Serious games de Saúde são comumente usados para apresentar informações para uma vida saudável. C... more Serious games de Saúde são comumente usados para apresentar informações para uma vida saudável. Contudo, estas iniciativas tendem a ter um formato impessoal e prescritivo, sendo em função disso muitas vezes rejeitadas pelo público-alvo. Desenvolvendo a conceituação inicial de um jogo digital sobre o tema das DST e Aids voltado para jovens, optamos por uma abordagem diferenciada, encarando jogo como espaço de desenvolvimento de uma cultura participatória e de expressão para os jogadores. Utilizamos conceitos do Modelo do Mercado Simbólico (MMS), um modelo de comunicação desenvolvido para o campo das políticas públicas. Os conceitos de contexto Existencial, Textual, Intertextual e Situacional do MMS serviram de eixos para orientar o levantamento de dados e delinear aspectos visuais, narrativos, de funcionamento das regras e de distribuição do jogo. O MMS permitiu eleger os pontos chave para o projeto do jogo, tornando a etapa de conceituação objetiva e eficaz e permitirá a criação de um jogo mais adequado aos fins e destinatários a que se propõe.
Ethnography is a well-established technique in social sciences research, especially in Anthropolo... more Ethnography is a well-established technique in social sciences research, especially in Anthropology. However, the new communication spaces mediated by technology have presented challenges to its application, in the face of deterritorialization, anonymity and registers limited mostly to the written text, allowing for the appearance of various adaptations of ethnography for the online environment, broaching characteristics typical of websites, discussion fora, social networks, chats, and MUDs1. However, the online massive games2, denominated MMORPGs (Massively Multiplayer Online Role-Playing), incorporate image strongly in its interactive experience, presenting graphic avatars3, gestual interactions between characters and the possibility of an experience of the virtual world simulated in three dimensions. Moreover, one can see the formation of identities that expand themselves beyond the game by using other online channels and reaching the offline one. The innovations open new dimensions for the use of ethnography (including visual anthropology) in online virtual worlds requiring adaptations of the existing techniques. A review is made of the main ethnographic techniques applied to the online environment and one discusses modifications that the specific characteristics of the MMORPGs would make in such techniques. It is concluded that the imagetic aspect and the ambiance based on a tri-dimensional environment of such games in a certain way enable the application of the most classical techniques of ethnography.
Based on an ongoing doctoral dissertation, this paper reflects about potential of video games in ... more Based on an ongoing doctoral dissertation, this paper reflects about potential of video games in health communication in Brazilian context. Brazil is a continental country, with wide variance of habits and cultures, presenting great challenges for public health policies. Brazilian Unified Health System (SUS), one of the largest public health systems in the world, serves entire Brazilian population guided by the principles of universality, comprehensiveness and fairness. Brazilian government gives great importance to health communication strategies, both in traditional (print, radio, television) and new media (web pages, social networks). However, communication is centralized and prescriptive, focusing diffusion of norms and behaviors only, ignoring local contexts and population knowledge. This lessens its efficiency, particularly to young audiences, resistant to less interactive forms of communication. Videogames, particularly serious games, can be valuable tools to communicate health content to them. MMORPGs (Massively Multiplayer Online Role Playing Games), in particular, portray intense links between avatar and player, allowing the incorporation of notions of self-care, learned within the context of the virtual world, into daily, offline lives of players. Inside MMORPGs, players experience the virtual world at their own pace, based on their interests. This would provide context to communication and its adaptation to personal characteristics and individual limitations. In addition, these games allow players’ actions to shape environment, which would depict notions of personal effort and responsibility in health maintenance. Furthermore, players’ actions generate immediate feedback, which could emphasize to them cause and effect relationships between everyday behavior and its health consequences. Finally, MMORPGs allow emergence of online communities with rich communication flows, where each player not only receives content from game, but also re-contextualizes, questions and re-distributes this very content. Such interactive learning would be more meaningful and playful at same time, allowing better results than traditional media, where the viewer is passive.
O livro Comunicação, Saúde e Pluralidade: novos olhares e abordagens em pauta compõe a Coleção Co... more O livro Comunicação, Saúde e Pluralidade: novos olhares e abordagens em pauta compõe a Coleção Comunicação & Inovação, que, entre outros volumes, pretende discutir reflexões sobre processos e produtos comunicacionais cujos aspectos de inovação sejam marcantes nas interfaces com diversos conceitos e abordagens.
