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Are game journalists sold out: the perception of game media marketing activities and sponsored content by gamers
Krečová, Tereza ; Švelch, Jan (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the connection between gaming journalism and marketing practices utilized by gaming journalism, which generate revenue and enable this activity to be conducted. Its aim is to find out how players and users of gaming media perceive advertising integrated into gaming media content and how advertising can influence the perception of content that is not associated with it, particularly why players refer to gaming media reviews and gaming media as "bribed." Assumptions about "corrupt" gaming media are slowly seeping into the corners of the gaming community, and this bachelor thesis seeks to identify the reasons behind these assumptions. It utilizes a combination of qualitative and quantitative research methods. Qualitative research examines players' reactions to gaming media content, specifically game reviews produced by gaming media, and their potential connection to paid collaborations that have taken place on the gaming media's websites and channels. Quantitative research builds on the evaluation of qualitative research and, through a semi-structured questionnaire, investigates how players perceive advertising in gaming media and how such advertising can affect the perception of other content produced by gaming media, or its credibility. Qualitative research...
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