courses.

1. Hypodermic model (passive consumption)

Early theoretical work on the relationship (or effects) of media consumption are often traced back to Harold Lasswell, who developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’ (link). As Martin Moore notes, Lasswell, 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 (2019:122). 

To illustrate his hypothesis, in 1948 he developed a linear model of communication, one that breaks down the line of communication from point A to point B, in which the SENDER is transferring a MESSAGE, through a MEDIUM (eg Print, radio, TV, etc) that has a direct effect on the RECEIVER. 

Or to be correct: WHO, SAYS WHAT, THROUGH WHAT CHANNEL, TO WHOM, TO WHAT EFFECT.

In this sense, this is a HYPODERMIC MODEL OF MEDIA EFFECT, in that the model proposes a clear, linear (and perhaps unaltered) connection between message sent > message received. This model has, as we shall highlight, been the subject of much analysis and review. However, the basic premise remains, that we need to understand what message is being sent, to who, how and to what (intended) effect. Further, that there is a clear relationship between sending a message and receiving a message.

TASK 1:

Create a new post called AUDIENCE THEORY (don’t forget to give it a category / categories – Audience, exam prep, notes etc).

  1. Make some notes about hypodermic model, passive audience, Lasswell etc.
  2. Draw out Lasswell’s model (use PPT, save as JPEG and upload to your blog) in relation to 1 or 2 of your research adverts.

This approach was later adapted by Shannon and Weaver in 1949, as the Transmission model of Communication, which included other elements, such as NOISE, ERROR, ENCODING and FEEDBACK.

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. 

Task 2:

Adapt your model from Task 1 and add in some points which show a disruption to this linear process. In other words, think about what might happen at each stage of the process to disrupt or alter the process of communication. You would be well to discuss this proposition in a small group first and then draw out your adapted model. Again use ppt, save as JPEG and upload to the blog.

Task 3:

Can you now put your product that you are looking to advertise into Lasswell’s communication model? Make sure you note any possible disruption (ie Shannon and Weaver). As ever, save as JPEG and upload to your blog.

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