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17
CRITICAL PLAY
AND RESPONSIBLE
DESIGN
Mary Flanagan
In the landscape of media studies and digital humanities, games have become a popular subject
of study for both their creative forms and the social practices they instigate. Because they
create cognitive and epistemological environments that position the player-participant with
a given collection of game elements, representations, and rules (Flanagan 2009: 10), and
because they offer choices and a sense of agency that is empowering—and potentially psychologically manipulative—digital games are influential, exciting media forms worthy of
critical attention. Described in this chapter, Critical Play is both a discursive method and a
practical, instrumental approach toward the development of games that enrich communication,
encourage in-depth reflection, and generate new conversations among game players and game
designers.
Key to this discussion is an understanding of the role of media, design, and criticality in
social change and overall societal improvement, as well as the notion of social responsibility.
Alongside their positive elements, games have faced harsh critique; key challenges in the
conversation about games arise about who makes games to begin with and for whom they
are created. In pop culture, videogames are still largely described as a domain for men, even
though adult women constitute half of all digital game players (ESA 2014). Hispanic players
currently outnumber non-Hispanic players in the U.S. as well (Mintel 2014). Yet, while player
demographics appear more inclusive than ever across the player base, equity in terms of gender
in the creation of games is still slow to come. While the percentage of women working in
the U.S. game industry has doubled, it remains at around 22 percent, and people of color
are marginalized in the current American game industry climate (IGDA 2014). A lack of
diversity in game creation spheres helps create a vicious cycle of reinforcing biased, stereotypical depictions of characters, cultures, and world rules in games and larger gaming cultures.
Limited, simplistic conceptions of games proliferate from mainstream media. Unfortunately,
they miss the complexity of games’ messages and, moreover, their potential for personal and
social benefit. Games are a part of (and some would say they are at the heart of) a massive
set of societal debates about media consumption, social ills, and equity.
But things are changing. Unlike film and linear media, games sway more toward being a
systemic art form, and such an understanding sets the stage for us to engage with the complexity
games offer. For example, while studies link violent and subversive behavior to videogames
183
MARY FLANAGAN
(Hull et al. 2014), they simultaneously are seen to have potential for massive, prosocial impact
on culture (McGonigal 2011). These contradictory claims reveal how very little we know
about the complex ways that games engage our beliefs, feelings of agency, and desires for
rewards. As researchers learn more every day, games increase their influence as an artform.
There is great interest in how games promote prosocial values, due to the impact other
media forms have had toward a more progressive society. For example, much has been discussed about television’s role in improving gay equity in the United States; in terms of
increased representation over the last 20 years, the depiction of gay couples and “out” television celebrities is associated with more positive societal attitudes (Ayoub & Garretson 2015;
Craig et al. 2015). Anecdotally, the former Vice President of the U.S., Joe Biden, noted in
2012, “I think ‘Will and Grace’ probably did more to educate the American public than
almost anything anybody’s ever done so far” (Little 2012). This is not to say that the representations avoid stereotypes, or that they are always positive and multidimensional. However,
media ecology provides at least some opportunity for escapism, strength, proactive action,
and finding community (Craig et al. 2015). For those interested in the social impact of media,
the challenge remains to push for ways toward responsible media culture that intentionally
shapes culture for good.
Similarly, the norms depicted in digital games significantly influence culture. To give a
sense of the scope of this influence, consider the fact that an estimated 33,000 people per day
were downloading and playing the Kim Kardashian: Hollywood game a year after its release,
and that it made nearly 100K USD per day (Think Gaming 2015). In 2014, there were more
people playing Candy Crush Saga at any given moment than there were people living in
Australia, Germany, or France (93 million daily active users), and the year following, it still
attracted over three million active users per day (King 2014). With record sales, record numbers
of players, and some games’ ambitious development costs (e.g., the development of Grand
Theft Auto V reportedly cost 266 million USD; McLaughlin 2013), games are a significant
financial player in the media landscape, bringing in revenues to rival or surpass film and music
industries on a global scale. Games are a key cultural force and twenty-first-century art form—
their high sales figures, dominance in pop culture discourse, and sheer popularity point
to their impact.
