- How are media products constructed
- Reach and address a number of audiences
The Jungle Book
History Of Disney Homework
Ownership -
- Was founded by Walter (Walt) Disney and his brother Roy Disney
- Walt Passed away in 1966
- His brother, Roy later passed away in 1971
- Roy left the company in the hands of Donn Tatum, Card Walker, and Walt's son-in-law Ron Miller.
- Each of them had worked and trained under Walt and Roy
- Donn Tatum was chairman from 1971 until 1980. He then served as a director until 1992, He passed away in 1993
- Cardon Walker was a top executive at Walt Disney Productions in the 1960s, 1970s, and 1980s. He then retired in 1999 and passed away in 2005
- Ron Miller was president and CEO of The Walt Disney Company from 1978 to 1984.
- Disney is now owned by Robert A. Iger.
Funding -
- Walt Disney drew a picture of a mouse on a train
- He wanted to create something never seen before, a film with sound
- He visited approximately 300 banks in order to acheive the $15,000 loan he needed to start
- When the company needed funds, they re-released Snow White And The Seven Dwarfs as a theatrical performance
Growth -
- 1928 - Mickey Mouse introduced
- Academy Honorary Award received for Mickey Mouse at the 5th Academy Awards
- Won best animated short film at the Academy Awards for their Three Little Pigs short
- First full-length animated feature film published, Snow White and the seven dwarfs
- Going on to create other films such as Pinocchio, Bambi, Cinderella, and Alice In Wonderland
- The grand opening of Disneyworld in 1665
Box Office Successes -
- When adjusted for inflation, Snow White and the Seven Dwarfs would have made a gross profit of $1,971,000,000 in the box office
- They set the benchmark in 2016 when they raked in $1.61 billion of global ticket sales
- Disney has surpassed its own record when it reached over $1.67 billion of global ticket sales in the summer of 2019.
Diversification (what it started off as and now what media form does it cover) -
- Started off as picture on a notepad Walt drew on a train of a mouse
- He wanted to be the first person to use music in animation
- After succeeding he produced the first music-synchronized animated film and won an Academy Award for it a year later
- Disney tried to reach a lot of mediums such as theater, full-length feature films, short films, and even a Mickey Mouse comic strip in 1930.
Jungle Book (1967)
Main Characters
- Mowgli (The Main Character, a Young boy brought up by wolves)
- Baloo (The bear that treats Mowgli like a cub of his own)
- Bagheera (The Panther who tries to get Mowgli to get back to the man-village)
- King Louie (The monkey who wants to know how to create fire0)
- Kaa (The snake who wants to eat Mowgli)
- Shere Khan (The tiger who wants to get rid of Mowgli)
Narrative
- Mowgli gets raised by a pack of wolves but when Shere Khan comes back he can no longer live in the jungle anymore.
- Bagheera tries to help get Mowgli back to the man-village before Shere Khan is back in the jungle. They come into the path of an elephant heard, then Baloo the bear where Baloo wants to have Mowgli as his own cub.
- The monkeys take Mowgli away from Baloo and take him to a jungle temple, where we meet King Louie, Baloo and Bagheera save Mowgli from the monkeys.
- At this point Baloo wanted to take Mowgli in for himself, however, Bagheera convinces him to take Mowgli to the man-village. When Mowgli found this out, he ran away.
- Mowgli runs into Kaa who tries to eat him however Mowgli gets away. It's at this point that we find out that Shere Khan is back in the jungle.
- Baloo and Baghera get the help of the elephants to look for Mowgli.
- Mowgli goes to the vultures where Shere Khan finds him and attacks, but Mowgli has help from Baloo, the vultures, and Baghera.
- In the end, Mowgli decides to go to the man-village because it's not as bad as he thought.
Themes
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-
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Representation (Group, individuals,places ect.)
- Representing the group of monkeys as troublemakers
- Representing the herd of elephants as military soldiers
- Representing the vultures as The Beatles
- Baloo represents hippies
Changes in the film industry, social context, marketing, representation, and intended audiences for both versions of the films.
The 1960s
Cold War (1947 - 1991)
Viatnam War (1955 - 1975)
Second Wave Of Feminism
Hippie Era
Cold War (1947 - 1991)
Viatnam War (1955 - 1975)
Second Wave Of Feminism
Hippie Era
1960
- The Beatles perform their first song on stage
- First wether satellite launched form the US
- Commonwealth collapse
- Profumo affair
- Commonwealth collapse
- Profumo affair
1961
- J.F.K Announced as US president
- Space race fully begins as J.F.K states he wants a man on the moon in this decade
- Sierra Leone (African Country) gains independence from the UK
- Betting shops become legal
- Race Riots in Middlesborough signifying political unrest
1962
- The Sunday Times became the first colour print newspaper
- More race riots break out in Dudley further signifying more movement and protest.
- Cuban Missile Crisis
1963
- J.F.K Assassination
- Martin Luther King Jr. delivers his 'I have a dream' speech
- Cuban Missile Crisis
1963
- J.F.K Assassination
- Martin Luther King Jr. delivers his 'I have a dream' speech
1964
- Capital punishment abolished
1965
-
1966
-
1967
- Homosexuality legalised
1968
- Grosvenor square protest
- Paris riots signifying civil unrest
Jungle Book (2016)
Main Characters
- Mowgli (The Main Character, a Young boy brought up by wolves)
- Baloo (The bear that treats Mowgli as someone who can help him gather food)
- Bagheera (The Panther who tries to get Mowgli to get back to the man-village)
- King Louie (The monkey who wants to know how to create fire)
- Kaa (The snake who wants to eat Mowgli)
- Shere Khan (The tiger who wants to kill Mowgli)
Narrative
- Mowgli is raised by a pack of wolves, a truce is called between all the animals and Shere Khan says when the truce is over he will kill Mowgli
- The wolves debate what to do, Baghera offers to take him to the man-village. Mowgli decides he should go.
- When traveling through the jungle, Baghera and Mowgli run into Shere Khan hiding in the grass, when Shere Khan tries to attack Baghera steps in as Mowgli runs away.
- After escaping Shere Khan thanks to a heard of buffalo's, Mowgli runs into Kaa the snake who teaches him about his past. Shere Khan was attacked by the 'red flower' (fire) and killed Mowgli's farther.
- Mowgli narrowly escapes Kaa thanks to the help of Baloo, who takes him back to his cave and persuades Mowgli to go up and get the honeycomb
- Shere Khan returns to the wolf pack and kills Akela (farther of Mowgli wolf pack)
- After forming a bond between Mowgli and Baloo, Baghera comes back and wants Baloo to help talk Mowgli into going to the man-village.
- The monkeys steal Mowgli and bring him to see King Louie
- King Louie want Mowgli to teach him how to make fire but Mowgli refuses, Baloo and Baghera work together in order to allow Mowgli to escape, this is when Mowgli finds out about Akela's death
- Mowgli runs away to get fire. He brings this back to the jungle where he faces Shere Khan
- Unknowingly Mowgli causes a fire in the jungle, despite that Mowgli has the backing of all the animals. Including Baloo and Baghera.
- Mowgli gets to the jungle as Shere Khan follows, and sets up a trap. Killing Shere Khan
Themes
-
Representation (Group, individuals, places ect.)
-
What changes have been made?
- The wolf pack are much more involved in the story
- The 2016 version depicts the fights in a much more violent way
How are advancements in technology shown/used?
- The way that there is use of visual effects in the newer version is one major change from both
- The fire shown in this version shows the advancements in special effects
- Another thing that this version does is strike more fear into the audience through Shere Khan
Main Characters
- Mowgli (The Main Character, a Young boy brought up by wolves)
- Baloo (The bear that treats Mowgli as someone who can help him gather food)
- Bagheera (The Panther who tries to get Mowgli to get back to the man-village)
- King Louie (The monkey who wants to know how to create fire)
- Kaa (The snake who wants to eat Mowgli)
- Shere Khan (The tiger who wants to kill Mowgli)
Narrative
- Mowgli is raised by a pack of wolves, a truce is called between all the animals and Shere Khan says when the truce is over he will kill Mowgli
- The wolves debate what to do, Baghera offers to take him to the man-village. Mowgli decides he should go.
- When traveling through the jungle, Baghera and Mowgli run into Shere Khan hiding in the grass, when Shere Khan tries to attack Baghera steps in as Mowgli runs away.
- After escaping Shere Khan thanks to a heard of buffalo's, Mowgli runs into Kaa the snake who teaches him about his past. Shere Khan was attacked by the 'red flower' (fire) and killed Mowgli's farther.
