男人、胸部和GameCubes:电子游戏广告进入青春期

IF 2.3 1区文学 Q1 COMMUNICATION

Media, Culture & Society Pub Date : 2023-03-16 DOI:10.1177/01634437231159533

Megan Condis, Jess Morrissette

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引用次数: 0

摘要

当一种产品根据性别进行营销时，它通常被定位为消费者制定这种性别的一种方式。在接下来的几页中，我们将追踪电子游戏广告是如何“成长”的，从更广泛地关注家庭娱乐转变为更具体地关注向年轻男孩出售玩具，并最终演变成我们所说的“男孩广告”，或者通过对男性异性恋规范的期望来吸引异性恋男性青少年的广告。这些男孩广告的遗产在巩固电子游戏和男子气概之间的联系方面做出了重大贡献。

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Dudes, boobs, and GameCubes: Video game advertising enters adolescence

When a product is marketed according to gender, it is often positioned as a way for consumers to enact that gender. In the following pages, we trace how video game advertising “grew up,” transitioning from a broader focus on family entertainment into a more specific focus on selling toys to young boys and finally evolving into what we call “lad ads,” or advertisements designed to appeal specifically to straight male adolescents by playing on expectations of masculine heteronormativity. The legacy of these lad ads has contributed significantly toward solidifying the connection between video games and masculinity.

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来源期刊

Media, Culture & Society Multiple-

CiteScore

6.40

自引率

12.10%

发文量

101

期刊介绍： Media, Culture & Society provides a major international forum for the presentation of research and discussion concerning the media, including the newer information and communication technologies, within their political, economic, cultural and historical contexts. It regularly engages with a wider range of issues in cultural and social analysis. Its focus is on substantive topics and on critique and innovation in theory and method. An interdisciplinary journal, it welcomes contributions in any relevant areas and from a worldwide authorship.