{"id":1203,"date":"2011-01-28T08:45:51","date_gmt":"2011-01-28T12:45:51","guid":{"rendered":"http:\/\/thesocietypages.org\/cyborgology\/?p=1203"},"modified":"2011-01-28T14:41:52","modified_gmt":"2011-01-28T18:41:52","slug":"mattel-augments-angry-birds","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/cyborgology\/2011\/01\/28\/mattel-augments-angry-birds\/","title":{"rendered":"Mattel &#8220;Augments&#8221; Angry Birds (?)"},"content":{"rendered":"<p><object classid=\"d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"560\" height=\"340\" codebase=\"http:\/\/download.macromedia.com\/pub\/shockwave\/cabs\/flash\/swflash.cab#version=6,0,40,0\"><param name=\"allowFullScreen\" value=\"true\" \/><param name=\"allowscriptaccess\" value=\"always\" \/><param name=\"src\" value=\"http:\/\/www.youtube.com\/v\/1Bk_nqUQ0fc?fs=1&amp;hl=en_US&amp;hd=1\" \/><param name=\"allowfullscreen\" value=\"true\" \/><\/object><\/p>\n<p style=\"text-align: left\">Angry Birds, Apple&#8217;s best-selling iPhone app with over 50 million downloads, gets physical.\u00a0 <a href=\"http:\/\/www.npr.org\/2011\/01\/25\/133213871\/angry-birds-flies-toward-the-game-board\">Mattel has purchased the rights to convert the video game into a physical board game<\/a>, demonstrating the increasing blurriness between Internet culture and American culture writ large.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" src=\"http:\/\/media.npr.org\/assets\/img\/2011\/01\/25\/angry-bird-knock-on-wood_wide.jpg?t=1295981757&amp;s=51\" alt=\"\" width=\"299\" height=\"168\" \/><\/p>\n<p>This event offers an opportunity to further elaborate the meaning of the term &#8220;augmented reality.&#8221;\u00a0 On this blog we have regularly defined <a href=\"https:\/\/thesocietypages.org\/cyborgology\/2010\/10\/26\/facebook-homepage-for-a-cyborg-planet-2\/\">augmented reality<\/a> as blurring\/collapse\/implosion of the material and the digital worlds.\u00a0 Mattel&#8217;s licensing of Angry Birds for a board game raises and interesting question, because it does not so much represent a collapse in the distinction between digital and physical; instead, it is more a case of copying or mimicking the digital in the realm of the physical.\u00a0 This can hardly be said to be different than Second Life simulating (well, at least, almost simulating) the laws of physics that exist in first life.<!--more--><\/p>\n<p style=\"text-align: left\">Because the Angry Birds board game is entirely separate from its online incarnation, it serves more to reinforce the illusory dichotomy between the digital and the material more than it serves to dispel it &#8211; quite the opposite of augmented reality.\u00a0 Mattel has missed an opportunity here to make a truly 21st Century augmented reality by linking the board game to the app; instead, all they have produced is very old game masquerading as something novel.<\/p>\n<p style=\"text-align: center\"><object classid=\"d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"512\" height=\"288\" codebase=\"http:\/\/download.macromedia.com\/pub\/shockwave\/cabs\/flash\/swflash.cab#version=6,0,40,0\"><param name=\"allowFullScreen\" value=\"true\" \/><param name=\"src\" value=\"http:\/\/www.hulu.com\/embed\/QOl4FKKl6TOsLLJEs7EhFg\" \/><param name=\"allowfullscreen\" value=\"true\" \/><\/object><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Angry Birds, Apple&#8217;s best-selling iPhone app with over 50 million downloads, gets physical.\u00a0 Mattel has purchased the rights to convert the video game into a physical board game, demonstrating the increasing blurriness between Internet culture and American culture writ large. This event offers an opportunity to further elaborate the meaning of the term &#8220;augmented reality.&#8221;\u00a0 [&hellip;]<\/p>\n","protected":false},"author":563,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9967],"tags":[10372,2324,2603,3056,10371,10192,1597,10373],"class_list":["post-1203","post","type-post","status-publish","format-standard","hentry","category-commentary","tag-angry-birds","tag-augmented-reality","tag-digital","tag-material","tag-mattel","tag-physical","tag-second-life","tag-the-office"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/posts\/1203","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/users\/563"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/comments?post=1203"}],"version-history":[{"count":18,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/posts\/1203\/revisions"}],"predecessor-version":[{"id":1220,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/posts\/1203\/revisions\/1220"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/media?parent=1203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/categories?post=1203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/tags?post=1203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}