Digital Play: The Interaction of Technology, Culture, and MarketingMcGill-Queen's Press - MQUP, 2003 - 368 ページ In a marketplace that demands perpetual upgrades, the survival of interactive play ultimately depends on the adroit management of negotiations between game producers and youthful consumers of this new medium. The authors suggest a model of expansion that encompasses technological innovation, game design, and marketing practices. Their case study of video gaming exposes fundamental tensions between the opposing forces of continuity and change in the information economy: between the play culture of gaming and the spectator culture of television, the dynamism of interactive media and the increasingly homogeneous mass-mediated cultural marketplace, and emerging flexible post-Fordist management strategies and the surviving techniques of mass-mediated marketing. Digital Play suggests a future not of democratizing wired capitalism but instead of continuing tensions between "access to" and "enclosure in" technological innovation, between inertia and diversity in popular culture markets, and between commodification and free play in the cultural industries. -- publisher description. |
目次
THEORETICAL TRAJECTORIES | 27 |
Media Analysis in the HighIntensity Marketplace The Three Circuits of Interactivity | 30 |
An Ideal Commodity? The Interactive Game in PostFordistPostmodernPromotional Capitalism | 60 |
HISTORIES THE MAKING OF A NEW MEDIUM | 79 |
Origins of an Industry Cold Warriors Hackers and Suits 19601984 | 84 |
Electronic Frontiers Branding the Nintendo Generation 19851990 | 109 |
Mortal Kombats Console Wars and Computer Revolutions 19901995 | 128 |
Age of Empires Sony and Microsoft 19952001 | 151 |
Workers and Warez Labour and Piracy in the Global Game Market | 197 |
Pocket Monsters Marketing in the Perpetual Upgrade Marketplace | 218 |
Designing Militarized Masculinity Violence Gender and the Bias of Game Experience | 246 |
Sim Capital | 269 |
Paradox Regained | 294 |
Notes | 299 |
331 | |
357 | |
The New CyberCity The Interactive Game Industry in the New Millennium | 169 |
CRITICAL PERSPECTIVES | 193 |
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