Research in Public Relations and Organisational Communication
Edited By Andrea Catellani, Ansgar Zerfass and Ralph Tench
Ethical Implications of Gamification as a Public Relations Strategy
Donna Z. DAVIS
University of Oregon, Portland, OR, USA
Enterprise gamification has garnered tremendous interest in recent years as more organisations have adopted these platforms as a communication strategy to, among other things, build brand loyalty, engage and motivate employees and for crowd sourcing ideas and opinions. As organisations embraced gamification with often highly successful results, little conversation has addressed the ethical responsibility of organisations to protect the player.
The study reported in this chapter explored the frames found in Terms of Service (TOS), privacy policies and related text on websites of 18 successful enterprise game platforms to search for frames consistent with the Codes of Ethics of public relations, advertising and computer / game design professions. The analysis found a gap between the representation of ethics in the professions’ codes of ethics and the presence of those frames found within the gaming platforms. Future research should continue to explore this gap and identify solutions to ensure a safe and successful future of gamification.
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