The process by which feminine attributes or association with the female is linked to an object or concept that in reality has nothing to do with one’s gender. An example of this is outlined in Casual Threats: The Feminization of Casual Video Games, the study which describes the phenomenon by which ‘casual games’ are given a female, derogatory designation in relation to the larger field of games. As is the case with casual games, feminization often occurs in a larger, male-dominated structure as a means to marginalize the subject of the feminization, but also to place certain things in a strong, ‘masculine’ position to contrast.

In this case ‘Hardcore Games’ are made the masculine counterpart to the female ‘Casual Games’.

Vanderhoef, J. (2013) Casual Threats: The Feminization of Casual Video Games. Ada: A Journal of Gender, New Media, and Technology, No.2. doi:10.7264/N3V40S4D