Gamification. Shifting Boundaries between the Ludic and the Non-Ludic

当今社会充斥着源于计算机游戏世界的隐喻、方法和组件，最近被贴上了“游戏化”的标签。本项目打算在文化历史学和传媒学研究的基础上批判性地修正对这一现象的理解。我们将首次对游戏化的前数字先驱进行全面的研究，并将弄清楚关于游戏化和非游戏化的区别的文化决定因素在多大程度上作为什么可以游戏化以及如何发生游戏化的参考。数字媒体在哪些方面产生了质的不同？如果游戏化是时代的标志和数字文化的标志，那么它的谱系根源是什么？为了回答这些问题，我们重点关注三个关键时期。1)在18世纪，彩票合法化，乐曲作曲方法和日常实践的乐曲出现。2)维多利亚时代的浪漫主义展示了一种新型的自我呈现和自我技术，作为一种前数字游戏化的形式，至少对于特权社会群体来说是这样。3)关于乐曲和非乐曲领域之间的分界线的动态，将系统地分析个人计算机和家庭计算的概念阶段。我们的研究是以这样一个问题为指导的：个人电脑的主要概念设计者是否认为它是未来数字文化的“玩耍装置”和“先验媒介”。基于此，我们扩展了当前的研究状态，主要涉及市场营销、生产力和健康问题，超越了优化潜力的限制，并在文化史和媒体研究中从理论上框架游戏化。因此，该项目的主要目标是：i)在历史背景下构建游戏和游戏的理论框架，并从其前身发展当代游戏化的谱系。Ii)鉴于个人计算机的诞生及其技术和媒体理论基础，重新考虑LUDIC领域和非LUDIC领域之间的系统边界变化。这包括对1970年代发生的边界转移与18世纪和19世纪发生的边界转移进行比较的方法论程序的概念化。这一方法将通过分析“美育”项目、基于“帕迪亚”的成人世界习得、作为社会人物的破坏运动以及其他类型的互动等现象来检验。3)准确地勾勒出被错误地说是新的游戏化现象实际上是理论形成和实践发展的一部分，这是与方法、材料和器械长期互动的结果。我们打算在数字游戏的重要性、游戏和游戏理论的出现以及促进游戏化的历史性边界变化的影响的交叉点上提供对游戏化的新理解。

The permeation of today's society with metaphors, methods, and components stemming from the world of computer games has recently been labeled "gamification." This project intends to revise the understanding of this phenomenon critically on the basis of cultural-historical and media-studies research. We will for the first time conduct comprehensive research on predigital precursors of gamification and will work out how far cultural determinants about the distinction of ludic vs. non-ludic serve as a reference for what can be gamified and how this happens. In what respects do digital media make a qualitative difference? If gamification is a sign of the times and a signature of digital cultures, what are its genealogical roots?To answer these questions we focus on three key periods. 1) In the 18th century, lotteries were legalized, ludic composition methods and a ludification of everyday practices emerged.2) Victorian Dandyism showcased a new type of self-presentation and techniques of the self as a form of predigital gamification, at least for a privileged social group.3) The conceptual phase of the personal computer and home computing will be systematically analyzed in regard to the dynamics of demarcation lines between the ludic and non-ludic domains. Our research is guided by the question of whether the main conceptual designers of the PC considered it a "playful apparatus" and a "mediatic a priori" for future digital cultures. Based on this we extend the current state of research that is mainly concerned with issues of marketing, productivity, and health beyond the limits of optimization potential and frame gamification theoretically within cultural history and media studies. The main goals of the project are therefore:i) To frame theories of play and games in a historical context and to develop a genealogy of contemporary gamification from its precursors. ii) To reconsider systematic boundary shifts between ludic and non-ludic domains in light of the birth of the personal computer and its technological and media-theoretical foundations. This includes the conceptualization of a methodological procedure for the comparison of the boundary shifts that happened in the 1970s and those that happened in the 18th and 19th century. The method will be put to the test by analyzing phenomena such as the project of "aesthetic education," "paidia"-based versus adult-world acquisition, the spoilsport as a social figure, and further types of interaction.iii) To outline precisely how the gamification phenomenon, which is incorrectly said to be new, is in fact part of the theory formation and a development of practices that resulted from interaction with methods, materials, and apparatuses in the long run. We intend to offer a new understanding of gamification at the intersection of the materiality of digital games, the emergence of theories of games and play, and ramifications in regard to historic boundary shifts that facilitate gamification.