CHAN Yan Zhi Angie, SID: 20031966, Blog Post 2.

The author examines the rise of a “generational ethos” (Watkins, 2009, p.106) in the media and entertainment industry in which active participation as produsers replace passive consumerism as the preferred code of conduct. In effect, interactivity and the option of customising experiences is highly valued among consumers of media content. In particular, social gaming was highlighted as an example and the author cites statistical evidence and his in-depth interviews with several gamers to illustrate this change in preferences. In fantasy virtual realms, the option of customisation allows consumers to explore different worlds, role-play and recreate their social identities and self-identity in the form of avatars. Despite so, gamers do experience authentic attachment to their virtual friends, and sometimes may prioritise such relationships over friends offline. The author expresses concern over the value of building relationships and “social capital” (Watkins, 2009, p.129) in the virtual realm and the possible consequences as virtual interactions become increasingly and seamlessly integrated into our daily experiences. On a more positive note, he argues in conclusion that this young generation of digital natives are in fact less concerned with the latest technology but instead value relationships of friendship and trust that they build over the course of their online interactions much more.

I would agree that participatory culture and social encounters are undoubtedly taking center stage of our consumption of media and entertainment content. They appeal to us because they offer experiences that are social, interactive and provide space for our imaginations, such that was previously unavailable in relatively passive media forms. While the integration of offline and online experiences has its merits, there is good reason to critically consider the value of our virtual interactions in relation to the health of our society in general as the author has mentioned. As exponential advancements in technology continue to refine immersive digital experiences, what kind of sociological culture would it entail in a broader perspective? For example, the expansion of the use of virtual reality and augmented reality technology continues to fuel this trend of social participation in gaming and media content in general. In view that this trend is going to grow, how can we strike a balance between the positive and negative effects to curb the adverse effects of undesirable media participation?

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References:

Ablanchard. (2015, August 31). Consumers as Producers: How Games and Video Converge to Drive Growth. Retrieved from: https://connect.limelight.com/blogs/limelight/2015/08/31/consumers-as-producers-how-games-and-video-converge-to-drive-growth 

Lee, N. (2016, December 16). Gear VR gets social with Oculus Rooms and Parties. Engadget. Retrieved from: https://www.engadget.com/2016/12/16/oculus-rooms-parties-launch-gear-vr/ 

Watkins, S. C. (2009). We Play: The Allure of Social Games, Synthetic Worlds, and Second Lives. The Young and the Digital: What the Migration to Social-Network Sites, Games, and Anytime, Anywhere Media Means for Our Future (pp. 103 - 131). Boston: Beacon Press.