How do brand and object meanings relate to player identity expressions and social roles?
Game play is structured within an environment that influences the object meanings (Boellstorff 2008; Ludlow and Wallace 2007; Malaby 2006; Taylor 2006). Players who create content are confined to the choices imposed by the game structure for their self-display (Bortree 2005; Ellison, Heino, and Gibbs 2006; Papacharissi 2002; Vasalou et al. 2008), which may affect the objects and brands they use in their social interaction. The process of social interaction occurs within this structure and may affect the social roles adopted by participants (Blumer 1969). Similarly, the setting for self-presentation depends on the graphical displays, game capabilities, and virtual locations for performance, such as a lounge, raceway, or beach (Goffman 1959). Influences may come directly from advertisements in the game for certain brands or branded objects that intend to stimulate behavior (Solomon 1983). Considering the role of the game, which is run by corporations and partly funded by advertisers, a t
