Lifestyle - cross-media case study

Lifestyle Cross-Platform Case Study

internet and portable electronic devices. They should From AQA A Level study the production and reception of documentary products including the ways in which audiences may specification consume, participate and respond to documentaries and their coverage. Lifestyle: candidates should investigate how lifestyle, ie: make-over, information and advice products (such as buying and decorating property, cooking, slimming, bringing up children, improving a relationship, fashion tips etc), are presented across the media, for example in (audio-visual) broadcasting, the internet, newspapers and magazines. They should study the production and reception of such texts including the ways in which audiences may participate and respond to lifestyle products.

consume and respond to the coverage of sport (and sports products). This list is neither prescriptive nor exhaustive and centres may wish to select other topics. Advice on the suitability of a topic can be obtained from AQA. The media texts in some topics may be predominantly moving-image, audio, print or digital/ web based and may appear largely on one of the three media platforms. Nevertheless, candidates are required to examine the presence, production and reception of texts within their chosen topic area across the three media platforms. For example, a broadcast ﬁction product such as a new drama series for TV or radio might be received on a linear broadcast platform with extracts available

possibly opportunities for interaction and downloads; newspapers and magazines might promote and comment on the product, actors, writers etc, while others involved might appear on other media platforms. The texts within the cross-media topic should be examined by applying the knowledge and understanding gained through the study of the media concepts introduced during the investigation of media platforms. These include: • audiences and how they receive and respond to (and create) texts • institutional contexts including the relationship with the advertising industry, the level of

platforms. The texts within the cross-media topic should be examined by applying the knowledge and understanding gained through the study of the media concepts introduced during the investigation of media platforms. These include: • audiences and how they receive and respond to (and create) texts • institutional contexts including the relationship with the advertising industry, the level of independence/corporateness and how these contexts may inﬂuence the production and content of texts

atforms. These include: audiences and how they receive and respond t (and create) texts institutional contexts including the relationship with the advertising industry, the level of independence/corporateness and how these contexts may inﬂuence the production and content of texts

• representations available within the texts and how these are constructed and construed • semiotic, narrative and generic codes and conventions within the individual texts and across the topic, accounting for similarities and differences in codes and conventions across the media • features and issues such as synergy,

• representations available within the texts and how these are constructed and construed • semiotic, narrative and generic codes and conventions within the individual texts and across the topic, accounting for similarities and differences in codes and conventions across the media • features and issues such as synergy, intertextuality, cross-media promotion, public service remit and other obligations, censorship and control, news and entertainment values, the

• semiotic, narrative and generic codes and conventions within the individual texts and across the topic, accounting for similarities and differences in codes and conventions across the media • features and issues such as synergy, intertextuality, cross-media promotion, public service remit and other obligations, censorship and control, news and entertainment values, the technologies used in the production and reception process – as relevant to the topic chosen. Candidates will be expected to use appropriate media terminology in their responses to the examination questions and this should be taught from the start of the course.

• features and issues such as synergy, intertextuality, cross-media promotion, public service remit and other obligations, censorship and control, news and entertainment values, the technologies used in the production and reception process – as relevant to the topic chosen. Candidates will be expected to use appropriate media terminology in their responses to the examination questions and this should be taught from the start of the course. The Examination for Unit 1: Investigating Media The examination for Unit 1 will take the form of a two hour two-part examination paper. It will be marked

Get engaged “ Candidates will be rewarded for more individualised case studies (Level 4 of the mark scheme looks for ‘engaged’ responses) and it is hoped that they will use teacher-led case-studies as a springboard for their own explorations/ investigations. Critical autonomy is as always the major aim.

Example Follows • A brief example follows. • As with all class teaching, you should supplement these ideas with your own research. • The beauty of the Lifestyle topic is that there are a vast number of possible ideas on which you could focus...

Property • Especially in the UK, we measure our lifestyles, our level of success, and our self-esteem with reference to property. • Television offers a bewildering number of property shows, some focused on buying and selling, others on renovating, building and improving, still others on solving long-term problems.

