For And Against Video Games

Video Games

For and Against

Video games can have a positive effect on people and also a negative effect, it depends on the person and the media put towards them. Video games are supposed to be showed at a pacific audience, but people don't always go by these rules, or understand them. The way in which the company selling these games show who should be or not playing certain games, is via the rating system done by the BBFC

Ratings Given By BBFC

 The age rating is there to allow parents to know what games their children should be playing at what age. Some parents choose to ignore these restrictions and some even think it is just a difficulty level. The problem with the rating system is that parents do not understand properly. Some parents feel fine giving a 13 year old a 18 rating game, but if you asked them is they would let their 13 year old what an 18 film, it's a different story. The rating are they for the same reason as films. The higher the rating the more violent, the more bad language, sex/nudity, drug use (mature themes or references). It seems a lot more easier for kids to pick up higher rating games, which is a problem. There was a serious issue in England at one point over a game called Manhunt. This games showed scenes of how to torture and kill people. This game apparently influenced a young boy named Warren Leblanc, he ended up brutally killing his friend Stefan Pakeerah.

Video games are also used to influence brain development. A great example of this is Brain Training by  Dr. Kawashima. The game is designed for all audiences and is supposed to keep the brain 'sharp'. There was a study that involved 600 scottish students. It was found that after the students playing the game for 20 minutes. They did a maths test, and the score increase for 50% of the students. Doctors recommend the game for prevention of dementia and alzheimers. 

Users And Gratification

Hypodermic Needle Theory, Users and Gratifications, Reception study and passive or active Consumptions

Users and Gratification theory is an approach to understanding why and what people do with the media;

• Watch for pleasure
• Emotional Release
• To escape from reality

My advert would be used for pleasure and for emotional release mainly. People would go to a music night to recharge their batteries from the normal working week. Music has always been seen as a way to get rid of stress and to get away from everyday life. 

The hypodermic needle theory is where companies place messages in film or products that the person viewing it does not really the message is being presented. These are called subliminal. 

An example of this would be the colours of logos that fast food companies use. Notice the colours used include: red, yellow, orange and green. Mainly red and orange are used because they are known to trigger hunger and/or excitement in the brain. Research has found out that people are more likely to eat the food in a room with warm colours than a room with: blues, blacks and purples. 

Active and passive audiences 

An active consumer is a engaging with the media message. They do not simply just accept the message. They would take it away and think about it, put it isn't their own perspective. The way they interpret the media would differ on their cultural beliefs, how they were brought up, political views etc.

A passive audience do not actively interact with the media message. The consumer would not think twice about the message, and just accept it for how it is. The way a passive audience would view the media would be how the company would be expecting the consumer to view it. 

Reception Study

Reception Theory

Reception theory is a way of understanding media by how audiences see it and how their interpretation is affected by the media. Also the way you view the media product affects it as well. So example, the people you are watching the film with may affect the way you enjoy the film. A good example of this is, pretend you're in the cinema, you're enjoying the film, but then you might hear some chatter behind you or kicking on you're chair. You're going to get distracted, miss some of the film, therefore your interpretation of that scene of the film might be different to other people as you may have missed something. 

Other things that may affect the viewer is personal experiences. For example, you're watching a romantic film, and you've recently broke up with your spouse, in you're mind you might be relating to it and may be affected by the film more than others. Other things may include, historical knowledge, political views and even social status. 

You may start to watch a film with expectations, if these are staying in your mind, these might change the way you watch the film. For example, if a review you read told you there was a really good scene 45 minutes through, you are waiting for this scene, and if it is not good when you get to it, your reception to the rest of the film would be even worse than your starting opinion. 

Vantage Point (film)

To look into this theory, I watched Vantage Point with my class at college. The film was projected onto a whiteboard and the room was lit. Occasionally there was chat behind me, but that was easily ignorable.  I think the experience would of been better with many factors including; better sound, better lighting (dark), silence in the room, bigger screen and better definition of the film. 

The experience would of been best in a cinema, it's dark, full surround sound and the best quality film footage on the screen size. Most of the time in a cinema you don't have people talking so there wouldn't be anyone to distract you. The only sound problem in the cinema is the minor 'popcorn eating' and rustling but that never seems to affect me at all as it is only a slight sound. 

Audience Profile

I care about my appearance,                 I wear baggy clothes when I go          All-nighters are my thing. 

I want to look smart all                         out dancing with my mates.                Don't stop dancing until I

the time.                                                                                                           pass out and fall asleep.

I want to do what I want

most of the time...sometimes                                                                         Alcohol and pills interest me

the police might get involved,

but i'm not fussed, as long

as i'm having a wild time.

I have a record collection.                                                                              I am 19 years old and work
Mostly northern soul.                                                                                        at a local pub weekdays.
I have been collecting for
5 years now.                                                                              



I hate conforming, the music
and the lifestyle takes you
away from all of that.

Research Methods

Research

This is my second idea, a music video. I found a channel on sky that plays old music videos. It's called Vintage TV. I had a look at this because it was the closest I could find to what I wanted. I researched on what the viewing figures were on BARB. I think because the viewing figures aren't that high compared to others, it is more of a niche market. This would be great for me as my music video would be based towards a niche market. 

I can complete qualitative research by asking people I know who are into the music and to see what they about my ideas. I was either going to base it around a 60s mod rock song, or a classic tune from the northern soul scene (as a music video for that has never been done before). 

My quantitive research can be completed online, as I am part of a forum with a good 20,000 members and can get a lot of results if needed, by filling out surveys. For example, a question on the survey would be, ' what would you expect to see in the music video?', 'do you think it is important to have a narrative?' etc. 

Secondary research can be used, to see what channel gets the most views at a certain time, if needed, to make sure that the music video gets the most views possible. 

Audience Feedback

Audience Feedback

Focus group are key to understanding audience feedback. They give the company 1st hand feedback. The group would be given a set of questions, listen to the radio and then answer the questions to the best of their ability. The focus groups would have to be separated  by male and female to start with. This would be because the different genders would have completely different opinions (in general). 

Reviews are also a great way to get feedback, you can get feedback from all types of people. The young to the old, and people who are interested in different types of radio. 

Questionnaires are also another way in which the public can give a review on the product. This could be as a multiple choice survey or a survey where you write down a full answer. 

Complaints from the audience are a great way of getting feedback as you can understand what the people want, what you're doing wrong, what you can change and how you can change it so more people listen in to your radio. 

Feedback will affect your product in a lot of ways, mainly on how you can improve it and change the way it is presented.

Rajar - Radio
Barb - TV
Abc - Print Based

Representation

Representation 

The definition of representation is, the description or portrayal of someone or something in a particular way or as being of a certain nature. These are usually used along with stereo types, for example with the elderly you have the clothes, the attitude and the facial expressions. I found a video that has all these components in and really describes how the elderly stereotype. 

With my idea with the radio broadcast, I will have to stereotype what music my target audience will be listening to. This is easier because I am aiming at a small market. 

I had a look at this picture of the elderly. As you can see, there is alot of stereotypes involved. I'm just going to name a few:

• Glasses
• Clothes (plain)
• Facial expressions (grumpy)
• Sitting down
• Hand placement
• Old married couple (not happy)
• Watching something (possibly TV)

This stereotype is very negative, as it portraying the elderly in a bad manner, or depicting them as unsociable. 

In my product i am going to have to use representation like they have here, but to a different degree. Obviously you can't please everyone, so you have to have a basic plan, on what items and where they are going. For example, in a radio broadcast, the music played and information played on air by the presenter is going to be playing the mass. Even if the station is niche market, they will play to the mass of the niche audience.