The Sims FreePlay CSP - Language & Representations

 Language / Gameplay analysis

1) What elements of gameplay are shown?

Building your own characters and relationships with characters/pets, exploring the world/city, 

2) What audience is the trailer targeting?

Youth/teenage audience 

3) What audience pleasures are suggested by the trailer?

Diversion and personal relationships 

1) How is the game constructed?

The game is very simple and easy to play as the game gives hints throughout and starts with a tutorial that covers the basics of gameplay (e.g. sim creation and building)

2) What audience is this game targeting?

Youth/teenage boys and girls but it could be argued its leaning more towards young girls as the female characters have more options

3) What audience pleasures does the game provide?

Surveillance, diversion/entertainment and personal relationships 

4) How does the game encourage in-app purchases?

It allows users to save time through the use of crystals which can be earned through watching ads or purchased through the shop

Representations

Re-watch some of the expansion pack trailers and answer the following questions:

1) How do the expansion pack (DLC) trailers reinforce or challenge dominant ideologies?

The DLC packs reinforce ideologies about consumerism/capitalism as they promote the idea that buying things achieves happiness. They also reinforce ideas about success meaning career progression/ making more money which also links to capitalistic ideology. 

The Chic Boutique trailer focuses heavily on fashion, shopping and appearance which reinforces the dominant ideology that women are interested in appearance/style.

Characters shown in the trailers seem to be slim and meet western beauty expectations. 

However they do also challenge common ideologies by representing teens as independent, they also promote ideas of creativity over conformity by encouraging users to express themselves and challenge social pressures to dress “normally”. 

2) What stereotypes have you identified in The Sims FreePlay?

Western beauty standards - Slim bodies, flawless skin, perfectly styled hair.

Happiness comes from buying things, not relationships or personality.

Gender stereotypes - Women linked to home decor, childcare, beauty and fashion. Whereas Men shown more in careers, hobbies or active roles.

Family stereotypes - nuclear family 

3) What media theories can you apply to representations in The Sims FreePlay?

Stuart Hall – Representation Theory

Stereotypes used to simplify complex identities.

Mulvey – Male Gaze

Fashion packs present female Sims in ways that emphasise appearance

Gauntlett – Identity

The game allows players to construct identity through customisation

Representation reading

Read this Forbes article on gender and racism in The Sims franchise and answer the following questions:

1) How realistic does The Sims intend to be?

The Sims aims to be somewhat realistic (life, death,relationships,etc.) but avoids darker themes which aren't suitable for younger audiences to make the game more enjoyable.

2) How has The Sims tried to create more realistic representations of ethnicity?

The create a sim feature lets players create their own sim and make it whatever ethnicity they'd like. However, the feature was criticised for making some ethnicities look very stereotypical/cartoonish so they had to rework it. 

3) How has The Sims responded to racism and sexism in society?

The game doesn't include direct links to racism/sexism as they avoid topics that would make the game feel "too real".

4) What is The Sims perspective on gender fluidity and identity?

The game only allows players to pick between male or female sims but the game does include same sex relationships which shows support for the LGBTQ+ community.

5) How does The Sims reinforce the dominant capitalist ideologies of American 

culture?

The game focuses on consumerism/materialism as players have to constantly buy things to make their sims happy. The game also focuses on career based success where sims have to work their way towards a better life by getting paid more which links to ideas of the 'American dream'.

Henry Jenkins - fandom blog tasks

 Factsheet #107 - Fandom

Read Media Factsheet #107 on Fandom. Use our Media Factsheet archive on the M: drive Media Shared (M:\Resources\A Level\Media Factsheets) or log into your Greenford Google account to access the link. Read the whole of Factsheet and answer the following questions:

1) What is the definition of a fan?

A fan of a media text is someone who likes and consumes a media regularly. 

2) What the different types of fan identified in the factsheet?

hardcore,newbie and anti-fan

3) What makes a ‘fandom’?

A group of people who have been brought together by their shared passion for something/someone.

4) What is Bordieu’s argument regarding the ‘cultural capital’ of fandom?

Bourdieu argues that fandom gives fans ‘cultural capital’ such as knowledge, taste and expertise which gives them status/power in fan communities.

5) What examples of fandom are provided on pages 2 and 3 of the factsheet?

The Vampire Diaries – fan influence on the show’s writing

The Lord of the Rings – fan fiction/ debates about relationships

Star Trek – early fan fiction 

Harry Potter – mashups and fan edits

6) Why is imaginative extension and text creation a vital part of digital fandom?

