Running head: GENDER PORTRAYALS IN VIDEO GAMES

Let’s Get It On:

Gender Portrayals on Video Game Covers

Tiffany Brown, Mariam Conley and Lawrence Naff

Department of Mass Communication

University of Central Oklahoma

November 24, 2009

Abstract
Running head: GENDER PORTRAYALS IN VIDEO GAMES
Videogames have become a part of American pop culture. As a means of exploring gendered messages

currently in video games, our research team examined content presented on videogame covers for sex

and gender representations. We sought to answer the following research questions: (1) Are the

portrayal of gendered characters on video game covers stereotypical? (2) Are female characters

portrayed disproportionately more often in suggestive positions? (3) What is the relationship between

depictions of male protagonists and the portrayal of women on video game covers? We evaluated

gendered representations through an analysis of 30 videogame covers designed for three popular

gaming consoles in the U.S and internationally: XBOX 360, PlayStation 3, and Nintendo Wii. By

analyzing facial expressions, character stance and positioning, physique, clothing, and eye contact with

the camera, we found coded gendered messages presented on the covers generally contained

stereotypical depictions. We concluded by suggesting that stereotypes on video game covers should be

challenged and that companies should depict more socially responsible images.

Keywords: Videogames, Stereotypes, sexist, masculinity, femininity, XBOX 360, PlayStation 3 and

Nintendo Wii

LET’S GET IT ON:

SEX AND GENDER IN MODERN VIDEO GAMES

With just a table and ball in 1871, Bagatelle was the first form of a pinball machine (Pinball
Running head: GENDER PORTRAYALS IN VIDEO GAMES
Fixer, n.d). Just as technology altered the gaming industry in modern society, the first games classified

as pinball machines changed Bagatelle into what has become a part of American history. In the early

1930’s simple pinball machines—such as “Bingo,” “Baffle Ball,” and “Bally Hoo”— had simple

graphics and provided entertainment for the masses. Inventors such as Harry Williams modernized the

pinball machine by inventing and adding sounds, lights, music, lighted back glass and other features.

Yet, pinball machines did not become a part of American pop culture until after World War II (Pinball

Fixers, n.d.).

The precedent for modern gaming consoles began with the invention of pinball machines.

Penny arcades became popular and pinball machines were a common form of entertainment.

Specific genders were not depicted on pinball machines when they were first invented. As

advancements were made and new features were invented, the image of women was changed.

More specifically, after a company named D. Gottlieb Co. invented electronically controlled flippers in

1947, the public’s interest was renewed in pinball machines and it became a favorite pastime for many

American citizens (Pinball Fixers, n.d.). When electronical flippers were invented for pinball machines,

it debuted in a pinball machine called “Humpty Dumpty.”

Before video games portrayed stereotypical images of women; “Humpty Dumpty” presented a

sexualized image of women (Appendix A). Women were being portrayed as sex objects nearly 40 years

before the first game console was available to the public. Just like the pinball machine, when gaming

systems were introduced into society, depictions of stereotypical images were nearly non-existent.

Instead, the content revolved around the galaxy and outer space. Popular games such as, “Asteroids”

“Battlezone” and “Lunar Landar,” were without hyper sexualized and other stereotypical depictions of

men and women (Atari, 2009).

Today, the depiction of inaccurate gender representations may be causing unwarranted

prejudice in society. The clientele for the gaming industry has grown throughout the years as gaming
Running head: GENDER PORTRAYALS IN VIDEO GAMES
consoles have evolved (Hartmann & Klimmt, 2006). Despite the evolution of the gaming industry, such

as the increased number of women who play videogames, gendered based games continue to be

problematic for men and women and gendered stereotypes were exploited for profit. Studies have

shown that perceptions of males and female were impacted by the gendered depicted in videogames

played (Ogletree & Drake, 2007).This study is important because future generations may be affected by

similar prejudices and the public needs to be aware of the negative impact gendered games could have

on society.

