@dankempster: I think many people do use reviews as a buyer's guide, and there is value in that. However, I also think many people only [think] they use reviews as a buyer's guide. Especially those on a site like Giantbomb, there is less of a need for a buyer's guide. Besides obscure game's [surprise hits], we all know which game's we will buy...sometimes years in advance. I know I will buy the Last Guardian and Bioshock Infinite in 2012, and I don't need a review to tell me to. I think the same is true for many other people. It's come to a point where there's so much coverage and I have so much knowledge of video-game studios, that for the most part I don't need a review to assist my purchases.
When Shawn Elliott was a journalist [Games For Windows Magazine], he advocated the review as a conversational piece specifically for this reason, and that was reflected in his writing. Jeff Gerstmann differed from Shawn, and advocated reviews primarily as a way to assist the consumer. Interestingly, I still often find Jeff's reviews nice to read. I liked his [negative] review of Catherine because his experience differed so greatly from mine, and he described it well. Jeff Gerstmann's writing is not as haute as Kill Screen or Edge, but he can still grab me. I think his position that reviews are only a buyer's guide undersells the quality of his writing. On the other hand, I think the unpretentiousness of Jeff, and the rest of Giantbomb is part of the appeal. I enjoy the fun, laid-back approach to games as much as anyone else.
I think in the internet age there is less of a need for purchasing advice, and the direction Giantbomb has taken video-game journalism is reflective of that. Giantbomb is mostly a video centred website, and the podcast plays a big role too. The appeal of the site is primarily the personalities of the Bombsquad. People think Ryan, Jeff, Vinny, Brad, and Patrick are likeable, fun people, and they come for the atmosphere they create together. My girlfriend is not a hardcore gamer but she enjoys watching Quick Looks because she likes the Bombsquad; she even knows them by name. It creates an imagined reality where gamer's get to feel like they're enjoying a game session with likeable people who share their interests. I think Giantbomb taps into the need for a shared sense of community among gamer's more than a need for purchasing advice.
Shawn Elliot brought up this issue [and other issues to do with game's journalism] many times on GFW Radio. On his blog he moderated a symposium, which included commentary by game industry vetereans including Jeff Gerstmann. I found it interesting, so if you're interested:
Part I: http://shawnelliott.blogspot.com/2008/12/symposium-part-one-review-scores.html
Part II: http://shawnelliott.blogspot.com/2009/02/symposium-part-two-review-policy.html
Also, thanks for the compliments.
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