Application of Theoretical Principles to the Pokemon Go Phenomenon - Case Study Example

Application of Theoretical Principles to the Pokémon Go Phenomenon Introduction According to Reinfrank (2016), when Pokémon Go reached the CBD of Canberra, it became a phenomenon. This event is an example of a socially innovative commercial event. In this essay, an analysis of the Pokémon Go event in Canberra as presented in the article by Reinfrank (2016) is done. The analysis is based on two theories: the Dynamics of Systems theory and the Values and Identity theory. Using these two theories, the Pokémon Go event as presented in the article is critically analysed in this essay. What is Pokémon Go? Pokémon Go is a special type of mobile game. Individuals who have smartphones that use Android or iOS operating systems can download and play it (Nintendo Inc, 2016). The game, which was developed by Nintendo, is based on virtual reality. Players use the GPS systems of their smartphones to interact with imaginary beings. Since the game involves the use of GPS system, players have to move in the real world as they try to capture and manage the virtual creatures as part of the game. Since its release in July 2016, the game has been growing in popularity across the world. According to Williams (2016), the popularity of the game has been growing very fast over the last one month. It is noted that by the 21st of July, 2016, to a total number of people who were playing the game reached 45 million (Williams, 2016). Although this number has slightly decreased over the last few weeks, the game remains very popular in the world. In Australia, the popularity of the game was witnessed when it was launched on 21st July 2016 (Reinfrank, 2016). With thousands of individuals gathering in the streets of Canberra to start hunting for the digital creatures of the game, it was a massive turn up for the event. So far, the game has remained popular even though it has experienced a slight decline in the number of players (Martindale 2016; Passary 2016). Application of the dynamics of systems theory The Pokémon Go phenomenon in general and in Australia in particular as outlined in the article can be analysed using the dynamics of systems theory. The dynamics of systems theory was initially developed to explain scientific issues (Cornell & Jude 2015, p. 2). However, it was developed and expanded to explain social issues (Cornell & Jude 2015, p. 2). The basis of the theory is that many social and even scientific events and issues can be explained in terms of systems. A system is a complex set of elements which are defined by specific characteristics (Mele, Pels & Polese 2016, p. 127). One of the characteristics that define a system is that it is made up of several elements which interact with each other (Corlett 2007, p. 2). This means that for a system to exist there must be at least two elements working together. The second characteristic of a system is that all the elements in a system interact with each other (Corlett 2007, p. 2). The elements within a system interact with each other in different ways. For example, the elements may operate in a cause and effect manner. This means that one element may have a direct effect on the other element. The third characteristic of systems is that the system can readjust itself to remain at the desired state (Mele, Pels & Polese 2016, p. 129). Another way of explaining this is that many systems are stable in nature and that if any event that disrupts the stability occurs, a corrective event follows. There are several ways in which the dynamics of systems theory is evident in the article. First, the entire Pokémon Go phenomenon in Australia can be viewed as a system which is made up of several components. In the article, it is identified that the effect of introducing the game affected several institutions and activities within Canberra (Reinfrank 2016). For example, there were concerns that the thousands of people actively playing the game would compromise public order and safety (Reinfrank 2016). It is also observed that local business organisations are taking advantage of the huge number of people who are playing the game to market their products and services more (Reinfrank 2016). Therefore, from these descriptions, it can be seen that there are several components or elements which are interconnected to each other and form the entire system. The elements of components are as follows: the Pokémon Go game, the local business organisations in Canberra, the general population of Canberra, the players of the game in Canberra and the public institutions within Canberra. All these institutions and groups of individuals form specific elements and components of the entire Pokémon Go phenomenon. The second way in which the dynamics of systems theory applies to the Pokémon Go issue in Canberra that is described in the article is in terms of interconnectedness of the elements. All the elements or components that have been identified before are interconnected to each other in the most complex ways. For example, the game is directly connected to the individual players in Canberra. It is because there are individuals within the Canberra CBD who are interested in playing the game that the game grew in popularity. Also, the game is interconnected with local businesses. It is because of the introduction of the game and the manner in which thousands are interested in playing the game that local business organisations are interested in taking advantage of the event and market their goods and services more. Third, the game is connected to the general population in Canberra. The high number of players raises general safety concerns within the area (Reinfrank 2016). For example, a driver who was playing the game while driving caused an accident in Tokyo, Japan (BBC 2016). In addition to this, the introduction of the game and the large number of people who are playing the game threatens to disrupt the public life of the city (Reinfrank 2016) As a result