Thursday, 4 September 2014

Task 1 - Analysis of a Game Genre

Analysis of a Game Genre

Action-Adventure

The action-adventure genre is quite self explanatory, it combines the elements of both the action and adventure genres. Action adventure games tend to have a huge focus on gameplay mechanics and combat but, at the same time, have a large, beautiful and diverse, world to explore and find secrets hidden in all kinds of places. The games story is usually based around the gameplay concepts and characters, but that isn't always the case. 

Action-adventure games also tend have some secrets or collectibles, as well as side quests, to encourage the player to explore the world more and reward them for doing so. The legend of Zelda (a series of action adventure games) does this very well, combining the use of tools and items with adventure elements, using these tools to get to hard to reach areas and find treasures like hearts, which increase your health. 




There are many types of action-adventure games, some are more linear and don't offer as large a world but still keep to the same basic system of offering areas for the player to explore. However, the majority of these types of action-adventure have more focus on combat, be it a beat-em-up, a shooter or any other type, rather than adventure. Games like Devil May Cry and Gears of War have this linear narrative while still keeping to the tropes of the action-adventure genre (e.g. exploration, collectibles). Although most linear action-adventure games are centered more around combat; there are some, like Tomb Raider,  which change this by having more adventure tropes and using puzzles more than actual combat, mostly.

Image: http://86bb71d19d3bcb79effc-d9e6924a0395cb1b5b9f03b7640d26eb.r91.cf1.rackcdn.com/wp-content/uploads/2011/09/gears-of-war-3-cog-tags-location-3-screenshot.jpg

The themes given to action-adventure games a very diverse, some will have a darker tone and story than others and there are others which use much lighter tones but still have an epic story like the darker games. There is also a thin line between fantasy and realistic settings, most games of this genre, even when set in a modern city, will likely have some fantasy elements (e.g. monsters, magic, sci-fi etc.) and these elements will likely be a focus in the game's story, missions and mechanics. 

The way action-adventure games represent characters is usually positive, however sometimes racist and sexist stereotypes can take up a character's personality. These stereotypes are used for comedy or to make the character easier to either like or hate, but sometimes are just there for no reason, Like women were in the Grand Theft Auto games.

Characters in action-adventure games will likely have some depth to their personality, these tend to be characters important to the story. Although some minor characters, like in The Elder Scrolls - Skyrim, will be able to actually converse with the player and the player can even propose marriage to them. This can make the world feel more alive, as characters can either like or hate you, helping the player to feel more immersed. But it doesn't go much further than that and the NPCs don't always feel different when talking to them as some will say the same things. 

Image: http://oyster.ignimgs.com/mediawiki/apis.ign.com/the-elder-scrolls-5-skyrim/thumb/3/39/NPC_Maven.jpg/468px-NPC_Maven.jpg

Most action-adventure games use very common codes and conventions, there's a large world, usually set in a historical timeline or a fantasy world of it's own, the combat is usually in real time rather than turn-based (although that can be used too), some will use free running (e.g. Assassin's Creed), usually has a dark, serious story and epic quests and side quests. Most action-adventure games with an open world will have a mode of transport and/or fast travel to allow players to get from one place to another quickly.

Side quests are in pretty much every game with an open world and they tend to be accessible at any time between mission or quests, usually depending on how far through the main story you are. Read Dead Redemption does this in a great way, side quests are unlocked as you progress though the story and some are relevant to the story as well. One side quest, unlocked after you complete the story, actually has the true ending to the game in it.




Task 2 - Effects Debates

Violence

Video game violence has received a lot of criticism for years, with some people making connections with game violence and violence in the real world. Some countries, such as Australia, have gone far enough as to ban certain games. Manhunt, a game which received some favorable reviews, was banned in several countries due to its glutinous violence. 

Image: http://static.gamesradar.com/images/mb//GamesRadar/us/Games/M/Manhunt%202/Everything%20Else/manhunt3--screenshot_large.jpg


In my opinion, Manhunt is about as violent as Gears of War which has received almost no complaints regarding its violence, and some games like Gears of War also have options to turn off blood and gore.

