Selling Gender: Associations of Box Art Representation of Female Characters With Sales for Teen- and Mature-rated Video Games

Content analysis of video games has consistently shown that women are portrayed much less frequently than men and in subordinate roles, often in “hypersexualized” ways. However, the relationship between portrayal of female characters and videogame sales has not previously been studied. In order to assess the cultural influence of video games on players, it is important to weight differently those games seen by the majority of players (in the millions), rather than a random sample of all games, many of which are seen by only a few thousand people. Box art adorning the front of video game boxes is a form of advertising seen by most game customers prior to purchase and should therefore predict sales if indeed particular depictions of female and male characters influence sales. Using a sample of 399 box art cases from games with ESRB ratings of Teen or Mature released in the US during the period of 2005 through 2010, this study shows that sales were positively related to sexualization of non-central female characters among cases with women present. In contrast, sales were negatively related to the presence of any central female characters (sexualized or non-sexualized) or the presence of female characters without male characters present. These findings suggest there is an economic motive for the marginalization and sexualization of women in video game box art, and that there is greater audience exposure to these stereotypical depictions than to alternative depictions because of their positive relationship to sales.     

Playing With Prejudice: The Prevalence and Consequences of Racial Stereotypes in Video Games

A content analysis of top-selling video game magazines (Study 1) and of 149 video game covers (Study 2) demonstrated the commonality of overt racial stereotyping. Both studies revealed that minority females are virtually absent in game representations. Study 1 revealed that, in video game magazines, minority males, underrepresented generally, were more likely to be portrayed as athletes or as aggressive, and less likely to be depicted in military combat or using technology, than White males. Study 2 also showed evidence of the “dangerous” minority male stereotype in video game covers. Again, underrepresented overall, minority males were overrepresented as thugs, using extreme guns, and also as athletes. Study 3, an experiment, exposed players to both violent and nonviolent games with both White and Black characters. Participants were faster at classifying violent stimuli following games with Black characters and at classifying nonviolent stimuli following games with White characters, indicating that images of popular video game characters evoke racial stereotypes.     

Keeping Abreast of Hypersexuality: A Video Game Character Content Analysis

This study examined male and female sexuality in video game characters. The top 20, best selling console (Microsoft Xbox, Sony PlayStation2, and Nintendo GameCube) video games from the U.S. market for fiscal year 2003 were content analyzed. The 60 video games yielded a total of 489 separate characters with an identifiable sex for coding. Chi-square analyses indicated that female characters (n?=?70) were underrepresented in comparison to their male counterparts (n?=?419) as hypothesized. In comparison to male characters, females were significantly more likely to be shown partially nude, featured with an unrealistic body image, and depicted wearing sexually revealing clothing and inappropriate attire as also predicted. Implications for these findings are discussed using social cognitive theory as a theoretical anchor.     

A Content Analysis of Female Body Imagery in Video Games

The 150 top-selling video games sold in the U.S. across nine platforms were content analyzed to study representations of female bodies. All human females in the games were captured via screenshot and body parts measured. These measurements were then compared to actual anthropometric data drawn from a representative sample of 3,000 American women. The results show that female video game characters at low levels of photorealism are systematically larger than the average American woman whereas female characters at the highest level of photorealism are systematically thinner. This study also found that games rated for children featured females that are thinner than characters in games rated for adults. These findings are discussed in terms of cultivation theory.     

College Students’ Video Game Participation and Perceptions: Gender Differences and Implications

As growing numbers of youth in the United States play video games, potential effects of game playing are being considered. We focused on gender-related aspects of gaming in a study of 206 college students. Men were significantly more likely than women to play video games two or more hours a week and to indicate that video game playing interfered with sleeping and with class preparation. A greater proportion of women than men complained about the amount of time their significant other played video games. Participants rated female video game characters as significantly more helpless and sexually provocative than male characters and as less likely to be strong and aggressive. Gender differences in participation and character portrayals potentially impact the lives of youth in a variety of ways.     

