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ii
Acknowledgements
The author is deeply indebted to Professor Burghardt Tenderich at Annenberg School for
Communication and Journalism, University of Southern California, for his patient and
insightful counseling and instructions as the chairperson of the thesis committee. The
author also wants to thank Professor Dimitri Williams and Professor Jay Wang, both at
Annenberg, USC, for serving as thesis readers and for their valuable advice. Without the
help and advice of the three professors, the completion of this thesis would be impossible.
The author’s gratitude is also extended to Ms. Kay June Lee, a professional copy editor,
for proofreading the whole thesis. Ms. Lee’s professional service significantly increases
the readability of this thesis.
The author’s thanks also goes to all the interviewees, whose enlightening inputs in the
interviews not only help the author complete the thesis and give the author a deeper
understanding of the topic as well.
Object Description
| Title | Social media's role, utility, and future in video game public relations |
| Author | Zhang, Yun |
| Author email | zhangyun@usc.edu; raynezhang121@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-20 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-04-26 |
| Advisor (committee chair) | Burghardt Tenderich |
| Advisor (committee member) |
Jay, Wang Dimitri Williams |
| Abstract | As two industries that rely on the evolution of computer and information technologies, video game and social media have undergone tremendously rapid development in a short period of time. At the same time, both industries share a similar user group, too. The two similarities lead to the author’s belief that there is a natural compatibility between the two seemingly irrelevant industries, and that social media is an effective and efficient channel for video game marketing and PR.; Therefore, this thesis is intended to explore the state of marketing/public relations activities of the video game industry in the new social media context. It explores the social-network presence of some popular video games, the online communication strategies/tactics employed by their companies, and the effectiveness of such activities. Based on these analyses, the author proposes a comprehensive social media framework for video games, and recommends corresponding PR/marketing strategies as well.; The thesis also includes the author’s predictions on the possible social media trends for video games in the future. As conclusion, the author provides a primer that lists recommended social media “do’s” and “don’ts” for game companies. |
| Keyword | public relations; video game; social media; marketing; communication |
| Coverage date | 2000/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3784 |
| Contributing entity | University of Southern California |
| Rights | Zhang, Yun |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Zhang-4542 |
| Archival file | uscthesesreloadpub_Volume23/etd-Zhang-4542.pdf |
Description
| Title | Page 2 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | ii Acknowledgements The author is deeply indebted to Professor Burghardt Tenderich at Annenberg School for Communication and Journalism, University of Southern California, for his patient and insightful counseling and instructions as the chairperson of the thesis committee. The author also wants to thank Professor Dimitri Williams and Professor Jay Wang, both at Annenberg, USC, for serving as thesis readers and for their valuable advice. Without the help and advice of the three professors, the completion of this thesis would be impossible. The author’s gratitude is also extended to Ms. Kay June Lee, a professional copy editor, for proofreading the whole thesis. Ms. Lee’s professional service significantly increases the readability of this thesis. The author’s thanks also goes to all the interviewees, whose enlightening inputs in the interviews not only help the author complete the thesis and give the author a deeper understanding of the topic as well. |
