Digital play the interaction of technology culture and marketing stephen kline nick dyer witheford greig de peuter on amazoncom free shipping on qualifying offers in a marketplace that demands perpetual upgrades the survival of interactive play ultimately depends on the adroit management of negotiations between game producers and youthful consumers of this new medium. The initial chapters of digital play concentrated on technology and communication studies and the following chapters zeroed in on history and marketing practices however this theoretical triad could not be complete without the presence of one more area of study game culture as an industry and practice. Digital play the interaction of technology culture and marketing stephen kline nick dyer witheford greig de peuter mcgill queens press mqup 2003 business economics 368 pages. Digital play offers a critical analysis of interactive media inspired by the work of raymond williams the book traces the development of video gaming from its humble origins in hacker circles to its current status as a 20 billion global cultural industry. To demonstrate that digital games are a commodity governed by the logic of post fordist capitalism the authors frame their study within a three circuit model of technology culture and marketing which they argue mutually constitutes the experience of interactive play p 60
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