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Hate Speech Produced by Players in Digital Game Ads

Year 2023, , 34 - 62, 15.04.2023
https://doi.org/10.18094/josc.1203241

Abstract

ABSTRACT
As a problem that we encounter in every aspect of daily life and that harms social cohesion, hate speech appears not only face-to-face but also in all new media channels along with technological developments. These discourses are frequently encountered, including in the digital game industry, which is one of the entertainment areas with the most users of our age. Especially in video sharing platforms where digital game advertisements are published, these discourses are frequently encountered. The aim of this study is to reveal the hate speech produced by consumers through an online video sharing site and what kind of discourses come to the fore. The study is a qualitative study and the comments made by the users on the advertisements were analyzed with the critical discourse analysis method of Teun A. Van Dijk. Game ads with the most views, dislikes and bad comments on the YouTube video sharing platform were included in the research universe. Among these ads, 4 different types of game ads that received the highest number of negative comments and dislikes were chosen as samples. In the study, the number of advertisement comments and dislikes were taken from Youtube by using the MAXQDA program. It has been found that hate speech is widely used in online video sharing sites and hate towards the game or the company is reflected through advertisements. has been reached.

References

  • Abt, C. C. (1987). Serious games. University Press of Amerika.
  • Apperley, T. H. (2006). Genre and game studies: Toward a critical approach to video game genres. Sage Journal, 6-23.
  • Banks, J. (2015). Object, me, symbiote, other: A social typology of player-avatar relationships. First Monday.
  • Belk, R. W. (2013). Extended self in a digital world. Journal Of Consumer Research, 477-500.
  • Bernardes, C., Fernandes , H., Henrique Bonaldi, V., & Nesteriuk , S. (2016). Jogo Sujo: Violência verbal e liberdade de expressão nos games. SBC – Proceedings of SBGames 2016, 1119-1122.
  • Binark, M. (2010). Yeni medyada nefret söylemi. Kalkedon yayınları.
  • Binark, M., & Bayraktutan Sütcü, G. (2008). Kültür endüstrisi olarak dijital oyun. Kalkedon.
  • Binark, M., & Bayraktutan Sütçü, G. (2008). Silkroad online’da sanal cemaat inşası ve Türk klan kimliği. inet-tr’08 - XIII. Türkiye’de İnternet Konferansı Bildirileri (s. 105-114). Ankara: Orta Doğu Teknik Üniversitesi.
  • Breuer, J. (2017). Hate speech in online games. Researchgate, 107-112.
  • Cicchirillo, V., & Mabry, A. (2016, Haziran 6). Advergaming and healthy eating involvement how healthy eating inclinations impact processing of advergame content. emeraldinsight.com: https://www.emerald.com/insight/content/doi/10.1108/IntR-04-2014-0091/full/html adresinden alındı.
  • Clarke, R. I., Lee, J. H., & Clark, N. (2017). Why video game genres fail: A classificatory analysis. Sage Journals, 445-465.
  • Çomu, T. (2010). Yeni medyada nefret söylemi. Kalkedon.
  • Deglin, G. (2013, Ocak 2). Venturebeat. Venturebeat: https://venturebeat.com/2013/09/30/chipotlescarecrow-isthe-future-of-advergaming-on-mobile/. adresinden alındı.
  • Deglin, G. (2013, Eylül 30). Venturebeat. Venturebeat.com: https://venturebeat.com/business/chipotlescarecrow-is-the-future-of-advergaming-on-mobile/ adresinden alındı.
  • Diablo (Yöneten). (2018). Diablo immortal cinematic trailer [Reklam Filmi]. Youtube. https://www.youtube.com/watch?v=RtSmAwpVHsA adresinden alındı
  • Dikmen, E. Ş. (2022). Televizyonun değişen yüzü: TwitchTV ve yeni nesil yayıncılık. Selçuk İletişim, 15(1), 27-55. doi:https://doi.org/10.18094/josc.987200
  • Dmitri , W., Martins, N., Consalvo, M., & Ivory, J. (2009, Temmuz 21). The virtual census: representations of gender, race and age in video games. Sage Journal, s. 815-834.
  • Duty, C. O. (Yöneten). (2016). Official call of duty infinite warfare reveal trailer [Sinema Filmi]. Youtube. https://www.youtube.com/watch?v=EeF3UTkCoxY&t=2s adresinden alındı.
