Publication Date

Spring 2013

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication Studies

Advisor

Andrew Wood

Keywords

Games, Gamification, Heterotopia, Heterotopic Rhetorical Criticism, Pedegogy, Rhetorical Criticism

Subject Areas

Communication

Abstract

Instructors find a gap between what they experienced in school in the mid-to-late 20th century and the experiences of students entering college in 2012/13. In the United States, the influx of almost universal access to technology has marked this generation in a way the previous generations must work to understand, and gamification is a strategy used in areas like marketing to gain participation from this age group. Gamification is a strategy that employs game mechanics, techniques, and theory in areas that traditionally are not set up to function like a game. The purpose of this study was to define gamification in the context of a college classroom. Using Foucault's concept of heterotopia, this study employs the method of heterotopian rhetorical criticism and the methodology of autoethnography to analyze World of Warcraft and re-imagine experiences in the game through critical communication pedagogy to enact change in the traditional college classroom. Three fundamentals of gamification emerged from the findings and laid out a general definition of gamification. It must consist of high-choice, low-risk engagements in a clearly structured environment.

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