As yet another morbidly mundane year in the “Life of Myles Gray” draws to a close, I look around at the flurry of consumerism that marks this time of year, and wonder – is the industry leading us by the nose? Are we becoming mindless, endless consumers on the back of all the hype? Are we always waiting agape for that next big title to hit and change our lives?
Rapacity
I mentioned in a previous article that I feel gamers have become extremely greedy. Right now gamers are ever gazing ahead to the coming weeks, or the following months, when Title X will finally be unleashed with all its majesty upon the gaming masses. Gamers seldom have time now to comprehend the here and now. The reason for this, I believe, is that the industry has gotten us into a fever of consumption with its overbearing hype, while using evermore insidious tools to create that hype.
We Own You!
So what is hype really? Well, the dictionary labels it as, “Blatant or sensational promotion”. Just take a look at the majority of game previews and trailers and you should, hopefully, notice that they sound off as if that game, above all others, is the second coming – whilst the vast majority are little more than an adequate gaming experience. This is pure sensationalism.
Why are we buying into hype now more so than ever? Personally, I believe we have been conditioned like rats in a maze to always follow the path of least resistance offered by the industry. They have got us by the balls, knowing that the majority of us will accept it because we are, ultimately, addicts willing to sell our grandmas tea-cozy just to get another fix.
Tools of your Destruction
Now let’s move into the actual tools used to create the hype, namely, previews and trailers. A couple of years ago, I began to abstain from previews in any format (and I am doing very well, I must say). This was largely due to the realisation that the industry was using them to covertly control my views. When I do break down and gander at a preview or trailer, I notice that it has only gotten worse. It reminds me of Hollywood and all its bluster.
In the end all the hype leads you to believe something that is not necessarily true. Just look at how many times you have been mislead about the features within a game. Or how the review scores are inching ever higher. Even the mighty critic is not above the hype, believe me. The hype machine molds your ideas and tries to do your thinking for you.
Interrogate
So, where does this put us? Well, right now, gamers are essentially being abused psychologically. We are addicts, and the industry relies on this, and manipulates us accordingly. I know the buck should really stop with the consumers, but if one is already an addict, shivering for his / her next fix of Call of Duty, Gears of War or Halo, then what can the average person really do? Abstain? Maybe, but people are intrinsically weak when it comes to bad habits.
So here’s a challenge; from here on out, strive to question your gaming habits and why you buy into the hype surrounding a game. If you haven’t already, you may notice that you are being molded into an all-consuming game addict, just as the industry wants you to be. Ask yourself, are you really in control of your favourite hobby, or does it own you? Share your views in the forums.
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