Linguistic Frame as a Gamification Strategy: The Influence of Individual and Organizational Factors on Frame Preferences

Abstract

The article presents gamification as a communication strategy that goes beyond game mechanics oriented traditional approaches and focuses on its less researched, non-technological form. The study combines the theory of linguistic frames with the concept of gamification effectiveness in organizational environments, and is based on the assumption that the use of linguistic frames (framing) creates a mechanism through which employees’ cognitive, emotional, and motivational responses can be transformed or “restructured”.

The study analyzes the influence of individual characteristics and organizational culture on gamified communication, preferences for linguistic (including lexical) frames, and their effectiveness. The results indicate that the effectiveness of gamified communication is determined by the interaction between individual and organizational factors, highlighting the importance of personalized and culturally adapted communication in organizational gamification strategies.