Thesis Abstract

The game industry has been relying on the use of stereotypes in mass media production and marketing almost since its inception. Of its many types; racial and cultural stereotypes are amongst the ones to be noted.

It has been established that the use of stereotypes supports the marketing of games, and even more so the immersive experience of a player as they are able to rapidly relate to the characters. However, is has been also established that a negative stereotype would have a negative effect on a player’s self-worth. This effect extends onto their immersive experience as they become unable to relate to the game’s environment and playable characters.

With a growing integration between realistic graphics and interactive media, video games are becoming one of the most popular and influential of its forms. Game play, ethics and values have become topics to be addressed within the gaming experience. As the art direction of a concept design continues to determine a game look and experience, it also presents more than beautiful aesthetics. Creating stunning graphics has been lately subject to explicit scrutiny and evaluation as the player hopes to be presented with more. As aesthetics need to become useful, it also has to aim for universality.

Thus art direction within our modern day most influential story telling medium demands to be addressed with better awareness and regards from its creators.

This thesis illustrates a formal approach to the use of racial and cultural stereotypes in game art within a positive creative format.