Questionable images of men and women were no longer reserved for game content. Instead, the

images were being depicted on the cover of videogames, which were openly displayed on store shelves

across the U.S. This research study will explore the following questions: Are gendered characters on

the cover of video games generally stereotypical and inaccurate? If it is determined that video game

covers often depict inaccurate images, which could potentially cause negative perceptions of gender,

how often were images depicted stereotypically and are gendered characters displayed on the covers in

suggestive positions? Furthermore, this research aims to explore the relationship dynamics between

male and female characters. If coded messages were being depicted on game covers, were the messages

being presented to society sexist? To address these questions, this paper will provide the following: (1)

a literature review; (2) methodology; (3) results; (4) discussion; and (5) a conclusion.

Literature Review

Virtual media, specifically video games, had often been identified as having a major impact on

the American psyche. Depictions of lifelike male and female characters portrayed throughout the

videogame industry have caused concern amongst researchers and sociologists alike since video games

became popular in Western society. The concern centers on the ways videogames have and will

continue to affect social development of younger generations.

Running head: GENDER PORTRAYALS IN VIDEO GAMES
While researching various aspects of video game covers, seven common themes emerged. (1) female

characters were typically presented as sex objects and the inferior sex, (2) male characters were

presented as the violent hero and the superior sex, (3) female characters were depicted as docile by

being assigned the damsel in distress role,(4) the absence of minority male and female characters could

marginalize entire groups of individuals, (5) a subculture of female gamers, (6) stereotypical depictions

were common on videogame covers, and (7) affects of stereotyping male and female characters.

Female Characters as Sex Objects and the Inferior Sex

Advancements in gaming technology has allowed for more realistic looking characters, but

often the characters were still cartoonish in their physical appearance. Norris referred to gender

depictions in games as “dichotomous,” (2004, p.715). Typically, extreme forms of femininity and

masculinity were commonly portrayed in gaming content and on the covers.

Prior researchers (Dill & Thill, 2007; Burgess, Stermer & Burgess, 2007) have noted that

women often became sexual objects in video games. The physical appearance of female characters was

often depicted sexually with large breasts and small waists, scantily clad, and/or in states of partial

undress. Many images were contrary to that of the average woman. Female characters were in positions

inferior to that of their male protagonists.

Males Characters as the Violent Hero and Superior Sex

Male characters were usually portrayed, as dominant characters in control, be they villain or

hero. Their superiority was communicated through game plot lines that left the female character in the

position of danger and needing to be saved by a male counterpart. Typically, male characters were

rewarded for their aggressive, violent, and sexual behavior. Male characters who exhibited these

characteristics were usually deemed a “hero” at the end of the game. Male characters often used

violence to slaughter those who interfered with his quest for greatness, which entailed conquering evil

villains who had captured and held a damsel in distress against her will. In addition, researchers
Running head: GENDER PORTRAYALS IN VIDEO GAMES
suggested sports games typically defined masculinity and were without the presence of females,

including minority females (Williams et al., 2009). Sports themed games such as WWE Smackdown Vs

Raw 2010, Fight Night Round 4 were an example of this (Appendix E, 8; F, 1).

Female Characters depicted as Damsel in Distress and Docile

Another female character representation is that of the princess (Norris, 2007). Typically,

characters such as the princess represented a female who was attractive, unassuming, and played no

major part in the game plot. Female characters assigned such roles were the object of affection for male

protagonists and needed be saved. Generally, female characters were rewarded for their passivity by

being “saved.” Since the coded messages depicted the princess character as the norm, young girls who

do not fit that stereotype may develop a negative perception of themselves. It can be inferred that these

stereotypical gender representation could possibly send negative messages to young girls about gender

expectations.

Lack of Minority Male and Female Characters

In addition, few minorities were depicted as main characters on videogame covers. According

to multiple researchers, the few minority characters depicted on videogame covers usually were

misrepresented (Ogletree & Drake, 2007; Dill & Thill, 2007; and Williams, Martins, Consalvo, &

Ivory, 2009). Generally, there was an overwhelming under-representation of American Indians,

Hispanics, African Americans, elderly, children, and females which indicated the problems were

systematic (Williams et al., 2009). Typically, characters portrayed in video games were white, adult,

males (Williams et al., 2009). Given this, social justice, power imbalance, and stereotype formations

have been a problem in society.

