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Political Marketing in Digital Games: ‘Game Over’ for Traditional Political Marketing Methods

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Baltezarević R., Baltezarević B., Baltezarević V., Kwiatek P., Baltezarević I.

Acta Ludologica

2019

vol. 2

issue 2

28-46

This study focuses on digital games that have become powerful persuasion tools which can be utilized for political marketing purposes. The authors believe that these media have to be thoroughly explored, because of the great potential of these platforms to become very useful tools for setting up political messages and the outreach capacity to the voting segment being difficult to achieve if only traditional media are used. The paper provides a set of theoretical views on political marketing in digital games. There are many examples analyzed in the paper, proving that the techniques of political marketing can create big benefits and that they can help politicians achieve their goals. So, we hypothesized a new phase of political marketing, underpinned by the utilization of digital games. As a methodology, we used content analysis of various digital games. The aim of this paper is to offer a better understanding of the benefits of political marketing campaigns in the digital gaming industry and to explore the role and impact of these techniques, as well as to provide potential future directions of this form of marketing.

Functional theory of political discourse. Televised debates during the parliamentary campaign in 2007 in Poland

88%

Dudek P., Partacz S.

Central European Journal of Communication

2009

vol. 2

issue 2(3)

367-379

The aim of the paper is to implement a new and so far unfamiliar theoretical perspective into Polish communication science. Although the functional theory of political discourse discussed here originated on the ground of American empiricism, it aspires to be perceived as an international theory which may be successfully applied in analyses of political messages in various countries. Thus, the authors of presented paper aim not only at transporting onto Polish humanities premises and theoretical presumptions but also at verifying their adequacy in Polish political stage based on com- parative analysis obtained from research performed by American and Israel scholars.

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1 Acta Ludologica

1 Central European Journal of Communication

1 Baltezarević B.

1 Baltezarević I.

1 Baltezarević R.

1 Baltezarević V.

1 Dudek P.

1 Kwiatek P.

1 Partacz S.

1 2019

1 2009

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Political Marketing in Digital Games: ‘Game Over’ for Traditional Political Marketing Methods

Functional theory of political discourse. Televised debates during the parliamentary campaign in 2007 in Poland