Chess (2011) continues examining the ad’s contents by noting the presence of the feminine touch, which Erving Goffman describes as a cradling or delicate sense of touch. This is particularly relevant given the DS Lite’s touch-screen interface. As such, the content of the ad focuses on the woman playing, not the game or the system itself. Instead of including the woman in the domain of play itself, the ad resorts to presenting her as delicate and overtly feminine, thus dividing her from the rest of the gaming audience.
A second case Chess (2011) examines is an advertisement for Wii Fit, a health-centric game and hardware addition to the Wii gaming system. The ad shows rows of models using the Wii Fit board, placed against a green background, where green is the color representing health and natural living. The white attire of the models contrast the background color, but supplement its meaning by representing purity and simplicity Kama all values that one may strive for while using the Wii Fit (Chess, 2011).
In her analysis, Chess (2011) describes advertising attempt to tap into women 's body conscious aptitude. While Wii Fit seemed to posit itself as a product that anyone can use regardless of sex or ethnicity, the fact that it appears in magazines such as O and Good Housekeeping clearly Target a female audience and plays on the standardized value of healthy living (Chess, 2011). It is quite apparent that this type of game does not fall in the traditional realm of games,
Gender inequality in professional tennis is a real and alarming issue, from the pay gap between mens' and womens' tennis players to the low media coverage of women's professional tennis. This issue even goes as far as how differently tennis commentators discuss and analyze mens tennis as opposed to how they discuss and analyze womens tennis. When commentators discuss men's tennis they solely focus on the skill of the players, but when they discuss women's tennis they place more importance on the appearance of the female players, rather than their skill. This instance of gender inequality in professional tennis is further exacerbated by the differences in advertisements for male tennis players and female tennis players. The advertisements involving male tennis players display their athleticism and tennis abilities, whereas the advertisements including female tennis players are appearance-focused, with the females often wearing little clothing. This is corroborated by the popular belief that focusing on the physical appearance of female athletes is the only way in which generating money from women's professional sports is distinctly possible (Fink, 2015, p. 338). Female professional tennis players train just as hard as the men do, thus the gender inequality that exists in the sport is not necessarily a result of how women perform on the court. It is rather a result of how society perceives women playing in professional sports overall, which the mass media is partially to blame
The boy shows the perspective that it is possible that children his age can play these types of games. The visual appeal effectively used is pathos, and logos to grab the audience’s attention. The first appeal is shown by using emotion or pathos because this particular image can cause parents to question about their children’s interaction with violent video games. The image can cause parents to worry and be concerned about their child’s well-being and game habits. Also, the boy in the image displays that he is excited and anxious while playing this particular game. The image demonstrates logos or reason from the statistics part of this image with stated facts from CNBC of the most popular games played in
Using persuasive writing, Wright begins to influence his audience that game play is a beneficial source of entertainment not a wasteful one. Playing video games increases creatively, self esteem and improve problem solving skills of the players. Video games are becoming test runs that appear or feel close to the real thing. Where you can control everything with added effects like magic or future technology. Games have the potential to exceed almost all other forms of entertainment media. They tell stories, play music, challenge us, allow us to instantly communicate and interact with others. Encourage us to create things, connect us to new communities, and let us play with people across the world. Unlike most other forms of media, games are inherently tangible. According to Wright young children spend their days in imaginary worlds, substituting toys and make believe into the real world that they are just beginning to explore and understand. Wright states that games are the result of imagination and that they consist of rules and goals. Generation of teenagers has grown up with different set of games. Teenagers use the scientific method rather than reading the manual first. Games today maybe a person’s only place to express a high-level of creativity and growth. Older generations have a lot of criticisms for games, the games can help a person learn to think on his or her own.
We always regard “GAMES” as “pastimes”, but in reality the functions of games are more than that.
This paper will examine a particular Apple ad that appeared on television in 1984. The Macintosh was and still is very popular computer that provides a simplistic feel of creativeness and freedom. Freedom is a key concept because the ad expresses the need to have a sense of freedom to do what we want with no restrictions. Apple is well-known all over the world for the sex appeal to its products, like the iPhone, iPad, and the Macintosh series. These products present a color of either silver, slate, or gold that is very appealing to our eyes. And with such unique colors, Apple manages to make the colors of their products to fit in with its surroundings. Although Apple still has to compete against
“My mother would proudly walk with me, visiting many shops, buying very little. “ This my daughter Waverly Jong,” she said to whoever looked her way. One day after we left a shop I said under my breath, “ I wish you wouldn’t do that , telling everybody I’m your daughter.” My mother stopped walking..... “Aiii-ya. So shame be with mother?” She grasped my hand even tighter as she glared at me. I looked down. “It’s not that, just so obvious. It’s so embarrassing.”... If you want to show off, then why don’t you learn to play chess?” (Tan 41).
