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Applying Hybrid Interactive Rhetoric Engagement (H.I.R.E.) Concept to Study Digital Game Advertising: Theoretical and Methodological Implications

Applying Hybrid Interactive Rhetoric Engagement (H.I.R.E.) Concept to Study Digital Game Advertising: Theoretical and Methodological Implications

Yowei Kang
Copyright: © 2018 |Pages: 27
ISBN13: 9781522531142|ISBN10: 1522531149|EISBN13: 9781522531159
DOI: 10.4018/978-1-5225-3114-2.ch008
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MLA

Kang, Yowei. "Applying Hybrid Interactive Rhetoric Engagement (H.I.R.E.) Concept to Study Digital Game Advertising: Theoretical and Methodological Implications." Multi-Platform Advertising Strategies in the Global Marketplace, edited by Kenneth C. C. Yang, IGI Global, 2018, pp. 199-225. https://doi.org/10.4018/978-1-5225-3114-2.ch008

APA

Kang, Y. (2018). Applying Hybrid Interactive Rhetoric Engagement (H.I.R.E.) Concept to Study Digital Game Advertising: Theoretical and Methodological Implications. In K. Yang (Ed.), Multi-Platform Advertising Strategies in the Global Marketplace (pp. 199-225). IGI Global. https://doi.org/10.4018/978-1-5225-3114-2.ch008

Chicago

Kang, Yowei. "Applying Hybrid Interactive Rhetoric Engagement (H.I.R.E.) Concept to Study Digital Game Advertising: Theoretical and Methodological Implications." In Multi-Platform Advertising Strategies in the Global Marketplace, edited by Kenneth C. C. Yang, 199-225. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-3114-2.ch008

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Abstract

Among many popular digital game platforms, MMORPGs is a popular game genre that attracts a lot of attention. Companies have increasingly used digital game platforms to target young gameplayers. In examining digital games in general and MMORPGs in particular, digital game and advertising scholars often conceptualize gamers' interactions with hybrid interactive contents in advertising embedded in digital game platforms as an object that can be studied and analyzed to develop a theory of intertexuality to understand its praxix as demonstrated in this popular advertising platform. This chapter introduces the concept of hybrid interactive rhetorical engagement (henceforth, H.I.R.E.)—to examine players' multi-modal interactions as intertextual objects when they interact with digital game advertising. The chapter examines how H.I.R.E. can be applied to study the intertextuality of digital game advertising by exploring its theoretical and methodological implications for digital game as well as intertextuality scholars.

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