Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)

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Perception of Peruvian Gamers About Gender Approach in the Campaign “In My Skin” of Guaraná

Authors
Yolanda Fatima Yarango Alcocer1, *, Melina Haydee Mezarina Castilla1
1School of Communications, Universidad Peruana de Ciencias Aplicadas, Prolongación Primavera 2390, Lima, 15023, Peru
*Corresponding author. Email: fatima.yar.alc@gmail.com
Corresponding Author
Yolanda Fatima Yarango Alcocer
Available Online 3 October 2023.
DOI
10.2991/978-94-6463-254-5_21How to use a DOI?
Keywords
Gender Approach; Video Games; Gamers; Advertising; Stereotypes
Abstract

The objective of this research is to analyze how the inclusion of the gender approach in video games is being perceived by Peruvian female gamers through the advertising discourse of the Guarana brand with the “In my skin” campaign. The qualitative research methodology was used through 16 semi-structured in-depth interviews applied to Peruvian women between the ages of 18 and 28 who play the MOBA, RPG and shooter categories. As a result, it was observed that the use of the gender approach in the advertising discourse of video games generates a positive perception in the participants by opposing gender roles and negative stereotypes about women. In addition, it causes greater visibility and identification with the female audience, which is growing in video games; however, they are still victims of violence and harassment by male players. In this sense, it is necessary for brands to continue using the gender approach and get involved in the problems faced by female gamers.

Copyright
© 2024 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 International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
3 October 2023
ISBN
10.2991/978-94-6463-254-5_21
ISSN
2667-128X
DOI
10.2991/978-94-6463-254-5_21How to use a DOI?
Copyright
© 2024 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  - Yolanda Fatima Yarango Alcocer
AU  - Melina Haydee Mezarina Castilla
PY  - 2023
DA  - 2023/10/03
TI  - Perception of Peruvian Gamers About Gender Approach in the Campaign “In My Skin” of Guaraná
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
PB  - Atlantis Press
SP  - 204
EP  - 213
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-254-5_21
DO  - 10.2991/978-94-6463-254-5_21
ID  - YarangoAlcocer2023
ER  -