A necessary departure point for such an examination is to apply a historical lens in order to construct a teleology whose endpoint is the emergence of neoliberalism. Subsequently, it will be shown here how WoW exists as a mechanism by which the neoliberal subject is interpellated (following Louis Althusser’s formulation) and thereafter recognizes itself as enfolded within the neoliberal schema. One can imagine this as the gamic process by which an individual creates a character, enters Azeroth (the world in which WoW is set) and brings themselves to the market, as represented by WoW’s auction house, ‘AH’ (a centralized location for players to buy and sell items). The character is subject to the rules of the game in a way that mirrors the player’s subjection to the neoliberal mode. Consequently, the player fully identifies with the on screen character such that the former derives pleasure from the latter’s actions and accomplishments. WoW conflates the on-screen avatar, the player and the neoliberal subject for ideological ends, as shall now be elucidated further.
Neoliberal cyborg Science: World of Warcraft as gamic vehicle - 3:AM Magazine (via the-grey-tribe)
Who gets paid for this stuff? And who pays them?
