This project examines how online gaming advertisements from Armenia, Kazakhstan, and China depict men and women, exploring the messages they send about gender roles and whether they promote equality or reinforce stereotypes. It investigates whether women are portrayed as active gamers or relegated to background roles, and whether gaming is presented as a space for everyone or predominantly for men. Using a Feminist Multimodal Analysis—combining visual, auditory, and narrative approaches—the study considers how these ads reflect or challenge local traditions and gender norms. It also looks for cultural symbols influencing the messaging and asks whether common principles of inclusivity, fairness, and cultural sensitivity can be applied across different national contexts.
The analysis reveals a consistent pattern in the three countries: women are often sexualized and presented as ornamental figures, reflecting patriarchal norms embedded in broader society. These portrayals not only marginalize women in gaming culture but also perpetuate exclusionary narratives. Drawing on these findings, the project developed a Checklist of Recommendations for Ethical and Inclusive Online Gaming Advertisements, designed to help advertisers avoid harmful stereotypes and align their work with global frameworks such as Beijing +30. This checklist aims to promote more equitable, respectful, and culturally sensitive representations in gaming media worldwide.
