Advert Style Models – Perfume

Dior

  1. Textual Analysis : The iconic sign shown is the brand Dior which is presenting a perfume to sell to women.
  2. Semiotic Analysis : Within the two images, the dominant signifier is the perfume being shown, one being advertised in a red circular bottle and another in a clear glass rectangular bottle. Additionally, the aimed audience for this product is women.
  3. Representational Analysis : The two adverts are reactionary due to the feminine style used, for example, the flower/s displayed on both digital prints assist in the stereotype of women and feminine products being ‘girly’. As well as giving the purchaser a floral scent.

Chanel

  1. Textual Analysis : The brand being shown is Chanel with their well know product, perfume for women.
  2. Semiotic Analysis : The clear dominant signifier is the celebrity known as Keira Knightly signifying women who purchase this product have the chance to be irresistible and luxury.
  3. Representational Analysis : The magazine type print is also a reactionary idea, from the slim, attractive young woman who holds the perfume. This gives the belief that the scent will provide an inviting, sensual feeling to the purchaser.

Gucci

  1. Textual Analysis : Gucci, the lavish, valuable and luxury brand is advertising their feminine perfume.
  2. Semiotic Analysis : The dominant signifiers are Evan Rachel Wood and Chris Evans. This is a radical idea as the woman is in a dominant position over the man, opposing the idea that men are the superior and powerful gender.
  3. Representational Analysis : In the ad, Gucci presents their actors in a seductive and submission manner to present an attractive smelling product that seduces men for women.

Calvin Klein

  1. Textual Analysis : Calvin Klein, the famous clothing and cologne brand shows their new 2021 aftershave for men.
  2. Semiotic Analysis : Here the dominant signifier is actor, Richard Madden, presenting the reactionary ideal position and gestures for men.
  3. Representational Analysis : The digital print displays Madden in a masculine and vigorous manner, to advertise the opportunity for men to show their masculinity off. As well, due to Calvin Klein choosing good-looking models, this gives the sense that women will be charmed by the smell of the cologne.

semiotic analysis essay

In this essay I am going to apply a semiotic analysis to both Tomb Raider and the  Metroid’s video games covers, I will argue that the representation female protagonists is radical in comparison to the reactionary representation of a male protagonist.

The cover of Tomb Raider provides a dominant signifier of the main protagonist Lara Croft who is being presented as overly feminine. This corresponds to Laura Mulvey’s theory of the male gaze which is, a feminist view that in almost all forms of media the representation of women is altered to appeal to the average male consumer. However despite being represented as very feminine there is also some radical elements in this front cover, such as the inclusion of guns. This is radical because it shows that the female protagonist can protect herself without the need of a male protagonist, this radical representation also juxtaposes the idea of “The Damsel In Distress” which says that women in media are simply used as plot devices that the male protagonist needs to rescue to satisfy the story. This creates a positive representation of women as, contradictory to most games, Lara Croft does not need to rely of the help of a male protagonist, This also creates a positive impression on the gaming community as a whole because it shows that female protagonists can still be strong and independent without a male protagonist and that it does not impact enjoyment of the game as a whole.

Even though the representation on the front cover of tomb raider may provide a brief break from the normal representation of women it is not without flaws. The main example of this is Lara Crofts clothing the use of skimpy and revealing clothing could be harmful to younger audiences as it provides unrealistic standards for people to aspire to, it may also have been used to appeal to the average male gamer, this would have been done because males take up the majority of the gaming industry in terms of both creation and consumerism therefore appealing to the male audience provides the biggest profit margin. The paradigm of tight clothing ,provocative stance and a seductive facial expression makes up an objectified persona, this reflects upon Laura Mulvey’s notion on the male gaze in that the dominant signifier is designed in such a way that she appears sexualised. In other words the character is designed so that it appears sexual and erotic in order to appeal to the sexual and erotic standards for women in the video game industry. By dressing Lara Croft in this revealing and skin tight clothing the game developers are taking away from the representation of Lara being able to defend herself without the help of a male protagonist. With that you can argue that this is a reactionary representation of women in video games.

