You’re a girl, you must love pink.
Since who knows when, it has been an everyday occurrence for specific activities, objects, or actions to be considered gender specific. Through education systems, girls like me learned that a lot of the things that we liked, were not made for us. I started to hide certain interests, or turned my back from them altogether. My videogames would be hidden in a folder labeled “PPT”, and I made a Xanga account, even though I, the tomboy middle schooler, had no idea what to use it for. I even had to hide the books I read when girlfriends came over to play. I never watched sports games because that wasn’t what other girls did. As I grew older, I learned to disregard the gender specific rules placed on society – but I couldn’t disregard that the problem still exists.
The origin of games and sports being for boys mentioned in both Lien and Rosenberg’s articles was traced back to the marketers. Through all sorts of data accumulated through analytics and extensive consumer research, marketers have learned that if “it appeals to a certain gender or category of the population, [then] it makes sense from a marketing perspective to go after it” (Lien). Marketing firms aren’t on the lookout for opportunities to take risks. In fact, they want the opposite - the route with the minimal risk and maximal profit. Lien then points out that “most marketers will explain that trying to target a general audience in one campaign is a bad idea”. This argument could generally be received as logical, and push the idea that marketers aren’t purposefully trying to cause a gender divide. But the truth of the matter is, even if the intentions were different from the outcome, gender specific marketing has aided in creating a deep and unequal divide within society when it came to video games and sports.
In her article, Lien mentions that originally, games were fairly simple and gender neutral. Female developers and game content were rarely challenged regarding the topic of gender. However, after the video game recession in 1983, marketers figured out that more boys played games than girls, and turned the gaming world upside down. Everything that came out of the companies was targeted towards young males or males in general. Hundreds of war, fighting, or shooting games like Call of Duty and Counter Strike were pumped out for the boys, while a tiny and limited amount of simulation games were produced for girls. Even toy sections had separate aisles for boys and girls, the prior having Star Wars, superheroes, nerf guns and action figures, while the latter consisted of pink, dolls, and did I mention pink? Suddenly, girls that game became something to be ashamed of, and girls would be put down and accused of wanting attention. Gamer girls weren’t considered “real gamers” because statistics back in 1983 stated that more boys played games than girls. The reasoning is perfect!
Things were no better in the sports department. In shoe stores, female basketball shoes had two styles, most likely in – you guessed it – pink, while male styles that had a multitude of color and designs, took up the rest of the wall. Girls that are hardcore sports fans are accused of “being dilettantes, pursuing a game to please our boyfriends or throw ourselves into athlete’s paths” or are harassed by male fans to take off their shirts at sports games (Rosenberg). Sports reporters profit off the sexual humiliation of women and many girls have to carry pepper spray – because their safety isn’t ensured (Rosenberg). Similarly, women are commonly harassed at video game conventions, and female characters in games are overtly sexualized. After all, women can’t possibly be real fans, so what other worth do they have but to be another source of entertainment for men?
Although things have started to shift in favor of women recent years, the wound has not yet fully healed, and things such as games and sports remain territories predominantly claimed by men. The good news is – marketers can change their target demographic as well as their techniques. If marketing helped create the deep divide in video games and sports, it can also help end it.
Lien, Tracey. 2013. “No Girls Allowed”. Polygon.http://www.polygon.com/features/2013/12/2/5143856/no-girls-allowed
Rosenberg, Alyssa. 2011. “The Plight Of The Female Sports Fan”. The Atlantic.http://www.theatlantic.com/entertainment/archive/2011/02/the-plight-of-the-female-sports-fan/70592/.