With the advent of the digital age came a multitude of new ways that people both communicate and establish persona. Until I entered college, I found there to be very little for me to do when it came to the internet. I used it primary as a casual entertainment outlet and "illegal" research generation (at this point the internet had yet to be deemed an appropriate way of obtaining factual information). Then I entered college, joined Facebook, and found a circle of friends that were much more forward thinking when it came to digital media. A few years later I found myself immersed and eventually found my way into a virtual world that nearly consumed an entire year of my life. That virtual world being the "World of Warcraft".
The "World of Warcraft" is an online, multi-user video game where people train an avatar to become as strong as possible. This training comes in a variety of forms, whether it be killing monsters or Non Player Characters (NPCs), finishing quests, or learning trade professions like herbology, cloth making, blacksmithing, and others. The main key element of this game is the user to user interactions. "World of Warcraft" is what is known as an MMORPG in the gaming world; an acronym for Massively Multiplayer Online Role Playing Game. While one plays the game, they have the option to engage with other players by working together to complete quests, form groups that help each other, or fight each other in duel-like combat. Players of the game mostly meet online, but there are also a mulitude of events that happen in person too, from something as simple as a get together at a players house (also known as a "LAN Party") to larger events such as Blizzcon (check the link for more details on this large scale event):
http://us.blizzard.com/blizzcon/
Blizzard Entertainment, creator of this game, did an excellent job at molding a world that is both interactive and intuitive to a player.
My experience with this game started back in 2008. One of my friends really wanted to obtain a special in-game item that was only obtainable by getting another player to join the world. After some debate, and a bit of a bribe from his part, I reluctantly joined the game, knowing my addictive personality might get hooked on the game. In fact, it did. I was enthralled by the deepness of the world and in awe of the players who had reached the highest point of completion in the game. I desired to fight and kill the large monsters that awaited me at the end of the game. I wanted to be in demand, to be useful. Having these desires I got to work, in game, to become one of the best. I choose the Mage class, a role who's primary focus is to deal as much damage as possible through the use of magical spells. In this, I guess I wanted to do something I couldn't outside of the game. I learned, quickly, how high the learning curve of the game was. There were very specific set of rules you had to follow to be the best possible and there was very little wiggle room for one to be an individual. I followed the paths necessary and after many months I got to the highest level possible.
Along the way, I learned the new language of the world of Azeroth (the name of the fictional planet the game was set on). One communicates though a few ways, either though a chat box located on screen or through voice chat enabled through online connection. In order to get to the highest strength in game, one needed to work together with other people and in order to gain social clout and maximize time there were certain phrases and terms one used to communicate. Some of those phrases are:
- Noob: term for a player who did not posses the desired knowledge in a social circle or is a new player; not necessary a derogatory term
- Newb (pronounced the same as "noob"): denotes a player who performs poorly, acts childlike, or fails to cooperate with a group
- Pro: a player who plays to a point of complete adeptness; one who treats the game as a job
- QQ: A phrase used on a player who complains too much about a situation; origin from the shape of the letter 'q' as it looks like a symbol for an eye (circular part of the letter) and the tear that comes out of the complaining player's eye (stem of the letter)
- Ninja: A player who joins a group with the intent to play for a certain in game item and leaves the group after obtaining it or not obtaining it at the point of acquirement; a player who leads a group and takes most or all of the treasures obtained from a groups work without distributing it to members of the group
- Heals: A character who's main function is to mend or help the group survive
- Tank: A character who's main function is to provoke NPCs to attack the character; characteristically can take a lot of damage
- DPS: A character who's main function is to deal as much damage as possible; a term for the amount of damage dealt during a combat
- Instance: Generally 5 players who work together to complete a small dungeon; short time together (10-30 min)
- Raid: Generally 10 or 25 players who work together to complete a larger dungeon or defeat a series of large NPCs; long time together (1 hour- 5 hours)
Acronyms:
- AFK: Away from Keyboard
- LFG: Looking for Group
- LF: Looking for...; generally will come with type of player being sought (Tank, Heals, DPS)
- WTS/B: Willing to Sell/ Buy
There are plenty of other terms, but these are some of the basic terms.
