Investigating what the media says to the intended audience about images and stories:
• Implied values and attitudes transmitted by the media
• Accessibility – understanding it as well as being able to obtain/access it
• Gender of the intended audience – is it directed mainly to young females, males, no specific gender?
• Is this a “respected” media or something that offers a chance to “defy” authority?
The content we are looking for will focus on children, not parents and teachers.
Thursday, November 21, 2013
Intended Audience
Who is the intended audience of handheld video games? Why? Is it directed to young females versus young males? Is it gender specific at all? What do you think?
I guess alot of the games seem directed at what boys typically are interested in but girls like things like hunting and racing as well. Plus it seems like their are alot of new games out like cooking games, and animal care games as well. Alot more game characters are becoming female now too so it seems they are trying to broaden their market.
Thanks again for your post Janice. It seems as though the media and our society as a whole does an excellent job of deciding what we like and don't like based on traditions from the past. I posted a link a few posts down that is very similar to your thoughts here if you want to take a look. Do you think that by having the cooking and animal games for young girls it creates stereotypes? What stereotypes do you think occur based on the type of video games children choose? Or do you think they are stereotypes at all?
Thanks Janice for your posts. If you still want to see the videos, copy and paste the url into your browser. :) Here is an interesting presentation about gender in game characters. http://prezi.com/o0mfn8wph_-a/females-in-video-games/
Many video games allow you to choose or create your gamer character. How do would you choose your character? Have you ever chosen a character opposite of your own gender? If you are a 'boy' have you played as a 'girl'? On the PBS / Game Show channel on YouTube, I found a video with some interesting facts and questions that got me thinking. You can view this particular video here if you like - http://youtu.be/WFOVVAhnAns . Otherwise, what do you think about the questions asked here?
Here are some responses from people when I asked the question on Facebook:
Male: Female characters tend to have a higher skill set than males do but with less strength. [My younger son] won't play the female but [my older son] and I do…
Male: [I] picked ones that looked more like me or [I] relate to more
Female: I always have chosen female if that was an option:) Especially if I can choose their clothes and hair.
Female: Thats usually the funnest part , creating an avatar or choosing one!
Female: I have played as both. It depends on what options are available and how I feel at the moment.
Female: Interesting, I would never choose the opposite gender... I think females need to compete as females to prove that they can win, or show their best game.
In the past, I believe the warrior-type video games were directed toward young males, but with the diversity of games being produced now (to include female heroines, or female interests) the marketing of these games seems to be directed toward both genders equally.
Thanks for your post Diane. I agree that the diversity of games is increasing rapidly. There seems to be another new 'app' for the iPod or iPad every time you look. I can truly see the difficulty with censorship of violent games. However, when you say the marketing of these games is directed to both genders equally, I must question that. How did you come about that belief? I would love to know. For me, I believe the opposite. I think that much of the handheld games are directed toward the younger male audience. If you take a scroll down the forum, you can see how I have included some points from a website that discussed gendered reading. The one that particularly reminded me of your post was when it talked about merchandise from the game 'Halo' being advertised through the purchase of fast-food stores. It seems like the more popular and advertised games are the ones that are directed toward a male audience. I am not saying there are no female games advertised, I just think they are much fewer and far between. But I'm curious, what you think?
I think handheld video games are targeted towards ages 6 to 18. I think there are a lot of reason as to why this is the targeted group, but one of them is that it's easy to design games for these ages that will be largely accepted. They target both young males and young females. Nothing is saying a young lady has to play the cooking game and a young man has to play the race car game. Media does not dictate what gender plays what games but parents may end up buy their little girl the baking game simply because that's how society thinks. Although, if you look at the colours and listen to the music of games such as a baking game, it appears to be more pink and "fluffy"...
Thanks for your post Brenna. While I agree that media does not explicitly say which game a child is to play, I do think it is definitely an influencing factor. For example, if the media began to depict the idea that young girls are having so much fun playing a hunting game, I think more girls may want to try it. I think that the media really limits our thinking as it shapes what we see and hear. As a soon-to-be teacher I have learned the importance of investigating below the surface and that has made all the difference. Ultimately, I do think though, that media is what influences society to think the way they do or the media is at the very least the part of the problem. If you get a chance, take a look at what I posted below, I would love to hear your comments on it. The website is awesome as it talks about many issues that arise with the development of video games.
In terms of gender representation of video games it is easy to see that the target audience for video games is male. In fact studies show that 62% of Canadian gamers are male.[1] Because of that video games are typically created for the majority and thus end up portraying ideals such as power and violence. Girls are usually given games about cooking or art or something. Right away this sparked an interest in me. It seems like a stereotype in a way. A 2007 study showed that male characters were significantly more likely to be portrayed as aggressive, in fact 83% versus 62% of female characters. On the other hand female characters were much more likely to be portrayed in a sexualized way (60% versus just 1% of male characters). [2] The mere playing of video games is cementing those typical stereotypes, is that what you want to teach your children?
