Advertisement

Subversive Gamification

  • Mathias Fuchs
Chapter
Part of the Gaming Media and Social Effects book series (GMSE)

Abstract

Since the beginning of this decade, Gamification has become a buzzword for marketing, advertising and behavioural management, but also an accurate description of a fundamental shift in modern society: “Gamification is the permeation of society with methods, metaphors and attributes of games” (Fuchs 2012). Graphic game design elements, rule structures and ludic interfaces are exceedingly used by corporations to create and manage brand loyalty and to increase profits. This chapter aims at stirring up common sense notions of gamification as a marketing tool and will discuss alternative artistic concepts, activist tactics and subcultural strategies aiming at a subversive ludification of society.

References

  1. Adorno, T. W. (1995 = 1970, engl. 1984). Ästhetische Theorie. Frankfurt/M.Google Scholar
  2. Adorno, T. W. (1980 = 1951, engl. 1974). Minima Moralia: Reflections from damaged life, (E. Jephcott, Trans., Minima Moralia: Reflexionen aus dem beschädigten Leben). Frankfurt am Main: Suhrkamp.Google Scholar
  3. Althusser, L. (1971). Lenin and philosophy and other essays (B. Brewster, Trans.). In Ideology and ideological state apparatuses. Monthly Review Press.Google Scholar
  4. Bogost, I. (2011). Gamification Is Bullshit! My Position Statement at the Wharton Gamification Symposium. In: Ian Bogost Blog. Retrieved August 8, 2011, from http://www.bogost.com/blog/gamification_is_bullshit.shtml.
  5. Deterding, S., Khaled, R., Nacke, L. E., & Dixon, D. (2011a). Gamification: Toward a definition. Vancouver.Google Scholar
  6. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011b). From game design elements to gamefulness: Defining “gamification”. In Midtrack Conference.Google Scholar
  7. Dragona, D. (2014). Counter-gamification. Emerging forms of resistance in social networking platforms. In M. Fuchs, S. Fizek, N. Schrape & P. Ruffino (Eds.), Rethinking gamification. Lüneburg: Hybrid Publishing.Google Scholar
  8. Escribano, F. (2013). Gamification versus ludictatorship. From sex games to Russian roulette. In Gamfication Conference at Leuphana University, 15 May 2013 (unpublished).Google Scholar
  9. Huizinga, J. (1949, Dutch original 1938). Homo ludens. Homo Ludens: A Study of the Play-Element in Culture. Routledge.Google Scholar
  10. McGonigal, J. (2011). Reality is broken: Why games make us better and how they can change the world. New York: The Penguin Press.Google Scholar
  11. Raessens, J. (2006). Playful identities, or the ludification of culture. In Games and culture (Vol. 1, no. 1, pp. 52–57). Sage Publications.Google Scholar
  12. Sohn-Rethel, A. (1978). Intellectual and manual labour: Critique of epistemology. Macmillan.Google Scholar
  13. Travers, P. L. (1934). Mary Poppins. London: G. Howe.Google Scholar
  14. ‪Weber, M‬. (2002, German original 1905). ‪The protestant ethic and the spirit of capitalism‬. US: Penguin Group‬‬‬‬‬‬‬‬‬‬‬.Google Scholar
  15. Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps. O’Reilly.Google Scholar
  16. Zichermann, G., & Linder, J. (2013). The gamification revolution: How leaders leverage game mechanics to crush the competition. McGraw-Hill Professional.Google Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.Leuphana University, Gamification LabLüneburgGermany

Personalised recommendations