An opportunity for in-game ad placement: The history of the video game industry interpreted through the meaning lifecycle

Heather M. Schulz, Matthew S. Eastin

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations

Abstract

It is argued here that the potential connections video game advertisers can build with consumers makes this new medium a strong force in the digital media world. A meaning-based model is introduced to explain the fluctuation of meaning over time, which is caused by the individual and social interpretation and integration of signs and symbols. The history of video games will be comprehensively interpreted through this model to explain the active identification going on between consumers and video games.

Original languageEnglish (US)
Title of host publicationHandbook of Research on Digital Media and Advertising
Subtitle of host publicationUser Generated Content Consumption
PublisherIGI Global
Pages480-490
Number of pages11
ISBN (Print)9781605667928
DOIs
StatePublished - 2010
Externally publishedYes

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)

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