Once You Shop, You Can't Stop: Are Big-Brand Companies Producing Games for Girls, or Girls Themselves?

Autor/in	Hughes, Rebecca
Titel	Once You Shop, You Can't Stop: Are Big-Brand Companies Producing Games for Girls, or Girls Themselves?
Quelle	In: Gender and Education, 34 (2022) 4, S.394-410 (17 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Hughes, Rebecca)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0954-0253
DOI	10.1080/09540253.2021.1962517
Schlagwörter	Gender Issues; Video Games; Sex Role; Females; Internet; Femininity; Marketing + Suchen Sie Ihr Suchwort? Geschlechterfrage; Video game; Videospiel; Videospiele; Geschlechterrolle; Weibliches Geschlecht; Femaleness; Weiblichkeit
Abstract	Free, online games tailored specifically for girls have carved out a burgeoning niche in a marketplace that has traditionally catered to the interests of boys. However, girls' games may have a negative impact not only on girls' perceptions of their gendered roles in society, but also on their attitudes towards their future career choices. Using purposeful sampling, a series of girls' games were drawn from the Disney, Hasbro, Mattel, and Shopkins websites for investigation. Thematic analysis identified four major themes: (1) emphasis on girls' perceived interest in clothes, make-up, and shopping, (2) promotion of idealized notions of femininity, which is wholesome, compliant, and domesticated, (3) emphasis on gender performanity and role-play, (4) reinforcement of leisure activities and frivolous over-consumption. Media messaging conveys the cultural ideologies, sociopolitical agendas, and economic interests of multinational corporations. Are big-brand companies producing engaging games for girls, or are they instead producing girls themselves? (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01