Percepciones masculinas sobre el auspicio de marcas en transmisiones de mujeres streamers de videojuegos
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Authors
Serra Pallares, Carolina ZoeAdvisors
Yalán Dongo, Eduardo Enrique Issue Date
2024-01-11Keywords
GéneroEstereotipo de género
Streaming
Product placement
Percepción de marca
Gender
Gender stereotype
Product placement
Brand perception
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Male perceptions of brand sponsorship in live broadcasts of female video game streamersDOI
http://doi.org/10.19083/tesis/673524Abstract
Durante la pandemia, el consumo de plataformas de streaming de videojuegos aumentó en contraste con la programación televisiva clásica, lo que impulsó la inversión publicitaria en streamers, principalmente hombres. Sin embargo, la relación entre las streamers mujeres y el patrocinio de marcas comerciales ha sido poco estudiada. A pesar de que generan visitas y seguidores, principalmente masculinos, su relación con las marcas es compleja debido a la autopresentación de género en tiempo real y los sesgos de género en la audiencia masculina. En este artículo, se analizan las percepciones de hombres de 18 a 28 años en Lima Metropolitana sobre el auspicio de marcas en las transmisiones de mujeres streamers en Facebook Gaming. Se empleó un enfoque cualitativo y una guía de indagación semiestructurada para identificar formas de sexualización en las interacciones entre la marca y la audiencia masculina, quienes deslegitiman el conocimiento y habilidad de las streamers en los juegos.The consumption of video game streaming platforms increased during the pandemic, leading to an increase in brand advertising investment through streamers, mainly male. However, the relationship between female streamers and brand sponsorship has been poorly studied. Despite generating mainly male views and followers, their relationship with brands is complex due to gender self-presentation in real-time interaction with a predominantly male audience. This article analyzes the perceptions of men aged 18 to 28 in Lima Metropolitan area about brand sponsorship in women streamers' broadcasts through Facebook Gaming. Using a qualitative approach with a semi-structured inquiry guide, sexualization forms were identified in interactions between the brand sponsoring streamers and the male audience who discredited their knowledge and skills with the games.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessLanguage
spaDescription
info:eu-repo/semantics/embargoedAccessae974a485f413a2113503eed53cd6c53
http://doi.org/10.19083/tesis/673524
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