The Hyperreal Gambler: On the Visual Construction of Men in Online Poker Ads
Online poker, like gambling in general, is predominantly a male activity. Thus, poker ads most often depict men as their protagonists. According to Jean Baudrillard, advertising can be seen as a ‘plebiscite whereby mass consumer society wages a perpetual campaign of self- endorsement.’ Ads often use...
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| Format: | Article |
| Language: | English |
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Extreme Anthropology Research Network
2017-11-01
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| Series: | Journal of Extreme Anthropology |
| Subjects: | |
| Online Access: | https://journals.uio.no/JEA/article/view/5441 |
| _version_ | 1818264312604524544 |
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| author | Jukka Jouhki |
| author_facet | Jukka Jouhki |
| author_sort | Jukka Jouhki |
| collection | DOAJ |
| description | Online poker, like gambling in general, is predominantly a male activity. Thus, poker ads most often depict men as their protagonists. According to Jean Baudrillard, advertising can be seen as a ‘plebiscite whereby mass consumer society wages a perpetual campaign of self- endorsement.’ Ads often use stereotypical imagery for establishing a shared experience of identification with the consumer, and since their role is to sell rather than to portray the realities of life, they often have an exaggerated and monolithic – or, hyperreal – way of representing gender. This article offers an analysis of the ways in which men are portrayed in the ads of Poker Magazine Finland in the volume of 2009 (all six issues), at the peak of the so-called online poker boom.Theoretically, the article draws on postmodern theorists such as Jean Baudrillard and particularly on his concept of hyperreality (exaggerated and media-saturated reality) to analyze the way males are portrayed in the ads in question. |
| first_indexed | 2024-12-12T19:32:55Z |
| format | Article |
| id | doaj.art-7e5975a8f72646c4b8a981186b1284bd |
| institution | Directory Open Access Journal |
| issn | 2535-3241 |
| language | English |
| last_indexed | 2024-12-12T19:32:55Z |
| publishDate | 2017-11-01 |
| publisher | Extreme Anthropology Research Network |
| record_format | Article |
| series | Journal of Extreme Anthropology |
| spelling | doaj.art-7e5975a8f72646c4b8a981186b1284bd2022-12-22T00:14:22ZengExtreme Anthropology Research NetworkJournal of Extreme Anthropology2535-32412017-11-011310.5617/jea.5441The Hyperreal Gambler: On the Visual Construction of Men in Online Poker AdsJukka Jouhki0University of JyväskyläOnline poker, like gambling in general, is predominantly a male activity. Thus, poker ads most often depict men as their protagonists. According to Jean Baudrillard, advertising can be seen as a ‘plebiscite whereby mass consumer society wages a perpetual campaign of self- endorsement.’ Ads often use stereotypical imagery for establishing a shared experience of identification with the consumer, and since their role is to sell rather than to portray the realities of life, they often have an exaggerated and monolithic – or, hyperreal – way of representing gender. This article offers an analysis of the ways in which men are portrayed in the ads of Poker Magazine Finland in the volume of 2009 (all six issues), at the peak of the so-called online poker boom.Theoretically, the article draws on postmodern theorists such as Jean Baudrillard and particularly on his concept of hyperreality (exaggerated and media-saturated reality) to analyze the way males are portrayed in the ads in question.https://journals.uio.no/JEA/article/view/5441hyperrealitymediaadvertisingpokeronline pokerJean Baudrillard |
| spellingShingle | Jukka Jouhki The Hyperreal Gambler: On the Visual Construction of Men in Online Poker Ads Journal of Extreme Anthropology hyperreality media advertising poker online poker Jean Baudrillard |
| title | The Hyperreal Gambler: On the Visual Construction of Men in Online Poker Ads |
| title_full | The Hyperreal Gambler: On the Visual Construction of Men in Online Poker Ads |
| title_fullStr | The Hyperreal Gambler: On the Visual Construction of Men in Online Poker Ads |
| title_full_unstemmed | The Hyperreal Gambler: On the Visual Construction of Men in Online Poker Ads |
| title_short | The Hyperreal Gambler: On the Visual Construction of Men in Online Poker Ads |
| title_sort | hyperreal gambler on the visual construction of men in online poker ads |
| topic | hyperreality media advertising poker online poker Jean Baudrillard |
| url | https://journals.uio.no/JEA/article/view/5441 |
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