OSP Case Study 3: Zoella💕

 Language

1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella is a social media influencer, She's one of the biggest British female youtubers 

On her main channel she has 11.2 MILLION Subscribers 

On her vlogging channel she has 4.2 Million Subscribers.

2) What is convergence?

When two or more media forms meet in one e.g Zoella’s website where you can buy her book, read her Twitter feed, see her Instagram photos and buy her beauty products. 

3) What are Zoella's videos about? Find five video titles and write them here:

1.GRWM everyday festive glam

2.HUGE summer Primark haul

3.Brother does my makeup (shock edition)

4. Best of Beauty 2017

5.Huge American Haul (Ulta Beauty, Bath & BodyWorks, Glossier & Duane Reade)

4) What are the codes and conventions of vlogging videos?

-text on screen 
-props
-outakes
-jumpcuts 
-collaborations
-quirky background music
-casual clothing
-homely setting

5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up.

Zoella vlogs and videos are home setting, creating a comforting warm atmosphere for her young audience. Almost welcoming.
She also wears makeup to appeal/emphasise her brand in  beauy and also fashion.This allows her to live up to her brand.

Industries

1) How does Zoella make money? (You might want to read this Heatworld feature for more on this.)

-partnerships (Superdrug// beauty products made £1m in sales)
-advertising (YouTube// Pre-roll Ads) + (Website Ads- £4,000/month)
-sponsored social media posts (Instagram)
-books (ghostwritten- £100,000 advance and made £2m in sales)
-Vlog Tour (meet and greets)
-product placement (showcase products for companies- up to £20,000)
-At peak she made £443/hour

2) What is a digital influencer? Why is Zoella considered a digital influencer?

A digital influencer is someone who has influence over his or her followers and influencer marketing identifies these individuals in order to reach potential buyers.

Zoella is considered a digital influencer as she gets brand deals and her viewers will purchase what she speaks about 

3) Why do companies want to place their products in Zoella's videos?

They want to place their products in her videos in order to advertise them to her fan base. Most of her fan base see her as a beauty guru therefore any products that "she uses" will instantly prompt her viewers to buy it and try it out.

4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
Its important as both subscribes from each channel will stay tuned in and watch their videos.This results in them gaining more views creating more revenues and making more money.

5) How has Zoella moved into a more traditional media landscape in recent years? 

Zoe has published three books she has her own lush bath bomb that comes with "digital detox advice" which isn't something a modern youtuber would do. Also, as Zoella has become more successful, she has made more appearances in traditional media such as TV, newspapers and magazines (e,g- Loose Women)

Audience

1) Who is the target audience for Zoella's channel?

Zoellas target audience is teenagers as young as 13 up to adults in their 20s , People that are into beauty and fashion 

2) How are audiences encouraged to participate in or feel part of Zoella's brand? 

She uses phrases to really engage her viewers such as "who remembers that" and daily updates on her social media allows them to have access to her everyday life.

3) What audience pleasures are provided by Zoella's videos and associated products?

Diversion- Entertaining and light-hearted, YouTube videos (bite-sized chunks)
Surveillance- anxiety and mental health
Identity- experiences of teenage life (anxiety), content seeks to reflect mainstream lifestyle)
Relationships-Zoella and audience- mode od address is like talking to a friend, makes reference to long-term fans.

4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?

Preferred (people who love Zoella):she's normal, down to earth girl who is just like her audience (gives good advice)
Oppositional (people who hate Zoella): they could hate her if they're are not into fashion or just find her annoying in general and ripping off her younger fans (book and advent calender for £50)
-caught driving and filming
-poor role model for women (all content is about her looks)

5) Why has Zoella been criticised by some people?
Ghostwriting and the above

Representations 

1) What is your opinion on this debate - is Zoella a positive role model for young women?

I believe that Zoella is a positive role model for young women because she's very open about controversial topics like teenage girls growing up, anxiety , cyberbullying which is usually dismissed by society.

2) What representations of women are provided by Zoella?

Zoella presents women as quite stereotypical in my opinion as her channel is very feminine. She has a conventional feminine life but you could argue that she's a self made celebrity with her own business and more subscribers than her boyfriend, Alfie Days which is quite empowering for females.

4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?

Zoella represents herself as quite witty and exciting which could be her however I believe that she has reinforced this character to appeal to her audience more. Due to the fact that she still does similar videos to her old ones almost emphasises how she keeps maybe a small facade on to please her older audiences and almost support those with her brand loyalty.

