Social stigma and gender specific products in the video game industry

Abstract

Purpose - This research seeks to qualify the relationship between social stigma and gender specific products, if any, by identifying relevant criteria for further study. The proposed model takes into consideration both general products and video games so as to note the differences between the industries. Design/Methodology/Approach - Content Analysis was conducted as a means of gaining more insight into the video game industry. Focus groups were held to gain insight into how individuals feel about gender specific products within the market and Maltese society. Questionnaires were held to acquire a broader perspective. Findings - Results show how female-associated products seem to have a higher degree of stigma and general products are more stigmatised than video games, with adverts seeming to have quite an influence. Female respondents seemed to perceive more stigma and label more stereotypically. Research limitations/implications - Results need to be further quantified and qualified. Due to the limitations of sample size and timeframe, the study does not take into consideration many products. A longer timeframe would have helped the research conclude more about Maltese society and analyse more products within the model. Practical implications - More gender neutral adverts for both general products and video games would help in creating more awareness about gender stereotyping and social stigma. It would also create more equality within the video game industry. Originality/value - Research in the related area is limited. The proposed model framework and characteristics mix may help developers in producing and classifying more acceptable products for particular societies.