This paper tries to ask first and foremost "Why" we play social media games in order to better understand the "What/How" of Social Media & Social Media Games.

1. Why are we Playing the Social Media Game?

2. Rules Game Roles Play

3. So what kind of Game is Playing? The act of playing is virtual by definition, since we make believe what we play. If not, it would be called reality time and not play time. At the same time, playing is more real than life sometimes, because to make believe is to believe in something. Role playing, at an early age, let’s us try out roles to help us learn what “type” of “character/player” we would like to become in the game & play of life. ©2010 narrativ{a}

4. So what kind of Game is Playing? The Game & the Play helps society further innovation by teaching/educating & allowing each new generation the opportunity & turn to re-contextualize cultural & historic past experiences into NOW knowledge (in now time/in now technology/in now culture/in now economy). The games and roles we play when young have a direct relationship to who we become in the future. Our future cultural & economic relevance will be directly impacted by the role & game we choose to play in our personal and cultural realities. agency ©2010 narrativ{a}

5. Why do we have to Learn the Rules of the Game? Life is a Game & Play with Rules & Roles. Just as we are born into a Generation, we buy into our Generation’s Cultural Values, at the Toy Store. Thru Game & Play, we are introduced to the Moral, Technological, Cultural & Economic Values that drive & feed the society/culture & economy/politics at the moment/time of our birth. agency ©2010 narrativ{a}

6. Why the Game has Rules for the Roles? We learn the Rules of the Game at the same time we are educated Learn to Play by the Rules. The Process rewards Progress with the Satisfaction of Winning & feeling like a Winner. Consistent Wins, is a sign that the individual has become aware (willingly or unwillingly) of how She/He fits a particular Role in the Game, in order to Win over others. This Mechanic & Dynamic in Learning the Rules to better compete in our Roles, is what motivates the individual to use Her/His Roles & Rules to their advantage; in make believe games & the real game. The act of Playing Games is how we find “Our Unique” relevance in the Economic Game & Cultural Play. We Learn Rules & Roles in order to Win. To be Profitable & to be of Value. agency ©2010 narrativ{a}

7. Where do Rules & Roles come to Play in the Game? A Toy is not just for Games, because just like there are a hand full of Media Conglomerates controlling almost the totality of Media/Mediums, there are just as few Global Toy Makers & Channels that control almost the totality of the Toy & Game Medium/Media. agency ©2010 narrativ{a}

8. How the Toy Store & Channel comes to Play in the Game? A quick Toy Store Walk can reveal how the Toy Industry & the Media Industries mirror each other, in mechanics, dynamics & ideology. A Toy Store is the perfect place to observe how new members (newborn/immigrants) are introduced to the Rules & Roles – Game & Play that are of importance & relevant to the Culture & Economy, then & now. agency ©2010 narrativ{a}

9. How the Toy Store & Channel comes to Play in the Game? Choosing the first Toy for a baby could & can change the baby’s mind & life for ever. Chose a Ball & Bat and the boy/girl might turn out to be an athlete. Chose Building Blocks and the boy/girl might turn out to be a architect. Chose a Doll and the girl might turn out to be the perfect wife & mother. And so on … ©2010 narrativ{a}

10. How the Toy Store & Channel comes to Play in the Game? A Toy Store has this impact in our life –by way of the toy selection- because it’s Relevance & Profit is directly tied (symbiotic) to the Needs & Wants of the Culture & Economy. Here is the Girls’ Toy Section as an example. It is clear at a glance that there are two distinct messages as to how girls Should & Can Think & Behave, in the current Economy & Cultural Time & Relevancy. V. ©2010 narrativ{a}

11. The Toy Store Girls’ Section Play & Game. Vs. Barbie was introduced at the American Toy Fair in New York City in February of 1959 by Ruth and Elliot Handler, founders of Mattel Toys. Bratz was launched in 2001, however the first Bratz doll was actually produced in 1997, by MGA Entertainment.

