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Gamer Girls: Navigating A Subculture Of Gender Inequality, Robert L. Harrison, Jenna M. Drenten, Nicholas Pendarvis
Gamer Girls: Navigating A Subculture Of Gender Inequality, Robert L. Harrison, Jenna M. Drenten, Nicholas Pendarvis
School of Business: Faculty Publications and Other Works
Purpose
Video gaming, which remains culturally embedded in masculine ideals, is increasingly becoming a leisure activity for female consumers. Guided by social dominance theory, this paper examines how female gamers navigate the masculine-oriented gaming consumption context.
Methodology/approach
Eight avid female gamers (ages 20–29) participated in-depth interviews, following a phenomenological approach to better understand their lived experiences with video gaming. Data were analyzed using phenomenological procedures.
Findings
Findings reveal an undercurrent of gender-based consumer vulnerability, driven by stereotypical perceptions of “gamer girls” in the masculine-oriented gaming subculture. Further, the findings highlight the multilayered, multidimensional nature of gaming as a vulnerable consumption …