5) What criticisms could be levelled at the representation of Zoella? 

A lot of controversy was created when Zoe posted an image of herself on snapchat, in bed wearing a light top and showing the edge of her knickers. This was noticed by many people in a negative way since her target audience is teenage girls, therefore some thought it was wrong of her since it may of resulted in those girls being persuaded and becoming more revealing just like the photo.

Videogames case study 2 - Kim Kardashian: Hollywood blog tasks💕

 Language

1) What is the objective when playing the Kim Kardashian: Hollywood game?

The aim of Kim Kardashian Hollywood is to work your way  up the celebrity scale from Z-List to A-List.

2) What is an A-list celebrity? Why is it important in Kim Kardashian: Hollywood?

An A-list celebrity is a celebrity that has the highest social status and is known to be the most popular, This is important in the game as if you become an A list celeb you can become friends with the kardashians on the game and become popular on the game.

3) How do you download the Kim Kardashian: Hollywood game?

You can download the game on the app store or Google Play store

4) What is the narrative or storyline of Kim Kardashian: Hollywood? Where is it set?

There are a range of locations in the game that try to mirror the stereotype of the celebrity lifestyle of an A-lister

Special Events are temporary goal arcs that are available only during Weekend Events in the game. By completing them, players can not only earn Cash Cash, XP XP, Energy Energy and Star Stars, but also Special Event stars.  These regularly happen and keep the game fresh.

5) What characters can you play as? What characters appear in the game?

The characters in Kim Kardashian Hollywood are a mixture of real VIP characters and fictional characters. 

Kim and the rest of the Kardashian / Jenner family appear in the game as well as celebrity friehnds.

Audience

1) What audience pleasures are provided by the game? Use Blumler & Katz's Uses and Gratifications theory.

-Relationships- "narrative- your own character/avatar" , "celebrity; playing with Kim Kardashian and friends"

-Diverson- "escapism- different/celebrity lifestyle" , "setting- LA/Hollywood" , "wealth and success- lifestyle"

-Surveillance/Information-  "kardashians and other friends + lifestyle"

2) Why is the game so addictive for audiences?

The game is addictive because there're levels and celebrities are put in categories/ status levels which makes the consumer want to play more.

4) Why does James Liu think Kim Kardashian: Hollywood is so successful?

-Branding. Kim is a major brand-name. Her star power gives the game a significant advantage. 
-Publishing. Glu Mobile is a publishing titan in the mobile world. They have a very large network of quality users that play their games. 
-Placement. Both Kim and Glu are powerful and trusted names. This gives them a significant advantage when approaching various store fronts like Apple or Google

5) What does James Liu suggest is the reason players keep coming back to the game?

-Frustration over the lack of energy. Most events require 1 more energy than you're given to complete in a sitting.
-Avatar customization in the form of virtual goods. Clothes, Sofas, Chairs, and even a new apartment. It fits in well with the theme.


Representations

1) What representations of women can be found in Kim Kardashian: Hollywood?

modelling , fashion , dating & being successful.

2) What representations of race, ethnicity or sexuality can be found in the game?

The players can customise their character according to how they want (skin colour, facial features and their own name)

3) How does the game both reinforce and subvert stereotypes in the media?

It reinforces stereotypes by focusing on women's appearance, modelling and dating as a way to be successful. Similarly, celebrity is represented as something to aspire to even without an obvious talent or ability. 
-It subverts stereotypes by including high status, female business representatives in the game

4) What does the game suggest regarding modern perceptions of celebrity and how to get famous?

It suggests that in today's society you become famous simply by knowing the right people and constantly promoting/attending events.

5) How might someone criticise the representation of celebrity in Kim Kardashian: Hollywood?

that women need to model and always look good and be in popular and expensive places to maintain a fun fancy lifestyle.

Industries

1) How much does Kim Kardashian: Hollywood cost?

The game is free to download however, it includes varies in-app purchases (monthly/weekly subscriptions)

2) How does the game make money?

The game is free to download but makes huge amounts of money from in-app purchases and subscriptions. Players need to buy energy to complete tasks (or wait 30 minutes for energy to replenish). 

3) What subscriptions are available to Kim Kardashian: Hollywood?

• Gold: 49.99 USD / month 
• Silver: 19.99 USD / month
• Bronze: 4.99 USD / month 

4) How was Kim Kardashian: Hollywood marketed and promoted?