In comparison the front cover of Metroid provides dominant signifying image of a robotic suit , presumably the main character, and is presented as masculine even though it is never stated whether or not they are male or not, the protagonist is presented to be muscular and broad which are characteristics that have been universally recognised as masculine. This creates a reaction representation of men in video games this is because the front cover displays a stereotypical representation of a male hero which is presented as strong and powerful so that they can complete their goal which is normally defeating a big evil and saving a damsel in distress. The inclusion of a large gun attached to the robotic suit implies that there will be themes of violence and combat, this further portrays the male character as fearless and a warrior. This juxtaposes the idea that the sexualisation of women is always used as the main selling point of video games, This also avoids the theory of the male gaze as it does not include any sexualisation towards women. The representation on the front cover of Metroid also shows that games can have extreme success without the sexualisation of women on the front cover.

In conclusion, both Metroid and Tomb Raider portray two rather similar representations of their respective gendered protagonists this is because they are both presented as radical due to their either exaggerated features or their stereotypical features, this is not a good theme as it provides unrealistic body standards for both genders and could possibly be harmful to younger peoples mental health.

PRODUCTION – ADVERT STYLE MODELS

Style Model Textual Analysis Semiotic AnalysisRepresentational Analysis
1.– Branding (Brand name and logo)
– Images of products
– Main image
– Trademark
– Additional information in smaller font
– Brand slogan
– Campaign slogan ‘curious cat’
– Dominant signifier of a woman using the product
-Anchorage, the brand slogan (‘evolution of smooth’) sets out the products purpose
– Iconic sign – Lip balm product
– Indexical sign – The bracelet the woman wears is the same pattern as the product
– Paradigm of signs that revolve around the product being promoted
– Reactionary representation – Women are often the face of skincare/beauty advertisements
– Stereotypical representation – The woman on the advert is of an idealistic beauty standard. The brand has selectively represented her to promote sales
– The audience is positioned to believe the statements the brand is making because they are viewing them as factual truth.
– The beauty of the woman could appeal to the male gaze.
– ‘Get noticed’ – Implies that the only reason for using the product is for gaining romantic attention, rather than it benefitting your lips.
2.– Main image of man using product being promoted
-Image and name of product
-Name of campaign (‘The Show’)
– Background image of a curtain
– Name of celebrity to increase sales.
– Magazine title
– Dominant signifier of the man using the product
– Iconic sign – Lipstick product
– Indexical Sign – The man is wearing other makeup products
– Symbolic sign – The red lipstick shade links to the colour of the curtains. The shade has connotations of luxury.
– Radical representation : Men who wear makeup, or take care over their appearance are not often represented in the media, more specifically adverts for makeup products
– Countertypical representation : Goes against the societal norm and counteracts the idea that only women should wear makeup
– The audience are positioned to accept and celebrate this representation
– Could be seen as a representation of the LGBTQ+ community
– Counteracts the hegemony that females hold in the beauty industry.
3.– Image of the product being promoted
– Brand name and logo
– Brand tag line/slogan
– Hard lines to section off the different sections of the advertisement ‘without it. A kiss is just a kiss’
– Additional smaller text
– Dominant signifier of the two people about to kiss on the top left corner
– Iconic sign – Chapstick/image of the product
– Iconic sign – Image of lips on the packaging. Linking to the message of the advert
– Anchorage – Smaller text relates to the purpose of the product
– Symbolic sign – Red pattern as background links to love and romance

– The product is over-sexualised and portrayed in a way only revolving around romance and love
-Stereotypical representation which implies that men only find women attractive when they use beauty products.
– Reactionary
– The inclusion of the definition of a ‘kiss’ reinforces the fact that the product is for the pleasure of the male
4.– Main image of a man using lip balm product
– Background : Gradient of yellow and orange
– Dominant signifier is of an ‘attractive’ man using a lip balm
– No anchorage
– Iconic sign of the lip balm stick
– Countertype – This representation goes against the social stereotype which encapsulates the idea that to be masculine and ‘manly’ you must neglect self care and care for appearance, as it is seen as a much more feminine trait to hold.
5.– Main image
– Brand logo and brand graphics
– Image of product being advertised
– Brands slogan/ tag line
– Iconic sign of the product
– Dominant signifier of the lower half of a woman’s face. Focused in on her lips which links to the products purpose
– Anchorage – Rhetorical question to directly communicate with the customer.
– Reactionary representation – Women are most likely to be featured in a beauty campaign because it fits with the social stereotype of the type of consumer who would use the product.
– Through the use of comparison of the product being advertised against other similar products, the audience is positioned to believe that this product is most beneficial.

