Assessment · Assessment 3 · Uncategorized

Social media games: Connected or disconnected from the real world?

Social media games are games we play in social media networks. Compared with traditional games, they are not only for entertainment but also for relationship building (Hinton&Hjorth, 2013, p. 99). Social media games are casual games which can be enjoyably played without demanding high level of attention (Hinton&Hjorth, 2013, p. 103). Players of social media games have different motivations and the demographics are changed compared with conventional computer games. Social media games have many distinct characteristics.

social-network-games-on-facebook-and-googleFirstly, they are generally easy to learn and you don’t need to be a game master to get involved. You will find it much easier to be engaged and you are less likely to leave the game out of frustration (Hinton&Hjorth, 2013, p. 103). Research (Contestabile) shows this is probably the reason why social media games appeal more older demographic (age from 30-60, with the average of 43 years old, female). Because they are easier to grasp and advance through a short period of time. You won’t get hash punishment for failure in social media games. They normally set much easier challenges, unlike those hard computer games and they will reward players for every improvement. There is generally no final winner or loser in social media games so players don’t need to be fear of fail.

Secondly, social media games are light-attention mode of engagement (Hinton&Hjorth, 2013, p. 104) and also allow “Asynchronous gameplay”. This feature is also recognised as one of the most distinctive characteristic of casual games. This means players don’t even need to arrange a period of specific time to play. Instead, they can play when they have work break, when they are waiting for the bus, when they are watching television or even when they go to the washroom. They also don’t require players of the same community to play at the same time. So social media games allow players to be present in two different social places at once, thus making boundary between work and leisure blur (Hinton&Hjorth, 2013, p. 104). Our life is full of time fragments and this enables us to play social media games at any time, any places and any occasion. 71fec969gw1ew13p82m3sj20go0b3aap

In addition, social media games represent the new economics of game production. They are not only popular but also can be as profitable as PC-based conventional games. They can generate revenue from advertising, in-game purchases and promotional marketing (Shin and Shin, 2011, cited in Hinton&Hjorth, 2013, p. 107). Generally lower cost is required to develop a social media game but the outcome is tremendous. SNSs such as Facebook can provide social media game developers extra benefits. For example, developers are able to gain access to their players’ friends’ lists if they develop social media games for Facebook. This enables developers to collect more data and get access to more potential customers.

Happy Farm was a famous social media game in China. It is almost one of the most popular MMOGs in record. At the height of its popularity, there were 23 million daily active users logging on to the Happy Farm everyday (Happy Farm, 2009). In the game, players can grow crops in their farm, trade with other players, sell their produce and even steal from neighbours. A player can use real money to do in-game purchases for virtual goods such as seeds for their farm. In-game purchases are small payments made by players to increase their utility within their games (Hinton&Hjorth, 2013, p. 107). Zynga has said before that in-game purchases can account for as much as 90 percent of their revenue (Hinton&Hjorth, 2013, p. 107).

Finally, which makes social media games unique lies in its social dimension. Because such MUDs (multi-user games called multi-user dungeons/domains) can produce online communities and forms of rich online sociality (Reid, 1995, cited in Hinton&Hjorth, 2013, p. 101). For example, players can build forums to discuss games and also develop user-generated content thus becoming part of game creators.

However, it is controversial on whether or not players have more social interaction motivation in social media games. Some believe that social motivation is the most significant reason for people to play social media games. While others argue that relaxation and enjoyment are actually the main motivation to for users to play (ISG study, 2010, cited in (Hinton&Hjorth, 2013, p. 111).

This difference also brings out another question: Will social media games really help us to social in the reality? Some argue that social media games may not be as social as they seem to be. Rossi (2009, Hinton&Hjorth, 2013, p. 112) thinks that there are at least two kinds of friends in social media games: real friends and instrumental friends. The latter are those friends only existing within social media networks rather than in reality, playing the role of instrument only to help with the game, instead of building intimate relationship.

However, Hinton and Hjorth’s (2013) case study on Happy Farm shows that social media games do play a significant role in social interaction in reality. They believe that the popularity and success of Happy Farm to some extent relate to the context of Chinese society (Hjorth and Arnold 2012, cited in Hinton&Hjorth, 2013, p. 113). Communist theory, Marxist and Maoist philosophy are still a major part of Chinese educational system and Chines students have a firm understanding of these. While Happy Farm’s design mechanic is a capitalism model. In this game players can equip themselves with the morally questionable practices of theft to increase their personal wealth, which is strictly forbidden in communist theory.

4ac8b98297a59One of the main element of Happy Farm is to steal other players’ produce when they are offline, which is a doubtable moral stand. Hinton and Hjorth (2013) think this could be the main function to maintain Chinese players in the game. Many players will keep the game open on their desktop when they are at work, to avoid their farm being stolen. Social interactions are also encouraged in this game. For example, players who help their friends manage their farms can be rewarded.

