Affiliation:
1. Federal University of Pernambuco, Brazil
2. Brazilian University Center, Brazil
Abstract
ABSTRACT Purpose: Women’s increasing interest in eSports is an emblematic phenomenon. However, they have been facing discriminatory sexist practices based on a discourse focused on establishing gender inferiority. Thus, the present research aims to investigate how gender performativities are produced in eSports consumption by women gamers. Originality/value: Due to a lack of discussions about female eSports consumption, the current study explores gaps in consumer culture research literature based on theoretical and epistemological concerns. Butlerian concepts of performativity are used to help better understand the conduct produced in discussions about female eSports consumption. Design/methodology/approach: An interpretive content analysis (ICA) of 44 interviews was carried out to help better understand women gamers’ perception of their experience in games, and in the cultural scenario itself, the eSports consumers’ social network is formed by both practitioners and game enthusiasts. Findings: The current analytical effort identified two dimensions: “Fight like a girl!” and “Girls just want to have fun!”. It was possible to perceive that even gender performativities with different interests work as gender discourse reproducers and spreaders in both dimensions when they take place without due diligence. Ultimately, this is a complex market dispositif capable of leading the eSports scenario to a patriarchal system among its consumers.
Reference91 articles.
1. Engagement and consumption behavior of eSports gamers;Abbasi A. Z.;Spanish Journal of Marketing-ESIC,2023
2. Understanding e-sports: An introduction to the global phenomenon;Adams K. L.,2019
3. Performing place promotion—On implaced identity in marketized geographies;Andéhn M.;Marketing Theory,2020
4. Sport and prosumption;Andrews D. L.;Journal of Consumer Culture,2018
5. Consumption as common sense: Heteronormative hegemony and white wedding desire;Arend P.;Journal of Consumer Culture,2016
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献