Dijital Oyuncuların Gündelik Hayat Pratikleri ve Dijital Oyuncu İmgesi

Abstract

This thesis mainly focuses on importance of the gaming activity in the everyday life of gamers and how they produce meanings from the advertisements that are aim gamers. The starting point of this study can be expressed as “What is the relation between the identity of the university students who defined themselves as video game players/audience and the images of gamers in the ads which aim the video game players”. In this study, the advertisements that aforementioned are examined through content analysis and consumer profiling. Through semi-structured in-depth interviews with 14 gamers who are members of the video game and e-sports community of universities, it is tried to understand how these students read and construe those ads. By achieving this, not only the data regarding the gamer identity and everyday practices of gamers are collected, but also the participants receptions about the advertisements are examined. By examining how the market approaches and aims the video gamers as a consumer profile and how the university students interpret the images of video gamers that is constructed via ads will make it possible to establish a link between macro and micro levels. As of 2010, it is significant to see the transition of the gamers’ identity and the representations of gamers that are produced by the market.