Forming The Guild: Star Power and Rethinking Projective Identity In Affinity Spaces

This paper expands on Gee’s (2004) notion of “affinity spaces” by placing them in the context of games, media stars, and their fans and combining cultural studies and new literacies approaches. The Guild, a web series about the misadventures of MMO-players, written by and starring actor, writer, producer, and gamer Felicia Day, is examined. On WatchTheGuild.com, fans of The Guild enact literacy practices, particularly those that align with Day’s activities and star persona, such as media production and critique. These literacy practices are constrained by the limitations of projective identity in the context of star-based affinity spaces. Taking on projective identities within The Guild’s affinity space, individuals are faced with the impossibility of fully achieving the star’s – Day’s – successful identity as simultaneously gamer and media producer. The imbalance in cultural power allows the professionally manufactured star image to remain forever unattainable. This paper proposes reconsidering projective identity to move beyond the affinity space to develop one’s own sense of mastery outside the context of star-based fandom.