In most cases in my experience, it is children around the ages of 7 to 18 that are utterly fascinated with video games. I found that the following website had a lot of great tips and ideas for concern for parents to discuss with children. Much of this information makes me think that the target audience for video games is much younger then I originally thought. The media displays video games everywhere; advertisements are what create the desire for children to play these games in the first place! Some points that are addressed are: • Young children have difficulty distinguishing reality from fantasy, which makes them more vulnerable to the effects of media violence. They may become more aggressive and fearful if they are exposed to high levels of violence in video games. • The violence portrayed in video games usually has no consequences, and is often there for the sake of humour. • Children have easy access to violent computer and video games. • The entertainment industry markets violent media to young children. In 2009, the U.S. Federal Trade Commission (FTC) released a report that exposed how media industries target young children with violent entertainment meant for adults. According to the FTC, almost every video-game company they investigated marketed violent M-rated games to teens, particularly through print ads in popular gaming magazines and on websites popular with children or teens. As well, children were targeted through partnerships with convenience stores and fast-food restaurants, such as the cross-promotion that put Halo 3 merchandise in 7-Eleven and Burger King. [3] • Children's ideas of what it means to be male and female can be negatively influenced by stereotypes found in media. Many video games are designed by males for males, and may lead young people to hold perceptions of gender roles that mirror how men and women are depicted in video games.[4] • The Entertainment Software Ratings Board (ESRB) rating system does not cover some games. • Games often have a multiplayer component which allows children to play with other people over the Internet. These multiplayer games usually permit conversation between players which is typically un-moderated.
For more information visit the following website: http://mediasmarts.ca/video-games/video-games-special-issues-young-children
[1] Essential Facts About the Canadian Video Game Industry. Entertainment Software Association of Canada, 2011. [2] Dill, Karen and Kathryn Thill. Dill & Thill Video game characters and the socialization of gender roles: Young people’s perceptions mirror sexist media depictions, Sex Roles, 2007. [3] Marketing Violent Entertainment to Children: A Sixth Follow-Up Review of Industry Practices in the Motion Picture, Music Recording & Electronic Game Industries. Federal Trade Commission, December 2009. [4] Dill, Karen and Kathryn Thill. Dill & Thill Video game characters and the socialization of gender roles: Young people’s perceptions mirror sexist media depictions, Sex Roles, 2007
I believe that most violent games are directed to young males because of the shootings and killings. Not many young girls are interested in that sort of things. Although there are games who are directed to the just young females as well.
I don't think there is any age or gender to these video games. as a child care giver of children from two to twelve years of age they all play the same games. The younger ones get help from time to time from their siblings. There are certain games that are targeted for young girls rather than the boys fashion,makeup etc.
I guess alot of the games seem directed at what boys typically are interested in but girls like things like hunting and racing as well. Plus it seems like their are alot of new games out like cooking games, and animal care games as well. Alot more game characters are becoming female now too so it seems they are trying to broaden their market.
ReplyDeleteThanks again for your post Janice. It seems as though the media and our society as a whole does an excellent job of deciding what we like and don't like based on traditions from the past. I posted a link a few posts down that is very similar to your thoughts here if you want to take a look. Do you think that by having the cooking and animal games for young girls it creates stereotypes? What stereotypes do you think occur based on the type of video games children choose? Or do you think they are stereotypes at all?
DeleteThanks Janice for your posts. If you still want to see the videos, copy and paste the url into your browser. :)
ReplyDeleteHere is an interesting presentation about gender in game characters. http://prezi.com/o0mfn8wph_-a/females-in-video-games/
Many video games allow you to choose or create your gamer character. How do would you choose your character? Have you ever chosen a character opposite of your own gender? If you are a 'boy' have you played as a 'girl'? On the PBS / Game Show channel on YouTube, I found a video with some interesting facts and questions that got me thinking. You can view this particular video here if you like - http://youtu.be/WFOVVAhnAns . Otherwise, what do you think about the questions asked here?
ReplyDeleteHere are some responses from people when I asked the question on Facebook:
DeleteMale: Female characters tend to have a higher skill set than males do but with less strength. [My younger son] won't play the female but [my older son] and I do…
Male: [I] picked ones that looked more like me or [I] relate to more
Female: I always have chosen female if that was an option:) Especially if I can choose their clothes and hair.
Female: Thats usually the funnest part , creating an avatar or choosing one!
Female: I have played as both. It depends on what options are available and how I feel at the moment.
Female: Interesting, I would never choose the opposite gender... I think females need to compete as females to prove that they can win, or show their best game.
In the past, I believe the warrior-type video games were directed toward young males, but with the diversity of games being produced now (to include female heroines, or female interests) the marketing of these games seems to be directed toward both genders equally.
ReplyDeleteThanks for your post Diane. I agree that the diversity of games is increasing rapidly. There seems to be another new 'app' for the iPod or iPad every time you look. I can truly see the difficulty with censorship of violent games. However, when you say the marketing of these games is directed to both genders equally, I must question that. How did you come about that belief? I would love to know. For me, I believe the opposite. I think that much of the handheld games are directed toward the younger male audience. If you take a scroll down the forum, you can see how I have included some points from a website that discussed gendered reading. The one that particularly reminded me of your post was when it talked about merchandise from the game 'Halo' being advertised through the purchase of fast-food stores. It seems like the more popular and advertised games are the ones that are directed toward a male audience. I am not saying there are no female games advertised, I just think they are much fewer and far between. But I'm curious, what you think?