semiotic analysis on tomb raider and metroid

Semiotic analysis on Tomb Raider and Metroid

In this essay I am going to apply semiotic analysis to both Tomb Raider and Metroid games covers. I will argue that a representation of Tomb Raider presenting Lara Croft as a sexualised character of whom is created to please the male eye. From the first Tomb Raider game released in 1996, Lara has been designed with an appealing body type of which consists of a slim body type equipped with minimal clothing, an unrealistic choice of wardrobe for an occasion as adventurous as the one Lara embarks on. It is argued Lara is created to receive approval from the ‘male gaze’ an idea Laura Mulvey theorized, of which she describes ‘woman as visually positioned as an “object” of heterosexual male desire’. Using a female as a main character can be seen as an impression of female empowerment, due to the rumour that games in the study with male-only playable characters were said to have sold better than the ones that included women. In addition to this Tomb Raider has only been seen to use a female character known as ‘Lara Croft’.  As much as a positive light can be shown with Lara being female, the minimised clothing and creation for the male gaze dominates the feminist aspects of Lara Croft. Her unrealistic body type, designed by men, was announced to have been created ‘accidentally’ however ironically fits the beauty standard of the male gaze. In addition, the age rating of this game can be frowned upon. An age rating of 12, despite the use of weaponries creates a violent, approved aesthetic, almost suggesting the actions are realistic. 

Second to this Metroid’s main character Samus, disguised as a space defeater, is also female. In contrast with Tomb Raider’s Lara Croft is clothed in a large, protective suit of which defines no gender. In playing Metroid you are tasked with defeating the opposition without the male input. The ‘damsel in distress’ is the hero instead. Despite the empowerment Metroid brings, male players have been seen to dismiss this and complain. In the release of the game players were led to believe that the hero was a man – the game’s accompanying booklet referred to Samus as a “he”. However, those who completed the game were shocked to discover Samus revealing herself to be a woman. In 1986, to see a character be revealed to be a woman there had been minor female gaming characters before. Despite this movement of female empowerment for the gaming industry, the game could not escape criticism. When ending the game, the player is seen to be rewarded with the sight of Samus’s body dressed in red underwear. The creators of Metroid decided for an almost ‘nude’ viewing of the character, of which could have been easily avoidable. Those who question the game creator’s choice for this, ask ‘why dress her in that?’. Metroid could be suggested as radical representation as we assume that the use of the sexualised female body was used as a visual for the male gamer. A symbolic signifier of a smoky background suggests the empowerment and heroic display Samus withholds, allowing for a positive view of the creators of Metroid.

In conclusion both Metroid and Tomb raider can be seen to be of a radical representation due to the female protagonists of whom defeat and overcome challenges, the typical male main character would conduct. Both however contain visuals of the female body in a sexual way to please the assumed male, straight player. 

In this essay I am going to apply a semiotic analysis to both the Tomb Raider and Metroid video games covers. 

 I will argue that both Tomb Raiders games cover and display the relationships, similarities and differences between signifiers. I will argue the challenge of female representation and their place in society linking to the media Tomb Raider which I feel does not represent women in a positive or productive way for the gaming community as they’re both sexist and degrading to women. as the way in which the main character Lara Croft is visibly being sexualised on the front cover, they have done this by ensuring that she is contorted into a pose which shows off her female attributes for example her butt, as well as her breasts being enlarged while having a very petite torso while wearing minimal clothing, this is creating unrealistic ideations of women by the men playing video games and conforming to the stereotypical standards that they believe all women must look like. Although people may think that Lara Croft has was defeating gender stereotypes buy being a strong main female character, Croft does not rely on the help from a male character to complete her quest which therefore creates a influence on the male gaming community as it encourages them to have a more open mind in how women should be presented compared to how they typically are presented for example “the damsel in destress” however, it was subsequently overrun by how the game designers sexualised her as a character.   

