This can either be this way or it can totally be the opposite. The character might start with doing things morally/ethically right, but then throughout the game, the outside forces (NPCs and monster killing/jumping/going through puzzles) make him become more in sync with today's society. This all depends on your plot and the character.
Yes, it can be totally opposite. However I was thinking on more of a end. The main character could go opposite of "right thing" and as a result story should introduce character that again shows the "right thing". For example you play with character and as story develops your characters starts to be more of a evil person and at the very end he is. However usually new character is introduced and in the part 2 of the game you play as that new character against the evil one. My point no matter how things develop through the story the main message should be the "right thing". If this is not the case then I think critics could be all over your game.
This is true to the certain extent, yes video games can engage players using beautiful graphics. However, a good storytelling within the game can also engage the player. Consider IF (Interactive Fiction). There is no graphics involved, only texts. However some of those stories can be astoundingly engaging, and that comes from the complexity of the story, the deep history and background of the game world (although not a game, Tolkien's Lord of the Rings series pretty much created a whole universe, and is very engaging to the readers).
I agree. However those storys still have GREAT enviorment too. In moder and more advanced games that enviorment is presented through graphics, visuals but they can also be presented only through text if the writter is skilled (but for me, better writte a book then).
This quote I found in some article I can not find right now:
" In traditional dramatic arts, to "write story" is to have creative control over the character's psychological makeup, relationships and the plot arc itself. In games, to "write story" rarely, if ever, entails substantial changes to the actions of the central characters. Rather, the writer develops the "environment" -- ie: everything around the character. A game writer gives the world texture and substance which can, in and of itself, engender excellent writing but doesn't classify, in strict dramatic criteria, as "story"".
It explains it.