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 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.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a https://creativecommons.org/licenses/by-nc-nd/4.0/
that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal, for non-commercial purpose, no derivatives are permitted. (Please not that this license has been used since 1.10.2018 and will be used in the future. Articles published between 1.1.2017-and 30.9.2018 are licensed under CC BY license: https://creativecommons.org/licenses/by/3.0/) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).