GAMIFICATION IN SOCIO-CULTURAL STRUCTURES: ADVANTAGES AND DISADVANTAGES

The paper deals with (dis)advantages of gamification in such fields as management, politics, communication, education, and technologies through the comparative analysis of English, German, French, Spanish, Russian, and Ukrainian literature. Gamification is a relevant issue in business. The results of gamification are the commercialisation of education, pseudo-scientific approach, and fragmentation of knowledge. However, making learning more engaging can also lead to more enjoyable learning and better academic performance. Game technologies are used by the media to manipulate people, nevertheless, they introduce innovations into the public sphere. Gamification could deny real life, on the other hand, it is a kind of socialisation and protective mechanism. In communication, gamification develops self-virtualisation, trains communication skills. Gamification creates the illusion of easy action without moral consequence and legitimises violence on the computer screen, however, it presupposes responsibility for implemented phantasies and develops direct aggressive energy.