starter)

Passive audience – People who accept media at face value without challenging, or interpreting it in their own way. These people are likely to be affected directly by the messages

Active audience – People who challenge and interpret media, they will respond to it.

1)

Bandura believed that nearly all audience were a passive audience, and were very likely to mimic anything shown to them, as they would be directly influenced. However because this was based on an experiment he devised in 1961, the internet hadn’t existed.

The introduction of the internet made Jenkins and Shirky realise audience are far more of an active audience. The internet loosened the barriers to all forms of media and communication allowing audience to collaborate with their ideas, and passive audience were now capable in becoming an active audience.

2)

1.Investors like the video game market so much as it is an ever expanding market, and has surpassed the total revenue of both music and film combined. It is also one of the fastest growing markets ever.

2.e-sports are when people compete over games, such as first person shooters or strategy games, and competitions can be held between teams, which becomes live streamed, and becoming similar to how people compete in and watch sports.

3.Video games are no longer just accessed by physical discs or game cartridges, but can be downloaded digitally, played on console or on a phone, and recently cloud games have been introduced, so you can play a game straight from a server, removing the need to wait for downloading a game, at the expense of performance quality.

4.FPS stands for First Person shooter, and MMORPG stand for Massive Multiplayer Online Role Playing Games

3)

In case study 1, the article doesn’t necessarily blame, however heavily implies that Adam’s obsessive practice in FPS games had prepared him for committing the massacre, however other problems lied with mental health issues, lack of social interaction, lack of restraint to this violent environment, etc… This is a case of DISPROPORTION as the media is twisting the facts, as the use the game evidence as it’s headline, despite that only being a factor of the whole issue.

In case study 2, the article is directly criticising some Korean’s obsessive nature over gaming, so much so that they propose direct evidence that shows it leading to the loss life in multiple cases. It mentions how member of the Korean government propose bills to restrict hours on online gaming to prevent such incidents. This is a case of CONCERN as some people have recognised are trying to tackle this issue.

4)

Case study 1 – A boy named Adam Lanza created a hugely unhealthy mindset on military style violence, one way in which he showed this was through his obsessive gameplay on FPS games, however he also suffered from mental health problems which he refused to take medication for, that combined with other factors resulted in him massacring nearly 30 people in a school.

Case study 2 – A Korean couple were jobless and gave birth to a premature baby, causing them to lose the will to live a normal life and sink nearly all their time playing a virtual life simulator. Because of this they had neglected the 3 month old baby, leaving it to die of malnourishment. Other cases had been reported of extreme uses of the internet and games in Korea such as this one.

5)

Livingstone and Lunt believe there is a need for age rating on media so that people aren’t exposed to material inappropriate for them. There is the argument to be made that people should have the freedom to explore different types of games without restriction, however these age ratings are to help children develop properly, and not be exposed to a desensitized by certain material at a young age.

7)

Guerrilla Games developed Horizon Forbidden West, with an age rating of 16

This game was developed in the Netherlands

Horizon Forbidden West is an action role-playing game where Aloy ventures into an uncharted frontier known as the Forbidden West, a post-apocalyptic version of the Western United States to investigate a mysterious plague. This is played in a third person perspective

This game was released February 18 2022

8)

EA mobile initially developed Sims FreePlay, and later Fire Monkeys Studios, with an age rating of 12

This game was developed in America

Sims FreePlay is a strategic life simulator where the player creates families and homes, and takes them on the story they create. This is played in a third person view perspective.

This game was released December 15 2011

9)

Aloy…

Challenges dominant ideologies by creating this strong female, non-sexualised protagonist. Unlike some other game producers, Guerrilla Games did not aim to make Aloy visually appealing through the male gaze.

Reinforces dominant ideologies by

Sims characters…

challenge dominant ideologies by giving the player the freedom to create a character who challenges dominant ideologies. This means that

Genres are made up of similarities and differences.

An example of a similarity in e.g. horror genre, this is known to be associated and built up around reoccurring elements or features. Some reoccurring themes may be dark/low key lighting, a forest and a group of teenagers. The audience then becomes familiar with these features and associate them to the horror genre.

An example of a difference in, e.g. horror genre is the majority of movies follow a similar or the same story structure, e.g. Freitag’s Pyramid, but a few movies may change the structure of their stories a bit to have a sense of difference between these other media productions.

The Sims FreePlay was developed by EA Mobile and Firemonkeys Studios. It has a PEGI rating of 12, due to themes that may be unsuitable for younger children.