In light of the financial and cultural sway of games, designing and playing critically is an
indispensable approach in the domain of applied media studies research and for engaging the
social and cultural dimensions of digital games. Key here is the notion that media makers and
game designers can do something about how they might alternate depictions, rewards, and so
on from mere thought experiment to design studio. In an age of theory meeting practice,
and a push toward experiential learning and “making,” design itself operates as a mode of
inquiry that can intentionally encompass a philosophical and social focus. Designing critically
embodies such an intentional practice; it means being mindful of the potentially positive and
negative effects of games as well as the positive and negative influences of one’s own design
and play processes or experiences.
Critical Play takes a historical look at how games and play can be analytical and experiential
systems reflective of, but also entangled among, social and cultural norms. It incorporates past
radical moves by arts and activist communities to understand games as components or
counterpoints in critical theory. This is why Critical Play is an important and fundamentally
unique approach: the experiential aspect of play—for all games must be playtested by actual
players—moves the critique beyond a speculative conversation and creates an enactment of
the imagined world. In exploring the historical foundations of games as their own form of
creative expression distinct from story, image, or performance, I have argued that “critical
184
CRITICAL PLAY AND RESPONSIBLE DESIGN
play means to create or occupy play environments and activities that represent one or more
questions about aspects of human life” (2009: 6). In past writing, I outlined approaches such
as “unplaying,” where players enact forbidden or secret scenes or play out unexpected scenarios
(2009: 33). A Critical Play approach is one in which games are not mere thought experiments
but rather actual embodied experiences that not only have the potential for social impact;
they are also likely to change us—our perspectives, our knowledge, our biases.
Contextualizing Critical Play
Across theory and practice, what might people consider as they develop games, study them,
play them, and discuss them in relationship to notions of social engagement and responsible
design? Further, why is this important work for the humanities? Significant trends emerged
in the late twentieth and early twenty-first centuries to advance the social responsibility of
designers. In the 1990s, my longtime collaborator, Helen Nissenbaum, began publishing with
Batya Friedman about values in the design of software systems (Friedman & Nissenbaum 1996).
The idea here is that any software system reflects the people and culture from which it is
made. As Marshall McLuhan and Barrington Nevitt famously reminded us in 1972, “New
technological environments are commonly cast in the molds of the preceding technology out
of the sheer unawareness of their designers” (47). Critical production therefore must rely on
new methods to ensure critical making is happening. For example, it is quite easy to replicate
the biases inherent in popular media forms. With other collaborators, Nissenbaum and I picked
up the torch to bring values and critical introspection to digital games in 2005, while I was
Figure 17.1 Chart of possible sources of values in games, a list intended to inspire
possibilities rather than be constricting in nature.
Source: From Values at Play in Digital Games (Flanagan and Nissenbaum 2014), used with permission.
185
MARY FLANAGAN
developing the book Critical Play (2009). In Values at Play in Digital Games (2014; see Figure
17.1), we urge critics to consider how games produce values as often as they reflect values, and
we demonstrate that values emerge across many game elements. Intentional interventions in
games can focus on these elements, and the impact of using them can be measured empirically,
if one so desires.
In effect, our approach takes a values-centric methodology to instrumentalizing the tenets
of Critical Play. Verifying the impact of this approach will likely lead designers and humanists
alike to social science methods for empirical validation of the lofty ideals to which they aspire.
Dunne and Raby meanwhile brought the idea of responsible design to the fore from the
practical discipline of architecture (2001). Sengers et al. (2005), Agre (1997), Bardzell and
Bardzell (2013), Bardzell et al. (2012), and others continue the discourse on criticality and
reflection in human-computer interaction to move beyond the functionality of software to
its social roles and responsibilities.