Subculture of Female gamers

Running head: GENDER PORTRAYALS IN VIDEO GAMES
Female players have increased (Hartmann & Klimmt, 2006). In the past, the gaming industry

had typically been dominated by males. Currently, video games are becoming a part of female

subculture. Although gender gaps between male and female game players have changed considerably,

the content of many games have not. Many were designed to be violent and competitive. This

perpetuated stereotypes of men being overly aggressive and ready for action. Depictions of male

characters as violent and females as sex objects among many other stereotypes portrayed may alienate

female gamers, by creating an environment that engages a male demographic. The stereotyping of

characters as sexual and/or violent has contributed to why many women dislike certain video games

and will not play those (Hartmann et al., 2006). Typically, many videogames appeared to be coded

with messages which adhered to stereotyped man’s world mentality, where women played a small

semi-important role in the grand scheme of society.

Stereotypes depictions on Videogame Covers

Prior to being released to the public, videogames were rated based on its content by the

Entertainment Software Ratings Board—ESRB— a non-profit organization (Entertainment Software

Ratings Board, 2009). Even when games were rated for mature audiences or adults and determined to

appropriate for only specific age groups, some covers portrayed stereotypical images of men and

women. This included males who were filled with anger and rage with weapons and females who were

hyper sexualized.

Cover designs were visible to all age groups, regardless of the ESRB rating assigned to them.

Williams et al. (2009) and Burgess et al. (2007) pointed out that gaming software was placed on the

shelves of game/video rental stores in alphabetical order and not categorized by their ESRB ratings.

The game covers were based on gendered objectification, physical exaggeration, violence, and role in

relation to the main character. Gendered roles were assigned based on ratings. Male characters were
Running head: GENDER PORTRAYALS IN VIDEO GAMES
twice as likely to be depicted as the main character on the cover than female characters (Burgess et al.,

2007). Although women compromise nearly half of game players, males were typically featured on

higher ESRB rated games.

Effects of Stereotyping Male and Female Characters

Researchers such as Ogletree & Drake (2007) and Dill & Thill (2007) suggested, gendered

depictions in video games affected the way women and men related to individuals in real life. Exposure

to stereotypical video game images led to negative body images and low self esteem; it led to men and

women getting cosmetic surgery to fit that “ideal image,” and individuals found “real” women and men

less attractive than the stereotypical image presented in video games. It also led to individuals having

dysfunctional ideals about relationships, making behaviors such as sexual harassment appear

acceptable (Dill & Thill, 2007). More specifically, if gendered messages were internalized by game

players, it could have a negative impact. Studies suggested that some gamers become so immersed in

the virtual world of gaming that when they were not playing the games, they were discussing the games

with their peers (Dill & Thill, 2007).

Thus, stereotypical images and ideas have sometimes been shifted from one person to another.

The portrayals of stereotypical characters in video games have caused prejudices to develop against

those who appear to mirror those stereotypes.

To conclude, video games often were not without the portrayal of negative gendered coded

messages. Researchers consistently found that gender is exploited for profit and stereotypical images

pertaining to both men and women were omnipresent (Fox & Bailenson, 2009; Kearney & Pivec,

2007). Researchers have determined that video games have had a negative impact on individuals and in

society. This included the social and psychological impact in the daily lives of many. Historical

references, such as the Humpty Dumpty pinball machine, have shown that genders have been

inaccurately portrayed. The popularity of video games suggests the need for the mass media “to be
Running head: GENDER PORTRAYALS IN VIDEO GAMES
understood as, important systems of symbols which might have a broad social impact,” (Williams et

al., p.816, 2009).

Method

While conducting research, few studies could be found on videogame covers. Those few studies

on video games covers are becoming archaic due the rapid advancement in gaming technology. This

research study used content analysis to update prior research. Game covers were analyzed from three

major gaming consoles in the U.S: XBOX 360, PlayStation 3, and Nintendo Wii.

The covers were evaluated based on the methodology of Burgess et al. (2007), who studied

video game character portrayals on 225 game covers. Their research examined video game covers

presented on previous gaming consoles: Microsoft XBOX, Sony PlayStation 2 and Nintendo

GameCube. Due to the release of newer gaming consoles and unrestricted access of videogames with

illustrations of women and men on the covers, the following questions became important to this

research.

