Page 6 |
Save page Remove page | Previous | 6 of 121 | Next |
|
small (250x250 max)
medium (500x500 max)
Large (1000x1000 max)
Extra Large
large ( > 500x500)
Full Resolution
All (PDF)
|
This page
All
|
1
Chapter 1: Introduction
Social Media and Video Games: Two Evolving Industries
The video game industry and social media are two of the many new industries that have
grown through the evolution of computer and information technology, and they have
many traits in common.
Both industries started as special interests within small groups, and have since grown into
multi-billion dollar businesses. The first video game was an oscilloscope-based electronic
tennis simulation in 1958 intended for visitor entertainment at Brookhave National
Laboratory (Gettler); today, it has integrated the most advanced computer technologies
and has evolved into a global market worth $46.5 billion in 2009. In 2010, the number
was estimated to be $47.5 billion (Wu, 2010).
The social media industry has witnessed equally impressive growth in recent years.
Facebook, which started as a social website for Harvard University, is today the world’s
largest social network, with $2 billion in revenue in 2010 (O'Dell, 2010). Twitter, the
leading micro-blog service provider, generated an estimated revenue of $140 million in
2010 (Tartakoff, 2009). YouTube, the world’s biggest online video-sharing website, is
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 6 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 1 Chapter 1: Introduction Social Media and Video Games: Two Evolving Industries The video game industry and social media are two of the many new industries that have grown through the evolution of computer and information technology, and they have many traits in common. Both industries started as special interests within small groups, and have since grown into multi-billion dollar businesses. The first video game was an oscilloscope-based electronic tennis simulation in 1958 intended for visitor entertainment at Brookhave National Laboratory (Gettler); today, it has integrated the most advanced computer technologies and has evolved into a global market worth $46.5 billion in 2009. In 2010, the number was estimated to be $47.5 billion (Wu, 2010). The social media industry has witnessed equally impressive growth in recent years. Facebook, which started as a social website for Harvard University, is today the world’s largest social network, with $2 billion in revenue in 2010 (O'Dell, 2010). Twitter, the leading micro-blog service provider, generated an estimated revenue of $140 million in 2010 (Tartakoff, 2009). YouTube, the world’s biggest online video-sharing website, is |
