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The Cosplay Phenomenom in Intentions of Art Marketing

ABSTRACT:
Since the 1980s, the cosplay phenomenon has become a significant aspect of popular culture mainly in Japan, but also in other parts of Asia and in the Western world as well. Nowadays, cosplay events are the most common feature of various fan conventions and there are also dedicated conventions, such as local and international competitions. Websites, social networks, and other forms of social media centred on cosplay activities are just as popular places for the presentation of cosplayers work, and also for cosplay fan conventions. We encounter the definition of this phenomenon mainly in sociological studies, but in its definition from a marketing point of view, and also in term of art studies is less frequent in an academic environment. In the presented study, we look at the cosplayer as an artist with the possibility to become a brand. Cooperation with cosplayers is attractive for different categories of products, not only directly connected with popular culture, e.g., cooperation with bank institutions. On the other hand, it is really necessary to underline the connection with products and texts of popular culture. In the case of self-promotion of cosplayers, games, movies and other pop-culture festivals and events take really important place. This study aims to present a theoretical reflection of the cosplay phenomenon from the perspective of art marketing, as a potential basis for the further research in this area. The situation is illustrated by practical examples.

KEY WORDS:
art marketing, cosplay, digital culture, performance art, personal brand, social media.

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“Table Talk”: Defining Metadiscourse of Analog Games

ABSTRACT:
This paper discusses the communication in tabletop role-playing games that we call metadiscourse. Prior study of gaming and the act of play prove that the space is inherently social. However, we speculate that, through metadiscourse, the social aspect of the tabletop role-playing game is central to group cohesion and perpetuation of the gaming subculture. Metadiscourse involves conversation not linked to the current game but could be cordial and relational, critical, or completely unrelated to the game. However, it is an informal conversation that would not occur if there was no game. In metadiscourse there are determinations of gaming capital, or elements of value. Participation in metadiscourse allows an individual to feel included in the game and gaming subculture. However, metadiscourse demonstrates a level of gaming capital through situatedness and affordances that can act as a gatekeeping function for individuals.

KEY WORDS:
discourse, game capital, popular culture, sociology, tabletop role-playing games.

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Stereotypical Negative Female Gender Roles in Digital Games

ABSTRACT:
Digital games represent a new media form dominated by men, either as characters or as players. The perception of digital games as ‘Boys’ Fun’ has been denied by the latest research that points to the fact that women are increasingly accessing this medium. But the analysis of digital games shows that gender roles appear in this media as real-world stereotypes. It means that there is discrimination against women who often have a passive role, whether they appear as victims or as sexual objects. When they are not damsels in distress helplessly awaiting their saviour or playing heroines, then, they are most often portrayed as rebellious beauties with oversized dimensions. The subject of this paper is female representation in digital games. Authors used content analysis of 30 digital games with female protagonists, published at J Station, to examine the female gender roles in such digital games. The aim of the empirical study is to demonstrate that the elements of gender discrimination are present in digital games and that they can lead to the creation of harmful stereotypes against women.

KEY WORDS:
digital games, discrimination, female, gender roles, stereotype.

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

ABSTRACT:
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. R. Barthes’ semiotic theory was used, which analyses constructs through denotation, connotation, and myth. The units of research analysis are scenes from the games 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 semiotics.

KEY WORDS:
brand, digital game, Heavy Rain, marketing, myth, semiotic, sign, The Walking Dead.

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