Friday, May 15, 2020

Minecraft Production

Minecraft Production

Game Development 
Game development is dominated by high budget productions from mainstream producers in order to reduce the risk of financial losses. 

Game developers are successful because...
- They stick to safe genres and game play
- They focus on developing their popular franchises. 
- They aim to appeal to young men (the primary demographic for gamers).

Games are developed by huge teams alongside expensive marketing campaigns.

The Influence of Technology 
Game development relies on advances in technology such as faster CPU's, 3D graphics and sound cards, however often these advances are a response to developer and gamer needs. VR is a good example of this.

Console development was crucial in developing the industry, however the internet has been the driver behind maintaining such a successful industry because...
- It allows for downloadable games which saves on distribution costs.
- Online gaming has enabled user to create and contribute to the development of games using open source software.
- It has enables global multi player game play.
- It has created other ways of creating revenue (micro transactions etc).
- It has supported the growth of gaming culture (through forums, YouTube etc).

Open Source Software - Software whose underlying code is published so it is available to be used and modified by others, promoting free exchange and participation.

The development of game design technology has allowed the indie sector of the games industry to grow, producing low budget games with smaller teams which allows them to take more risk.

Convergence, particularly the move to mobile and tablet gaming has been crucial helping the indie game market to develop.

Convergence - The merging together of previously separate entities (i.e. smartphones can do a wide range of tasks that would have previously needed different products).

Production Facts 
- Developed by Mojang in 2009.
- Mojang is a Swedish Indie company set up by Markus ‘Notch’ Persson.
- Sandbox game created using Java technology (also known as open world or a free roaming game).
- Notch was inspired by similar construction and management games like Dwarf Fortress.
- Small team of people put together to in the first year of Minecraft to help Persson develop the game.
- User feedback was crucial in the development of the game.
- Wasn't seen as commercially viable as it was considered a niche product for gamers who understood programming.
- Original game modes included single player creative and survival modes but since Microsoft have taken over there are now other modes: Story Mode, Spectator and Multi-player which has enabled the game to become more of a mass than a niche product.
- VR headsets and narrative led versions are also examples of how Minecraft has become a mass product that follows the conventions of the mainstream video game industry.
- The game still retains its blocky low budget feel which is appealing to audiences.
Used new convergent technologies to:
   - Enable testing of the game by players in the beta phase.
   - Encourage mods using Open Source Software and selling available mods on Minecraft Marketplace.

   - Set up servers called Minecraft Realms so that players could play in a convenient by safe environment controlled by Mojang (which was their response to piracy threats).

Friday, May 1, 2020

Minecraft Merchandise

Minecraft Merchandise 

Conglomerate - a company that owns numerous companies involved in mass media enterprises.

Subsidiary - a company that is owned or controlled by another company.

PEGI rating - a European video game content rating system established to help European consumers make informed decisions when buying video games or apps through the use of age recommendations and content descriptors.

Sandbox - an independent Australian media buying agency. 

Merchandise - goods to be bought and sold to promote or advertise.

Java Script - a scripting language designed to add interactivity to HTML pages.

The Minecraft brand is very distinctive. Consumerism has led to the development of Minecraft merchandise. 
Research and find examples of the best-selling Minecraft merchandise and explain the benefits of merchandise.

Minecraft's best-selling merchandise comes in different forms:
- clothing: hoodies, costumes, t shirts 
- accessories: backpacks, hats, pins
- toys: plush, action figures, building sets
- home: bedding, books, posters 
- Minecraft has also teamed with Lego to make 'Lego Minecraft' sets which are very popular as fans of Minecraft and Lego will purchase these sets.

