This is the title of my article in Noah Wardrip-Fruin and Pat Harrigan's new book Second Person, which hopefully will be available this autumn. It's published on MIT press, and directly addresses gaming to a larger degree than First Person, I think.
My contribution is about role-play. I address the relationship between you, the human and you, the fantasy figure. It is one of my favourite issues, yes, I enjoy playing around with you/me relationships!