Videogames: Henry Jenkins - fandom and participatory culture

Henry Jenkins is a key audience theorist – an expert in fandom and participatory culture.

We need to apply Jenkins's ideas to our videogame CSPs but also think back to where his ideas are relevant with other media texts we have studied. His work on participatory culture links with Clay Shirky in places and the concept of fandom is important to many media texts - from TV drama to magazines.

Notes

Henry Jenkins is an expert in fandom and participatory culture. Key to this idea is the concept of the ‘prosumer’ – audiences that create as well as consume media. This culture has revolutionised fan communities with the opportunity to create and share content. It also links to Clay Shirky’s work on ‘mass amateurisation’.

Fandom is now big business – with Comic-Con events making millions. More importantly, the internet has demonstrated the size of fan communities so it is no longer a minority of ‘geek’ stereotypes but mainstream popular culture (such as Marvel, Harry Potter or Doctor Who).




Jenkins defends fan cultures and argues that fans are often stereotyped negatively in the media because they value popular culture (e.g. films or games) over traditional cultural capital (high brow culture or knowledge). The irony is fan culture is often dominated by middle class, educated audiences.

Jenkins discusses ‘textual poaching’ – when fans take texts and re-edit or develop their meanings, a process called semiotic productivity. Fan communities are also quick to criticise if they feel a text or character is developing in a way they don’t support.


EU copyright law: a threat to participatory culture?

A new copyright law currently moving through the European Parliament has been described as a potential 'meme-ban'. It would place the responsibility for the distribution of copyrighted material with the platform rather than the user or copyright holder - and therefore could lead to huge amounts of content being removed. If implemented in full, it could end textual poaching, fan-made texts and re-edits and many more examples of fandom and participatory culture. You can read more on the potential implications in this Wired feature.

Henry Jenkins - fandom blog tasks

The following tasks will give you an excellent introduction to fandom and also allow you to start exploring degree-level insight into audience studies. Work through the following:

Factsheet #107 - Fandom

Use our Media Factsheet archive on the M: drive Media Shared (M:\Resources\A Level\Media Factsheets) to find Media Factsheet #107 on Fandom. Save it to USB or email it to yourself so you have access to the reading for homework. Read the whole of Factsheet and answer the following questions:

1) What is the definition of a fan?

2) What the different types of fan identified in the factsheet?

3) What makes a ‘fandom’?

4) What is Bordieu’s argument regarding the ‘cultural capital’ of fandom?

5) What examples of fandom are provided on pages 2 and 3 of the factsheet?

6) Why is imaginative extension and text creation a vital part of digital fandom?

Tomb Raider and Metroid fandom research

Look at this Tomb Raider fansite and answer the following questions: 

1) What types of content are on offer in this fansite?

2) What does the number of links and content suggest about the size of the online fan community for Tomb Raider and Lara Croft? Pick out some examples from this page.

3) Scroll to the bottom of the page and look at the short ‘About me’ bio and social media updates. Is this a typical example of ‘fandom’ in the digital age? Why?

Now look at this Metroid fansite and answer the following: 

1) What does the site offer?

2) Look at the Community Spotlight page. What does this suggest about the types of people who enjoy and participate in fan culture?

3) There is a specific feature on Metroid Prime 2: Echoes. What do the questions from fans tell you about the level of engagement and interest in the game and franchise from the fan community?

Henry Jenkins: degree-level reading

Read the final chapter of ‘Fandom’ – written by Henry Jenkins. This will give you an excellent introduction to the level of reading required for seminars and essays at university as well as degree-level insight into our current work on fandom and participatory culture. Answer the following questions:

1) There is an important quote on the first page: “It’s not an audience, it’s a community”. What does this mean?

2) Jenkins quotes Clay Shirky in the second page of the chapter. Pick out a single sentence of the extended quote that you think is particularly relevant to our work on participatory culture and the ‘end of audience’ (clue – look towards the end!)

3) What are the different names Jenkins discusses for these active consumers that are replacing the traditional audience?

4) On the third page of the chapter, what does Wired editor Chris Anderson suggest regarding the economic argument in favour of fan communities?

5) What examples does Jenkins provide to argue that fan culture has gone mainstream?

6) Look at the quote from Andrew Blau in which he discusses the importance of grassroots creativity. Pick out a sentence from the longer quote and decide whether you agree that audiences will ‘reshape the media landscape from the bottom up’.

7) What does Jenkins suggest the new ideal consumer is?

8) Why is fandom 'the future'?

9) What does it mean when Jenkins says we shouldn’t celebrate ‘a process that commodifies fan cultural production’?

10) Read through to the end of the chapter. What do you think the future of fandom is? Are we all fans now? Is fandom mainstream or are real fan communities still an example of a niche media audience?

Extension: EU copyright law - is a meme ban coming?

