SLIDE 1
The Japanese and US Game Markets are different in several ways, and today I want to focus on 2 in particular; sex and nudity.
Although the US is seen widely as a sexualised society, some Eastern game campaigns have been specifically rejected by the US for their graphic nature.
Some people believe that these double standards lie in the foundation of their society; Christian Law. This moral basis contrasts greatly with Japanese culture in that nudity is less affecting to them as a country.
A common practice in Japan is for families to bathe together in the nude in outdoor baths. Bathing with friends in this way is popular too and so nudity is more of a way of life in Japan - thus it is less of a taboo than it is in the West.
SLIDE 2
A game released recently which takes this culture clash into its marketing plan is Soul Calibur V.
The character Ivy has her cleavage showcased in the ad-campaign in Japan to catch peoples eyes - yet in creating such graphics it has sparked a debate in the US over the suitability of the advert for the game (even though it is nowhere to be seen in Western stores)
A feature to Soul Calibur V is also how some of the female characters are replaced by their daughters in the game so to keep its women fresh and youthful. The comment here refers to the Iconic character Ivy (whose cleavage you were treated to earlier) has clearly aged - the tell tale grey hair - yet her body remains as youthful as always thus fueling the hysteria over the game's character design. Critics tend to disagree on this topic however; does the game need to justify its gratuitous nudity, or is this simply a cliche feature of fighting games which is being upheld?
SLIDE 3
Lara Croft is one of the most well known female game characters in the Western World. She has been simultaneously regarded as a feminist icon, and a male sex object for many years.
When Lara first debuted in 1996 she broke the mold of a male-dominated gaming market, being spouted as the next wave of independence in the 'girl power' movement of the time. Originally however an INdiana Jones type character was created for the role, but it was decided that it was too similar to risk the copyright infringement - and so was redesigned as a woman.
Lara has experienced over a decade of debate over her appearance - primarily her chosen attire and female 'dimensions'. Over time as her polygons have become more complex, her physique has evolved and her chest size has repeatedly been brought into the spotlight as to the nature of why it is so seemingly 'out of proportion and purpose'.
SLIDE 4
Crystal Dynamics had this to say about the latest incarnation of Lara Croft; "The iconic elements remain intact, btu this is a younger and far less invulnerable heroine, suggesting the character's more super-powered qualities will be taking a back seat." They have as a studio recognised that if they don't reinvent Lara's image she could quickly go from being a nostalgic heartthrob to a outdated cliche rapidly.
SLIDE 5
Another female character's assets which have been brought into question are that of Elizabeth from Bioshock Infinite - A game which is not even yet released and already it has sparked wide controversy over the female heroine's character design.
SLIDE 6
The question of whether a male audience is considered in the design of such characters is still relevant today. The feminist concept of 'The Male Gaze' is not a contemporary one, and is explored by John Berger in his visual essay from 'Ways of Seeing' as summarised here.
Even though some companies are seriously considering the appearance of the female characters they feature, the trend of 'Stick with what you know' seem to sadly still ring true.
The Japanese and US Game Markets are different in several ways, and today I want to focus on 2 in particular; sex and nudity.
Although the US is seen widely as a sexualised society, some Eastern game campaigns have been specifically rejected by the US for their graphic nature.
Some people believe that these double standards lie in the foundation of their society; Christian Law. This moral basis contrasts greatly with Japanese culture in that nudity is less affecting to them as a country.
A common practice in Japan is for families to bathe together in the nude in outdoor baths. Bathing with friends in this way is popular too and so nudity is more of a way of life in Japan - thus it is less of a taboo than it is in the West.
SLIDE 2
A game released recently which takes this culture clash into its marketing plan is Soul Calibur V.
The character Ivy has her cleavage showcased in the ad-campaign in Japan to catch peoples eyes - yet in creating such graphics it has sparked a debate in the US over the suitability of the advert for the game (even though it is nowhere to be seen in Western stores)
A feature to Soul Calibur V is also how some of the female characters are replaced by their daughters in the game so to keep its women fresh and youthful. The comment here refers to the Iconic character Ivy (whose cleavage you were treated to earlier) has clearly aged - the tell tale grey hair - yet her body remains as youthful as always thus fueling the hysteria over the game's character design. Critics tend to disagree on this topic however; does the game need to justify its gratuitous nudity, or is this simply a cliche feature of fighting games which is being upheld?
SLIDE 3
Lara Croft is one of the most well known female game characters in the Western World. She has been simultaneously regarded as a feminist icon, and a male sex object for many years.
When Lara first debuted in 1996 she broke the mold of a male-dominated gaming market, being spouted as the next wave of independence in the 'girl power' movement of the time. Originally however an INdiana Jones type character was created for the role, but it was decided that it was too similar to risk the copyright infringement - and so was redesigned as a woman.
Lara has experienced over a decade of debate over her appearance - primarily her chosen attire and female 'dimensions'. Over time as her polygons have become more complex, her physique has evolved and her chest size has repeatedly been brought into the spotlight as to the nature of why it is so seemingly 'out of proportion and purpose'.
SLIDE 4
Crystal Dynamics had this to say about the latest incarnation of Lara Croft; "The iconic elements remain intact, btu this is a younger and far less invulnerable heroine, suggesting the character's more super-powered qualities will be taking a back seat." They have as a studio recognised that if they don't reinvent Lara's image she could quickly go from being a nostalgic heartthrob to a outdated cliche rapidly.
SLIDE 5
Another female character's assets which have been brought into question are that of Elizabeth from Bioshock Infinite - A game which is not even yet released and already it has sparked wide controversy over the female heroine's character design.
SLIDE 6
The question of whether a male audience is considered in the design of such characters is still relevant today. The feminist concept of 'The Male Gaze' is not a contemporary one, and is explored by John Berger in his visual essay from 'Ways of Seeing' as summarised here.
Even though some companies are seriously considering the appearance of the female characters they feature, the trend of 'Stick with what you know' seem to sadly still ring true.