Benefits of merchandising
Companies benefit from merchandising as it allows for increased brand loyalty. The fans of Minecraft will enjoy collecting new products and become more engaged with the company by wanting to play the game even more. Also, the company will have increased brand recognition due to the merchandise being sold in a variety of places, meaning mass audiences will see these products and get to know the company. Additionally, merchandising will result in higher profits for Minecraft as a mass audience is going to want to purchase these products as Minecraft is already such a popular game, meaning there is already a lot of fans that will buy these items, increasing the profits for Minecraft. If a company teams with another company to produce merchandise, such as Minecraft and Lego then both companies are going to see an increase in sales as it will be fans of both that will purchase the products, which is also a benefit. As Lego is such a well known brand, it allows for more people to see the Minecraft products and maybe encourage more people to play the game. Therefore, there is a benefit of merchandising when well known companies collaborate. 

Minecraft History

Minecraft History

Who created Minecraft and when?

Swedish programmer Markus ‘Notch’ Persson created Minecraft in 2009 with a company called Mojang.

Name some YouTube influencers/gamers who are famous for playing Minecraft. 
What can you find out about them?
Ali A – Started YouTube in 2009. He has over 5 million subscribers.
AshleyMarieeGaming – She started to play Minecraft as she liked the variety of possibilities the game offered. She started to make YouTube videos as she felt that it was an escape from reality and wanted to entertain audiences.
The Diamond Minecart – Has over 5 million subscribers. Has received over 1 billion views.

YouTubers have become very popular over the past few years and are becoming ‘celebrities’ in a way as they are gaining millions of fans and gaining lots of money. For example, PewDiePie is the most watched person on YouTube, making over $4 million a year and has over 30 million subscribers.

In 2014, Microsoft purchased Minecraft f
or $2.5 billion.  
Why would this be a good investment for Microsoft and why did the founder of Minecraft agree to this?  
This would be a good investment for Microsoft as for purchasing Mojang and Minecraft for $2.5 billion, Microsoft will be gaining a $2.5 billion asset. Also, in its first year, it was expected to make as much in profits as it would have made in interest payments. For buying Minecraft, Microsoft is getting a product and an audience that completes what Microsoft wanted to have, meaning that this purchase was a benefit to them as they wanted to have a younger, more engaged audience.


Markus Persson agreed to this because he was not working on Minecraft anymore but was still responsible for it when a problem with EULA lead to Markus Persson getting some hate online which he did not want to put up with anymore and he wanted to work on prototypes for new games that made him happy. He wanted to sell the game to another company as he lost interest in the game and didn't want to feel responsible for it anymore. Markus sold the game to Microsoft as they were the fastest and most realistic offer and he had a prior working relationship with Microsoft.

How can Minecraft be used as an educational tool?
Minecraft allows kids to be able to be creative rather than being destructive. Stephen Reid, co funder of Immersive Minds, uses Minecraft as an educational tool. He visits schools all over the world promoting Minecraft as a viable tool to educate children. His way of educating is by getting the children to understand the term robot; that it means slave, and allowing the children to use Minecraft as a way to create robots for new objectives and start conversations about the history of robots and the future of robots. Also, there are projects happening. For example Mojang, who are going to places such as Kenya where they are creating their communities in Minecraft and then making them a reality. Additionally, Minecraft can be used to teach someone how to programme. Overall, Minecraft is limitless on the possibilities available to be able to be used as an educational tool. 

How does Minecraft build a community?
Minecraft is a game for all ages so a variety of people come together to play Minecraft and go to conventions to learn new things about the game and meet other people who play the game. Also, Minecraft has allowed people to start being creative and to entertain audiences through YouTube channels. Some people such as AshleyMarieeGaming have created videos of herself playing Minecraft. This has created a community as she is gaining fans and viewers who all come together to watch her videos and Ashley Mariee gets to meet new people who also create YouTube videos. Therefore, Minecraft helps build a huge community.

What platforms is Minecraft available on?
Minecraft is available on all gaming platforms:

Xbox, iPhone, PlayStation, PC.
   

