Final Paper Concept for Participatory Culture

Dylan Tonk – 0011266

“You will discover a life filled with adventure and meet other smart, motivated people like you. Because the strength of the U.S. Army doesn't only lie in numbers, it lies in you, An Army of One.”

Online Marketing Strategies: Branding an Army

My initial idea for my final paper was to analyse the computergame America’s Army (http://www.americasarmy.com), an online First Person Shooter-game developed by the U.S. Army to recruit new soldiers. The game is very popular and has over two million registered players, all around the world. In terms of ideology and hegemony it is interesting to see how the American standard is emphasized in the game and how players can/will adopt this view by playing the game. Not only is the game used to train/recruit new soldiers, it is also a way to spread American ideology[1].

However, the game is only one aspect of the marketing strategy the U.S. Army uses to attract an audience. Their website ‘http://www.goarmy.com’ is cleverly designed and it looks like the army is some kind of brand, complete with a logo, slogans and advertising techniques. I want to analyse how the U.S. Army uses the internet to market itself, to promote its image and the implications thereof.

I have formulated the following question, which will be the central focus of my research:

How does the U.S. Army make use of the possibilities of the internet in terms of promotion, marketing and the spreading of ideology?

I hope to come to an answer to this question at the end of my paper. In the chapters I will define, analyse and explain the terms I use in my central question. I have divided my final paper in five chapters, each of which will have a subquestion.

1. Online Marketing

Subquestion: what new ways of marketing has the internet got to offer?

In this chapter I will try to define online marketing and give an overview of existing techniques and strategies. Basically it is about selling products, and the different ways how the internet can be used to do such a thing.

2. Branding

Subquestion: what are brands and how do they function in marketing?

In the second chapter I want to theorize brands. How they are built and what implications they have. There are different sorts/types of brands and different ways to use them. How do advertising, brands, producers and consumers relate?

3. The U.S army and marketing

Subquestion: What is the internet marketing approach of the U.S. Army?

In this case study of how the U.S. Army puts the internet to use for promotion, numbers and statistics can give a clear summary of the effects of their approach. What is the target audience of the army and what do they do to reach them?

4. Goarmy.com

Subquestion: What levels of participation are being offered on the Goarmy.com website?

In this chapter I want to provide an analysis of the website Goarmy.com, the promotional website of the U.S. Army. I also want to look at how it is designed and what visitors can do on the website.

5. America’s Army

Subquestion: Did the game America’s Army reach the goal for which it was made?

How does the U.S. Army use the game America’s Army for promotion and recruiting. Why was it developed and what are its effects and implications?

At the end of each chapter I hope to answer the subquestions. I can use those answers to answer my central question in the conclusion.

Literature/sources:

Internet:

http://www.goarmy.com

http://www.americasarmy.com

Articles:

Küng-Shankleman, L., What is Organisation Culture? (2000), “Inside the BBC and CNN: Managing Media Organizations” (London: Routledge)

Mooij, M. de, Dimensions of Culture (1998) “Global Marketing and Advertising” (London: Sage)

Tybout, A.M. & G.S. Carpenter, Creating and Managing Brands (2001), in: D. Iacobucci “Kellogg on marketing” (New York: John Wiley & sons, Inc.)

Books:

Gay, P. du & M. Pryke, Cultural Economy (2002)