Naslov
Educational and Marketing Values of the Digital Hero

Autori
Jukić, Dinko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
QUO VADIS 2023 (Generated by AI) Zborník z vedeckej konferencie / Francistyová, Bianka ; Furtáková, Lucia - Trnava : Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava, 2023, 370-382

ISBN
978-80-572-0330-8

Skup
QUO VADIS 2023 (Generated by AI)

Mjesto i datum
Trnava, Slovačka, 20.04.2023

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Archetype ; Brand ; Digital Game ; Education ; Spider-Man.

Sažetak
The study discusses the educational value of the digital game Marvel’s Spider-Man and Marvel’s Spider-Man: Miles Morales. It is research whether digital play can be taught and to what extent media literacy is essential for understanding the content. The starting point is the hypothesis of educational values according to the Vuk-Pavlović philosophy of education, and they are compared and analysed according to Frye’s understanding of archetypal criticism. The archetype is viewed according to cultural theory in the context of the symbol of the heroic hero, which represents the wider context of growing up. Such a hero represents the archetypal structure of a good, honest, and sincere young man. Also, the study draws a parallel between the superhero brand archetype and the cultural archetype. This means that, according to the archetypal paradigm, the brand also represents a certain story, symbol and meaning that is attached to the individual. The method of connection, identification and communication is characteristic of promoting a brand, but also of promoting certain educational values. Such an identification interdisciplinary combines the digital brand as a pedagogical tool and as a marketing goal.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Pedagogija, Interdisciplinarne humanističke znanosti

POVEZANOST RADA