vid gam adv 2: Quizlett notecards Flashcards
(142 cards)
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Flow
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A state of complete concentration and absorption with the activity at hand
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Key Components of the Level of Engagement
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Story, stickiness factor, visual component, constant decision making process (twitch speed), identify with the characters, psychological engagement
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When was flow first identified?
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1970s
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Flow Theory
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A state of concentration or complete absorption with the activity at hand. There is a balance between the CHALLENGE of the task and the SKILL of the performer. It can only exist in a high challenge, high skill environment. It is also an optimal state of intrinsic motivation. During flow time flies and a type of tunnel vision is created. Flow is also a very enjoyable state.
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What is the outcome of flow?
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Enjoyment
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Flow - Cause, flow and result
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The creator of flow (cause) - clear goals, immediate feedback, skill match
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4 original factors of flow
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Control
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What should occur from the outcome of flow
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Learning, exploratory behavior, enjoyment
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Activities that are most likely to create flow are those that…
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Concrete goals with manageable rules, adjust opportunities for action to our capabilities, provide clear information on how we are doing, screen out distraction and make concentration possible
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When do you experience flow?
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High skill, high challenge
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Presence
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Presence is the actual sense of being there. It can be used to predict flow. Different types of presence - spatial, social and co-presence.
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When do you experience anxiety?
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Low skill, high challenge
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Affective Disposition Theory
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Definition - drama appreciation that is based on the audience’s perception of the characters displayed by the media
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When do you experience boredom?
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High skill, low challenge
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When do you experience apathy?
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Low skill, low challenge
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What was the new challenge to how you experience flow?
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You can still experience flow with boredom and anxiety on either side
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What causes flow?
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Clear Goals
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What happens during flow?
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Concentration of task at hand
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What are the outcomes of flow?
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Loss of self consciousness
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What are the outcomes of the outcomes of flow?
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Exploratory Behavior
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Identification Definition
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A vicarious experience of things that we could not have otherwise have had access to. The audience takes on the role of the character. The audience member UNDERSTANDS and then ADOPTS the GOALS of a character. Identification is a strong predictor of enjoyment and learning.
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Context Dependency
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The context by which we learn something is thought to be recalled better in the context in which it was learned. Example - If I learn new information in a classroom I will remember it better in that classroom.
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Ways to identify with a character (4)
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- Fondness toward the character 2. a realization that a similarity exists 3. Common social situations that exists b/t you and the character (ex. AA identifications increase when they are in a room with ONLY caucasians) 4. Empathy (created by narrative)
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Presence
Sense of being there, loss of connection to reality and transpose to virtual component
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4 DIMENSIONS of identification
1. Empathy 2. Cognitive (sharing the perspective of the character) 3. Motivational (share the goals of the character) 4. self-awareness (a loss of self-awareness during play)
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Co-Presence
The more you interact with humans the greater the realism and presence
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Effects of Identification
1. increase enjoyment of fiction 2. Persuasion 3. Engagement memory 4. Modeling and imitation (demonstrative effect) 5. Learning (illustrative or demonstrative)
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According to Clements/Vorders articles what is presence?
Involvement at a content and medium level
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Traits of characters that encourage identification
People identify with characters with what they WISH to be or whom they are ATTRACTED to rather than what they are or what they do. Heroes are identified with more than villains.
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Medium level
Radio, books, tv, lecture,
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Realism Definition
Absolute perceived realism is defined as the judged likelihood that a depicted event could happen in the world
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How do we measure medium?
Mixed Attribute Perspective
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How do children, older children and adults use realism
Children - physical characteristics
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Content level
Tv show genres, different expectancy values that are manipulated to cause engagement
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What are the 2 different types of Involvement
1. Analytical
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Informational vs. transformations advertising
Informational adv - influences attitudes and beliefs by providing information about the brand and product
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Analytical Involvement
Enjoyment from appreciation: enjoying a concert b/c you appreciate the finesse of the violinist
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Involved Involvement
Enjoyment from emotions and cognition: enjoying a concert b/c it made you happy
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Death with a Story analysis
When a story was present in a violent video game players felt more identified with the character's goals, they felt more present in the game, they had more positive emotional valence and their level or arousal remained higher longer. BUT this means that narrative games affect subsequent aggressive behavior to a greater extent than non-narrative games b/c players are more engaged.
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Affective Disposition Theory (ADT)
Media and entertainment users make moral judgments about characters in a narrative which in turn affects their enjoyment of the narrative
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Enjoyment defined
Indicates a general POSITIVE disposition toward and liking of media content. Enjoyment is important because the greater amount of enjoyment the more resources that we allocate to the activity.
