Lesson 6.6: Online, Social and Participatory Media, and Video Games

Introduction

In today’s digital age, online, social, and participatory media play a pivotal role in how we interact with the world. This lesson will focus on understanding the conventions of websites, apps, and social platforms, as well as the implications of user-generated content and influencers. We will also explore video games as a major media form, considering their narrative techniques, representation, and classification under the PEGI system. By the end of this lesson, you will be able to critically analyze how these media types converge and impact society.

Learning Objectives

• Understand the conventions of websites, apps, and social platforms.
• Analyze participatory media, user-generated content, and the role of influencers.
• Explore video games as a media form, including narrative, representation, and PEGI ratings.
• Discuss the convergence of video games with online and social media.
• Examine a linked online and video-game Close Study Product (CSP).

The Conventions of Websites, Apps, and Social Platforms

What are Media Conventions?

Media conventions are the commonly accepted practices and standards that shape how media products are created and perceived. In the context of websites, apps, and social media platforms, conventions dictate the design, functionality, and user interactions.

Key Conventions of Online Media

1. Layout and Design: Most websites and apps follow a grid-based layout that organizes content efficiently. This includes headers, footers, navigation bars, and content areas arranged to enhance user experience.
2. Navigation: Intuitive navigation is essential. Users expect a clear menu structure that allows them to find information quickly. Common elements include menus, search bars, and breadcrumb trails.
3. Interactivity: Engaging users through interactive elements (such as buttons, sliders, and forms) is crucial for enhancing user participation.
4. Responsive Design: With the diverse range of devices used today, responsive design ensures that content adapts to different screen sizes and orientations, improving user experience across platforms.
5. Visual Elements: Use of images, videos, and infographics enhances engagement. Consistency in color schemes and typography also plays a significant role in brand identity.

Worked Example: Analyzing a Popular Social Media Platform

Platform: Instagram

• Layout: Grid layout showcasing posts, profile pictures, and stories at the top.
• Navigation: Bottom navigation bar with icons for home, search, post, notifications, and profile.
• Interactivity: Users can like, comment, and share posts, creating a participatory experience.
• Responsive Design: Optimized for mobile use, with a seamless experience on various devices.
• Visual Elements: Heavy use of images and videos, with emphasis on aesthetic appeal and branding.

Participatory Media and User-Generated Content

Definition of Participatory Media

Participatory media refers to media formats that actively involve users in the creation and dissemination of content. This includes social media platforms where users can generate content, share opinions, and build communities.

The Role of Influencers

Influencers are individuals who have gained a significant following on social media platforms. They create content that impacts their audience’s opinions, behaviors, and purchasing decisions.

Key Concepts

1. User-Generated Content (UGC): This includes content created by everyday users rather than professional content creators. Examples include videos on TikTok, posts on Instagram, and blog entries.
2. Community Engagement: Platforms often foster communities around shared interests, allowing users to connect with others and engage more deeply with content.
3. Viral Content: Content that spreads rapidly through social networks due to its shareability and relevance.

Worked Example: The Impact of Influencers on Consumer Behavior

Consider an influencer on YouTube who frequently reviews tech gadgets. Their audience trusts their opinion, which can significantly sway purchasing decisions.

• Example: When the influencer reviews a new smartphone favorably, their followers may be more inclined to buy it based on their recommendation, showcasing the power of social influence.

Video Games as a Media Form

Narrative in Video Games

Video games are unique in their ability to tell stories interactively. Players engage with narratives meaningfully through choices and actions.

Representation in Video Games

Representation in video games encompasses how various groups are portrayed. This includes gender, race, and socio-economic status, which can influence players' perceptions and attitudes.

PEGI Ratings

PEGI (Pan European Game Information) is a system that classifies video games based on their content. It provides age ratings and content descriptors to inform consumers about the suitability of a game.

