Social and Behavioral Sciences Commons^™

Snapshots Of The Self: Exploring The Role Of Online Mobile Photo Sharing In Identity Development Among Adolescent Girls, Jenna M. Drenten

School of Business: Faculty Publications and Other Works

A chapter written by Jenna Drenten for Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail (2017).

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 …