Pursuit of the Sacred in the Era of Infantilization: a Multi-Sited Ethnography of Online Gaming in China

Whereas most studies of online gaming have focused on alternative identity construction, we examine how online gaming has reflected and contributed to the infantilization of society and the creation of a carnivalesque culture in contemporary China. We undertook non-participant observations and conducted depth-interviews with both experienced and amateur gamers in urban China. Initial findings have generated rich insights about the impact of online gaming on society. Here we report some of the emergent themes and discuss the impact of pursuing sacred consumption experiences through online gaming.


Jeff Wang, Xin Zhao, and Gary Bamossy (2009) ,"Pursuit of the Sacred in the Era of Infantilization: a Multi-Sited Ethnography of Online Gaming in China", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 20-26.


Jeff Wang, City University of Hong Kong, China
Xin Zhao, University of Hawaii at Manoa, USA
Gary Bamossy, Georgetown University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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