RQ1: Are the portrayal of gendered characters on the cover of video games stereotypical?

RQ2: Are female characters portrayed disproportionately more often in suggestive positions? RQ3:

What is the relationship between the portrayal of the male protagonist and the portrayal of women on

video game covers?

Since the conception of the PlayStation 3, XBOX 360, and Nintendo Wii more than 3000

games have been released on all gaming consoles combined. These figures were based on the current

videogame selections available through the online catalogs of each consoles website. The websites

displayed the number of videogames currently available at the top of the page on each site. This

provided an ample amount of videogames for analysis. It also provided enough resources for each

research question to be thoroughly addressed.

Running head: GENDER PORTRAYALS IN VIDEO GAMES
Thirty game covers were examined, with 10 chosen from each gaming consoles website

(Appendix B). Each game was also analyzed based on the ESRB rating assigned. Also, each game

chosen was released between 2005 and 2009. Our team provided three coders, all of who conducted

research for this study. Each researcher had knowledge about the game consoles and several of the

games available for those consoles. We developed knowledge of the gaming industry by playing

multiple videogames. Together, we have been playing video games for more than ten years with an

average of 10 hours per week combined. However, an individual with little knowledge about the

gaming industry should be able to examine the videogame covers and reach similar conclusions, since

the stereotypes depicted on the covers are prevalent in society.

Each team member presented individual analysis of all video game covers chosen. The most

common ideas were used. Also, we used common stereotypes prevalent in the U.S. to determine what

images reinforced those stereotypes; this included images of women who represented the sex objects

and men with well defined muscular attributes that represented strength. Stereotypes such as these are

often used to define the norms of masculinity and femininity.

Content analyses completed amongst all group members were compared. Each member

separately examined all game covers presented. We listed characteristics of each game cover that could

present the same result if viewed by others. To ensure accuracy, only the common themes listed by

each of our members were used. For example, when female characters were scantily clad on the

videogame covers, other observers would be able to look at the cover and say those characters were

under clothed. The reoccurring themes became the basis of analysis. For instance, the portrayal of

women as sexual objects in mass media is a common problem in the U.S. Stereotypes such as this were

found on game covers and provided a basic framework for analysis. Also, the use of ESRB rating chart

helped to establish reliability since all games were held to the same rating standard when being rated by

this organization (Appendix C). Based upon descriptions provided by the organization, a game rated E
Running head: GENDER PORTRAYALS IN VIDEO GAMES
for everyone should be without sexual content, yet women were featured in suggestive positions on

games such as TV Show King Party (Appendix F, Figures 2).

To ensure the reliability of sample chosen, a sub sample of five covers were chosen from each

of the three gaming console videogames. Since we analyzed three platforms and we provided three

coders each member examined the videogames chosen for one platform. One examined the PlayStation

3 videogames, one examined the XBOX 360 videogames, and one examined the Nintendo Wii

platform. Fifteen out of thirty covers analyzed still depicted females and male in a stereotypical

manner. Gendered messages such as women being viewed such as women being depicted as secondary

citizens by being underrepresented were still omnipresent. Overall, similar results occurred between

the full sample and the sub sample.

To ensure all team members were in similar mindsets, discussions were held and evaluated for

similar ideas.  If differences of opinions occurred within the group, academic sources were found to

support the different point-of-views. If ideas presented could not be supported by academic sources, the

group agreed to disregard those ideas. To reduce disagreement in coding, content and illustrations were

also analyzed by their ESRB ratings and definitions. Our research team did not encounter any major

problems. Generally, all ideas were acknowledged and considered and our research team agreed on

information presented.

Findings

When analyzing the video game covers, commonalities emerged in the themes between the

findings of our study and the parent study (Burgess et al., 2007). Several themes were apparent: (1) eye

contact; (2) facial expressions; (3) stance of the characters; (4) physique of the characters; and (5)

clothing. Also, the ratings of the game were directly correlated with the content of the covers. Of the

thirty games analyzed, each depicted stereotypes of gender and race.