12. The Toy Store Girls’ Section Play & Game: Barbie. Barbie Dolls & Accessories represent the Cultural & Economic Relevance & Values of a Particular Era & Time. Barbie has been the Role Model/Icon & Idol for girls to follow & learn the Rules from, in order to find their Relevance & Part in the American Dream; based on the newly formulated & stimulated American Middle Class & Values of the 50’s. Barbie taught girls the Rules of the Game & the Roles they can Play, in Middle American Life. Vs. ©2010 narrativ{a}

13. The Toy Store Girls’ Section Play & Game: Barbie. agency According to the Associated Press, a few years after Bratz were launched, Barbie sales fell 15 percent in 2007 and 12 percent in the first quarter of 2008 (when the economy, and therefore the toy market, was more robust), likely due to competition from the more "exotic" Bratz lineup. Newsvine.com http://lisa-green.newsvine.com/_news/2009/04/29/2751841-barbies-v-bratz ©2010 narrativ{a}

14. The Toy Store Girls’ Section Play & Game: Bratz. Bratz Dolls arrival to the Toy Store signal a change in the Rules & Roles girls can Play in the Game. When our World changes our Toys change with it, hence Bratz Dolls represent the Rise of a new type of Woman/Girl: The Rise of the Alpha Female into the New World Game/Order. It is easy to understand how for the last 60+ years the US Cultural & Economic Relevance Globally has dictated & transmitted the Rules & Roles in the Game & Play, in the Global Village & New World Order. Globalization of US Cultural & Economic Relevance & Values is responsible for the direct stimulation & rise of the consumer society & coordinated growth of the Emerging Global Middle Class. Vs. ©2010 narrativ{a}

15. The Toy Store Girls’ Section Play & Game: Bratz. Girls/Women are empowered to be aggressive in nature, in order to compete in a Game & Play dominated by Men. The Net effect & value of the new Rules & the new Role is the doubling of the workforce & consumer force, because there is now more people employed, more money exchanging hands & more purchasing power for a hungry & growing Economic & Cultural Relevance & Profit. Vs.

16. The Toy Store Girls’ Section Play & Game: Bratz. Little girls don’t get to “mother” their pretend babies any more; instead, they act out today’s young adult values with the more popular “fashion dolls.” Bratz dolls, those ghetto cool, sexualized dolls with skimpy miniskirts, high-heel boots, pouty lips and ‘bad’ attitude, are now the #1 doll in America, having pulled ahead of Barbie as the most popular fashion-doll in the United States. One writer explained that the dolls made little girls “sluts-in-training,” another said they promoted “hooker chic” and another claimed that they promoted “precocious sexuality.” With their glazed expressions, pumped lips and trampy clothes, these dolls are light years away from the American Girl dolls that too many little girls now consider "babyish." Concern Women for America http://www.cwfa.org/articles/12749/BLI/dotcommentary/index.htm agency ©2010 narrativ{a}

17. The Toy Store Boys’ Section Play & Game. Men/Boys have been Playing the Game for Ages and the same two stereotypes of Old are but periodically/technologically updated, in order to constantly educate Males on the new Mechanics/Rules & Dynamics/Play of the US/Global Culture & Economy, Now. agency Vs. ©2010 narrativ{a}

18. The Toy Store Boy’s’ Section Play & Game. Competitive/Destructive “Alpha Male” Vs. Cooperative/Constructive “Omega Man” agency Vs. ©2010 narrativ{a}

19. The Toy Store Boy’s’ Section Play & Game: Alpha Male. The “Alpha Male” & the Toys that teach the Rules & Roles He will need to Win at being Competitive & Destructive . agency http://www.youtube.com/watch?v=OxwPjrSSDzQ ©2010 narrativ{a}

