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

Read Media Factsheet #107 on Fandom. Use our Media Factsheet archive on the M: drive Media Shared (M:\Resources\A Level\Media Factsheets) or log into your Greenford Google account to access the link. 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 site that you find interesting.

Now look at this Metroid fansite and answer the following: 

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

2) 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?

A/A* extension: 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?

Optional extension: EU copyright law - is a meme ban really being considered?

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: due date on Google Classroom.

January mock exams - what to revise for Media

Your January A Level Media mock exams are the real deal - the opportunity to put everything you have learned to the test.

Students typically do better in the summer exams than the last set of mocks - but usually only by around a grade. This means you need to make sure you are fully prepared for these exams with the aim of achieving your target grade or just off it.

The following will help you plan your revision:

Media Paper 1

Media Paper 1 Section A will always focus on Media Language and Representations. This means the following CSPs:

Advertising & Marketing
Score & Maybelline That Boss Life

Music Video
Letter to the Free & Ghost Town

Media Paper 1 Section B will always focus on Media Audiences and Industries. This means the following CSPs:

Film Industry

Blinded By The Light

Radio

BBC Radio 1 Newsbeat and War of the Worlds

Newspapers (not in January PPE - we haven't learned this yet)

The Daily Mail and The i

Unseen question

The first question in Media Paper 1 Section A will always be an unseen media product.

The second question will also relate to the unseen while also bringing in a CSP. This means it is likely the unseen product will link to advertising and marketing or music promotion.

20-mark essays

There will be TWO 20-mark essays in Paper 1 – at the end of each section. AQA states for your extended response questions:

“You will be rewarded for your ability to construct and develop a sustained line of reasoning which is coherent, relevant, substantiated and logically structured.” This means you need to write an essay that constructs an argument that answers the question you have been given.

You can look through this AQA Specimen Paper 1 paper to familiarise yourself with the structure of the paper.

Media Paper 2

The first question in Media Paper 2 will always be a 9-mark question on an unseen media product.

Aside from Q1, Media Paper 2 tests your in-depth topic areas:

TV

Capital and Deutschland 83

Magazines

Men’s Health and Oh Comely

Online, Social and Participatory

Teen Vogue and The Voice

Videogames

Tomb Raider Anniversary, Metroid Prime 2: Echoes & The Sims FreePlay

Indeed, the majority of Paper 2 will be THREE 25-mark essays on your in-depth topics. AQA states for your extended response questions:

“You will be rewarded for your ability to construct and develop a sustained line of reasoning which is coherent, relevant, substantiated and logically structured.”

Q4: Synoptic question

The final question in Paper 2 will always be the synoptic question – which requires you to demonstrate knowledge of the whole two-year course of study. AQA states:

“Question 4 is a synoptic question in which you will be rewarded for your ability to draw together different areas of knowledge and understanding from across the full course of study.”

How do we do this? Answer: Key concepts and CSPs. Try and answer the question by linking it to other key concepts (Language, Industries, Audiences, Representations) and by mentioning other relevant CSPs that link to the question. This will demonstrate your knowledge of the whole course - but make sure you do stay focused the question!

You can look through this AQA Specimen Paper 2 paper to familiarise yourself with the structure of the paper.

Finally, revise EVERYTHING you have learned over the last 18 months for A Level Media in preparing for these exams - terminology, theory and CSPs. Good luck!

Videogames - Metroid Prime 2: Echoes

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

This is another in-depth CSP so will require a decent amount of 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's gender clear? Why?

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. You can use bullet points here and/or type up your notes from the analysis in class.



Audience

Research the audience for Nintendo and specifically the Metroid franchise, including Metroid Prime 2: Echoes. You may wish to start with looking at the following pages (note: some links may be blocked in school):

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? Explain your opinion on this question and provide evidence for your argument.

Complete for homework - due date on Google Classroom.

Coursework: rough cut deadline

After filming the majority of our interviews and cutaways for our TV documentaries, it's now time to deliver a 3-minute rough cut of the video production.

This is the most important part of the coursework - the actual editing and construction of a professional-level media production. We know this is time-consuming - professional work takes serious commitment in the edit suite. You will be given two weeks of lesson time plus homework time to edit your work.

Re-shoots and additional filming

We understand that there will need to be some additional filming or re-shooting of certain shots. That is natural for any production aiming for a top grade. However, you should all have plenty of material to be editing over the next two weeks even if there may be some re-shoots required at some point. 

Rough cut deadline: Monday 13 December

The rough cut deadline requires you to deliver an exported 3-minute opening sequence to your TV documentary. This needs to be clearly labelled in your folder on Media Shared and also uploaded on YouTube and to your blog. You will be given a feedback tutorial.

After Christmas, we will be starting the print side of the brief and revising for the full mock exams in January.

Good luck and let's make some outstanding, professional documentary openings!