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Play As the Main Event in International and UK Culture James Woudhuysen, De Montfort University

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Play As the Main Event in International and UK Culture James Woudhuysen, De Montfort University PSI_CT43_24/4 28/4/03 12:34 pm Page 95 Play as the Main Event in International and UK Culture James Woudhuysen, De Montfort University Abstract Play has become a dominant trend in the culture of Western adults. This chapter of Cultural Trends looks at its prevalence and growth. The first section briefly discusses what play is. The second provides an overview of playful varieties of leisure in the US and worldwide, and sums up some of the main trends that have emerged. The third follows the same method in relation to the UK. The fourth section looks at the increasing incidence of play at work, while the final section draws conclusions from the evidence presented. Throughout, special attention is played to the role of information technology in play. Five industries are covered extensively – computer games; gambling; sport; performing arts; and fairs, theme parks and adventure holidays. Attendance at, participation in and paid employment in play constitute three levels of engagement in it. This chapter tries to measure these levels of engagement by bringing together just some of the vast but disparate literature and statistics on play. The range of sources drawn upon is varied. Inspired by the perspectives of writers in economics, politics, sociology and technology, this chapter uses official govern- ment data, and data taken from the business press, to illustrate its ideas. The chapter asks and answers the following three questions: • Does play provide spaces and moments of freedom that, fortunately enough, lie beyond the grasp of market forces? • Is the entertainment provided by play genuinely educational, or does absorption in play instead represent a degraded notion of the Self? • By favouring mass attendance at, mass participation in and mass employment in playful activities, have UK government policies advanced the cause of culture – or have they set it back? PSI_CT43_24/4 28/4/03 12:34 pm Page 96 PSI_CT43_24/4 28/4/03 12:34 pm Page 97 4. Play as the Main Event in International and UK Culture James Woudhuysen, De Montfort University Introduction In UK ‘reality’ television, quizzes and games In recent decades, the influence of play on Western such as ‘Who Wants To Be a Millionaire?’, ‘The culture has risen. Sport has undergone significant Weakest Link’, ‘Big Brother’ and ‘Survivor’ have economic expansion. In 1992, when BSkyB first gained record audiences, won exports abroad and bought the right to televise Premier League football pioneered unprecedented levels of audience partic- live, it paid £180 million; for the contract due to ipation. In fact, the intellectual property bound up expire at the end of the 2003–04 season, it paid no merely in a particular format for a new reality show less than £1.1 billion. Sport has also increased in or game show can be worth tens of millions of popularity. Today nearly one British man in four – pounds (Kinane, quoted in Sanghera, 2002: 3). 24 per cent – regularly watches sport on TV in The big growth areas in UK digital television pubs, and 8 per cent of British women do the same are also all to do with play. Of the £186 million of (Key Note, 2002a: 57). revenue BSkyB gained from interactive television Many other social activities now incorporate in 2002, from virtually nothing three years before, notions of play. In 2001, 31 per cent of British up to a half came from gambling (Horsman, 2003: adults said they enjoyed pub quizzes, and 19 per 4–5). At one point in 2001, PlayJam, a games cent felt the same about pub karaoke sessions (Key channel on SkyDigital, was its eighth most popular Note, 2002a: 57). In America, a Harris poll has commercial channel (The Economist, 2002a: 5). found that 8 per cent of the population – no fewer To take another aspect of Western culture, than 17 million people – had tried to impersonate business: in 1993, when the US Federal Elvis Presley (Liu, 2002: 6). From the interactive, Communications Commission sold off $7.7 billion ‘fun’ office of the knowledge economy to the of rights to wireless communications, its ‘spectrum carnival atmosphere of the anti-capitalist demo, auction’ was organised through the application of participation in playful performances is something game theory. Game theory has plenty of critics that shapes more and more of our world (Brick, (Hargreaves and Varoufakis, 1995). Nonetheless, 2002). in 2000, when UK Chancellor Gordon Brown Take, as just one aspect of Western culture, the earned more than £20 billion in his sale of wireless media. In 2000, the publishing sensation of the year rights, the bidding war was again organised with its was magic, in the shape of Harry Potter; the top box help. office film in the UK was Toy Story 2, followed by Play has also been the key to Virgin’s