Welcome

Hey guys and welcome to my blog. Im sure there's loads of tech junkies out there, and this blog was made for them, to keep you in the techno loop.

Chatroll

My Blog List

iClickMate Publishers HomeBase

Labels

advertising (1) FA (1) football (1) Games (1) Internet (1) Mobile (2) TV (1)
Powered by Blogger.

Adsense

Wednesday 29 June 2011

FA trials digital football ad hoardings replacements

fa-going-feet-first-into-digital-advertisingThe 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.

0 comments: