Evidence of Ambivalent Sexism in Female Video Game Character Designs

This report shares the results of a systematic, quantitative analysis of themes resonant with ambivalent sexism in playable female video game characters. Applying principles of ambivalent sexism's underlying concepts of paternalism, compulsory heterosexuality, and gender differentiation, we developed a coding scheme for assessing themes in character personalities, stories, and other aspects of their characterizations. We sampled games developed in Japan and the United States released between 1983 and 2017 (N = 398) and derived data from primary texts (i.e. video game content) and paratexts (i.e. character wiki entries). Our results provide evidence of sexist portrayals for playable characters. Evidence of sexist portrayals emerged with meaningful associations observed among theoretically relevant concepts (i.e. capability, sexualization, development location). We discuss our findings with respect to ambivalent sexism theory and the sociocultural contexts of video game development in Japan and the United States.