One of the more interesting events that could happen while playing this game is when a player is provoked into a state known as "Nerd Rage". This term is used for a player who has reached a level of frustration that is characterized by loud shouting, aggressive feelings/words, and a sudden shift from calm to angry. This generally happens after a player has engaged with a group for a while and the group has become unsuccessful at obtaining it's objective after a long period of time (the shorter the period to "Nerd Rage" is directly correlated to a player's likelihood to "Nerd Rage"). I had gotten frustrated before and occasionally threw my headset to the ground, but I don't think I ever reached the level of "Nerd Rage" commonly heard or seen. For a greater example of a "Nerd Rage" in action, check out the embed post below.
Viewer Discretion: there are highly provocative and socially inappropriate words and images in this video.
While immersed in this world, I learned about some of the medias attached with this virtual world culture. What intrigued me is how the real world relates to the virtual world. Some of these medias served to parody the game, while others served to pander to players. Even some sought to inform to non players how people experience the game. If interested, check the links and clips below for more!
The Famous Leeeeeeroy Jenkins:
Leeeeeeeroy Jenkins on Jeopardy!?:
The Guild:
http://www.watchtheguild.com/
As I reached the end of the game, my game time had increased not decreased as one might intuitively believe. In fact, the game was geared towards players who both wanted to level up many characters and observe the world through different worlds as well as players who wanted to be the strongest possible. Being the latter, I delved into the "End Game Content" (part of the game after players reach the highest level) with full gusto. This required me to participate in 10 and 25 man raids that would last 3, 4, and even in some cases 7 to 8 hours! Having such a time commitment, I began to let my other commitments (like friends, family, and school) fall to the wayside. I was driven to be the best I could be (note here that my goal had changed from "being the best" as said earlier to "being the best I could be"). Eventually, I came to realize two things: 1) I could never be the best unless I were ready to devote 30-40 hours as week to the game (time I could not devote with school, work, and other things) and 2) I was bound by the laws of the social circles I worked with.
More on point 2 here: at reaching end game content it became important to find people to play with. Mainly the people you played with would come in the form of a "Guild". These guilds would run raids and instances at certain times in the week and one was required to go if one were to maintain membership in the guild. I finally found a guild and worked with them often for about 2-3 weeks. In the non virtual world at the same time, I had auditioned and received the main role in an Elvis musical. It so happened that a conflict evolved from this. Then, one day, I logged onto the game and found I had been kicked out of the guild for missing all the raids in one week. This was a bit of an eye opener for me. I had much left for me to do in the real world and I would really need a guild to do much more at this point in my character's development. So, I quit the game and played another MMORPG for a while. I reached "End Game Content" there too and found there to be the same problems with less solutions.
Thus ended my short reign in MMORPGs for the time being. But the lessons I learned about virtual worlds, social circles in Digital mediums, and the fascinating developments in my own personality will stay with me and influence my future decisions. Who knows, I may start playing again? An expansion comes out for "World of Warcraft" later this year and it may or may not motivate me to pick up my mouse and click away some more!
It becomes important to study these kinds of social worlds with the rise of the digital in the main social sphere. Example of this is the use of language from one of these virtual worlds integrating into the non virtual world. I have heard people articulate the IM speak "lol" in person to person conversation. Even more interesting is that there are two different kinds of ways of speaking it (both letter by letter and combined into a kind of "l-ull-z" pronunciation). Like any language, it is important to bookmark it's origin. I'd also argue there is a stereotype attached to people immersed in virtual worlds. It is common for people to see a player of "World of Warcraft" as a mom's basement, unhealthy, zit covered troll. For a good example of this stereotype, watch this Emmy Award winning episode of South Park:
South Park Episode, "Make Love, Not Warcraft":
http://www.southparkstudios.com/full-episodes/s10e08-make-love-not-warcraft
In this truth, it becomes a way to break down social stereotyping and prejudice. Perhaps, more importantly, it highlights a new age of discrimination and prejudices that realize from the advent of the digital age and the virtual world. At this point, the topic becomes important for not only studying media but also to study the sociology of the world at hand today.