Fans use digital media to extend and reshape stories 

Henry Jenkins - degree-level reading

Read the final chapter of ‘Fandom’ – written by Henry Jenkins (note: link may be blocked in school - try this Google Drive link if you need it.) This will give you an excellent introduction to the level of reading required for seminars and essays at university as well as degree-level insight into our current work on fandom and participatory culture. Answer the following questions:

1) There is an important quote on the first page: “It’s not an audience, it’s a community”. What does this mean?

It means people no longer just consume media. They participate, create and connect with others through it. 

2) Jenkins quotes Clay Shirky in the second page of the chapter. Pick out a single sentence of the extended quote that you think is particularly relevant to our work on participatory culture and the ‘end of audience’ (clue – look towards the end!)

“In the age of the internet, no one is a passive consumer anymore because everyone is a media outlet.”

3) What are the different names Jenkins discusses for these active consumers that are replacing the traditional audience?

loyals, media-actives, prosumers, inspirational consumers, connectors, influencers, multipliers, and lead users

4) On the third page of the chapter, what does Wired editor Chris Anderson suggest regarding the economic argument in favour of fan communities?

 fan communities can be profitable as small but passionate audiences means less spending on advertising.

5) What examples does Jenkins provide to argue that fan culture has gone mainstream?

The tastes of fans now shape the box office,TV and the gaming industry.

6) Look at the quote from Andrew Blau in which he discusses the importance of grassroots creativity. Pick out a sentence from the longer quote and decide whether you agree that audiences will ‘reshape the media landscape from the bottom up’.

“This bottom-up generation of media makers and viewers is emerging which will reshape the media landscape.” I agree, I believe audiences will reshape the media landscape from the bottom up as consumers are now able to produce their own media. 

7) What does Jenkins suggest the new ideal consumer is?

Someone who talks about, shares, and promotes the media they love

8) Why is fandom 'the future'?

Fan participation has become normal in digital culture and everyone now behaves like a fan online.

9) What does it mean when Jenkins says we shouldn’t celebrate ‘a process that commodifies fan cultural production’?

Companies profit from fan behaviour without rewarding fans.

10) Read through to the end of the chapter. What do you think the future of fandom is? Are we all fans now? Is fandom mainstream or are real fan communities still an example of a niche media audience?

I believe that fandom will no longer be as niche as it once was as almost everyone is now a fan of something/someone and behave as a fan online by reposting/sharing content or posting about things they’re passionate about. 

OSP: Final index

 1) OSP: Clay Shirky - End of Audience blog tasks 

2) OSP: Influencers and celebrity culture

3) OSP: Taylor Swift CSP - Language and Representations

4) OSP: Taylor Swift CSP - Audience and Industries 

5) Baseline Assessment learner response

6) OSP: Postcolonial theory - Gilroy and diasporic identity

7) OSP: The Voice - blog case study

The Voice CSP: case study blog tasks

 The Voice CSP: case study blog tasks

Language and contexts

Homepage

Go to the Voice homepage and answer the following:

1) What news website key conventions can you find on the Voice homepage?

Range of soft/hard news, advertising - their own book, subscribe, short info to make you want to click and read more 

2) What are some of the items in the top menu bar and what does this tell you about the content, values and ideologies of the Voice?

News,sport,lifestyle,entertainment,competitions,opinion and faith - they try to focus on positive things and celebrating success rather than focusing on hard news.

3) Look at the news stories on the Voice homepage. Pick two stories and explain why they might appeal to the Voice's target audience. 

'Community mourns ‘trailblazer’ Baroness Ros Howells' - Mourning the death of/paying their respects to a national hero in the British black community. 

'Making Black history today: the leaders shaping innovation in public health' - celebrating the hard work and successes of healthcare professionals 

4) How is narrative used to encourage audience engagement with the Voice? Apply narrative theories (e.g. Todorov equilibrium or Barthes’ enigma codes) and make specific reference to stories on the homepage and how they encourage audiences to click through to them.

The Voice uses enigma codes by using pictures with very short captions, such as: '2025 Ethnicity Awards are a big hit',which makes audiences want to know 'why were they a big hit?' and makes them click on the story to read more.

Lifestyle section

Now analyse the Lifestyle section of the Voice and answer the following:

1) What are the items in the sub-menu bar for the Lifestyle section and what does this suggest about the Voice audience?

Fashion and beauty,food,health and wellbeing, relationships,travel - the audience are likely people who care about their physical/mental wellbeing and want to improve their lifestyle.   

2) What are the main stories in the Lifestyle section currently?

Urban Synergy continues to open doors - charity 

In review: Black Tech Fest 2025

Black joy takes centre stage at ‘The Sitdown UK’

Stars unite at Black Women Rising’s first Awareness Luncheon

3) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?

