Gamification” Joining Guilds, Earning Badges, and Leveling Up
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PEER-REVIEWED Reading and “Gamification” Joining Guilds, Earning Badges, and Leveling Up MARIANNE MARTENS tarting with examples of early gamified transmedia In general, compared to gaming, which resides in the realm books such as Patrick Carman’s Skeleton Creek series of entertainment, print books for young people are a form of S (launched in 2009) and Scholastic’s The 39 Clues series entertainment deeply entrenched in values associated with (first published in 2011) and continuing with a look at several reading and learning, and are therefore considered as having book apps and recent books for tweens, this paper explores significantly more of what French philosopher Pierre Bourdieu how “gamification” has entered the realm of books and reading calls “cultural capital.”3 for young people. Since the mass introduction of television in the 1950s, con- This convergence of reading and game playing enabled by new tinuing through the age of the personal computer, and digital formats raises concerns and misperceptions among then since April 3, 2010, when the first iPad was released, adults. In a recent series of interviews in a library in Southern “screen time” has been something parents and caregivers have California, several parents expressed surprise that apps found been warned against. on the iPad could be anything but games.1 For these parents, print books provide an educational experience, while iPads Screen time has been blamed for violent behavior, Attention and similar devices are viewed as being strictly for entertain- Deficit Hyperactivity Disorder (ADHD), and now, studies in ment. While children might be more eager than their parents both scholarly and mass media sources, from the American to gravitate toward digital devices, as Sonia Livingstone and Academy of Pediatrics to the Chicago Tribune,4 have found Kirsten Drotner write, “Children’s agency in relation to media evidence that too much screen time contributes to childhood is not always publicly welcomed. On the contrary, often this is obesity. However, despite the risks, multiple research shows precisely what gives rise to adult concerns. Examples include that children’s interaction with enhanced digital books (includ- contemporary conflicts with teachers and other adults of ing book apps and enhanced e-books) supports early literacy authority over time spent texting or gaming.”2 development and diverse learning styles.5 Marianne Martens is assistant professor at Kent State University’s School of Library and Information Science. She has a background in children’s publishing, is a member of ALSC’s Children and Technology Committee, and serves on the Littleelit Advisory Board. You can read more about her work at mariannemartens.org and she can be reached at [email protected]. Winter 2014 • Children and Libraries 19 Reading and “Gamification” The multimodality of these formats incorporate text, visual ele- Carman, author of several multiplatform books including the ments, sound, and interaction, which together support what Skeleton Creek series and the Dark Eden app, argues, “Mixing Cahill and McGill-Franzen describe as “transliteracy develop- media is a way to bring kids back to books,” and describes his ment”—the ability to read, write, and interact across multiple hybrid creation as a form of “book evangelism”9 that attracts media platforms. Yet others, such as Meyers, Zaminpaima, and children to reading. Rick Richter, former president of Simon Frederico have found that the absence of longitudinal studies & Schuster and current digital media consultant, described a on such learning means that the actual impact of reading on key advantage with digital formats as appealing “to non-book- these devices remains largely unknown. worms, such as computer and gaming geeks.”10 Meanwhile, these new formats are According to a marketing direc- on the rise. According to a 2012 tor interviewed in 2011, a key goal report by Shuler, Levine, and Ree,6 New ideologies on digital in creating multiplatform books, apps for young people in the iTunes reading, encouraged by which are books that must be read store went from zero available in across multiple media platforms, June 2008 to nearly 700,000 in 2012. publishers and authors, argue was to attract those children who Of those apps, more than 80 per- were more interested in gaming cent in the “education” category that the best way to motivate than in reading.11 target children, and 72 percent of those target preschoolers. readers—especially reluctant This marketer imagined children’s readers—is to blur lines between reading as taking part in a digital In December 2013, Forbes maga- media landscape strewn with com- zine reported that the number books and games. The largest puters, tablets, cell phones, tele- of apps in the iTunes Store had vision, and even print. Publishers reached 1,000,000, with an average transnational publishers, who have made significant financial of 25,000 to 30,000 added monthly.7 investments in