Local eSports media analyzed through the circuit of culture framework: Onet-RAS case study

Mateusz Felczak

Abstract

This paper focuses on the analysis of audiovisual materials according to the media circulation model of eSports-related content. Its aim is to assess the process of strengthening the commercial potential of formalized eSports enterprises in a relatively new, national market. This goal is achieved through looking at a case study of one of the leading media groups in the Eastern Europe taking interest in the eSports market and launching a multi-platform campaign to promote particular eSports titles, brands and initiatives in a short period of time. The methodological framework used for the analysis encompasses media circuit model developed through the work of British Cultural Studies. Paul du Gay and Stuart Hall’s concepts used in the text involve aspects such as production, consumption, regulation, identity and representation. Data concerning the multi-platform informational shows, websites, social media presence and the overall business model of supporting the local eSports scene have been gathered in the period of six months after the initial investment made by the Onet-RAS media group in connection with ESL (previously known as Electronic Sports League) in August 2018. The main research outcome and thesis of the paper states that the media production supporting the eSports initiatives relies on network-based activities which do not necessarily change the models of consumption and engagement concerning eSports broadcasts, and instead rely on providing a know-how basis for potential contributors and content creators. In conclusion, it is argued that such media strategy can be named “edumotion” (education, promotion and emotion), as it equally involves knowledge sharing strategies and paid promotional content stimulating affectionate user engagement. Edumotion is aimed at introducing eSports fanbase to the new teams and business initiatives in a local market, while retaining a constant influx of eSports-related information to capture the attention of its core audience.