  • Grizzle , A., & Perez Tornero, J. (2016). Media and information literacy against online hate, radical, and extremist content. Media and information literacy: reinforcing human rights, countering radicalization and extremism, s. 179-200.
  • Gunwoo, Y., Duff, B., & Ryu, S. (2013). Gamers just want to have fun? Toward understanding of the online game acceptance. Journal of Applied Social Psychology, 1814-1826.
  • Hofackera, C. F., Ruyter, K. d., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Elsevier, 25-36.
  • Huizinga, J. (2003). Homo ludens: A study of the play element in culture. Routledge.
  • Kemps, S. (2022). Digital 2022: Global overview report. Datareportal. https://datareportal.com/reports/digital-2022-global-overview-report adresinden alındı.
  • Kerr, A. (2006). The business and culture of digital games gamework/gameplay. maynoothuniversity.ie: chromeextension://efaidnbmnnnibpcajpcglclefindmkaj/http://mural.maynoothuniversity.ie/2121/1/Digital_Games_as_Cultural_Industry_chapt_3_pre-pub.%E2%80%A6.pdf adresinden alındı.
  • Kinard, B. R., & Hartman, K. B. (2013). Are you entertained? The impact of brand integration and brand experience in television related advergames. Journal of Advertising, 196-203.
  • Klang, M. (2010). Avatar: From deity to corporate property. Information Communication & Society, 389-402.
  • Mallinckrodt, V., & Mizerski, D. (2007). The effects of playing an advergame on young children's perceptions, preferences and requests. Journal of Advertising, 87-100.
  • Newzoo. (2019, Ocak 5). Newzoo.com. Newzoo.com: https://newzoo.com/insights/rankings/top-10-countries-by-game-revenues adresinden alındı.
  • Newzoo. (2021, Mayıs 6). Newzoo. Newzoo.com: https://newzoo.com/insights/articles/global-gamesmarket-to-generate-175-8-billion-in-2021-despite-a-slight-decline-the-market-is-ontrack-to-surpass-200-billion-in-2023 adresinden alındı.
  • Packard, A. (2012). Digital media law. Wiley.
  • Perreault, M. F., Perreault, G. P., Jenkins, J., & Morrison, A. (2016, Aralık 16). Depictions of female protagonists in digital games: A narrative analysis of 2013 DICE award-winning digital games. Sage Journals, s. 843-860.
  • Salen, K., & Zimmerman, E. (2003). Rules of play game design fundamentals. MIT Press.
  • Silver, D. (Yöneten). (2016). Mighty no.9 trailer: Masterclass [Reklam Filmi]. Youtube. https://www.youtube.com/watch?v=YngbHOz--oc adresinden alındı
  • Simon, K. (2022, Ekim 7). Datareportal.com. Datareportal.com: https://datareportal.com/reports/looking-ahead-to-what-2023-holds adresinden alındı
  • SinrothGaming (Yöneten). (2011). Pepsiman PS1 gameplay [Reklam Filmi]. Youtube. https://www.youtube.com/watch?v=v9lgBLG119s adresinden alındı.
  • Stuart, H. (2009). Social deviance. Polity Press.
  • Taylor, C. (2019). www.forbes.com. www.forbes.com: https://www.forbes.com/sites/charlesrtaylor/ 2019/05/14/why-advergames-can-be-dominant-onsocial-media-lessons-from-popsockets/#190aa04b2a31 adresinden alındı.
  • Tracy, H., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environtment. Journal of Services Marketing, 533-546.
  • Turkle, S. (1995). Life on the screen: Identity in the age of the internet. MIT Press.
  • Waiguny, M., Nelson, M., & Marko, B. (2013). How advergame content influences explicit and implicit brand attitudes: when violence spills over. Journal of Advertising, 155-169.
  • Watanabe, H., Bouazizi, M., & Ohtsuki, T. (2018). Hate speech on twitter: A pragmatic approach to collect hateful and offensive expressions and perform hate speech detection. IEEE Access, 13825-13835.
  • Yıldız, A. B. (2022). Dijital oyunlarda toplumsal hafıza inşasının göstergebilimsel analizi. Selçuk İletişim, 15(2), 767-800. doi:https://doi.org/10.18094/josc.1115717
  • Youtube. (2020, Eylül). Youtube, nefret söylemi politikası. https://support.google.com/: https://support.google.com/youtube/answer/2801939?hl=tr adresinden alındı.
  • Zhang, Z., & Lei, L. (2019). Hate speech detection: A solved problem? The challenging case of long tail on Twitter. Semantic Web, 1-21.

