This qualitative study draws on interviews with 23 gamers who identify as women (ages 19–29 years), coupled with data from social media platforms, news media, and industry reports. Extending previous research on boundary work, the authors employ a cultural perspective of tokenism to examine how gendered boundaries in consumption subcultures persist despite efforts to transform or even eradicate them. A culture of masculine dominance persists. How do exclusionary boundaries persist in consumption subcultures amid increased progress, representation, and inclusion? In video gaming, women have come to represent nearly half of the market yet, this is a limited indicator of gender-based progress.
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