Gender Representation On Video Game Covers

Abstract

Lynch et al (2016) reported that depictions of females in video games had improved over the last 30 years but that some genres such as first person shooter games primarily present portrayals of females as sexualized and secondary. In the present study we attempted a comprehensive content analysis of video games released in the US in 2017. Video game covers were examined as this is typically the first image seen of a game and the primary focal point in a retail setting. Approximately 350 video games were identified. Each cover was coded for the presence and number of characters (human, non-human), gender of each character, and primary or secondary status of the character. Females were present on significantly fewer covers (approximately 30%) compared to about 50% for males. However, males were not more likely to be portrayed as primary characters (30% vs 26%). Females were not more likely to be secondary characters (15% vs 13%).