Abstract
Over the past decades, digital games have continued to extend their audience as they moved into the cultural mainstream. Despite this fact, however, only a portion of those who play games consider themselves a gamer. Drawing on insights from social identity theory, this study explores the factors that contribute to why people attribute a gamer identity to self or others. It does so by considering 2 sites of identity construction: the social context of players and the broader cultural milieu. Results suggest that a gamer identity is first and foremost associated with stereotypical behaviors that find their origin in a consumption logic. Friendship networks, however, provide an important environment in which a gamer identity can be performed.
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