- Mowgli narrowly escapes Kaa thanks to the help of Baloo, who takes him back to his cave and persuades Mowgli to go up and get the honeycomb
- Shere Khan returns to the wolf pack and kills Akela (farther of Mowgli wolf pack)
- The monkeys steal Mowgli and bring him to see King Louie
- King Louie want Mowgli to teach him how to make fire but Mowgli refuses, Baloo and Baghera work together in order to allow Mowgli to escape, this is when Mowgli finds out about Akela's death
- Mowgli runs away to get fire. He brings this back to the jungle where he faces Shere Khan
- Unknowingly Mowgli causes a fire in the jungle, despite that Mowgli has the backing of all the animals. Including Baloo and Baghera.
- Mowgli gets to the jungle as Shere Khan follows, and sets up a trap. Killing Shere Khan
Themes
-
Representation (Group, individuals, places ect.)
-
What changes have been made?
- The wolf pack are much more involved in the story
- The 2016 version depicts the fights in a much more violent way
How are advancements in technology shown/used?
- The way that there is use of visual effects in the newer version is one major change from both
- The fire shown in this version shows the advancements in special effects
- Another thing that this version does is strike more fear into the audience through Shere Khan
Cinema In The 1960s
- A low point, increasing competition from TV
- Genre films made with little quality, pushing younger people to rock and pop music
- Many cinema's closed, often demolished or turned into Bingo halls
- Many other Hollywood studios closed or were brought out by TV companies or banks
- Film and studio profitability was very dependent on ticket sales at cinemas
- The process of release was very slow, could take a couple months for it to reach UK audiences
- In the UK cinemas could show the same film for a couple of weeks stopping other being shown
- Disney had a fixed and unchanging demographic, withs filmed aimed at children and family
- They bypassed the more erratic teenage market
- Also bypassed the young adult market with increasing levels of graphic violence or explicit sex
- Disney continued to release content much like the 1930s and 40s
- Disney did not allow their major films to be shown on TV
- They would Archive their films and re-release them into cinemas every few years
What were the differences between how Disney operated as a film studio and how other studios operated at that time?
- Disney's multilane camera idea, creating an illusion of depth and a 3D effect on which allowed figures to move
- Thicker line drawing style, due to the Xerography process being used
What was Walt Disney's own influence on the production?
- Thought the script was too dark for family audiences
- Changing the production team
- Wanted a film that was light, fun, and entertaining
- Changing the scriptwriter
What techniques were used that differed from normal animation practices?
- Used a multilane camera , photographing a much larger number of layers of frames
- Also used Xerography (something like photocopying)
- Tracing the characters from paper drawings, using thicker lines
What places/people did they get their inspiration from?
- Inspiration for the characters came from the voices of the actors
- Waterfall captured in the Angel Falls in Venezuela
- The wolves where based on the puppy from 101 Dalmatians
The Film Industry
L/O; To apply media terminology and debates to Disney
Vertical and Horizontal Integration
Vertical integration is only to do with one company who get to keep their profits
Going from production to editing to marketing and then to their own cinema chain (All owned by the same company)
Horizontal will have more than one industry and own different companies in different areas
Going from film production to games production and then to publication (Owned by different companies)
Convergence
Multiple products coming together and form one product. An example of this would be the iPhone, where you can make phone calls and send emails and watch television.
Technical Convergence
Difference in the platform to share media. A film can be downloaded on computer, used to only be only seeing it in the cinema.
Pre-Production
The things (planning) that come before production
Production
The filming that takes place
Post Production
The editing and soundtrack and foley added later
Distribution
The distribution of films to cinemas and/or stream services
Exhibition
Showing the product to the audience
Exchange
What the audience does with the product thanks to digital convergence
What was the process of making films?
- Shot on actual film. Means they can't see what they are filming, effecting how long it can take to film. Costs a lot more using actual film and effects the amount of films that get produced. Edited by hand.
How has it changed in the past 20 years?
Distribution has changed. Companies used to how to send their films out in trucks around the country and used to deliver the film to each cinema. What audiences do with the films is another big change, when they see a film they would have talked about it and recommended it to other people. Whereas now they can post something about it on social media. Better quality in terms of sound and filming.
What impact has digitalisation had on the industry?
The biggest impact is cost and therefor they can spend that money on their films and other things like special effects. The accessibility has changed in the way that audiences can see the things they want without going to the cinema. Rising popularity in streaming services e.g. Netflix, Amazon Prime. Allowing more opportunities for scriptwriters and production companies.
Whats the future of filmmaking?
More and more digital.
How can the values, ideologies and key events of the 1960s be seen in The Jungle Book (1967)?
There where lots of protests, unrest, and violence in the 1960s. However, in The Jungle Book (1967) there is a clear lack in any reference to violence. This could reflect the way that Disney at the time wanted to give people something they could relax to and something to laugh at.
It was around this time when the second wave of feminism hit. The Jungle Book reflects this in the way there where no female cast members playing key characters in the film. This could reflect a certain attitude at the time, showing that the film industry was a very male dominated industry.
How can we see the impact of digitalisation and technical convergences in the production of The Jungle Book (2016)?
The impact digitalisation has had on films in general effects things like the production, post-production, exhibition, and exchange. This is clear in the way The Jungle Book (2016) looks, from the outset there is a noticeable difference, that being the fact that its live action. This means that the animals are modelled on real jungle animals, showing a clear impact that the digitalisation has had on the use of special effects and production of The Jungle Book (2016). Digitalisation has impacted the production of The Jungle Book (2016) through the way they could play with certain scenes and interactions with the animals.
The editing process would have been extremely different as well. Not just because its a different format but also because of the advancements in technical convergence, they would have had to converge to sets of media, real life film footage and special effects showing the advancements in something that would not happen in the 1960s.
The Jungle Book (1967)
L/O; To explore the industry and social context of disney in the 60s
The 60s
- Times of change, e.g. youth movements, freedom of thought, war protests.
- Change in the film industry, because of television.
- Audience change in viewing habits
Disney
- Disney opened some theme parks in the 50s
- The parks and films would help to promote each other
- Focused on adult nostalgia and appeal to children
- Branched into television
- Branched into live action
- When marketing, they could use the same ways of merchandising. Horizontal integration
Conventional Film Marketing Techniques
- Trailers
- Teaser Trailer
- Posters
- Press Marketing
- Merchandising
- Soundtracks
- Brand Identity
Disney used brand identity, using the fact that the parents will feel nostalgic and link back to childhood. Family-friendly. Wholesome, traditional and friendly. Represented the mainstream.
Disney got people to take their children to see latest disney film because of that connection Disney established with the older generation when they where younger.
Walt Disney's influence
Walt Disney would have seen the 60s as a challenging time, relating more to the adults. Had to make sure that there was nothing but family-friendly content in his films.
He would have to approve everything, graphic designer, artists knew that and that changed they sort of things they would produce.
He had such an influence on the way that Disney was run and the way the Jungle book was made right from the beginning.
- Teaser Trailer
- Posters
- Press Marketing
- Merchandising
- Soundtracks
- Brand Identity
Disney used brand identity, using the fact that the parents will feel nostalgic and link back to childhood. Family-friendly. Wholesome, traditional and friendly. Represented the mainstream.
Disney got people to take their children to see latest disney film because of that connection Disney established with the older generation when they where younger.
Walt Disney's influence
Walt Disney would have seen the 60s as a challenging time, relating more to the adults. Had to make sure that there was nothing but family-friendly content in his films.
He would have to approve everything, graphic designer, artists knew that and that changed they sort of things they would produce.
He had such an influence on the way that Disney was run and the way the Jungle book was made right from the beginning.
How are these values shown in The Jungle Book (1967)
- Very limited graphic threat/violence
- Not a lot of gender diversity in the cast. Representation
- Importance of being a family unit
- Segregation, but for the greater good. Reflecting the right-wing political standpoint
- Songs very upbeat, joyous and happy
- Adults know best, more traditional ideas
- Representing the modern pop culture through The Beatles
- Jazz songs was a nod to the modern pop culture also
Disney lacks understanding the changing thoughts to race and shows his naivety to cast an ethnic minority as King Louie. Shows his beliefs and a big representation of the time.
He died three months before the films was released
His influence continued to have an effect on the next 30 years
Reling so heavily on their brand image and values
Disney where always commercially organised, very successful with that
Tech Developments (1967 - now)
Could get video tapes, very rarely release video tapes because of fear of pirating.
Late on they could release extra futures.
