Assignment:
Overview
Throughout our textbook, the authors consistently refer to the ways in which the Internet has changed how the media industries interact with their audiences. This assignment asks you to explore this interaction a bit further. In the past, media advertising was basically a one-way relationship: The media offered their messages and audiences remained limited in their powers to respond to them. For example, after seeing a commercial that offended you, you may feel compelled enough to reach out to the media company to let them know about your reaction.
In the past, this would have been done through the postal service and your letter would very likely go unanswered... and probably unread. But now media advertising offers multiple ways in which we can interact with it, particularly online. If we are active users of social media, we are almost constantly bombarded to do something related to advertising: like an ad, share a link, comment on a product or post. Another place we can see this interactivity taking place is on movie websites. Almost every major Hollywood release has a website dedicated to it, as does almost every independent release.
Procedure
For this assignment, first choose a website dedicated to a movie you like. More recent releases are best, as are releases related to superheroes, comics, or action. Then, explore the site carefully. How does the site reflect the genre and tone of the movie? For example, if it is a horror film, how does the site convey that? For another example, if it is a comedy, how does the site convey that? What themes come up as you explore the site? After you have become familiar with the site, begin looking for ways in which the site encourages you to interact with it. Some examples might include watching videos, liking on Facebook or connecting through other social media. Other examples might ask you to interact with the movie content in some ways. As you explore, write down as many different interactive activities that you can find.
Once you are done exploring the site, look at your list and consider the following questions:
• What are some of the most common types of interactive features that the site offers?
• What are some of the more unusual?
• Do any of the features connect to the content of the film itself (such as through characters or plot) or do the features seem independent of the film?
• Do any of the features require more effort on the audience's part than others? Do any of the features require that audience members share any of their personal information? If so, what information? Why do you think the site asks?
• Overall, how interactive is the site? How does that interactivity benefit audience members? Or, does it benefit the audience at all? Why or why not?
Paper Structure
Use these questions to develop your paper. Structure it in the following way:
• In your introduction, briefly describe the movie and its website (1 to 2 sentences).
• In your thesis, describe your evaluation of the site's interactivity and the effectiveness of that interactivity.
• In your body paragraphs, explain what interactive techniques the site uses by using specific examples. Were any of them unique? Were any of them unusual? Were they boring? Were they interesting? Be sure to use examples that point to how effective you think the site is (or is not, as the case might be).
• In your final paragraph, explain overall just how interactive the site was, how it benefited audience members (if at all) and what the site could or should have done differently, if anything.
• At the end of your document, include a link to the website.
Avoid
• Do not spend time describing the whole website. Use your details carefully instead to support your points. Remember, I'll be able to look at the website from the link you provide.
• Do not repeat what you wrote in the body paragraphs in your conclusion. Use the conclusion to offer your own evaluation of the website, its interactivity, and its effectiveness.