DeleteI think handheld video games are targeted towards ages 6 to 18. I think there are a lot of reason as to why this is the targeted group, but one of them is that it's easy to design games for these ages that will be largely accepted.
ReplyDeleteThey target both young males and young females. Nothing is saying a young lady has to play the cooking game and a young man has to play the race car game. Media does not dictate what gender plays what games but parents may end up buy their little girl the baking game simply because that's how society thinks.
Although, if you look at the colours and listen to the music of games such as a baking game, it appears to be more pink and "fluffy"...
Thanks for your post Brenna. While I agree that media does not explicitly say which game a child is to play, I do think it is definitely an influencing factor. For example, if the media began to depict the idea that young girls are having so much fun playing a hunting game, I think more girls may want to try it. I think that the media really limits our thinking as it shapes what we see and hear. As a soon-to-be teacher I have learned the importance of investigating below the surface and that has made all the difference. Ultimately, I do think though, that media is what influences society to think the way they do or the media is at the very least the part of the problem. If you get a chance, take a look at what I posted below, I would love to hear your comments on it. The website is awesome as it talks about many issues that arise with the development of video games.
DeleteIn terms of gender representation of video games it is easy to see that the target audience for video games is male. In fact studies show that 62% of Canadian gamers are male.[1] Because of that video games are typically created for the majority and thus end up portraying ideals such as power and violence. Girls are usually given games about cooking or art or something. Right away this sparked an interest in me. It seems like a stereotype in a way. A 2007 study showed that male characters were significantly more likely to be portrayed as aggressive, in fact 83% versus 62% of female characters. On the other hand female characters were much more likely to be portrayed in a sexualized way (60% versus just 1% of male characters). [2] The mere playing of video games is cementing those typical stereotypes, is that what you want to teach your children?
ReplyDeleteIn most cases in my experience, it is children around the ages of 7 to 18 that are utterly fascinated with video games. I found that the following website had a lot of great tips and ideas for concern for parents to discuss with children. Much of this information makes me think that the target audience for video games is much younger then I originally thought. The media displays video games everywhere; advertisements are what create the desire for children to play these games in the first place!
Some points that are addressed are:
• Young children have difficulty distinguishing reality from fantasy, which makes them more vulnerable to the effects of media violence. They may become more aggressive and fearful if they are exposed to high levels of violence in video games.
• The violence portrayed in video games usually has no consequences, and is often there for the sake of humour.
• Children have easy access to violent computer and video games.
• The entertainment industry markets violent media to young children. In 2009, the U.S. Federal Trade Commission (FTC) released a report that exposed how media industries target young children with violent entertainment meant for adults. According to the FTC, almost every video-game company they investigated marketed violent M-rated games to teens, particularly through print ads in popular gaming magazines and on websites popular with children or teens. As well, children were targeted through partnerships with convenience stores and fast-food restaurants, such as the cross-promotion that put Halo 3 merchandise in 7-Eleven and Burger King. [3]
• Children's ideas of what it means to be male and female can be negatively influenced by stereotypes found in media. Many video games are designed by males for males, and may lead young people to hold perceptions of gender roles that mirror how men and women are depicted in video games.[4]
• The Entertainment Software Ratings Board (ESRB) rating system does not cover some games.
• Games often have a multiplayer component which allows children to play with other people over the Internet. These multiplayer games usually permit conversation between players which is typically un-moderated.
For more information visit the following website: http://mediasmarts.ca/video-games/video-games-special-issues-young-children
[1] Essential Facts About the Canadian Video Game Industry. Entertainment Software Association of Canada, 2011.
[2] Dill, Karen and Kathryn Thill. Dill & Thill Video game characters and the socialization of gender roles: Young people’s perceptions mirror sexist media depictions, Sex Roles, 2007.
[3] Marketing Violent Entertainment to Children: A Sixth Follow-Up Review of Industry Practices in the Motion Picture, Music Recording & Electronic Game Industries. Federal Trade Commission, December 2009.
[4] Dill, Karen and Kathryn Thill. Dill & Thill Video game characters and the socialization of gender roles: Young people’s perceptions mirror sexist media depictions, Sex Roles, 2007
I believe that most violent games are directed to young males because of the shootings and killings. Not many young girls are interested in that sort of things. Although there are games who are directed to the just young females as well.
ReplyDeleteI don't think there is any age or gender to these video games. as a child care giver of children from two to twelve years of age they all play the same games. The younger ones get help from time to time from their siblings. There are certain games that are targeted for young girls rather than the boys fashion,makeup etc.
ReplyDeleteHi guys, thought u'd like to check out this article:
ReplyDeletehttp://www.polygon.com/features/2013/12/2/5143856/no-girls-allowed