EA Mobile is based in America, whereas Firemonkeys Studios is an Australian developer, making the game a global product.

The game is a single player mobile strategic life simulation focusing on emotional and social needs of characters, as opposed to having a specific narrative story.

The game was released on various different platforms over different time periods. It’s iOS release was on December 15 2011, Android on February 15 2012, Blackberry on July 31 2013 and Windows Phone on September 12 2013. It is still updated to this day, although Windows Phone support ended in 2017.

CSP Focus – Representation

Task 11: Using the table below, consider the ways in which the CSPs reinforce or challenge dominant ideologies around the representation of women.

Applying Feminist Theory

Task 12: To what extent can Aloy be regarded as a feminist icon?

Task 13: Intertextuality – How has her character design been influenced by representations of women in sci-fi films?

Applying Queer Theory

Task 14: How do Butler’s ideas on Gender Performativity connect with representations of characters featured in the CSPs?

Task 15: Explain the differences in the narrative structure featured in the three CSPs

Task 16: To what extent do you agree that representations of gender reinforce dominant ideologies?

Task 2:

• Why, according to the news report, do investors like the video game industry so much?

Investors like the video game industry because of it’s rising popularity, roughly 26% of the world’s population are gamers, and revenue, In 2020, the gaming industry generated $155 billion in revenue.

• What are Esports?

It is a form of competition using video games. Esports often takes the form of organized, multiplayer video game competitions, particularly between professional players, played individually or as teams.

• How is new digital media technology changing the way that video games are accessed by consumers?

The percentage of time spent gaming on mobile devices has eclipsed these more traditional gaming platforms and the influence of the internet.

Producers are now able to directly connect with players, share updates, and get feedback, building a community around a game, this boosts player engagement.

• What does FPS and MMORP stand for?

FPS stands for First Person Shooters and MMORP stands for Massively Multiplayer Online Role-Playing.

Video Games and Moral Panics

The term Moral Panics was coined by Stanley Cohen. The term refers to a mass movement based on the false or exaggerated perception that some cultural behaviour or group of people is dangerously deviant and poses a threat to society’s values and interests.

Goode and Nehuda suggested that moral panics are defined by at least five crucial element, these are:

• Concern – In this first stage of a moral panic, there is a heightened level of concern towards some sort of deviant behaviour or concept. This concern, or fear, is evident in the increased media attention, such as editorials, exclamatory headlines, trends and the number of shares and retweets.
• Hostility – The negative reporting of the events increases the level hostility against the group of people in question. They are consistently categorised as the enemy of society because they are threatening the established order and values. They are stereotyped and defined as the Other.
• Consensus – In a moral panic, there must be widespread agreement, or consensus, that the threat posed by the deviant behaviour is substantial and serious. 
• Disproportionality –  The media’s representation of the deviant behaviour is disproportionate to the actual threat.
• Volatility – Moral panics are unpredictable and volatile. They can “erupt fairly suddenly” or “lie dormant” until another scandal hits the headlines.

Task 3: Apply the above to any of the video game case studies featured.

Task 4: Case Studies

Case study one: Sandy Hook shootings influenced by “Call of Duty” and other FPS games.

Case study two: Korean couple starve child 2014 while raising virtual one online in MMORP.

Research into the affects of video games on audiences

The Byron Review 2008 – This study highlighted the need of PEGI ratings.

Anderson et al 2000+ – Shows a correlation between playing violent video games and showing violent behaviour. It also shows the correlation of lower academic achievement.

Media Regulation – The PEGI System

The PEGI System is a video game content rating system which allows consumers to see if the game’s content is suitable for them or others.

The ratings are 3, 7, 12, 16 and 18.

Livingstone and Lunt Regulation Theory, Key Information:

• There is an underlying struggle in recent UK regulation policy between the need to further the interests of citizens and the need to further the interests of consumers on the other. 
• It argues that the interests of citizens and those of consumers cannot be easily reconciled.
• The theorists noticed that regulating media to protect citizens from harmful content can limit freedom of expression.
• They say that consumers require regulation to protect against detriment.

Task 5: How does the work of Video Standards Council connect with the ideas of Livingstone and Lunt on the need for Media Regulation?

The VSC’s work connects with Livingstone and Lunt’s ideas because the PEGI System regulates what ages are able to play and purchase certain games in order to not expose vulnerable age groups to content that is inappropriate for them.

