Digital Game as an Artistic Mimesis and a Cult Brand
Digital Game as an Artistic Mimesis and a Cult Brand

Summary/Abstract: This paper will analyse the issue of the digital game as a modern art and as a brand. In the first part of the paper, the construct of culture in the context of popular culture will be preliminarily determined. Then, culture in a broader interdisciplinary sense will be considered, starting from William’s theory of culture, Eagleton's perspective of culture, and Griswold's theory of the cultural object. The second part will analyse Huizinga’s theory, which shows the game as the basic core of human expression, and Barthes' theory of myth on the example of the digital game The Walking Dead. Digital games are viewed from the aspect of marketing semiotics where they are presented as cultural brands, cultural objects, and cultural signs. Ultimately, we will implement Kapferer’s theory of brand identity on digital game identity. The digital game is thus viewed as a brand, and its main characters as brand extensions. The aim of this paper is to present, research and analyse the phenomenon of digital game as an art, but also as a cultural brand. The contribution of the work is manifested in the interdisciplinary approach of cultural theory, media pedagogy, semiotics, and marketing. Digital game is viewed in the context of art where mimesis is understood as an artistic experience of reality.

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