Joystick Soldiers - Notes

Joystick Soldiers - Notes - JoystickSoldiersNotes

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Joystick Soldiers – Notes Richard Nichols “Target Acquired” o Military (DoD) spends $4 billion annually on simulation technology; use of  video games by military-industrial context o Dialectical relationship between Serious games (games for education/training,  skills/responses situations) vs. entertainment games – “advergaming” (focus  gaming responses to create a positive view of the brand) Video games as advertisement ($)   recruiting; human profits, enlist  soldiers 18-39 demographic 65% of college students indicate they play college games, young and old Steps to bring female players into the game (6 to 17 yo girls make up 12%  of total market, women over 18 make up 26%) Also reaching the family members Development and marketing $16 million, but justified for recruiting o Controversy over merchandising toward the young, but for the purpose of  showing military as an ideal path o Ideal cultural commodity for the conveyance (bought and sold for recreation)  of dominant ideologies through simulation From one’s perspective, entering the game, ideology more effective o AA’s message: “need to be vigilant during the Global War on Terror” (vs.  more specific propaganda) o Because of player feedback   potential to undermine the ideology through  “mods” (own modifications and content) and machinima films Reconfigured America’s Army Action Figure, Joseph DeLappe (dead-in- Iraq) o Resisting “the visualization of war” by subverting online multiplayer gaming  community   exploiting death America’s Army – July 4, 2002 o Has brought increased positive attention to the army o Two parts: role-playing military training module, first-person shooter (FPS) o Maintaining realism until the moment of an avatar’s death, designers drew  upon actual military ordinance, campaigns, locations o Death   no sound, red circle (for “T” rating) but criticized for teaching  combat tactics to children o Give a sense of what army life is like
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o Get on a jumpstart on training the computer-based technical skills needed by  modern warfare Learn by doing, interactive education o Designed to be engaging, entertaining o One media tool in a growing lineup of sophisticated and targeted solicitations o Free updates include sequences based on actual campaigns in Iraq and  Afghanistan; periodic updates and new purchases drive the industry o “Playing games is serious business” o U.S. government also uncertain how to proceed o Video game industry: development, publishing, retail; AA w/ government  can push their PoV  o Advertising content (can be seen as disruptive), advergame focusing on casual 
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This note was uploaded on 09/06/2011 for the course CAT 2 taught by Professor Golan during the Winter '06 term at UCSD.

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Joystick Soldiers - Notes - JoystickSoldiersNotes

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