The Hunger Games
Assessment Instructions
The assessment for this module comprises a 2500 word written essay, plus a 500 word critical reflection, submitted together in one document (Component A). In both cases, the word-count stated should not be exceeded.
The 2500 word written essay will assess your ability to critically evaluate and analyse a topical communications issue/campaign and to identify and integrate an appropriate selection of significant communication literature to provide context, structure and objective support for your conclusions.
Assessment Task
The ‘Hunger Games’ film was launched in 2012. It was followed by ‘Catching Fire’ in 2013 and ‘Mockingjay’ parts 1 and 2 in 2014 and 2015. The franchise was supported by a highly successful multi-channel, transmedia campaign resulting in some of the highest grossing films of all time.
Considering the campaign in its totality explore how it used multiple channels and many of the principles of marketing communications to achieve its success.
You are required to:
- Analyse the communications issue/campaign drawing on the approaches studied in the module.
- Critically evaluate the communications issue/campaign, using recognised frameworks and marketing communications theory.
- Discuss the meaning of the campaign using relevant academic concepts. This may include all or some of the following:
- How meaning is created among audiences
- How the communications mix is utilised across the campaign
- How the selection of media influences meaning making
- How creativity is utilised to engage audiences
- Submit a critical evaluation of the campaign in the light of your understanding of the communications context, academic materials and trends in marketing communications.
- Provide a list of sources using the UWE Harvard style.
- Provide a 500 word critical reflection making clear linkages between your critical evaluation and the module content.