Playing Versus Watching a Sexualized Female Avatar Under Varied Cognitive Load

• In Event: Online Communities and Media Technologies

Abstract

Research suggests deleterious outcomes of sexualized female avatars affect both men and women. Additionally, there is reason to think that that playing a video game with a sexualized female avatar may affect the player differently than simply watching the videogame with the same character. Specifically, interactive performance may increase the likelihood that the content will affect the player. Finally, exposure to sexualized female avatars under conditions of cognitive load may influence the extent to which players are affected by the portrayal. The current study examined how all three variables (sexualization, interactivity, and cognitive load) affect attitudes toward women. A total of 300 undergraduate students participated in a 2 (manipulated cognitive capacity: load, no load) X 2 (characters: sexualized, non-sexualized) X 2 (interactivity: watch, play) between subjects experiment. Measures of hostile and benevolent sexism, rape myth acceptance, and self-objectification were the dependent variables.

Authors

• Glenna Lee Read, Indiana University

• Teresa Lynch, Indiana University

• Nicholas L Matthews, University of Connecticut