Video Games and Addiction

Recently there was a study, by Brigham Young University 2020, that took place for six years, the study was on video game addiction. The results found that 90% of gamers don’t play in ways that is harmful or causes negative long-term consequences, however, a minority of people were found to become severally addicted to games and would suffer mentally, socially and behaviourally as a result.

Task 6: Explain how the latest research into the connection between playing video games and addiction serves to reinforce or challenge the ideas of Bandura, Shirky and Jenkins?

The latest research into video games and addiction both reinforces and challenges the ideas of Bandura, Shirky and Jenkins.

The vast minority of people who get addicted to video games often result in developing destructive and damaging behaviours, this links to and reinforces Bandura’s theory because by observing the characters and content of the video game these gamers start mimicking and learning these “new skills” which results into altering their old behaviours.

This also reinforces Shirky’s End of Audience theory. His theory stated that mass amateurisation allows anyone to create new forms of media and are able to compete with large, professional institutions, this links to the latest research on video games and addiction because with these type of capabilities, people become more addicted with creating their own content and using it to challenge others which leads to destruction and conflicts. We can see this similarity of behaviour through those who become severally addicted to video games.

On the other hand, this theory challenges Jenkins’ theory of participatory culture. This is because his theory states that members in a participatory culture, e.g. a gaming community, contribute and connect with one another, however this latest research goes against this theory as this minority of people are often socially distancing themselves from others and the outside world, they don’t connect or contribute to their community.

Task 7: Horizon Forbidden West

• Who made the game?

Guerrilla Games

• What is the audience rating?

PEGI 16

• Where was it made?

The game was made in Amsterdam, Netherlands.

• what is the genre, player perspective and narrative content?

Action role-playing game in a third-person perspective that is set in a world populated by dangerous, animalistic machines.

• Why was it chosen?

Because of it’s advanced visuals, combat, the cast’s performance and quest design.

Task 8: Sims FreePlay

• Who made the game?

EA Mobile and Firemonkeys Studios

• What is the audience rating

PEGI 12

• Where was it made?

America

• What is the genre, player perspective and narrative content?

Strategic life simulation game in a third person perspective. Players create and manage their own virtual characters, known as Sims, players then are tasked to fulfil the needs and desires of their characters by cooking meals, going to work, and building relationships with other Sims

CSP Focus: Media Effects Theories

Task 9: Look at Neuman’s table and highlight any of the theories that you feel you need to know more about and then find further info on those theories.

Media Audience Sample Question: How useful are some of these theories in understanding the relationship between media audiences and texts?

Horizon Forbidden West was developed by Guerrilla Games and published by Sony Interactive Entertainment. It received a PEGI audience rating of 16.

Guerrilla Games, part of PlayStation Studios, is based in Amsterdam, which is where their games are developed, including Horizon Forbidden West.

The game is a single player action RPG, with a post apocalyptic narrative in which the audience play as Aloy, who battles a robot swarm in order to investigate a dangerous plague. It is a third person game, as opposed to using a POV perspective like an FPS would. It is also the sequel to Horizon Zero Dawn, a 2017 PS4 Game.

The game launched for PS4 and PS5 on February 18th 2022, and released on PC on 21st March 2024.

CSP:

• Horizon Forbidden West
• Sims Free Play

Define the terms:

Active Audience – An audience that engages, interprets and responds to a media text in different ways and is capable of challenging the ideas encoded in it.

Passive Audience – An audience that is more likely to accept the messages encoded in a media text without challenge and are therefore more likely to be directly affected by the messages.

In what ways do media products impact audiences cognitively, affectively and behaviourally?

One way in which media products impact audiences is through entertainment and diversion. Audiences consume these media products, such as fantasy films, as an escapism from their everyday lives.

Another way audiences are impacted is through informative and educational products. Audiences consume this when they want to be informed and educated, these products inform them of what is happening in the real world. An example of this is documentaries.

Social interaction is another strategy that media products use to impact their audiences. Shows like X Factor provoke interaction and spark and immediate reaction from the audience while the action is happening.

One last way media products impact audiences is through personal identity. Audience members may choose to consume this as a way of comparing their life experiences with those represented the product, for example soap operas.

Albert Bandura – Social Learning Theory

The Social learning theory is a theory that emphasizes observational learning, or acquiring new skills or information, or altering old behaviours by watching others rather than overt, trial-and-error behaviour.

It considers how both environmental and cognitive factors interact to influence human learning and behaviour.

