My Blog List
-
Smooth Sailing13 years ago
-
Wednesday, 29 June 2011
FA trials digital football ad hoardings replacements
12:09 | 
Posted by
hhonneysett |
The FA is looking into using digital technology to manipulate pitch side ad hoardings at high profile football matches.
The new technology allows adverts to be digitally inserted into a live broadcast of a football match, so that the static advertising can be changed depending on what country you are viewing the match from.
Digital inserts
People look more and more to
relieve stress and get recreational satisfaction from console/computer games, 59%
of Americans play video games (Entertainment Software
Association, 2014) .
This new trend has led to the rapid expansion of the gaming community and with this
came major social flaws. The gaming community is seen to have “hyper-masculine”
(Parrott & Zeichner, 2008), characteristics with women being the main
victim of negative stereotypes such as the appearance of female protagonists (Kirkland,
2009) and women being the receivers of abuse. In the following paragraphs I
shall be arguing that sexism is widespread throughout this form of social
community (Jenkins & Cassell, 2008; King, Miles, & Kniska, 1991).
Too many video games
perpetuate a culture of sexism and misogyny (Jenkins & Cassell, 2008; King,
Miles, & Kniska, 1991). Many game critics argue that video games are rife
with sexism and the age old trope of ‘the damsel in distress’. Women, being the
minority in the community, often find themselves being the victims of hostile
experiences often to do about gender roles (Eklund, 2011; Kerr, 2003) and many
feel safer in not revealing their genders to the community at all (Dill, Brown,
& Collins, 2008; Hussain & Griffiths, 2008). The fact that women feel
threatened is a case for concern and a supporting factor for the argument being
made.
However, “People of all ages
play video games. There is no longer a ‘stereotype game player,’ but instead a
game player could be your grandparent, your boss, or even your professor.” (Allaire, 2013) . Statistics show
that 52% and 48% percent of gamers are men and women respectively (Entertainment Software Association, 2014) . Taking this into
consideration it is hard to comprehend how sexism would be present in such a well-represented
community gender wise.
Although there exists a
large new demographic of female gamers, the above mentioned study includes anybody
who plays, however often. IT even includes smartphone based games such as
‘Candy Crush’. “There is a clear distinction between these casual gamers and
hard–core gamers for which game complexity and competition is a big factor” (American Enterprise
Institute, 2014). In the hard-core gaming community
men are said to outnumber women in a scale of 7:1 (American Enterprise Institute, 2014),
it is evident that there is a huge gender gap and adult women are clearly not
the key demographic.
From the evidence given
above it is clear that gaming is becoming an ever increasing past time amongst
people of all ages, however the distinct difference in gaming perspectives,
casual versus hard-core, is something to be noted. Men are the predominant
gender when it comes to hard-core gaming. The players of such games make up the
predominant online community and community that most games are designed to
please. Sexism is evidently present in said community due to game design. This
cannot be said about all games, about the treatment of the minority gender,
degrading them and preventing the feeling of safety and taking away something
that everyone deserves, belonging.
If the trials are a success then it could mean more revenue for TV companies and a kick in the teeth for those who use the billboards to advertise their wares – given that another advert could be digitally inserted over their existing one in certain countries.
The idea of inserting adverts digitally into programmes is not new but it hasn't yet been used for football.
Sky did use digital inserts in its TV show A Different Breed. Advertising for a well-known dog food brand was inserted into the programme digitally in the post-production process.
Labels:
Subscribe to:
Post Comments (Atom)
0 comments:
Post a Comment