Read this Wired feature on the upcoming EU copyright law (Article 13 and Article 11) and discuss the potential implications for participatory culture and fandom. How might this impact on fans' 'textual poaching'?

There is plenty of work here but you will have the Christmas holiday to complete it. Exploring Jenkins will also give you a high-level academic theorist to employ in your upcoming Media PPEs.

Fandom work all due: Monday 13 January

Coursework: draft deadlines

After filming our trailers and completing some superb work in our photoshoots, it's now time to look at draft deadlines.

*EDIT: Due to the loss of data from Media Shared, we have revised the below deadlines and will re-do photoshoots in class this week for anyone who has lost their images*

This is the most important part of the coursework - the actual editing, design and construction of professional-level media productions. We know this is time-consuming - professional work takes serious commitment in the edit suite. Hopefully, the opportunity to download and use Creative Cloud software at home is useful and allows you to dedicate a day or two of your Christmas holiday to creating some media magic. 

Upcoming deadlines

Print OR video draft submission: Thursday 9 January 
Second submission: Thursday 16 January 

This allows you to prioritise your own project and deliver EITHER the video trailer OR the print work on 9 January and then submit the other half of the coursework the following week.

The video requires an exported 90-120 second TV drama trailer rough cut for the drama outlined in your Statement of Intent. This needs to be clearly labelled in your folder on Media Shared.

The print pages require four completed PDF files in your folder on Media Shared. You also need to save JPEG versions and post these to your blog.

You will then be given final tutorials on these rough cuts and drafts prior to the final deadline after February half-term.

Videogames - Metroid Prime 2: Echoes

Our second videogames CSP is Metroid Prime 2: Echoes (2004).

This is another in-depth CSP so will require significant work and research for an extensive blog case study.

The basics

• First-person action-adventure game produced for Nintendo GameCube (2004)
• Part of Metroid franchise – 7th game in series, sequel to Metroid Prime (original Metroid was 1986 on NES; latest release was Metroid: Samus Returns in 2017 on 3DS)
• Sold around 800,000 copies worldwide (quite low based on Nintendo franchises and previous Metroid games) 
• Game follows bounty hunter Samus Aran as she is sent to rescue Galactic Federation Marines
• She must battle the Ing (a destructive race from another dimension) and a mysterious version of herself called Dark Samus
• The game’s head-up display simulates the inside of Samus’s helmet and features map, radar, health bar, weapons and more
• Prime 2 Echoes is the first Metroid title to feature a 4-player multiplayer element

Metroid Prime 2: Echoes - blog tasks

Create a new blogpost called 'Metroid Prime 2: Echoes case study' and complete the following in-depth tasks.

Language

Analyse the game cover for Metroid Prime 2: Echoes (above).

1) How does the cover communicate the genre of the game?

2) What does the cover suggest regarding gameplay and audience pleasures?

3) Does the cover sexualise the character of Samus Aran? Why/why not?


Trailer analysis

Watch the trailer for the game:




1) What do you notice about genre?

2) How is the character introduced? Is Samus Aran obviously female?

3) How can we apply Steve Neale’s genre theory that discusses “repetition and difference”?

Gameplay analysis

Watch the following gameplay clips again:





1) What does the gameplay for Metroid Prime 2: Echoes involve?

2) Write an analysis of the media language choices in the construction of the game: e.g. genre, narrative, mise-en-scene, camera shots etc.

3) Analyse the clips for audience pleasures, applying audience theory and considering media effects.



Audience

Research the audience for Nintendo and specifically the Metroid franchise, including Metroid Prime 2: Echoes. You may wish to start with the following pages:

Reddit discussion of why people play Metroid
Giant Bomb forum: Who exactly is Nintendo’s demographics?
Reset Era: Nintendo’s audience getting older

1) Who might the target audience be for Metroid Prime 2: Echoes, based on your research? Discuss demographics and psychographics.

2) How has Nintendo’s audience changed since the original Metroid game in 1986?

3) What audience pleasures are offered by Metroid Prime 2: Echoes or the wider Metroid franchise?

4) What effects might Metroid have on audiences? Apply media effects theories (e.g. Bandura’s social learning theory, Gerbner’s cultivation theory). 

Read this Gamesparks feature on gaming demographics and answer the following questions:

1) Who is considered to be the stereotypical gamer?

2) What has changed this?

3) What role do women play in the videogames market? Quote statistics from the article here.

4) Why are older gamers becoming a particularly important market for videogames producers? How can you link this to the Metroid franchise?

5) What does the article suggest regarding audience pleasures and expectations for different generations of gamer?


Industries

Read this Destructoid blog on the Metroid franchise. Answer the following:

1) Why has Metroid never quite fitted with the Nintendo brand?

2) What franchises have overtaken Metroid in the sci-fi hyper-realism genre in recent years?

