Skip to main content

Sex, Lies, and Video Games: The Portrayal of Male and Female Characters on Video Game Covers

Sex Roles volume 57, pages 419–433 (2007)Cite this article

Abstract

Two hundred twenty-five console video game covers obtained from online retail sites were examined for portrayals of men and women. We hypothesized that males would be portrayed more often, but that females would be portrayed in a more hyper-sexualized manner. Male characters were almost four times more frequently portrayed than female characters and were given significantly more game relevant action. However, in spite of their less frequent appearance, female characters were more likely to be portrayed with exaggerated, and often objectified, sexiness. Further, violence and sexiness was paired more frequently for female characters than violence and muscular physiques for the male characters. The potential influence these negative portrayals could have on gamers is discussed.

This is a preview of subscription content, access via your institution.

Access options

Buy single article

Instant access to the full article PDF.

USD 39.95

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

References

  • Adams, G., Garcia, D. M., Purdie-Vaughns, V., & Steele, C. M. (2006) The detrimental effects of a suggestion of sexism in an instruction situation. Journal of Experimental Social Psychology, 42, 602–615.

    Article  Google Scholar 

  • Anderson, C. A., Berkowitz, L., Donnerstein, E., Huesmann, R. L., Johnson, J., Linz, D., et al. (2003). The influence of media violence on youth. Psychological Science in the Public Interest, 4, 81–110.

    Article  Google Scholar 

  • Anderson, C. A., & Bushman, B. (2001). Effects of violent video games on aggressive behavior, aggressive cognition, aggressive affect, psychological arousal, and prosocial behavior: A meta-analytic review of the scientific literature. Psychological Science, 12, 353–359.

    Article  PubMed  Google Scholar 

  • Anderson, C. A., Funk, J. B., & Griffiths, M. D. (2004). Contemporary issues in adolescent video game playing: Brief overview and introduction to the special issue. Journal of Adolescence, 27, 1–3.

    Article  Google Scholar 

  • Anderson, D. R., Huston, A. C., Schmitt, K., Linebarger, D. L., & Wright, J. C. (2001). Early childhood television viewing and adolescent behavior: The recontact study. Monographs of the Society for Research in Child Development, 66, 1–147.

    Article  Google Scholar 

  • Arbour, K. P., & Ginis, K. A. M. (2006). Effects of exposure to muscular and hypermuscular media images on young men’s muscularity dissatisfaction and body dissatisfaction. Body Image, 3, 153–161.

    Article  PubMed  Google Scholar 

  • Aubrey, J. S. (2006). Effects of sexually objectifying media on self-objectification and body surveillance in undergraduates: Results of a 2-year panel study. Journal of Communication, 56, 366–386.

    Article  Google Scholar 

  • Barker, J. M. (1997). Team decision-making and the Tower of Hanoi: The effects of gender and practice (Doctoral Dissertation, Florida State University, 1997). Dissertations Abstracts International Section A: Humanities and Social Sciences, 57, 3388.

  • Beasley, B., & Standley, T. C. (2002). Shirts vs. skins: Clothing as an indicator of gender role stereotyping in video games. Mass Communication & Society, 5, 279–293.

    Article  Google Scholar 

  • Cassel, J., & Jenkins, H. (1998). Chess for girls? Feminism and computer games. In J. Cassel & H. Jenkins (Eds.), From Barbie to Mortal Kombat: Gender and computer games (pp. 2–45). Cambridge, MA: MIT.

    Google Scholar 

  • Cusumano, D. L., & Thompson, J. K. (1997). Body image and body shape ideals in magazines: Exposure, awareness and internalization. Sex Roles, 37, 701–721.

    Article  Google Scholar 

  • Davies, P. G., Spencer, S. J., Quinn, D. M., & Gerhardstein, R. (2002). Consuming images: How television commercials that elicit stereotype threat can restrain women academically and professionally. Personality and Social Psychology Bulletin, 28, 1615–1628.

