Media Industry Case Study: Just Dance

I am studying law and ethics in the media industry for my journalism studies. It honestly astounds me how the media is constantly changing and developing – even faster than the law can keep up with. In my previous post I explained how I enjoy playing Just Dance. This video game, like most things these days, has to be globally minded.

If you haven’t heard of Just Dance it is a video game where you basically just dance.

Check out the above video for a fun Just Dance competition with people in costume. You’ll also notice this video also contains advertising. The YouTubers were even given the game to play before it officially came out. This seems to be a normal practice, so instead of try before you buy it’s watch others try before you buy. For example I recently bought some items from Juku store, but before I did I watched a review from Anya Panda whom I normally follow on YouTube for her cosplay videos.

Anyway back to Just Dance. What I find fascinating about media today is targeted advertising using YouTube stars. Just Dance is sold and advertised in multiple countries, with a variety of different advertisements. In Australia one of the celebrities advertising the game is Laura Gilbert. She now has so many fans she hosts private fan meets in Australia.

This makes her the perfect person to help advertise Just Dance 2020 in Australia. I went to see Frozen 2 at Village Cinemas and was surprised to see her on the big screen with her mum – playing Just Dance 2020!

Part of her job is literally making YouTube videos, during which she played Just Dance 2020. The Unicorn Squad channel is basically the modern version of Cheez Tv, for all you 90’s kids. If you don’t get the reference check out the video below.

Fast forward to 2020…

So basically not all kids watch TV, therefore media advertising towards kids is actually best done online. This is exactly why social media and video streaming services are constantly updating their policies, terms and conditions, privacy etc. Unicorn Squad is perfectly kid friendly, so it only makes sense for a family friendly game, like Just Dance, to feature Laura in their advertising in Australian cinemas. Below is the French Just Dance 2020 commercial.

Compare the above ad with an early Just Dance Japan ad below:

And now compare this one:

Each of these ads target a different audience. Each of them feature different kinds of people enjoying Just Dance in different ways. The game is trying to sell itself on multiple levels and I recently learnt advertising is progressive. Basically it has it’s own timeline. Not only are there trailers and TV ads, but campaigns aimed at various audiences to introduce new people to the game. PAX is Australia’s biggest video game convention where attendees can play new games – even before they’re released.

So I am very quickly learning how media law and ethics are very complicated because they apply at every step of the process in which the media is involved; not just every step, but every country and every culture.

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