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59
It should be stressed again that in this framework, Facebook is mainly used to engage
new players and attract non-players. It should not be used too much for information
dissemination, which is the function of the dissemination component of the framework.
The Dissemination Component—YouTube and Twitter
This owned medium component is mainly responsible for spreading game-related
information and content, as the name indicates. At the same time, it also:
1. Serves as a quick interface between players and the framework core, and
2. Allow players to conveniently share the content to create a viral effect.
Although YouTube and Twitter are both major tools for dissemination, YouTube plays a
dominant role in this social media framework for games. Twitter, like the official website
in the core, only works as an auxiliary agent. Two reasons lead to this arrangement.
As mentioned in Chapter 3, video games are visual products that rely heavily on visual
demonstration. YouTube, because of its video format, is naturally more compatible with
video games. Twitter, on the other hand, is limited to text and has to rely on other tools
for photo and video sharing.
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 64 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 59 It should be stressed again that in this framework, Facebook is mainly used to engage new players and attract non-players. It should not be used too much for information dissemination, which is the function of the dissemination component of the framework. The Dissemination Component—YouTube and Twitter This owned medium component is mainly responsible for spreading game-related information and content, as the name indicates. At the same time, it also: 1. Serves as a quick interface between players and the framework core, and 2. Allow players to conveniently share the content to create a viral effect. Although YouTube and Twitter are both major tools for dissemination, YouTube plays a dominant role in this social media framework for games. Twitter, like the official website in the core, only works as an auxiliary agent. Two reasons lead to this arrangement. As mentioned in Chapter 3, video games are visual products that rely heavily on visual demonstration. YouTube, because of its video format, is naturally more compatible with video games. Twitter, on the other hand, is limited to text and has to rely on other tools for photo and video sharing. |
