Citas bibligráficas
Yarango, Y., (2022). Percepción de gamers peruanas del enfoque de género en la campaña “En mi skin” de Guaraná [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/667173
Yarango, Y., Percepción de gamers peruanas del enfoque de género en la campaña “En mi skin” de Guaraná [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/667173
@misc{sunedu/4389610,
title = "Percepción de gamers peruanas del enfoque de género en la campaña “En mi skin” de Guaraná",
author = "Yarango Alcocer, Yolanda Fatima",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
This research work analyzes how the inclusion of the gender approach in video games is being perceived by female gamers through the advertising discourse of the Guarana brand with the "In my skin" campaign. For this, the qualitative research methodology was used through semi-structured in-depth interviews with Peruvian gamers between 18 and 28 years old, and players from categories such as MOBA, RPG, MOBA and/or shooter video games. The main results obtained were that the use of the gender approach in the advertising discourse of video games does generate a positive perception by opposing gender roles and stereotypes of women. In addition, it generates greater visibility and identification with the female audience, which is increasing in video games. Similarly, there is an evolution in the representation of women in avatars; however, violence towards female players by male players still persists. Therefore, it is necessary for brands to involve and use the gender approach through elements such as the equal exposure of women, visual and contextual elements, and an attractive message such as involvement in issues relevant to female players.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons