A new advertisement from Razer is making the rounds on TikTok and proving, yet again, that old-fashioned sexism in gaming is alive and well. Though meant to help promote the tech company’s noise cancelling headphones, the ad instead reinforces the stereotype that women–who make up 48% of all gamers, by the way–simply can’t stop talking.
Accompanied by the caption “Don’t let yapping get in the way of your winning,” the ad (first noticed by PC Gamer) depicts a man and woman sitting on a couch together. The man, both holding a controller and wearing a headset, awkwardly shuffles as the woman emphatically speaks to him. After a few moments, he decides to activate the headset’s Active Noise Cancellation feature. The woman’s voice is drowned out, while the text on the video reads: “Active Noise Cancellation: On, Drama: Off.” As of October 23, the advertisement is still up on TikTok.
Considering Razer’s history of making cute accessories geared towards female audiences, the advertisement comes as a bit of a shock. Though the ad might not be intentionally sexist, it plays into long-standing gender roles and is extremely dismissive towards the large population of women who also play video games. Coincidentally, a recent study by the Entertainment Software Association found there is a “nearly equal gender split” among video game players.
It’s important for brands to be mindful of how they portray individuals in their advertisements. This situation highlights the ongoing conversation about representation in media. Hopefully, discussions like this will lead to more positive and inclusive portrayals in the future.
You’re absolutely right! Brands have a significant impact on societal norms, and it’s crucial for them to promote positive representations. It might also be interesting to see how consumer feedback influences future marketing strategies in the gaming industry.