The idea behind these critical-technical perspectives is that, by getting beyond the perceived “apolitical” and obvious needs of design (such as usability, reliability, and so on), we
might create challenging, reflective systems instead. Designers could, for example, “force a
decision onto the user, revealing how limited choices are usually hard-wired into products
for us” (Dunne & Raby 2001: 45–6). Design-centric critical projects might take the form of
hypothetical, high-tech innovations or even interactive fictional science laboratories that
ultimately raise questions about data collection, for example. Or they might craft imaginary
objects that provoke critique. These types of projects, by artists such as Natalie Jeremijenko
or Critical Art Ensemble, are called “DesignArt” (Leither et al. 2013; see also Associated Press
2008). While these hybrid design-art objects are valuable, they only go so far, and as provocations often stay within the confines of the gallery. For instance, most do not make their
way to the mass-produced world for which industrial design, product design, and engineering
fields pave the way, and thus they may stay bound within communities where the conversations provoked already exist. They do, however, elevate the conversation about the role
of design and perhaps spark systemic change at the level of industrial design. This holds less
true thus far for experiments in games, especially digital games, which reach more people
but have been less likely to deeply trouble the industry against which they operate, even if
they raise theoretical and critical implications for the medium.
Ultimately, notions of scale relate to notions of impact, and criticality and empiricism are
both essential and underutilized aspects of the creation process, with empirical verification as
an ideal to which it is important to aspire. By their nature, games are ripe for criticality, but
it remains up to one’s strategies as a designer and player to actualize their critical potential.
Recent Examples of Critical Play
While there are many useful examples of critical games, I would like to focus here on three
that showcase diverse aspects of Critical Play. Such play can utilize the mechanics in a game
to convey its message or critique. The questions can be abstract, such as rethinking cooperation, winning, or losing; or they can be more concrete, involved with particular content
issues (Flanagan 2009: 10). They could also focus on reshaping societal biases through game
mechanics. I chose the three games for this chapter to span a range of media, which may
confound traditional media studies as a discipline. The first, a card game, uses a dynamic social
mechanic to counteract biases. The second game is a large collaborative event and online
public art space using community participation and voice to form a relational aesthetic and
prompt change through expression, representation, voice, and authorship. The final game is
186
CRITICAL PLAY AND RESPONSIBLE DESIGN
Figure 17.2 Unexpected combinations appear while playing Buffalo: The Name Dropping
Game. These combinations disrupt the thinking that perpetuates stereotypes.
Source: Courtesy of Resonym.com.
a computer game: a single-player experience that investigates border crossing, immigration,
and the various systems that govern behavior and the body. Each has its own strategy in
approaching issues critically.
Buffalo: The Name Dropping Game (2012; see Figure 17.2) is a fun, party card game where
players work quickly against other players to be the first to name someone who matches the
cards on the table. Sometimes the game offers wildly diverse combinations of adjective and
noun, such as “tattooed grandmother” or “kind bully.” The first player to name an accurate
match keeps the cards as points and moves on to the next fast-paced round.
Developed at the game research laboratory I lead, Tiltfactor, Buffalo serves as a great icebreaker or party game for groups small and large. It uses a randomizing mechanic to create
unusual combinations of criteria, which, from a psychological perspective, expand a player’s
social categories and undermine stereotypes on conscious and unconscious levels (Kaufman
& Flanagan 2015). The game positions players to overcome their own biases and prejudices
as they encounter and “break up” easy mental pathways created by stereotypes. This approach
corresponds with empirical work done at Harvard via Implicit Association Tests, which measure
unconscious biases we might hold about race, proper jobs, language, and so on. As it turns
out, countering unconscious biases is quite challenging; teaching people about the injustice
of discrimination or asking them to be empathetic toward others is often ineffective. Mahzarin
Banaji notes that what works, at least temporarily, is providing “counterstereotypical” images
or messages (Banaji & Greenwald 2013: 151). Games are systems of rules leading to experiences
that help shape the way we think and rhetorically and psychologically persuade us; games like
Buffalo: The Name Dropping Game are in effect micro-solutions that address the psychological
factors of social inequity and the microaggressions that permeate culture.