3) Why does the writer link old boy bands from the music industry to the Metroid franchise? Do you agree with this reading of the brand?

4) What is an ‘AAA’ or ‘triple-A game’ in the videogames industry?

5) Do you think there will be further Metroid games featuring Samus Aran? Should there be?


Representation

Read this BBC3 feature on Samus Aran and answer the questions below:

1) What was notable about the original Metroid game in 1986?

2) What were the inspirations behind the gameplay and construction of Metroid?

3) Why are the endings to the original Metroid considered controversial?

4) What reaction do you think the reveal of Samus Aran in a bikini would have got when the game was first released in 1986? Have attitudes towards women changed?

5) How have later versions of the Metroid franchise sexualised the character of Samus Aran?

6) How can we apply Liesbet van Zoonen’s work to Samus Aran and Metroid?

7) What did Brianna Wu suggest regarding the character of Samus Aran?

8) Do you see Samus Aran as a feminist icon or simply another exploited female character?


Read this Houston Press feature on Samus Aran and entitled male gamers. Answer the following questions:

1) What does Anita Sarkeesian suggest regarding Samus Aran?

2) Why does Brianna Wu (and others) suggest Samus Aran may be transgender?

3) Why is Samus Aran useful for male gamers trying to argue videogames are not sexist?

4) Why are Lara Croft, Zelda and Peach not ideal examples to argue for female equality in videogames?

5) What does the ‘SJW’ in ‘SJW-gender politics’ refer to?

6) How can we apply Gerbner’s Cultivation theory to representations of women in videogames as discussed in the article? How might this lead to ‘entitled male gamers’? 


7) Does the videogame industry have a problem with gender? Provide evidence for your argument.

Complete for homework - due in the first lesson back after Christmas.

Videogames: Tomb Raider Anniversary

Our first videogames CSP is Tomb Raider: Anniversary (2007).

This is an in-depth CSP so will require significant work and research for an extensive blog case study.

The basics

• Released in 2007 on multiple consoles, PC and Mac. 
• The Wii version had active features; on Xbox it was the first game to be offered on Xbox Live Marketplace.
• 11th version of the Tomb Raider franchise.
• Marked 10th anniversary of original 1996 Tomb Raider game.
• Sold 1.3m copies – good but nowhere near original (7m+ copies).
• Game was based on original (offering nostalgia) but with updated graphics and gameplay – faster and more agile; more realistic visuals.
• Genre: Action adventure
• Protagonist/avatar (character player controls): Lara Croft
• Quest narrative driven by enigma and action codes and culminating in a final confrontation with antagonist. Lara Croft is dispatched to New Mexico to recover part of the Scion of Atlantis
• Gameplay involves: Exploration; Overcoming physical obstacles; Puzzles; Fighting; Gunplay.

Tomb Raider Anniversary: blog tasks

Language and Audience

Analyse the game cover for Tomb Raider Anniversary (above).

1) How does the cover communicate the genre of the game?

2) How does the pose and costume of the character appeal to primarily male audiences?

3) How might the cover be read as empowering for female gamers?

Gameplay analysis

Watch the following gameplay clips again:



1) What does the gameplay for Tomb Raider Anniversary involve?

2) Write an analysis of the media language choices in the construction of the game: e.g. genre, narrative, mise-en-scene, camera shots etc.

3) Analyse the clips for audience pleasures, applying audience theory and considering media effects.


Representations

Read this NME feature on the evolution of the character of Lara Croft. Answer the following questions:

1) Note the statistics in the opening paragraph.

2) How does the article describe the cultural change in society and the media since the early 00s?

3) How was the original 1996 Lara Croft received by audiences and critics?

4) What did the 2013 re-launch do differently – and how successful was it?

5) How is ‘woke Lara’ defined in the conclusion of the feature?


Now read this feature – Tomb Raider’s Lara Croft: feminist or femme fatale? 

1) Why is Lara Croft considered a “polarising figure among gamers”?

2) How did the limitations of game construction in the 1990s help to establish the way female characters were animated?

3) Why were Lara Croft’s physical attributes emphasised in the original games?

4) How does Anita Sarkeesian describe Lara Croft?

5) Why has Lara Croft’s appearance and characterisation changed over time?

Industries

1) Why is Lara Croft such an iconic figure in the gaming industry?

2) What products and spin-offs have featured Lara Croft or the Tomb Raider brand?

3) Why might Lara Croft be considered a postmodern icon?

4) Why is Tomb Raider Anniversary a 'case study in conglomerate ownership'?


Grade A/A* extension tasks

Link Tomb Raider Anniversary to our work in the unit so far:

1) What examples from the Tomb Raider franchise are included in Anita Sarkeesian's video series 'Tropes vs Women in Video Games'?

2) How can we apply Liesbet van Zoonen's work to Lara Croft and Tomb Raider?


Complete for homework - due in your second lesson next week.