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Contrasting masculinities in Azeroth : the construction of hegemonic masculinity in World of Warcraft

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dc.contributor.advisor MacNevin, Audrey, 1955-
dc.creator Capstick, Malcolm F.
dc.date.accessioned 2015-04-29T15:16:48Z
dc.date.available 2015-04-29T15:16:48Z
dc.date.issued 2015
dc.identifier.uri http://library2.smu.ca/xmlui/handle/01/26084
dc.description 1 online resource (50 p.) : ill. (some col.)
dc.description Includes abstract.
dc.description Includes bibliographical references (p. 45-48).
dc.description.abstract Using R.W. Connell’s theoretical framework of hegemonic masculinity, a critical discourse analysis is completed on the avatar creation screen in World of Warcraft (WoW), a popular, online video game. As WoW is foremost a commodity, analysis is contrasted with design and marketing strategies that are provided by a lecture given at the Massachusetts Institute of Technology (MIT) campus, on May 7th, 2014 by Rob Pardo, chief creative designer of WoW. Results show that hegemonic masculinity is most prevalent among the images of WoW, and given the commercial success of it as a commodity, this discourse is widely disseminated within context of globalized consumption. WoW as the articulation of a dominant, Western gendered ideology extended to global markets therefore successfully disseminates hegemonic masculinity through the commodification of pleasure. en_CA
dc.language.iso en en_CA
dc.publisher Halifax, N.S. : Saint Mary's University
dc.title Contrasting masculinities in Azeroth : the construction of hegemonic masculinity in World of Warcraft en_CA
dc.type Text en_CA
thesis.degree.name Bachelor of Arts (Honours Sociology)
thesis.degree.level Undergraduate
thesis.degree.discipline Sociology and Criminology
thesis.degree.grantor Saint Mary's University (Halifax, N.S.)


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