I believe the sections and stories in the lifestyle section subvert/challenge stereotypes, this is because it focuses on wellbeing, joy and success whereas stereotypically the media will discuss negative events.

4) Choose two stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?

Urban Synergy continues to open doors - this story reflects the values and ideologies of the voice because it promotes success and empowerment within the community. It also supports a charity which is opening doors for young people and helping them with their future careers.

Black joy takes centre stage at ‘The Sitdown UK’ - this story also reflects the values and ideologies of the voice because it focuses on success rather than struggle which is usually focused on by mainstream media, this helps inspire its readers and brighten their days with soft news. 

Feature focus

1) Read this Voice opinion piece on black representation in the tech industry. How does this piece reflect the values and ideologies of The Voice?

This piece reflects the voice’s mission to represent, empower and inspire the black British community by challenging the system and calling on workplaces to do better.  

2) Read this feature on The Black Pound campaign. How does this piece reflect the values and ideologies of The Voice?

This piece reflects the voice’s mission to represent, empower and inspire the black British community by promoting black businesses and raising awareness about the challenges black business owners face.

3) Read this Voice news story on Grenfell tower and Doreen Lawrence. How might this story reflect the Voice’s values and ideologies? What do the comments below suggest about how readers responded to the article? Can you link this to Gilroy’s work on the ‘Black Atlantic’ identity?

This piece reflects The Voice’s mission to represent and empower the Black British community by giving a platform to Doreen Lawrence’s views on racism and social injustice. The comments show a strong divide in opinions as one side strongly disagree with her and criticise her claims whereas some support her. This links to Gilroy’s Black Atlantic as it shows the ongoing struggle of the Black community trying to challenge racism and seek justice.

Social and cultural contexts - 40 Year of Black British Lives

Read this extract from The Voice: 40 Years of Black British Lives on rapper Swiss creating Black Pound Day (you'll need your Greenford Google login to access the document). Answer the following questions:

1) What is Black Pound Day?

Black pound day is on the first saturday of each month where people are encouraged to spend locally or online with Black owned businesses.

2) How did Black Pound Day utilise social media to generate coverage and support? 

High profile celebrities promoted the first event and online support led to it becoming a top trending topic on twitter during its launch in 2020.

3) How do events such as Black Pound Day and the Powerlist Black Excellence Awards link to wider social, cultural and economic contexts regarding power in British society?  

Events like Black Pound Day and the Powerlist Black Excellence Awards link to wider social, cultural and economic contexts by promoting Black empowerment, representation and equality in Britain.

Audience

1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.

The target audience for the voice website is likely to be young black British people as they’re more likely to be using the internet to access the news whereas the older black British community will probably still get their news from print. 

2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).

Diversion, personal identity and surveillance.

3) Give examples of sections or content from the website that tells you this is aimed at a specialised or niche audience.

There’s a section in the menu labeled ‘Black British Voices’ which shows a focus on Black identity and representation. 

4) Studying the themes of politics, history and racism that feature in some of the Voice’s content, why might this resonate with the Voice’s British target audience?

The Black British community has historically faced discrimination, under representation and racial injustice in Britain and British media. 

5) Can you find any examples of content on the Voice website created or driven by the audience or citizen journalism? How does this reflect Clay Shirky’s work on the ‘end of audience’ and the era of ‘mass amateurisation’?

They have a section for competition and section for comments where readers can share their opinions, this shows that the audience aren’t passive and are actively interacting with the media they consume. 

Representations

1) How is the audience positioned to respond to representations in the Voice website?

The audience is positioned to feel proud, empowered and represented as the voice speaks to and for the black community.

2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying?

I’d argue that yes, it shows it not applying as the Voice showing positive and authentic representations of black people shows Black British people themselves directly rather than through the lens of white mainstream media.

3) What kind of black British identity is promoted on the Voice website? Can you find any examples of Gilroy’s “liquidity of culture” or “unruly multiculturalism” here?

Promotes a confident, diverse, and hybrid Black British identity while mixing British, African and Caribbean influences to show the liquidity of culture. 

4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?

Preferred reading - Black British audience feels pride and empowerment.
Negotiated - supportive but aware that not all experiences are represented.
Oppositional - some may see it as overly focused on race or exclusive.

5) Do you notice any other interesting representations in the Voice website? For example, representations or people, places or groups (e.g. gender, age, Britishness, other countries etc.)

Gender - They highlight and empower successful Black Women. age - young and older generations both represented   

Industries

1) Read this Guardian report on the death of the original founder of the Voice. What does this tell you about the original values and ideologies behind the Voice brand? 

