Understanding the Relationship Between Video Game Developers And
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UNDERSTANDING THE RELATIONSHIP BETWEEN VIDEO GAME DEVELOPERS AND THE VIDEO GAME ENTHUSIAST PRESS by ROBERT MARK FURRY A major project submitted in partial fulfillment of the requirements for the degree of MASTER OF ARTS in PROFESSIONAL COMMUNICATION We accept the major project as conforming to the required standard Dr. Joshua Guilar, Faculty Supervisor Date School of Communication & Culture Royal Roads University Dr. Bettina Heinz, Major Project Coordinator Date School of Communication & Culture Royal Roads University Dr. Bettina Heinz, Second Reader Date School of Communication & Culture Royal Roads University Dr. Joshua Guilar, Director Date School of Communication & Culture Royal Roads University Royal Roads University June 2008 © Robert Mark Furry 2008 Library and Bibliotheque et 1*1 Archives Canada Archives Canada Published Heritage Direction du Branch Patrimoine de I'edition 395 Wellington Street 395, rue Wellington Ottawa ON K1A0N4 Ottawa ON K1A0N4 Canada Canada Your file Votre reference ISBN: 978-0-494-44180-0 Our file Notre reference ISBN: 978-0-494-44180-0 NOTICE: AVIS: The author has granted a non L'auteur a accorde une licence non exclusive exclusive license allowing Library permettant a la Bibliotheque et Archives and Archives Canada to reproduce, Canada de reproduire, publier, archiver, publish, archive, preserve, conserve, sauvegarder, conserver, transmettre au public communicate to the public by par telecommunication ou par Plntemet, prefer, telecommunication or on the Internet, distribuer et vendre des theses partout dans loan, distribute and sell theses le monde, a des fins commerciales ou autres, worldwide, for commercial or non sur support microforme, papier, electronique commercial purposes, in microform, et/ou autres formats. paper, electronic and/or any other formats. The author retains copyright L'auteur conserve la propriete du droit d'auteur ownership and moral rights in et des droits moraux qui protege cette these. this thesis. Neither the thesis Ni la these ni des extraits substantiels de nor substantial extracts from it celle-ci ne doivent etre imprimes ou autrement may be printed or otherwise reproduits sans son autorisation. reproduced without the author's permission. In compliance with the Canadian Conformement a la loi canadienne Privacy Act some supporting sur la protection de la vie privee, forms may have been removed quelques formulaires secondaires from this thesis. ont ete enleves de cette these. While these forms may be included Bien que ces formulaires in the document page count, aient inclus dans la pagination, their removal does not represent il n'y aura aucun contenu manquant. any loss of content from the thesis. Canada Video Game Press ii Abstract Herein I use Grounded Theory to examine current state of video game journalism, using examples pulled from publicly accessible information posted by the journalists themselves, and recent works done on video games, new media, and television. I have found video game journalism to be both beholden and infatuated with the video game industry, a nepotistic and dependant niche of journalism. The market for both video games and video game journalism is seen to be growing, but its value as an artistic form is not. The current state of video game journalism demonstrates inadequate coverage for games and gamers outside a certain niche. However, many parallels can be drawn to early years of television, in both the industry and academia. This has lead me to the hope that while there are difficulties in studying the medium now, the understanding and acceptance of ludology and video games will only improve with time. Video Game Press iii Acknowledgements I would first like to thank those who were kind enough to speak with me in the course of this endeavour. Other journalists and developers I would like to express my gratitude to are those who go beyond just their duties to produce text and games to opine on the nature of the industry itself. Without these two groups I could not have written this paper. My classmates also writing their major projects also formed a great support, together we all managed to overcome our individual challenges. My parents for their helpful comments when I looked lost and for letting me be when I was head-down and rushing along. Video Game Press iv Table of Contents Abstract ii Acknowledgements iii Table of Contents iv Introduction 1 Literature Review 3 Method and Limitations 6 Findings 10 Nepotism 10 Art and Money 14 Invisible Gamers 18 Discussion 28 Conclusion 37 References 39 Appendix i 43 Video Game Press 1 Introduction Video games as an entertainment medium are growing at a pace that can spark jealousy from more traditional forms of entertainment. Some of those from those other industries are embracing video games as a means to expand upon their