Machines? • The modernist architect Le Corbusier said that, “A house is a machine for living in.”

Castles? • On the other hand, it has long been said that, “An Englishman’s home is his castle.” • British Prime Minister, William Pitt the Elder wrote (in 1763): “The poorest man may in his cottage bid defiance to all the forces of the crown. It may be frail - its roof may shake - the wind may blow through it - the storm may enter - the rain may enter - but the King of England cannot enter.”

Investments? • In some ways, our houses are purely functional • But the UK also has a culture of treating property as an investment – we talk about the property ladder. • Climbing up the property ladder is a form of social climbing • But the image of a house as a castle is also important when it comes to our values: people especially dislike being told how to live!

What do these TV property shows have in common? • Location, Location, Location • Property Ladder • Grand Designs • Country House Rescue • The Great Italian Escape • How Clean is Your House?

Audiences • To what extent do these different Channel 4 property shows target different audiences? • How do audiences receive and respond to these shows? • In what ways can audiences participate in these shows?

Audiences • In answering these questions, you could (for example) refer to the cross-cultural consumer characterisations used by advertisers. • You could investigate on-line discussion forums related to these shows • You could investigate how participants in these shows are identified and chosen

Institutional Contexts • Why does Channel 4 produce so much property-related programming? • Research Channel 4 as an institution - when did it start, how is it funded, how is it structured, how well is it coping with the impact of multi-channel broadcasting and new media? • How do other television institutions respond to Channel 4’s property focus? • What types of advertising surround these shows? • How does funding and advertising influence the content of the shows?

Representations • Make sure you watch plenty of examples! • How is property represented in the texts? Investment? Castle? Machine for living in? • How are members of the public represented in the texts? Sympathetic? Greedy? Obsessive? Heroic? • In what sense is an ideal lifestyle being promoted in the text? Of what does it consist?

Forms and Conventions • What are the generic conventions of a property show? How did they develop? Explore the history of property TV by undertaking some independent research. • What is the narrative structure of a property show? Does it, for example, follow a similar pattern each time: idea/ quest; hopeful beginning?; disaster/setback; successful outcome? • Signs and symbols: how might the choice of fixtures and fittings reveal the character & personality of a Grand Designs participant, for example?

Across Platforms • How many different tie-in magazines have been launched by Channel 4 and their partners? • Who were these partners? • How many of these magazines still exist? • Which other property-related magazines are regularly published? • How many of them tie-in to TV broadcasters?

BBC Brooklands Group Media 10 www.bbcmagazines.com www.brooklandsgroup.com www.media-ten.com IPC Media IPC Media BBC Bristol www.ipcmedia.com/ www.idealhomemagazine.co.uk www.bbcmagazinesbristol.com

Audiences • As with all magazines, you can research the circulation figures at the Audit Bureau of Circulations (ABC.org.uk) • You can also look at the reader profiles provided by the publishers in the form of information for advertisers. • How do these reader profiles relate to your Cross-cultural Consumer Characterisations?

Institutions • The BBC has its own publishing division, BBC Worldwide • Channel 4 partners with external publishing companies – why? Why might it be a problem? • Why has there been talk of BBC Worldwide merging with Channel 4? • How does the advertising in these magazines relate to the editorial content?

Representations • Compare the representations of property and people in the magazines and on the TV shows • Discuss “the ideal lifestyle” as represented and promoted in these magazines • What underlying values are behind this lifestyle? • How does this ideal lifestyle relate to the wider topic of ethical living?

Forms and Conventions • What standard content do property magazines include? • Discuss the graphic design elements in these magazines – typography, use of colour, use and placement of imagery. How do they differ between contrasting titles? • Provide a semiotic analysis of a typical home interior as represented in a magazine: signs, symbols, iconography?

Across Platforms • How do both Channel 4 and the magazine publishers use the web? • How does the audience interact with broadcasters and publishers using the web? • Discuss the popularity of the computer game The Sims, and its various spin-offs and expansion packs.