      Ownership and Funding facts


-          Originally owned by Mojang which is a company developed as a result of the game.
-          Markus ‘Notch’ Persson has a direct influence on the game as he wanted to create a game that would instantly gratify audiences and reward them for their hard work.
-          Audience ownership of the game has been crucial - in that the players have become the prosumers by helping to develop the game.
-          Minecraft is not a ‘top-down’ game in terms of ownership as it has not been developed by just one person/company. Instead, the code has been used as a resource that can be used in a myriad of ways.
-          The company was acquired by Microsoft in 2014 (due to the success of Minecraft) as Microsoft wanted to gain access to this large and successful audience of gamers.
-          Generates money from:


-          the sale of the game (£17.95 for Java edition on Mac and PC).
-          Subscription to Minecraft Realms.
-          Tie-Ins with Lego
-          Mods on Marketplace
-          Online merchandise shop
-          Deals with children’s books & magazines.


-          Minecraft film in production which will bring in more revenue.
-          One month after its release in 2011, the beta version has over 1 million purchases.
-          By April 2011, Persson estimated that it has made $33 million in revenue.
-          It is now considered the 2nd most successful game of all time (behind Tetris) with over 144 million copies sold across all platforms as of 2018.

Thursday, April 30, 2020

Stranger Things

Stranger Things


What are long form TV dramas?
A series of episodes which form a cohesive season of media.

Why are they popular with audiences?
Most long form television dramas have a consistent cast and narrative across all episodes, making it popular for audiences as it enables the audience to be interested in the evolving narrative which continues over the episodes.

How is LFTV different to traditional TV?
Long form television dramas have a consistent narrative. Traditional TV often does not have a consistent narrative.

What are the multiple narrative strands in Stranger Things?
Flexi narrative, crosscuts, cinematic look, flashbacks, genre hybridity, well known actors.

What should be established in the first episode and why is this important?
Genre. It is important to show aspects of the genre so that audiences can establish whether or not they like this genre, and therefore, whether they will continue to watch the series.
Setting. It is important to know the setting as it gives context to the characters actions in the narrative.
Characters. It is important to know the characters as the audience is going to see the development of them as the series goes on.

What are crosscuts?
An editing technique that will cut away from one scene/location to another scene/location, which could suggest the simultaneity of these two scenes/locations

What settings within Hawkins do we see in episode 1?
Hawkins Lab, the high school, the woods, the Wheelers’ house, the Byers’ house, the police station, Benny’s Burgers.

What other conventions can you think of that are typical for LFTVD?
Todorov’s theory, Propp’s theory, well known theme tune.


‘Multiple narrative strands are the key convention of long form television dramas’.
Discuss how far you agree with this statement in relation to the set episode of the long form television drama you have studied.

Long form television dramas are a series of episodes which form a cohesive season of media. Many people consider long form television to have replaced cinemas as serious entertainment due to the shift of interest towards long form television dramas. Most long form television dramas have a consistent cast and narrative across all episodes. This form of tv is popular for audiences as it enables the audience to be interested in the evolving narrative which continues over the episodes. 

Stranger Things starts with ‘The Vanishing of Will Byers’. This episode shows the encounter Will Byers has with the eerie creature. This portrays to the audience a sense of the sci-fi/horror genre. It is important to show aspects of the genre in the first episode so that audiences can establish whether or not they like this genre, and therefore, whether they will continue to watch the series. The opening episode of Stranger Things also portrayed the setting and the characters. The day after Will disappeared, the community of characters were introduced, for example, Chief Hopper is introduced as a lazy, carefree officer who is in charge of the on going search for Will Byers. The flexi narrative and use of different locations is used in this episode due to the crosscuts to Hawkins Lab, where there is a group of scientists investigating a mysterious area in the lab. Crosscuts are an editing technique that will cut away from one scene/location to another scene/location, which could suggest the simultaneity of these two scenes/locations. The flexi narrative and different settings set up different strands of the story. The locations are Hawkins Lab, the high school, the woods, and Benny’s Burgers; where a girl with a shaven head is introduced. The narrative is interwoven as the story unfolds and the characters are introduced. The interweaving challenges audiences and keeps them curious about how the many narratives will develop. Therefore, being an important feature for the first episode as it will encourage the audience to keep watching the series.

