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Gamifying collective human behavior with gameful digital rhetoric

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Abstract

This paper presents a design framework called Gameful Digital Rhetoric that offers a set of design frames for designing meaningful digital rhetoric that guides collective human behavior in ubiquitous social digital services, such as crowdsourcing. The framework is extracted from our experiences with building and developing crowdsourcing case studies. From a video game perspective, the paper has categorized our experiences into seven design frames to encourage collective human activity. This approach is different from traditional gamification, as it focuses more on the semiotic aspect of virtuality in the video games, not game mechanics; it helps to enhance the current meaning of the real world for changing human attitude and behavior through various socio-cultural and psychological techniques. Therefore, it is possible to discuss respective design frames for enhancing crowdsourcing by incrementally adding new digital rhetoric. The paper also presents how Gameful Digital Rhetoric allows us to guide collective human behavior in Collectivist Crowdsourcing; the design is explained through a scenario-based and experiment-based analyses. The paper then discusses how to design collective human behavior with Gameful Digital Rhetoric and how to identify the design’s potential pitfalls. Our approach offers useful insights into the design of future social digital services that influence collective human behavior

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Notes

  1. https://www.facebook.com/

  2. https://twitter.com/

  3. https://www.microsoft.com/en-us/kinectforwindows/.

  4. http://www.nintendo.com/wiiu/.

  5. https://www.kickstarter.com/.

  6. http://www.sciencemag.org/content/162/3859/1243.full.

  7. http://sputniko.com/works/

  8. http://weibo.com/.

  9. http://spotcrime.com/.

  10. http://www.wikicrimes.org/.

  11. http://t.qq.com/.

  12. http://www.warcraft.com/.

  13. http://www.uo.com/.

  14. Some typical mechanics used in the real world and in games are explained in [16, 34, 53].

  15. http://wiisports.nintendo.com/.

  16. http://dnd.wizards.com/.

  17. For example, Hatsune Miku is a popular virtual singer in Japan. She appears in various media, such as advertisements, games, and concerts; most Japanese people know her well.

  18. http://www.w3.org/TR/html5/

  19. http://www.complementarycurrency.org/ccLibrary/asia/thailand/ccroleplay.html

  20. http://www.befunky.com/

  21. http://qmos.qlamb.com/en/index.php

  22. http://psychology.about.com/od/socialpsychology/a/bystandereffect.htm

  23. In [70], the value is initially called economic value.

  24. Similarly, in [70], the value is initially called persuasive value.

  25. The process is similar to the internalization process of human extrinsic motivation described in [12].

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Authors and Affiliations

  1. Department of Computer Science and Engineering, Waseda University, Shinjuku, Japan

    Mizuki Sakamoto & Tatsuo Nakajima

  2. Department of Network Design, Meiji University, Tokyo, Japan

    Sayaka Akioka

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  1. Mizuki Sakamoto
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  2. Tatsuo Nakajima
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  3. Sayaka Akioka
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Correspondence to Tatsuo Nakajima.

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Sakamoto, M., Nakajima, T. & Akioka, S. Gamifying collective human behavior with gameful digital rhetoric. Multimed Tools Appl 76, 12539–12581 (2017). https://doi.org/10.1007/s11042-016-3665-y

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  • DOI: https://doi.org/10.1007/s11042-016-3665-y

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