Videogaming as Craft Consumption

Brock, Thomas ORCID: https://orcid.org/0000-0002-0965-0945 (2022) Videogaming as Craft Consumption. Journal of Consumer Culture, 22 (3). pp. 598-614. ISSN 1469-5405

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Abstract

This article repurposes Colin Campbell's (2005) concept of 'the craft consumer' to generate a new theory of videogame consumption, which proposes that we identify the material practices typically associated with craft labour within acts of digital play. We draw on case studies from popular and community-driven videogame titles including Dark Souls and Super Mario Maker to make our argument, suggesting that a grasp of the controls initiates material practices, like repetition, which provide the groundwork for craft skill. It is from this position that we argue that consumers initiate a craft-like 'dialogue' (Sennett, 2008) with the game's design that reveals the experimental and creative nature of videogame consumption. Importantly, these case studies provide evidence to meet with Campbell's definition of 'craft consumption' as an: 1) 'ensemble activity' and 2) as a 'collection' of handmade things. The result is a better understanding of the consumer as someone who initiates experiences of skilled labour and creative self-expression through the craft of playing a videogame. This article presents a new understanding of the (gaming) consumer whilst also challenging the idea that the experience of 'craft consumption' is typically reserved for the middle or professional classes, as Campbell maintains.