Section A
Answer
all questions in Section A.
Read the information and the three questions below.
You will be shown two media products
three times. In between these viewings you should
make notes in response to the questions below. These notes will not be marked.
You should spend approximately 45 minutes answering the questions in Section A.
Media Product One – An advert for DJ Hero 2
DJ Hero 2 is a music video game that uses a turntable-controller to simulate a DJ while players follow the actions on screen. It was developed by FreeStyleGames, published by Activision and released in October 2010. It can be played on PlayStation 3, Xbox 360 and Nintendo Wii and has an age rating of 12. In DJ Hero 2, players progress through the game by completing tasks. They can mix tracks, scratch, sample, sing and rap. Compared to the first DJ Hero game, DJ Hero 2 has more multiplayer features, and allows more freestyle play such as mixing between tracks and adding original effects. The website marketed the game with tracks from, “the biggest artists in pop, dance and hip hop including: Lady Gaga, Kanye West, Chemical Brothers, Dr. Dre, Rihanna”.
In February 2011, production of both DJ Hero 2 and Guitar Hero was stopped because of a decline in sales.
Media Product Two – An advert for Xbox 360 Kinect
Microsoft’s Kinect is a hands-free motion control system designed as an add on for Xbox 360 and was released in November 2010 in the UK. Players do not need a hand controller, but control the game by using their body movements and voice. Kinect is in competition with Sony’s PlayStation Move controller and Nintendo’s upgraded Wii MotionPlus. It was launched with fitness and party based games, such as Kinect Sports, Dance Central and Your Shape: Fitness Evolved. Microsoft claimed: “Whether you’re a gamer or not, anyone can play and have a blast … Kinect promises a gaming experience that’s safe, secure and fun for everyone.” Kinect holds the Guinness World.
Record as the fastest selling consumer electronics device ever, based on sales between November 2010 and January 2011.
Question 1
Consider how the two adverts use mise-en-scène to sell a lifestyle. (8 marks)
Question 2
Gaming culture is often represented negatively. How is this being challenged?
You may also refer to other media products to support your answer.
(12 marks)
Question 3
Why do media institutions celebrate new technology to market their products?
You should refer to other media products to support your answer.
(12 marks)