Jungle Book re-released with other features more audiences reached
Became a collections item and appeals to more of an audience
Disney Audience
Disney where always commercially organised, very successful with that
Tech Developments (1967 - now)
Could get video tapes, very rarely release video tapes because of fear of pirating.
Late on they could release extra futures.
Jungle Book re-released with other features more audiences reached
Became a collections item and appeals to more of an audience
Disney Audience
- Primary target market Boys and Girls aged 4-12
Big primary audience spit into two segments 4-9 and 10-12 year olds. Get the thrill of the brand and will want to wear merchandising all the time and rematch the films
- Secondary target market Men and Women aged 35-55
People who have already experienced Disney. Knowing its a wholesome brand will take their children to go to Disneyland and the cinema
Secondary audience are the ones who are paying, the parents. And will be massively trusting of the brand. Because its been going so long and will be trusted by these people.
Big amount of band trust and loyalty where people will go and see the films before even knowing what it is, they have a trust.
Kids relate to characters
Adults relate to the wholesome values of the brand
Homework Question
Big primary audience spit into two segments 4-9 and 10-12 year olds. Get the thrill of the brand and will want to wear merchandising all the time and rematch the films
- Secondary target market Men and Women aged 35-55
People who have already experienced Disney. Knowing its a wholesome brand will take their children to go to Disneyland and the cinema
Secondary audience are the ones who are paying, the parents. And will be massively trusting of the brand. Because its been going so long and will be trusted by these people.
Big amount of band trust and loyalty where people will go and see the films before even knowing what it is, they have a trust.
Kids relate to characters
Adults relate to the wholesome values of the brand
Homework Question
How has Disney exploited its brand image to construct a clear and consistent audience for its products over a period of time?
Because Disney are a company who have been going for quite some time now, they have established connections with some of the older, 35-55 year olds of todays world. This helps them bring in an audience because parents who have had that connection with Disney from their own childhood will trust Disney's brand image and would take their own children to go and see the latest Disney film.
Jungle Book (2016)
L/O; To explore the industry and social context of Disney now
Polar Opposite views
Fear Mongering. Links to Shere Khan
2013
- Alberta floods. Canada badly flooding
- Boston Marathon Bombing. Marathon Bombing in the US (Raising issues of terror attacks)
- #BlackLivesMatter. (Race inequalities making people aware)
- #BlackLivesMatter. (Race inequalities making people aware)
2014
- Ferguson riots. Policeman shot and killed a young black man and was not charged (Raising issues of racism and corruption with those in charge)
- Malaysia Airlines Flight 370 Disappears
- Same sex marriage legalised in UK
- Same sex marriage legalised in UK
2015
- Syrian Boat refugees. Refugees traveling across the Mediterranean sea (Raising awareness of Syrian refugees)
- Charleston Church Shooting. (More Shootings in the USA)
- #OscarsSoWhite campaign begins. (Raising issues of modern day racism)
- Charleston Church Shooting. (More Shootings in the USA)
- #OscarsSoWhite campaign begins. (Raising issues of modern day racism)
2016
- Trump election. Towards the end of 2016
- Brexit vote. Mid 2016
Film Industry Developments
L/O; To explore the changes in the company & the industry since the 1960s
'New hollywood' 1960-1990, all about directors becoming an art form. Given free range thanks to failing market. Binging in new tech, very story driven and all about story telling all about different ways of filming with tech and ways of filming. Trying to appeal to 18 -30 year olds (young adults).
Jungle Book (2016) Needed to target that young adult audience
Newer cinema's with surround sound and better projection, expectation of better seating and sound with better refreshments. Multiscreen developments, more films being made and cinema's could show these smaller films and wouldn't get blocked by bigger films.
Audience expected HD quality. Release of DVD's, became the more profitable method. Steaming and on demand became what audience expected.
Post 2000, the film industry grew exponentially. Advancements in tech allowed films to invest heavily into production. This helped the emergence of franchise films. This meant they could invest a lot into production. It was thought about everything like games, and theme parks for just one film.
Focus on money back after a long period of time.
Genre films made a big comeback. Becoming more polished and filmed in film studios because of CGI. Post production became the most costly and most important part of the film, could take up to 3 years of post production because of how 'in' it was at the time.
In 2010 Disney decided to make newer live action versions from their elder stories. Smart to link to nostalgia and young children, whilst also appealing to the teenage cinema goers.
More realism element to the film hence the CGI approach. They are more sides to some of the characters. CGI = Realistic = more scary
Zeitgeist
"Spirit of the times" (Context)
Both films bring the Zeitgeist of that time
In what ways does the production of Jungle Book 2016 offer evidence of Hegel's view of Zeitgeist? (values and ideologies)
The Jungle Book (2016) uses Zeitgeist in this film with the elements of fear mongering. The fear mongering in newspapers and on social media links to the character of Shere Khan and his actions in the film. An example of this is they ways in which he continuously threatens to kill Mowgli and elicits a certain level of fear every time he is shown on screen. Another example of Zeitgeist in the Jungle Book is some of the polar opposite views shown between some of the characters, in 2016 the wold was quite a divided place, this is partly to do with the ongoing BREXIT vote and US election race between Donal Trump and Hillary Clinton. An example of this in the film is the way in which different characters have different lewis off Mowgli and the way h should be treated.
How does the film address the expectations of a 2016 audience?
The expectations of a 2016 audience was lived up to in regard to this film. The CGI and realistic looking animals provides a fully immersive viewing atmosphere and the expressly high quality sound, lighting, and camerawork all like up to expectations. An audience would also expect a huge build up to create hype around the film. This was provided as well with multiple teaser trailers, soundtracks, and press coverage.
How does it fit into the Disney brand?
Despite the heightened the levels of violence the audience targeted are still Disney's core audience of younger 4 -12 year old children. The film still holds onto what makes Disney films play on the older generations nostalgia in order to get the most out of their audience. The films is still as wholesome and traditional as the older version which is what people loved. This film fits into the Disney brand because the earlier 1967 version fit into the brand. Disney have changed elements to the film but it still remains quite a well received with a family audience and thats how it fits into their brand.
Disney
Owns 27 per cent of the film industry
Some people think this is as a good thing, more theme park rides and more money behind projects people love
Some people think this is a bad thing, more companies lacking a scene of grit and not being as relatable.
Have bought other rival studios and companies. Huge and keep on growing
Audience
In 2016, Disney audience was around 26 million young children, 8 1/2 percent of the US population.
40 per cent of their audience are hispanic, means it could be quite challenging because English wouldn't be their first language.
Most of Disney's target market have a high consumption of online media and are very tech savvy.
For The Jungle Book
Audience for this film, targeted toward older audiences with the way they made the first trailer seem like a thriller. Older siblings would take younger siblings
Aggressively and repeatedly aimed toward a male audience. Trying to link the film with the pirates of the Caribbean instead of Cinderella.
Advert in the Super Bowl, and extensive advert shown in cinemas before Star Wars films. Attracting to male audiences
Thought females where going to see the film anyway. Wanted males to go and see it so turned it into more of an action film as posed to a typical romanic Disney film.
Disney In 2016
L/O; To explore the marketing techniques used to target an audience in 2016
Half of audience was adults, other half children
18 -24 year olds accounted for 33% of ticket sales (young movie goers)
Marketing Techniques For The Jungle Book (2016)
- Interactive websites
- Social media
- Viral marketing
- Sneak-Peek preview at a fan convention
- Thousands of posters given out at a fan convention
- Three Jungle Book actors on stage at a fan convention
- Interactive movie posters for snapchat
-McDonalds happy meal toys released
- Producing a range of clothing
- Going on talk shows
Discuss how ideas of identity are present in the production and marketing of the Jungle Book (1967) and The Jungle Book (2016).
Consider what role the Disney brand and its film products have in contributing towards constructing and sustaining the identity of audiences and how their marketing seeks to exploit this understanding of different audiences.
Identity of disney brand and identity of audiences
In the 1960s the brand identity of Disney was very much a brand who wanted to target their new films at children. The Jungle Book was promoted through various marketing techniques in 1967 and these include soundtracks, press marketing, posters, and trailers. Whilst these where effective enough at that time, there are different expectations for a 2016 audience. When looking at just the audience that the 2016 version of the jungle book reached, 33% of cinema seats where sold to 18-24 year olds. This shows the disparity of audiences reached because of the increase of social media. The identity of the audience in the 2016 version was much more diverse, and that was done on purpose through different use of marketing techniques. Some of these include interactive website functions, interactive Snapchat filters, and conventions showing sneak-peeks giving out posters and live panel with some of the voice actors. All these techniques appealing to a more mature and older audiences.