of this; local authorities seek to control the game and ensure that public order within the city is maintained. The third way in which the dynamics of systems theory applies to the descriptions of the Pokémon Go event in Canberra is related to how the specific elements or components of the system affect each other. At the basic level, there is the cause-and-effect relationship among the elements. For example, the introduction of the game in Canberra led to very many individuals within the local population to become players. The popularity of the game within Canberra caused a disruption in public social life. The disruption in the social order of the city in the form of so many people moving about in the streets led business organisations to attempt to take advantage of the issue. Lastly, local authorities, concerned with the level of popularity of the game and its effect on public services in the city, are interested in restoring order within the city. Application of the values and identity theory The theory of values and identity can be applied to the Pokémon Go phenomenon that is described in the article. Values and identity theory is based on the observation that individuals have a way of defining who they are and the things that constitute their individuality (Horowitz 2012, n.pag). When individuals define themselves and describe the things that they are made up of, they develop their sense of identity (Horowitz 2012). There are three important things about the theory of values and identity. The first one is that identity is defined as either individual identity or collective identity (Simon 2008, p. 55). Individual identity is related on the manner in which a person views himself. On the other hand, collective identity is based on how a person sees himself in relation to the other members of his immediate community (Simon 2008, p. 55). Therefore, the collective identity includes how a person sees himself as an individual who is similar to the other individuals in his community. The second thing is that identity is shaped by values. Values are based on the moral emotions of an individual (Burke & Stets 2009, p. 173). The moral emotions of an individual help a person to make a set of inner beliefs about self. These emotions help a person maintain a sense of individuality over time (Horowitz 2012, n.pag). The third thing is that identity and values shape the behaviour of a person by defining his or her interests and the way the person reacts to different things in his or her life (Simon 2008, p. 55). There are several ways in which the theory of values and identity is applicable to the Pokémon Go phenomenon described in the article. First, the issue of individual and collective identity is clearly seen in the individuals and groups which are described in the article. For example, all the Pokémon Go players identify themselves in terms of the love for the game and the things that they do in the course of playing the game (Reinfrank 2016). In addition to this, other social groups and institutions identify Pokémon Go players as a different group of individuals. Therefore, it can be seen that all the people who play the game have developed a sense of collective identity which is shaped by their love for the game and willingness to play it. Further, it can be seen that identity and values shape the actions and behaviours of individuals. In this case, it is stated that many of the Pokémon Go players in Australia are motivated to play the game by their feelings of nostalgia about the games that they used to play in the past (Reinfrank 2016). They feel that Pokémon Go is a digital version of the games that they used to play in their childhood (Reinfrank 2016). Therefore, the players of Pokémon Go, who form a community, share a sense of collective identity. Their identity is defined by values such as the need to relive their childhood experiences and the belief that participating in the game is a morally positive thing. Conclusion In conclusion, the dynamics of systems theory and the values and identity theory can be applied to the Pokémon Go phenomenon described in the article by Reinfrank (2016). Under the dynamics of systems theory, the whole Pokémon Go phenomenon is a system made up of components such as the game, the players, and the Canberra public and local institutions. Under the values and identity theory, the players of Pokémon can be viewed as a community of individuals who share a collective identity and are motivated by shared values and moral emotions. References BBC 2016, ‘Pokémon Go-playing driver kills woman in Japan,’ BBC News, 25 August, viewed 25 August 2016, . Burke, PJ & Stets, JE 2009, Identity theory, Oxford University Press, Oxon. Corlett J 2007, ‘Systems theory applied to organisations’, viewed 26 August 2016, via . Cornell, CC & Jude, N 2015, ‘The systems theory of management in modern day organisations – a study of Aldgate congress resort limited port Harcourt,’ International Journal of Scientific Research Publications, vol. 5, no. 9, pp. 1-10, viewed 25 August 2016, . Horowitz, MJ 2012, ‘Self-identity theory and research methods,’ Journal of Research Practice, vol. 8, no. 2, viewed 25 August 2016, . Martindale, J 2016, ‘Pokémon Go loses 15 million active players in a month,’ Digital Trends, 23 August, viewed 25 August 2016, . Mele, C, Pels, J & Polese, F 2016, ‘A brief review of systems theories and their managerial applications,’ Service Science, vol. 2, no. 1, pp. 126-135, viewed 226 August 2016, . Nintendo Inc. 2016, ‘Pokémon Go,’ viewed 25 August 2016, . Passary, S 2016, ‘Pokémon Go fever fades, daily active users decline,’ Tech Times, 23 August, viewed 25 August 2016, . Reinfrank, A 2016, ‘Pokémon Go mass hunt lures thousands to Canberra’s CBD,’ ABC News, 17 July, viewed 25 August 2016, . Simon, B 2008, Identity in modern society: a social psychological perspective, John Wiley & Sons, Sydney. Williams, H 2016, ‘Pokémon Go isn’t dying, not even close,’ Kotaku, 25 August, viewed 25 August 2016, . Read More