This article shows that the original values and ideologies behind The Voice were about representation, empowerment and activism for the Black British community.

2) Read this history of the Voice’s rivals and the struggles the Voice faced back in 2001. What issues raised in the article are still relevant today? 

The issues mentioned which are still relevant today are the decline of print, the need for representation of the Black British community, staying relevant to a younger audience and accessing a more diverse audience. 

3) The Voice is now published by GV Media Group, a subsidiary of the Jamaican Gleaner company. What other media brands do the Gleaner company own and why might they be interested in owning the Voice? You'll need to research this using Google/Wikipedia or look at this Guardian article when Gleaner first acquired The Voice.

They also own The Gleaner which is Jamaicas daily national newspaper and The weekly Gleaner which is an edition for Caribbean communities abroad. This suggests that the reason they might’ve wanted to own the voice for is because they wanted to invest in a cause with meaning to them or they wanted to invest in a niche market where there was nobody else doing the same type of content consistently.

4) How does the Voice website make money?

Advertising, events and using it to promote their newspaper which increases readership (more people buy it and revenue from sales increases).

5) What adverts or promotions can you find on the Voice website? Are the adverts based on the user’s ‘cookies’ or fixed adverts? What do these adverts tell you about the level of technology and sophistication of the Voice’s website?

There was an ad for a show about music, art and activism at a performing arts theatre which matches the goals of The Voice. 

6) Is there an element of public service to the Voice’s role in British media or is it simply a vehicle to make profit?

The voice does seem to have an element of public service as it helps represent and empower the Black British community but to do this it does need to make a profit.

7) What examples of technological convergence can you find on the Voice website 

– e.g. video or audio content?

They have a section where you can access videos from their youtube and podcasts. 

8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?

It allows them to access a wider/global market. 

9) Analyse The Voice’s Twitter feed. How does this contrast with other Twitter feeds you have studied (such as Taylor Swift)? Are there examples of ‘clickbait’ or does the Voice have a different feel?

Their Twitter feed focuses on celebrating the achievements of the Black Community but they post very rarely in comparison to other pages we’ve looked at. They also have much less followers which could show they have an older audience which are less tech-savvy. 

10) Study a selection of videos from The Voice’s YouTube channel. What are the production values of their video content?

Their videos have low video and audio quality and overall seem to be very low budget. 

Baseline assessment learner response

 Baseline assessment learner response

Create a new blog post called 'Y13 baseline assessment learner response' and complete the following tasks:

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: Detailed response for Q3, lots of general knowledge of both magazine csp's - cost, circulation figures, target audience profiles 

EBI: Q2 which other media effect theory is the most useful when commenting on this csp 

Not enough specific examples from the CSP pages referenced or audience theories (e.g. uses + gratifications) for Q3 or focus on the industries behind the products

28/40 - B 

2) Focusing on the BBC Newsbeat question, write three ways it helps to fulfil the BBC's mission statement that you didn't include in your original assessment answer. Use the mark scheme for ideas.

Entertain - every newsbeat bulletin contains sport/entertainment content by focusing on sporting events such as the world cup and Wimbledon. They also talk about music/film awards.

3) Question two asked you how useful media effects theories are in understanding the audience response to War of the Worlds. Complete the following:

• Gerbner's Cultivation theory: useful or not useful? Why? It isn’t that useful because the radio broadcast was a one time thing, this means people weren’t repeatedly exposed to it.  
• Frankfurt School's Hypodermic Needle model: useful or not useful? Why? Somewhat useful, it showed how some people will believe media without question when they trust it. However, it’s an oversimplified theory and the 2 step flow model would be more useful. 
• Stuart Hall's Reception theory: useful or not useful? Why? Very useful, many people knew it was fiction and listened to it for entertainment (preferred/dominant reading). Whereas some people fully believed it and thought it to be a real news broadcast (oppositional). 

4) Write a full essay plan for the 25-mark Magazines question. The mark scheme contains plenty of ideas you can use here. Your plan should include notes/bullet points addressing the following:

• Introduction: one sentence answering the original question and laying out your argument clearly.

GQ and the gentlewoman have both been highly successful in attracting their upper class youth/middle age audience.

• Paragraph 1 content/ideas:

Traditional men’s magazine brand affected by declining print circulation
cross-platform content - social media, YouTube, GQ website
Uses and Gratifications Theory: GQ provides personal identity (self expression, style), surveillance (culture and fashion)
New Masculinity challenges outdated gender norms
It’s adapting but its shrinking print audience show partial success.

