Using textual analysis, interviews with game designers, audience surveys, and close analysis of player forum discussion, this book examines the unique nature of the producer/consumer relationship within promotional Alternate Reality Games (ARGs).
Historically, ARGs are rooted in advertising as much as they are in narrative storytelling. As designers often have to respond to player actions as the game progresses, players can have an impact on the storyline, on character behaviour, and potentially on the final resolution of the narrative. This book explores how both media consumers and producers are responding to this new reconfiguration of the producer/consumer/prosumer dynamic in order to better understand the diverse advertising experiences available to media audiences today.
With a focus on participatory culture and the political economy of promotional communications, this in-depth analysis of ARGs will appeal to academics and researchers in the fields of games, film, advertising, and media and cultural studies.
Using textual analysis, interviews with game designers, audience surveys, and close analysis of player forum discussion, this book examines the unique nature of the producer/consumer relationship within promotional Alternate Reality Games (ARGs).
Historically, ARGs are rooted in advertising as much as they are in narrative storytelling. As designers often have to respond to player actions as the game progresses, players can have an impact on the storyline, on character behaviour, and potentially on the final resolution of the narrative. This book explores how both media consumers and producers are responding to this new reconfiguration of the producer/consumer/prosumer dynamic in order to better understand the diverse advertising experiences available to media audiences today.
With a focus on participatory culture and the political economy of promotional communications, this in-depth analysis of ARGs will appeal to academics and researchers in the fields of games, film, advertising, and media and cultural studies.
Wissenschaftlicher Aufsatz aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2, Johannes Gutenberg-Universität Mainz (Institut für...
By weaving fictional narratives and problem solving into everyday life, alternate reality games (ARGs) may be able to fill gaps left by traditional studies in the behavioral and social sciences...
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