Digital pitchforks and virtual torches: Fan responses to the Mass Effect news debacle

Abstract

In early 2008, what started as a small report in an online conservative outlet on the Xbox 360 videogame Mass Effect was picked up by a number of news outlets and blogs. In particular, Fox News’s ‘Live Desk with Martha MacCallum’ produced a segment on the game, claiming it was fully interactive digital pornography. One of the show’s guests, pop psychologist Cooper Lawrence, argued that the game’s sexual content was harmful, but did so with no firsthand knowledge of the game, incensing fans of the game. Those fans proceeded to respond in various ways, particularly on the internet. The present research examines three distinct areas of these fan responses — forum discussions, YouTube videos, and the ‘review bombing’ of Cooper Lawrence’s books on Amazon.com. The various ways in which fans expressed their anger at, displeasure with, and opinions on the story and how the game was treated in the media present a chance not only to look into the mindset of these fans toward the various institutions involved in but also paint a picture of fan and gamer cultures in general.