 This reflects upon Laura Mulvey’s notion on the male gaze in that the dominant signifier is designed in such a way that she appears sexualised. In the words of Mulvey, she is a character whose “appearance is coded for a strong visual and erotic impact” (“Visual and Other Pleasures”, 1989). Laura states that women are presented as sexual objects for heterosexual male gratification, she believes this due to the abundant mass of females in the media being objectified to please men and to entice them to buy products.  

Additionally, from this the game Metroid the main character who is seen as a large robotic character (Samus Aran) is a radical character as she is defeating gender stereotypes by being a strong main character with no sexualised attributes of a female as she is always seen in a sci-fi robotics suit which also covers her face, this is effective as it makes a change in media as  the dominant signifier could point to suggest to a sense of power and independence the character has, on her own, regardless of her ‘Metroid’ character she plays. The Metroid character is usually the vast majority of connected with more strapping connotations and would stereotypically be depicted by a male. Evidently, this character counteracts this stereotypical representation, protesting a radical presentation. The media industry rarely showcases countertypes in a determined light. 

To conclude, both Metroid and Tomb Raider describe two rather lookalike representations of female protagonists in the sense that they’re both presented as radical due to their bravery and independence furthermore additionally both being sexualised to meet the want of the ordinary straight male audience. However, the limited disagreement is that this representation is a lot less clear with regards to the Metroid fore mask compared to the Tomb Raider fore mask due to the essential character being portrayed as a gallant figure at 1st glance. 

CSP 3- Score (notes)

  • White male being treated like royalty by a group of white women after presumably using the hair product
  • The gun is being used as a signifier/symbol of the male autonomy.
  • The anchorage is the phrase “get what you’ve always wanted”
  • Women being attracted to you after using this hair product is being signified
  • Poor production quality (fake plants, cheap costume)
  • Studies show that if a celebrity appears in an advert it makes consumers believe that the product is more trendy and effective
  • The fact that he is above them is a representation of how men are sometimes seen as superior to women.
  • Male subject is portrayed as white and straight which is sometimes considered the normal orientation of men.
  • The female subjects are dressed in skimpy outfits which coheirs to Laura Mulvey’s theory on “The Male Gaze”

media essay- Lara Croft tomb Raider and Metroid.

In this essay I will be discussing the reactionary representation of the video games, Tomb Raider and Metroid. I wish to apply a semiotic analysis to both games and thereby present the study of signs and their impact on how we consume the games, characters and their actions.  

In ‘Lara Croft- Tomb Raider’, the dominant signifier, Lara Croft’s image on the front cover directly determines the way the audience will interoperate her. Her reactionary body shape communicates a highly sexualized design to appeal to straight men, who statistically are most likely to play games that include a sexualized female lead. The implication of voyeurism in games including exposed and venerable female characters, rockets product sales. Laura Mulvey said “The ‘male gaze’ is something that sexualizes women by empowering men and objectifying women. It could be argued that Lara Croft defies these stereotypes by embracing the main hero in this storyline but the use of her tight, radical outfit accentuating her thin figure could further empower men in believing they can dominate and overpower a female physically, furthermore, advancing the ideal of negative misogyny. Ferdinand De Saussure’s ideology is still portrayed in today’s world with the idea of the signifier, being the object itself and signified, being the meaning of the object, relates with her depiction of the guns she holds, which is Linking previously to the topic of the dominant signifier herself, contradicting the radical proposition of women being inferior and venerable, as she’s positioned holding guns ‘ready for attack’, Which is not conventionally the image a women would withhold in a game that involves dangerous situations without a male to come and save her. She is not in the usual ‘damsel in distress’ circumstance, she is the ‘hero’. Linking to the ideology of Propp’s theory. The fact she is the main signifier to a male dominated played game is radical as it goes against the patriarchal society, but equally argues that she is used in a dismissive and sexist manner in order to make the game more enjoyable to straight men.  

