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Hit The Bitch: An Advergame Creates Controversy

 

Posted on November 30, 2009
Julien

 

A little while ago an advergame against domestic violence called "Hit The Bitch" from Denmark created a huge controversy on the Web. The concept of the game: the Internet user virtually hits a woman and based on his "performance" he is told whether he is a "pussy" or a "gangsta". Obviously against certain aspects of rap culture (thankfully not all of them), this game denounces the "gangster" trend that turns women into objects of violence.

Once you reach the 100% gangsta on the gauge, the verdict is in; you are 100% gangsta, but really you are a 100% idiot.

The site caused a powerful buzz with controversial discussions about the relevance or rather counter-relevance of the game and generated so much traffic that access has been restricted to users from Denmark. The following message is posted for non-Danes who try to access the site:

We are curious to know what you think of the campaign? Is provocation a good way to bring our attention to an important social problem, or does this campaign fail at that and instead allow users to virtually engage in violence against women? Let us know your opinion in the comments!


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Sources
- publigeekaire.com
- MRY
- hitthebitch.dk
- The original post on culture-buzz.fr
- Translated by H. Turner

Image sources
- publigeekaire.com



 

Comments

1. Wednesday 2 December 2009 attime 10:11, by Marcus Francis :: htc Hero

I think this campaign is counter productive. This organisation fighting against domestic violence tried to reach the crowd and created this game in order to do so. But the ad doesn’t have to do anything with the goals the organisation stands for. They got their attention but probably did not come any closer in reaching their goal of reducing domestic violence.

2. Wednesday 2 December 2009 attime 21:11, by Alec :: http://alec3000.wordpress.com/

I visited this site a few weeks ago. You know this isn’t real and you don’t feel too badly about it. I would say it was like playing "Grant Theft Auto". However, I tried getting the "Gangsta" message and then saw the last screen where showing the girl is badly beaten and then I began to feel badly about it even though it wasn’t real. Whether if they succeeded or not, it’s open to discussion but it certainly makes you think about your action. I think this campaign is counterproductive as well!

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