Wednesday, 25 September 2013

Video Game Interpretation- How Are They Shaped To Aim Target Publics


Growing up with two older brothers in an age where video games became a prominent activity of leisure, majority of the games we owned for the Playstation were masculine in nature. Tony Hawk Pro Skater 4 was one of them. The game involves selecting a real life professional skateboarder protagonist to visit cities where you participate in competitions against other pro skaters. A major influence over the protagonist that I chose was the gender. The game only featured one female pro skater, Elise Steamer, which was evident when I was younger.

Stuart Hill (1973) discusses the audience reception to this viewing in terms of preferred, or dominant, reading, negotiated reading, and oppositional reading which can be applied to the game.

A preferred reading is how majority of the audience 'decode' a particular message. The dominant interpretation of ProSkater 4 would be the reflection of professional skateboarding, in being able to mimic the maneuvers that skateboarders attempt and land and being involved, in a virtual sense, in the skateboarding subculture. It is merely a sporting game.

The negotiated reading allows for one to shape the dominant reading in terms of their own social situation (Pillai, 1992). Being a female playing the game I applied a feminist perspective noting the lack of females in the sport. Research conducted by Kelly, Pomerantz and Currie (2005) indicated that 'skater girls saw themselves as participating in an ‘alternative’ girlhood' due to this male dominance. Negotiated readings can also understand the game through race involvement. Kareem Campbell was the only male African American included in the player choice. This could be the result of the skate culture and its appeal to different races or it could be the result of professional skater selectivity in the game production.
   

And finally the oppositional reading is decoding the game so the audience disagrees with the hegemonic view. A typical oppositional interpretation of Tony Hawk would be in the character behaviour and the image association of the skateboarding culture. A major aspect of the game is in players inflicting pain on themselves (through falling off the board) and to others. This violent behaviour could be seen to negatively influence younger players.

I personally take the preferred reading as the game is a reflection of the skate boarding culture but does extend it to make it entertaining.


Reference List

Hall, S. 1973, Encoding and Decoding in the Television Discourse. Birmingham [England: Centre for Cultural Studies, University of Birmingham, 1973. 507-17 

Kelly, D, Pomerantz, S & Currie, D 2005,  'Skater girlhood and emphasized femininity: ‘you can't land an ollie properly in heels’', Gender and Education, vol. 17, no. 3, pp. 229-248, <http://www.tandfonline.com/doi/abs/10.1080/09540250500145163#.UkKDI4amiZ4>

Pillai, P 1992, 'Rereading Stuart Hall's Encoding/Decoding Model', Communication Theory, vol. 2, no.3, pp. 221-233, <http://onlinelibrary.wiley.com/doi/10.1111/j.1468-2885.1992.tb00040.x/abstract>

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