The article examines the main aspects and principles of gamification technology, which is an effective way of making changes in teaching methods, an opportunity to provide students with not only theoretical knowledge about the subject matter, but rather to develop their creative potential. Gamification is studied in three aspects: how motivational learning opportunities are implemented; in terms of studying the psychological factors of the game process as well as analyzing of behavioural results. The authors describe several ways of using gamification by means of information technology in education, in particular in journalism training. A number of educational services and communities which are used in the educational process are reviewed. Based on the comparative analysis, the issues of the conceptual and categorical apparatus of gamification technology are specified. The analysis of scientific sources has provided grounds for identifying the main components of the gamified learning process and game elements that form the mechanics of the gamification process, such as challenge, tasks, tests, cooperation, feedback, accumulation of resources, rewards, and the state of victory. The article considers gamification both as a teaching method and as a means of organizing a complex learning process in higher education. Approaches to the development and successive stages of the lesson in the course "Mass Communication and Information" using gamification technologies are proposed. An attempt is made to delve into each stage of developing the plot of an educational game in order to master the principles of building a game plot, storytelling tools using specific examples and introducing gamification elements into a practical lesson. The contextual factors of gamification are studied on the example of the project of a practical lesson of the mentioned training course, based on the discussion of motivational possibilities, taking into account the psychological/behavioral results of gamification. It has been found that the final learning outcomes and competences of students have become, firstly, an indicator of achieving the goals and objectives set in the educational game, and also allowed to establish that the introduction of game elements in the learning process contributes to increasing the cognitive activity of students due to the effect of novelty, forming interest in knowledge, developing learning motivation and initiative, and also makes it possible to combine practical activities with theory. The empirical results on the effectiveness of gamification in journalism classes show that educational games provide a positive effect, but the latter largely depends on the context in which gamification is implemented, as well as on the users involved in the educational game, the latter factor being addressed through proper psychometric studies of the student audience.
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