Random Facts
- Animals and landscapes made by British digital effects house MPC
- Instead of re-releasing Disney films they Re-Imagine films now
- 2016 version much more dependent on other companies
- Produced in 3D as well as 2D
- Jungle Book 2016, made at first with motion capture
- The visual effects used won a BAFTA and an Academy Award
- Costs $175 million to be produced
- Grossed over $966 million
- 2016 = Disney earned to most money at the box office
Disney products are themselves advertisements for Disney and for it ideological and cultural themes
Homework Question
Explain how films have to meet changing audience expectations. [15 MARKS]
- Desensitisation of children now, would expect more thrill and violence
- Levels of technology increase, would expect realistic looking CGI characters
- Marketing, Would expect a huge build up for this re-imagined version
- Cinemas goers (15-24 yo) needed to be targeted, because of the change in these audiences
- Voice actor of King Louie wasn't casted because Disney where racist, they did it and the audience would accept that, not like now-a-days
Film and television audiences have been changing ever since the first moving image was made for public viewing. In regards to Disney audiences, children have changed the ways they want to watch films. Children now will want more thrill and violence as children now-a-days as they are exposed to that at a much younger age. This will influence Disney in the way they might be more risky with some of the things they show.
The technological advancements in film and television is one of the more obvious changes with audience expectations. These include the CGI elements in films as well as the ambition of certain shot types. The increase in these elements go hand in hand with the increase in more risky violence and threat levels shown as it may show a slightly more realistic looking special effects and would be more fearful to an audience, especially a younger audience.
The technological advancements in film and television is one of the more obvious changes with audience expectations. These include the CGI elements in films as well as the ambition of certain shot types. The increase in these elements go hand in hand with the increase in more risky violence and threat levels shown as it may show a slightly more realistic looking special effects and would be more fearful to an audience, especially a younger audience.
Minecraft (2011)
L/O; To Explore Minecraft & The History Of Gaming
Major developments in the gaming industry from the past 40 years
Minecraft
When was it released?
2011
Who designed it?
Markus Persson
Which company produced it?
Mojang
What is the idea of the game?
Adventure game exporting and doing whatever you want e.g. Building, exploration, remorse gathering, combat.
Who was the target audience?
5 - 15 year olds
How has it developed?
Originally independendently-produced and became a high success, developed through the games features and more of the simple things like characters and lighting.
Who Owns it now?
Microsoft (Bought for 2.5 billion dollars)
L/O; To Analyse The Format And Industry Bodies Linked To Minecraft
Format for Minecraft is a sandbox game (free roaming or open world game)
Mojang was initially developed specifically to publish Minecraft
Used earlier builds of the game in 2009 available to everyone and they where open to feedback
Game was distributed through Minecraft.net, everything else was done by Mojang
Microsoft bought it three years after its initial launch for so much money
The games where sold for around $20 and, unlike many other games, they didn't charge extra
Minecraft Microsoft Takeover
Minecraft videos people made and posted on Youtube where key to the marketing of the game helped with distribution by creating interest and hype online.
Brand implying their links to lego
Making Minecraft a game, not to make money, but for the audiences enjoyment up until the takeover
When the game was taken over audiences knew that the game was going to be monetised in order for Microsoft to make their money back
The Article
https://www.fastcompany.com/40561114/how-microsofts-marketplace-is-monetizing-the-minecraft-ecosystem
- Introducing the Marketplace, somewhere where people can buy add-ons for Minecraft
- The marketplace allowed creators to make a living and sell their work
How has Minecraft evolved as a brand?
Minecraft used to be a game which the developers care more about their users experience as apposed to profits or money made. This changed with the introduction of monetisation the game underwent in 2014, this was when Microsoft bought Minecraft for 2.5 billion dollars. Its brand has changed identity from a game in which content was limitless with no extra costs, up until now where their audience is becoming more susceptible to paying extra in order to get the best experience.
To what extent did Mojang exploit its unique brand identity to construct a clear and consistent audience?
Mojang exploited the ways in which people made videos on Minecraft and posted about it commenting in an extremely endearing. They used that as a primary source of exposure in order to gain popularity and interest on a global scale. Most people saw this as a way of celebrating what players of the game had made, so in a way its was a win-win. Mojang where able to advertised their game at no real cost to them, whilst keeping the players satisfied with the way that the game was made for the users.
In what ways has the ownership of Microsoft changed this relationship?
The relationship between the audience and Minecraft in regard to Minecraft could be better. However many people believe Minecraft would not be able to carry on going unless the game became monetised. Others where always going to stop playing the game when it became mortised. Microsoft needed a way to monetise the game, since they spent around $2.5 billion on it. They made a marketplace where people could upload creations and charge money for however wanted to download it.
In what ways does the evolution of the game indicate the practice of modern media institutions?
Many modern media products have gone through a similar process. Whereby an independent company produces a product that gains a lot of traction, where the audience feel as though their presents is appreciated by the developers. And bigger companies eventually buy the product to more of an international clientele. This usually results in a distrust and separation between the audience and the people who own that product.
L/O; To analyse the audience profile and appeals
Audience Demographic
- Primary target market = 8 - 50 year olds
- 8 -12 year olds seen as target market
- Approx. 44% of audience = 15 - 20 year olds
- Approx. 22% of audience = bellow 15 years old
1980s a certain stereotype of a gamer was created
1990s stereotype of violence and the effect of violence in games
Minecraft set to challenge those stereotypes, have to work together
Appeal of Minecraft for the target audience
Personal Identity
- Creating an online presents
- Expressing you own identity
- Playing with the character in the game
- Character customisation
- Exploring other peoples creations. Finding your own style
- Forums/online community
- Sharing creations through Youtube
Information/Servalace
- Informative creations of certain ares of the wold.
- Creations of real life places
Entertainment/Escapism
- Perfect world, positive and tranquil
- Escaping to your own perfect world
- Different modes of play, elevate the dullness of the world
- Diversion from the real world
Social Interaction
- Sense of community
- Invites interactions, online also two players on one console
- Social identity
- Forums/online community
- Sharing creations through Youtube
Addressing the audience
- Language used = informal and less grammar. (more accessible)
- Special Minecraft packs e.g. Moana and Harry Potter. (younger audience)
- Resurgence of an older target audience (nostalgia blocky style)
- Mechanics of the game are quite simple (more accessible)
- Reference to Lego (building things = nostalgia)
- Escapism and Social Interaction
- Parents happy for children to play Minecraft (its safe and less violent compared to other games)
Notes on -
How does the trailer construct the audience? (Mode of address? Language? Miss-en-scene? Representations?)
- Fully immersed in the world of Minecraft
- Song used from Moana
- Characters look as they do in the film
How might this be seen as an example of intertextuality?
- The mergence of these two media product in order to gain attraction for Minecraft and Moana individually
What ideas of modern media convergence are shown?
- The ideas of linking a popular film for children to Minecraft as a game is an example of convergence
L/O; To explore the appeal and changes in the game more fully
Players don't get bored of playing the game because of modding and extensions to the game in order to change their game.
Minecraft only ever had seven major updates since 2014 (the takeover)
More major updates than one a year under Microsoft
Updates where free
Minecraft updates have been crafted based on community and their wants and needs
Microsoft/Minecraft - Education and VR
Education
Schools using Minecraft as a way of teaching children 21st century skills like collaboration, creative problem solving, and digital citizenship.
VR
Only a certain amount of ways that would make Minecraft money without alienating their audience. So they use the VR sets and sell them to audiences.
What Impact Did The Acquisition Of Mojang By Microsoft Have On Minecraft? [12 MARKS]
In 2014 Microsoft bought out Minecraft for $2.5 billion. Previous to this, Microsoft was owned by a Swedish company Mojang. Mojang was create with the sole purpose to launch Minecraft and to give the game a platform for players to play on. This deal was made because of the raging success of Minecraft at the time and the amount of traction it was gaining online through YouTube, forums, and social media.
The response to this takeover by Minecraft throughout the Minecraft community was very poor. Up until this point, players of Minecraft thought the game was made primarily for them and secondarily to make a profit. However, this takeover would signify the beginning of the end for many Minecraft players after the realisation that the game would become more monetised in an effort from Microsoft to make profits and put the user experience as secondary priority. Some players knew that it was almost inevitable with all the attention and popularity Minecraft was gaining that it was going to get bought out by a conglomerate. With that in mind some players where always going to stop playing as soon at any sort of takeover happened and those people never really gave Microsoft a chance.
