Using textual analysis, interviews with game designers, audience
surveys, and close analysis of player forum discussion, this book
examines the unique nature of the producer/consumer relationship
within promotional Alternate Reality Games (ARGs). Historically,
ARGs are rooted in advertising as much as they are in narrative
storytelling. As designers often have to respond to player actions
as the game progresses, players can have an impact on the
storyline, on character behaviour, and potentially on the final
resolution of the narrative. This book explores how both media
consumers and producers are responding to this new reconfiguration
of the producer/consumer/prosumer dynamic in order to better
understand the diverse advertising experiences available to media
audiences today. With a focus on participatory culture and the
political economy of promotional communications, this in-depth
analysis of ARGs will appeal to academics and researchers in the
fields of games, film, advertising, and media and cultural studies.
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