own media presence, witness Steven Spielberg's foray into 'directing' games and Aerosmith, among others, encouraging the expansion of music games such as Guitar Hero and Rock Band. As its own entertainment medium games have their own media, however, upon any look, cursory or in depth, this journalistic niche is nothing like those for movies or music; there are no Roger Eberts or Lester Bangs commenting on this new media. Video games are an entertainment medium born in an era of publicists and media strategies, and as such has a whole new form of relationship between journalists and developers. The journalists covering this medium are more involved in them than perhaps any have been since the emergence of film or television. The generation of journalists has grown up with games and has had an enthusiasm for them for a long enough time that they hold that their jobs of "playing games all day', despite deadlines and pressure, is one of the best jobs they could possibly have. However, these media outlets are subject to endemic advertising, which has the possibility of leading to issues between an outlet's editorial and sales staff. Furthermore, due to the managed nature of a game's publicity before release, media outlets face pressure from developers to post positive scores on preview and review scores on key games as to not upset the company, which is their only source for games from that publisher. The journalists involved in this niche themselves will often debate their own role and the perception of the industry as a whole. I will start with their own picture of Video Game Press 2 themselves, and together with some pre-existing work on video games and new media. Using their publicly accessible debates, I have compiled, coded, and analyzed using grounded theory, the nature of the video game press. With that analysis I will discuss how it is that the journalist/develop dynamic works and the mutual goals that they have. To meet those goals I discuss the barriers they face; nepotism, questions of artistic integrity, and a focus that ignores many of the people who could also be called gamers. Video Game Press 3 Literature Review The academic study of games reached the popular digital press in the August 2006 issue of Wired magazine. "Ludology: n. The academic study of videogames. Taking its name from the Latin word for game, and deriving techniques from literary and film theory, ludology analyzes Ever quest as art and Grand Theft Auto as cultural artefact" (Keats, 2006). With that entry a broader audience became aware that academics were in fact studying games, but what this did not do was tell us how they were being studied and what understandings were being developed. Ludology is an emergent and interdisciplinary field. The study of games can be seen from a meeting of computer science and film studies, such as The Language of New Media (Manovich, 2002), or an economic viewpoint can be used to understand why people spend money on videogames and how they are valued, and the field of psychology seeks to understand the effect of games on players. Those fields, along with sociology, business studies, and communications can also be combined, such as the case for Digital Play (Kline, Dyer-Witheford, & De Peuter, 2003) although that book takes a more Marxist approach to the nature of video game developers than I will take here. Perhaps with so many fields contributing to our understanding of videogames, ludology becomes a term too broad or diffuse to be used. Certainly amongst ludologists there are factions. Summarizing what he sees as a trend, Juul writes, "The new conflict in video game studies is between those who study players and those who study games" (2008). Here I am studying neither the players nor the games, but how those who make and write about them interact and affect games and gamers. The writings of ludologists are then useful for background understanding of the themes of games, but are not core to Video Game Press 4 my work. Similarly, my work may help them develop better understanding of the period between a game being made and being played, but will not be applicable to all of their work. Already mentioned is The Language of New Media (2002), a book where the author Manovich uses video games as an example of his broader concepts on electronic or digital media. The value of his book is the conceptualization of electronic media of having distinct parts, which are both visible to the viewer or player, and invisible working behind the scenes to generate those very images. This separation between the visual and narrative elements and the ludic ones is a theme that is repeated elsewhere in literature. Unit Operations (Bogost, 2006) is another work that seeks to develop a new method of understanding and critiquing media. "I will suggest that any medium ... can be read as a configurative system, an arrangement of discrete, interlocking units of expressive meaning.