Reasearch On Phenomena Of Social Game

The world-famous media cultural studies scholar Neil Postman had warned us inhis works amusing ourselves to death which was published in1985, saying that "Wecreated a tool that contains the significance beyond itself." This sentence is still suchas a wake-up call in today’s world. Today, new technologies to promote the new mediaare emerging. We have to learn how to use these new media to be constantly vigilantfrom the significance of the medium itself.The2008was a landmark in the history of China’s online game. A social gamecalled "Happy Farm" in the absence of any signs quickly popular among the Chinesecollege students and the white-collar workers, the power of the game far beyond thepeople’s expectations. Taking the social game "Happy Farm" for example, this paperanalyzes the process from the birth to the development of the social game. Startedwith the individual phenomenon, it discussed the content, form and the userpsychology of the social game, preliminary summed up the reasons for the success ofthe social games. By expanding to think deeply on the impulsion of social game, andrecognizing development process of social game by techno lodge-product-market, itrevealed that technologies plays the key role in the development of today’s media.The full text is divided into four parts. The introduction briefly describes theorigins of social game, the researching method, the main purpose, and introducessome relevant research findings. Chapter I begins from the embryonic stage of thesocial game, and gives an overall view of its developing history. Chapter II shows atypical example of the social game,“Happy Farm”. And by reviewing its specificcontent, this chapter gives a preliminary analysis of the charm of social game. Basedon the deep analysis about technical factor and technology thinking in social web,chapter III reveals the true reason which made the social game so fashion.