In addition, from the patriarchal depiction that Lara croft implies, the age rating of this game, which is 12, can be discussed in a range of opinions. The unrealistic rendition of the character holding and using guns regularly implies a violent aesthetic to the game, which means that the young video game players who are an impressionable demographic, are exposed to the usage of guns, which could harm these susceptible youth gamers. The reality of depicting a female in this way which is radical and sexualized additionally progresses a stereotypical and unconventional picture in young players minds giving them a damaging and sexist image of a women.  

Metroid translates a positive depiction of femininity. The first interpretation of Metroid the cover is generally stereotypically targeted towards boys, but under further research the dominant signifier appears as a female, which positively reveals that the game makers are promoting a non-gender specific target audience. 

   The Metroid cover contains a dominant signifier, main image of a female character who is Samus Aran disguised as a robotic figure Metroid, links to themes of science fiction, robotics and combat. The symbolic signifier of the white, smoke-like effect paired with Metroid, the dominant signifier, connotes an aesthetic of independence the character has on her own. The Metroid character is commonly most associated with more masculine themes and would stereotypically be depicted as a male. Evidently, this character counteracts this stereotypical representation, demonstrating a radical presentation. Toril Moi’s analysis of the distinction between female, feminine, feminist categories of representation in 1987 as the build of the protagonist appears muscular and broad which are characteristics which have been collectively recognized as masculine. The subject of Countertypes not reflecting the real world, this reflects the quote – “what often gets lost in the exhausting, furious online discourse around representation is real-world experience” from an article: ‘Why diversity matters in the modern video games industry’. Along with representation of gender, the concept can relate to a lack of representation of different identities such as someone’s race, sexuality, ethnicity and personal background.  The industry’s lack of realistic representation of women, it also lacks diversity. However, at the end of the game, Samus Aran is revealed to be wearing a blue body suit, in which her body is majorly exaggerated and enhanced, linking to the radical representation of Lara croft, furthermore, representing the sexualization of women in the video game industry.  Presenting an idealistic and non-realistic body type. This refreshing presentation of a women with an alter ego of this male dominated and stereotypical robot is snatched away and the game, linking into the archaic ways of appealing to the Male Gaze as a sales strategy.   

To conclude the summaries of both ‘Lara Croft, Tomb Raider’ and ‘Metroid’ both include signifiers relating to power, strength, misogyny and masculinity which are juxtaposed using two female characters. Even though these characters create a strong, independent figure for Younger female players to aspire to, the radical representations of their bodies represents the characters as sexual objects for male pleasure which is not a positive aspiration.The common utilization of women in media being included as profit-makers, according to Jean Kilbourne on her observations of women in advertising does not ‘directly cause violence against women but they normalize a dangerous attitude’ which births the problems of gender discrimination- Quote from her TED X conversation. The overall image of females and their body in media specifically the video game Industry is negative and needs to be improved due to the unrealistic portrayal of the female body, which negatively encourages and teachers young impressionable girls what their body should look like, and how they should present themselves to please Men.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       

ANALYSE THE RELATIONSHIP BETWEEN SIGNIFIERS AND SIGNIFIEDS IN THE TWO CSP GAMES COVERS

In this essay, you will be knowledgeable of the application of semiotic analysis to both, the Tomb Raider and Metroid video games cover.  

Tomb Raider, a popular video game from the 2000s, a representation of the theory of the ‘male gaze’ theorised by Laura Mulvey – suggests a more radical representation. Whereas Metroid, also a popular video game from the 2000s, presents a more reactionary representation of a typical male protagonist. The male gaze is the act of depicting women and the world, from a straight (heterosexual) male perspective, sexualising women for the pleasure of the heterosexual male viewer. Within the gaming community, I strongly believe this idea does not represent Tomb Raiders positively or either productively. Due to the suggestion of negative natures. On the other hand, this may further entice more gamers to participate in Tomb Raiders, challenging Tomb Raider to a successful market strategy.  

