Augmented Reality: Rhetorical Analysis of "Pokemon GO"

While the idea of augmented reality has been steadily maturing over the last decade or so, Pokemon GO brought the concept to the forefront of public attention this past summer. Relying on the adoration and influence of people in their teens and twenties, this app was released to the satisfaction of young men and women that grew up playing Pokemon games.

As children, they had only dreamed of being able to walk around their neighborhood while catching fantastic creatures and battling their friends. This Augmented Reality application focuses specifically on the concept of Identification to turn dreams into reality.

As Burke explains, identification is “an alignment of interests and motives.”

“We may identify with someone (or some cause) and thus come to share belief because we imagine or desire to be one with another, or to feel energized or uplifted by our association.”

When users play Pokemon GO, they are associating themselves with a customized character and ultimately accepting that they now share that character’s motives to catch and train creatures. This identification allows the app to feel less like a game and more like a lifestyle, especially given the opportunity to interact with other users in the area.

For many reasons, this Augmented Reality application went Viral worldwide. At its peak in July 2016, there were over 40 Million daily users. And, only 19 days after the app was released, it had been downloaded over 50 Million times with more first-week downloads than anything else in the Apple App Store.

From what I remember, there had been almost no conversation about Pokemon GO before it was released. However, the day it became available, news of the AR game spread like wildfire through Word-of-Mouth and Social Media interactions. Soon, everyone wanted in on the game.

From Nahon and Hemsley’s comments on virality, “There is a sharp acceleration in the number of people who are exposed to the message because there is a period of time early on in the social sharing process where the audience grows very rapidly…”

Unfortunately, as virality usually demands, usage of the game has declined over time as interest has waned. Until updates with exciting new AR features come about, usage will remain low. However, the impact of this game will not be easily forgotten by consumers or producers. Rumors suggest that an AR version of Harry Potter might be in the works as just one of many Augmented Reality applications to come.

Sources: 

1. Blakesley, David. The Elements of Dramatism. (page 15).

2. Kawa, Luke and Katz, Lily. These Charts Show that Pokemon GO is Already in Decline. 

3. Nahon and Hemsley. Going Viral. (Page 25)

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Emily Weaver

Damien Raymond