20. The Toy Store Boy’s’ Section Play & Game: Omega Male. agency The “Omega Male” & the Toys that teach the Rules & Roles He will need to Win at being Cooperative & Constructive . http://www.youtube.com/watch?v=9x8trg3Eyto ©2010 narrativ{a}

21. The Toy Store: Mirror of Media & Medium in Policy & Politic of Cultural & Economy Game. The “Omega Male” & the Toys that teach the Rules & Roles He will need to Win at being Cooperative & Constructive. The Visuals make sense and they clearly represent the current ideological relevance in the Culture & Economy. Toys Brands & Toy Stores/Channels are truly a mirror & tool for the Culture to feed the Economy & the Economy to feed the Culture; when they synchronizes & re-transmits the Policy & Politics as Media & Mediums. Playing the Game is how the Culture & Economy Profit & Grow. agency ©2010 narrativ{a}

22. Rules Game So What is the Game everyone & everybody is Playing in 2010 / Today? Roles Play ©2010 narrativ{a}

23. Rules Game Roles Play ©2010 narrativ{a}

24. Farmville is: 1- The latest “Generation” Toy & Game 2- The latest “Generation” Media & Medium 3- The Perfect Tool in the Process & Progress towards a Faster Synchronized Global Economic & Cultural Relevance. Remember the term “Global Village” of the early 80’s? Remember the term “New World Order” in the 90’s? Then, welcome to the “Global Social Network & Order” …! ©2010 narrativ{a}

25. Farmville is more Real than we Think! “It takes a village to raise a baby” is the same as saying “It takes a Global Village & Facebook Global Networks to raise a Farm” ©2010 narrativ{a}

26. Farmville seems to signal the acceleration &/or change of direction as the US Media, Politic & Policy, Culture & Economy adapt & update their Cultural & Economical Values & Relevance to the new speed & capability of Technology. The Game is changing it’s Play Rules & Roles from Vs. to + = ©2010 narrativ{a}

27. + “Omega Male” Cooperative & Constructive “Alpha Female” Competitive & Destructive . + + “Omega Female” Cooperative & Constructive “Alpha Male” Competitive & Destructive . + ©2010 narrativ{a}

28. + Farmville is more Relevant than we Think! + + Farmville is Useful & of Value to the Game, because it teaches everyone the New Speed of the Play and the New Rules to Follow & Roles to Chose; if We want to Win in the Globally Networked Economy & Cultural Relevance of Today & Now. + ©2010 narrativ{a}

29. + Farmville is the story of the human race in fast forward; from agriculture to industrial agriculture and now, into TechnoAgriculture. Just like we –the human race- have gone from Agricultural to Industrial Culture and now, into TechnoCulture. That’s why, what starts as a game with some seeds and soil turns into an interwoven network of farmers and suppliers, that facilitates “virtual” monetary & technological exchanges amongst “players”. + + + ©2010 narrativ{a}

30. In the Game of Farmville & in the Game of Cultural & Economic Relevance, Networks & Scale happen! + agency + ©2010 narrativ{a}

31. Farmville is Future Life. Farmville imitates life & life imitates Farmville. Life adapts to Future Farmville; When we Play The Social Media Game. ©2010 narrativ{a}

32. What makes Farmville the Game & Social Media Game phenomenon it is Today? 1- Cloud Computing Technology 2- Global Communications & Global Networked Server Farms 3- The Global Social Media & Medium & Users & Creators 4- Emerging Economies & their Technological Needs & Wants 5- The Rise of the Hyper Consumer & Micro Transactions 6- The New Speed & Direction of things to come, needed an updated set of Rules & Roles to make new Plays & Win the Game. ©2010 narrativ{a}

33. The New Speed of Cultural & Economic Relevancy in the Global Game & Play is at the Speed of Cloud Computing Technology. The New Tool to teach The New Rules & Roles to Play the Global Relevancy Game to Win is at the Speed of Farmville. ©2010 narrativ{a}

35. Game Rules Play Roles ©2010 narrativ{a}

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