Procedural rhetoric

Procedural Rhetoric is a concept developed by Ian Bogost in his book Persuasive Games: The expressive Power of videogames (MIT Press 2007). He describes it as “the art of persuasion through rule-based representations and interactions, rather than the spoken word, writing, images, or moving pictures.” And also as “the art of using processes persuasively.” Bogost uses Video Games as his medium to clarify this new concept. To better define his new concept Bogost goes on to break down the terms he used to describe it; Procedure and Rhetoric. He also then goes on to describe the effects of the Procedural Rhetoric contained in Video Games on three mediums; Politics, Advertising, and Education.

Procedure

Bogost first describes procedure as the masses would define it; a static course of action, often viewed as unquestionable (viewed often in negative connotation). He then goes on to quote a passage from Janet Murray’s book Hamlet on the Holodeck to accurately define procedure in respect to computerized mediums “a defining ability to execute a series of rules.” He explains that Procedural Systems create behaviors based on rule-based models; providing the possibility of many different outcomes each conforming to the same “rules”.

Rhetoric

Bogost again describes rhetoric as a term often viewed negatively by the masses. But goes on to state its history. Pointing out that the term itself is over 2500 years old first used by Plato in Gorgias in reference to the art of persuasion. He goes on to describe the many different forms of persuasion that exist outside of orally such as visually and digitally.

Politics

Bogost shows the deep effect of procedural rhetoric on politics through the example of the video game titled “The Howard Dean for Iowa Game.” He goes on to discuss how the game how this game represents the “procedural rhetoric of politics”, claiming in the game “one amasses supporters in support of nothing more than support.”

Adverstising

Bogost again depicts the effect of procedural rhetoric in advertising through the use of a specific video game as an example. In this case he uses the game Animal Crossing as his example. He states that in the game, however geared for children, there are certain rare things in the game that can only be found during the late hours of the night, meaning that the child would most likely have to ask permission to acquire this rare item or enlist the help of his parent(s) to acquire it for him/her due to it only being available during the late night hours. He points out that this could be incentivized by the parents, ie. “do your chores and I will let you stay up to get it, etc.” This does well to show the persuasive power video games can have in advertising as that would appeal to both the parent and the child.

Education

Bogost uses the Tycoon game franchise as an excellent example of the educational value of procedural rhetoric. In these games the player is tasked with creating their own theme park, zoo, or other such businesses depending on the variant. Through the games allowance of the player to develop their business as they see fit based on their own values and routines, yet ultimately requiring a successful business to progress it allows the player to learn and grow as they play.

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