It was promoted by social media and influencer's associated with the Kim K brand. Also, there is advertising that takes place withing the game (Twitter, Facebook etc) which broadens the platform of the game. They made a 31 second tv advert to also promote the game.

5) How does Kim Kardashian: Hollywood use media convergence to cross-promote the game and the Kardashian brand?

"Advertising appears in this game and may permit users to interact with one another (e.g., chat rooms, player to player chat, messaging) depending on the availability of these features. Linking to social networking sites are not intended for persons in violation of the applicable rules of such social networking sites." This initially shows how there are cross-promoted brands incorporated within the game (Twitter, Instagram, Facebook)

Lara Croft Go CSP case study💕

Language

1) Who is Lara Croft and when did she first appear in a videogame?

Lara Croft first appeared in 1996 Eidos Playstation game Tomb Raider and was the first computer game to feature a female character as the protagonist rather than a supporting role or a secondary character.

2) What classic films influenced the creation of Lara Croft and the Tomb Raider games?

Indiana Jones

3) How has Lara Croft and Tomb Raider moved beyond just being a videogame?

Lara Croft has featured in films (the first starring Angelina Jolie; 2018 version rebooted the character). She has appeared on magazine covers more times than any supermodel.
There have been advertising tie-ins, merchandise, comic books and  spin-offs featuring the character. The franchise has had numerous incarnations before Lara Croft Go in 2015. 

4) What devices can you play Lara Croft Go on?

iOS, Android & Windows Phone WW : 27 August 2015 Microsoft Windows WW : 27 August 2015 WW : 4 December 2016 (Steam) PlayStation 4, PlayStation Vita WW : 3 December 2016 macOS, Linux WW : 4 December 2016

5) What type of game is Lara Croft Go?

traditional Action Adventure elements its a puzzle based game

6) How does Lara Croft Go use narrative (storyline)?

The three-act narrative structure proceeds from an orientation stage through various complications and blockages to a simple resolution.

7) What iconography can be found in Lara Croft Go? How does this help communicate the sub-genre of videogame?

The narrative of Lara Croft Go is about a giant snake which is protecting the artefact that Lara is searching for and this snake chases her through the levels. There are three main stages to the gameplay

8) What other characters or enemies feature in the game?

Lara comes across (Lizards, Snakes, Spiders) and some of the collectables. There are not many different enemies as memory is key.  

9) What is the setting for Lara Croft Go? How does this compare to previous Lara Croft or Tomb Raider games?

Lara comes across (Lizards, Snakes, Spiders) and some of the collectables. There are not many different enemies as memory is key.

10) Read this BBC article on the history of Lara Croft and Tomb Raider. How has the character of Lara Croft evolved over the last 20 years?  
Over the years Lara has become less sexualised as her chest has became smaller even though they used to be larger and her clothes have become more practical than sexualised. Her morals have been expressed through her story and they focus on the narrative.

Audience

1) Why might an audience enjoy playing Lara Croft Go?

The audience gain pleasure since theyre in control of that path the game is heading in and the thinking section of the game may help to solve the puzzles logically. It's a mobile app therefore they'll have access to the game at all times. Also may enjoy playing Lara Croft Go for nostalgia of the other franchises.

2) Where and when might an audience play a game like Lara Croft Go? Think about the device it is played on and the times of the day someone might want to play the game.

Lara Croft Go can be played on mobile which means you can play anywhere at anytime if you have free time 

For students potentially playing on the way to school.

3) How did Square Enix design Lara Croft to make it appealing to an audience?

The use of isometric view deliberatly keeps it minimalistic and simple therefore it's appealing since there's not too much going on but the quality of animation and use of colour is still impacting, just not through an over the top display.

4) Which of Blumler and Katz's Uses and Gratifications theory might apply to Lara Croft Go?

Lara Croft Go applies to social interatcion since the consumer may begin to have a carefull relationship with the character - not wanting her to die, makes them want to continue playing and try winning. 

5) Who is the target audience for Lara Croft Go? How does brand loyalty contribute to this target audience?
The target audience for Lara Croft Go is for mostly teen girls but some boys too. This is because it's a puzzle based game which intrests younger people, and the protagonist is a female therefore younger girls may play it more since they can look up to the character of Lara Croft. Brand loyalty contributes to the trget audience because people who've played Tomb Raider and Hitman Go may have a sense of Nostalgia once playing Lara Croft Go.

