Fornite: Industries and Audiences

Audience Appeal of Fortnite

1. Appeal to Children and Younger Audiences

• Gameplay and Design:

  • Fortnite's cartoon-style graphics and animated violence make it visually appealing and age-appropriate for younger audiences, distancing it from more realistic, intense violence seen in other games.

  • The “Battle Royale” concept emphasises survival over direct violence, making it less graphic and more accessible to a younger demographic.

• Interactive and Social Gameplay:

  • Emphasis on teamwork and collaboration helps develop social bonds among players. The ability to play with friends is a significant draw for children and teens.

  • Customisable/playable avatars allow players to create unique identities, fostering a sense of personal expression.

  • Theory: Blumler and Katz’s Uses and Gratifications Theory applies here; Fortnite offers young audiences escapism, entertainment, and social interaction, which are key motivators for media consumption.

• Regulation and Parental Concerns:

  • Rated PEGI 12 in the UK for “mild violence,” allowing younger audiences to play but still generating concerns around addiction and its impact on schoolwork and attention span.

2. Appeal to Different Genders

• Gender Representation and Inclusivity:

  • Fortnite characters are diverse in appearance, and players can be randomly assigned different skins regardless of gender, race, or ethnicity, which can promote inclusivity.

  • Male and female avatars are visually strong and capable, challenging traditional gaming stereotypes.

• Celebrity Influence:

  • Collaborations with non-traditional gaming celebrities, like NBA athletes and rappers (e.g, Drake), expand Fortnite’s appeal beyond male audiences to a wider gender spectrum.

• Theory: Dyer’s Star Theory suggests that the presence of diverse role models and non-traditional “stars” in Fortnite may shape audience identities and aspirations by showcasing a wide range of gender representations.

3. Appeal to Males and “Gamer” Identity

• Competitive Environment:

  • Fortnite’s focus on competition appeals strongly to male gamers who often gravitate towards skill-based gameplay and leaderboards.

• Esports and Celebrity Gamers:

  • Popular male gamers like Ninja, who has millions of subscribers, make Fortnite aspirational for young male players, many of whom see competitive gaming as a potential career path.

• Theory: Masculinity and Identity - The competitive, high-stakes nature of Fortnite aligns with certain masculine ideals of risk-taking and dominance, which attracts male audiences.

4. Appeal to Diverse Ethnicities and Races

• Randomised Avatars and Inclusivity:

  • By assigning players diverse avatars (gender and race), Fortnite avoids stereotyping, promoting diversity within its audience. This practice has garnered praise for challenging assumptions about gamer demographics.

• International Appeal and Cross-Cultural Popularity:

  • The cartoon style, universal game mechanics, and lack of explicit cultural references make Fortnite accessible and enjoyable across cultures, languages, and nationalities.

• Theory: Postcolonial Theory - Fortnite’s approach to racial representation can be seen as moving beyond traditional Western-dominated narratives by presenting a global, diverse audience within its characters.

5. Appeal Across Sexual Orientations

• Inclusivity through Non-Specific Character Identities:

  • Fortnite’s avatars are often devoid of backstories or explicit character traits, allowing players of any orientation to project themselves onto the characters.

• Queer Representation in Gaming:

  • By promoting the player’s control over appearance and expression through skins and emotes, Fortnite offers LGBTQ+ players a space for self-expression without rigid gender roles.

Advertising and Promotion

1. Media and Technological Convergence

• Fortnite is accessible across consoles, PCs, smartphones, and tablets, allowing players to transition seamlessly between devices. This technological flexibility has been key to its popularity.

• Fortnite is heavily promoted on YouTube and Twitch, making it the most-watched game on both platforms. Streaming increases visibility and enhances its reputation as a competitive, highly visible game.

• Theory: Technological Determinism - The widespread accessibility of Fortnite on various platforms shows how new technology drives changes in audience consumption habits.

2. Celebrity Collaborations and Cross-Branding

• Partnerships with Marvel, Godzilla, and famous personalities like Drake and Ben Simmons bring new audiences to Fortnite and generate social media buzz.

• These collaborations with non-gaming media help reach casual gamers and non-gamers, making Fortnite a crossover phenomenon.

• Theory: Cultural Capital - Fortnite leverages its collaborations to increase its status, with each partnership adding symbolic value and cultural significance to its brand.

3. Revenue through In-Game Purchases and Microtransactions

• Fortnite’s GaaS (Games as a Service) model emphasizes ongoing purchases of skins, emotes, and items, generating constant revenue.

• The use of “limited-time” cosmetics creates urgency, encouraging impulse purchases among players.

• Theory: Consumer Culture - Fortnite’s in-game purchases capitalize on consumerist impulses, encouraging players to buy digital items as a form of self-expression and status within the game community.

4. Social Media Presence and Community Building

• Fortnite leverages platforms like Twitch, YouTube, and social media for continuous interaction with audiences. This presence reinforces Fortnite’s status as a social, interactive platform.

• Theory: Two-Step Flow Theory - Influential gamers and celebrities act as opinion leaders, impacting how audiences perceive and engage with Fortnite.

Theories and Perspectives on Fortnite

1. Uses and Gratifications Theory (Blumler and Katz)

• Escapism: Fortnite provides a world of exploration and battle, helping players escape everyday stress.

• Social Interaction: Players team up, chat, and collaborate in-game, fulfilling a social need.

• Identity Formation: Players can express themselves through skins and emotes, crafting unique in-game personas.

2. Bandura’s Media Effects Theory

• Bandura’s theory on observational learning can be relevant, as critics worry about younger audiences imitating in-game violence or becoming desensitized.

• The cartoon violence of Fortnite mitigates some concerns, but the addictive aspects of gameplay raise issues about its impact on behavior and attention.

3. Cultural Industries Theory (Hesmondhalgh)

• Fortnite exemplifies how media industries, like Epic Games, reduce risk and increase profits through cross-brand collaborations, limited-time items, and social media marketing.

• Hesmondhalgh’s theory of the “cultural industries” aligns with Fortnite’s blend of creativity and commercialism, as the game leverages popular culture to attract and maintain a massive user base.

4. David Gauntlett’s Theory of Identity

• Players construct their identity through the in-game avatars they choose, which often differ from real-world constraints.

• The open nature of Fortnite’s character designs allows players to explore various facets of identity, reinforcing Gauntlett’s view on media enabling self-expression.

5. Postmodernism (Baudrillard)

• Fortnite’s blending of reality and fantasy (e.g., Marvel characters appearing in Fortnite) blurs lines between media and reality.

• Baudrillard’s theory on hyperreality is evident in Fortnite’s constant merging of fictional and real-world elements, creating an environment where audiences experience a hybrid reality.

6. Dyer’s Star Theory

• Celebrity collaborations with Fortnite align with Dyer’s theory by using “stars” to shape audience attitudes, behaviors, and desires.

• Players view gamer-celebrities as aspirational figures, solidifying Fortnite’s impact on the social identity of its audience.

7. Reception Theory (Stuart Hall)

• Preferred Reading: The game is an interactive, fun, and social experience.

• Negotiated Reading: Some might enjoy the game but see the cartoon violence as problematic for younger players.

• Oppositional Reading: Critics view Fortnite as an addictive game that distracts from real-life responsibilities.