digital formats, can afford to produce innovative and there is an assumption on the Some are helping navigate the dig- formats, are lauding electronic part of the publishers that young ital terrain. Lisa Guernsey’s 2012 people enjoy—and even expect— book Screen Time: How Electronic formats and interactive books these multiplatform/transmedia Media—From Baby Videos to formats, especially as e-book use is Educational Software—Affects Your as ways to create readers out on the rise. Young Child speaks calmly and rationally about this phenomenon of children raised on gaming, According to the Pew Internet that (understandably) instills panic who might prefer technology to and the American Life Project, in parents, educators, and caregiv- in January 2014, three in ten ers of young children.8 printed books. Americans read an e-book in the preceding year and half owned an Others, such as blogger Carisa e-reading device.12 This is a sig- Kluver, founder of The Digital Media Diet (http://digitalmedi- nificant increase from the last report of May 2011, in which 12 adiet.com) and Digital Storytime (http://digital-storytime.com) percent of adults [over 18] in the United States owned an e-book and Cen Campbell, founder of Little eLit (http://littleelit.com), reader.13 highlight some of the benefits of quality digital media for young people, and provide resources on how to select and use them. Gamification Explained In the case of books for young people, technology blurs the line between “books” and “games,” as demonstrated in the books Game researchers Sebastian Deterding, Dan Dixon, Rilla and apps explored in this paper. In recent years, the publishing Khaled, and Lennart Nacke describe “gamification” as the “idea industry has struggled—first with closing independent book- of using game design elements in non-game contexts to moti- stores and now with declining superstores, starting with the vate and increase user activity and retention.”14 Writing about demise of Borders in 2011. interaction design and digital marketing, they describe how “vendors now offer ‘gamification’ as a software service layer of Digital formats are seen as new profit centers. New ideologies reward and reputation systems with points, badges, levels and on digital reading, encouraged by publishers and authors, argue leader boards.”15 that the best way to motivate readers—especially reluctant readers—is to blur lines between books and games. The largest Technology enables the use of gamification to motivate people transnational publishers, who can afford to produce innovative in different spheres: from business, to fitness, to charity, to edu- formats, are lauding electronic formats and interactive books cation, and now also to reading. For example, “Recyclebank” as ways to create readers out of children raised on gaming, who (www.recyclebank.com) uses gamification to get people to might prefer technology to printed books. recycle, and the Fitocracy app (www.fitocracy.com) motivates 20 Winter 2014 • Children and Libraries Reading and “Gamification” Figure 1. Clicking on the profile of CobraDark4820 leads to his or her shield, badges, and medals. users to go to the gym by having them earn points and beat Creek series and The 39 Clues series (by assorted authors), quests. In education, the type of “digital game-based learning,” influenced other books, series, and book apps that followed. identified by Marc Prensky in 2001,16 has been experimented Skeleton Creek (grades 6 and up) uses a dual-narration frame- with and adopted by many in the K–12 curriculum. work in which one author, Ryan, narrates via a print journal (i.e., the books), and the other, Sarah uses “vlogs” (video blogs) to communicate her portion of the story. Gamified Books Carman has a background in advertising, technology, and game Arguably, connecting children’s reading experience to play design. In Skeleton Creek, gamification refers to the game-like is not a new concept, and there are many examples of game design of the series, the interplay of the text and the videos, elements in print books, such as in Edward Packard’s Choose and the opportunities for readers to extend the story online on Your Own Adventure series published in the 1980s and 1990s. the “character’s” social media pages (created by the author). Movable books, including pop-ups, are hybrid formats that Beyond the Skeleton Creek franchise, readers participate by elegantly fuse educational elements with play. making their own YouTube parody videos, such as Skeleton Creek: The Ending Pt.1, which mimics the hand-held camera- In 1989, Carolyn S. Brodie and Jim Thomas described print feel of Sarah’s vlogs.18 movable books as coming in “a variety of formats. Many librarians, educators, and authors have extolled their unique Scholastic’s The 39 Clues (grades 4 to 7), first published in 2008, features as well as their educational and entertainment val- is a multiplatform book series consisting of eleven books in ues.”17 Arguably the authors could have been writing about the first series, an integrated website, collector cards, and now book apps.