More and more studies are portraying women as a perfect target for Brands. Many reasons can be appointed towards this – more independence, a background on fighting against sexual discrimination, the ability to prove themselves again and again in the work place, etc… The reasons are endless and one thing we can be sure – women not only are shaping modern society as they are becoming one of the biggest and most attractive buyers a marketer must consider when developing the Brand’s positioning.
Truth be told, there are various websites addressing this fact. I could go on forever on an article that would turn into a small thesis describing all areas of society where women are creating a movement, a change in mentalities and on the symbolical universe we all share as common knowledge. But I’ll spare you the unbelievably long essay and focus on one point at a time. For starters, let’s start with a less common ground: videogames.

Why videogames? Because it’s always been a male dominant environment. And I’m not talking production-wise but story and character development-wise. Videogames started having the classical fairytale structure when addressing the roles of gender in society – the man assumes a protective brute force that saves the defenseless maiden from the evil monster. And the maiden would thank him ever so much with a kiss. While this might sound common to you, this is blatant discrimination of the genders – not because of one isolated case but because of the constant it has become. To prove it, just think to yourself – did you ever think twice about those fairytales you’ve always listened to and think about the actual symbolism inherent to it? Did you go “beyond good and evil” and actually question the innocence of a tale that is based on the conception of roles and duties in a society that was still light years away from the woman’s suffrage movement? OK, I sound like a feminist talking, but I actually believe that both genders have their strengths, and while the men’s strength has been shown through time, women’s has only recently started to actually shine. And guess what – videogames actually helped in that matter! Continue reading ‘Still think I’m defenseless?’