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 language||English (US)|
|Title of host publication||Handbook of Research on Digital Media and Advertising|
|Subtitle of host publication||User Generated Content Consumption|
|Number of pages||11|
|State||Published - 2010|
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)