游戏化公益:概念、实践与构建——以Freerice项目为例  

作　　者：代扬 余红[2] 

机构地区：[1]华中科技大学新闻与信息传播学院 [2]华中科技大学新闻与信息传播学院传播学系

出　　处：《北京文化创意》2024年第4期56-62,共7页Beijing Culture Creativity

摘　　要：游戏化公益媒介以其广泛的影响力与动员力,和满足用户游戏精神和公益愿景的突出优势,成为对以往公益传播媒介的补偿演进。同时其又区别于传统游戏,成为游戏化媒介的突出代表。“游戏化公益和游戏存在着什么关联与区别?游戏化和公益的联结又缘何而成?”本文以这两个问题为出发点,对游戏、游戏精神、游戏化公益的概念源流进行梳理,在阐明游戏化公益概念的基础上,聚焦游戏化公益实践的表层可能性驱动(互联网平台公益的产生和发展、数字化公益行为的传播和推广、虚拟捐赠的兴起和普及),以及游戏化公益构建的内在机理性遵从(心理所有权的应用和具化、游戏化示能性与乐趣的四要素、时间的“压缩”“展开”和“治愈”),梳理和加深对于游戏化公益历史坐标的认识,理解游戏化公益对于游戏精神的回溯与继承,及其链接未来的线索性价值和机制性意义。Gamification based public welfare media,with its extensive influence and mobilization power,as well as its outstanding advantages in meeting users'gaming spirit and public welfare vision,has become a compensatory evolution of previous public welfare communication media,while also distinguishing itself from traditional games and becoming a prominent representative of gamification media."What are the connections and differences between gamification based public welfare and game?How does the connection between gamification and public welfare be formed?"Based on these two questions,this paper combs the origin and development of the concepts of game,game spirit,and gamification based public welfare.On the basis of clarifying the concept of gamification based public welfare,it focuses on the surface possible drivers of gamification based public welfare practice:the emergence and development of Internet platform public welfare,the spread and promotion of digital public welfare behaviors,the rise and popularity of virtual donations,and the internal mechanism of gamification based public welfare construction:the application and embodiment of psychological ownership,the affordances of gamification and four elements of fun,the"compression""expansion"and"cure"of time,and combs and deepens the understanding of historical coordinates of gamification based public welfare,the retrospection and inheritance of game spirit by gamification based public welfare,and its clue value and mechanistic significance in linking to the future.

关 键 词：游戏化公益 游戏精神 数字化公益行为 

分 类 号：G62[文化科学—教育学]