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?

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

 

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