The impact that the takeover had on Minecraft was more gradual than people may have expected. The market place was introduced to the game as a way monetise some of the creations which were popularly downloaded whiten the community. Microsoft also introduced Minecraft as a learning tool for the use of children in schools. This movement was supposed to teach children 21st century skills, these include creative problem solving, collaboration, and digital citizenship.
L/O; To explore exam focus and apply to the case study
Industry
The specialised and institutionalised nature of video game production, distribution and circulation
- How video games have developed as a medium
- Games become available on multiple platforms as the newest platforms come available
- Minecraft now a multi-platform game
- Minecraft introduced to smartphones, Nintendo consoles, and xbox/playstation devices
- Improves profitability, reaches new audiences
- Game circulated through user creations and gameplay shown on YouTube
The relationship of recent technological change and video game production, distribution and circulation
- Most players didn't need a physical copy of the game
- Players encouraged to download the game through the cloud servers (Costs less for the company)
- For Minecraft physical copies often released six months after its viable for download (To stop hacking, file sharing, and limit the impact of privacy)
- Minecraft Realms (2013) tried to prevent users form creating their own virtual spaces and hacking
- Multiple updates to put what the users what into the game
- Players expect to never get bored, thanks to modding
The significance of patterns of ownership and control, including conglomerate ownership, vertical integration and diversification
- Talking about Mojang studios (Now owned by Microsoft studios)
- Minecraft takeover was done for long term revenue
- Telltale Games was part of a collaboration who helped develop Minecraft: Story Mode
- Microsoft takeover and effects that had on the players
- Players thought their game was being overtaken by a company who where putting profits ahead of user experience
The significance of economic factors, including commercial and not-for-profit public funding, to media industries and their products
- Big video games focus on international marketing and would often have a international release at the same time
- Minecraft was developed on readily available open source software
- Other mainstream games require entire teams of programmers, artists, and engineers
- Minecraft have many links to non-profit projects
- An educational version of the game has also been developed in 2012
How media organisations maintain, including through marketing, varieties of audiences nationally and globally
- Minecrafts success was largely to do through word of mouth or players sharing their creations on Youtube
- Other Minecraft versions where created to reach new audiences (Story Modes, spectator modes and multi-player functionality)
- Reached out to merchandising opportunities, giving players an incentive to buy the game on different platforms
- Intertextual references made through Lady Gaga, South Park, and The Simpsons
- 2019 resulted in a joint venture with Warner Brothers to realise a Minecraft film
The regulatory framework of contemporary media in the UK and impact of 'new' digital technologies on media regulation, including the role of individual producers
- Initially Minecraft series was rated PEGI 7
- Could argue that the Youtube videos made could be more risqué than the game itself
- Marketplace introduced in 2016 to trade maps, skins, and texture packs
- Introduction of Minecraft for schools to be used for educational purposes
The impact of digitally convergent media platforms on video game production, distribution and circulation, including individual producers
- The nature of the game development in Java means there are many similar rival games
- When Microsoft purchased Minecraft, Nintendo made a very similar game called 'Battleminer'
- Could argue that Minecraft was the right game to come along at the right time
Audience
How audiences are grouped and categorised by media industries, including by age, gender and social class, as well as by lifestyle and taste
- Minecraft has an appeal throughout different ages, genders, and social / cultural backgrounds
- Variation of modes to enjoy (for variety of people)
- Audiences shape their own worlds and create new identities
- Audiences create their own online persona
- Audiences share their creations on Youtube and forums
How media producers target, attract, reach, address, and potentially construct audiences
- Other versions appeal to existing fans (narrative features, open world gameplay)
- New elements to target a wider audience (Story Mode)
- Minecraft Realms was create to have audiences play together on dedicated servers (Increase subscription revenues)
- Players can get new experiences from the game through Youtube and forums
- Minecraft made the game initially FOR the players and not for profits
How media industries target audiences through the content and appeal of media products and through the ways in which they are marketed, distributed and circulated
- Initially, there was limited advertisement for the game
- In the early days Mojang used to promote Minecraft creations through Youtube, unearthing a new audience
- It was the bus surrounding online forums which boosted Minecraft's audience
- Marketing now is similar to that of popular mainstream games
- Things like the Minecraft movie and the numerous conventions that take place allow a chance for newer audiences to take part
The interrelationship between media technologies and patterns of consumption and response
Youtube, Facebook, and online fan communities gave the audience a voice
- Audience highly involved in any updates / modifications they game might undergo
- Numerous niche audiences across the internet
- Mojang promoted many different Minecraft creations through Youtube and the forums
- Introduction of the marketplace, allows audience to source and trade their creations (boosted online persona)
How audiences interpret the media, including how they may interpret the same media in different ways
- Several formats and versions to play Minecraft
- 'Cross-play' introduced which means that audiences don't need the same console to play with one another
- VR and alternative reality introduced which allowed audience to experience the game in different ways
How audiences interact with the media and can be actively involved in media production
- Minecraft Marketplace is a good example of the industry listening to their audiences
- Nature of the game and how it allows audience to learn new skills such as programming
- Several prosumers on Youtube and across blogs dedicated their channels to tutorials and promote their own maps
- Open ended diction on forums and online communities
- Earlier on in Minecraft, it relied on audience involvement with the media in order to grow the game
L/O; To review key areas and exam style questions
Independent production
usually games made by teams of developers for a production company
Markus Person was independent
Markus Persson did reject other offers prior to Microsoft
Development
Development of game consoles
Wii console was first remote developed game console
Impact on mobile phones and mobile gaming
Minecraft
Used collaboration with their audience
Game developing amongst a small community, broke the mould for video game development
It was released across a vide variety of platforms
Deal with sony, enables audience to get the game on mobile devices
Deal with sony enables Minecraft to target non-gamers
Distribution
Exploited media convergence
Minecraft developed at a time when you didn't need a computer to game
Microsoft takeover = More merchandise, Spin off games, and movie
Marketing
All about user generated marketing
Microsoft pushed and grew -
- Website
- Minecraft Realms
- Marketplace
- Social Media
- Minecraft Wiki
Audience
Mian audience = Under 30 years old, European and North American, Mainly Male
Audience interact with the brand through -
- Youtube
- Game Mods
- Fan Sites And Forums
- Multiple Gameplay Modes
Proliferation of technology (There is more and more of it)
General movement with newer games not being able to be played on older divides - worries the audience that they might not being able to afford a new console to play a new game.
Advantages -
More money for companies, more development and audience appeal with their consoles
Audiences have more control, game where you like on your phone
The audience might not be able to
Disadvantages -
Not having a game that is compatible with their older console
More of a chance of technology not working properly
Costing of newer consoles
Industries have less control
- Production
- Distribution
- Consumption
Fan made media, doubles up as free marketing for Minecraft
Question 3 -
How does the interrelationship between media technologies and patterns of consumption and response work in relation to Minecraft?
The Minecraft audience plays a unique part in the way the game can develop and change in relation to what players want. The audience have an extremely active voice through the use of online platforms such as Minecraft forums, Youtube, and the Marketplace. These media technologies give players the chance to discus and talk about the game with other players as well as share content they have taken time and care over.
Youtube is a very good example of the ways in which interrelationship between media technologies and patterns of consumption and response work in relation to Minecraft. This is because of the number of channels dedicated to; showcasing other players creations, walkthroughs, or tutorials. This creates a online community which can grow and become strong enough to have an effect on the game and, more specifically, hoe the game can develop. Communities of Minecraft's audience feel its their role to use their active voice as a way to improve the game with suggestions and requests.
Another good example are the ways in which Minecraft forums are used for players to express their views and sometimes used to help other players in relation to their own games. Minecraft forums probably have the biggest voice when it comes to the
BBC Radio
The radio on breakfast show is the most listened to show on BBC Radio
Whats public service broadcasting, and what does this mean for the BBC?
How is the BBC funded?
Who are the target audeince for BBC rafio 1? What are their expectations of the breakfast show?
Radio 1 breakfast show: Times, presenters (NG and GJ), audience figures, regular features
How audeinces access the breakfast show?
Ownership and Funding
BBC funded by the television licence fee
In 2016/17 Radio 1 had a budget of £34.7 million (6m less that 2013/14)
BBC's first director general was Lord Reith
BBC has 10 radio stations and 40 local stations across the UK
Mission and Values
L/O; To research the host and production process
Greg James
- 34 years old
- Started doing radio at 14
- Used to play cricket (Has a strong interest in cricket)
- Joined BBC Radio 1 in 2007 (Hosting the early breakfast show)
- 2012 started hosting Drivetime on Radio 1
- Good friends with Nick Grimshaw
- Known for comedy
Trademark Features
- 'Unpopular Opinions'
- '10 minute takeover'
- 'Game Of Thrones'
- 'Yesterdays Quiz'
How does the show target its audience?
