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ERIC Number: EJ991140
Record Type: Journal
Publication Date: 2012-Dec
Pages: 8
Abstractor: As Provided
Reference Count: 16
ISSN: ISSN-0270-4676
Diffusion of Innovation Theory and Xbox Live: Examining Minority Gamers' Responses and Rate of Adoption to Changes in Xbox Live
Gray, Kishonna L.
Bulletin of Science, Technology & Society, v32 n6 p463-470 Dec 2012
This article examines the response of minority gamers as they adopt new innovations in Xbox Live. Using diffusion of innovation theory, specific attention is given to gamers' rate of adoption of the new Xbox Live environment, which was a recent update to the Xbox Live interface. By employing virtual ethnography, observations, and interviews reveal that gaming duration and gender are significant factors in identifying a gamer's successful rate of adoption of the new innovation. Female participants reveal that Xbox Live intentionally targets males as the default gamer and enact changes based on their needs. The research concludes with a plea to Xbox Live to acknowledge minority gamers such as women to incorporate their needs within the decision-making process of new innovations. (Contains 2 notes and 2 tables.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A