Sexist Narratives in Video Games : Impact on Male Avatar Customization

This study examined how narrative framing affects video game avatar development and how sexist ideas and gender identity affect it. In this mixed-method study, 40 participants used The Sims 4 to create two avatars based on two narratives: John's subtly sexist narrative and Michael's neutral narrative. The Narrative Engagement Scale (NES) tested participants' engagement, and the Ambivalence Toward Men Inventory (AMI) measured sexist beliefs. Quantitative analysis showed that gender and AMI scores did not significantly affect avatars' masculine stereotypes. However, qualitative analysis showed distinct differences in avatar design based on the narratives. John's (sexist) avatars had traditional masculine attributes including strength, confidence, and dominance. Michael's avatars were more diverse. These showed friendliness, intellect, and a less stereotypically masculine look. These data show that narrative framing significantly affects avatar customization. It effects participants' design decisions even when explicit sexist beliefs are not present. The study emphasizes the need for game developers to create inclusive narratives that challenge gender stereotypes and advance virtual diversity.