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Wetenschappelijke Verhandeling

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Wetenschappelijke Verhandeling UNIVERSITEIT GENT FACULTEIT POLITIEKE EN SOCIALE WETENSCHAPPEN Girl Gaming vs. Guy Gaming Onderzoek naar inhoudelijke voorkeurselementen in een game bij vrouwen Wetenschappelijke verhandeling aantal woorden: 24 333 LOTTE VERMEULEN MASTERPROEF COMMUNICATIEWETENSCHAPPEN afstudeerrichting COMMUNICATIEMANAGEMENT PROMOTOR : DR. JAN VAN LOOY COMMISSARIS : DR. KATRIEN DE MOOR COMMISSARIS : EVELIEN DE WAELE – DE GUCHTENAERE ACADEMIEJAAR 2009 – 2010 0 0 INHOUDSTAFEL Abstract .......................................................................................................................................... 3 Woord vooraf ................................................................................................................................ 4 Inleiding ......................................................................................................................................... 5 THEORETISCH LUIK .................................................................................................................. 6 1. Definities........................................................................................................................ 6 2. Vrouwen in de geschiedenis van gaming....................................................................... 7 2.1. Baanbrekers......................................................................................................... 7 2.2. Girl Games Movement........................................................................................ 8 3. Demografie .................................................................................................................... 10 4. Probleemduiding............................................................................................................ 12 5. Gender neutral vs. Gender specific ................................................................................ 14 6. Verklaringen voor non-participatie................................................................................ 17 6.1. Mannelijke dominantie in de game-industrie...................................................... 17 6.2. Does context matter?........................................................................................... 18 6.2.1. Gendered places................................................................................... 18 6.2.2. Sociale netwerken & onzichtbare identiteit ......................................... 19 6.2.3. Digitale exclusie................................................................................... 20 6.2.4. Sweet home?........................................................................................ 21 6.3. Content................................................................................................................ 21 6.3.1. Representatie van vrouwen in games................................................... 21 6.3.2. “Male Themes” .................................................................................... 23 6.4. Marketing & reclame .......................................................................................... 24 6.5. Alternatieve verklaringen.................................................................................... 26 7. What girls like................................................................................................................ 27 7.1. Casual games........................................................................................................ 27 7.2. Geweld & competitie ........................................................................................... 27 7.3. Verkennen ............................................................................................................ 28 7.4. Sociale interactie & verhaallijnen ........................................................................ 29 7.5. Identiteit en gamepersonages ............................................................................... 30 7.6. Geprefereerde genres............................................................................................ 31 7.7. Game play ............................................................................................................ 31 8. Andere media ................................................................................................................ 33 9. Tegenreacties en positieve evoluties.............................................................................. 34 1 EMPIRISCH LUIK ........................................................................................................................ 35 10. Inleiding ......................................................................................................................... 35 11. Studie 1: kwalitatief onderzoek...................................................................................... 35 11.1. Methode ................................................................................................................ 35 11.1.1. Steekproef............................................................................................. 35 11.1.2. Opzet..................................................................................................... 36 11.1.3. Materiaal en procedure.......................................................................... 36 11.2. Resultaten en bespreking ...................................................................................... 37 12. Studie 2: kwantitatief onderzoek.................................................................................... 41 12.1. Methode................................................................................................................ 41 12.1.1. Steekproef............................................................................................. 41 12.1.2. Opzet..................................................................................................... 41 12.1.3. Materiaal en procedure.......................................................................... 41 12.2. Resultaten.............................................................................................................. 42 12.2.1. Sociodemografische gegevens.............................................................. 42 12.2.2. Gamegewoonten.................................................................................... 45 12.2.3. Hypothesetoetsing................................................................................. 49 12.2.4. Intrinsieke motivaties............................................................................ 59 12.2.5. Intrinsieke motivaties naargelang geslacht ........................................... 62 12.2.6. Geslacht, gamegenres & intrinsieke motivaties.................................... 63 13. Bespreking ..................................................................................................................... 67 14. Beperkingen en suggesties............................................................................................. 71 LITERATUURLIJST..................................................................................................................... 73 BIJLAGEN..................................................................................................................................... 82 2 Abstract Het laatste decennium is de belangstelling van vrouwen voor gaming gegroeid (Cassell & Jenkins, 2008, p. 13). Doch dringen verbeteringen op vlak van content zich aan om deze groep doeltreffend aan te trekken. De focus van dit werk ligt op het achterhalen van elementen in een game die de voorkeur winnen bij meisjes en vrouwen. Om dit in kaart te brengen werden twee focusgroepen en een online survey afgenomen en besproken. De voornaamste bevindingen zijn dat vrouwen minder gemotiveerd worden door gewelddadige en competitieve content dan mannen. Daarnaast tonen ze, meer dan mannen, een voorkeur voor cartoonstijlen en 2D in plaats van realistische gamesettings. Vrouwen verkiezen overigens heldere en scherpe kleuren in een game. Ook willen ze vooruitgang zien in een spel en een doel kunnen bereiken. Bovendien vinden ze het belangrijk dat een game eenvoudig te hanteren is wat betreft de controls en de ingame regelgeving. De doelgroep stoort zich ook meer dan mannen aan seksuele representaties van vrouwen in games. Tevens worden er een aantal intrinsieke motivaties onderzocht, c.q.: “prestatie/competitie”, “vrijheid/controle”, “uitdaging”, “sociaal contact” en “immersie”. Vrouwen duiden vooral vrijheid en controle aan als redenen om te gamen. Bij mannen komt het sociale aspect op de voorgrond, terwijl dit bij vrouwen de minst aantrekkelijke gamemotivatie is. De data tonen ook aan dat de motivaties en het geslacht een niet te ontkennen rol spelen bij de preferentie voor bepaalde gamegenres. 3 Woord vooraf Graag wil ik een woord van dank uitspreken aan iedereen die mij gesteund heeft bij het tot stand brengen van dit werk. Speciale dank gaat uit naar mijn promotor, dr. Jan Van Looy, die mij telkens een heel eind op weg hielp en mij met plezier begeleidde doorheen de wereld van games en onderzoek. Ook bedank ik Cédric Courtois die mij goede raad gaf bij het verwerken van het datamateriaal. Graag wil ik via deze weg ook Melanie bedanken. Zonder haar enthousiasme en advies was ik waarschijnlijk nooit in deze boeiende wereld van gaming beland. Bedankt ook aan Nintendo en het Sint-Hendriks- en Zusters Maricolen Instituut voor hun bereidwilligheid en medewerking. Ook wil ik even stilstaan
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