Bobo Doll Experiment

Children learn and observe from the people around them behaving in various ways. This is illustrated during the Bobo Doll experiment by Bandura 1961.

The aim of this experiment was to conduct a controlled lab experiment study to investigate if social behaviours such as aggression can be acquired by observation and imitation.

They tested 36 boys and 36 girls from the Stanford University Nursery School aged between 3 to 6 years old. The researchers pre-tested the children for how aggressive they were by observing the children in the nursery and judged their aggressive behaviour on four 5-point rating scales.

The results of this experiment showed that:

• Children who observed the aggressive model made far more imitative aggressive responses than those who were in the non-aggressive or control groups.
• There was more partial and non-imitative aggression among those children who had observed aggressive behaviour, although the difference for non-imitative aggression was small.
• The girls in the aggressive model condition also showed more physically aggressive responses if the model was male, but more verbally aggressive responses if the model was female. However, the exception to this general pattern was the observation of how often they punched Bobo, and in this case the effects of gender were reversed.
• Boys were more likely to imitate same-sex models than girls. The evidence for girls imitating same-sex models is not strong, the boys also imitated more physically aggressive acts than girls. There was little difference in verbal aggression between boys and girls.

Henry Jenkins – Participatory Culture

According to Henry Jenkins, participatory culture is a culture where its members believe that their contributions matter and feel some degree of social connection with one another.

This culture has relatively low barriers to artistic expression and civic engagement, strong support for creating and sharing one’s creations, and some type of informal mentorship whereby what is known by the most experienced is passed along to novices.

They build on participatory cultures and organize such communities toward civic and political goals. An example of a participatory culture is the media platform YouTube.

Clay Shirky – End of Audience Theory

This theory explores the sociological side of social media. It addresses the idea that modern audiences are turning into creators.

Shirky argued that audience behaviour has progressed from the passive consumption of media texts to a much more interactive experience with the products and each other.

He also argued that we are using our cognitive surplus to construct incredibly powerful forms of human expression. He stated that everyone is a media outlet and had called this mass amateurisation.

Mass amateurisation refers to the capabilities that new forms of media have given to non-professionals and the ways in which they have applied those capabilities to solve problems that compete with the solutions offered by larger, professional institutions.

Task 1: Explain how Bandura’s view of media audiences is essentially different to that held by Shirky and Jenkins

Bandura’s view of media audiences may be different to Shirky and Jenkins’ view because of contextual factors that could have affected and influenced his Bobo Doll experiment.

One of these factors may have been the model. The model played an effect on the child’s subsequent behaviour because all variables other than the independent variable were controlled.

Another factor was that some children were familiar with the Bobo Doll and the ones who weren’t were found to be five times as likely to imitate the aggressive behaviour displayed by the models.

A way that Bandura’s theory is reinforced by gaming addiction is the fact that developers hire psychologists in order to find ways to convince players to continue spending more and more time and money on their games. Also, gaming addicts are said to suffer behaviourally, perhaps because they have begun mimicking the games they have interacted with.

Jenkins’ theory may be countered by the idea of gaming addiction, since it may be argued players cannot challenge what they consume, and instead consistently play and play until they become miserable.

Shirky’s theory, however, may be supported by the fact that recovering gaming addicts can interact through the internet in order to support each other.

1. Why, according to the news report do investors like the video games industry so much? 

investors like the video game industry so much because the constant increase that this entertainment industry has had over the years, has earned it a great deal of ground in the financial market as an option with a positive projection. 

2. What is e-sports? 

e sports are a multiplayer video game played competitively for spectators, typically by professional gamers. 

3. How is new digital media technology changing the way that video games are accessed by consumers? 

From 2016 to now, the global mobile app gaming market grew more than any other gaming type with an expected value of $72.3 billion in 2020¹. Mobiles and tablets have influenced the structure of many industries, from retail to hospitality, and gaming technology is no different. 50% of gaming will be conducted on mobile and tablet devices¹, but with so many people able to play from the comfort of their own home. 

4. What does FPS and MMORP stand for? 

FPS= frames per second 

MMORP= massively multiplayer online role-playing game 

With one difference being between their views on active and passive audiences. 

Bandura created the ‘Media Effects’ theory which focuses on the idea that the media can directly ‘implant’ ideas into the mind of audiences. He also believed that audiences acquire attitudes, emotional responses and new styles of conduct through modelling.   

Shirky and Jenkins argued that audience behaviour has progressed from the passive consumption of media texts to a much more interactive experience with the products and each other.