Serious games de Saúde são comumente usados para apresentar informações para uma vida saudável. C... more Serious games de Saúde são comumente usados para apresentar informações para uma vida saudável. Contudo, estas iniciativas tendem a ter um formato impessoal e prescritivo, sendo em função disso muitas vezes rejeitadas pelo público-alvo. Desenvolvendo a conceituação inicial de um jogo digital sobre o tema das DST e Aids voltado para jovens, optamos por uma abordagem diferenciada, encarando jogo como espaço de desenvolvimento de uma cultura participatória e de expressão para os jogadores. Utilizamos conceitos do Modelo do Mercado Simbólico (MMS), um modelo de comunicação desenvolvido para o campo das políticas públicas. Os conceitos de contexto Existencial, Textual, Intertextual e Situacional do MMS serviram de eixos para orientar o levantamento de dados e delinear aspectos visuais, narrativos, de funcionamento das regras e de distribuição do jogo. O MMS permitiu eleger os pontos chave para o projeto do jogo, tornando a etapa de conceituação objetiva e eficaz e permitirá a criação de um jogo mais adequado aos fins e destinatários a que se propõe.
Ethnography is a well-established technique in social sciences research, especially in Anthropolo... more Ethnography is a well-established technique in social sciences research, especially in Anthropology. However, the new communication spaces mediated by technology have presented challenges to its application, in the face of deterritorialization, anonymity and registers limited mostly to the written text, allowing for the appearance of various adaptations of ethnography for the online environment, broaching characteristics typical of websites, discussion fora, social networks, chats, and MUDs1. However, the online massive games2, denominated MMORPGs (Massively Multiplayer Online Role-Playing), incorporate image strongly in its interactive experience, presenting graphic avatars3, gestual interactions between characters and the possibility of an experience of the virtual world simulated in three dimensions. Moreover, one can see the formation of identities that expand themselves beyond the game by using other online channels and reaching the offline one. The innovations open new dimensions for the use of ethnography (including visual anthropology) in online virtual worlds requiring adaptations of the existing techniques. A review is made of the main ethnographic techniques applied to the online environment and one discusses modifications that the specific characteristics of the MMORPGs would make in such techniques. It is concluded that the imagetic aspect and the ambiance based on a tri-dimensional environment of such games in a certain way enable the application of the most classical techniques of ethnography.
Based on an ongoing doctoral dissertation, this paper reflects about potential of video games in ... more Based on an ongoing doctoral dissertation, this paper reflects about potential of video games in health communication in Brazilian context. Brazil is a continental country, with wide variance of habits and cultures, presenting great challenges for public health policies. Brazilian Unified Health System (SUS), one of the largest public health systems in the world, serves entire Brazilian population guided by the principles of universality, comprehensiveness and fairness. Brazilian government gives great importance to health communication strategies, both in traditional (print, radio, television) and new media (web pages, social networks). However, communication is centralized and prescriptive, focusing diffusion of norms and behaviors only, ignoring local contexts and population knowledge. This lessens its efficiency, particularly to young audiences, resistant to less interactive forms of communication. Videogames, particularly serious games, can be valuable tools to communicate health content to them. MMORPGs (Massively Multiplayer Online Role Playing Games), in particular, portray intense links between avatar and player, allowing the incorporation of notions of self-care, learned within the context of the virtual world, into daily, offline lives of players. Inside MMORPGs, players experience the virtual world at their own pace, based on their interests. This would provide context to communication and its adaptation to personal characteristics and individual limitations. In addition, these games allow players’ actions to shape environment, which would depict notions of personal effort and responsibility in health maintenance. Furthermore, players’ actions generate immediate feedback, which could emphasize to them cause and effect relationships between everyday behavior and its health consequences. Finally, MMORPGs allow emergence of online communities with rich communication flows, where each player not only receives content from game, but also re-contextualizes, questions and re-distributes this very content. Such interactive learning would be more meaningful and playful at same time, allowing better results than traditional media, where the viewer is passive.
O livro Comunicação, Saúde e Pluralidade: novos olhares e abordagens em pauta compõe a Coleção Co... more O livro Comunicação, Saúde e Pluralidade: novos olhares e abordagens em pauta compõe a Coleção Comunicação & Inovação, que, entre outros volumes, pretende discutir reflexões sobre processos e produtos comunicacionais cujos aspectos de inovação sejam marcantes nas interfaces com diversos conceitos e abordagens.
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