BBC radio 1 breakfast show targets its audiences through some of the content and through audience integration through the show. This include immediate responses from viewers texts and tweets and also allowing their audience to put forward song suggestions in the '10 minute takeover'. The show also targets the audience through casting Greg James as the host. James is someone who dosen't take himself to seriously and someone who takes a very relaxed approach when it comes to speaking on the radio.
What is the use of language like? Formal or informal? Give clear examples.
The show has a very relaxed tone for audience to listen to, in some cases calming audiences down. Language used on the show is very informal and jokey, an example of this could be from the breakfast show from the 27th of January where
What sort of features does the show have?
Some of the features include 'Unpopular Opinions', '10 Minute Takeovers', 'Game Of Phones', 'Yesterdays Quiz' most of these segments include the listening audience in some way. It links to audience participation which in turn links to targeting the audience.
What prior knowledge are they excepting the audience to have e.g. are they assuming that the audience would know who certain celebs are?
The show is probably expecting the audience to have a basic understanding of who certain celebs are however in the show they tend to reference who they are / what they do.
Explain, with specific examples, how your chosen episode meets the criteria that a typical episode should hit.
The BBC radio 1 breakfast show meets high standards through their own show by way of unique sound effects and jingles thought the show and the overall quality of the microphones and equipment used in order to put the show together and get it out the their audience.
The show is original through the various segments it features, this includes 'Unpopular Opinions' and 'Game Of Phones' and makes the show original though the way that these segments are specific, not just to the show, but to Greg James himself. The show is not that challenging and this could be because of the younger audience they expect to be listening at breakfast time. The show also features innovative segments, one of these was when the show gave a school teacher the opportunity to read out the location and a sneak peek of the line-up for the upcoming Radio 1's Big Weekend.
The show nurtures UK talent and an example of this is when Liz Lawrence, a young english singer/songwriter was being promoted as they played one of her songs. There where frequent news updates reporting on Kobe Bryant's death, Coronavirus spread, and news about The BAFTA's. In the episode their where 58 songs played in total so there do offer a number of songs and a variety of songs as well whilst also reflecting on the current state of the charts.
L/O; To explore the distribution of the show
Weekday mornings from 6.30 - 10am
Outside the UK the BBC 1 breakfast show is only available online
Their website has a 'best bits' feature, this appeals to a younger audience because of their low attention span
Radio is becoming less and less listened to. Social media platform subscriptions becoming more important
In relation to digital convergence (allowing audiences to listen to the radio on their phones)
Show has adapted through the accessibility of not needing to listen to the radio live and instead listening to their 'best bits'
Research the radio one breakfast show pages for -
L/O; To explore the industry regulations and ratings
How does the breakfast show inform, educate, and entertain
Inform
- New artists
Educate
- Regular news updates
Entertain
- Music
- Quizes / Games
Top 3 BBC breakfast shows - Radio 2, Radio 4, and Radio 1
Top commercial breakfast show - Heart
Who regulates the radio - Ofcom
Rajar
Official that records viewing figures and listening tends in radio
More than 230,000 extra listeners have tuned in science Greg James arrived in place of Nick Grimshaw.
However as a whole, listening figures have come down a lot. Could be because its an older demographic listening to the radio and so the younger audience the BBC 1 breakfast show are trying to target are not listening.
Exam style question
Radio listening figures are at an all time low, with Radio 1 breakfast show pulling in 2 million less listeners compared to 2010. Explain the reasons why radio leadership is decreasing. Refer to a specific example in your answer.
Use This
- Young demographic more reliant on smart phones and pick and choose what they listen to
- mAny use the app to listen to podcasts ore youtube to listen to key sections from the show only
- The change of host? Criticism
- Competitions from other stations
Songs that the Breakfast show shows are songs with artist under the age of 30, reaching a younger audience.
Have a 'brit-list' a list of songs with all the new British artists
Audience integration
Feeling as though they are around a table with an audience listening, very informal.
Reading out a tweet from the audience, very inclusive
every youtube / Facebook video will have a link to where you could watch the radio live
Institutionalised nature of the production = BBC values and being part of the BBC
Mocks -
Music vid and adverting for paper 1 (No Big Issue)
The jungle book and Breakfast show for paper 2 ( No Minecraft)
L/O; To Explore Minecraft & The History Of Gaming
- Looks like an action / adventure game (Pose, and a lot of action surrounding the person)
- Bight colours, for a younger audience appeal
- The main person is the focus point suggesting the game is surrounded around him
- Quite a dramatic angle, possible showing that the game could be quite intense
Major developments in the gaming industry from the past 40 years
Role of technology in peoples lives, people would use technology as a sense of leisure and downtime whereas before tech was only used for work. Gaming products developed in their advancements in image quality and more ambitious stories. People became able to purchase a console where they could play video games from their own homes. This started with Magnavox Odyssey console where people could play Pong. More people seem to be buying consoles and playing games as they are introduced to games from a younger age. More and more people seem to be getting on board with games that can teach their children or themselves something, without noticing that you are being sought something, Minecraft for example.
Different types of games you can get, and how do they differ?
Simulations
Adventure
Puzzle
Action
Shooter
Which are the main game companies? (Companies and game producers)
Microsoft
Sony
Nintendo
Sega
Activision Blizzard
Recent statistics about audience demographics
Minecraft
When was it released?
2011
Who designed it?
Markus Persson
Which company produced it?
Mojang
What is the idea of the game?
Adventure game exporting and doing whatever you want e.g. Building, exploration, remorse gathering, combat.
Who was the target audience?
5 - 15 year olds
How has it developed?
Originally independendently-produced and became a high success, developed through the games features and more of the simple things like characters and lighting.
Who Owns it now?
Microsoft (Bought for 2.5 billion dollars)
L/O; To Analyse The Format And Industry Bodies Linked To Minecraft
Format for Minecraft is a sandbox game (free roaming or open world game)
Mojang was initially developed specifically to publish Minecraft
Used earlier builds of the game in 2009 available to everyone and they where open to feedback
Game was distributed through Minecraft.net, everything else was done by Mojang
Microsoft bought it three years after its initial launch for so much money
The games where sold for around $20 and, unlike many other games, they didn't charge extra
Minecraft Microsoft Takeover
Minecraft videos people made and posted on Youtube where key to the marketing of the game helped with distribution by creating interest and hype online.
Brand implying their links to lego
Making Minecraft a game, not to make money, but for the audiences enjoyment up until the takeover
When the game was taken over audiences knew that the game was going to be monetised in order for Microsoft to make their money back
The Article
https://www.fastcompany.com/40561114/how-microsofts-marketplace-is-monetizing-the-minecraft-ecosystem
- Introducing the Marketplace, somewhere where people can buy add-ons for Minecraft
- The marketplace allowed creators to make a living and sell their work
How has Minecraft evolved as a brand?
Minecraft used to be a game which the developers care more about their users experience as apposed to profits or money made. This changed with the introduction of monetisation the game underwent in 2014, this was when Microsoft bought Minecraft for 2.5 billion dollars. Its brand has changed identity from a game in which content was limitless with no extra costs, up until now where their audience is becoming more susceptible to paying extra in order to get the best experience.
To what extent did Mojang exploit its unique brand identity to construct a clear and consistent audience?
Mojang exploited the ways in which people made videos on Minecraft and posted about it commenting in an extremely endearing. They used that as a primary source of exposure in order to gain popularity and interest on a global scale. Most people saw this as a way of celebrating what players of the game had made, so in a way its was a win-win. Mojang where able to advertised their game at no real cost to them, whilst keeping the players satisfied with the way that the game was made for the users.
In what ways has the ownership of Microsoft changed this relationship?
The relationship between the audience and Minecraft in regard to Minecraft could be better. However many people believe Minecraft would not be able to carry on going unless the game became monetised. Others where always going to stop playing the game when it became mortised. Microsoft needed a way to monetise the game, since they spent around $2.5 billion on it. They made a marketplace where people could upload creations and charge money for however wanted to download it.
In what ways does the evolution of the game indicate the practice of modern media institutions?
Many modern media products have gone through a similar process. Whereby an independent company produces a product that gains a lot of traction, where the audience feel as though their presents is appreciated by the developers. And bigger companies eventually buy the product to more of an international clientele. This usually results in a distrust and separation between the audience and the people who own that product.