The Sims 2 “ Take Your Sims from Cradle to Grave While Fulfilling Their Dreams “ The Sims™ 2 is the next generation of The Sims™, the groundbreaking game that lets players create and control people. “ In The Sims™ 2, you direct your Sims over a lifetime and mix their genes from one generation to the next. Your Sims have life goals and it’s up to you to fulfill their dreams. “ Push your Sims to extremes from getting busted for sneaking out of the house to writing a great novel.

Apartment Life “ Your Sims are moving into a brand-new apartment, and their lives will never be the same! “ Adventure, fun, and drama await them as they meet new people and explore their new neighbourhood. Will they take their kids to the local playground, mingle in coffee shops, or hit the park to learn from the breakdancers? “ Close quarters mean new opportunities, move in with compatible roomies for a thriving social life, advance your career with the right social network, or find true love just down the hall. “ Whether they live in artsy converted lofts, the ultimate studio bachelor pads, or luxury apartments with their own butler, your Sims will experience all of the excitement of apartment life!

IKEA Home Stuff “ Give your Sims home a makeover with new furniture and décor items based on stylish designs by IKEA! “ Whether you want to create a trendy, spacious office, a chic living room, or a cozy and inviting bedroom, you can make your Sims dream house into something even better a home. Design your Sims rooms to fit their personalities with all-new sofas, beds, tables, TV units,shelving, and more in a variety of colors and patterns for a truly unique look. Add the finishing touches with popular IKEA wall art, mirrors, lighting, and vases. Be your Sims personal interior designer with inspiring, contemporary styles from IKEA!

Mansion and Garden “ Design impressive estates and meticulous gardens for your Sims with three all-new styles. Infuse your Sims’ mansion with the intricate beauty of new Moroccan designs, add a touch of retro-modern style with stately and new Art Deco elements, or build in the imposing new Second Empire style. With a host of new architectural and landscaping items to choose from, your Sims mansions will look more stunning than ever!

H & M Fashion “ The popular European fashion retailer that is taking the US by storm with its trendsetting contemporary fashions is now coming to The Sims 2! “ Your Sims can choose from cutting-edge men’s and women’s clothing including dresses, jeans, and other outfits, complete with accessories-all inspired by real H&M designs. “ They can also design their own H&M store environment with retail décor items including mannequins, clothing racks, cash registers, and a fitting room.

Audiences • Explain the unique popularity of The Sims • How does the audience interact with the game, and with each other? (Clues: forums, FaceBook, YouTube!) • How do these games encourage their users to think? What kinds of attitudes and behaviours are rewarded and encouraged? • How do players subvert or rebel against social conventions in their game play?

Institutional Context • Investigate the Games Industry and the place of EA within it • What type of game do EA specialise in? • Examine the relationship between EA and retailers like IKEA and H&M • Why might this be of concern for Channel 4 and magazine publishers? • Look at IKEA’s TV advertising, discuss its forms and conventions & representations and compare to their presence in The Sims.

Representations • What types of people are represented in The Sims? • Stereotypes? Positive, negative? • What kind of lifestyles are most popular for Sims players? • How do these lifestyles relate to those ideal lifestyles on TV and in magazines?

Forms and Conventions • How do you play The Sims? • Do you win? Lose? • What technologies does The Sims use? • How has technological change influenced the development of games? • How do Sims players exploit the forms and conventions of YouTube to entertain themselves and each other? • Investigate the development and consumption of “God games” like Sim City, The Sims, and Spore

Conclusion • Almost any lifestyle topic can be explored in the same way. • Cookery, health, finance, fashion, motoring, ethical living... • Don’t forget, also, that the whole topic of lifestyle can be approached with any of the three platforms as a starting point. • For example...

The new media lifestyle • Discuss the way that people (young, middle-aged, older) use new media as an integral part of their lifestyles. • Discuss the ways in which “old media” (newspapers, magazines, broadcasters) have responded to this increasing trend? • What is likely to happen to traditional broadcast and print media in the future as the “new media” lifestyle evolves...?