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The Day the Earth, and Video Games: ideologies media in comparison.

(Louise Brown)

Essay published Screens Interactive

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The film in question is the Earth Stood Still (2008 - directed by Scott Derrickson), recently released in the Italian and remake of The Day the Earth Stood Still (1951-Robert Wise).
In 1951, the main function of the film was to reflect and indirectly alerting the viewer with respect to the power block has arisen at the beginning of the Cold War, through an anti-military message from an alien entity wholly anthropomorphic Klaatu (Michael Rennie) . The alien warned the powers of the Earth on the possible destruction of mankind if the men had not ceased with the nuclear threat that threatened the existence of the planet itself and the surrounding planets.
Today the message of the remake has Derrickson un tono più apocalittico, lasciando intendere che l’eliminazione del genere umano è ritenuta necessaria data l’impossibilità di estirpare l’egoistica violenza interpersonale connaturata all’Uomo, la quale si ripercuote ovunque, dalle risorse della Terra alle specie viventi all’ecosistema globale tutto.
Durante le prime scene del film lo spettatore può notare che nella camera del figlio di Will Smith (Jaden Smith) fanno capolino leziose inquadrature di una miniatura di Master Chief in bellica posa, World of Warcraft in azione sullo schermo del suo portatile (Lg) e un poster semi-nascosto dietro una porta ove si riconosce il famoso anello di Halo sospeso nell’universo.
are then immortalized the American secret services, a china Intelligence authorities to observe a large screen tactics. While the intelligence debate about what to do we see appearing the colorful Windows logo on the screen: that this is perhaps an ironic guarantee of stability and structural integrity provided by Redmond for the most strategically sensitive Defense systems in America?
Finally, the encounter between the protagonist Klaatu (Keanu Reeves) and another alien is none other than within a McDonald's, complete with a camera that lingers on the inveterate teaches.
Leaving hours by the two giants mentioned above, the remake of The Day the Earth ideologically founded with the intention of being a film explicitly moralizing, unable to shake the conscience of mankind through a message unquestionably voted to line up against the Man in the absolute sense : a survey conveyed on the morality of economic policy in the world and psycho-social consequences of selfishness of mankind.
The message is pretty clear what was planned: all men are called into question by their nature, anti-ecological conscience of the individual consumer to multinational corporations through the hegemony of capitalist power foment unbridled industrialization at the expense of land resources, the concept is inherently anti-globalization inherent in the core of the film directed by Derrickson.

In the interest of integrity least ideological (and artistic) of the text, the big names were the last thing to be treated, if not the first to leave out. As a result, instead of those officers implicated in an ideological ends instead with self-promotion by a presence that is so contradictory as embarrassing.
Without discussing the relations of production and distribution that affect the cinema and the VG or the concept of authorship between the dynamics of dissolved expressive art and advertising, video games have a chance to report more understandable with the same ideologically.
in them at present ' Advertising (or advergaming) aims primarily to flash games for free download from the network, thanks to an agreement between Google and Mochi Media, a company that specializes in inserting advertising in games Flash.
its part, Microsoft has instead signed a deal with Electronic Arts to bring their own advertising on sports titles mainly, and understandably devoted to it ( Madden, Nascar, Tiger Woods, NHL, Skate ...). Thanks to technology
Massive acquired by Microsoft, which allows you to dynamically manage the space allocated to advertising in virtual worlds (billboards, television screens, shop signs, food and beverage containers), the images can then be updated in near real time where previously the Product Placement happened instead for VG in which individual brands, and products were included within the code itself (similar to the films, which invariably on film, with its resulting artistic aesthetic / visual data of taste ' definitive work).
Massive's technology applied to the VG clearly goes beyond, allowing you to change the ads based on user-supplied data (sesso, età, preferenze di gioco) nonché di rilevare dati utili durante il gioco stesso, come ad esempio il tempo di esposizione verso specifici annunci.

Se da un certo punto di vista la monitorizzazione delle realtà virtuali che presumono un advertising tende a “spiare” appunto l’attività del gamer, il fenomeno è tutt’altro che allarmante.
A differenza del cinema il videogioco è difatti Lo spazio dinamico video-interattivo per antonomasia entro il quale tutto ciò che avviene sensorialmente grazie allo stesso determina polivalenti significati. Il testo di un VG è difatti una entità fluida, una continua riscrittura che il gamer ri-definisce ad ogni iterazione e con la quale finisce invevitabilmente to "criticize" the reality itself through what he does in the game and can not do. The dimensionality
play (I. Fulco), or what you "can do" in a video game equivalent every time a re-definition of exegesis of reality itself refers to the game. Any chance of action on the gamer from the game, when these claims within the VG, in fact creates a topical sub-universe, a condensation exegesis of a given portion of reality (virtual) necessarily refers to the real one. Gran Turismo thus becomes a critical exegesis of driving in real life, Call of Duty killing in war (murder or killing fellow) Grand Theft Auto and possibly also that of the behavior (whether civil or not) of city driving or disparage the business of prostitution, for example. Anything done in a VG, even the same "jump" made from Super Mario, his clumsy slips or how to walk sexy Lara Croft critical information about the real world that need to be delayed through the Game of each verb its digital single event.
The avatars of the player are in effect the channels, vehicles with which to express, simultaneously, critical thinking and / or through exegesis refers to the virtual reality.

To As an example with the Earth Stood Still, if in a free roaming VG to the Grand Theft Auto and based on the universe of the film video player / Klaatu had a chance to shoot at the McDonald's sign, or even disintegrate, the possible sub-aspect semantic context created by this action would create a separate meaning diametrically opposed to the despotic Product Placement of the film, thus avoiding placing the principle of advanced control instead of the film in question.
The plot of the game narrative is in fact a paraphrase of free action video games, and vice versa.
This means that the ideological sense of the game is by its nature the freedom of action del videogiocatore, tanto più marcata quanto più viene concessa dai game designer e dalla creatività del giocatore stesso (fenomeno di gameplay emergente).
La libertà interattiva del gamer, vero e proprio co-autore del testo videoludico, attesta quindi già una ideologia di per sé, ontologicamente opposta alla fruizione passiva di un’esperienza puramente cinematografica.
Di per sé quindi l’esperienza videoludica scongiura intrinsecamente l’eventualità di un Product Placement indiscriminato, per i quali anche semplici spot fra un livello di gioco e l’altro, magari dopo l’ennesima cocente sconfitta con un boss di fine livello, produrrebbero un effetto di irritazione verso il gamer that would ultimately prove counterproductive for the same company promotes.

Unlike the cinema and then, the gaming activity is to all intents and purposes a (v) refractory ideology, far from indiscriminate advertising, the more freedom to determine how the text will be fundamental in the future as it is today.

From a standpoint of consistency purely artistic / expressive / conceptual rather, as the remake of The Day the Earth the original that is undeniably more.

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