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It's the e-thing : World of Warcraft meets Coke in China

Beavis, Catherine 2007, It's the e-thing : World of Warcraft meets Coke in China, Screen education, vol. 46, pp. 122-127.

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Title It's the e-thing : World of Warcraft meets Coke in China
Author(s) Beavis, CatherineORCID iD for Beavis, Catherine orcid.org/0000-0002-8835-0309
Journal name Screen education
Volume number 46
Start page 122
End page 127
Publisher ATOM
Place of publication St. Kilda, Vic.
Publication date 2007
ISSN 1449-857X
Keyword(s) computer games
Coca-Cola Company
World of Warcraft
beverages
advertising
Summary The increasing sophistication of online computer games – entrancing aesthetics, challenge, and the promise of sociality and community – make them a compelling world for many players, locally and internationally. Games like 'World of Warcraft' provide a complex and satisfying universe where mythically imbued narratives, rules and mores provide a context for players to take on heroic or playful roles. Players can explore identities, create friendships and relationships, and establish a complete and separate space where trust and danger coexist, in ways experienced as both fantastic and safe. Yet such worlds are not value free, nor separated from ‘real’ life. Ideologies implicit in the game (through its narrative roles and architecture, mythic references and occasions for decision making and action) prestructure choices about character building, orientations and allegiances amongst players, and drive towards particular sets of values and moralities. These features, plus the huge numbers of players worldwide, mean that massively multiplayer online role-playing games (MMORPGs) provide a seductive but largely untapped market to the advertising industry. What is happening with convergences of this kind? And what do they mean for young players of computer games, particularly massively multiplayer and other online games, where communal play, distributed knowledge networks, and relationships, establish strong bonds and allegiances within the game, with cross-overs between on and offline values, identities and community.
Language eng
Field of Research 130299 Curriculum and Pedagogy not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Persistent URL http://hdl.handle.net/10536/DRO/DU:30007363

Document type: Journal Article
Collection: School of Education
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