The image above is one of King’s standard marketing
visuals which represent their globally successful game, Candy Crush Saga. It is
also the basic format for the first screen that loads each and every time the
game is played. In this visual, we are shown the two main characters, “Tiffi”
and “Mr. Toffee” respectively. And while this image certainly appears to be lighthearted
and cartoonish in nature, there were nonetheless creative and artistic
decisions made which ultimately promote an ideology of masculine dominance and
feminine subordination.

To begin with, the physical scale of the characters
is clearly unequal. Mr. Toffee is approximately 2-3x larger than Tiffi. Indeed
the portrait layout of the image is required to accommodate the exceptionally
tall Mr. Toffee, which positions him with the power to dictate the spatiality
of their representation. Further, with the male character so much larger than
the female character, the imbalance that suggests that Mr. Toffee not only occupies
a space that is literally in a higher position than she is, it also
communicates that he is, thus, more powerful as the “world” is dependent on his
needs/desires, rather than hers. This physical height differential
automatically subordinates Tiffi and speaks to a height/strength advantage over
the female character.

The main colors that are utilized in this image also reflect a
masculine ideology. The prevailing color is blue. The entire sky, background,
castle, are all blue, which has (in our culture) become synonymous with
masculinity. It is no surprise, then, that this blue world is reflected in Mr.
Toffee’s suit. Conversely, the color pink – long associated with femininity –
is given the least presence in the image, which is also the color of Tiffi’s dress. With his commanding presence, as well as his "belonging" in the world, these color choices can speak to the inclusion/exclusionary ideologies of masculine hegemony. Interestingly, Tiffi's eyes – rather than being white – are also shaded by blue, which suggests that it is indeed Mr. Toffee's world, connotating that she lacks her own agency and what she does see is entirely dependent upon what he wants her to see.

What’s more, the player of CCS is unable to change their “character.” You must assume the role of a small, female child when playing the game, regardless if the user is a male or female.
When playing the game, whether male or female, the user is required to assume the
feminine identity of little Tiffi, and therefore, must then also submit to the
authority of Mr. Toffee who - throughout the game - tells Tiffi where to go and what she must do. In this way, the default or "automatic" settings position the user (remember King's target market is females players) in a subordinate role with no room for subversion or resistance. Perhaps the only sort of subversion is for the user to purchase a cheat guide, but that only allows the user the tools with which to complete the tasks easier, and in no way allows for any gender choices or restructuring. What’s more, while Tiffi has a wide-open, innocent and
eager gaze, Mr. Toffee’s expression, on the other hand, is in comparison, more
jaded and only slightly amused, which again suggests that he is in a position
of authority and his regard of the little girl is one of scrutiny and discipline.

Lastly, I also find it interesting that Mr. Toffee wears a monocle and has a slightly lifted brow, which again connotates close examination or surveillance, as if to suggest that Tiffi is always under the gaze of the masculine figure throughout the game (his expression never changes). No matter how successful Tiffi is in completing levels, Mr. Toffee is ever watchful and never participates in her happy victories.This shadow of the patriarchal brow encourages the maintenance of the expected role and position of the feminine and privileges the masculine as the dominant presence.