Appropriating Gaming - A Quantitative Content Analysis and Issue Mapping of the Online Campaign #NotMyBattlefield

Abstract: This thesis aims to examine how online engagement in the #NotMyBattlefield campaign can be understood as an online harassment campaign and a continuation of the Gamergate controversy. Research has shown that Gamergate was appropriated by external political groups, such as the Alt-Right. The Alt-Right is known to be highly adept in media manipulation, executing deliberate framing strategies as a means to push political agendas and gain influence online (Blodgett, 2020, p. 187; O’Donnell, 2019, p. 10). The group's appropriation of Gamergate and gaming culture is highly indicative of the politicisation of gaming culture. The aim of this research is twofold. First, an overarching content analysis seeks to analyse the rhetoric arguments and thematic patterns found in conjunction with the hashtag #NotMyBattlefield on Twitter. Secondly, this thesis employs an adapted version of Burgess and Matamoros-Fernández (2016) method of issue mapping. The purpose of this mapping is to analyse the campaign’s relationship to prominent actors within online media, as well as to examine the structure and patterns the campaign followed. The combined results of the content analysis and issue mapping reveal how the #NotMyBattlefield can be understood as a continuation of Gamergate, influenced by Alt-Right ideologies. They bare similarities in the way feminism and political correctness are painted out to be instigators of an attack on gaming culture.Furthermore, the results also reveal how such campaigns are primarily reactionary - only showing increased levels of activity in response to external factors and events. At no point in time did the campaign show any indications of self-sustained motivation or engagement. The results of this thesis further signify the politicisation of gaming culture. The influence of external forces, such as the Alt-Right, signifies a need for further research in order to gain a better understanding of how to circumvent and prevent the radicalisation of gaming.