<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0797-3691</journal-id>
<journal-title><![CDATA[Dixit]]></journal-title>
<abbrev-journal-title><![CDATA[Dixit]]></abbrev-journal-title>
<issn>0797-3691</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica del Uruguay.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0797-36912023000200081</article-id>
<article-id pub-id-type="doi">10.22235/d.v37i2.3350</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Percepciones masculinas sobre el auspicio de marcas en transmisiones de mujeres streamers de videojuegos]]></article-title>
<article-title xml:lang="en"><![CDATA[Male perceptions of brand sponsorship in video game live streams by female streamers]]></article-title>
<article-title xml:lang="pt"><![CDATA[Percepções masculinas sobre o patrocínio de marcas em transmissões de streamers de videogame feminino]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Serra Pallarés]]></surname>
<given-names><![CDATA[Carolina Zoe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Yalan Dongo]]></surname>
<given-names><![CDATA[Eduardo Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Peruana de Ciencias Aplicadas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Peruana de Ciencias Aplicadas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>37</volume>
<numero>2</numero>
<fpage>81</fpage>
<lpage>94</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_arttext&amp;pid=S0797-36912023000200081&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_abstract&amp;pid=S0797-36912023000200081&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_pdf&amp;pid=S0797-36912023000200081&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Durante la pandemia, el consumo de plataformas de streaming de videojuegos aumentó en contraste con la programación televisiva clásica, lo que impulsó la inversión publicitaria en streamers, principalmente hombres. Sin embargo, la relación entre las streamers mujeres y el patrocinio de marcas comerciales ha sido poco estudiada. A pesar de que generan visitas y seguidores, principalmente masculinos, su relación con las marcas es compleja debido a la autopresentación de género en tiempo real y los sesgos de género en la audiencia masculina. En este artículo, se analizan las percepciones de hombres de 18 a 28 años en Lima Metropolitana sobre el auspicio de marcas en las transmisiones de mujeres streamers en Facebook Gaming. Se empleó un enfoque cualitativo y una guía de indagación semiestructurada para identificar formas de sexualización en las interacciones entre la marca y la audiencia masculina, quienes deslegitiman el conocimiento y habilidad de las streamers en los juegos]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: During the pandemic, the consumption of video game streaming platforms increased in contrast to traditional television programming, leading to an upsurge in advertising investment directed towards streamers, primarily male ones. However, the relationship between female streamers and brand sponsorship has been relatively underexplored. Despite generating views and followers, primarily from a male audience, their association with brands is intricate due to real-time gender self-presentation and gender biases within the male viewership. In this article, we delve into the perceptions of men aged 18 to 28 in Lima Metropolitana regarding brand sponsorship in the live streams of female streamers on Facebook Gaming. We adopted a qualitative approach and employed a semi-structured inquiry guide to identify instances of sexualization in the interactions between the brand and the male audience, who undermine the knowledge and skills of the streamers in the games]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: Durante a pandemia, o consumo de plataformas de streaming de videogames aumentou em comparação à programação clássica da televisão, o que impulsionou o investimento publicitário em streamers, principalmente homens. No entanto, a relação entre streamers mulheres e o patrocínio de marcas comerciais foi pouco estudada. Embora gerem visitas e seguidores, principalmente masculinos, sua relação com as marcas é complexa devido às formas de auto apresentação de gênero em tempo real e os vieses de gênero na audiência masculina. Este artigo analisa as percepções de homens de 18 a 28 anos em Lima Metropolitana sobre o patrocínio de marcas nas transmissões de streamers mulheres por meio do Facebook Gaming. Com uma abordagem qualitativa, foi utilizada um roteiro de pesquisa semi-estruturado para identificar formas de sexualização nas interações entre a marca e a audiência masculina, que deslegitimam o conhecimento e habilidade das streamers nos jogos]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[género]]></kwd>
<kwd lng="es"><![CDATA[estereotipo de género]]></kwd>
<kwd lng="es"><![CDATA[streaming]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[product placement]]></kwd>
<kwd lng="es"><![CDATA[percepción de marca]]></kwd>
<kwd lng="en"><![CDATA[gender]]></kwd>
<kwd lng="en"><![CDATA[gender stereotype]]></kwd>
<kwd lng="en"><![CDATA[streaming]]></kwd>
<kwd lng="en"><![CDATA[Facebook]]></kwd>
<kwd lng="en"><![CDATA[product placement]]></kwd>
<kwd lng="en"><![CDATA[brand perception]]></kwd>
<kwd lng="pt"><![CDATA[gênero]]></kwd>
<kwd lng="pt"><![CDATA[estereótipo de gênero]]></kwd>
<kwd lng="pt"><![CDATA[streaming]]></kwd>
<kwd lng="pt"><![CDATA[Facebook]]></kwd>
<kwd lng="pt"><![CDATA[product placement]]></kwd>
<kwd lng="pt"><![CDATA[percepção da marca]]></kwd>
</kwd-group>
</article-meta>
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