Eye Content with the Camera

Running head: GENDER PORTRAYALS IN VIDEO GAMES
Eye contact was more common among male than female characters. Among the thirty covers

analyzed 73.6% of covers that featured male characters made eye contact, whereas 57.1% of the covers

featuring female characters had eye contact. When pictured with a male character, female characters

had diverted eye contact more often than the male character (Appendix F, Figure 3). Nine game covers

featured male and female characters. Of the nine covers 66% of the covers featured women with their

eyes turned away from the audience. When female characters were the focus of the cover, they

frequently made eye contact with the audience (Appendix D, Figure 7). The only exception was Dead

or Alive: Xtreme 2; the women who were the focus of the image did not make eye contact (Appendix

D, Figure 9). Males more commonly made eye contact on videogame covers. However, if the character

wore eyewear or if a shadow was cast over the eyes of the character (Appendix E, Figure 5). In the

video games analyzed, eyewear was in the form of sunglasses.

Facial Expression

The use of facial expression allowed the group to draw conclusions about the coding of

dominance and sexuality. Approximately 95 percent of the thirty covers analyzed presented characters

with facial expressions attributed to anger and aggression. However, TV Show King Party and

Backyard Baseball ’10 illustrated male characters smiling (Appendix F, Figures 2 & 5). Female

characters not depicted in submissive stances had expressions of aggression (Appendix E, Figure 1).

Sexuality was also communicated partly through expression. In Leisure Suit Larry: Box Office Bust, a

male character was depicted with an arrogant smile that implied he was going to have sex with a

woman (Appendix D, Figure 5). When not depicted with expressions of aggression, female characters

were also depicted with suggestive expressions. Suggestive expressions were defined by the perception

of the eyes being soft with an indicative glance (Appendix D, Figure 7).
Running head: GENDER PORTRAYALS IN VIDEO GAMES
Stance and Positioning of Characters

Coded messages of dominance and passivity were also found on the game covers. When

pictured with a female character all males were pictured with larger builds. Male figures dominated the

area of videogame covers. Males were placed in the front while females were placed in the back

(Appendix F, Figure 4). When female were depicted without a male character, they were shown in

defensive stances. The defensive posture was manifested with arms positioned above the torso and legs

were apart (Appendix E, Figure 1). When female characters were not in defensive stances, they were

depicted in submissive forms.  Submissiveness was depicted by female characters placed in positions

with bent knees and arms positioned behind their backs at times. The latter description is apparent in

the cover of Brave: A Warrior’s Tale (Appendix F, Figure 8). In addition, 23 covers depicted male

characters. Out of 23 covers, 12 male characters carried some form of weapon(s) on the covers. Those

weapons were positioned to be in plain view on the video game covers.

Physique

Stereotypical gendered messages were communicated in physical representations of the

characters on most of the game covers. Males were disproportionally more muscular and larger than

female characters. Males were depicted with huge muscular arms not common for an average man

(Appendix E, Figure 2). Female characters were almost always depicted as slender, with large breasts,

small waists, and wide hips. The ratio between the size of the breasts and the waist were unrealistic.

Variations of the representation of the female physique were present only when the male character’s

image obstructed the view of the female character (Appendix F, Figure 8).

Clothing

Male characters were depicted fully clothed. When female characters were compared, they were

more likely to be partially clothed or nearly nude. The clothing of male characters was more functional
Running head: GENDER PORTRAYALS IN VIDEO GAMES
in all covers. All female characters were depicted in garments that would solicit attention by featuring

little clothing (Appendix D, Figure 10). Also, women who were featured with clothing usually wore

clothing that hugged the body tightly. Ninety percent of all male characters were depicted primarily

with jackets or in clothing that was ripped or torn. In addition, some men were shown topless and

exaggerated muscular definition was depicted. Female characters were always in stages of undress.

Characters that were dominant were clothed in form fitting ripped clothing. The ripped portions of the

garments always exposed the breasts. Magnacarta 2 depicted a female character on the cover with both

breasts nearly falling out of the garment she wore (Appendix D, Figure 8). The exposure of the female

physique was gratuitous. The necessity of exposed parts was not communicated on the covers.

