The document discusses issues related to targeting audiences in the media industry. It addresses topics of gender stereotypes in gaming, lack of regulation of mature games, and debates around violence in gaming. Specifically, it notes stereotypical portrayals of women in games, issues with age ratings and enforcement, and arguments from both sides about the impact of violent video game content.

1. Discuss the issues
raised by institutions’
need to target specific
audiences with a
media industry which
you have studied.

2. GENDER
 Stereotypical gamer – Males. Aged 12 – 25. The average
age for gamers is 45, and the number of female gamers
are increasing. This is because of mobile phones, not just
consoles. Females play on games on their phones.
 Males Gaze – In the case study (Dead Island) they
represent women by having all female zombies as Bikini
Babes.
 An example of women being represented in video games
would be Lara Croft. Women played in 3rd person
characters.

3. REGULATION
 Not seriously reinforced in retail stores for under the
regulated age. This is because...
 Dead Island is an 18, yet people under the regulation age
still play the game.
 BBFC never banned a game, so Dead Island is cool!
 Germany – The Government bans games.

4. VIOLENCE
 Increasing amount of violence featured in the game
 Males like violence
 Case Study – has photo realism and mod weapons. These
new technologies have made the games more immersive
and violence more realistic.
 Other Case Studies – GTA – Ryan Chinnery, car jacking
in 2009. Columbine High School Massacre – Doom in
1999.
 MORAL PANIC!!
 “Games don’t kill people. People kill people.” – by Games
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