Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)

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The Politics of Gender in the Video Game Culture in China

Authors
Yuchong Ma1, 1, *, Zhenhui Zhang2, Jiayi Gao3
1School of Humanities and Social Science, Xi’an Jiaotong University, Xi’an, 710049, China
2School of Humanities and Social Science, The North University of China, Shanxi, 030051, China
3Shanghai World Foreign Language Academy, Shanghai, 200233, China
*Corresponding author. Email: lothlan@outlook.com
Corresponding Author
Yuchong Ma
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-89-3_230How to use a DOI?
Keywords
video gaming culture in China; marketing strategies of global gaming companies; male gaze; female gamers
Abstract

The paper explores the influence of the feminist appeal of female gamers and the male gaze of male gamers in China on the market strategies in the game industry worldwide. The research is conducted through qualitative interviews and textual analysis. The research found that the female gamer group in China that could be constructed has its unique demands with gendered features, including being respected and recognised for their social identity and opposing the male gaze and gender stereotypes. To ensure profitability, the marketing strategies in the global game industry are influenced to some extent by their demands, as evidenced by the fact that games that respect the demands of female players and the group itself have received more development support; however, at the same time, marketing strategies are limited in their response to women's demands and are still bound by traditional gender perceptions.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
978-2-494069-89-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-89-3_230How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuchong Ma
AU  - Zhenhui Zhang
AU  - Jiayi Gao
PY  - 2022
DA  - 2022/12/30
TI  - The Politics of Gender in the Video Game Culture in China
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 2014
EP  - 2020
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_230
DO  - 10.2991/978-2-494069-89-3_230
ID  - Ma2022
ER  -