L/O; To analyse the audience profile and appeals
Audience Demographic
- Primary target market = 8 - 50 year olds
- 8 -12 year olds seen as target market
- Approx. 44% of audience = 15 - 20 year olds
- Approx. 22% of audience = bellow 15 years old
1980s a certain stereotype of a gamer was created
1990s stereotype of violence and the effect of violence in games
Minecraft set to challenge those stereotypes, have to work together
Appeal of Minecraft for the target audience
Personal Identity
- Creating an online presents
- Expressing you own identity
- Playing with the character in the game
- Character customisation
- Exploring other peoples creations. Finding your own style
- Forums/online community
- Sharing creations through Youtube
Information/Servalace
- Informative creations of certain ares of the wold.
- Creations of real life places
Entertainment/Escapism
- Perfect world, positive and tranquil
- Escaping to your own perfect world
- Different modes of play, elevate the dullness of the world
- Diversion from the real world
Social Interaction
- Sense of community
- Invites interactions, online also two players on one console
- Social identity
- Forums/online community
- Sharing creations through Youtube
Addressing the audience
- Language used = informal and less grammar. (more accessible)
- Special Minecraft packs e.g. Moana and Harry Potter. (younger audience)
- Resurgence of an older target audience (nostalgia blocky style)
- Mechanics of the game are quite simple (more accessible)
- Reference to Lego (building things = nostalgia)
- Escapism and Social Interaction
- Parents happy for children to play Minecraft (its safe and less violent compared to other games)
Notes on -
How does the trailer construct the audience? (Mode of address? Language? Miss-en-scene? Representations?)
- Fully immersed in the world of Minecraft
- Song used from Moana
- Characters look as they do in the film
How might this be seen as an example of intertextuality?
- The mergence of these two media product in order to gain attraction for Minecraft and Moana individually
What ideas of modern media convergence are shown?
- The ideas of linking a popular film for children to Minecraft as a game is an example of convergence
L/O; To explore the appeal and changes in the game more fully
Players don't get bored of playing the game because of modding and extensions to the game in order to change their game.
Minecraft only ever had seven major updates since 2014 (the takeover)
More major updates than one a year under Microsoft
Updates where free
Minecraft updates have been crafted based on community and their wants and needs
Microsoft/Minecraft - Education and VR
Education
Schools using Minecraft as a way of teaching children 21st century skills like collaboration, creative problem solving, and digital citizenship.
VR
Only a certain amount of ways that would make Minecraft money without alienating their audience. So they use the VR sets and sell them to audiences.
What Impact Did The Acquisition Of Mojang By Microsoft Have On Minecraft? [12 MARKS]
In 2014 Microsoft bought out Minecraft for $2.5 billion. Previous to this, Microsoft was owned by a Swedish company Mojang. Mojang was create with the sole purpose to launch Minecraft and to give the game a platform for players to play on. This deal was made because of the raging success of Minecraft at the time and the amount of traction it was gaining online through YouTube, forums, and social media.
The response to this takeover by Minecraft throughout the Minecraft community was very poor. Up until this point, players of Minecraft thought the game was made primarily for them and secondarily to make a profit. However, this takeover would signify the beginning of the end for many Minecraft players after the realisation that the game would become more monetised in an effort from Microsoft to make profits and put the user experience as secondary priority. Some players knew that it was almost inevitable with all the attention and popularity Minecraft was gaining that it was going to get bought out by a conglomerate. With that in mind some players where always going to stop playing as soon at any sort of takeover happened and those people never really gave Microsoft a chance.
The impact that the takeover had on Minecraft was more gradual than people may have expected. The market place was introduced to the game as a way monetise some of the creations which were popularly downloaded whiten the community. Microsoft also introduced Minecraft as a learning tool for the use of children in schools. This movement was supposed to teach children 21st century skills, these include creative problem solving, collaboration, and digital citizenship.
L/O; To explore exam focus and apply to the case study
Industry
The specialised and institutionalised nature of video game production, distribution and circulation
- How video games have developed as a medium
- Games become available on multiple platforms as the newest platforms come available
- Minecraft now a multi-platform game
- Minecraft introduced to smartphones, Nintendo consoles, and xbox/playstation devices
- Improves profitability, reaches new audiences
- Game circulated through user creations and gameplay shown on YouTube
The relationship of recent technological change and video game production, distribution and circulation
- Most players didn't need a physical copy of the game
- Players encouraged to download the game through the cloud servers (Costs less for the company)
- For Minecraft physical copies often released six months after its viable for download (To stop hacking, file sharing, and limit the impact of privacy)
- Minecraft Realms (2013) tried to prevent users form creating their own virtual spaces and hacking
- Multiple updates to put what the users what into the game
- Players expect to never get bored, thanks to modding
The significance of patterns of ownership and control, including conglomerate ownership, vertical integration and diversification
- Talking about Mojang studios (Now owned by Microsoft studios)
- Minecraft takeover was done for long term revenue
- Telltale Games was part of a collaboration who helped develop Minecraft: Story Mode
- Microsoft takeover and effects that had on the players
- Players thought their game was being overtaken by a company who where putting profits ahead of user experience
The significance of economic factors, including commercial and not-for-profit public funding, to media industries and their products
- Big video games focus on international marketing and would often have a international release at the same time
- Minecraft was developed on readily available open source software
- Other mainstream games require entire teams of programmers, artists, and engineers
- Minecraft have many links to non-profit projects
- An educational version of the game has also been developed in 2012
How media organisations maintain, including through marketing, varieties of audiences nationally and globally
- Minecrafts success was largely to do through word of mouth or players sharing their creations on Youtube
- Other Minecraft versions where created to reach new audiences (Story Modes, spectator modes and multi-player functionality)
- Reached out to merchandising opportunities, giving players an incentive to buy the game on different platforms
- Intertextual references made through Lady Gaga, South Park, and The Simpsons
- 2019 resulted in a joint venture with Warner Brothers to realise a Minecraft film
The regulatory framework of contemporary media in the UK and impact of 'new' digital technologies on media regulation, including the role of individual producers
- Initially Minecraft series was rated PEGI 7
- Could argue that the Youtube videos made could be more risqué than the game itself
- Marketplace introduced in 2016 to trade maps, skins, and texture packs
- Introduction of Minecraft for schools to be used for educational purposes
The impact of digitally convergent media platforms on video game production, distribution and circulation, including individual producers
- The nature of the game development in Java means there are many similar rival games
- When Microsoft purchased Minecraft, Nintendo made a very similar game called 'Battleminer'
- Could argue that Minecraft was the right game to come along at the right time
Audience
How audiences are grouped and categorised by media industries, including by age, gender and social class, as well as by lifestyle and taste
- Minecraft has an appeal throughout different ages, genders, and social / cultural backgrounds
- Variation of modes to enjoy (for variety of people)
- Audiences shape their own worlds and create new identities
- Audiences create their own online persona
- Audiences share their creations on Youtube and forums
How media producers target, attract, reach, address, and potentially construct audiences
- Other versions appeal to existing fans (narrative features, open world gameplay)
- New elements to target a wider audience (Story Mode)
- Minecraft Realms was create to have audiences play together on dedicated servers (Increase subscription revenues)
- Players can get new experiences from the game through Youtube and forums
- Minecraft made the game initially FOR the players and not for profits
How media industries target audiences through the content and appeal of media products and through the ways in which they are marketed, distributed and circulated
- Initially, there was limited advertisement for the game
- In the early days Mojang used to promote Minecraft creations through Youtube, unearthing a new audience
- It was the bus surrounding online forums which boosted Minecraft's audience
- Marketing now is similar to that of popular mainstream games
- Things like the Minecraft movie and the numerous conventions that take place allow a chance for newer audiences to take part
The interrelationship between media technologies and patterns of consumption and response
Youtube, Facebook, and online fan communities gave the audience a voice
- Audience highly involved in any updates / modifications they game might undergo
- Numerous niche audiences across the internet
- Mojang promoted many different Minecraft creations through Youtube and the forums
- Introduction of the marketplace, allows audience to source and trade their creations (boosted online persona)
How audiences interpret the media, including how they may interpret the same media in different ways
- Several formats and versions to play Minecraft
- 'Cross-play' introduced which means that audiences don't need the same console to play with one another
- VR and alternative reality introduced which allowed audience to experience the game in different ways
How audiences interact with the media and can be actively involved in media production
- Minecraft Marketplace is a good example of the industry listening to their audiences
- Nature of the game and how it allows audience to learn new skills such as programming
- Several prosumers on Youtube and across blogs dedicated their channels to tutorials and promote their own maps
- Open ended diction on forums and online communities
- Earlier on in Minecraft, it relied on audience involvement with the media in order to grow the game
L/O; To review key areas and exam style questions
Independent production
usually games made by teams of developers for a production company
Markus Person was independent
Markus Persson did reject other offers prior to Microsoft
Development
Development of game consoles
Wii console was first remote developed game console
Impact on mobile phones and mobile gaming
Minecraft
Used collaboration with their audience
Game developing amongst a small community, broke the mould for video game development
It was released across a vide variety of platforms
Deal with sony, enables audience to get the game on mobile devices
Deal with sony enables Minecraft to target non-gamers
Distribution
Exploited media convergence
Minecraft developed at a time when you didn't need a computer to game
Microsoft takeover = More merchandise, Spin off games, and movie
Marketing
All about user generated marketing
Microsoft pushed and grew -
- Website
- Minecraft Realms
- Marketplace
- Social Media
- Minecraft Wiki
Audience
Mian audience = Under 30 years old, European and North American, Mainly Male
Audience interact with the brand through -
- Youtube
- Game Mods
- Fan Sites And Forums
- Multiple Gameplay Modes
Proliferation of technology (There is more and more of it)
General movement with newer games not being able to be played on older divides - worries the audience that they might not being able to afford a new console to play a new game.