Representation

1) How are women usually represented in videogames?

Over the years women have been represnted in a more positve way. In later generations they were seen as less superior to men and obsessive over their appearance but fortunatley now they are represnted as role models who are independant and capable in doing anything.

2) How does the character of Lara Croft reinforce female stereotypes in the media?

Lara Croft is a strong, smart, independent character who's resilient in attempting levels that get harder. She's a female protagonist which reinforces stereotypes a lot because people are used to seeing male protagonists that are mostly heroes.

3) How does the character of Lara Croft subvert female stereotypes in the media?

4) Why do some people believe the videogames industry is sexist and needs to change?
Some people believe this because mostly men are protagonists

5) Do you think Lara Croft is an empowering feminist icon or just another objectified woman designed to appeal to male gamers?

I think Lara Croft is an empowering feminist icon because she subverts the stereotypes of men being protagonists and is a role model to the young generation of girls

Industries

1) What does PEGI stand for?

 Pan European Game Information 

2) What is PEGI's job?

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

3) Which company created Lara Croft Go?

Square enex

4) What two popular videogame franchises were combined to create Lara Croft Go?

 Lara Croft Tomb Raider and the Hitman Go mobile game.

5) What else is part of the Lara Croft/Tomb Raider franchise?

OSP & Videogames: An introduction💕

1) What were the first videogames like?

In October 1958, Physicist William Higinbotham created what is thought to be the first video game. It was a very simple tennis game.

2) How have videogames changed over time?

There have been millions of games created in the 50 years. Nowadays the graphics are so realistic and theres psychologists behind games nowadays that get you addicted so you want to keep playing.

3) What do the most successful games have in common? Answer this in as much detail as you can. Think about audience pleasures - what do people like about playing videogames?

-Most video games have some sort of goal the end of them, through levels/stages making the players more interested to play on to victory. 
-They also have a narrative during the game which makes it more interactive for the players.

4) What criticisms have been made towards videogames over the years? Here's a good article on the impact of videogames on players that might be helpful.

Some criticisms are that video games are way too violent and influence a lot of the crime that go on in today's society. For example shootings and stabbings 

 1) How many Fortnite players are there worldwide? Here's an updated article with recent figures for you.

Over 12.3 million concurrent players participated live in Travis Scott's Astronomical, an all-time record! There are over 200m users online.

2) Why is it so popular? What are the audience pleasures of the game?

It’s free, it’s fun and it has a very silly, offbeat sense of humour. Fortnite: Battle Royale has very bright, almost cartoon-like graphics as well as loads of ridiculous items and costumes, such as space suits and dinosaur outfits.You can also pull a variety of dance moves during the game, and some of these have taken on a cult appeal in schoolyards around the globe.

3) Why might some people criticise Fortnite?

Its free but the players tend to spend thousands of pounds on thins like VBucks and the game could be violent in some ways.

4) Copy and paste two comments from 'below the line' of the Guardian article - these are comments written by Guardian readers in response to the feature. Select one comment you agree with and one you disagree with and explain why.

Apple Beats 1 Radio CSP: blog tasks💕

 Background, industries and the impact of the internet

1) How have our music listening habits changed since 1960?
Our music habits have changed drastically since the 1960s as we now have e a wider range of genres including: RnB, Grime, Pop, Techno. Indie, Urban Rap. These are all genres that are listened to amongst majority of the youth culture as well as older culture in today's generation.

2) When did Apple Beats 1 Radio launch and what is it?
Beats 1 launched in 2015 and is a free live streaming global 'always on' radio station. It tries to work across different genres but often focuses on indie and rap music. Apple Beats 1 includes 3 top DJs of the music industry who try to emerge future developments in the media and provides an opportunity to study issues linked to ownership, globalisation and convergence amongst the youth.

3) What is the difference between Beats 1 Radio, iTunes and Apple Music?

iTunes is all about media ownership, functioning as both a virtual record store and an efficient digital library for music and other media (movies, TV shows, etc) that you own personally. The software comes pre-installed on all Apple devices, and is available as a free download for non-Apple PCs and mobile devices. iTunes doesn’t require a subscription fee to use. Beats 1 Radio is an internet-based global radio station. Apple Music is all about streaming. You pay a flat fee to unlock access to Apple Music’s entire catalogue, but you don’t actually own the music you listen to.