• Paragraph 2 content/ideas:

GQ has some success thanks to diversification beyond print.                                 Digital convergence, GQ becoming a multimedia lifestyle brand:GQ YouTube videos and events (GQ Men of the Year).                                                                               curran and Seaton’s power and media industries theory = GQ uses vertical/horizontal integration to maintain power.                                                      Active audiences - Shirky: user engagement through social media comments and online communities                                                                                                    Print sales declining, GQ’s digital media keeps it relevant to a younger audience

• Paragraph 3 content/ideas:

The Gentlewoman 

Publishes twice a year

£10 price, high production quality = luxury experience.

Uses and Gratifications Theory:
Personal identity  intelligent, independent female readers
Surveillance  fashion, sustainability, womens achievements 
Personal relationships sense of belonging through The Gentlewoman Club (exclusive community)

exclusivity and luxury makes it desirable + helps it survive

• Paragraph 4 content/ideas:

Features such as Ramla Ali,  Isabella Tree,  Stella McCartney reflect feminist values and changing social contexts.

Feminist theory (van Zoonen) – rejects objectification and promotes empowerment

Independent ownership – allows creative freedom, niche targeting, and global reach through digital subscriptions.

success in attracting a global, socially aware, high income audience that values authenticity and exclusive media

In contrast to GQ’s digital strategy, The Gentlewoman thrives through niche branding and exclusive engagement 

• Conclusion: sum up your argument a final time in one sentence

GQ has been somewhat successful in adapting to digital media through diversification and rebranding, while The Gentlewoman has been highly successful by turning print into a luxury niche experience and using digital tools to maintain global exclusivity and a strong brand identity.

5) Finally, identify three key skills/topics you want to work on in A Level Media this year before the final exams in the summer.

Media effects theories, key information/examples from csps (revise csps in more detail) and industry context. 

OSP: Paul Gilroy - Postcolonial theory and diasporic identity

 Paul Gilroy - blog tasks

Go to our Media Factsheet archive on the Media Shared drive and open Factsheet 170: Gilroy – Ethnicity and Postcolonial Theory. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets or you can access it online here using your Greenford Google login.

Read the Factsheet and complete the following questions/tasks:

1) How does Gilroy suggest racial identities are constructed?

He believes race was caused by racism and that racial identities were constructed through historical conflict. 

2) What does Gilroy suggest regarding the causes and history of racism?

He says racism wasn’t caused by human nature but rather by history/historical events such as colonialism which turned cultural differences into racial hierarchies. 

3) What is ethnic absolutism and why is Gilroy opposed to it?

The idea that humans belong to fixed groups based on their ethnicity/race and shouldn’t mix. He rejects this idea as he believes in a fluid identity that is shaped by history. 

4) How does Gilroy view diasporic identity?

He sees diasporic identity as a product of movement throughout history: ‘based on routes taken throughout history, and not through the roots of origin.’ 

5) What did Gilroy suggest was the dominant representation of black Britons in the 1980s (when the Voice newspaper was first launched)?

He believed they were ‘external and estranged from the imagined community that is the nation’. 

6) Gilroy argues diaspora challenges national ideologies. What are some of the negative effects of this?

There’s a clash of identities and ideologies which leads to cultural tension which has negative effects such as racism, cultural conflict and double consciousness. 

7) Complete the first activity on page 3: How might diasporic communities use the media to stay connected to their cultural identity? E.g. digital media - offer specific examples.

They can use the media to maintain a connection to their home country by engaging with cultural content, music and political movements. 

8) Why does Gilroy suggest slavery is important in diasporic identity?

He believes the modern world was built upon a normalised view of slavery and it has links to capitalism and black identity. 

9) How might representations in the media reinforce the idea of ‘double consciousness’ for black people in the UK or US?

In the media black people are often represented using stereotypes like rapper, criminal, gang member or athlete. This makes black people believe that this is how society views them and they see themselves through a racist pov as well as their personal pov. 

10) Finally, complete the second activity on page 3: Watch the trailer for Hidden Figures and discuss how the film attempts to challenge ‘double consciousness’ and the stereotypical representation of black American women.

The film challenges stereotypes by representing black women as intelligent, capable scientists and mathematicians who worked for NASA during segregation. The tag line says ‘Genius has no race. Strength has no gender. Courage has no limit.’ which directly challenges racist and sexist assumptions. The trailer shows the main characters struggling with the negative views that society has of them and how this limits them in their jobs and lives. Despite this, they work hard and are shown to be a big part of a significant historical moment as they help launch a rocket into space by doing maths nobody else was capable of.