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What are the 7 steps of ADT
1. Perception
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Theory of planned behavior
social influence and social norms. Social influences comes in as our motivation to comply with normal behavior, it can be external or internal. Example of external - friends: I am creating my experience (fit profile) and my friend says "really you are going to lay as a girl"... the amount of enjoyment I receive after that will be decreased.
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Video Game Enjoyment Reading
Read page 21 and 22
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Priming definition
The effects of the content of the media on people's later behavior or judgments related to the content that they were exposed. Priming is done to have a better chance at gaining attention later. Priming is subtle cues in the environment such as product placement. The effects of priming fade over time
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Emotion Definition
Positive and Negative Emotion can influence the effects of what we processes, recall (during and post), and shift attitudes. TWO dimensions of emotion - arousal and valence (good or bad judgement). These dimensions are independent of eachother.
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Negative Memory
The way people think, feel and store information changes after exposure to negative material, visual or auditory. Negative experiences are usually more memorable than positive ones.
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Proactive enhancement
We will remember information quicker and more accurately if it is in the presence of a negative experience because negativity has a profound effect on not only memory but also the memories that follow it
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Retroactive Interference
Impedes memory of events occurring before a negative experience. Information stored up until a point of strong negative emotion will most likely be lost. When the player is experiencing anger, for example, their attention is focused on the source of anger. Players will recall the moment of negative emotion, or incongruence with the content, and all the time spent up to that point will be lost for the advertiser.
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Identification
Where the audience member takes on the role of the character
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Arousal
Arousal is the intensity at which people experience feelings, both positive and negative.
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What are the dimensions of Identification?
Cognitive- The degree to which the audience feels like they understand the character
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Excitation Transfer
Transfer of arousal from one arousing situation to another. A negative video game experience could heighten your sense so that after play, what you are exposed to, your recall of that will be greater after a negative gaming experience rather than a positive one because your senses are alerted to process.
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First Order Cultivation Effects
The effect of the media on statistical descriptions of about the world. Example - your perception or the probably that you are likely to be the victim of a violent crime.
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Second-order cultivation effects
The effect on beliefs on the general nature of the world (mean world syndrome). Example - Grew up watching Walker Texas Ranger. Do you think the world is a good place or a bad place, do you think people are generally mean vs. generally nice.
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Absolute Realism
Absolute realism would be a video game environment that is representive of our real-world. Home Front video game takes place in San Francisco so it seems more real because I have been there and it looks a lot like San Francisco. Cultivation would say that if you were a heavy player of this game that you may think that SF is a violent city.
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What helps encourage identification through game play (2)?
Story narrative
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Understood Realism
Understood realism is disconnected in some way to a player's real-world, though it's understood as being real. We have a perceived reality of what a martin looks like but we have never actually seen one. This has less of an effect b/c it d/n represent an actual reality.
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Cultivation Theory
Suggests that exposure to video game content over time would shape the viewer's perception of reality. An imbalance in race and gender representation in video games would create an environment which a highly represented group is more likely to be recalled than another.
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Influence of literature medium
You can construct your own world within the medium and identify the narrative
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Outgrouping
Groups look for representation of themselves and then compare representations to other groups. Absence of representation for a group would lead to a larger sense of out-grouping, causing them to not be able to identify with the content.
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Influence of film medium
Immerses you within the characters world
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Catharisis
The idea that we use media to purge emotion and or tendencies. Example - If you are a hostile individual you will use violent media to purge hostel thoughts
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Influence of video game medium
Uses pieces of all the different mediums and lets you customize/add to it
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Drench
A SINGLE media exposure will be so strong that it will have the chance to form a polarized attitude
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Heroes Journey
1. Ordinary World
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Representations of gender in games
Males are heavily OVER-represented (about 85 percent) and females are UNDER-represented (about 14 percent). Furthermore, females are typically a secondary sexualized character.
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Representations of race in games
Whites are over-represented (about 80 percent). They are represented more in VG than the actual population. Blacks are slightly underrepresented. Hispanics are significantly underrepresented. Native americans are virtually non-existent in games.
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Types of product placement
1. Associative - The brand is set in the background (imprinting logos on and around a pool table) 2. Illustrative - place the brand in game with prominently feature 3. Demonstrative - is the highest integration and it presents the product in its natural context and invites the consumer to interact with it (avatars in FIFA wear Adidas shoes to promote the functionality of the shoe)
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Explicit vs. Implicit Memory
Explicit - Conscious collection. Use if goal is to increase brand awareness and demonstrate brand benefits. BUT little direct relationship b/t ad recall and consumer behavior
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Strengths and weaknesses of Heroes Journey
Strengths-flexible and can be applied to any genre
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What does narrative depth depend on?
