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64
channel that game companies have to earn with well-managed media relations. Third-party
endorsement in the framework mainly helps to:
1. Increase the credibility of the messages conveyed by game companies;
2. Spread the game-related information to a wider audience beyond the social media
network;
3. Encourage user-generated content and long-term discussions.
Portal websites on games and player blogs are the key constituents in this component of
the framework for the reasons below:
According to the interview findings, the portal website and blog are still a major source
of information for many players because of its comprehensiveness. Portal websites like
IGN.com and GameSpot.com provide a wide array of content and information for the
whole game market in a third-person point of view, offering players a one-stop service.
Similar to forums, most portal websites already integrate social media features and allow
players to share content on other platforms, leave comments, and even start short
discussions regarding a story of common interest. Blog networks work in a similar way;
the only difference is that a blog’s tone is more subjective and the content varies
depending on the blogger’s personal taste.
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 69 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 64 channel that game companies have to earn with well-managed media relations. Third-party endorsement in the framework mainly helps to: 1. Increase the credibility of the messages conveyed by game companies; 2. Spread the game-related information to a wider audience beyond the social media network; 3. Encourage user-generated content and long-term discussions. Portal websites on games and player blogs are the key constituents in this component of the framework for the reasons below: According to the interview findings, the portal website and blog are still a major source of information for many players because of its comprehensiveness. Portal websites like IGN.com and GameSpot.com provide a wide array of content and information for the whole game market in a third-person point of view, offering players a one-stop service. Similar to forums, most portal websites already integrate social media features and allow players to share content on other platforms, leave comments, and even start short discussions regarding a story of common interest. Blog networks work in a similar way; the only difference is that a blog’s tone is more subjective and the content varies depending on the blogger’s personal taste. |
