| 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 : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMMUNICATION ; FEMME ; JEU
|
| Résumé : |
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 |
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Scarce and improper representation of women in video gaming industry advertisements / 2020 
