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ABSTRACT
This study uses participant observation to undertake an ethnographic exploration of the meanings of brands and objects in an online virtual world. Through the perspective of symbolic interactionism and the theory of self-presentation, the meanings of brands and objects emerge in relation to status in game play. Players create user-generated content with brands to gain status within and outside of the game. Game advertisers encourage players to create branded objects related to their avatars through clothing, accessories, pictures, and machinima. Similarly, players use nonadvertised brands to create avatar names, clothing designs, advertisements, and other communications. The process of social interaction influences status meanings in the multifaceted communication among players, the game, and advertisers, with impacts on self-presentation.
Additional information
Sara Steffes Hansen (Ph.D. Candidate, University of Wisconsin-Madison) is a doctoral student in the School of Journalism and Mass Communication at the University of Wisconsin-Madison and an Instructor of Journalism at the University of Wisconsin Oshkosh. Her research interests focus on strategic communication in interactive media, with particular emphasis on consumer engagement with brands and marketing campaigns via social media. She previously worked in public relations and marketing for high-tech companies. Email: [email protected]