4) Why was Apple so keen to enter the online music world and compete with Spotify, Deezer and Amazon Music (and others)?

By entering the online music world, they could link their streaming site to iTunes and help boost sales (revenue).

5) Why did Apple choose the three selected DJs for launch? 

The DJ's have established audiences and are popular with listeners. They are also quite diverse (New Zealand, New York, Nigerian descent). Julie Adenuga has a lot of contacts in the grime industry.

6) How does the use of DJs differ from Spotify, Amazon Music and other streaming services? 

The use of DJs allow audiences to form bonds with presenters and make the show seem less formal. It is the only streaming service with DJs, making it similar to more traditional radio shows.

7) How does the content of the Julia Adenuga show differ from Radio 1? 

Julie Adenuga focuses on solely providing entertainment and music whereas other radio stations also provide news, weather, travel updates etc... Beats focuses on providing entertainment and would therefore be more suitable for younger audiences.

8) Why does Beats 1 radio give Apple the power to make or break new artists? Is this a good thing or a bad thing for the music industry?

Apple controls the music we hear on their station, which influences the music we are led to buy on iTunes. They can choose to play several songs of one artist or scarcely play another. This is bad as successful artists that have the resources to form partnerships with Apple will benefit the most(e.g.Taylor Swift). However, this could be positive as smaller artists can gain exposure.

9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?

Many experts assumed it would be successful but it would be competition for streaming sites rather than radio stations as it was linked to Apple music. As it was produced by a huge conglomerate, many experts were certain it would be a success.

10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)

Beats 1 is owned by Apple, a very powerful/wealthy company which is at the forefront of technological advances; it is also very popular with young people. As a result of this, many people are likely to listen to Beats 1, forcing other industries to adapt and change. On the other hand, there are already many different forms of listening to music, each suited to different needs (e.g. radio when driving), that offer a more diverse range of music as beats 1 usually plays a set genre. Additionally, it requires a subscription fee which may deter some consumers.

Audience

1) Who is the target audience for Beats1 and Julia Adenuga in particular? Refer to demographics and psychographics.

Beats 1 is targeted at young working/middle class people, mainly mainstreamers

.2) Why do people listen to Beats1? Which aspects of Blumler and Katz’s Uses and Gratifications theory relate to Beats 1 and its audience?

Personal relationships-audiences can form bonds with the DJs
Diversion-relaxing/entertainment
Surveillance-information on new music/artists.

3) Can the audience actively interact with the Apple Beats 1 Radio or are they passive when listening? How? Give examples. 

Their audience is encouraged to be active as they can engage with the station via social media platforms although their following is relatively small compared to other accounts, suggesting the audiences can be quite passive. They can also buy the music being played and request songs

.

4) Is Apple Beats 1 aimed at a mass or niche audience? How does this differ to BBC Radio 1?

It's a niche station as it has specialised DJs and plays mainly hip hop music. Contrastingly, BBC Radio 1 is aimed at a mainstream audience as it plays pop music for a wide audience.

5) Do you think Apple Beats 1 radio will be popular with young audiences or are streaming services the future of audio-based media?

Although I think it will be successful in terms of competing with other radio stations, overall I think younger audiences are more likely to use apps such as spotify or apple music as it is more personalised and convenient (music can be played wherever through phones).

Radio 1 Launch CSP: blog tasks💕

 Historical, social and cultural context

1) What radio stations were offered by the BBC before 1967?

BBC Radio Home

BBC Radio Light

BBC Third

2) How was BBC radio reorganised in September 1967? What were the new stations that launched?
 On 30 September 1967, the Light Programme was split into Radio 1 offering continuous "Popular" music and Radio 2 for more 'Easy Listening'.

3) What was pirate radio and why was it popular?

Pop music was becoming popular. For young people pirate radio was good as they were able to produce these shows

4) Why did pirate radio stop broadcasting in 1967?
Many of the pirate station broadcasters then were then employed by BBC Radio 1 and it wasnt seen as "cool" after a while.

5) How did the BBC attract young audiences to Radio 1 after pirate radio stations were closed down?
they began to play popular music and pirate radio workers moved to radio one.

6) What was 'needle time' and why was it a problem for BBC Radio?

needle time is an agreed maximum allowance of time for broadcasting recorded music. pirate didnt have restrictions and bbc radio did 

7) How did BBC Radio 1 offer different content to previous BBC radio stations?