The demographic changes in Happy Farm game. Instead of young players, the fastest increasing demographics are parents and even grandparents (Hinton&Hjorth, 2013, p. 116). And research shows that this demonstrates the need of inter-generational communication in China. Young players who don’t have time to take care of their farms all the time can ask their parents, uncles, aunts or grandparents to help them and their families are willing to help in this way. So Hinton and Hjorth (2013) believe that this Happy Farm game reveals China’s reality: the tension between the young generation and their families due to the socio-economic mobility. Because the young generation in China have to work in those big business-centred cities such as Beijing, Shanghai, Guangzhou and Shenzhen. They are lack of communication with their families and the inter-generational gap between them are larger. In addition, Hinton and Hjorth (2013) think China’s surprisingly high real-estate prices make Happy Farm a nostalgic fantasy which also demonstrates the public’s need in reality.

So are social media games connected or disconnected from our real world? Some scholars believe that games are separate from reality and the game world are only relate to play so players are completely free to try and to fail without fear (Huizinga et. al, cited in Hinton&Hjorth, 2013, p. 103). While on the contrary, Malaby believes that games can be recognised as a mode of experiencing reality (Malaby, 2007). Thus there is no reason to totally detach games from the real world.

All games are developed by human. We are living in a real world and necessarily affected by social factors. So I believe that all games will to some extent reflect reality, especially social media games, as there are more social interactions in social media games. The social influences in reality, such as political model, educational model, moral standard and social value, are unlikely not to be hidden in the games, somewhere in some way.

References:

Hinton, S. & Hjorth, L. (2013). Understanding Social Media, SAGE Publications

Contestabile, G.B. (no date). What are the primary demographics (gender, age, ethnicity, etc) of the average social game enthusiast? Retrieved from

https://www.quora.com/Zynga-company-What-are-the-primary-demographics-gender-age-ethnicity-etc-of-the-average-social-game-enthusiast

Happy Farm (2009) Retrieved from

http://game.dayoo.com/200911/20/68602_100420554.htm

Malaby, T.M. (2007). Beyond Play: A New Approach to Games

Games and Culture, Vol2(2), 95-113.

http://gac.sagepub.com/cgi/content/abstract/2/2/95

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4 thoughts on “Social media games: Connected or disconnected from the real world?

  1. From my perspective, the article written by Jasmine is good. The structure is clear and the supporting example ‘happy farm’ is simple but convincing.

    For one thing, I agree with the view that social media game stimulates the real social interaction and communication among people and it reflect social reality somewhat. Obviously, almost all of the social media games are rooted in real society .For example ,the social media game ‘Gunz Dash ’ published by Tencent in China. The inspiration of the game is people’s love of running and parkour. In this game, the ranks of our friends are open and friends are allowed to give some of their awards to each other. Through the exchanges and competition in virtual space, people start to care each other more and communicate more. Consequently, establishing a more intimate relationship. Therefore, social media game is definitely related to the real space and the real society where the players live.

    For another , I disagree with the view that social media game blur the boundary between work and leisure due to people can play social media games at any time, any places and any occasion due to they are more casual and easier to play compared with traditional online games. I think the nature of social media game is a kind of new style of entertainment and sociality. If the social media game blurs the boundary of entertainment and working, then its nature and function change. The change may hinder the further development of social media game.

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    1. Hi, Thanks for your comment. I’m very happy to read this..I can see your personal experience and critical analysis on social media games..The area you disagree is also what I’m interested in. You actually give me inspiration and make me think more about it..

      Here are one relevant interesting theory I want to share with you.
      Malaby suggests that the division of work and play into separate spheres maybe a cultural artefact, rather than a universal distinction. He then quotes other scholars’ point of view that: the distinction between work and play is a ‘modernist affectation’ which results from the nineteenth-century construction of the idea of work.

      I think this theory is very interesting. I feel that he even don’t think work and play should be defined as two totally different spheres. Maybe work is another kind of play and play (like social media games) can also be recognised as a different kind of work. And I kind of agree..

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  2. Your article describes the easy-to-learn, light-attention mode of engagement and asynchronous gameplay characteristics of social media games very well. Although social media games are made available on social network sites like Facebook whose structure is designed to support social interactions among players, I agree with your point that it is controversial whether players become more social. So far as I come across, the motivation for players of popular Facebook games such as Candy Crush and Subway Surfers is skewed towards relaxation and entertainment rather than social interaction. You have used the Happy Farm example to demonstrate how a game can potentially facilitate inter-generational communication, but I find it worth noting that this type of interaction you mentioned actually takes place in the offline environment. In that case, perhaps the value of building social media games on social network sites is lost since playing traditional games could do the same? With regards to this aspect, I would like to share with you Nintendo’s newly launched and first mobile app called Miitomo. The gameplay of Miitomo is similar to the concept of Tomodachi Life where you create your own Mii avatars, but with the additional function to engage in fun conversations with friends of your network. For more details about how Miitomo works, you could visit http://www.techradar.com/au/news/gaming/what-it-s-like-to-play-miitomo-nintendo-s-first-smartphone-game-1317960#. However, some players of Miitomo have commented that it overly focuses on the social dimension with minimal focus on gaming. As illustrated in this example, perhaps gaming and socializing are on two ends of the same spectrum?

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    1. Great. I really need this. I guess you are a game master…
      Thanks for your games recommendation and I want to have a try later..
      I’ll let you know how it goes..

      Like

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