Anthony M. Limperos

Uses and Grats 2.0: New Gratifications for New Media

This article responds to recent calls for conceptual and methodological refinement, issued by uses-and-gratifications scholars (Rubin, 2009; Ruggiero, 2000), for studying emergent media. Noting that studies on the uses of the Internet have generated a list of gratifications that are remarkably similar to those obtained from older media, it identifies two measurement artifacts—(1) measures designed for older media are used to capture gratifications from newer media; and (2) gratifications are conceptualized and operationalized too broadly (e.g., information-seeking), thus missing the nuanced gratifications obtained from newer media. It challenges the notion that all gratifications are borne out of innate needs, and proposes that affordances of media technology can shape user needs, giving rise to new and distinctive gratifications. A sample of new gratifications and potential measures for those are provided.

The 2008 Presidential Election, 2.0: A Content Analysis of User-Generated Political Facebook Groups

Although Facebook is primarily known for building and maintaining relationships, the 2008 presidential election highlighted this social networking website as a viable tool for political communication. In fact, during primary season until Election Day in 2008, Facebook users created more than 1,000 Facebook group pages that focused on Barack Obama and John McCain. Using quantitative content analysis, the primary purpose of this study was to assess how both John McCain and Barack Obama were portrayed across these Facebook groups. Results indicated that group membership and activity levels were higher for Barack Obama than for John McCain. Overall, Barack Obama was portrayed more positively across Facebook groups than John McCain. In addition, profanity, racial, religious, and age-related language were also coded for and varied with regard to how each candidate was portrayed. Theoretical and practical implications are discussed.

Gaming Across Different Consoles: Exploring the Influence of Control Scheme on Game-Player Enjoyment

Many studies have investigated how different technological features impact the experience of playing video games, yet few have focused on how control schemes may affect the play experience. This research employed a between-subjects design to explore the relationship between the type of console played (Nintendo Wii, Playstation 2) and feelings of flow and enjoyment during the game-play experience. Results indicated that participants reported greater feelings of control and enjoyment with a traditional control scheme (Playstation 2) than with the more technologically advanced control scheme (Nintendo Wii). Further mediation analysis showed that enjoyment was driven by the sense of control that participants experienced and not simply by whether they won the game. Theoretical and practical implications are discussed.

Feeling the Need for (Personalized) Speed: How Natural Controls and Customization Contribute to Enjoyment of a Racing Game Through Enhanced Immersion

Prior research suggests that video game features that appear natural or that otherwise allow players to identify with their in-game experience will promote enjoyment. Using a 2 × 2 experiment, this study demonstrates the positive effects of a steering-wheel controller and the opportunity to customize the driven vehicle on enjoyment of a console driving game, as mediated by transportation and challenge-skill balance. The role of presence is also probed, with results suggesting no direct link to enjoyment.

The Impact of Game Customization and Control Mechanisms on Recall of Integral and Peripheral Brand Placements in Videogames

ABSTRACT As marketers invest more and more money into in-game brand placements, little research has tested the effects of videogame customization and controller type in relation to advertising effects, even though these factors have demonstrated importance in other areas of gaming research. Results from an experiment show that game customization significantly increases recall of an integral brand placement-one that is central to actual game play-but not of peripheral brands, which simply appear within the game. Regardless of brand type, players using a traditional controller exhibit significantly greater recall than those who use a newer, more naturally mapping controller. An interaction effect indicates that the influence of controller type disappears when customization is allowed; this effect is not specific to either type of brand. These results are interpreted through models of processing fluency and the limited capacity model of motivated mediated message processing. The article concludes with marketing implications regarding technological videogame advances.

Expanding the Scope of Instructional Communication Research: Looking Beyond Classroom Contexts

The bulk of instructional communication research to date examines communication among teachers and students in conventional classroom contexts. Although past and present research is prolific and informative, it is also somewhat limiting. With a specific unifying focus on affective, cognitive, and behavioral learning as outcome variables, we begin this article with a brief history of instructional communication research, as well as examples of research and practice in conventional classroom settings. We then outline, review, and explain four distinct contexts where we believe future instructional communication research and practice is likely to be fruitful: risk and crisis situations, technology-enhanced environments, digital games, and forensics education.

Perceptions of Moral Violations and Personality Traits Among Heroes and Villains

This study investigates disposition-formation processes in entertainment by predicting perceptions of media heroes and villains by their behavior in specific moral domains. Participants rated self-selected heroes and villains from television and film along the moral domains of care, fairness, loyalty, authority, and purity (Haidt & Joseph, 2007) as well as along dimensions of warmth, competence, and duplicity used in impression-formation research (Fiske, Cuddy, Glick, & Xu, 2002). Results show that heroes violate moral norms in domains of authority and purity, whereas villains violated moral norms in the domains of caring and group loyalty. Furthermore, these moral violations are associated with personality dimensions of warmth and competence differently for each character type, such that impressions of heroes are driven by their work in the care domain (i.e., saving or protecting people), whereas for villains, violation of purity norms is most strongly associated with subsequent impression formation processes.

Virtual Justice: Testing Disposition Theory in the Context of a Story-Driven Video Game

Using a 2 × 2 experiment, this study tests whether disposition theory can be applied to the processing and enjoyment of video games. Specifically, we test how the interaction of the severity of a crime and the punishment administered to a criminal by the player character affect satisfaction, guilt, and enjoyment. Results show effects on satisfaction and guilt consistent with prior research, but no overall effect on enjoyment. Empathetic individuals enjoyed the more moral outcomes, whereas non-empathetic individuals did not. Broader implications for research on narrative in games are discussed.

Psychological and physiological responses to stereoscopic 3d presentation in handheld digital gaming: Comparing the experiences of frequent and infrequent game players

Recent advances in commercial gaming technology include stereoscopic 3D presentation. This experiment employed a mixed factorial design to explore the effects of game display format (2D; 3D), frequency of game play (weekly; non-weekly), and participant gender (male; female) on feelings of presence and arousal among participants playing a handheld racing video game. Responses to display format were moderated by frequency of game play, with stereoscopic 3D presentation eliciting reduced presence and increased arousal among weekly game players, but the reverse pattern among non-weekly game players. Theoretical and practical implications of the moderating role of game play frequency in effects of 3D presentation are discussed.

The effects of computer-mediated communication anxiety on student perceptions of instructor behaviors, perceived learning, and quiz performance

ABSTRACT Online environments increasingly serve as contexts for learning. Hence, it is important to understand how student characteristics, such as student computer-mediated communication anxiety (CMCA) affects learning outcomes in mediated classrooms. To better understand how student CMCA may influence student online learning experiences, we tested a proposed model based on the instructional beliefs model (IBM) to determine how CMCA influenced perceptions of instructor credibility, electronic propinquity, and learning outcomes (i.e. perceived learning and quiz performance). This model was compared with the IBM and the newly proposed model provided a better fit to the data. This model helps explicate the direct and indirect effects of CMCA in online learning environments.