Browsing by Subject "Game"
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Item The effects of virtual sport experience on brand attitude and attitude strength.(2010-02) Kim, YongjaeGiven that virtual experience generated from sport video gaming is closely similar to consumption experience in actual sport contexts, repetitive sport video gaming is expected to result in favorable attitudes toward a specific sport that are easily accessible from memory, held with strong confidence, and are therefore predictive of subsequent behavior. However, despite the popularity and potential of SVGs as a marketing tool, previous research on new media have ignored the possibility that playing a sport video game and its repetition may affect sport brand attitudes and behavior and also the strength of the attitude-behavior relationship. This dissertation examined the possibility that repeated video gaming have influences on both evaluative and non-evaluative dimensions of attitudes (attitude accessibility and attitude confidence), and whether such an effect can influence the relationship between attitude and behavior. For this study, one hundred and ninety-seven undergraduate and graduate students at a large Midwestern university were recruited with a convenient sampling method. The hypotheses based on repeated exposure effect were tested using a single factor design with four conditions: single, three, and seven exposure conditions and a direct experience condition. The results of the study provided evidence that repeated video gaming affects both evaluative and non-evaluative dimensions of attitudes toward the NASCAR brand. Repetition was found to increase liking of the brand under three and seven exposure conditions, but the increment in liking the brand was not statistically significant for the single exposure condition. In addition, the results indicated that brand attitudes based on repeated video gaming are similar to those based on direct experience. This study also showed evidence that repeated exposure to the sport brand plays an important role in attitude-behavior consistency. The findings of the study provide researchers and marketers with benchmark data for future research to explore the potential of video games as a marketing tool for the penetration of a sport into a new market. Implications for advertisers and marketers and direction for future research were discussed.Item Playing Badly: The Heroic Cheat and the Ethics of Play(2018-05) Lindberg, AdamThis dissertation explains the work of hegemonic play in understanding what games are and what they do. This explanation is used to formalize a new theoretical and practical model for games criticism that can also be applied in literary, media, and social criticism. The present moment has been dubbed a “ludic age” as our algorithmically-informed world increasingly resembles game systems, a similarity exacerbated by an ongoing and intentional surge in deploying game concepts across every corner of organizable experience. Despite these signals to the value of reading games within ordinary experience, there persists a deeply held belief that the essential nature of games lies in their radical difference to non-game or “real” life. In Playing Badly, I challenge the game/nongame dichotomy on its logical and philosophical grounds and with regards to its practical utility, arguing that classical game ontology offers neither a compelling description of games nor the means to use that description robustly in critical work. By rethinking game ontology, my argument reveals games’ crucial role in producing and maintaining the fiction of stability on which everyday forms of life depend. Reading texts, whether social, digital, or traditional, from this ludic perspective offers a framework for critiquing the ethical stakes at play within each system. Games, however generous one is with that category, exercise power by formalizing values in their rules. Ultimately, my project creates space for resistance by using the concept of cheating to reveal opportunities for play within the systems of value represented in our texts and by extension the systems in which we live our lives. To contextualize my intervention, I explain the strengths and weaknesses of current views on game ontology within game studies and offer an alternative argument in favor of a game-specific ontology generated through the interaction of a game’s socio-historical context, formal components (rule interactions and representational choices), and the term hegemonic play, which refers to a way of playing a game that reinforces its dominant hierarchy of values. I contend this approach better accounts for the dynamism inherent in games, which change depending on where, when, and by whom they are played. It is the concept of cheating that organizes these forces and offers an infinitely clearer picture of the borders of the protean texts we call games. I present an array of readings of traditional, social, and digital texts that demonstrate how cheating makes the values at play within game structures legible and how this view of games can be brought to bear on other texts where game structures predominate, which is to say any text at all.