Naslov
Marketing Semiotics in Digital Games: Myth’s Analysis in The Walking Dead and Heavy Rain

Autori
Jukić, Dinko

Izvornik
Acta Ludologica (2585-8599) 4 (2021), 2; 4-30

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, znanstveni

Ključne riječi
brand, digital game, marketing, myth, semiotic, sign

Sažetak
The paper analyses the significance of the role of parenting and guardianship in the digital games The Walking Dead and Heavy Rain. The aim is to present, analyse and explain the phenomenon of myth, mythical structures in digital games, culture, and brand identity. Barthes’ semiotic theory was used, which analyses constructs through denotation, connotation, and myth. The units of research analysis are scenes from the game that will be presented, described, interpreted, and understood by deconstruction analysis. In the first part, the phenomenon of myth is theoretically elaborated, and then the mythic structure in digital games is analysed. The focus is on myth as a phenomenon, which from a pedagogical point of view, shows the role of parenting and guardianship. Also, the analysis of the connotative sign shows the influence of the media on digital culture, but also on the creation of elements of brand identity of digital games. We will confirm these theses by analysing the content of the mythical structure. The unit of analysis is the mise-en-scène and refers to everything that interacts with the digital game and the player. The central concept is a semiotic analysis of the psychological concept of fidelity that is connected to the model of brand identity through the model of attachment. Finally, through a semiotic analysis of the attachment construct, the attachment construct from the aspect of brand identity is also presented. The brand was observed according to J. N. Kapferer’s theory and analysed at the message and sign level. The contribution of this study is manifested in an interdisciplinary approach to work through marketing, psychology, pedagogy, media theory and semiotic

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Pedagogija, Interdisciplinarne društvene znanosti

POVEZANOST RADA