Jack Fisher's Official Publishing Blog

After I graduated college, I got my first full-time job at a software company providing technical support. Out of respect for my former employer, I won’t name the company or the type of software it made. I’ll just say that, like all software, it sometimes malfunctioned and users got really upset.

For the most part, those seeking support were polite and reasonable. I enjoyed helping them. It made the job feel rewarding, despite the erratic hours and mediocre pay. However, there were certain customers who, for whatever reason, just weren’t satisfied complaining about the product. They basically went out of their way vent all their problems on whoever was unlucky enough to get their call.

At my office, we called these people “rubber wall users” because they weren’t just an impenetrable wall of whining. Any time you tried to throw something at them to fix their issue, it just bounced right back at you. While we tried to be professional, there was an unwritten rule that even my supervisor understood. You say whatever you have to say to get that person off the phone and on with their miserable lives.

I’m sharing that story because it’s a fitting metaphor for a phenomenon we’re seeing more and more of these days. I see it in movies, TV shows, video games, and even novels, which especially concerns me. It involves pressuring artists, producers, and developers to be more inclusive and diverse with their media. Then, when it finally happens, that’s labeled “progress.”

With respect to the sincerity of those efforts, as well as the memories of some of the angry customers I dealt with, I disagree.

I’ve talked about progress on this blog before, mostly within the context of just how much the human race has made over the past century. You won’t find many people who celebrate that progress as much as I do. By nearly every measure, we’re far more prosperous, tolerant, and well-behaved than we’ve ever been.

That said, there are certain kinds of progress that shouldn’t count as progress. They’re only progress in the same way that getting an unruly customer off the phone with some moniker of professionalism counted as progress at my old job. It’s not motivated by a sincere acceptance of diverse opinions. It’s just a way to stop the whining.

For the past couple years, I’ve found myself wondering just how much of this false progress is being mislabeled. I’ve been seeing it in multiple mediums. Comic books, a medium for which I regularly express my love on this blog, is just one of them.

While I’ve avoided talking about such controversies, I have noticed the same trend that others have vocally criticized in other mediums. Major publishers, including Marvel, have been pushing for more diversity in their books, but their efforts haven’t always been well-received and the resulting “progress” isn’t necessarily cause for celebration.

Beyond the diversity push, Marvel even made an effort to de-sexualize their characters. While that’s only possible to some extent for overtly sexual characters like Emma Frost or DC’s Starfire, some of those efforts have had a noticeable effect on characters like Carol Danvers and Black Cat. It’s now much rarer to see female characters flaunt their sexuality.

For some, that counts as progress. Specifically, for those who believe depictions of sexy female characters promotes misogyny and sexism, it counts as a victory. If it upsets the fans and robs an inherently visual medium of a unique form of beauty, then so be it. That’s the price of “progress.” If I could say that with more sarcasm, I would.

Again, I disagree. In fact, I would go so far as to say those efforts by Marvel backfired and not just because it cost their editor-in-chief his job. Marvel, like all media companies, is a business. Businesses need to please their customers. When certain customers are especially vocal, they have to listen to some extent, just as I had to listen to those customers.

It’s debatable how much those at Marvel actually bought into the “progress” that certain critics were asking for. I don’t doubt that some creators were sincere in their desire to improve diversity and expand the appeal of their comics. However, I also don’t doubt that a part of that effort was just to temper some of the whining by people who know how to be extra loud in the era of social media.

While the impact on Marvel comics concerns me greatly, I noticed a much bigger effort late last year from an industry that has been prone to much louder criticisms. Specifically, it happened in one of my favorite video game franchises of all time, “Mass Effect.” Unlike what happened with Marvel, I’m not sure this beloved series will survive.

Prior to 2014, “Mass Effect” was the cream of the crop of video game franchises. It had a little of everything. There was action, drama, romance, exploration, insight, and yes, even a little sexiness. Characters like Miranda Lawson, Liara T’soni, Samara, EDI, and even the female protagonist, Shepard, had undeniable sex appeal.

Then, in between the release of “Mass Effect 3” and the 2017 sequel, “Mass Effect: Andromeda,” a scandal broke out in the video game industry that involved everything from sexism to harassment to just how visible a character’s butt could be in a video game. I wish I were exaggerating, but it really happened and I don’t think the industry has fully recovered.