Dijital Oyun Reklamlarında Oyuncular Tarafından Üretilen Nefret Söylemleri

Year 2023, , 34 - 62, 15.04.2023
https://doi.org/10.18094/josc.1203241

Abstract

ÖZ
Gündelik yaşamın her alanında karşılaştığımız ve toplumsal anlamda birlikteliği zedeleyen bir sorun olarak nefret söylemi, sadece yüz yüze değil teknolojik gelişmeler ile birlikte tüm yeni medya mecralarında karşımıza çıkmaktadır. Çağımızın en çok kullanıcıya sahip olan eğlence alanlarından birisi dijital oyun sektöründe dahil bu söylemlerle sık sık karşılaşılmaktadır. Özellikle dijital oyun reklamlarının yayınlandığı video paylaşım platformlarında bu söylemlere sık sık rastlanılmaktadır. Bu çalışmanın amacı reklamlar üzerinden bir çevrimiçi video paylaşım sitesi aracılığıyla tüketicilerin ürettikleri nefret söylemleri ve ne gibi söylemlerin ön plana çıktığını ortaya koymaktır. Çalışma nitel bir çalışma olup kullanıcıların reklamlara yaptıkları yorumları Teun A. Van Dijk’in eleştirel söylem analizi yöntemi ile analiz edilmiştir. Youtube video paylaşım platformu üzerinden en fazla görüntülenme, beğenmeme ve kötü yorum alan oyun reklamları araştırma evrenine dâhil edilmiştir. Bu reklamlar içerisinden en fazla olumsuz yorum ve beğenmeme sayısı alan 4 farklı türden oyun reklamı örneklem olarak seçilmiştir. Çalışmada MAXQDA programı kullanılarak Youtube üzerinden reklam yorumları ve beğenmeme sayısı çekilmiştir. Çevrimiçi video paylaşım sitelerinde nefret söyleminin çok yaygın bir şekilde kullanıldığı ve reklam aracılığıyla oyuna veya firmaya olan nefretin yansıtıldığı bulgusuna ulaşılmış ve bunun sonucunda kullanıcılar tarafından yapılan kötü yorumlar çerçevesinde, toplumun ve internet kullanıcılarının bilinçlendirilmesi ve bu çerçevede tüm internet kullanıcılarına yeni medya okuryazarlığı eğitiminin verilmesi gerektiği sonucuna varılmıştır.

