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According to research author Anne Allison: “Because of inner connection, Tamagotchi also evokes the sensation of an interpersonal relationship, something children told me keeps them company in what is an age rife with dislocatedness, flux and alienation” (Allison, 183).
It was this space or gap in children’s lifestyles at the time that allowed for the Tamagotchi to step in and gain widespread popularity.
Appropriately, the game begins with a tiny egg, from which hatches a virtual animal.
The object of the game is to care for the animal by performing various functions, including feeding it, playing with it, disciplining it, allowing it to sleep, and maintaining its hygiene.
Initially marketed toward young school children, Tamagotchi took off with high school age Japanese girls.
A digital toy that could respond and interact with children in a way that simulated real life, despite a simple interface design, was destined to start a marketing trend, if not change the concept of "mass media" entirely.The Tamagotchi was a small, egg-shaped, hand-held LCD video game that was created in Japan in 1996.It became wildly popular in Japan, the United States, and other locations across the world, but only for a very brief period of time. Manufactured by the Bandai Corporation of Japan, it was marketed as “the original virtual reality pet” (Lee 305).Multiple generations of the toy were manufactured, and it was also mimicked by several different companies.The name “Tamagotchi” is a wordplay on the Japanese “tamago,” which means egg (Gilson 368).