Gamification in the media landscape: Initial reconnaissance

Abstract

The subject of the article is the “gamification” of marketing activities in the cultural sector in the 21st century. The post-pandemic revolution in this aspect consists primarily of a shift in the forms of communicating and obtaining information, e.g. the segmentation of the cultural audience in the virtual space. The aim of these considerations is to indicate the necessity to take into account the educational value of the synergy of various sciences: humanities, economics and new media in innovative approaches to marketing thinking. “Gamification” is one example. It also represents an opportunity to reach out to new generations in one’s activities: potential senders, participants or recipients of a modern “marketing game”. Methodology: communication theory, media studies.