Whose criticality is the focus here? The player’s? The designer’s? The observer’s? The
scholar’s? The answer is all of the above, but the designer plays a key role in framing a game
and setting the stage for both conscious reflection (e.g., engaging in reflection and discussion
during play) and a less conscious mindset common during design or play experiences.
187
MARY FLANAGAN
Criticality in play can be fostered to bring a game’s content into focus or to highlight or
uncover an aspect of the content. Thus a critical attention to both playing and making provides an essential viewpoint or an analytical framework for responsible design. Through many
avenues, games can represent anything from concrete incidents to abstract ideas (such as equity
and cooperation), and they can do so in a wide variety of forms.
Those using Critical Play as an approach might create a platform of rules by which to
examine a specific issue—rules that would somehow reflect core elements of the issue itself.
As an example, Play Your Place (see Figure 17.3) is a series of ongoing game artworks that
use drawing and play to catalyze and translate local, imaginative visions of place into games
that not only exemplify community values but also contribute to real world urban planning.
Crucially, every element in the game—setting, characters, and challenges—is entirely created
by community members. People create their own game level by drawing a place in the town.
Then they think about how their “place” could be changed for the better. They devise their
own rules, drawing obstacles and rewards and building and sharing game level after level for
an epic play session. The game makers also incorporate fantasy elements into their vision
of everyday life. The games take the familiar format of Little Big Planet or Donkey Kong; they
can be played online, on mobile phones, in schools and homes, as well as at public venues.
Players take on challenges, such as obstacles, leaps, drops, prizes, and enemies, as they would
in a typical 2-D platform game.
Figure 17.3 Play Your Place game engine and event series 2012–14, by Ruth Catlow and
Mary Flanagan (LOCALLY). Here, players “Play Southend” (in Essex UK).
Source: Courtesy of the artists.
188
CRITICAL PLAY AND RESPONSIBLE DESIGN
I created the platform with U.K. artist Ruth Catlow, as LOCALPLAY, to bridge the
gap between urban planners and the public. The urban planners we met with at the start of
the project noted that the most interesting challenge of public consultation and deliberation
about a place’s future is encouraging people to imagine beyond their own wants and needs
toward a common good. Play Your Place helps people develop collective visions of place
that can then be entered and played by people all over the world. Players create over time,
in game instances specific to their location, and the world grows through the addition of
endless drawings. Community members have created entirely fictional calamities, but often
these calamities correspond with existing social and environmental challenges, such as climate
change, regeneration, transit issues, and more. For example, one original game featured monsters emerging from the waters of the Thames Estuary, reflecting the dangers of rising sea
levels on coastal towns. The maker used a Critical Play approach to match the social issue
to the rules and various game elements they create, including available actions, points of view,
player choices, and rewards. Note that, without a somewhat structured practice, making alone
will not necessarily bring about criticality, at least not immediately. People have played a lot
of games and have a sense of common game tropes. Criticality can be fostered by thinking
through the systemic issues the maker faces with the structure of a game, and thinking about
what values the rewards and choices represent for the player.
Some indie game developers have developed and distributed highly stylized fictional worlds
for critical expression. Papers, Please (2013; see Figure 17.4) begins as a rather simple-looking,
8-bit style game. As an officer at an immigration booth, players admit people across the border
of the nation of Arstotzka, a fictional former communist state that is intentionally reminiscent
of former Soviet bloc nations such as Azerbaijan and Kyrgyzstan. This “former Soviet” feel
is set up not only in the game FAQ but also through the game soundtrack, the national logo
and art style, and the grimness of the bureaucracy in which players must work. In the game,
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