Transformations  in
Business & Economics

GAMIFICATION IN SOCIO-CULTURAL STRUCTURES: ADVANTAGES AND DISADVANTAGES⁶
Tomas Kacerauskas, Zivile Sedereviciute-Paciauskiene, Jolita Sliogeriene

ABSTRACT. The paper deals with (dis)advantages of gamification in such fields as management, politics, communication, education, and technologies through the comparative analysis of English, German, French, Spanish, Russian, and Ukrainian literature. Gamification is a relevant issue in business. The results of gamification are the commercialisation of education, pseudo-scientific approach, and fragmentation of knowledge. However, making learning more engaging can also lead to more enjoyable learning and better academic performance. Game technologies are used by the media to manipulate people, nevertheless, they introduce innovations into the public sphere. Gamification could deny real life, on the other hand, it is a kind of socialisation and protective mechanism. In communication, gamification develops self-virtualisation, trains communication skills. Gamification creates the illusion of easy action without moral consequence and legitimises violence on the computer screen, however, it presupposes responsibility for implemented phantasies and develops direct aggressive energy.

KEYWORDS:  gamification, media, technologies, culture, entertainment, management.

JEL classification:  C70, J53.

⁶Acknowledgments:  This research was funded by the project Smart Learning Experience Platform in IT Education, No 01.2.1-LVPA-K-856-01-0238. Declaration of Conflicting Interests: the author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.