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- W2560482303 abstract "AbstractPurposeVideo 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/approachEight 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.FindingsFindings 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 environment, at individual, marketplace, and cultural levels.Social implicationsThe culturally embedded gamer girl stereotype provides a foundation upon which characteristics of consumer vulnerability flourish, including a culture of gender-based consumer harassment, systematic disempowerment in the marketplace, and conflicting actions and attitudes toward future cultural change.Originality/valueThis research suggests female gamers struggle to gain a foothold in gaming due to the socially and culturally constructed masculine dominance of the field. Our research study provides a stepping-stone for future scholars to explore gendered subcultures and begins to address the dynamic interplay of power, gender, technology, and the market." @default.
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- W2560482303 date "2016-11-28" @default.
- W2560482303 modified "2023-10-12" @default.
- W2560482303 title "Gamer Girls: Navigating a Subculture of Gender Inequality" @default.
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- W2560482303 doi "https://doi.org/10.1108/s0885-211120160000018004" @default.
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