Croft, Martin, and Nathalie Kilby. "Mortal Kombat Viral Is Tool For Bullying, Claims Charity." Marketing Week 16 Nov 2006: 3.
This article explains how an anti-bullying charity group is complaining about a video game campaign for Mortal Kombat. In this campaign people are directed to a website where they can upload images of their friends to be superimposed on the fighting video game characters. These superimposed Mortal Kombat characters are then sent to that person in the form of a “Death Diss” whereby the character is brutally murdered. The charity Bullying Online worries that real life bullies will upload images of their enemies to this site and it will only cause issues between the two parties in question. It states that the site has already seen examples of people using this viral marketing tool as a malicious way to insult somebody. A complaint about this advertisement campaign was made to the Advertising Standards Authority, the leading groups in controlling advertising. It is unknown if this campaign will cause the dreaded actions Bullying Online is worrying about.
This article relates to the thesis because violent media is being used in a manner that could potentially cause a movement to action by the receiving end of this viral marketing campaign. There are great worries by Bullying Online that such an advertising campaign might enrage somebody so much that they might react very violently against the opposing person. Just as The Warriors caused a few kids to act violently due to the violent media being viewed, there is a concern that this viral marketing campaign could cause the same response.