Discussion

When our team began to research the possibility of videogames presenting negative gendered

messages of both men and women, we hypothesized that research would support our initial ideas about

stereotypical gendered messages being presented on game covers. Three specific questions our team

addressed were: (1) Are the portrayal of gendered characters on the cover of video games

stereotypical? (2) Are female characters portrayed disproportionately more often in suggestive

positions? (3) What is the relationship between the portrayal of the male protagonist and the portrayal

of women on video game covers?

Based on our research, we concluded that videogame covers often depicted gendered

characters that perpetuated stereotypes. Women frequently appeared as if their only purpose was to be

gazed at for pleasure, by showing a large amount of skin and were posed in provocative positions on

the cover. The use of eye contact was established by the group as a way for characters to communicate

authority. Also, we interpreted any form of aggression displayed as an assertion of power and

dominance. The majority of the time males were depicted as the dominant sex whereas; the few female

characters featured was generally passive and depicted as helpless. Female characters who did not fit
Running head: GENDER PORTRAYALS IN VIDEO GAMES
the damsel in distress stereotype were usually typecast as aggressive, sexual, unattractive, or villainous.

Game players were encouraged to violently attack these villainous women (Jansz & Martis, 2007).

Lara Croft in Tomb Raider is an example of this. On the cover of Tomb Raider, Lara Croft was

depicted as sex symbol, by the fitted, curve hugging clothing she was depicted in (Appendix D, Figure

7). Even so, Lara Croft has become a cultural icon among female audiences, because she is among few

female characters that have been the dominant character (Dill &Thill, 2007).

Stereotypes such as sexy women and angry men depicted on the covers were often those used to

define norms of masculinity and femininity in American culture. They were gendered labels that

women and men have attempted to overcome and/or eliminate through activism.

Beyond our initial research questions, we also found two additional themes that merit further

discussion. First, minorities were marginalized by being featured on few videogame covers. The few

covers that depicted minorities were often inaccurate representations of those groups. Typically,

minorities were depicted in games where they fit nicely into stereotypical roles such as the “good

athlete” (Williams et al., p.830, 2009). Sports covers were generally the only covered that featured

African American males, which perpetuated the stereotypes that all black males are athletic

(Appendices D & E). Hispanics and Africans Americans were depicted as violent aggressive gangsters

from lower class neighborhoods in videogames such as Grand Theft Auto (Williams et al., 2009).

American Indians were depicted as violent and uncivilized individuals (Appendices D & E, Figures 8).

Female characters from diverse backgrounds, such as American Indians, African Americans,

Hispanics, Italians, and women of other heritages were frequently absent from the covers of

videogames all together. However, the few women depicted on the covers were typically sex objects,

regardless of race or ethnicity. The absence of women from diverse minority groups implied that

women not belonging to the dominant group were unimportant in society. Williams et al. (2009) stated
Running head: GENDER PORTRAYALS IN VIDEO GAMES
videogames usually mirror beliefs of those who created them. Males from various ethnic backgrounds

were also underrepresented.

Second, differences among platforms existed. Nintendo Wii typically displayed images and

depictions that were less offensive and more acceptable. Fewer women and men were objectified on

videogame covers. The images depicted were more creative than provocative, and there were fewer

illustrations that would negatively influence younger generations. Play station 3 and XBOX 360 were

approximately equivalent in their depictions of unfavorable illustrations. The target audience could

explain the differences. Since its conception Nintendo’s Wii’s target demographics went beyond the

usual target audience of the other systems. The target audience for Nintendo Wii is a diverse population

ranging from young children to elderly adults. Families were also a major demographic for Nintendo

Wii (Hall, 2007). PlayStation 3 and XBOX 360 had a narrow target audience.

These findings may be skewed due to bias. One possible bias was, two of our team members

were females and only one member was a male. A major limitation of this study was the evaluation of a

small number of games chosen from the game catalogs. A larger sample may produce different results.

Yet, many themes presented in the literature review were proven true. Both women and men were

depicted with exaggerated figures, which were contrary to the body images of men and women in real

life. Men were more muscular, while women were slender with larger bust, smaller waists, and their

buttocks was round and shapely. Men were depicted as being in charge, while women were portrayed

as secondary characters. Also, minorities were nearly non-existent. Many of these stereotypical images

were also presented through alternative media channels such as television and Internet. Overall,

harmful stereotypes were ever-present.

