Mario the final reveal

Introduction and Overview

In this project, I created an Instagram account to explore the Mario franchise's cultural, industrial, and fan dynamics through an analytical framework focusing on paratextuality, fandom, and cultural capital. Paratextuality involved examining fan-created content and official merchandise, while fandom explored community engagement, and cultural capital focused on how expertise within the Mario universe enhances social standing.

These concepts informed my analysis, guiding how I structured the Mario content on Instagram. In my DA audio-video, I focused on how fan-made levels, game lore, and merchandise shape the Mario franchise’s cultural significance. However, despite employing these strategies, the Instagram page received little engagement, which led to reflection on both the platform choice and audience interest.

Reflection on the Creative Process

To create the 5-minute DA video/audio, I went through a number of steps starting from scripting to editing. Initially, I aimed to present the Mario franchise as an iconic gaming series with ongoing cultural relevance. I highlighted fan-made levels in Super Mario Maker and explored the impact of Mario merchandise on the broader community. However, as I progressed, challenges emerged, among them was creating engaging content that could capture the attention of an audience that may no longer be as engaged with the franchise.

First, I thought that Instagram would be the right place to appeal Mario fans. Yet the visual-first nature of Instagram, at least according to this study, might not be suited to how the Mario community likes to discuss Mario. Fan communities flourish more on YouTube or TikTok, because of course the video format is favored (Lange 2014). Those platforms enable more dynamic storytelling and reader engagement thanks to comments, viewing algorithm, and long-form content which are hard on Instagram photos. Indeed, TikTok has been a key meeting ground for gamers — Johnson (2021) explains how the app's algorithm and viral video-sharing capabilities have enabled users to post fun challenges and trends based around gameplay. This made me reconsider my thoughts on Mario fandom and realise that current Mario fans would have favored a video focused platform where fellow community members can share and discuss visuals either publicly or private.

I also noticed that the Mario franchise stabilized itself in gaming but its demographic widened. What would emerge from the research to my dismay is that Nintendo’s original core Mario fanbase was aging and newer generations may not actually be as rooted in these games (Smith, 2020). Which accounts for my super low interaction rate on Instagram. And anyway, with Mario no longer as prominent in gaming culture as it once was the content wasn't of interest to enough people. So, I got to work researching successful Mario fan accounts across various platforms, especially YouTube videos where creators dove into more specific parts of the series like speedruns or even chapter one in their own ad hoc campaigns.

As I reflected on these findings, it became clear that content creation in the gaming space requires a nuanced understanding of the target audience. Engaging with fan content and understanding their current preferences is crucial. I also gained valuable skills in video editing and social media management, learning to pivot when initial strategies don’t yield results. I learned that digital content creation isn't only about the quality of content but also about understanding the right platform and format for the audience.

Engagement and Feedback

I did not get much feedback as there was just very little interaction on Instagram. But after running the digital artefact and its content by some peers, they pointed out that narrowing it down to video-centric platforms, such as YouTube or TikTok, might increase readers' attention. A reviewer even said that the Mario content could be better suited for short-form, quick videos rather than conventional Instagram style static images or long posts. It made me really think about how valuable iteration and adaptation are in video production. Engaging with audiences requires testing various formats and styles to find what resonates.

One of the most important feedback I got was to interact more, build a community and engage. If I'd spent more time interacting with my followers, responding to comments, doing Q&A sessions where you can ask me anything, the account might have developed a following in comparison to following an influencer somewhere else at 3am.

Future Directions

I think looking back, possibly the reliance of Instagram as a sole platform was slightly limiting when it came to potential reach and engagement for Mario. Now, I would simply expand my digital artefact to video-based platforms like TikTok or YouTube. Such outlets could facilitate a greater degree of real-time engagement with news or insights from gameplay commentary, reactions to live fan events, and more... Even expand when teaming-up on Mario content creation within the platform environment! This is especially the case with YouTube, where unless a Gaming Creator sets out to track down Mario fan-related content (if there even are niched Super Mario fans found here) it's very difficult for them to serendipitously stumble upon enough related videos for any of it be (re-)recommended on their Home Screen, For You Page or in other feeds. The TikTok algorithm helps lead to fast and efficient discovery meaning that your favorite 8-year old who loves RPG video games can use hashtags like #finalfantasy6allstars while his mum can continue watching either generic health & wellness stuff she usually views since Google probably thinks her being middle-aged disqualifies her from still being interested games at all, let alone niche ones otherwise known as something most Grown-Tired-Aspiring Follow Your Dreams Moms must leave behind when they turn forty-five.

Furthermore, I hope to do some more interactive things down the line from a live streaming of me playing Mario or community challenges on Super Mario Maker. Through an active invitation for involvement, the multimedia content would build community and connect with long lost fans. Also, integrating user-generated content might ignite more engagement because users would get thrilled to showcase their creations.

Having a personal connection to content is what drives engagement at all, according to research (Jenkins, 2006) and it allows for the formation of more niche audience identities based around platforms which provide direct interactivity. TikTok for viral challenges, YouTube to go in-depth on The Mario or offer gameplay guidance and fan theories, options like these would cause the viewer return.

Additionally, the move to these platforms has potential benefits for more general talk about gaming culture and fan engagement. I hoped that by examining the ways in which different digital spaces encourage and develop forms of community engagement, I could help situate discussions of changes within game media as fans move to new, more participatory platforms.

Conclusion

The focus on the stereotypes, cliches presented and the fanbase in the Mario franchise is what this project as a whole was about, making for an example regarding completion within my own assets. I learned that content is necessary, but knowing which platform and format to provide it in are just as important. The process of creation, resulting in learning new skills like social media management and video production, while diving further into the discourse surrounding Mario fandom as a nuanced space. In the future, I would like to dive into a video-based platform such as TikTok or YouTube where I can connect with Mario fans and further immerse myself in the ongoing conversation around gaming culture.

References

Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York University Press.

Johnson, D. (2021). ‘How TikTok is shaping modern fandoms’. Journal of Digital Media Studies, 15(2), pp. 114-132.

Lange, P. (2014). ‘Kids on YouTube: Technical identities and digital literacies’. Digital Youth, Innovation, and the Unexpected. MIT Press.

Smith, A. (2020). ‘The evolving fanbase of the Mario franchise’. Game Studies Quarterly, 8(1), pp. 45-61.

Zhang, T. (2021). ‘The TikTok effect on digital gaming communities’. Journal of Interactive Media, 32(4), pp. 188-203.