competi- Gladiator (ONS, 2002a). In 2002 the winner of four tive stance. Virgin Airlines pioneered the building Academy Awards, including that for best picture, of computer games into every airline seat. It gives was A Beautiful Mind, a biography of John Nash, each passenger a free bag of childish, toy-like an early developer of the post-war mathematical accessories with which to while away the hours. But account of games known as ‘game theory’. In 2003, the impact of play on business goes further than the 800 million fans of American football watched the yachting and ballooning adventures of Richard Super Bowl, while advertisers paid a record Branson. $70,000 a second for slots in 61 commercial breaks Play has a big impact on work. In 2002, it was (Doran, 2003: 52). seriously discussed whether mass participation in PSI_CT43_24/4 28/4/03 12:34 pm Page 98 98 Cultural Trends 43 and 44, 2001 the Queen’s Jubilee festivities, along with mass recognising the significance to children of play, spectatorship during the World Cup, had impeded however, this chapter concentrates on a field that is UK economic growth (Wheatcroft, 2002). When comparatively neglected (Terr, 1999) – play among China, Japan and South Korea played their opening adults. matches at the 2002 World Cup during work hours, The first section briefly discusses what play is. ‘much of north-east Asia’, the Financial Times The second provides an overview of playful varieties observed, ‘ground to a halt’ (Ward et al, 2002). On of leisure in the US and worldwide, and sums up the other hand, the past few years have seen the some of the main trends that have emerged. The emergence of a veritable liberation theology of play third follows the same method in relation to the UK. at work. Both management theorists and social The fourth section looks at the increasing incidence commentators have adopted thespian, sporty and of play at work, while the final section draws conclu- playful models for the future of work, whether their sions from the evidence presented. perspective has come from America (Pine and This chapter brings together, under the category Gilmore, 1999; Rifkin, 2000; Blanchard and Shula, ‘play’, just some of the vast but disparate interna- 2001) or Britain (Firth and Leigh, 1998; Kane, tional and British literature and statistics on the 2000: 20–30). subject. Such an endeavour has not been tried As a lawyer who is also a mother, Cherie Blair before and, inevitably, there are omissions that will has helped popularise the image of a harassed need to be made up by further research. Statistical ‘juggler’ of different aspects of what is now termed comparisons between different countries are also ‘work–life balance’. Nevertheless, the general difficult. reception given to play today remains positive. The range of sources drawn upon is varied. Architects and designers, for instance, have Inspired by the perspectives of economics, politics, adopted play. Norman Foster’s 40-storey City of sociology and technology, this chapter uses official London headquarters for the Zurich insurers Swiss government data, and data taken from the business Re, a gherkin-shaped monument to the importance press, to illustrate its ideas. The aim here is not to business and society now attach to risk, is construct a comprehensive and consistent statis- described by one design critic as ‘ludic’ (Bayley, tical account of play. What the Pennsylvania 2002). Meanwhile, Jonathan Ive’s design of the educationalist Brian Sutton-Smith has called the Apple iMac computer is widely celebrated as a ‘ambiguity’ of play ensures that play will always joyful elision between the realities of IT at work, elude such a treatment (Sutton-Smith, 1997). and the possibilities that IT contains for play. Instead, this chapter aims to give a flavour of the As society has become more interested in little-noticed prevalence of play. Where possible, it children, so it has devoted more attention to gender also quantifies the growth of play. Finally, the differences in play, to its pedagogical merits, to chapter debates whether the prevalence and growth every child’s alleged ‘right to play’, and to safety in of play deserve unequivocal celebration or a playgrounds (NCB, 2003). More generally, indoor different, more suspicious attitude. children’s play areas have, in the UK, become a It should be noted that the quixotic character of £106 million market (Mintel, 2002: 4). While play, especially when mingled with the ‘play’ of PSI_CT43_24/4 28/4/03 12:34 pm Page 99 Play as the Main Event in International and UK Culture 99 market forces, ensures that its particular forms can, mances – influence the outcomes of play. Still, it is at any moment, fall into decline. In play, as important not to overdo the distinction between elsewhere, there are losers as well as winners. spectatorship and participation: the former, after There is no dispute about the travails of Britain’s all, is rarely passive (Lasch, 1979: 104, 107).
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