The cinematic look of the set is important for audiences of the long form television drama. As many people have shifted from the cinemas to watching long form television from home, the production needs to be of high quality in order to level with the quality of movies in the cinema and to keep the audience interested in the series. The Duffer Brothers also used the narrative feature of a flashback. This happened when Joyce Byers is in the woods at Will’s hideout, surprising him with tickets to a movie. This flashback helps develop the narrative as it enables the audience to see the relationship between the two characters and the location of the flashback is a key part of the story in the upcoming episodes. Additionally, genre hybridity is seen in Stranger Things. There is a mix of horror, sci-fi and teen movie. This is effective as it means there is a variety of audiences who will be interested in this series, increasing the viewings of Stranger Things.

Furthermore, the use of the cast is effective way of getting audiences to watch long form television dramas. For example, in Stranger Things, the actor who plays Joyce Byers is Winona Ryder; an American actress and film producer. She is known for her roles in Edward Scissorhands (1990) and Beetlejuice (1988).The use of this well known actress will appeal audiences to watch Stranger Things if they are a fan of hers or if people know of her success, they will think that Stranger Things will be a successful series so will decide to watch it. Therefore, all of these narrative strands enabled Netflix and the Duffer Brothers to make high quality content for audiences and shows that these narrative features are the key convention of long form television dramas.


Stranger Things Characters in Episode One

Joyce Byers
A financially poor single mother of Will and Jonathan Byers. Discovered that Will has gone missing. After Will's disappearance, Joyce enlisted Chief Jim Hopper to find him as well as posted several missing person's posters with the help of her other son Jonathan.
Will Byers
A sensitive kid. He was abducted by the Demogorgon and taken into an alternate dimension called the Upside Down in the Hawkins Lab.
Jonathan Byers
Older brother of Will. Helping Joyce with the search of Will. Feels it is his fault that Will has gone missing as he was working late so didn’t see if Will came home. He has a strong bond with his family.
Nancy Wheeler
Girlfriend of Steve. She wants to do well in school as she is intelligent and studies for her tests. She isn’t that close to her siblings and can be mean to them and his friends. Can be easily influenced by Steve.
Steve Harrington
Boyfriend of Nancy. Doesn’t really care about school. Seems to be popular at school but has a bad attitude.
Mike Wheeler
When Will goes missing, he and his friends made it their mission to find him. Highly committed to his friends. A creative thinker, he was the dungeon master when playing D&D. He quickly drew a parallel to Will’s defeat at the hands of the Demogorgon. Finds Eleven in the woods.
Lucas Sinclair
The most sensible of the kids. He keeps the friendship group grounded. Wants to help find his friend Will with his other friends. Finds Eleven in the woods along with Mike and Dustin.
Dr Brenner –
He is a senior research scientist and the director of Hawkins National Laboratory. He raised Eleven in the lab, testing and pushing the limits of her psychic abilities through various experiments.
Eleven
A scared kid, who has escaped from a lab where she got telekinetic powers. She seems curious about the normal world as she has been isolated from the real world in the lab being tested and used for her powers.
Dustin Henderson
Wants to help find his friend Will with his other friends. The comical character in the friendship group. Gets bullied by two boys for his disability.
Barbara Holland
She is seen to be a kind, cautious, sensible and smart girl. She is best friends with Nancy and wants to make sure Nancy is doing the right thing.
Chief Jim Hopper
The loss of his daughter and family life has left Hopper emotionally reserved. To manage his pain, he regularly drinks alcohol and smokes several cigarettes a day. Despite being the Police Chief, he doesn't care about his job, as he sleeps in and shows up late and has an overall laid back attitude in the office even with the Byer’s case.
Demogorgon
A predatory humanoid creature. The creature originated from the parallel dimension known as the Upside Down. Captures Will Byers and takes him to the upside down.
Mr Clarke
He is the science teacher of the boys at Hawkins Middle School. He is keen to support them in various ways, such as acquiring specialist equipment for them to play with.