1. Level of interactivity with the story itself
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Social Realism
Believe in the realism of the narrative itself
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Locus of Control
Internalize the control for yourself rather than externalize it to the game
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Place
How well you did in the game
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Pure affect
Just attitude towards the brand
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Brand Cognition
What you think about the brand
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Standard Levels
Levels that are used to contain the typical gameplay and story of a game
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HUBS
levels that are used to connect other levels together
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Boss levels
Contains a game boss and opportunity to get climax points
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Tutorial Levels
1st levels seen in a game
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Bonus Levels
Given as rewards to players for some kind of extra effort
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When designing a level what is being created?
1. The space in which the game takes place
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3 Ways you can map out a new level
1. Space of physical characteristics of the level
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S-Curve
Game that starts out easy, gets really hard soon and then flattens out in difficulty
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Linear
Games that increase with difficulty as levels progress
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Absolute Perceived Realism
The judged likelihood that a depicted event could happen in the real world
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Perceptual Realism
Defines a relationship btwn the player and the image they are experiencing, can combine unreal images and those that are referencially realistic
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Enjoyment
General positive disposition towards media content
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You can like something but not enjoy it T or F
TRUE
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Motivational basis of human activity relies on what 2 systems?
Approach system- activation results in pleasure
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Realism depends on these two factors
1. Sensory Info (look and feel of game)
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What are 3 types of reactions to enjoyment?
Affective
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What creates enjoyment from video games?
Competition
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How do you identify realism in story elements?
Graphics
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Cognitive Model Transfer
As a test of reality one might view objects in a virtual environment like you would in a nongame reality
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Compelling Mixed Reality
The Play
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Physical Reality
The world
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Imaginative reality
The story
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VIrtual reality
The medium
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Priming
The effects of content on peoples later behavior or judgments relating to the content that they were exposed to
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Proactive Enhancement
Remember much more details of a negative experience than a positive one
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Retroactive Enhancement
Impedes memory of events occurring before a negative experience (experience was so negative you dont remember what happened before it)
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Arousal
Intensity at which people experience things
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T/F Arousal has to be associated with emotion
False: Ballet can be enjoyable and affect your emotions but not be arousing
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Excitation Transfer
It doesnt matter where the arousal comes from but you transfer your developed arousal and then apply it to the next arousing situation (linear effect of excitation)
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How does game content influence perceptions?
Cultivation
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Social Learning
We tie emotion to how we're socially learning it increases learning process
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What are two basic dimensions of emotion?
Arousal and valence (good or bad judgement)
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Catharsis
Purging feelings and emotions
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Drench Effect
Experience will be so intense and arousing and will store so much cognition that it will have the power to change attitudes 180 degrees after one exposure
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Drip
Advertising by exposure after exposure (repetition)
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First order cultivation effects
Refers to effects of media on statistical descriptions of the world
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T/F: Cultivation has a higher effect on people who havent been exposed to the situation than those who have
TRUE
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Where does cultivation work best?
Demonstrative/Illustrative
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2nd order Cultivation Effects
The effects of the beliefs of the general nature of the world
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Game Play Content
Violence
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Cultivation Theory
The more content someone is exposed to by media the more they see it as reality
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T/F There is no way to analyze content in video games
TRUE
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Forbidden fruit hypothesis
The more you cant have something the more you want it
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Product Placement (PPL)
The intentional verbal or visual appearance of a brand in programming that is driven by commercial intent
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What are the differences btwn PPL in games and in traditional advertising?
1. No interruptions in consumers gaming experience
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Benefits of PPL in games
Player interactivity and sensory immersion (user control)
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Traffic Drivers
Get you to another site
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Quests
Multiple steps in gameplay and it has ads in it
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Media Integrations
Flash advertisements
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Dynamic In Game Adv (DIGA)
Adv that happens in real time so game developers can adjust it
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Purpose of Brand Placement
Brand exposure, recall, recognition,realism and engagement
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Explicit Memory
Occurs when people consciously attempt to recall information from a specific time period
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Implicit Memory
Occurs without intentional effort to recollect information from a prior time period
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Persuasion Knowledge Model
Target, Agent, Message
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How many exposures to create an impression?
3
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Incongruent ads
Increase recall
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Automatic processing
Stuff we dont control our attention to, we naturally process the information
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Controlled Processing
When you choose to give your attention to something
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Reactive Interference
We focus all the attention on the event and remember what happens afterwards not before
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Dual Code Theory
We have different channels for different senses that we process differently
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3 types of processing for dual code theory
Representational: Direct activation of verbal or non-verbal
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T/F Visual and verbal elements create more recall
TRUE
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Law of Diminishing Returns
BASICALLY you can only add so much of something until you start getting a lower return per unit
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