Détail de l'auteur
Auteur Léa MOREAU |
Documents disponibles écrits par cet auteur (2)
Ajouter le résultat dans votre panier Faire une suggestion Affiner la recherche
Scarce and improper representation of women in video gaming industry advertisements / Léa MOREAU / 2020
Titre : Scarce and improper representation of women in video gaming industry advertisements : Analysis of Comparative Representation and Depiction Type de document : Mémoire Auteurs : Léa MOREAU, Auteur Année de publication : 2020 Importance : 50 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; FEMME ; JEURésumé : This year, The Advertising Standards Authority (ASA) banned the ads for Philadelphia
cream cheese and Volkswagen, following complaints from the public that they perpetuated
harmful stereotypes e.g. when giving a woman a care-giving role. This shows the woman in a
2019 advertisement can still be depicted with the subordinate and domestic roles of a 1940
woman.
It is because advertising is done by white heterosexual males that it usually doesn’t fit with
the reality (Fron, 2007 and Shaw, 2015). There is the same issue with the mostly masculine
gaming industry. Indeed, according to Chess (2016), marketers’ perceptions are not always
accurate that is why there has long been a perception of the primary video game audience as a
white, heterosexual man while other demographics could play with a console.
Indeed, according to The European Mobile Game Market, there were more than 2,5 billion
video gamers all over the world in 2016. Moreover, the Internet Advertising Bureau revealed
that 52% of gaming audience is made up of women and the Entertainment Software Association
declared that adult women audiences now exceed teen boy audiences. However, the Telegraph
put a review of the game Kim Kardashian: Hollywood in the “Women’s Life” section rather
than “Tech”. From a socio-cognitive perspective, stereotypes can be defined as ‘mental
representations of the world’ (Stangor, 2000) that, on an individual level, influence how we
attend to, judge, remember, and respond to people. Knowing that, research has demonstrated
that the reality of a diverse audience versus the perception of a specific kind of gamer
marginalizes woman gamers (Chess et al. 2016), it becomes interesting to study how women
are represented in video game ads and compare to the reality in order to know if marketers have
really understood them well, i.e. to know if the gaming industry is truly inclusive with women.Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531054 Dimensions of resistance to innovation in an entrepreneurial context: Factors delaying the adoption of self-service technologies / Léa MOREAU / 2019
Titre : Dimensions of resistance to innovation in an entrepreneurial context: Factors delaying the adoption of self-service technologies Type de document : Mémoire Auteurs : Léa MOREAU, Auteur Année de publication : 2019 Importance : 21 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; ENSEIGNE ; INNOVATION TECHNOLOGIQUE ; SATISFACTION ; SOCIETE DE CONSOMMATIONRésumé : Several scholars have conducted large-scale studies on factors affecting resistance to innovation and its diffusion. This study narrows the research on eight dimensions: late adoption, continuance intention, satisfaction, Technology Acceptance Level, passive innovation resistance, Technology Readiness Index, need for interaction and quality. Moreover, this paper will focus on the factors causing the delay of the usage of self-service technologies, in order to understand which factor has impact on consumers’ behaviour. Understanding resistance to innovation will enable companies to improve their rate of adopters and build more efficient business strategies. Three factors have been selected to be the focal point for analysis: mistrust in data processing, negative attitude towards technology and need for interaction. Note de contenu : PGE: Bibliogr.P.20-21 Programme : PGE-Rouen Spécialisation : Entrepreneurship Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=496417
LIBRARY - Campus Rouen
NEOMA Business School
pmb
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26