    Article  Google Scholar 

  • Dietz, T. L. (1998). An examination of violence and gender role portrayals in video games: Implications for gender socialization and aggressive behavior. Sex Roles, 38, 425–442.

    Article  Google Scholar 

  • Dill, K. E., Gentile, D. A., Richter, W. A., Dill, J. C. (2005) Violence, sex, race, and age in popular video games: A content analysis. In Cole, E., & Daniel, J. H. (Eds.), Featuring females: Feminist analyses of media (pp. 115–130). Washington, D.C.: American Psychological Association.

  • Entertainment Software Association (2006). Essential facts about the computer and video game industry. Retrieved December 12, 2005, from http://www.theesa.com/archives/files/Essential%20Facts%202006.pdf.

  • Erikson, E. 1968. Identity, youth and crisis. New York: Norton.

    Google Scholar 

  • Ferron, C. (1997). Body image in adolescence: Cross-cultural research. Adolescence, 32, 735–745.

    PubMed  Google Scholar 

  • Forbes, G. B., & Frederick, D. A. (2006). The UCLA Body Project II: Breast and body dissatisfaction among African-, Asian-, European-, and Hispanic-American college women (unpublished manuscript).

  • Gooden, A. M., & Gooden, M. A. (2001). Gender representation in notable children’s picture books: 1995–1999. Sex Roles, 45, 89–101.

    Article  Google Scholar 

  • Gutierres, S. E., Kenrick, D. T., & Partch, J. J. (1999). Beauty, dominance and the mating game: Contrast effects in self-assessment reflect gender differences in mate selection. Personality and Social Psychology Bulletin, 25(9), 1126–1134.

    Article  Google Scholar 

  • Harrison, K. (2003). Television viewers’ ideal body proportions: The case of the curvaceously thin woman. Sex Roles, 48, 255–264.

    Article  Google Scholar 

  • Harter, S. (1999). The construction of the self: A developmental perspective. New York: Guilford.

    Google Scholar 

  • Hoek, H. W., & van Hoeken, D. (2003). Review of prevalence and incidence of eating disorders. International Journal of Eating Disorders, 34, 383–396.

    Article  PubMed  Google Scholar 

  • Ivory, J. D. (2006). Still a man’s game: Gender representation in online reviews of video games. Mass Communication & Society, 9, 103–114.

    Article  Google Scholar 

  • Kennedy, H. W. (2002, December). Lara Croft: Feminist icon or cyberbimbo? On the limits of textual analysis. The International Journal of Computer Game Research, 2(2). Retrieved August 1, 2006 from http://www.gamestudies.org/0202/kennedy/.

  • Kenrick, D. T., Gutierres, S. E., & Goldberg, L. L. (1989). Influence of popular erotica on judgments of strangers and mates. Journal of Experimental Social Psychology, 25, 159–167.

    Article  Google Scholar 

  • Kenrick, D. T., Neuberg, S. L., Zierk, K., & Krones, J. M. (1994). Evolution and social cognition: Contrast effects as a function of sex, dominance, and physical attractiveness. Personality and Social Psychology Bulletin, 20, 210–217.

    Article  Google Scholar 

  • Kilbourne, J. (2002). Killing us softly 3: Advertising’s image of women [documentary]. Northampton, MA: Media Education Foundation.

  • Kolbe, R., & LaVoie, J. C. (1982). Sex-role stereotyping in preschool children’s picture books. Social Psychology Quarterly, 44, 369–374.

    Article  Google Scholar 

  • Labre, M. P. (2005). The male body ideal: Perspectives of readers and non-readers of fitness magazines. Journal of Men’s Health & Gender, 2, 223–229.

    Article  Google Scholar 

  • Posavac, H. D., Posavac, S. S., & Posavac, E. J. (1998). Exposure to media images of female attractiveness and concern with body weight among young women. Sex Roles, 38, 187–201.

    Article  Google Scholar 

  • Purcell, P., & Stewart, L. (1990). Dick and Jane in 1989. Sex Roles, 22, 177–185.

