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Keywords: Fallout, Genette, Transtextuality, Narrative, Interpretation In this master’s thesis, therefore, the intertextuality system presented by Fallout is re-defined and classified applying the Textual Transcendence theory of narrative and intertextuality theoretician Gérard Genette, through the classical and popular reference examples that compose it. These components not only make Fallout a “possible” projection of the dark future but also habilitate it to be analyzed in the context of narrative and intertextuality theories concerning its postmodern narrative model and reference system built on popular culture.
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Digital game is viewed in the context of art where mimesis is understood as an artistic experience of reality.īy re/presenting unique concepts such as uchronia, futurism, retro-futurism, futurology, technological determinism, simulacrum, anachronism, and post-apocalypse borrowed from the history of art and philosophy, Fallout (1997), as an open-world turn-based/real-time hybrid role-playing game, is one of the games that made its name in the history of video games through its extraordinary story. The contribution of the work is manifested in the interdisciplinary approach of cultural theory, media pedagogy, semiotics, and marketing. The aim of this paper is to present, research and analyse the phenomenon of digital game as an art, but also as a cultural brand.
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The digital game is thus viewed as a brand, and its main characters as brand extensions. Ultimately, we will implement Kapferer's theory of brand identity on digital game identity. Digital games are viewed from the aspect of marketing semiotics where they are presented as cultural brands, cultural objects, and cultural signs. The second part will analyse Huizinga's theory, which shows the game as the basic core of human expression, and Barthes' theory of myth on the example of the digital game The Walking Dead. Then, culture in a broader interdisciplinary sense will be considered, starting from William's theory of culture, Eagleton's perspective of culture, and Griswold's theory of the cultural object. In the first part of the paper, the construct of culture in the context of popular culture will be preliminarily determined. This paper will analyse the issue of the digital game as a modern art and as a brand.