Alternate reality games : promotion and participatory culture
Author(s)
Bibliographic Information
Alternate reality games : promotion and participatory culture
（Routledge critical advertising studies / series editor, Jonathan Hardy）（Routledge focus）
Routledge, 2020
- : hbk
Available at 1 libraries
Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
List of Illustrations
Acknowledgements
Introduction
1. Promotional ARGs in Context
2. ARGs as Marketing
3. The Promise of Participation
4. Promotional ARGs and Digital Labour
5. Conclusion
Glossary
Index
by "Nielsen BookData"