HEJ 231 Lecture Notes - Lecture 11: Transmedia Storytelling, Extortion, Consumerism
3 Jul 2018
School
Department
Course
Professor
Media Cultures week 11: Children’s media cultures
Exam details provided in week 13:
- incorporating the last three weeks of material
- content will be included
Reading: Buckingham and Green: structure, agency and pedagogy in children’s media
culture
- interesting arguments about consumer culture
- producer oriented, technological determinism
- moral economy: querying how successful this is
- not looking specifically at producer
- structure-agency debate: sociological perspective
olarge structure power sources
ocontact points with structure
- pedagogy: ways of learning
oshedding light into age of individuals
oaffinity space, fandom
owhat kinds of claims around learning and not learning
ois it helping us
- 1. How new is pokemon?
oMost popular in the 1990’s but was advertised as being new in the west
later than this
oNew moral panics
- 2. How can the theory of pedagogy help us understand pokemon?
oIs this application correct
- Conclusion:
oThe key issue is around activity:
It’s a matter of degree
Pokemon is not a new kind of enterntaining however is more
integrated and activity orientating form
Moves beyond binary of media effect, producer vs consumer,
and this theory is all about activity
Not just a movie, its lots of product: trans media orientated
Activity: needs to be understood in terms of engagement
Cannot be looked at in isolation
Video game element
Transparent effect of new media
Where has pokemon been caught up in this
Ie. Video games make us violent etc.
Exploitation:
Examples where either consumers are empowered or
where producers make all the money out of a venture
Surface level assumptions
Pegegogy: used to understand learning
- Gender:
oThe disruptiveness of pokemon
find more resources at oneclass.com
find more resources at oneclass.com
oHit at a moment that brings into conflict a previous model of doing
something
oPokemon is considered gender neutral
oA gendered space:
Documentary looking at advertising of toys
Old documentary: but still useful in terms of the heavily
gendered space
Many toys have a whole narrative behind them
Acquire skills that are carefully gendered
Al la cart kitchen: females in the kitchen, a girl making dinner
for a male
What girls actually want vs. what they should want
The structure: TV advertising
Parents: decide for children within the structure about what
their kids will play with
In theory (ads) vs. in practice (what girls want to play with)
oCarefully considered
Gender and progressiveness
Star wars launch created similar arguments around the toys
being created for men or women
- Is pokemon still relevant in the landscape we are currently in
oFull of agency
oKid tested and approved, adults play it too
Cross ages and gender
Crosses a number of barriers
oThe proof of this may be very stereotyped
- Gamin formula
oCapital an endlessly renewed resource
- What’s familiar about pokemon space:
oContains and is promoted as being cross-media savvy
Card games, video games, TV
Toys as well
Importance of collecting
Within the tect and of commodities
oIntegrated marketing
Typical of the 80’s
Pokemon took it to the extreme
Other products had a clear mothership/beginning
Star wars was the movie this is clearly new
Pokemons discourse was much more varied
People may be surprised to learn new facets of the game
One aspect does not rely on other aspects
You don’t have to know about all the aspects
Pokemon took it to a ultimate conclusion
oNo real source textL
This is typical of Asian media
While the game came first, this is not privileged
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Exam details provided in week 13: incorporating the last three weeks of material content will be included. Reading: buckingham and green: structure, agency and pedagogy in children"s media culture interesting arguments about consumer culture producer oriented, technological determinism. Conclusion: the key issue is around activity: Pokemon is not a new kind of enterntaining however is more integrated and activity orientating form. Moves beyond binary of media effect, producer vs consumer, and this theory is all about activity. Not just a movie, its lots of product: trans media orientated. Activity: needs to be understood in terms of engagement. Where has pokemon been caught up in this. Examples where either consumers are empowered or where producers make all the money out of a venture. Gender: the disruptiveness of pokemon, hit at a moment that brings into conflict a previous model of doing something, pokemon is considered gender neutral, a gendered space:
