Volltext herunterladen
(externe Quelle)
Zitationshinweis
Bitte beziehen Sie sich beim Zitieren dieses Dokumentes immer auf folgenden Persistent Identifier (PID):
https://doi.org/10.17645/mac.v11i2.6476
Export für Ihre Literaturverwaltung
Digital Games as Persuasion Spaces for Political Marketing: Joe Biden's Campaign in Fortnite
[Zeitschriftenartikel]
Abstract The aim of this study is to explore how digital entertainment games are used as spaces for political persuasion in electoral campaigns, by examining Joe Biden's use of Fortnite during the campaign for the 2020 US presidential election as a case study. To date, the study of persuasive communication r... mehr
The aim of this study is to explore how digital entertainment games are used as spaces for political persuasion in electoral campaigns, by examining Joe Biden's use of Fortnite during the campaign for the 2020 US presidential election as a case study. To date, the study of persuasive communication related to games has been mostly focused on persuasive games. This article approaches the use of entertainment games as spaces for persuasive communication answering the research question: How is political marketing - and electoral propaganda specifically - embedded into digital entertainment games? To answer this question, we have analyzed the persuasive dimensions of the Biden-Harris campaign in Fortnite using a qualitative mixed-methods approach that combined the identification and analysis of the persuasive strategies used in the game with a textual analysis of 19 articles discussing the campaign. The results of the analysis of the Biden-Harris campaign in Fortnite show that the persuasive efforts embedded in the game mostly made use of textual persuasion and procedural persuasion, relying largely on goal rules. The results of the textual analysis of the articles show that, although there is an appreciation of how the campaign links political persuasive goals with the challenges presented to the player, the lack of understanding of the persuasive potential of the game results in a gaming experience that in some cases does not meet the expectations of Fortnite’s experienced and demanding players.... weniger
Thesaurusschlagwörter
Computer; politische Kommunikation; Wahlkampf; Präsidentschaftswahl; USA; Wahlwerbung; Persuasion
Klassifikation
politische Willensbildung, politische Soziologie, politische Kultur
interaktive, elektronische Medien
Freie Schlagwörter
Biden-Harris campaign; Fortnite; analytical play; in-game persuasion; in-game propaganda; persuasive gaming; politainment; political games; political marketing
Sprache Dokument
Englisch
Publikationsjahr
2023
Seitenangabe
S. 266-277
Zeitschriftentitel
Media and Communication, 11 (2023) 2
Heftthema
Political Communication in Times of Spectacularisation: Digital Narratives, Engagement, and Politainment
ISSN
2183-2439
Status
Veröffentlichungsversion; begutachtet (peer reviewed)