Gender and Race Representation in Casual Games

This paper examines gender and race representation in casual games through content analysis. Study 1 looks at gender and race representation in a random sample (N?=?200) of casual games retrieved from the websites of the largest five casual game distributors. Study 2 looks at the most popular games on websites of the same five multinational distributors (N?=?54) and analyzes how primary characters are portrayed in terms of appearance and personality. Females are overly represented as primary characters but chi-square analyses indicate no significant differences between sexes in terms of how they are portrayed: of note, neither males nor females are depicted in a sexual manner. These results conflict with previous studies of gender representation in game characters: this paper suggests that sampling methodology and the relatively new trend of casual games excluded this subset of games from prior research. Implications are discussed using a social cognitive framework.     

An Examination of Violence and Gender Role Portrayals in Video Games: Implications for Gender Socialization and Aggressive Behavior

Using content analysis, this research examinesthe portrayal of women and the use of violent themes ina sample of 33 popular Nintendo and Sega Genesis videogames. It is proposed that video games, like other media forms, impact the identity ofchildren. This analysis reveals that traditional genderroles and violence are central to many games in thesample. There were no female characters in 41% of the games with characters. In 28% of these, womenwere portrayed as sex objects. Nearly 80% of the gamesincluded aggression or violence as part of the strategyor object. While 27% of the games containedsociallyacceptable aggression, nearlyhalf included violencedirected specifically at others and 21% depictedviolence directed at women. Most of the characters inthe games were Anglo.     

Sexual Priming, Gender Stereotyping, and Likelihood to Sexually Harass: Examining the Cognitive Effects of Playing a Sexually-Explicit Video Game

The present study examines the short-term cognitive effects of playing a sexually explicit video game with female “objectification” content on male players. Seventy-four male students from a university in California, U.S. participated in a laboratory experiment. They were randomly assigned to play either a sexually-explicit game or one of two control games. Participants’ cognitive accessibility to sexual and sexually objectifying thoughts was measured in a lexical decision task. A likelihood-to-sexually-harass scale was also administered. Results show that playing a video game with the theme of female “objectification” may prime thoughts related to sex, encourage men to view women as sex objects, and lead to self-reported tendencies to behave inappropriately towards women in social situations.     

Virtual muscularity: a content analysis of male video game characters

The 150 top-selling video games were content analyzed to study representations of male bodies. Human males in the games were captured via screenshot and body parts measured. These measurements were then compared to anthropometric data drawn from a representative sample of 1120 North American men. Characters at high levels of photorealism were larger than the average American male, but these characters did not mirror the V-shaped ideal found in mainstream media. Characters at low levels of photorealism were also larger than the average American male, but these characters were so much larger that they appeared cartoonish. Idealized male characters were more likely to be found in games for children than in games for adults. Implications for cultivation theory are discussed.     

Friends, fun, frustration and fantasy: Child motivations for video game play

Although a considerable amount of attention has examined potential positive and negative consequences of video game play in children, relatively little research has examined children’s motivations for using games. The current study hopes to address this gap in the literature by examining children’s motivations for video game play in a large sample of youth (n = 1254). Results indicated that video game use was common, and often a social activity. Social play was mainly predicted by motivations related to socialization, fun/challenge and current stress level. Preference for violent games was more common in males and predicted by fun/challenge motivations and beliefs such games could be cathartic for stress. Children with clinically elevated levels of depressive and ADHD symptoms did not play more games, or more violent games, but were more inclined to endorse catharsis motivations for video game use. Results from this study provide understanding of what motivates children to use games, and how the motivations of children with symptoms of psychosocial problems (as identified via subscales of the Pediatric Symptom Checklist) may differ from others.     

