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21
The Video Game Forum13 is a popular forum that hosts different discussion groups and
covers topics from industry news, trends, technology, to game-specific conversations, all
sorted by game platform. The forum also allows connections to Facebook and Twitter
and allows members to easily search friends and share content. The Forum now has
51,313 registered members and 102,122 posts (The Video Game Forum).
A blog network is similar in function to the forum, but is slightly different—a forum is
topic-centric and represents the “collective intelligence (Jenkins),” while a blog is
individual-centric and is dictated by the blogger’s interests. A blog can incorporate
photos, audio, video and readers’ comments, and when used in conjunction with other
social media tools, enables visitors to share the content. Game blogs appeal to mature
players, since game bloggers tend to be experienced gamers.
MySpace14 and WordPress15 are two examples of blog networks. Both networks host a
significant number of game-related blogs and sort these posts with different tags for
13 The Video Game Forum URL: http://www.thegameforum.com/
14 MySpace URL: http://www.myspace.com/
15 WordPress URL: http://www.wordpress.com. Note that the website for the blog network is different from
http://www.wordpress.org, the website for the blog software.
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 26 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 21 The Video Game Forum13 is a popular forum that hosts different discussion groups and covers topics from industry news, trends, technology, to game-specific conversations, all sorted by game platform. The forum also allows connections to Facebook and Twitter and allows members to easily search friends and share content. The Forum now has 51,313 registered members and 102,122 posts (The Video Game Forum). A blog network is similar in function to the forum, but is slightly different—a forum is topic-centric and represents the “collective intelligence (Jenkins),” while a blog is individual-centric and is dictated by the blogger’s interests. A blog can incorporate photos, audio, video and readers’ comments, and when used in conjunction with other social media tools, enables visitors to share the content. Game blogs appeal to mature players, since game bloggers tend to be experienced gamers. MySpace14 and WordPress15 are two examples of blog networks. Both networks host a significant number of game-related blogs and sort these posts with different tags for 13 The Video Game Forum URL: http://www.thegameforum.com/ 14 MySpace URL: http://www.myspace.com/ 15 WordPress URL: http://www.wordpress.com. Note that the website for the blog network is different from http://www.wordpress.org, the website for the blog software. |