    Article  Google Scholar 

  • Roberts, T., & Gettman, J. Y. (2004). Mere exposure: Gender differences in the negative effects of priming a state of self-objectification. Sex Roles, 51, 17–27.

    Article  Google Scholar 

  • Sackett, P. R., DuBois, C. L. Z., & Noe, A. W. (1991). Tokenism in performance evaluation: The effects of work group representation on male–female and White–Black differences in performance ratings. Journal of Applied Psychology, 76, 263–267.

    Article  Google Scholar 

  • Scharrer, E. (2004). Virtual violence: Gender and aggression in video game advertisements. Mass Communication & Society, 7, 393–412.

    Article  Google Scholar 

  • Signorelli, N., & Bacue, A. (1999). Recognition and respect: A content analysis of prime-time television characters across the decades. Sex Roles, 40, 527–544.

    Article  Google Scholar 

  • Slater, A., & Tiggemann, M. (2006). The contribution of physical activity and media use during childhood and adolescence to adult women’s body image. Journal of Health Psychology, 11, 553–565.

    Article  PubMed  Google Scholar 

  • Stermer, P., Burgess, S., Burgess, M., Davis, C., McCarter, S., Jones, K., et al. (2006, April). Video game playing experience and preferences in males and females. Poster to be presented at the annual meeting of the Southwestern Psychological Society, Austin, TX.

  • Taylor, S. E., Fiske, S. T., Etcoff, N. L., & Ruderman, A. J. (1978). Categorical and contextual bases of person memory and stereotyping. Journal of Personality and Social Psychology, 36, 778–793.

    Article  Google Scholar 

  • Thompson, M., & Sekaquaptewa, D. (2002). When being different is detrimental: Solo status and the performance of women and racial minorities. Analysis of Social Issues and Public Policy, 2, 183–203.

    Article  Google Scholar 

  • Walsh, D., Gentile, D., Walsh, E., Bennett, N., Robideau, B., Walsh, M., et al. (2005). MediaWise® Video and Computer Game Report Card. Retrieved December 12, 2005, from http://www.mediafamily.org/research/report_vgrc_2005.shtml.

  • Ward, L. M., & Friedman, K. (2006). Using TV as a guide: Associations between television viewing and adolescents’ sexual attitudes and behavior. Journal of Research on Adolescence, 16, 135–156.

    Article  Google Scholar 

  • Ward, L. M., Hansborough, E., & Walker, E. (2005). Contributions of music video exposure to black adolescents’ gender and sexual schemas. Journal of Adolescent Research, 20, 143–166.

    Article  Google Scholar 

  • Whitehead, R., Chillag, S. & Elliott, D. (1992). Anabolic steroid use among adolescents in a rural state. Journal of Family Practice, 35, 401–405.

    PubMed  Google Scholar 

  • Zillmann, D., & Bryant, J. (1982). Pornography, sexual callousness, and the trivialization of rape. Journal of Communication, 32, 10–21.

    Article  PubMed  Google Scholar 

  • Zillmann, D., & Bryant, J. (1984). Effects of massive exposure to pornography. In N. M. Malamuth & E. Donnerstein (Eds.), Pornography and sexual aggression. New York: Academic.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Psychology, Southwestern Oklahoma State University, Weatherford, OK, 73096, USA

    Melinda C. R. Burgess, Steven Paul Stermer & Stephen R. Burgess

Authors
  1. Melinda C. R. Burgess
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Steven Paul Stermer
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Stephen R. Burgess
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Melinda C. R. Burgess.

Appendix

Appendix

Table 2 Male and female character portrayals in video game covers by N and percentages.
Full size table

Rights and permissions

Reprints and Permissions

About this article

Cite this article

Burgess, M.C.R., Stermer, S.P. & Burgess, S.R. Sex, Lies, and Video Games: The Portrayal of Male and Female Characters on Video Game Covers. Sex Roles 57, 419–433 (2007). https://doi.org/10.1007/s11199-007-9250-0

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11199-007-9250-0

Keywords

  • Stereotypes
  • Sex roles
  • Video games