BBC Radio Home (1939-1967) broadcasting education programmes and news. Mainly speech-based. Replaced by Radio 4.

BBC Radio Light (1945-1967) broadcasting mainly light entertainment (comedy / drama) and music. Replaced by Radio 2.

BBC Third (1946-1970) broadcasting intellectual arts-based talk and music. Replaced by Radio 3.

8) Who was the first presenter for BBC Radio 1 and why did these new Radio 1 DJs cause upset initially at the traditional BBC?

Tony Blackburn.

9) Listen to excerpts from the Tony Blackburn's first 1967 broadcast - how might it have appealed to young listeners?

10) What conventions did Tony Blackburn's radio show borrow from pirate radio - which made it very different to previous BBC radio content? He used the aspects of pop culture and people enjoyed newer pop music 

Audience and industry

1) What was the target audience for BBC Radio 1 in 1967?

a younger audience who tended to enjoy pop music.

2) Why did Radio 1 initially struggle to attract young listeners?

when they started they weren't doing too well financially, so younger people didn't think they were "cool"

3) What audience pleasures did Radio 1 offer listeners in 1967? (Use Blumler and Katz Uses and Gratifications theory).

4) How is the BBC funded?

18 October 1922 by a group of leading wireless manufacturers including Marconi.

5) Applying Stuart Hall's Reception theory, what would the preferred and oppositional reading have been of BBC Radio 1 in 1967? 

Arctic Monkeys - I Bet You Look Good On The Dancefloor: Blog tasks💕

 Impact of new/digital media on music industry

You'll need to read back to our music video introduction and notes blogpost to answer some of these questions.

1) How do audiences generally watch music videos these days?  

Music videos normally come on tv or on adverts on social media.

2) What opportunities has the growth of digital technology and YouTube created for new music artists?
Youtube have a recommendation section which gives new music artists a chance to be noticed and potentially be the next big thing. 

3) What is P2P and why did it cause huge problems for the music industry?

P2P are websites that leak music that hasn't been promoted by the artist which can ruin their release of their upcoming projects.

4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why? 

Bigger artists have big fan bases that can influence which other artists they like or dislike which can have a big impact on who becomes successful and who doesnt

5) How has Fortnite demonstrated the potential future for music videos and promotional opportunities for the music industry? You can read more on this event in this Verge feature.
Travis Scott, in the initial release week of his latest album Astroworld, emulated Fortnite by offering up a new pack of merchandise that included an album download code.

Arctic Monkeys: Industry

1) How did the Arctic Monkeys first achieve success and build up their fanbase?

gave their songs away for free by posting them on MySpace and the name Arctic Monkeys began to spread on chatrooms across the internet.Their fan base grew and grew and the times and dates of gigs posted online enabled the group's followers to turn up ready to sing every word to every song

2) Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?

They didnt release any singles so P2P was the only way their fanbase could listen to their music. 

3) How does the rise of Arctic Monkeys differ from how One Direction were formed and became famous?

4) How has technological convergence changed the music industry?

Convergence has had a great impact on how audiences access, listen and usemusic. The change in digital technology has been the main cause for this as it now enables audiences to access music in different formats (mp3 downloads), which can be downloaded strait onto the computer

5) Has the internet been a positive or negative development for traditional record companies? Why?

I think positive as fan bases can move online and create online communities (fan pages ect ) where they could share songs and information.


Arctic Monkeys: Audience

1) What is the main Arctic Monkeys audience - demographics and psychographics?

 Arctic Monkeys' audience are likely to be white, middle class and reasonably young. Psychographic groups might include Reformers and Explorers. Recent global success pushed the band into bigger psychographic groups such as Mainstreamers.

2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?

Older audiences enjoy the sense of nostalgia from the 1980s- style performance video.

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to Arctic Monkeys fans. Why did you choose those moments?

4) What is nostalgia and why is it a key audience pleasure for the Arctic Monkeys music video?

 wistful desire to return in thought or in fact to a former time in one's life, to one's home or homeland, or to one's family and friends; a sentimental yearning for the happiness of a former place or time: a nostalgia for his college days.

5) How are fans positioned to respond to the video? What does the artist want fans to take from their video 

I Bet You Look Good on the Dance Floor has cultural significance as a key moment in major structural changes within the music industry. The product relates to emerging, future developments in the media as it represents a change in the way that artists could, potentially, build and communicate with an audience.