ABSTRACT

This article examines how the issue of gender, particularly women’s (under)representation in the video game industry, is framed in US and Finnish media. Building on the notion of stigma surrounding feminism, the article examines discourse practices as acts of managing the image of feminism. The findings illustrate five stigma management strategies that offer the possibility of maintaining socially accepted ways of discussing gender inequality and portraying women in mainstream media. Using critical discourse analysis, the paper addresses how the use of these stigma management strategies connects with different contemporary feminisms. The strategies used and their ideological backgrounds vary between the two cultural contexts. This article contributes to the understanding of the ongoing discussions between postfeminism and neoliberal feminism in contemporary society and organizations by demonstrating how the expression of feminist ideas is managed in different cultural contexts.

摘要

本文探讨了性别问题，尤其是视频游戏行业中女性（不足）的代表性，是如何在美国和芬兰媒体中被框定的。基于围绕女权主义的污名化概念，本文将话语实践视为管理女权主义形象的行为。调查结果说明了五种污名管理策略，这些策略提供了维持社会接受的讨论性别不平等和在主流媒体中描绘女性的方式的可能性。通过批判性话语分析，本文探讨了这些污名管理策略的使用如何与不同的当代女权主义联系起来。使用的策略及其意识形态背景因两种文化背景而异。