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Inteligencia Colectiva En Los Juegos Sociales En Facebook. Zynga Versus EA Playfish: Empresas, Usuarios, Contenidos E Interacciones

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Inteligencia Colectiva En Los Juegos Sociales En Facebook. Zynga Versus EA Playfish: Empresas, Usuarios, Contenidos E Interacciones Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Autora: Lluïsa Díaz Álvarez Tesis Doctoral – 2015 Director de tesis: Emilio Fernández Peña Doctorado en Contenidos de Comunicación en la Era Digital Departamento de Comunicación Audiovisual y Publicidad Facultad de Ciencias de la Comunicación Universidad Autónoma de Barcelona (UAB) Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez 2 Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez 3 Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez 4 Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez AGRADECIMIENTOS Esta tesis no habría sido posible sin la estimable preparación y apoyo recibido durante mi paso por la Universidad Autónoma de Barcelona, concretamente, por el Departamento de Comunicación Audiovisual y Publicidad. Quiero agradecer los años transcurridos desde mi comienzo en el Máster de Investigación de Contenidos en la Era Digital, en el 2009 hasta la finalización de la tesis doctoral en noviembre del 2015. Ha sido un tiempo de adquisición de conocimientos, de intercambio de ideas y de crecimiento personal. Durante este recorrido he tenido la suerte de conocer a profesores y compañeras, de los cuales, he aprendido mucho y seguiré aprendiendo. Por la temática de la Tesis, me he adentrado en un mundo que siempre me ha atraído y del que siempre he disfrutado de una manera u otra. Además, he podido ampliar mi perspectiva sobre él y desarrollar no sólo la tesis, sino también otras actividades relacionadas, que me han hecho más feliz y sabia. He conocido dentro de la industria del videojuego a empresarios, académicos, diseñadores, desarrolladores, jugadores, usuarios... de manera presencial y/o virtual, que en mayor o menor medida me han ayudado en mi objeto de estudio, destacando a Carlos Blanco y Jaume Teixŝ. A todos ellos también he de agradecerles su inestimable contribución. Tampoco puedo olvidarme de todos aquellos que despertaron mi curiosidad por este medio, de carácter transversal, tan relacionado con otras disciplinas afines. En primer lugar, a mi padre, por jugar conmigo a las cartas, al parchís, al dominó desde muy pequeña y llevarme a innumerables parques, preparándome como contrincante y jugadora nata. A mi madre, por regalarme comics, revistas, cromos, sobres sorpresa, muñecas recortables... y todo aquello, que conformaron en mí, mi pasión por el medio audiovisual. A mis hermanas, por contarme historias fantásticas, abrirme la mente al mundo del arte y hacerme sentir como la protagonista de un cuento de hadas. A mi amigo de la infancia Dani, por dejarme todas las consolas y juegos que en mi casa no había, pero en la suya sí, y por las largas horas pasadas jugando a canicas, construyendo castillos, puzles, y todo aquello considerado como juegos de chicos. Y más tarde, a mis sobrinos, por seguir aprendiendo de ellos, y adentrarme en su mundo de juegos. También de todos aquellos (muchos) que contribuyeron a inculcar en mí, el gusto por aprender, por desarrollar mis conocimientos y por dar a conocer mis ideas. Aquellos que hicieron posible que visitará incansablemente bibliotecas, los que me impulsaron a escuchar más música, a ver más películas, a dibujar y pintar, a bailar, a viajar, a jugar más… A los que creyeron en mí, pero también a los que no, porque me empujaron a tener más ganas de seguir investigando. Por último, quiero agradecer de manera especial, al profesor y Doctor Emilio Fernández Peña, Director de la Tesis, su guía durante este intenso recorrido. Su sabio consejo y su buen hacer, que han alimentado mi curiosidad, centrándome en ocasiones, marcándome su acotación y animándome a su finalización. Como resultado de la combinación de todos estos importantes factores, he conformado esta Tesis, que tanto significa para mí… 5 Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez 6 Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez A mis padres y hermanas, por su amor incondicional 7 Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez 8 Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez SUMARIO Resumen / Summary ....................................................................................................... 15 Introducción .................................................................................................................... 19 Interés del objeto de estudio ........................................................................................... 29 Delimitación del objeto de estudio .................................................................................. 32 Objetivos de la investigación ........................................................................................... 34 Preguntas de Investigación .............................................................................................. 35 Metodología .................................................................................................................... 37 I. Revisión de la literatura: antecedentes y actualidad ................................................ 38 II. La Netnografía: observación participante ................................................................ 39 III. Análisis del contenido ............................................................................................... 42 IV. Método mixto y “focus group” online ...................................................................... 43 V. La encuesta ............................................................................................................... 43 VI. El blog de la investigadora ........................................................................................ 45 VII. Entrevistas en profundidad ...................................................................................... 48 1ª. parte LOS JUEGOS EN LA WEB SOCIAL ................................................................................... 49 1. La Industria del videojuego: antecedentes y primeros pasos ................................. 50 1.1. Antecedentes del videojuego ............................................................................. 51 1.2. El juego en la historia y su conexión con los juegos sociales ............................. 55 1.3. Los videojuegos en la Sociedad conectada: la Web y las Redes Sociales ........... 59 1.4. La Interacción del usuario en la Web Social ....................................................... 66 1.5. El nuevo modelo de negocio de los juegos sociales en Facebook y el coleccionismo virtual .................................................................................................... 70 1.6. Inteligencia Colectiva: la actividad del usuario versus la empresa y el efecto Fan ............................................................................................................................ 72 1.7. Facebook lo cambió todo: origen de los juegos sociales.................................... 76 1.7.1. Facebook: fundamentación, evolución e influencias .................................. 76 1.7.2. Facebook como plataforma: nacimiento y eclosión de los juegos sociales 80 1.8. La Democratización de los medios sociales ........................................................ 84 1.9. La industria en transformación del sector del videojuego: del producto de ocio minoritario al cultural y de masas ................................................................................ 89 1.9.1. Fase Experimental (1980-1990): Arcade e indicios de una industria masiva, 9 Inteligencia colectiva en los juegos sociales en Facebook. Zynga versus EA Playfish: empresas, usuarios, contenidos e interacciones. Lluïsa Díaz Álvarez Muds, hacks, Juegos de construcción y de Dios ...................................................... 91 1.9.2. Fase de Asentamiento (1991-2000): Mundos mejorados, nuevos géneros, personajes emblemáticos, mascotas a cuidar y coleccionismo ............................... 94 1.9.3. Fase de Desarrollo (2001-2006): Simulación de vida y empresarial, Juegos Multijugador Online y galerías virtuales .................................................................. 96 1.9.4. Fase de Madurez (2007-2015): el juego social, virtual goods, creatividad y revalorización del videojuego .................................................................................. 98 1.10. Teorías del juego: conceptos, autores y teorías complementarias .................. 101 1.10.1. Teorías clásicas del juego y autores clave ................................................ 101 1.10.2. El concepto “Gamificación” y las nuevas tendencias en la teoría de juegos ................................................................................................................. 103 1.10.3. Teorías complementarias........................................................................
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