| Summary: | 碩士 === 國立成功大學 === 創意產業設計研究所 === 107 === Chinese society is experiencing an unprecedented wave of diverse gender expressions. And thanks to the blossom of smartphone users and improved mobile infrastructure and hardware, video game especially mobile game has become a significant part of Chinese cultural life. Considering the separation of game world from the identity in reality, video games are also becoming important virtual space for diverse gender expressions. It is surprising to find that the proportion of female players of Arena of Valor is as high as 54%, although according to previous researches about gender difference in game, male players are more willing to play competitive games like MOBA game than female players. At the same time, Love and Producer, a game in which players can date four handsome men acting as a TV producer, which is widely regarded as a game for young girls, also attract a few male players. The new Chinese generation with diverse gender expressions seem re-shape their gender and identity in video games.
This research conducted two studies to explore how the new Chinese generation with diverse gender expressions shape their gender identity in video games. Study 1 is to explore the gender preference of avatars in games with different competitiveness levels among players with various gender expression, taking sex and gender expression as user prerequisites, game competitiveness as a media prerequisite, to probe into avatar gender shaping of different game players. Study 2 is to investigate how will the gender identity cognition and perceived competence change when acting as avatars with different gender expressions in games with different competitiveness levels, taking sex and gender expression as independent variables, avatar gender and game competitiveness as moderators, to investigate the corresponding perceived gender expression change (which is defined as gender expression discrepancy), avatar identification and perceived competence.
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