34% Articulate the ways in which the notion of ‘cool’ is interpreted and reflected in the development of entertainment industry products
33% Articulate the ways in which the symbolism of cool is exploited by the entertainment industry in the pursuit of commercia; traction with youth audiences
33% Coherent, referenced
ASSESSMENT 1: Pick either an app or digital platform and explore how artists, influencers, celebrities or people of notoriety exploit that platform. (1500 words)
Examples could include:
Tik-Tok, Instagram, Twitch.tv, NFT, marketplaces, Clubhouse, Spotify, YouTube, etc
You will need to pick 2-3 case studies (people) to explore. pick contrasting examples i.e. small micro-influencer vs celebrity
Platform exploitation could mean:
* Create, maintain or grow a domestic/international audience
* Sell products or services
* Exploit trends e.g. Tik-Tok dances, Reels
* To meet a goal or objective (activist, sell-out an event etc)
* Create and leverage a brand image
* Be relevant to their market/audience
* How they get their audience to take action e.g. Join a group, buy, share, save, etc
* Does your examples person have any ethical values they espouse? Or, do they have any ethical issues like appropriation/racism etc that needs addressing?
Considering the Text (The Tipping Point)
* What is the platforms stickiness factor?
* Who is the platforms’ user base?
* How does it apply to the audience of X examples?
* From your examples, do they fit into Maven, Salesperson, Connector? (Law of the Few)
* What is novel about their approach? Why was it relevant to their audience?
* What other platforms have they used? Is their approach different there?
Assessment 2
25% each
IDENTIFY KEY ISSUES AND DETAILS
CONTIRBUTION TO THE ENTERTAINMENT INDUSTRY
CONTEXT, THEORIES, PRINCIPLES
PERSUASIVE PRESENTATION
You will give a presentation that’s a maximum of 10 mins on an entertainment brand, trend, or personality of your choosing. It cannot be the same examples that you used in assessment #1
The more ways you use in class theory, concepts and tools to deliver your presentation, the higher the grade. Here is an exhaustive guide of what you could integrate:
Considerations
* What is the brand archetype? If it’s multiple people (characters, competing brands) outline for each.
* Create and leverage a brand image
* How are they to their market/audience
* How they get their audience to take action e.g. Join a group, buy, share, save, etc
* Does the trend/brand have cult status? Do they have fan groups that take the entertainment/art beyond the entertainment ecosystem it was created for? e.g. shit posting groups quidditch as a a real life sport
* Does your examples have any ethical values they espouse? Or, do they have any ethical issues like appropriation/racism etc that needs addressing?
* What data can you collect on this trend? Where is it available?
Considering the Text (The Tipping Point)
* What is the trend/brand stickiness factor?
* Who is the user base/audience?
* Who are the Maven, Salesperson, Connectors in this trend/brand? (Law of the Few) What actions do they take?
* What is novel about their approach? Why was it relevant to their audience?
* What platforms are they on?
Tools to consider:
* PESTELE Analysis (MACRO)
* Industry papers (MICRO)
https://www.dropbox.com/sh/rhojmw1blb8ztqv/AABtDI_nqmyuNdxSa1uPmy9ha?dl=0
*EBSCO search via JMC PLATO portal
* Brand Archetypes
* Brand Story
* STEPPS Framework