Since video games have evolved and become more realistic, images often mirror real life.

Examining stereotypes and gendered messages on videogame covers could help to counter act the

negative perceptions individuals may develop from viewing the images presented on the cover. This
Running head: GENDER PORTRAYALS IN VIDEO GAMES
study could help to develop prevention strategies. It could assist in reducing injustices stemming from

misogyny and misandry that may occur as a result of stereotypes that were unchallenged in society.

Especially, when the impact of those gendered messages were often ignored in American culture. In

the future, research should be conducted to determine the following: (1) Are the portrayal of

stereotypical images causing harm to men, women and children who spend an excessive amount of

time playing these games? (2) Are those games having a negative psychological impact on the public?

(3) Does the depiction of stereotypical images affect the interaction between men, women, children and

their peers? If gendered messages were negatively impacting individuals in society, it is important for

society to acknowledge the problem otherwise it may create injustices that were pervasive in society.

Conclusion

This research study analyzed gendered portrayals on video game covers. This became a concern

because videogames were readily accessible to the public. While stereotypical gendered depictions of

characters may seem harmless, the long term implications could prove to be negative. Questionable

gendered depictions could continue to promote harmful behavior such as violence, rape, and sexual

harassment against women and men (Dill, Brown, & Collins, 2008). It could negatively alter the way

men and women perceive themselves and others (Dill & Thill, 2007). This study may help society to

better understand the ways in which gendered messages were presented throughout mass media and

possible negative implications that may occur as a result. Since videogames have become a dominant

form of media entertainment, negative effects could potentially be widespread. To counteract this

problem, images should not be frequently portrayed without being challenged. In addition, companies

who create these images should be held accountable. If gendered stereotypes were continually

perpetuated how can we expect the future of our children and grandchildren to be any better?
Running head: GENDER PORTRAYALS IN VIDEO GAMES

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Internet Pinball Database http://www.ipdb.org/showpic.pl?id=1254 &picno= 376 24.

Appendix A.

Jansz, J., & Martis, R. (2007, February). The Lara phenomenon: Powerful female characters in video

games. Sex Roles, 56(3/4), 141-148. Retrieved September 20, 2009, doi:10.1007/s11199-006-

9158-0.

Kearney, P., & Pivec, M. (2007, May). Sex, lies and video games. British Journal of Educational
Technology, 38(3), 489-501. Retrieved September 28, 2009, doi:10.1111/j.1467
8535.2007.00712.x

Microsoft. (2009). Xbox Game Catalog. Retrieved October 30, 2009, from Xbox:

http://www.xbox.com/enUS/games/catalog.aspx?st=&g=0&r=0&sd=2&p=1&c=1. Appendix

D.
Running head: GENDER PORTRAYALS IN VIDEO GAMES
Nintendo. (2009). Gameguide. Retrieved October 30, 2009, from Nintendo:

http://www.nintendo.com/games/guide#qhardware=Wii&qesrbRating=&qplay=&qgenre

=&qrel ease=&panel=qhardware. Appendix F.

Norris, K.O. (2004, December). Gender stereotypes, aggression and computer games: An online

survey of women. CyberPsychology & Behavior, 7(6), 714-727. Retrieved September 20,

2009, doi:10.1089/cpb.2004.7.714.

Ogletree, S.M., & Drake, R. (2007, April). College students’ video game participation and
perceptions: Gender differences and implications. Sex Roles, 56(7/8), 537-542. Retrieved
September 29, 2009, doi:10.1007/s11199-007-9193-5.

Pinball Fixers. (n.d.). Pinball History. Retrieved September 30, 2009, from Pinball Fixers:

http://www.pinball-fixers.com/pinball-history.htm

Sony Computer Entertainment. (2009). Playstation Games. Retrieved October 29, 2009, from

Playstation: http://www.us.playstation.com/Search?type=Games&System=ps3&search.

Appendix E.

Williams, D., Martins, N., Consalvo, M., & Ivory, J. (2009, August). The virtual census:

representations of gender, race and age in video games. New Media & Society, 11(5), 815-

834. Retrieved September 28, 2009, doi:10.1177/1461444809105354.