1. Male gaze

the perspective of a notionally typical heterosexual man considered as embodied in the audience or intended audience for films and other visual media, characterized by a tendency to objectify or sexualize women.

1. Voyeurism

Voyeurism is defined as an interest in observing unsuspecting people while they undress, are naked, or engage in sexual activities. The interest is usually more in the act of watching, rather than in the person being watched.

1. Patriarchy

a system of society or government in which men hold the power and women are largely excluded from it.

1. Positive and negative stereotypes

For example, women are positively stereotyped as warm but negatively stereotyped as weak; Asian-Americans are positively stereotyped as competent but negatively stereotyped as cold; Black Americans are positively stereotyped as athletic but negatively stereotyped as unintelligent.

1. Counter-types

Countertype A representation that highlights the positive features of a person or group. 

1. Misrepresentation

the action or offence of giving a false or misleading account of the nature of something.

1. Selective representation

Selective Representation is only showing (representing) some events/conflicts.

1. Dominant ideology

The ideas, attitudes, values, beliefs, and culture of the ruling class in a society; usually also the function of these in validating the status quo. The nature and coherence of capitalist ideology is disputed

1. Hegemony

the global dominance and influence of powerful commercial mass media organizations and a transnational elite. 

1. Audience positioning

 constructed to place audiences in a particular position in relation to the product, the product is encoded with meanings and messages through its use of media language, the audience then decode these messages. Different audiences will decode the same products in a different way.

1. Constructed identity

socially and historically constructed concept. … The media uses representations—images, words, and characters or personae—to convey specific ideas and values related to culture and identity in society.

1. Negotiated identity

 processes through which people reach agreements regarding “who is who” in their relationships. Once these agreements are reached, people are expected to remain faithful to the identities they have agreed to assume.

1. Collective identity

 Communities formed from shared identity: age, gender, sexual orientation, ethnicity, cultural values, political ideas etc.  Not just representations by mainstream media but also self-construction by users of the media. Collective identity: the individual’s sense of belonging to a group.

The male gaze– Is an objectification of women. The ‘gaze’ is looked at as sexualising women and objectifying them and empowering men, not just in video games but in general media platforms. The game makers use women more as a sexual object used for appeal unlike male characters who are built to have a personality, talents and appropriate outfits. Women’s representation in games focuses more on their boobs and butt and outfit than their object which is to win the game.

Voyeurism– The practice of gaining sexual pleasure from watching others when they are naked or engaged in sexual activity.

Patriarchy– system of society or government in which the father or eldest male is head of the family and descent is reckoned through the male line.

Positive and negative stereotypes– When positive stereotypes are expressed or simply believed as true about a group and its members, positive stereotypes can be related to a number negative consequences for targets’ emotional and psychological states, their performance-based behaviours, and others’ judgments of them. When positive stereotypes are expressed or simply believed as true about a group and its members, positive stereotypes can be related to a number negative consequences for targets’ emotional and psychological states, their performance-based behaviours, and others’ judgments of them.

Counter-types– a positive stereotype and emphasizes the positive features about a person. An example of a countertype is that all religious people are kind.

Misrepresentation– A misrepresentation is a false statement of a material fact made by one party which affects the other party’s decision in agreeing to a contract. If the misrepresentation is discovered, the contract can be declared void and, depending on the situation, the adversely impacted party may seek damages.

Selective representation- selective representation is when some groups of people are represented more in government than others. In the extreme case, selective representation can mean that whole groups of people are made ineligible to vote; in the US women could not vote before 1920, for example.

Dominant ideology– The ideas, attitudes, values, beliefs, and culture of the ruling class in a society; usually also the function of these in validating the current issues/ status quo.

Constructed reality– Sociologists generally accept that reality is different for each individual. The term social construction of reality refers to the theory that the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences.

Hegemony– Sociologists generally accept that reality is different for each individual. The term social construction of reality refers to the theory that the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences.

Audience positioning– Audience positioning refers to the techniques used by the creator of a text to try to get the audience to understand the ideology of the text.

Fluidity of identity:

Constructed identity

Negotiated identity

Collective identity