Thursday, October 21, 2010
Tuesday, October 5, 2010
Critical Lenses: The Old Spice Guy!
In any generation since the mass spread of media, there have been cultural icons that not only provide entertainment and enjoyment but also shape the normative standards and reinforce the hegemony. In recient time, a central character that has done such is the "Old Spice Guy" and his ridiculous presentation of his body washes. This character and these advertisements provide rather interesting incites to our culture when looked through a feminist and rhetorical lens.
The following is one such advertisement from said Old Spice campaign:
Feminist Lens
In viewing this advertisement, there are obvious articulations of the role of "the man". While the text itself addresses a female viewer, the imagry specifically hints at what a man does and does not fear in generalizing the activities of "the man". For example, we start of with the imagry of the man rolling the log, a feat not easily mastered I may say with personal experience. This first image hints at the theory of the lumberjack who chops down the might oak and masters the woods. By associating the lumberjack with this "Old Spice Guy", the viewer rejects any idea of feminity since the role of the lumberjack has been exclusively a male centered job.
Next, the viewer is begun to be told about the idea of the "perfect man". This guy not only can bake a cake for his woman, but also builds the kitchen in which it is made. Not only should one question the ability of the common to do both task, but also it should be noted that "the man" does this without noting the ability of the woman. Can she build the kitchen? Can she bake the cake? Initiative set aside, not once does the "Old Spice Guy" ask the woman being addressed of what she wants or even recognizes her as more than a consumer. It becomes easily arguable that the "Old Spice Guy" not only stereotypes the role of the man, but also the dependance and neediness of the woman as well.
However, alot of the imagry seen here is also highly improbable and absurd. Take in example, at :12 the man is seen walking on water, cliff diving in an improbable fashion at :20, and changing into jeans almost imposibly at :25. These images tend to shy viewers away from a literal interpretation of gender here. Perhaps, it intends to highlight these differences in gender as absurd in themselves. But when using this method, it must be questioned if the method works and isn't to subtle in it's process. Literal interpretations would not be uncommon and if so would spread the stereotypes. Knowing the media and being able to accurately interperate it is part of being a smart consumer and stresses the importance of media education.
Rhetorical Lens
When looking at the "Old Spice Guy" commercial here, there are alot of interesting insites derived when viewing this from a Rhetorical Lens. Alot of the discourse from the feminist lens (above) can overlay into the rhetorical lens too (interperation of absurdist principals). In re-examination rhetorically, one must question the methodology of the Old Spice ads. Does it in fact attempt to disarm gender normatives by showing absurdist imagry? The text doesn't seem to hint this as it's method. From viewing, there seems to be a positive light and air of frivolity in the "Old Spice Guy" and his actions. So I argue that the stereotypes are more associative rather than disarming.
Now the creation of the audience really provides facinating insites to how viewer engages with the text. It is conversational. It is informal. It speaks directly to the viewer who is addresed as "Ladies...". Thusly, the intended audience is a female looking to obtain items to make her man sexier and more desirable (not only for her but also to society, thusly gaining the purchasing female more societal power, positioning, and capital). Curiously enough, I also have heard men praise this commercial as "fun", "interesting", and "crazy awsome". So even though the commercial specifies the female as the central audience member, so to the male watches and enjoys as well. To me, this means the man is an assumed audience being that the product is for a man. Cleverly, Old Spice positions all genders at the forefront of this advertisement.
Old Spice does a beautious job in positioning the camera to enhance their methodologies as well. Take the simple principal of the camera following the "Old Spice Guy" as he travels from space to space, keeping him in the center of the shot at all times. The shots are mostly mid range and stay even throughout the advertisement, which seems to put the audience on par with the "Old Spice Guy" giving the watcher the illusion that he/she can achieve the same status for either himself or her significant other (I use a hetronormative perspective because the commercial also articulates the same heteronormative theory too). The only other non mid shot in the commerical is a High Angle shot that gives the "Old Spice Guy" an air of angelic presence as he floats effortlessly into the hot tub below. This seems to be the "Deus Ex Machina" shot to me that tells the viewer that all your problems will be solved with the use of "Old Spice Body Wash". An old trick of theatre conventions that is seemingly still used today.
