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73
format for video game press kits, and major social media outlets by that time will
probably be equipped to play videos. Players will also make their own video reviews on
games, replacing lengthy articles, and social media platforms will allow players to
quickly and conveniently share the reviews with their friends. Text releases, although
unlikely to completely die out, will become an old-fashioned format with reduced
function. It will only be used in formal situations like corporate affairs, financial reports,
or legal reports.
Another prediction is players’ interactions with game videos will increase. Currently the
only interaction with video for players (or video viewers in general) is commenting and
sharing, neither of which is truly engaging. Video websites usually display viewers’
comments below a video, but these comments are still kept separately: even if the video
is shared or embedded to other places, the interactive comments are not carried over.
Web technology already has a solution that combines interaction and content sharing. A
Chinese video site Bilibili56 is using such technologies as allow viewers to post real time
comments onto the video itself. The website was founded by Chinese fans of Japanese
animation and games. While a video is playing, viewers can pause it at anytime and post
comments directly onto the video as subtitles. These comments—or barrage, as Bilibili
users call them—are saved onto the video and can be shared alongside or can be turned
56 Bilibili official website: http://www.bilibili.us
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 78 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 73 format for video game press kits, and major social media outlets by that time will probably be equipped to play videos. Players will also make their own video reviews on games, replacing lengthy articles, and social media platforms will allow players to quickly and conveniently share the reviews with their friends. Text releases, although unlikely to completely die out, will become an old-fashioned format with reduced function. It will only be used in formal situations like corporate affairs, financial reports, or legal reports. Another prediction is players’ interactions with game videos will increase. Currently the only interaction with video for players (or video viewers in general) is commenting and sharing, neither of which is truly engaging. Video websites usually display viewers’ comments below a video, but these comments are still kept separately: even if the video is shared or embedded to other places, the interactive comments are not carried over. Web technology already has a solution that combines interaction and content sharing. A Chinese video site Bilibili56 is using such technologies as allow viewers to post real time comments onto the video itself. The website was founded by Chinese fans of Japanese animation and games. While a video is playing, viewers can pause it at anytime and post comments directly onto the video as subtitles. These comments—or barrage, as Bilibili users call them—are saved onto the video and can be shared alongside or can be turned 56 Bilibili official website: http://www.bilibili.us |