References

  • Abt, C. C. (1987). Serious games. University Press of Amerika.
  • Apperley, T. H. (2006). Genre and game studies: Toward a critical approach to video game genres. Sage Journal, 6-23.
  • Banks, J. (2015). Object, me, symbiote, other: A social typology of player-avatar relationships. First Monday.
  • Belk, R. W. (2013). Extended self in a digital world. Journal Of Consumer Research, 477-500.
  • Bernardes, C., Fernandes , H., Henrique Bonaldi, V., & Nesteriuk , S. (2016). Jogo Sujo: Violência verbal e liberdade de expressão nos games. SBC – Proceedings of SBGames 2016, 1119-1122.
  • Binark, M. (2010). Yeni medyada nefret söylemi. Kalkedon yayınları.
  • Binark, M., & Bayraktutan Sütcü, G. (2008). Kültür endüstrisi olarak dijital oyun. Kalkedon.
  • Binark, M., & Bayraktutan Sütçü, G. (2008). Silkroad online’da sanal cemaat inşası ve Türk klan kimliği. inet-tr’08 - XIII. Türkiye’de İnternet Konferansı Bildirileri (s. 105-114). Ankara: Orta Doğu Teknik Üniversitesi.
  • Breuer, J. (2017). Hate speech in online games. Researchgate, 107-112.
  • Cicchirillo, V., & Mabry, A. (2016, Haziran 6). Advergaming and healthy eating involvement how healthy eating inclinations impact processing of advergame content. emeraldinsight.com: https://www.emerald.com/insight/content/doi/10.1108/IntR-04-2014-0091/full/html adresinden alındı.
  • Clarke, R. I., Lee, J. H., & Clark, N. (2017). Why video game genres fail: A classificatory analysis. Sage Journals, 445-465.
  • Çomu, T. (2010). Yeni medyada nefret söylemi. Kalkedon.
  • Deglin, G. (2013, Ocak 2). Venturebeat. Venturebeat: https://venturebeat.com/2013/09/30/chipotlescarecrow-isthe-future-of-advergaming-on-mobile/. adresinden alındı.
  • Deglin, G. (2013, Eylül 30). Venturebeat. Venturebeat.com: https://venturebeat.com/business/chipotlescarecrow-is-the-future-of-advergaming-on-mobile/ adresinden alındı.
  • Diablo (Yöneten). (2018). Diablo immortal cinematic trailer [Reklam Filmi]. Youtube. https://www.youtube.com/watch?v=RtSmAwpVHsA adresinden alındı
  • Dikmen, E. Ş. (2022). Televizyonun değişen yüzü: TwitchTV ve yeni nesil yayıncılık. Selçuk İletişim, 15(1), 27-55. doi:https://doi.org/10.18094/josc.987200
  • Dmitri , W., Martins, N., Consalvo, M., & Ivory, J. (2009, Temmuz 21). The virtual census: representations of gender, race and age in video games. Sage Journal, s. 815-834.
  • Duty, C. O. (Yöneten). (2016). Official call of duty infinite warfare reveal trailer [Sinema Filmi]. Youtube. https://www.youtube.com/watch?v=EeF3UTkCoxY&t=2s adresinden alındı.
  • Grizzle , A., & Perez Tornero, J. (2016). Media and information literacy against online hate, radical, and extremist content. Media and information literacy: reinforcing human rights, countering radicalization and extremism, s. 179-200.
  • Gunwoo, Y., Duff, B., & Ryu, S. (2013). Gamers just want to have fun? Toward understanding of the online game acceptance. Journal of Applied Social Psychology, 1814-1826.
  • Hofackera, C. F., Ruyter, K. d., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Elsevier, 25-36.
  • Huizinga, J. (2003). Homo ludens: A study of the play element in culture. Routledge.
  • Kemps, S. (2022). Digital 2022: Global overview report. Datareportal. https://datareportal.com/reports/digital-2022-global-overview-report adresinden alındı.
  • Kerr, A. (2006). The business and culture of digital games gamework/gameplay. maynoothuniversity.ie: chromeextension://efaidnbmnnnibpcajpcglclefindmkaj/http://mural.maynoothuniversity.ie/2121/1/Digital_Games_as_Cultural_Industry_chapt_3_pre-pub.%E2%80%A6.pdf adresinden alındı.