The following is one such advertisement from said Old Spice campaign:
Feminist Lens
In viewing this advertisement, there are obvious articulations of the role of "the man". While the text itself addresses a female viewer, the imagry specifically hints at what a man does and does not fear in generalizing the activities of "the man". For example, we start of with the imagry of the man rolling the log, a feat not easily mastered I may say with personal experience. This first image hints at the theory of the lumberjack who chops down the might oak and masters the woods. By associating the lumberjack with this "Old Spice Guy", the viewer rejects any idea of feminity since the role of the lumberjack has been exclusively a male centered job.
Next, the viewer is begun to be told about the idea of the "perfect man". This guy not only can bake a cake for his woman, but also builds the kitchen in which it is made. Not only should one question the ability of the common to do both task, but also it should be noted that "the man" does this without noting the ability of the woman. Can she build the kitchen? Can she bake the cake? Initiative set aside, not once does the "Old Spice Guy" ask the woman being addressed of what she wants or even recognizes her as more than a consumer. It becomes easily arguable that the "Old Spice Guy" not only stereotypes the role of the man, but also the dependance and neediness of the woman as well.
However, alot of the imagry seen here is also highly improbable and absurd. Take in example, at :12 the man is seen walking on water, cliff diving in an improbable fashion at :20, and changing into jeans almost imposibly at :25. These images tend to shy viewers away from a literal interpretation of gender here. Perhaps, it intends to highlight these differences in gender as absurd in themselves. But when using this method, it must be questioned if the method works and isn't to subtle in it's process. Literal interpretations would not be uncommon and if so would spread the stereotypes. Knowing the media and being able to accurately interperate it is part of being a smart consumer and stresses the importance of media education.
Rhetorical Lens
When looking at the "Old Spice Guy" commercial here, there are alot of interesting insites derived when viewing this from a Rhetorical Lens. Alot of the discourse from the feminist lens (above) can overlay into the rhetorical lens too (interperation of absurdist principals). In re-examination rhetorically, one must question the methodology of the Old Spice ads. Does it in fact attempt to disarm gender normatives by showing absurdist imagry? The text doesn't seem to hint this as it's method. From viewing, there seems to be a positive light and air of frivolity in the "Old Spice Guy" and his actions. So I argue that the stereotypes are more associative rather than disarming.
Now the creation of the audience really provides facinating insites to how viewer engages with the text. It is conversational. It is informal. It speaks directly to the viewer who is addresed as "Ladies...". Thusly, the intended audience is a female looking to obtain items to make her man sexier and more desirable (not only for her but also to society, thusly gaining the purchasing female more societal power, positioning, and capital). Curiously enough, I also have heard men praise this commercial as "fun", "interesting", and "crazy awsome". So even though the commercial specifies the female as the central audience member, so to the male watches and enjoys as well. To me, this means the man is an assumed audience being that the product is for a man. Cleverly, Old Spice positions all genders at the forefront of this advertisement.
Old Spice does a beautious job in positioning the camera to enhance their methodologies as well. Take the simple principal of the camera following the "Old Spice Guy" as he travels from space to space, keeping him in the center of the shot at all times. The shots are mostly mid range and stay even throughout the advertisement, which seems to put the audience on par with the "Old Spice Guy" giving the watcher the illusion that he/she can achieve the same status for either himself or her significant other (I use a hetronormative perspective because the commercial also articulates the same heteronormative theory too). The only other non mid shot in the commerical is a High Angle shot that gives the "Old Spice Guy" an air of angelic presence as he floats effortlessly into the hot tub below. This seems to be the "Deus Ex Machina" shot to me that tells the viewer that all your problems will be solved with the use of "Old Spice Body Wash". An old trick of theatre conventions that is seemingly still used today.
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