Phantom : disrupting consumer spectacle through interactive gaming : an exegesis presented partial fulfilment of the requirements for the degree of Master of Design at Massey University, Wellington, New Zealand

Abstract

Interactive digital games can serve as effective tools for fostering critical awareness of consumer culture and encouraging reflection on consumption habits. This is particularly relevant for younger audiences who heavily exposed to brand massaging and digital marketing in their daily lives. This project was prompted by concern about community fragmentation, and the role of corporate branding in shaping spatial environments and social relationships. The research explores how interactive gaming mechanics can be applied to disrupt consumer spectacle and promote critical examination of the relationship between brands, local businesses, and community spaces. The research leads to the development of Phantom, an interactive game that enables players to photograph imagery from local mom-and-pop shops and use the image to replace corporate brand logo in commercial environments. With in this paradigm of critical design, the project creates a digital space that explores consumer culture critique through the lens of detournement and spatial resistance. This game concept aims to foster critical consumer awareness among young demographic and encourage reflection on alternatives to corporate-dominated commercial spaces.