Explicit Sexual Content


Sexual content is another thing video games are under a lot of controversy for. Even though there are many games that have sexual content, most don't have much or go any further than underwear. However there are games that have sexual content that have received criticism for that reason, the GTA games have had this problem because they allow the player to enter strip clubs and have sex with almost anyone they want. Some games use sexual content for creating comedic situations like Saints Row 3, which had a weapon in the shape of a giant dildo and lets the play completely strip their character of his or her clothes.

Image: http://theplayvault.com/wp/wp-content/uploads/2011/12/saints01.jpg



Abusive/Inappropriate Language

There are hundreds of games with inappropriate and abusive language, this is usually used to put emphasis on a character's personality or feelings in certain situations. However, sometimes some words just don't need to be said, in GTA 5 alone the "n word" is said over one hundred times. There is controversy in the game industry due to language, in some online games children can be heard though microphones screaming abusive words, usually the ones they heard in their games. However that doesn't mean that the game is responsible for this as other forms of media like movies and website like YouTube have the same language in them. Games are also given age ratings to avoid letting children getting them, so this can also be blamed on parents.




Addiction

Video game addiction can become a real problem in some cases. Some people can even get violent when their games are taken away from them, and others have called in sick at work to stay home and play a game they could just play when they get home. When someone is very addicted to a game they might even end up spending way too much money on things like DLC (downloadable content). Video game addiction has been found in all kinds of player, including people who don't even own a console and only play games on their phone.

 

Stereotyping and Representation

Video games have been under a lot of controversy because of the way that races and gender roles have been represented. One example of this is how in almost every game that allows you to play as a woman; most armour you will receive will be what is basically underwear, although that kind of representation on women has died down a bit, it can still be found in games today.




Censorship

Censorship in video games is dictated by the age rating and target demographic. The game Mortal Kombat had to be censored for multiple reasons, mostly gore as fatalities would show the characters basically tear each other's limbs off. Censorship also prevents younger children from seeing sexual or violent content, which is good news for parents.

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Task 1 - Response Theories

The Hypodermic Needle Model

The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavioural change.

Several factors contributed to this "strong effects" theory of communication, including the fast rise and popularization of radio and television, the emergence of the persuasion industries, such as advertising and propaganda, the Payne Fund studies of the 1930s, which focused on the impact of motion pictures on children, and Hitler's monopolization of the mass media during WWII to unify the German public behind the Nazi party





The Inoculation Model

Inoculation is a theory developed to strengthen existing attitudes and beliefs and build resistance to future counterarguments. For inoculation to be successful it is critical that a threat, motivation for resistance, is imposed upon these existing ideas and refutational pre-emption, ability to cognitively build defences to potential counterarguments, takes place after the inoculation.

The argument that is presented through inoculation must be strong enough to initiate motivation to maintain current attitudes and beliefs, but weak enough that the receiver will refute the counterargument. Inoculation has been proven successful through many different trials and research. This article attempts to highlight all vital parts of the theory, however, there is a large amount of quality research on the theory that was not mentioned. Also, while numerous studies have tested the theory, there continues to be a need for improvement and new hypotheses.



Two Step Flow Model

This theory asserts that information from the media moves in two distinct stages. First, individuals (opinion leaders) who pay close attention to the mass media and its messages receive the information. Opinion leaders pass on their own interpretations in addition to the actual media content. The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message.

Opinion leaders are quite influential in getting people to change their attitudes and behaviours and are quite similar to those they influence. The two-step flow theory has improved our understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behaviours, and it helped explain why certain media campaigns may have failed to alter audience attitudes and behaviour. The two-step flow theory gave way to the multi-step flow theory of mass communication or diffusion of innovation theory.




The Uses & Gratifications Theory
Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?”

For example, someone that needs information on an upcoming, or current, game; they might look up said info in the internet.




