New Digital Colonialism Applications in the Context of Cultural Imperialism: GeForce NOW and Game Pass

Year 2024, , 135 - 153, 30.09.2024

Eren Keser

https://doi.org/10.37215/bilar.1487367

Abstract

The background of every new creation and structure in information tools and their extension, communication technologies, is the hardware and software accumulation of developed countries, largely established by the Anglo-American community culture. For instance, over 25 millions of nvidia GeForce NOW users and more than 30 millions of Xbox Game Pass subscribers, which are among the communication media of the online gamer community in new media tools, are the result of the reproduction of the capitalist system itself in order to reach more masses by making use of this software accumulation in order to create dominance and to continue consumption. The applications where desktop colonialism operates, products off American-centered life culture, usage habits and imagination worlds are exported to and imitated by less developed countries, thus creating the phenomenon that Herbert Schiller defines as cultural imperialism and Thomas L. McPhail calls electronic colonialism. Consequently, in this study, the new marketing strategies of Microsoft and Nvidia, the dominant companies of the international digital economy, in the new media environment of online video gaming culture, are evaluated within the framework of the concepts of hegemony and consumer society within the marxist analysis methodology used by critical communication theories to investigate society and institutions.

Keywords

Nvdia GeForce NOW, Xbox Game Pass, Cultural Imperialism, Hegemony, Consumer Society, Digital Colonialism

Kültürel Emperyalizm Bağlamında Yeni Dijital Sömürgecilik Uygulamaları: GeForce NOW ve Game Pass

Abstract

Bilişim araçları ve onların uzantısı olan iletişim teknolojilerindeki her yeni oluşum ve yapılanmanın arka planını, çoğunlukla Anglo-Amerikan topluluk kültürünün oluşturduğu gelişmiş ülkelerin donanımsal ve yazılımsal birikimi oluşturmaktadır. Bu yazılımsal birikimden faydalanarak daha fazla kitleye ulaşılarak hakimiyetin oluşması ve tüketimin devam edebilmesi amacıyla kapitalist sistemin kendini yeniden üretmesinin bir neticesiyle yeni medya araçları içindeki çevrim-içi oyuncu topluluğunun iletişim ortamlarından olan 25 milyondan fazla kullanıcılı Nvdia GeForce NOW ile 30 milyondan fazla kullanıcısıyla Xbox Game Pass uygulamaları örnek teşkil etmektedir. Masaüstü sömürgeciliğin işlediği bu uygulamalar ile Amerikan merkezli yaşam kültürü, kullanım alışkanlıkları ve hayal dünyaları olan ürünlerin daha az gelişmiş ülkelere ihraç edilerek bunların taklit edilmesinin sağlandığı ve böylece Herbert Schiller’in “kültür emperyalizm” olarak tanımladığı, Thomas L. McPhail’in ise “elektronik sömürgecilik” olarak adlandırdığı olgu oluşmaktadır. Bütün bu sıralananlar nedeniyle, çalışma kapsamında yeni medya ortamı olan çevrim-içi video oyunculuğu kültüründe uluslararası dijital ekonominin hakimlerinden olan Microsoft ve Nvidia firmalarının yeni pazarlama stratejileri olan çevrim-içi yazılımlar, eleştirel iletişim kuramlarının toplum ve kurumları araştırmak için kullandığı Marksist çözümleme yaklaşımı içerisinde bulunan hegemonya ve tüketim toplumu kavramları çerçevesinde ele alınarak değerlendirilmektedir.

Keywords

Nvdia GeForce NOW, Xbox Game Pass, Kültür Emperyalizmi, Hegemonya, Tüketim Toplumu, Dijital Sömürgecilik

Ethical Statement

Bu çalışma içerisinde herhangi bir etik ihlal ve yüzde 5 i geçen bir intihal bulunmamaktadır. Turnitin intihal raporu mevcuttur. İstenildiği takdirde gönderilecektir.

Supporting Institution

yok

Thanks

Yoğun çalışma temposu içerisinde kendilerini çoğu zaman ihmal ettiğim ve yeterli vakit ayıramadığım için fedakarlıklarından dolayı oğlum Ahmet Uğur Keser ve eşim Kadriye Yıldız Keser'e en içten sevgilerimle...

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