I brought up in class the Xbox One controversy and how tactical media was used to turn pretty much the entire internet against Microsoft. At the time, you couldn’t browse any meme outlet without seeing dozens of these:
playing off the name and its relation to the previous-gen Xbox 360.
The One would have needed to connect to the internet once every 24 hours to work.
I wrote about this in a paper a few years ago. here’s an excerpt about the above image:
The humor in the meme comes from both the stark contrast between the two maps and from the observation that while it is ridiculous that a Playstation 4 would be on a submarine or in space the day it is released, if it were there it could still operate, as it would not need an internet connection. A further level of significance is found in the specific inclusion of a submarine in the meme. In an interview with Gametrailers, Don Mattrick, who at the time was the President of Interactive Entertainment Business at Microsoft, made the comment: “when I read the blogs, and thought about who’s really the most impacted, there was a person who said ‘hey, I’m on a nuclear sub,’ and I don’t even know what it means to be on a nuclear sub but I’ve gotta imagine it’s not easy to get an internet connection.” The meme’s inclusion of a submarine references this famous interview in which Mattrick discussed the problems of a console that requires an internet connection, an interview which is most remembered for Mattrick’s proposed solution: “fortunately we have a product for people who aren’t able to get some form of connectivity, it’s called Xbox 360.” Here the meme forms a connection to the moment when Mattrick told those without internet access to, in effect, “forgo the future of gaming” by purchasing a relatively outdated product (Epstein). The meme uses this reference to the Xbox One’s blatant exclusion of an entire market, as well as actual data and humorous examples, to justify the controversy over the Xbox One and spread awareness of some of the specific issues present.
Epstein, Zack. “Video: Xbox boss issues worst possible response to Xbox One critics.” Bgr. 12 June 2013. Web. 8 Dec. 2013.