In the midst of that scandal, the demand for “progress” soared more than it did for most other mediums. Suddenly, the act of making a video game character too sexy was seen as contributing to a toxic culture of misogyny, sexism, and violence against women and minorities. It’s not like sex appeal had nothing to do with Lara Croft becoming so successful. Again, if I could say those words with more sarcasm, I would.

“Mass Effect: Andromeda” was developed in the eye of that storm. EA and Bioware couldn’t use the same approach they did with previous “Mass Effect” games. They had to be very careful with how they designed their characters, especially their female characters. One misplaced curve is all it would take to reignite a controversy that nobody wanted to deal with, given all the negative press the gaming industry had incurred.

As a result, the female characters in “Mass Effect: Andromeda” didn’t just dial down the sex appeal. In some cases, there was a concerted effort to make their female characters less attractive. This is best shown in the female model used for Sara Ryder, the main female protagonist. To say it didn’t translate to the game would be like saying drinking a gallon of bleach might make you a little queasy.

Ryder wasn’t the only female character to have her looks tempered. Pretty much every female character, from the supporting cast to background characters, was designed with minimal sex appeal in mind. That’s not to say the game didn’t have some sexier moments, but compared to what other games attempted before that, it was pretty watered down.

That was just one of many problems that “Mass Effect: Andromeda” faced when it launched in March 2017. Now, games launching with bugs and glitches is nothing new. It’s standard practice for a game to get patched after launch. However, the extent of those bugs in “Mass Effect: Andromeda,” combined with unattractive characters, did not help the game’s reception.

I say that as someone who played the game and still loved it, for the most part. Since I love “Mass Effect” games so much, I found plenty of reasons to love “Mass Effect: Andromeda.” However, I found myself having to overlook more flaws than usual. I also found it hard to really admire the visual aspects of the game. Like comics, undermining that part of the experience can be pretty detrimental.

There were a lot of criticism levied against “Mass Effect: Andromeda.” Some are legitimate. Some are painfully valid. More than any other game, though, it was developed with the intent to promote a more diverse and inclusive product that appealed everyone and offended no one. As the sales and reception seem to indicate, though, even female gamers don’t like looking at unattractive characters.

As a result, nobody really hailed “Mass Effect: Andromeda” as progress. However, nobody staged a mass online protest claiming the game made its female characters too sexy and promoted toxic behaviors among its users. Some might count that as progress too. I am not one of them.

In a sense, “Mass Effect: Andromeda” is a case study in a product where efforts towards progress just masked a desire to avoid outrage. Just avoiding outrage does not count as progress in any capacity. It just counts as a company trying to shield itself from bad publicity that might damaged its brand. Say what you will about corporate greed, but brand still matters to them, often more than money.

I don’t blame Bioware or EA at all for going that route, but simply avoiding outrage set the bar pretty low and it might have doomed “Mass Effect: Andromeda” before it ever had a chance. At the moment, the “Mass Effect” franchise is on indefinite hold because the response to “Mass Effect: Andromeda” was not what the developer had hoped.

Beyond the tragedy of damaging a beloved franchise, “Mass Effect: Andromeda” reflects a dangerous and potentially regressive sentiment in the industry. Rather than focus on pushing the envelope and doing something bold, artists and developers are more concerned with avoiding outrage. The actual quality of the final product can only ever be secondary, at most.

There are a great many challenges facing the video game industry, as anyone who followed the news surrounding “Star Wars: Battlefront II” can attest. However, the precedent set by “Mass Effect: Andromeda” may very well be the most damaging.

Most agree that video games, like any other media, should work to appeal to a broad audience. However, as Marvel found out, forcing certain kinds of “progress” can have some pretty detrimental effects in the long run. It alienates consumers, frustrates developers, and limits the incentives to innovate and try new things.

At the end of the day, making female superheroes less sexy in comics and making characters in “Mass Effect” less attractive did nothing to reduce sexism, promote gender equality, or foster a more inclusive culture. All it really did was go out of its way to stop exceedingly vocal critics from whining.

Bioware and EA didn’t suddenly become more enlightened about video games, female characters, and the impact of mass media. They simply took the path of least resistance, doing what would generate the least amount of outrage, at least in terms of sexist accusations. That’s not progress. That’s just frustration and, like my old job, very little good comes from it.