You are soooo cuteee!!!! : A critical discourse analysis of gender ideologies among YouTube comments
Abstract: This essay examines YouTube comments to videos with male and female streaming players of the online game League of Legends. The research carries out a critical discourse analysis with the aim to find gender relevant language in order to analyze ideologies about gender stereotypes among viewers of streamers. The results showed that comments concerning players’ bodies and appearance were more common in comments on female than male players. There was also a higher expectation for female players to match sexual stereotypes close to the imagery of avatars than for male players to do so. Female players received more comments with sexual implications. Both male and female players received offers of sexual acts, but violent acts were only aimed against women. Written comments defending female players showed that there are ideological power struggles between viewers in this specific genre and that some viewers defend the female players’ place in the scene of streamed gaming.
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