The Reception Theory

Reception theory provides a means of understanding media texts by understanding how these texts are read by audiences. Theorists who analyze media through reception studies are concerned with the experience of cinema and television viewing for spectators, and how meaning is created through that experience.

An important concept of reception theory is that the media text—the individual movie or television program—has no inherent meaning in and of itself. Instead, meaning is created in the interaction between spectator and text; in other words, meaning is created as the viewer watches and processes the film. Reception theory argues that contextual factors, more than textual ones, influence the way the spectator views the film or television program.

Contextual factors include elements of the viewer's identity as well as circumstances of exhibition, the spectator's preconceived notions concerning the film or television program's genre and production, and even broad social, historical, and political issues. In short, reception theory places the viewer in context, taking into account all of the various factors that might influence how she or he will read and create meaning from the text.



Task 1 - Construction Analysis

Construction Glossary and Analysis


• Media Text:

Media text can be anything to media, such as newspapers, TV, radio and magazines. Movies and games are also forms of media text.

• Semiotics:

Semiotics is the study of how meaning is created, how we read signs and give meaning. Humans also do this with media text. For example; when a player on a game notices that their life bar is low or their screen gets a red outline, they know that they are about to die unless they find a health pack or anything that may regenerate health. Provided it doesn’t regenerate automatically.

• Genre:

Genre refers to the type of a certain media, like movies or games which a given all kinds of genres like action/adventure or horror.

• Content:

Content refers to what is more specific to a genre, what you would see. In a survival/horror game you would expect to see darker colours and rooms and a look that’s generally dirtier or gritty.

• Construction:

The construction is about what is noticeable, or expected, in the game or other form of media, such as the story/narrative, layout, captions and anchorage. The construction can also be shown in ways to give the audience a hidden meaning through a change in camera angles, lighting effects etc.

• Codes and Conventions:

Codes and conventions bring rules, regulations and customs into the mix. They are there to make sure thing, such as games, are made to a specification and stick to a certain genre.

• Modes of Address:

The mode of address establishes how a game or other media text speaks to the audience through first or third person speech. First person refers to a character or person speaking about themselves and experiences from their own perspective (“Me” or “I”). Third person refers to a character or narrator speaking through narration from a different perspective (“He”).

• Target Demographic:

The target demographic refers to the type of audience a game is aimed at, e.g. age, gender, family etc.


Comparing The Last of Us and Just Dance

Just Dance

Genre – Dancing simulator, Party, Fitness.

Content – IP, Songs, Colourful, Vibrant, Uses well-known songs, Uses large and bold text.

Construction – Gameplay consists of mimicking the character seen on the screen using 
motion controls, Very simple and clear interface.

Narrative Conventions – Uses popular songs from the time that it is released.

Common Codes – Animated character/avatar, Repetitive and fast-paced gameplay.

Profiling – This game is centred towards families and people who have many friends, essentially every one of all ages as it is a more upbeat game built for family fun.

Image: http://img1.wikia.nocookie.net/__cb20120712184601/nintendo/en/images/archive/b/bd/20120915214101!Just_Dance_4_(Wii)_(NA).jpg

The Last Of Us

Genre – Action/Adventure, Survival/Horror, Thriller.

Content – Has a post-apocalyptic look (homes and shops are ruined and have been looted etc.), Claustrophobic, Uses large and weathered text, Dark.

Construction – Has mostly linear, story-centred gameplay, story is based around a zombie apocalypse (infection, death).

Narrative Conventions - Gameplay mostly consists of stealth, sneaking past zombies to get from point A to point B while protecting the young girl who travels with you. 

Common Codes – Implements the use of melee and ranged weapons, as well as health packs and other resources, but resources are usually scarce.
Profiling – This game is centred mostly towards males around 15 to 30 years old or older as this it contains dark tones and a serious story.

Task 3 - Presentation of Research Results

Quantitative Data

My Quantitative survey didn't receive any responses. This is probably due to the fact that I don't have a facebook account, or any contacts on my email account to send a link to my survey to.

