Experimental Evidence for the Effect of Avatar Appearance and Role on Gender Self-Stereotype in Gaming

X. Wang; T. Kobayashi

Experimental Evidence for the Effect of Avatar Appearance and Role on Gender Self-Stereotype in Gaming

Department of Media and Communication

Research output: Conference Papers › RGC 32 - Refereed conference paper (without host publication) › peer-review

Abstract

Drawing upon Self-Categorization Theory, this study examines how avatar’s gender specific appearance and role influences women’s gender self-stereotypes. Lab experiment demonstrated that women who played avatars with feminine roles displayed higher level of gender self-stereotypes in terms of both self-reported measurement and Implicit Association Test. The main effect of avatar’s appearance was only found a small trend with the implicit measurement. The interaction effect was not found. The results were in line with the author’s previous survey study¹. Theoretical and empirical implications were discussed.

Original language	English
Publication status	Published - May 2019
Event	69th Annual International Communication Association Conference (ICA19): Communication Beyond Boundaries - Washington Hilton Hotel, Washington, United States Duration: 24 May 2019 → 28 May 2019 https://cdn.ymaws.com/www.icahdq.org/resource/resmgr/conference/2019/2019printprogram.pdf https://www.icahdq.org/page/2019Conference https://www.icahdq.org/general/custom.asp?page=2019Conference

Conference

Conference	69th Annual International Communication Association Conference (ICA19)
Abbreviated title	ICA19
Place	United States
City	Washington
Period	24/05/19 → 28/05/19
Internet address	https://cdn.ymaws.com/www.icahdq.org/resource/resmgr/conference/2019/2019printprogram.pdf https://www.icahdq.org/page/2019Conference https://www.icahdq.org/general/custom.asp?page=2019Conference

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@conference{031cc7e3b37c43c080c719a81fe64d23,

title = "Experimental Evidence for the Effect of Avatar Appearance and Role on Gender Self-Stereotype in Gaming",

abstract = "Drawing upon Self-Categorization Theory, this study examines how avatar{\textquoteright}s gender specific appearance and role influences women{\textquoteright}s gender self-stereotypes. Lab experiment demonstrated that women who played avatars with feminine roles displayed higher level of gender self-stereotypes in terms of both self-reported measurement and Implicit Association Test. The main effect of avatar{\textquoteright}s appearance was only found a small trend with the implicit measurement. The interaction effect was not found. The results were in line with the author{\textquoteright}s previous survey study1. Theoretical and empirical implications were discussed.",

author = "X. Wang and T. Kobayashi",

year = "2019",

month = may,

language = "English",

note = "69th Annual International Communication Association Conference (ICA19) : Communication Beyond Boundaries, ICA19 ; Conference date: 24-05-2019 Through 28-05-2019",

url = "https://cdn.ymaws.com/www.icahdq.org/resource/resmgr/conference/2019/2019printprogram.pdf, https://www.icahdq.org/page/2019Conference, https://www.icahdq.org/general/custom.asp?page=2019Conference",

}

TY - CONF

T1 - Experimental Evidence for the Effect of Avatar Appearance and Role on Gender Self-Stereotype in Gaming

AU - Wang, X.

AU - Kobayashi, T.

PY - 2019/5

Y1 - 2019/5

N2 - Drawing upon Self-Categorization Theory, this study examines how avatar’s gender specific appearance and role influences women’s gender self-stereotypes. Lab experiment demonstrated that women who played avatars with feminine roles displayed higher level of gender self-stereotypes in terms of both self-reported measurement and Implicit Association Test. The main effect of avatar’s appearance was only found a small trend with the implicit measurement. The interaction effect was not found. The results were in line with the author’s previous survey study1. Theoretical and empirical implications were discussed.

AB - Drawing upon Self-Categorization Theory, this study examines how avatar’s gender specific appearance and role influences women’s gender self-stereotypes. Lab experiment demonstrated that women who played avatars with feminine roles displayed higher level of gender self-stereotypes in terms of both self-reported measurement and Implicit Association Test. The main effect of avatar’s appearance was only found a small trend with the implicit measurement. The interaction effect was not found. The results were in line with the author’s previous survey study1. Theoretical and empirical implications were discussed.

M3 - RGC 32 - Refereed conference paper (without host publication)

T2 - 69th Annual International Communication Association Conference (ICA19)

Y2 - 24 May 2019 through 28 May 2019

ER -

Experimental Evidence for the Effect of Avatar Appearance and Role on Gender Self-Stereotype in Gaming

Abstract

Conference

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