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Book part
Publication date: 28 August 2020

Matthew Spokes

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Gaming and the Virtual Sublime: Rhetoric, Awe, Fear, and Death in Contemporary Video Games
Type: Book
ISBN: 978-1-83867-431-1

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Book part
Publication date: 12 November 2018

Carol Azungi Dralega and Hilde G. Corneliussen

This chapter reports from a qualitative study on how identity categories, including gender and ethnicity, are experienced and constructed through video gaming among…

Abstract

This chapter reports from a qualitative study on how identity categories, including gender and ethnicity, are experienced and constructed through video gaming among immigrant youth in Norway. The aim here is to explore the manifestations and contestations of gendered power and hegemonic practices among the young immigrant girls and boys. This chapter builds on research about everyday media use especially video games, and our analysis is based on theories of hegemony, power, gender, and ethnicity. Three key findings are observed from the study: (a) video games acting as a bridge between ethnic minority boys (not so much with the girls) and ethnic Norwegians, (b) hegemonic gendered practices, emphasizing the “otherness,” in particular for girls adhering to the category of gamer, and finally, to a lesser degree, (c) marginalization within video games on the basis of being a non-Western youth in a Western context. As such the study simultaneously not only confirms but also challenges dominant discourses on video games by suggesting that, although some positive strides have been made, the claims of a post-gender neutral online world, or celebrations of an inclusive and democratic online media culture, especially video gaming, are still premature.

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Media and Power in International Contexts: Perspectives on Agency and Identity
Type: Book
ISBN: 978-1-78769-455-2

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Streaming Culture
Type: Book
ISBN: 978-1-83982-768-6

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Book part
Publication date: 30 July 2018

Sercan Şengün

This chapter analyses the marketing management practices for the video games industry in Turkey. To identify the extended value chains and define the critical success…

Abstract

This chapter analyses the marketing management practices for the video games industry in Turkey. To identify the extended value chains and define the critical success factors in this local environment, we invited the members of OYUNDER – Game Developers, Designers and Publishers Association in Turkey – to participate in an online survey. The following three main research questions guided this survey: (1) How video game developer companies resolve marketing decisions, decide on their marketing mix and create marketing plans; (2) how they perceive the importance given to marketing in their industry and (3) how they measure and judge the success of their marketing activities. Results indicate that Turkish video game developers are predominantly male and young. They organise and work in small teams. They lack marketing planning as indicated by actualised versus expected revenues and marketing spendings. Only 23.7% of the participants report employing marketing-related staff and their opinions of marketing-related business partners – such as advertising and PR agencies – are negative due to these institutions’ perceived lack of industry experience. The developers mainly use social media channels and digital advertising for their marketing needs. Above-the-line advertising is the least used channel, with content, influencer and below-the-line marketing channels ranging in the middle. They report confidence in managing campaigns for social media, digital marketing and content marketing. However, they believe that they lack the skills to manage above-the-line and below-the-line marketing activities, reporting lack of capital and human resources as the main barriers. Although they believe that marketing can help them reach new customers, they are also afraid to take risks and admit to being conservative in marketing practices.

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 1 August 2016

Dohyun Ahn and Dong-Hee Shin

The purpose of this paper is to explore whether distinctive modes (observation vs control) of presenting diverse content differentially influence users. To achieve this…

Abstract

Purpose

The purpose of this paper is to explore whether distinctive modes (observation vs control) of presenting diverse content differentially influence users. To achieve this goal, The authors first conceptualize empathy as social cognition and discuss the possible psychological mechanisms for divergent associations between observation-based media (i.e. video media) and control-based media (i.e. game media).

Design/methodology/approach

In total, 300 adults (150 females) participated in this study through an online survey.

Findings

Time spent with video media (television and film) was positively associated with empathy, which in turn was associated with enhanced social connectedness. However, time spent on game media (video games, computer games, and smartphone games) was negatively associated with empathy, which in turn was associated with inferior social connectedness.

Originality/value

While previous studies on the effects of media have focussed mainly on content, the present study focusses on the effects of mode. The mode-focussed approach presents evidence contradictory to the content-focussed approach.

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Information Technology & People, vol. 29 no. 3
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 4 July 2008

Elizabeth Tappeiner and Catherine Lyons

This article aims to discuss the relevance of building video game collections in academia to support research and learning on campus and to propose useful criteria for…

Abstract

Purpose

This article aims to discuss the relevance of building video game collections in academia to support research and learning on campus and to propose useful criteria for building video game collections in academic libraries.

Design/methodology/approach

The authors examined collection development policies of selected academic libraries as well as research discussing the cultural, historical, and educational value of video games. The authors also examined video game playback devices, games and their packaging, and popular game web sites.

Findings

The authors outline selection considerations for developing video game collections and propose the following criteria for selecting games: physical characteristics, teaching and learning principles present in the games, subject matter and content, and the cultural and historical value of a game.

