Gamification (On the Edge of Work and Entertaiment)
Gamification (On the Edge of Work and Entertaiment)

Summary/Abstract: The status of social networks in current modern marketing is practically clear. We no longer speak about them within the terms of some trend, but rather consider them a full-fledged marketing communication channel of the majority of brands. Their importance is increased especially for brands whose majority target groups consist of the audience using social networks, i.e. mainly the younger generations of the population. Communication via social networks can often shift any boundaries defined by stereotypes stemming from the communication established in the society. Communication on social networks in specific areas, such as e.g. communication of educational institutions, can to a great extent seem limited due to unexciting topics or its formality. However, it is overstepping of these limits that determines the achievement of relevant results. The objective of the paper is to categorize and characterize elements overstepping the boundaries of the established communication stereotypes in this part of the market on the basis of an analysis of communication of an educational institution on social networks. The paper will point out the elements of communication of an educational institution on social networks, which, in certain moments, have a tendency to operate on the edge, or beyond it, of the field in question, thus overstepping the stereotyped limits and contributing to stretching the limits of communication of educational institutions in the social media environment.

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