The cases of Rachel and Katarina illustrate otherwise—whatindividual players bring to the game shapes not onlyhowthey play, butwhatthey play.Confronted with identical game packages, the girls had very different goals and expectationsof what it meant to playZoo Tycoon.In turn, these individualized endpoints influenced whatparts of the game they attended to in learning how to play.
This relates to my individual project, I'm looking at the interaction and learning happening on Tumblr with social justice related content. The individualization that the authors discuss here is central to activity on Tumblr, the experience is customizable based on users' intentions, goals, and activity while on the site.