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5
games are proposed to maximize the power of social media and to increase their potential
for success in the market.
Definitions
Since both video game and social media industries encompass various genres that utilize
specific terminology, some relevant definitions will be provided.
Video game – The video games discussed in this thesis refer strictly to major game titles
released on computer game consoles. Examples include World of Warcraft, Call of Duty,
etc. Mobile games on smart phones are not the focus of this thesis, nor are social network
games by Zynga, or other similar game applications on Facebook. However, they are
mentioned and used as examples.
Social media – This thesis focuses on the most common and popular social networks, as a
sub-set of social media. Examples include Facebook, Twitter, YouTube, blogs, and
online discussion groups and forums that allow communication among users. However,
this thesis will also discuss some niche social networks, which are highly relevant but
used only by a particular group of people, such as the Battle.net for Blizzard
Entertainment and the RockStar Social Club for Rockstar Games.
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 10 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 5 games are proposed to maximize the power of social media and to increase their potential for success in the market. Definitions Since both video game and social media industries encompass various genres that utilize specific terminology, some relevant definitions will be provided. Video game – The video games discussed in this thesis refer strictly to major game titles released on computer game consoles. Examples include World of Warcraft, Call of Duty, etc. Mobile games on smart phones are not the focus of this thesis, nor are social network games by Zynga, or other similar game applications on Facebook. However, they are mentioned and used as examples. Social media – This thesis focuses on the most common and popular social networks, as a sub-set of social media. Examples include Facebook, Twitter, YouTube, blogs, and online discussion groups and forums that allow communication among users. However, this thesis will also discuss some niche social networks, which are highly relevant but used only by a particular group of people, such as the Battle.net for Blizzard Entertainment and the RockStar Social Club for Rockstar Games. |
