benevolent sexism using a rating system in which users rate their agreement with
various statements. Participants reported playing a variety of genres including action,
role-playing, and sports. Results indicated that men who played games deemed more
sexist showed higher levels of benevolent sexism. This finding suggests that exposure
to sexist video games is related to higher levels of sexism. However, this finding was
not consistent for women. One limitation to this study was that there was not a
standardized method to measure whether video games were sexist; rather, researchers
relied on individual perceptions of the games subjects played.
Although sparse, this research indicates that sexism in video games can
communicate a wide variety of ideas and stereotypes, and some forms may superficially
seem to reinforce positive stereotypes while indirectly exacerbating the negative effects
of benevolent sexism.
c.
Avatars
The largest category identified in this review were fifteen studies conducted on
humanoid avatars. An avatar is an in-game figure or icon which represents a character,
and this section considers research conducted specifically on avatars. This term refers
to both player-controlled characters and Non-Player Characters (NPCs).
In contrast
with the previous sections regarding the incidence of sexist content, this section also
focuses on the effects of avatars on players and their behavior.
Gabbiadini et al. (10) conducted a study with a broad approach to the
significance of avatars. The researchers studied the effects and meanings of avatars
within players of
World of Warcraft
(WOW
), a popular Massively Multiplayer Online
Role-Playing Game (MMORPG) game. A survey revealed that avatars often were
influential in developing social identity for many participants. The study’s researchers
observed that many participants seemed to live through some of their avatars’
experiences and their virtual identities overlapped with their “real” identities. This
intimate identification could provide an explanation for why players may be affected by
the interactions of avatars they are controlling with others.
I. Avatars and Internal Beliefs
Five studies (11-15) demonstrated the effects of sexualized avatars on the
internal beliefs of their players. A separate study had conflicting results, detecting no
strong correlation (16)
Fox & Potocki (11) studied the impact of overall video game consumption on
player beliefs about women.
Drawing upon previous research, Fox and Potocki
administered their study under the assumption that video games contained objectified
and narrow representations of women. They compared video game habits to
personality characteristics such as ambivalent sexism, interpersonal aggression, and
Rape-Myth Acceptance (RMA). RMA is a test which measures subjects’ acceptances
of various myths and attitudes surrounding rape. Results revealed a relationship
between video game consumption and RMA.
Ferguson & Colwell (12) also conducted a study assuming video games
represented female characters in non-diverse and stereotypical manners. They
administered a survey about general gaming experiences, a personality traits
questionnaire, and empathy test using a rape scenario on over 100 subjects.
Results
indicated minimal correlation between exposure to sexualized video game content and
sexist attitudes or empathy levels. This suggests sexualized video games may not
influence or be related to sexist ideas.
Fox et al. (13) examined the effects of sexualized avatars on self-objectification,
which was defined as the practice in which women “treat themselves as objects to be
looked at and evaluated”. Subjects created and controlled avatars in
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