Political Campaigning in Video Games and the Gaming Community
An example of the “angry mobs” found in Animal Crossing: New Horizons
I read an article on Kotaku this morning about Democrat Representative Alexandria Ocasio-Cortez from NYC and how she was using Animal Crossing: New Horizons as a means to meet the public. According to Kotaku “she was planning on visiting random people’s islands so she could “leave a doodle or note on their bulletin board”. She opened her DMs for four minutes, giving followers a chance to leave some Dodo codes so she could come visit, before heading off on an evening of being offered fruit and hopefully some wholesome online interactions”. Now I am not especially familiar with either Alexandria Ocasio-Cortez or Animal Crossing: New Horizons and my first thoughts were that this was essentially just a PR exercise. However, upon reflection and bearing in mind the recent focus on organisations such as Cambridge Analytica, it suddenly doesn’t sound so superficial after all.
In this instance, as the politician in question has to be invited to interact with a member of the public, the process is conducted with mutual consent and such behaviour cannot be labelled as invasive. However, what I think is interesting here is the way in which politics is evolving and finding new ways to reach out to the electorate. The days of mass consensus governments are over in both the UK and US politics and electoral success now hinges upon making incremental and targeted gains with specific demographics. We have seen how Facebook has been used to reachout to specific age groups, therefore it comes as no surprise that video games and their associated communities offer a similar opportunity. So many games have a social element to them, be it in-game or via a third party online service such as Reddit or Twitch. They may not offer an unfettered political platform but they can certainly be used for targeted campaigning.
"Man talks utter bollocks”
It’s a common refrain from certain gamers to “keep politics out of video games” (although often this just means the politics they don’t like) but I think those days are well and truly over. Wherever there are large sums of money to be made, there is political lobbying. The recent “lootbox” debacle proved that video games publishers do not want any legal measures in place to curb their business practices and they mobilised a great deal of political leverage to do so. And then there is a growing trend for “shock jock” live streamers, offering “hot takes” on the latest talking points simply because it gets an audience and therefore generates revenue. “Popular online personalities” and “influencers” can offer political lobbyist access to groups they traditionally cannot reach. Extremist groups also use online gaming communities for recruitment and grooming. So when you consider how many people play games these days, be it on PC, console or phone, it’s surprising why politicians haven’t targeted such communities before now.