The front cover of the video game, Tomb Raider, exhibits a female character Lara Croft, who can also be known as the dominant signifier. In which, she is manifested to be a sexual object for the suggested straight male viewer. This can be argued by the emphasis on the definition of the female characters bum and figure, she is also presented as flawless, with a lot of makeup and her hair looking completely perfect, creating an unrealistic and fantasy figure for players to look up to. This character is also given a defined hip-sway as such within the actual game suggesting a male pleasure being given which can be defined as the ‘male gaze’ – indicating that she conforms to all society’s gender expectations of women. Additionally, she can also be defined as a reactionary character implicating that her character strongly follows the negative stereotype of the idea that the woman’s body can be viewed as an object. This is mentioned, in Laura Mulvey’s academic paper where it is suggested women believe ‘there is pleasure in being looked at,’ this is suggested to us by the certain way she is positioned on the front inlay product of the game.  

On the other hand, Lara Croft can also be portrayed as a radical character. This is said because she is presented as the main character for the game – this is unusual as it opposes the stereotype that men are superior to women and that women are less important. Therefore, cannot be the main characters of a targeted male video game. This production could also be interpreted as a counter type as it – seemingly, going against the stereotypical ‘damsel in distress’ idea that is commonly featured in a lot of video games. The ‘damsel in distress’ was theorised by Anita Sarkeesian of ‘Feminist Frequency.’ She owns an online blog that comments on the representation of women in popular culture where she expresses that female, cartoon, video game characters are portrayed as the hyper-sexualised ‘damsel in distress,’ suggesting that they may rely on the character of the hero, who is typically male, to save them from a situation where they may be in danger or need help.   

In contrast, the Metroid cover contains a dominant signifier, suggesting the main image of a male character but the gender is not explicitly confirmed on the front cover. Within the actual game, it is discovered that this character is discovered to be a female character named Samus Aran, who is disguised as a robotic figure and has many links to science fiction. These signifiers are accompanied by indexical signifiers. These indexical signifiers can be identified as mathematics-related coding, numbers and scientific diagrams and shapes, creating a myth that displays links to action or suspense which can symbolise the hegemony of the character. This can also contrast to the analysis, created by Toril Moi, of the distinction between female, feminine, feminist categories of representation, which was created in 1987, as the figure of the protagonist appears broad and somewhat muscular which can be characteristics that have been collectively recognised as masculine over the years, this can create a reactionary representation of men because the cover is suggested to display a stereotypical masculine hero who can be thought of as powerful and dominant which supports the stereotype that the purpose of the male gender within video games is to save the female character who can be described as the ‘damsel in distress. Whereas, in reality, the cover of the game presents a female character as the main character so therefore opposes the stereotype that the male gender is typically better suited to the ‘hero’ character.  Within the cover we can see the indexical sign of the gun attached to the robot’s outfit which can also imply that it has connotations of combat and violence which therefore portrays the signifier as brave and fearless. This can also juxtapose Anita Sarkeesian’s, from Feminist Frequency, idea that women are usually or often the selling point of video games. She suggests that designers ‘make women exude sexuality for the entertainment of the presumed straight male player’ which is opposed in Metroid, this is because Metroid displays how it is easy to exceed sales using a masculine looking character, who is revealed to be a woman, rather than using a sexualised image of a woman to do so.  

However, at the end of the game, Samus Aran is revealed to be a woman whilst wearing a tight body suit, where her body and figure is majorly defined, so therefore, once again suggesting a non-realistic body type which can be defined as the ‘male gaze’ similarly to Tomb Raider. This also suggests that Metroid could be suggested as radical representation as we assume that the use of the sexualised female body was used as a selling point. 

To conclude, both the ‘Tomb Raider’ and ‘Metroid’ covers include signifiers relating to power and masculinity which are juxtaposed by the use of two female characters. They are both represented in an equivalent way due to the female protagonists, this is assumed as they can both be argued that they suggest a radical representation due to their bravery and independence as well as their female body’s being sexualised to please and entertain the assumed straight male viewer. However, Metroid can be argued to be less radical due to the assumption of the main character being a male on the front cover because of its build and muscular appearance. 