Henry Jenkins - Fandom

Henry Jenkins: Fandom

- Applies particularly to the range and diversity of representations offered by long-form TV drama to 'textual poachers' who wish to use these products to create their own culture, for example via fan sites.

- Long-form dramas may achieve cult status, adding to their values for fans.

- The optimistic view of the power of audiences may underestimate the power of the oligarchy of media conglomerates to shape and control television content.

- Jenkins believes that fans play a key role in the media. This is because the fans pay attention to media related content, often with complete focused attention, they engage and use this media to spread/distribute their views/news about an artist/TV show they like and at the same time create a fan community. They comment and share what they want their idols or favourite shows to do in the future which helps producers. Fans can also interpret/construct the meaning of different media products.

- His theory involves a key phrase which is 'textual poaching' (audiences taking a media product and remaking or reworking it to create their own meaning).

Exam Practice

Explain how Disney used media language and representation within their advertising and marketing of The Jungle Book, 2016, to reach their target audience. Discuss how they used social and cultural contexts to do this. (10 marks).

PLAN
- Disney's method: each layer feeds into each of the previous layers - they began with the fan base, and then the social media reached out to that fan base consistently later. The theme parks consistently offered the fan base more footage and merchandising. The stores targeted fans with merchandise, the trailers hammered home the Disney brand even when altering the tone and visual imagery for each age or gender demographic, and so on. So fans started out as the grassroots movement underlying the marketing, so to speak, and then that foundation of fans were energized and built up at each new stage of marketing and promotion.
- The movie ran its first TV spot during the Super Bowl 2016. This attracted adult male audiences.














Disney used media language and representation within their advertising and marketing of The Jungle Book to reach a variety of target audiences.
One way to show this was when Disney used social media to promote The Jungle Book. Disney used Snapchat to promote the film by creating a Snapchat lens that allowed people to become the snake Kaa from the movie. The logo of the film was also portrayed at the top of the screen when the lens was in use. This platform of social media would have attracted an audience of teenagers as these are the people who use Snapchat everyday and would have seen the lens promoting the movie, therefore, attracting this audience of teenagers and potentially encouraging them to watch the movie. Another social media platform used was Facebook. A promotional video was uploaded onto Facebook that allowed users to view an animated 360 degree view of part of the jungle in the movie. This allowed the movie to be promoted to an audience of the older generation as these are the people who are most likely to use Facebook, therefore, encouraging them to watch the movie as they are interested after seeing the 360 degree video. This video was then published to YouTube, which meant that anyone can view the video.

Alvarado (1987)

Representations of Ethnicity 
.
Alvarado (1987) identified four main types...
-The humorous: providing comic relief.
-The exotic: other cultures presented as unusual and exotic in their traditions and ways of living.
-The pitied: objects of pity and vulnerability.
-The dangerous: criminal, gangster and usually coupled with a binary opposition such as the respectable white character.

Positive Representations of Ethnicity 
Michael Jackson as a young black male can be seen in a positive light:
-He gives money to the poor and transforms their life.
-Voyeurism is used (the notion of looking).
-He is seen as the star - light up flooring, light up bed, screen time.

Negative Representations of Ethnicity
Michael Jackson as a young black male can be seen in a negative light:
-He has been accused of doing something - creating a scandal - why he is being chased by the press.
-Being deceitful - telling people to keep quiet.
-Disappearing when the reporter tries to catch up with him.

How is ethnicity and star image shown through mise-en-scene? Consider stereotypes.

Facial Expression -
Costume - Michael Jackson is dressed as the typical pop star. The detective is shown as a stereotypical detective with his trench coat, hat and glasses.
Positioning - He is positioned away from the detective because he is being elusive. Michael Jackson is shown in most of the screen so shows his power.


Minecraft Production

Minecraft Production Game Development  Game development is dominated by high budget productions from mainstream producers in order to red...