Originality/value

Establishing video games in libraries is not a new topic, but most discussions have been focused on public libraries or the entertainment value of video games in academic libraries. This article focuses on games as serious objects of study in academia and provides best practices for video games collections development.

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Collection Building, vol. 27 no. 3
Type: Research Article
ISSN: 0160-4953

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Article
Publication date: 1 May 2006

Ibrahim Yucel, Joseph Zupko and Magy Seif El‐Nasr

Researchers have argued that video games have great utility for learning. Games promote experiential learning and can be used to facilitate active learning. This paper…

Abstract

Researchers have argued that video games have great utility for learning. Games promote experiential learning and can be used to facilitate active learning. This paper examines the potential of video games in education. In particular, it examines the benefits of game modding compared to playing and/or creating games. However, video game classes have been primarily attended by male students. This paper looks further into the gender issue regarding the use of video game modding in education. This is demonstrated through a course developed by the authors on game design. The main goal of the course was to introduce middle school and high school female students to IT and assist them in acquiring five basic IT skills. During the course, survey data was collected from participating students. Results from the surveys as well as analysis of student projects and anecdotal evidence suggest that using video game modding is successful in increasing self‐efficacy and motivation as well as teaching female students basic IT skills.

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Interactive Technology and Smart Education, vol. 3 no. 2
Type: Research Article
ISSN: 1741-5659

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Article
Publication date: 1 January 2009

Galen Clavio, Patrick M. Kraft and Paul M. Pedersen

The PGA Tour/Tiger Woods golf series was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the…

Abstract

The PGA Tour/Tiger Woods golf series was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the final three years. Brands appearing most frequently included Oakley, Nike, adidas, TW Nike and Tag Heuer. By product category, Nike was leader in equipment (36%) and Oakley in apparel (31%). The results indicate that video games are increasingly seen as viable marketing avenues.

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International Journal of Sports Marketing and Sponsorship, vol. 10 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 8 January 2019

Dina H. Bassiouni, Chris Hackley and Hakim Meshreki

Empirical studies using the technology acceptance model (TAM) have mainly focussed on utilitarian technologies. The purpose of this paper is to extend the TAM in order to…

Abstract

Purpose

Empirical studies using the technology acceptance model (TAM) have mainly focussed on utilitarian technologies. The purpose of this paper is to extend the TAM in order to develop a more nuanced understanding of the family dynamic around video game acceptance within households.

Design/methodology/approach

This paper proposes a new and unique adaptation of the TAM to study the acceptance of hedonic technologies in the context of parents’/carers’ acceptance and integration of video games within family-life dynamics. This adaptation of the TAM attempts to shed light on the social influences and intrinsic motivations behind parents’ and carers’ intentions to purchase video games for their children’s consumption.

Findings

The usefulness of video games lies in how enjoyable and entertaining they are, and this seems to be influenced by the convenience and ease of use that ultimately affects the behavioural intention towards video games. Convenience of use brings in social influences on perceived enjoyment and on parents’ actual behaviour towards video games. Some social influences seem to play a direct role in affecting children’s behaviour towards video games.

Research limitations/implications

The authors acknowledge that using Facebook as a tool for data collection has limitations attributed to selection bias. Another limitation is not giving voice to the children to account for their own subjective experience of video games and relying on their parents’ perceptions on the matter.

Social implications

This study advocated extending TAM within a hedonic framework in the context of examining parents’/carers’ acceptance of video games, while re-validating past theories of TAM and introducing new contextual variables adapted to address hedonic technologies.

Originality/value

Empirical studies using TAM have focussed on the utilitarian nature of technologies and very few considered hedonic technologies. This study’s key contribution to research lies in explaining the effects of parents’ perceived enjoyment, ease of use and convenience on the intention to purchase and play video games. The findings feed into work on the ethics and developmental issues around the marketing of video games to and for children.

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Information Technology & People, vol. 32 no. 6
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 20 March 2009

Suellen S. Adams

The purpose of this paper is to present a case for including and expanding the use of video gaming in the library to support the educational, recreational and…

Abstract

Purpose

The purpose of this paper is to present a case for including and expanding the use of video gaming in the library to support the educational, recreational and democratizing goals of the institution.

Design/methodology/approach

An examination of traditional models of the understanding of libraries and how video games fit into the picture.

Findings

Video games can be seen to support educational, recreational and democratizing goals of the library.

Practical implications

While many public libraries in the USA use video games for a variety of purposes, there are still many librarians who resist the trend. Even those who see the value of gaming in the library often have a limited view about how video games can be used in the library setting.

Originality/value

This paper examines video games in contexts beyond the recreational and young adult uses.

Details

Library Review, vol. 58 no. 3
Type: Research Article
ISSN: 0024-2535

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