ANALYSE THE RELATIONSHIP BETWEEN SIGNIFIERS AND SIGNIFIEDS IN THE TWO CSP GAMES COVERS

In this essay I am going to apply a semiotic analysis to both Tomb Raider and Metroid video game covers. I will argue that the tomb raider and Metroid are both sexist and degrading to women, and create unrealistic views of males, which I feel does not represent positive views of gender to players of the games. 

Tomb Raider, a popular video game of the 2000’s, presents the dominant signifier, Lara Croft, through the view of the male gaze. The male gaze was first theorised by Laura Mulvey, it is the act of depicting women and the world through the view of a white hetero-sexual male viewer, often being degrading and sexualising towards women. Lara Croft is portrayed as a woman who conforms to all of society’s gender expectations and standards for how she looks, very little clothing, small waist, large chest, who’s bottom can be seen from nearly every angle and ultimately the expectations set by white cis males, this is not only feeding to the theory of the male gaze, but also profiting off of the sexualisation of women through the game industry. 

Similarly to Tomb Raider, Metroid also creates unrealistic sexualised views of men which fit under the ‘cool man’ expectations, huge muscles, weapons, anger and destruction and ultimately large features, which is an indexical signifier to danger and strength, the opposite to those of how women are presented. This also creates unhealthy expectations for men that they must be violent, physically and mentally strong and that both genders are displayed in a way to suit the voyeuristic needs of the gaming industry. 

However, these two games, tomb raider and Metroid, become a clear guideline to how much the male gaze has affected not just the gaming industry, but also movies, television and magazines. Firstly, Tomb Raiders dominant signifier, a female character named Lara Croft, is presented as small and almost weak looking (skinny, small muscles, short) this could signify, although she is the main character, she is still seen as the ‘damsel in distress’. Whereas, Metroid’s dominant signifier is a male bounty hunter who is presented with: impossibly large muscles, huge legs, arms and feet. Although this is a negative stereotype towards men, this highlights that women are naturally seen as weaker than males even though they are both committing to hard, strength consuming tasks. 

I believe very unhealthy stereotypes are placed into games that are targeted towards young people, these games somewhat justify the way men, women, other groups such as, black, Hispanic and Asian are stereotyped and generalized through video games “stereotypes were not limited to African Americans; Latinx characters have often been portrayed as gangbangers and drug dealers”. I believe these stereotypes of identity within the industry are so important as peoples lives are based around their identity and the way they portray themselves. David Gauntlet, a media studies professor talks about these subjects within identity in his book Media, Gender and Identity. Gauntlet states that identity is complicated and that peoples identity’s form and exist when around people similar to them… Unrealistic looking characters can also lead to mind sets which both make young people gain low self esteem and also unrealistic outlooks of themselves or others. “Video gaming is one of the most popular forms of media entertainment, with around 25% of European citizens playing at least once a week”- sciencedirect.com. 

On the other hand, I believe Tomb Raider’s use of Lara Croft is also a step forward to breaking gender stereotypes within the gaming community, in the sense that the game is reactionary as a female character is completing daring tasks set around those expected to be done by a male in an in the conventional patriarchal industry. Lara Croft is seen carrying a gun connoting that she is powerful and dangerous which then contradicts her body which suggests she is weak. I feel the portrayal of Croft’s character can be inclusive to females as it is giving them the chance to play games mainly directed towards males. Tomb Raiders Lara Croft was also one of the first compelling female video game characters in a game that transcended and became a huge pop culture icon. On the contrary, although Metroid is presented as what is conventionally considered male, once the armour is taken off we are revealed to a female character who also follows many of the physical features similar to Lara Croft, I believe this is very empowering towards women, however, this can also be negative as Metroid was only seen as strong and powerful when being presented as a male stereotype.

Therefore, I believe the gaming industry is toxic in the sense that it allows and justifies negative stereotypes of gender, body image and race. Both male and female characters are overly sexualised to fit into a certain category to suit the male gaze, feed voyeurism, but mainly degrade and objectify women.