  • Kinard, B. R., & Hartman, K. B. (2013). Are you entertained? The impact of brand integration and brand experience in television related advergames. Journal of Advertising, 196-203.
  • Klang, M. (2010). Avatar: From deity to corporate property. Information Communication & Society, 389-402.
  • Mallinckrodt, V., & Mizerski, D. (2007). The effects of playing an advergame on young children's perceptions, preferences and requests. Journal of Advertising, 87-100.
  • Newzoo. (2019, Ocak 5). Newzoo.com. Newzoo.com: https://newzoo.com/insights/rankings/top-10-countries-by-game-revenues adresinden alındı.
  • Newzoo. (2021, Mayıs 6). Newzoo. Newzoo.com: https://newzoo.com/insights/articles/global-gamesmarket-to-generate-175-8-billion-in-2021-despite-a-slight-decline-the-market-is-ontrack-to-surpass-200-billion-in-2023 adresinden alındı.
  • Packard, A. (2012). Digital media law. Wiley.
  • Perreault, M. F., Perreault, G. P., Jenkins, J., & Morrison, A. (2016, Aralık 16). Depictions of female protagonists in digital games: A narrative analysis of 2013 DICE award-winning digital games. Sage Journals, s. 843-860.
  • Salen, K., & Zimmerman, E. (2003). Rules of play game design fundamentals. MIT Press.
  • Silver, D. (Yöneten). (2016). Mighty no.9 trailer: Masterclass [Reklam Filmi]. Youtube. https://www.youtube.com/watch?v=YngbHOz--oc adresinden alındı
  • Simon, K. (2022, Ekim 7). Datareportal.com. Datareportal.com: https://datareportal.com/reports/looking-ahead-to-what-2023-holds adresinden alındı
  • SinrothGaming (Yöneten). (2011). Pepsiman PS1 gameplay [Reklam Filmi]. Youtube. https://www.youtube.com/watch?v=v9lgBLG119s adresinden alındı.
  • Stuart, H. (2009). Social deviance. Polity Press.
  • Taylor, C. (2019). www.forbes.com. www.forbes.com: https://www.forbes.com/sites/charlesrtaylor/ 2019/05/14/why-advergames-can-be-dominant-onsocial-media-lessons-from-popsockets/#190aa04b2a31 adresinden alındı.
  • Tracy, H., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environtment. Journal of Services Marketing, 533-546.
  • Turkle, S. (1995). Life on the screen: Identity in the age of the internet. MIT Press.
  • Waiguny, M., Nelson, M., & Marko, B. (2013). How advergame content influences explicit and implicit brand attitudes: when violence spills over. Journal of Advertising, 155-169.
  • Watanabe, H., Bouazizi, M., & Ohtsuki, T. (2018). Hate speech on twitter: A pragmatic approach to collect hateful and offensive expressions and perform hate speech detection. IEEE Access, 13825-13835.
  • Yıldız, A. B. (2022). Dijital oyunlarda toplumsal hafıza inşasının göstergebilimsel analizi. Selçuk İletişim, 15(2), 767-800. doi:https://doi.org/10.18094/josc.1115717
  • Youtube. (2020, Eylül). Youtube, nefret söylemi politikası. https://support.google.com/: https://support.google.com/youtube/answer/2801939?hl=tr adresinden alındı.
  • Zhang, Z., & Lei, L. (2019). Hate speech detection: A solved problem? The challenging case of long tail on Twitter. Semantic Web, 1-21.
There are 44 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Mustafa Merdin 0000-0003-4698-0342

Publication Date April 15, 2023
Submission Date November 12, 2022
Published in Issue Year 2023

Cite

APA Merdin, M. (2023). Dijital Oyun Reklamlarında Oyuncular Tarafından Üretilen Nefret Söylemleri. Selçuk İletişim, 16(1), 34-62. https://doi.org/10.18094/josc.1203241