Sexualized Video Game Avatars and Self-Objectification in Adolescents: The Role of Gender Congruency and Activation Frequency

Little is known about the effects of playing sexualizing video games on adolescent boys’ and girls’ self-objectified body image. Early and middle adolescents (N = 115; M_age = 12.63, SD = 0.85) participated in a between-subjects experiment testing the effect of playing with a sexualized male or female avatar as compared to a control condition. We revealed that playing a video game with a sexualized avatar increased self-objectification among adolescents. This effect occurred regardless of the gender of the adolescent and, thus, did not support the gender congruency hypothesis. In contrast to the activation frequency hypothesis and video game literature on sexualization, the effect of playing with a female sexualized avatar was not moderated by game frequency. Given the adverse consequences of self-objectification in adolescence, the current study results highlight the need for research on how these effects may be countered.     

The Impact of Body Emphasizing Video Games on Body Image Concerns in Men and Women

Two studies were conducted to determine if playing a video game that emphasized the body would increase negative body-image. Both studies [study 1 (N?=?51); college-aged males from the Midwestern USA; and study 2 (N?=?32); college-aged females from the Midwestern USA] had participants complete body image measures, play a video game that displayed muscular or thin characters for 15 min, and then complete post-game body image measures. Results showed that participants in both studies had significantly lower body esteem after video game play. Further, these findings were independent of the time spent playing video games and body mass index. This suggests that video games have a negative influence on the body-image of players.     

The Effects of the Sexualization of Female Video Game Characters on Gender Stereotyping and Female Self-Concept

The present study utilized an experimental design to investigate the short term effects of exposure to sexualized female video game characters on gender stereotyping and female self-concept in emerging adults. Bussey and Bandura’s (1999) social cognitive theory of gender development and differentiation was used to explicate this relationship. Undergraduate students (N?=?328) at a large U.S. Southwestern university participated in the study. Students were randomly assigned to play a “sexualized” heroine, a “non-sexualized” heroine, or no video game; then completed an online questionnaire. Female self-efficacy was negatively affected by game play with the sexualized female character. Results cautiously suggest that playing a sexualized video game heroine unfavorably influenced people’s beliefs about women in the real world.     

The lone gamer: Social exclusion predicts violent video game preferences and fuels aggressive inclinations in adolescent players

Violent video game playing has been linked to a wide range of negative outcomes, especially in adolescents. In the present research, we focused on a potential determinant of adolescents’ willingness to play violent video games: social exclusion. We also tested whether exclusion can predict increased aggressiveness following violent video game playing. In two experiments, we predicted that exclusion could increase adolescents’ preferences for violent video games and interact with violent game playing fostering adolescents’ aggressive inclinations. In Study 1, 121 adolescents (aged 10–18 years) were randomly assigned to a manipulation of social exclusion. Then, they evaluated the violent content of nine different video games (violent, nonviolent, or prosocial) and reported their willingness to play each presented video game. The results showed that excluded participants expressed a greater willingness to play violent games than nonviolent or prosocial games. No such effect was found for included participants. In Study 2, both inclusionary status and video game contents were manipulated. After a manipulation of inclusionary status, 113 adolescents (aged 11–16 years) were randomly assigned to play either a violent or a nonviolent video game. Then, they were given an opportunity to express their aggressive inclinations toward the excluders. Results showed that excluded participants who played a violent game displayed the highest level of aggressive inclinations than participants who were assigned to the other experimental conditions. Overall, these findings suggest that exclusion increases preferences for violent games and that the combination of exclusion and violent game playing fuels aggressive inclinations.

