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Active Audiences have been stressing the issue within areas like the Activision
Community Forums, where other users discuss the “screwing” that
SAMKINGisGOLD (31 years old) received – spent close to $1000 on supply drops
and never got a single rare item. The 31-year-old is a perfect example of the third
division of the uses and gratification theory because he uses texts to discuss his
experiences with the product almost as they happened, hence social interaction. Just
to state, people won’t just complain about a product on forums as many products
have been lambasted in comment sections on YouTube and on live chats like
Twitch.
Unfortunately, the passive audience[s] of this game (despite its age rating) mainly
encompasses children and [unaware] parents! Therefore, Activision (in my opinion)
abuse the reception theory by intentionally encoding the ideology that they must
spend money in order to enjoy the game, which minors obviously decode as
planned… [3] The fault of passive audiences – Activision’s digital revenue in 2016
‘increased a massive 113% for a Q3 record of $1.3 billion’, and digital sales have
become 74% of Activision’s year-to-date total revenue (54% in 2015). Despite that
he believes it’s the world’s fault, Paul Tassi (who sheds light on these statistics)
agrees that ‘loot boxes are gambling, plain and simple, and there’s just no other way
to spin it.’
Also, when it comes to passive audiences, they tend to form specific thoughts about
a subject from e.g. just one article and they’ll then disregard any other form of media
that presents information that differs from their set, linear thoughts. For example,
they could read about EA for the first time and read their sincerest apologises for the
micro-transaction controversy (will be discussed later) and instantly oppose people’s
negative views on the company, usually with preferred or negotiated responses. This
is because they’ll then believe that the company’s apologies are sincere even though
they’ve used their predatory practices in other games like the FIFA series. This (to
me) plays into the second division of the uses and gratification theory called
information and education AKA surveillance, where some texts are consumed by
people because they want to know what’s going on in the world i.e. online news.
Famous YouTubers Trevor “TmarTn” Martin and Tom "Syndicate" Cassel were
exposed as the owners of a CS:GO gambling website called CS:GO Lotto, which is
‘one of several sites that allow 13-plus-year-old fans to trade weapon skins for
actual, big money’. [4] Before taken them down, they constantly promoted their site
on their YouTube channels to convince people to join their site and essentially
gamble. Now, kids do watch these channels, and learning that they’re able to (in
their mind) legally risk gaining a large amount of actual money, joined the site and
did exactly what was intended due to listening to these YouTubers who they clearly
saw as opinion leaders – Two Step Flow Theory.
Anyway, it’s not just Activision as the biggest offender of these predatory acts, within
the video game industry, is EA because of modes such as FIFA Ultimate Team and
the recent Star Wars Battlefront II controversy! Due to the predatory nature of the
latter game, oppositional responses quickly risen as immense outrage spread so far
across the internet that this controversy even reached mainstream news and was a
hot topic in terms of pop culture. According to GameSpot, these responses led to EA
releasing a statement on Battlefront II's micro-transactions, confirming that they have
been temporarily removed, causing their stock price (along with the obvious
backlash) to drop 2.49% to $108.82 on launch day. [5] In fact, this predatory act
within video games was so disgusting that ‘Belgium's gambling authority launched an
investigation into Battlefront II over concerns that its loot crate system could
constitute gambling.’
Wall Street Journal reported that Disney CEO Robert Iger, at the time of this article
(16/01/18) hasn’t spoken with EA, but was described by the former ‘as being
"alarmed" by the anger online.’ Whereas, Disney’s head of consumer products and
interactive media Jimmy Pitaro did contact EA to let the publisher know about their
concerns. DICE boss Oskar Gabrielson, who is a part of EA, also responded: ‘We've
heard the concerns about potentially giving players unfair advantages, and we've
heard that this is overshadowing an otherwise great game. This was never our
intention. Sorry we didn't get this right." Although Disney may not have been
particularly involved, Oskar’s apology doesn’t come across as sincere at all and
cements in my mind that they believed that an active audience didn’t exist until now,
also cementing to me that their way of thinking is reminiscent to the hypodermic
needle theory.
For the podcast, a censoring sound was used to censor Edward Bennett
swearing in the podcast! [12] Also, the audio file refused to be uploaded
on Weebly for some reason, so I uploaded the file to YouTube.
However, a sole audio file can’t be uploaded, so I put an image with the
file on Adobe Premiere and exported the project as a video file instead.
[13]
Reference List
[1] Kotaku. (2017). Infinite Warfare's Supply Drops Are Ruining Call of Duty. Retrieve
from. https://kotaku.com/infinite-warfares-supply-drops-are-ruining-call-of-duty-
1793529824 [Accessed: 22 January 2018].
[2] Forbes. (2016). 'Call Of Duty: Infinite Warfare's Awful Supply Drop Loot Boxes
Are Ultimately Our Fault. Retrieve from.
https://www.forbes.com/sites/insertcoin/2016/11/04/call-of-duty-infinite-warfares-
awful-supply-drop-loot-boxes-are-ultimately-our-fault/#6992d8c51d34 [Accessed: 22
January 2018].
[5] GameSpot. (2017). Shortly Before Star Wars: Battlefront 2's Release, EA
Removes Microtransactions For Now. Retrieve from.
https://www.gamespot.com/articles/shortly-before-star-wars-battlefront-2s-release-
ea/1100-6455042/ [Accessed: 22 January 2018].
[6] The Australian. (2017). When violent games become reality. Retrieve from.
https://www.theaustralian.com.au/news/world/grand-theft-auto-gang-when-violent-
games-become-reality/news-story/12cec39213b9663d8d664ef2f992cfb5 [Accessed:
29 January 2018].
[8] University of York. (2018). No evidence to support link between violent video
games and behaviour. Retrieve from. https://www.york.ac.uk/news-and-
events/news/2018/research/no-evidence-to-link-violence-and-video-games/
[Accessed: 29 January 2018].
[9] Elder Scrolls Wiki. (Date Unknown). Last Dragonborn. Retrieve from.
http://elderscrolls.wikia.com/wiki/Last_Dragonborn [Accessed: 29 January 2018].
[11] Broadly. (2016). Real Life Is Not Enough: On Choosing Virtual Reality over the
Physical World. Retrieve from. https://broadly.vice.com/en_us/article/mgmmdv/real-
life-is-not-enough-on-choosing-virtual-reality-over-the-physical-world [Accessed: 31
January 2018].