Worked Example: Analyzing a Video Game Narrative

Game: The Last of Us

• Narrative: The game follows Joel and Ellie across a post-apocalyptic landscape, exploring themes of loss, survival, and human connection.
• Representation: The game portrays complex characters with diverse backgrounds, challenging traditional gender roles and stereotypes.
• PEGI Rating: Rated 18 due to graphic violence and strong language, indicating a mature audience.

Convergence: Linking Games with Online and Social Media

Understanding Convergence

Convergence in media refers to the merging of different forms of content and platforms. For video games, this means integrating social media features that enhance connectivity and engagement.

Examples of Convergence

1. Social Features in Games: Many games now include social features like sharing achievements on platforms like Facebook or Twitter.
2. Live Streaming: Platforms like Twitch allow users to stream gameplay in real-time, creating a community around shared experiences.
3. Cross-Promotion: Games are often advertised on social media, utilizing influencers and user-generated content to reach wider audiences.

Worked Example: Exploring the Game Fortnite

• Game Features: Fortnite includes social features such as parties, in-game chats, and shared events.
• Social Media Integration: Players can share gameplay highlights on platforms like TikTok, enhancing visibility and engagement.
• Influencer Marketing: Influencers frequently promote Fortnite, contributing to its popularity and cultural relevance.

Studying a Linked Online and Video Game CSP

Choosing a CSP

When selecting a Close Study Product, consider how the online component and the video game interact. Analyzing both elements can provide insights into their relationship and impact.

Example CSP: Fortnite

• Online Component: Fortnite’s website offers updates, guides, and community forums.
• Video Game Component: The game’s in-game events tie back to its online presence, creating a cohesive experience.
• Analysis: Examine how the website and game complement each other, enhancing user engagement and brand loyalty.

Worked Examples

Example 1: Analyze the Conventions of a News Website

Website: BBC News

1. Layout: Analyze how the homepage is structured with headlines, images, and categories.
2. Navigation: Discuss the menu and how users can quickly find news topics.
3. Interactivity: Explore comment sections and how users engage with articles.

Example 2: Evaluating User-Generated Content

Platform: Reddit

1. Community Structure: Analyze subreddits where users create and share content.
2. Viral Trends: Discuss how certain posts become popular and why.
3. Influence on Opinions: Evaluate comments and discussions impacting users’ views on topics.

Example 3: PEGI Analysis of a Game

Game: Call of Duty: Modern Warfare

1. Narrative and Gameplay: Examine the plot and gameplay mechanics.
2. PEGI Rating Overview: Discuss the rating and its implications for audience suitability.
3. Representation: Analyze how different characters and factions are portrayed in the game.

Common Mistakes

1. Overlooking Conventions: Many students fail to recognize specific conventions in media products. Always detail and explain how these conventions enhance user experience.
2. Simplifying Influencer Impacts: It’s easy to underestimate the influence of social media on consumer behavior. Ensure to provide concrete examples of this impact.
3. Neglecting Representation in Video Games: Students sometimes focus solely on gameplay mechanics without considering representation. Always connect gameplay elements to broader societal themes.

Exam Tips

1. Use Specific Examples: When answering exam questions, refer to specific media products to back up your points.
2. Link Theory and Practice: Make connections between theoretical concepts (like media conventions) and practical examples (like specific websites or games).
3. Practice Evaluation: Be prepared to evaluate the impact of media on audiences and society. Use real-world examples to illustrate your arguments.

Conclusion

In conclusion, understanding online, social, and participatory media, as well as video games, is essential in today's media landscape. By analyzing their conventions, the role of influencers, and convergence, you can develop a comprehensive view of how these media forms interact and shape societal perspectives. Keep these concepts in mind as you prepare for your assessments and engage with various media products.

Study Notes

• Media Conventions: Layout, navigation, interactivity, responsive design.
• Participatory Media: User-generated content, community engagement, influencers.
• Video Games: Narrative techniques, representation, PEGI ratings.
• Convergence: Integration of social features in games, live streaming, cross-promotion.
• CSP Analysis: Choose linked online and video game products for deeper understanding.