     

网络游戏定制、角色依恋和忠诚度的关系研究

网络游戏具有巨大的经济前景和良好的发展态势,国内外很多企业都投入大量资金来开发网络游戏。面对激烈的市场竞争,如何吸引和留住游戏玩家,提高他们的忠诚度,是网络游戏开发商所面临的一个重要问题。本文采用问卷调查法,考察了网络游戏中的定制、角色依恋对网络游戏忠诚度的影响。结果表明：（1）网络游戏定制、角色依恋和忠诚度两两之间呈显著正相关。（2）网络游戏定制对网络游戏忠诚度没有直接影响,而是通过角色依恋的完全中介作用对网络游戏忠诚度产生影响。     

Self-concept as a risky driver: Mediating the relationship between racing video games and on-road driving violations in a community-based sample

PurposeThe mediating relationship of self-conceptions as a risky driver on self-reported driving violations was examined for players of “drive’em up” and “circuit” racing video games using an Internet survey of automobile and racing club members. Structural equation modelling (SEM) tested Fischer et al. (2012) extended socio-cognitive model on the effects of risk-glorifying media on cognitions and actions.MethodAn Internet questionnaire was developed and relied upon validated instruments or questions derived from previous surveys. Driver club members were asked about: (1) their frequency of video game playing, (2) self-perceptions as a risky driver and (3) self-reported driving violations. SEM was performed to examine mediating effects of racing video game playing on self-reported driving violations.ResultsPlaying “drive‘em up” video games positively predicted risky self-concept (β = .15, t = 2.26), which in turn, positively predicted driving violations (β = .73, t = 8.63), while playing “circuit racing” games did not predict risky self-concept, although risky self-concept did predict driving violations (β = .72, t = 8.67).ConclusionsSelf-concept as a risky driver mediated the relationship between racing video game playing and self-reported driving violations for “drive’em up”, but not for “circuit racing” video games. These findings are congruent with Fischer and colleagues’ experimental model that self-concept as a reckless driver mediated the relationship between racing video game playing for “drive’em up”, but not for “circuit racing” games and risk-taking behavior in a video of road traffic scenarios.     

Gender Differences in Video Game Characters’ Roles, Appearances, and Attire as Portrayed in Video Game Magazines

Video game characters have the potential to shape players’ perceptions of gender roles. Through social comparison processes, players learn societal expectations of appearances, behaviors and roles. Forty-nine articles were coded from current U.S. gaming magazines, resulting in 115 coded characters. This content analysis of video game magazine articles investigated how characters are portrayed, focusing on gender differences. Males were more likely to be heroes and main characters, use more weapons, have more abilities, and were more muscular and powerful. Females were more often supplemental characters, more attractive, sexy, and innocent, and also wore more revealing clothing. Understanding these video game messages is an important first step in understanding the effects games and magazines may have on behavior and attitudes.     

亲社会视频游戏中的合作对博弈决策中合作行为的影响

以38名大学生和研究生为被试,采用Chicken Game实验范式测量合作行为,考察了单人和双人合作模式游戏后,性别和游戏习惯对玩家在博弈决策中合作行为的影响。结果表明：（1）双人合作模式游戏可以促进玩家在博弈决策中的合作行为;（2）双人合作模式游戏后,男玩家（相比女玩家）在博弈决策中的合作行为更多;（3）玩游戏的习惯影响博弈决策中的合作行为,相比于经常习惯与现实朋友玩游戏和独自玩游戏的玩家,经常习惯与网友玩游戏的玩家在双人合作模式游戏后的合作行为更多。本研究不仅证实了一般学习模型,也证实了亲社会合作类视频游戏可以有效促进博弈决策中的合作行为。     

Sex and the Spectacle of Music Videos: An Examination of the Portrayal of Race and Sexuality in Music Videos

This content analysis used two studies to examine sexual behaviors and sex role portrayals in music videos televised in the United States. The first study included 120 videos recorded from MTV, MTV2, VH-1, BET, and CMT and revealed African American videos were significantly more likely to portray sexual content and female characters in provocative clothing than White videos. The second study analyzed 20 videos from BET??s late-night program, Un:Cut. Results revealed Un:Cut videos depicted seven times as many sexual acts and featured significantly more discouraged sexual behaviors than videos from the five major music video channels. Findings from these studies clarify that race is an important factor when gender roles and sexual content are examined in music videos.