The demand for minority representation in video games often focuses on proving that members of marginalized groups are gamers. In turn, it is asserted that the gaming industry should focus on appealing to these players via targeted content. Being targeted as a gamer, however, does not a gamer make. Identity as a gamer intersects with other identities like gender, race, and sexuality. Negative connotations about gaming lead people to not identify as gamers, and even to not play video games. This article concludes, based on interview data, that those invested in diversity in video games must focus their attention on the construction of the medium, and not the construction of the audience as such. This shift in academic attention is necessary to develop arguments for representation in games that do not rely on marking groups as specific kinds of gaming markets via identifiers like gender, race, and sexuality.
What is video game culture, however? What does it mean to have a culture defined by the consumption of a particular medium? Moreover, what are the implications of defining this culture in a particular way? While there has been a great deal of ink split on video game culture, the actual definition of the term is often treated as common sense. Unpacking the discourses surrounding ‘‘video game culture’’ allows us to see the power dynamics involved in attributing certain characteristics to it, as well as naming it ‘‘video game culture’’ as such. This has implications for how video games are studied and is connected with how culture is studied more broadly. By critically examining how video game culture has been defined in both press and academic articles, this paper illuminates how this definition has limited the study of video games and where it can move.
This essay addresses how digital and interactive media scholars might adapt the concept of affordances in relation to Stuart Hall’s canonical ‘Encoding/Decoding’ model to better account for how certain types of interactivity are promoted or discouraged by new technologies and platforms. In particular, Shaw looks at how the perceptible, hidden, and false affordances of designed objects intersect with Hall’s dominant/hegemonic, negotiated, and oppositional reading positions. Merging these theories allows scholars to approach the political implications of audience activities with these technologies in new and more nuanced ways.
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