Advantages -
More money for companies, more development and audience appeal with their consoles
Audiences have more control, game where you like on your phone
The audience might not be able to
Disadvantages -
Not having a game that is compatible with their older console
More of a chance of technology not working properly
Costing of newer consoles
Industries have less control
- Production
- Distribution
- Consumption
Fan made media, doubles up as free marketing for Minecraft
Question 3 -
How does the interrelationship between media technologies and patterns of consumption and response work in relation to Minecraft?
The Minecraft audience plays a unique part in the way the game can develop and change in relation to what players want. The audience have an extremely active voice through the use of online platforms such as Minecraft forums, Youtube, and the Marketplace. These media technologies give players the chance to discus and talk about the game with other players as well as share content they have taken time and care over.
Youtube is a very good example of the ways in which interrelationship between media technologies and patterns of consumption and response work in relation to Minecraft. This is because of the number of channels dedicated to; showcasing other players creations, walkthroughs, or tutorials. This creates a online community which can grow and become strong enough to have an effect on the game and, more specifically, hoe the game can develop. Communities of Minecraft's audience feel its their role to use their active voice as a way to improve the game with suggestions and requests.
Another good example are the ways in which Minecraft forums are used for players to express their views and sometimes used to help other players in relation to their own games. Minecraft forums probably have the biggest voice when it comes to the
BBC Radio
The radio on breakfast show is the most listened to show on BBC Radio
Whats public service broadcasting, and what does this mean for the BBC?
How is the BBC funded?
Who are the target audeince for BBC rafio 1? What are their expectations of the breakfast show?
Radio 1 breakfast show: Times, presenters (NG and GJ), audience figures, regular features
How audeinces access the breakfast show?
Ownership and Funding
BBC funded by the television licence fee
In 2016/17 Radio 1 had a budget of £34.7 million (6m less that 2013/14)
BBC's first director general was Lord Reith
BBC has 10 radio stations and 40 local stations across the UK
Mission and Values
L/O; To research the host and production process
Greg James
- 34 years old
- Started doing radio at 14
- Used to play cricket (Has a strong interest in cricket)
- Joined BBC Radio 1 in 2007 (Hosting the early breakfast show)
- 2012 started hosting Drivetime on Radio 1
- Good friends with Nick Grimshaw
- Known for comedy
Trademark Features
- 'Unpopular Opinions'
- '10 minute takeover'
- 'Game Of Thrones'
- 'Yesterdays Quiz'
How does the show target its audience?
BBC radio 1 breakfast show targets its audiences through some of the content and through audience integration through the show. This include immediate responses from viewers texts and tweets and also allowing their audience to put forward song suggestions in the '10 minute takeover'. The show also targets the audience through casting Greg James as the host. James is someone who dosen't take himself to seriously and someone who takes a very relaxed approach when it comes to speaking on the radio.
What is the use of language like? Formal or informal? Give clear examples.
The show has a very relaxed tone for audience to listen to, in some cases calming audiences down. Language used on the show is very informal and jokey, an example of this could be from the breakfast show from the 27th of January where
What sort of features does the show have?
Some of the features include 'Unpopular Opinions', '10 Minute Takeovers', 'Game Of Phones', 'Yesterdays Quiz' most of these segments include the listening audience in some way. It links to audience participation which in turn links to targeting the audience.
What prior knowledge are they excepting the audience to have e.g. are they assuming that the audience would know who certain celebs are?
The show is probably expecting the audience to have a basic understanding of who certain celebs are however in the show they tend to reference who they are / what they do.
Explain, with specific examples, how your chosen episode meets the criteria that a typical episode should hit.
The BBC radio 1 breakfast show meets high standards through their own show by way of unique sound effects and jingles thought the show and the overall quality of the microphones and equipment used in order to put the show together and get it out the their audience.
The show is original through the various segments it features, this includes 'Unpopular Opinions' and 'Game Of Phones' and makes the show original though the way that these segments are specific, not just to the show, but to Greg James himself. The show is not that challenging and this could be because of the younger audience they expect to be listening at breakfast time. The show also features innovative segments, one of these was when the show gave a school teacher the opportunity to read out the location and a sneak peek of the line-up for the upcoming Radio 1's Big Weekend.
The show nurtures UK talent and an example of this is when Liz Lawrence, a young english singer/songwriter was being promoted as they played one of her songs. There where frequent news updates reporting on Kobe Bryant's death, Coronavirus spread, and news about The BAFTA's. In the episode their where 58 songs played in total so there do offer a number of songs and a variety of songs as well whilst also reflecting on the current state of the charts.
L/O; To explore the distribution of the show
Weekday mornings from 6.30 - 10am
Outside the UK the BBC 1 breakfast show is only available online
Their website has a 'best bits' feature, this appeals to a younger audience because of their low attention span
Radio is becoming less and less listened to. Social media platform subscriptions becoming more important
In relation to digital convergence (allowing audiences to listen to the radio on their phones)
Show has adapted through the accessibility of not needing to listen to the radio live and instead listening to their 'best bits'
Research the radio one breakfast show pages for -
L/O; To explore the industry regulations and ratings
How does the breakfast show inform, educate, and entertain
Inform
- New artists
Educate
- Regular news updates
Entertain
- Music
- Quizes / Games
Top 3 BBC breakfast shows - Radio 2, Radio 4, and Radio 1
Top commercial breakfast show - Heart
Who regulates the radio - Ofcom
Rajar
Official that records viewing figures and listening tends in radio
More than 230,000 extra listeners have tuned in science Greg James arrived in place of Nick Grimshaw.
However as a whole, listening figures have come down a lot. Could be because its an older demographic listening to the radio and so the younger audience the BBC 1 breakfast show are trying to target are not listening.
Exam style question
Radio listening figures are at an all time low, with Radio 1 breakfast show pulling in 2 million less listeners compared to 2010. Explain the reasons why radio leadership is decreasing. Refer to a specific example in your answer.
Use This
- Young demographic more reliant on smart phones and pick and choose what they listen to
- mAny use the app to listen to podcasts ore youtube to listen to key sections from the show only
- The change of host? Criticism
- Competitions from other stations
Songs that the Breakfast show shows are songs with artist under the age of 30, reaching a younger audience.
Have a 'brit-list' a list of songs with all the new British artists
Audience integration
Feeling as though they are around a table with an audience listening, very informal.
Reading out a tweet from the audience, very inclusive
every youtube / Facebook video will have a link to where you could watch the radio live
Institutionalised nature of the production = BBC values and being part of the BBC
Mocks -
Music vid and adverting for paper 1 (No Big Issue)
The jungle book and Breakfast show for paper 2 ( No Minecraft)
WHERE IS ALL YOUR WORK???
ReplyDeleteIf it is saved as drafts, please PUBLISH it!
ReplyDeleteDISNEY BRANDING - great answer but you don't really explain what the Disney brand image was?!
JB EXAM PRACTICE - Why is this not done>?
MINECRAFT RESEARCH Qs - A solid overview. Make sure you know exactly what the Minecraft Brand Image was/is now.
MINECRAFT AUDIENCE TASK - not here? Catch up with notes please
ReplyDeleteMINECRAFT Q (15TH JAN) - good
MINECRAFT INDUSTRY NOTES - GOOD
MINECRAFT EXAM Q (27th Jan)- far to brief for a 15 mark Q
RADIO 1 BREAKFAST SHOW WEBSITE ANALYSIS - needs completing