When virtual spaces meet the limitations of traditional sport: Gender stereotyping in NBA2K

• Published in: Computers in human behavior 2021-09, Vol.122, p.106844, Article 106844
• Main Authors: Darvin, Lindsey, Mumcu, Ceyda, Pegoraro, Ann
• Format: Article
• Language: English
• Subjects: Avatars; Computer & video games; Diversity; Equity; Framing; Hegemonic masculinity; Qualitative analysis; Representations; Video games
• ISSN: 0747-5632; 1873-7692
• DOI: 10.1016/j.chb.2021.106844

Video games have continued to increase in popularity. While the growth has been substantial, representation and acceptance of women throughout gaming environments, including those with traditional sport influences such as NBA2K, a basketball simulation game, have been lacking. Recently however, the NBA2K franchise added Women's National Basketball Association (WNBA) player avatars to the NBA2K20 game. While this recent inclusion of WNBA avatars may be a great step in improving upon the concerning state of inclusion and representation of women throughout gaming, the reactions to and receptions of this change have not been fully explored. As a result, the current investigation, led by the tenets of hegemonic masculinity and bottom-up framing, sought to examine the perceptions of NBA2K fans, enthusiasts, and participants in regards to this change made by the NBA2K franchise in an effort to more fully understand the culture of gaming in relation to the treatment of women/girls. This objective was accomplished via an analysis of comments made through the social media application Instagram on the NBA2K20 WNBA inclusion announcement post. The Instagram comments were coded and analyzed through the use of the qualitative software Leximancer, which conducts thematic and semantic analysis on written words as well as visual text. Results revealed perceptions of the WNBA avatars embroiled with displays of hegemonic masculinity, demonstrating that the negative sentiments and framing women face within traditional sport settings are weaved within the virtual sport game simulations as well. •Gaming and traditional sport both maintain cultures of exclusion for women and girls.•Sport simulation games (NBA2K) are a unique combination of these two male dominated industry segments.•The NBA2K title recently included women team and athlete avatars in an effort increase diversity and representation.•Perceptions as well as the reactions towards the addition of women athletes and teams to NBA2K are not fully understood.•Negative sentiments faced by women within traditional sport settings are weaved within sport game simulations as well.