It may have been better to use a paper based survey to ask people around me the questions I had asked on my survey to get responses. This could have led to more answers and offer a better look into the audience of GTA.

Qualitative Data

Unfortunately, my survey didn't receive many responses. However, some of the answers for my survey do give an in-depth look at the GTA audience and what GTA fans like, and don't like, in the game. 

For example; some of my results have shown that some GTA 5 players enjoy the large world and the game's online gameplay, but dislike that it takes time to connect to an online surver. 

My results have also shown that some players may like one of the characters, Trevor, because they feel they can sympathize with him, and that the games graphics have been well received.








Task 2 - Applying Research Techniques

Quantitative GTA 5 Survey

In a group of four, we created a survey that would allow us to collect quantitative data on the game GTA 5 using Survey Monkey, an online survey provider.

We started by coming up with ten questions that we would put into our survey to find out what kind of people play GTA.


Next, we split up to make our own separate surveys, each using the questions we had come up with earlier. The screenshots below are images of the finished survey.
Unfortunately, I received no responses. However, there were others in my group who did, overall we received 28 responses.




Qualitative GTA 5 Survey

Unlike the quantitative survey, I did this one without a group and did not use as many questions. I used survey monkey again, however, it may not be the best method for getting results.

The way I made the survey was pretty much the same, except my questions were more open to allow for a more broad answer so the I would receive qualitative data instead.

I only made four questions rather than ten, this is because these questions are longer and allow for a variety of answers.

Task 1 - Research Techniques

Quantitative Research:

A quantitative researcher will ask people for their opinions in a structured way in order to produce hard facts and statistics and mathematical data using closed questions. A quantitative researcher could ask a group of people simple "yes or no" questions (closed questions) such as "Do you own a Ps4?"

http://www.marketingdonut.co.uk/marketing/market-research/what-is-quantitative-research-

An example of quantitative research/data:

A new report from The Entertainment Software Association has found that women make up nearly half (45 percent) of all gamers.


Qualitative Research:

A qualitative Researcher is used to gain an understanding of underlying reasons, opinions, and motivations. They use open questions to get a more in-depth answer.

Audience Profiling:


Audience Profiling is about finding out the profile of your audience before hand so that you can put across your message to the right people in the most effective way to produce the best result. 

It might include details like age, sex, educational qualification, work experience, financial background, field of work, interests, mood, orientation, bias, food habits, religious background, psysique, health condition. 

https://answers.yahoo.com/question/index?qid=20080929075444AAPJwsK

Image http://www.firstdigital.com.au/wp-content/themes/wpremix3/images/BS_audience.png

Demographics

Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate. For example, a marketer might speak of the single, female, middle-class, age 18 to 24, college educated demographic.

Researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a typical member of each of segments. Once these profiles are constructed, they can be used to develop a marketing strategy and marketing plan. The five types of demographics for marketing are age, gender, income level, race and ethnicity.
http://en.wikipedia.org/wiki/Demographics#Demographic_profiles_in_marketing

Psychographics

Psychographic profiling is the analysis of consumer lifestyles to create a detailed customer profile. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Results of this exercise are combined with geographic (place of work or residence) and demographic (age, education, occupation, etc.) characteristics to develop a more 'lifelike' portrait of the targeted consumer segment.


Image https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjuhcR6yOQ-gIJ8ITKXfmSIhXsMri1iadz8uY9d1zCdq8hVvrgZ9g6IwH8o4rDgne_ivIkiTBbN_P-y8JP9X5eYmwMrwkRwxAcnlrgQ_e9ER8YFz1S5jJvEOhiGwvKMu9kxNaeC0B9oUSo/s1600/4610787.jpg

Geo-Demographics

http://www.rdaresearch.com/blog/wp-content/uploads/2012/11/parramatta-geosmart.jpgGeo-demographic profiling classifies individuals into a number of different ‘types’, based on a combination of personal attributes such as average household income, demographics and lifestyle and attitudinal data.