Research On The Play Theory Of Media

Our society has come into the mobile-Internet era, the media play a more and more important role in our ordinary life. Media become people’s toys. From the beginning of the birth of the human society, the game plays a very important role. From sports games, magic, music, dance, chess, which enters abound in our lives, even newspaper-reading are a subjective game for their readers. However, the use of media as a game mode has not been effectively explored, the focus of the research are still put on the effect of the media publicity.Internet users have been further liberated, they have a more extensive ways for using the media to achieve the purpose of physical and mental pleasure. The virtual space of the network provides a kind of scene which is separated from the daily life, and the anonymous identity can make the media users play different roles out of the real life, to explore and discover the unknown space of life. The pluralism and tolerance of network can promote the formation and development of interest margin groups, and further strengthen the integration of online activities and offline activities, and give people more possibilities to build new organizations. With the deepening extent of the communication on the internet, it is to establish a set of interactive rules that can enhance the feedback to promote the development and growth of their own groups. The action of people using the Internet clearly reflect the attributes of the game.In the process of the gamification of the media, the electronic game is in a state from a simple game to a new media. Creation and rheology of the network game terminology, game player’s interaction in multiple channels, the state of frequent exchange of information in the game hsa formed a relatively stable group, all of these game phenomenon reflects the development of the media of the game. At the same time, people pay more attention to the operating mechanism of the game and try to put it into the life and production, "the gamefication" has become the focus of the scholars.This paper is divided into five parts. The first part is the introduction, introducing the research backgrounds research significance and research methods at home and abroad as well as the game theory. The first chapter introduced the game under the influence of historical development of the media. The game from the original age to the industrial age to the post-industrial era, the game gradually shows a development in the state of media and social networking trend. The second chapter, the media game theory. Introducing mainly from Huizinga’s theory of game as cultural dynamics, Marshall McLuhan’s game medium view, Stephenson’s mass communication of game theory and flow theory. The third chapter introducing the origin, development and application of the gamefication. The fourth chapter reviews the media game theories. The last part is the conclusion. Explains the main audience’s subjectivity has been liberated under the environment of network communication to motivate the research paradigm which should shift from communicator centered to audience centered.