Within sport, as throughout society, gender differences exist. The socially constructed phenomenon of gender dictates a dichotomous system whereby females are feminine and males are masculine. Focusing on females specifically, society determines the feminine traits and roles ascribed to this gender. Being domesticated, slender, passive and heterosexual are a part of the desirable appearance that society has formed surrounding femininity (Wolf, 1991). On the other side of the dichotomy is the masculine realm that sport plays into. Sport is fuelled by muscle, power and aggressiveness, which are behaviours and images associated to masculinity. Sport therefore, defies all existing female gender ideals. It would be assumed that females have no place within this institution due to the gender clash. However, female athletes do exist, and many are very successful. For this to work, sport has established and reinforced the social constructions of gender that exist in society. Female athletes are viewed as inferior and are pushed into gender appropriate sports. Furthermore, they are often labeled as masculine until they can prove otherwise, and so great attempts are made to reassert femininity. The stigma associated to being masculine or homosexual for female athletes is so great that many have become irrationally fearful of this label. The sexualisation of the female body and overt displays of heterosexuality are used in
Across all areas of society increasing gender equality has become an important and popular topic. Many industries are taking action to help create equal opportunities for both men and women, although Myers and Doherty (2007) suggest there is ,“ A considerable amount of work still to be done to achieve equality for women in sport” (p.323). Placing emphasis on the role of sport and societal issues Mulholland (2012) claims, “Sport is a viable tool for addressing gender inequality and empowering girls and women.” (p.17). The inequality of male to female participation is especially present in snowboarding, as stated by the Women’s Snowboard Federation, “Female participation rates in snowboarding are significantly lower than the distribution of the general population” (Women’s Snowboard Federation). This paper will discuss the Canadian snowboard industry, and why it is important for their organization to reach out into the Canadian sport community and increase the number of female participants. Although the Canadian snowboard industry is predominantly male, the current changing tone of this male dominated industry presents an ideal opportunity to make changes effectively and efficiently to pursue gender equal opportunities and in the distribution of programming. Coakely (2009) claims that sport is a socially constructed institution that changes according to cultural context; affects other realms of our culture like
According to my classmate Angelina, “young kids want to learn to learn to play the game.” According to my classmate Brianna, “ it's only boys on TV.” Without women’s sports less and less girls will be interested in sports. When it comes to sports women can beat the men. In a marathon the women’s times were five minutes faster. This proves that women’s sports on TV is another way to play the
One effective element in this ad is the genius use of Serena Williams. The use of her conveys popularity, success, skilled and beauty. She is perhaps the most famous tennis player amongst men and women. She is one who can actually say “ball is life.” Amazingly, Serena has been a professional tennis player since the age of 14. She is currently 33 years old, which means she has been playing tennis longer than she hasn’t been playing. Serena is currently ranked number 1
Our general public has a tendency to characterize manliness and womanliness as per unbending sexual orientation standards that are found out at youthful ages. These standards are obvious in dialect, observations, practices and leisure activities. Since game is viewed as an awesome American hobby, it is a mainstream domain for the detachment of the genders and the production of socially characterized appropriate parts for ladies and men. Sports like working out and boxing have come to be seen as manly in light of the fact that they include customarily manly attributes, for example, quality and animosity. Interestingly, games, for example, vaulting and ice-skating have come to be seen as ladylike on the grounds that they include expectedly female attributes, for example, appeal and beauty.
Women are empowered, encouraged and even pressured into being involved in a sport or some type of fitness activities today; however, it hasn’t always been that way (Cahn 278). In the 1920s, also known as the “golden age” of sports, women and young girls faced obstacles such as rejection, gender discrimination, and stereotypes when showing interest in sports or fitness activities. One famous author named Susan Cahn, wrote a book called Coming on Strong: Gender and Sexuality in Twentieth-Century Women’s Sports, and focuses on the decades between the 1920s and the 1960s. For most of the 19th century, females were accused of causing a great deal of danger to the moral and physical areas of masculinity. Through the research of multiple different aspects, such as media, appearance, and gender roles, Cahn puts together an idea and theme that athleticism is seen as a masculine trait because it was once constructed by society itself; which fortunately for the women, that idea can be changed. In the later centuries, Cahn writes about the progress of woman 's appearance in sports, however then describes the difference in respect, attention throughout media, opportunities and wages between men and women. Through both primary sources such as newspapers, interviews, and journals, as well as secondary sources like relevant literature, Cahn writes her book in a historical non-fiction genre. After reading Coming on Strong: Gender and Sexuality in Twentieth-Century Women’s Sports by Susan
Active video games are also being marketed for adults. New Gaming companies have been turning their gaming systems into exercise machines (Recio 143). This new game keeps the player fit while watching television. One machine will incorporate a favorite show into an aerobic workout by broadcasting the selected show loud and clear during the exercise. Once the person starts to decrease their effort the volume will drop, and if they continue to decrease, the television will shut off leaving nothing to watch. This creates a good workout environment involving exercises and entertainment into a strict exercise agenda. Workout levels can range from heavy lifting or swimming (Recio 143). These workout levels are increasing stamina causing weight loss and health awareness. The new video machines can drastically change an adults workout routine.
This study reveals much about the attitudes that persist in society today regarding sport and gender. Early on, sport was created to serve men, evolving as a celebration of maleness, valuing strength, power, and competition. It idealized, promoted, and rewarded successful, elite athletes, established “the dream” as a professional career in sports, and viewed mass participation in sport as a tool to weed out the weak (Hill, 1993). In contrast, women’s sports originated to “address the expressed need for healthful exercise” (Huckaby, 1994). Unlike the competitive warrior mode
Gender disparity in video games is a topic that both scholars and major gaming icons have discussed before. However, the topic recently resurfaced with the upsurging population of female gamers. The integration of females was a spectacle that caused a massive culture shock. Many members of the gaming community were unsure how to handle the change and took to discriminating females. While discrimination may seem unimportant, many scholars and icons believe it is a prominent factor of gender disparity: an environment which typically favors males, a hostile or “toxic” atmosphere, and repeated stereotypes all manifest certain behaviors of both genders that can cause a disparity to grow. Although some sources claim gender disparity is evident in gaming as a whole, others insist the novelty of female discrimination in video games is less prominent due to a more leveled percentage of male-to-females in gaming. However, both agreed that the competitive gaming community is a different story. Time and time again the competitive gaming community was mentioned for its exclusion of women due to biased and misogynistic members who sexualize and degrade females. These members believe women are inferiors that encroach on their territory with unskilled and seductive natures. Therefore, for the females in the gaming community, their actions will shape the future of women in the competitive gaming community. The change in female treatment is detrimental to gender disparity. Not only because