Audiences

Social and cultural context

Consider video games in relation to how they reflect society - is a useful way to explore them in terms of social and cultural significance. The representation of female characters, under representation of women in video game development and a minority of female players can be explored

• AC franchise has made adaptations to tackle this over the years - such as female protagonists in later games like Aveline and Kassandra, female audiences may have a positive response to this.

Assassins creed target audience

Young adults - aged 18-35 who enjoy action, adventure and open world games.

How producers of AC target, attract, reach, construct and address audiences

• AC has significant brand identity, which can target audiences who are fans of the previous game when a new game in the franchise comes out - as they have a pre-sold audience

• Due to developments in tech - games are distributed across several platforms which allows the targeting of a mass yet diverse audience

• AC may attract audiences through identity - audiences may identify with characters in the game, or interact with online communities

• Audiences are constructed through the female and male characters - In Odyssey, you can pick between a male, Alexios or a Female, Kassandra, allowing for different interpretations.

• Appeal for the game has been broadened by the inclusion of both genders

The relationship between media technologies and the pattern of consumption

• The distribution of games in the franchise across different platforms is a strategy to increase audience consumption. This can be an attempt to draw gamers from different platforms to purchase additional hardware and the game itself

• Gamers may be encouraged to have a more complete experience by using interlinked products that offer exclusive - downloadable content. This is only made possible through convergent rechnology.

• The AC franchise has a well established fan community by enchanced digital platforms which allow for interaction and responses to the game to be shared.

Albert Bandura - Media effects

Several games in the AC franchise recieved PEGI 18 due to strong violence, killing mechanics and graphic combat.

• Bandura argues audience may imitate this behaviour

• Repeated exposure to this can normalise this aggression

• Players may become desensitised to violent acts

• This is important in gaming, as the players ACTIVELY PERFORM these acts rather than just watch it, like a movie.

Limitations of Banduras theory

The idea that audiences may imitate these behaviours assumes that these audiences will be significantly influenced in the first place.

This isn’t true for older audiences, but may be true for younger audiences.

• Mature audiences understand fiction vs reality, fantasy violence etc.

Since AC mainly targets, adults this may not be true.

Jenkins fandom theory

Since gaming developed alongside the internet, fans can communicate online, share content, create communities, and tis can be through livestreams, social media, etc which AC is established on. Fans can also promote games, but also strongly criticise them, and influence future game development.