Gender Role Portrayal and the Disney Princesses

The popular Disney Princess line includes nine films (e.g., Snow White, Beauty and the Beast) and over 25,000 marketable products. Gender role depictions of the prince and princess characters were examined with a focus on their behavioral characteristics and climactic outcomes in the films. Results suggest that the prince and princess characters differ in their portrayal of traditionally masculine and feminine characteristics, these gender role portrayals are complex, and trends towards egalitarian gender roles are not linear over time. Content coding analyses demonstrate that all of the movies portray some stereotypical representations of gender, including the most recent film, The Princess and the Frog. Although both the male and female roles have changed over time in the Disney Princess line, the male characters exhibit more androgyny throughout and less change in their gender role portrayals.     

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

This paper reports key findings from a content analysis of gender and ethnic depictions in a sample of 2,120 New Zealand prime-time television advertisements screened in 2006. The study explored the following questions: With what product categories are male and female White, Māori/Pasifika and Asian characters most commonly associated? What are the most common occupational roles of male and female White, Māori/Pasifika and Asian characters? The results reveal highly stereotypical depictions of women and men within each ethnic category. White men dominated advertisements for foodstuffs, telecommunications and financial/corporate/legal services and were over-represented as professionals/white collar workers, while White women were over-represented in advertisements for household products, personal products, and medical products and featured predominantly as homemakers. Māori/Pasifika men were over-represented as athletes and service and sales workers. Non-White women featured prominently within multi-ethnic groups in advertisements for personal grooming products and most frequently featured as glamour models, while non-White men were over-represented as blue collar workers. Largely absent were Māori/Pasifika women and Asians of both genders, potentially exacerbating the multiple axes of subordination encountered by these groups in the New Zealand context.     

The Powerful Male Hero: A Content Analysis of Gender Representation in Posters for Children’s Animated Movies

Findings across a wide body of research suggest that media targeted at young audiences often portray characters according to stereotypical gender roles. Childhood is a particularly sensitive time in gender identity development, and logic from social cognitive theory suggests that repeatedly observing these stereotypes can have a lasting influence on young audiences’ worldview. Building on previous research investigating gender role displays in film content, and with the expectation that content creators use movie posters to convey a one-shot summary of films to audiences, we conducted a content analysis on the gendered power depictions of the main characters in movie posters of 152 popular U.S. animated children’s feature films produced over the last 80 years. Findings revealed that main characters were more likely to be male and that males were portrayed as more powerful. These results add to a growing, yet substantial, body of research illustrating the prevalence of stereotypical gender role portrayals across virtually every popular medium with which children come into contact. We discuss our results’ implications for potential short-term and long-term effects of exposure to films’ gender role stereotypes on young viewers’ real-life gender role expectations.

     

Gender and Form of Cereal Box Characters: Different Medium, Same Disparity

We investigated the extent to which male characters outnumber female characters on cereal boxes, and the extent to which male and female characters are portrayed in gender stereotypical ways. Cereal boxes (N?=?217) from a large grocery store in the northeastern United States were examined. Characters on the front and back of the boxes were coded for gender, species (person, animal, object), age (child/adolescent, adult), and activity level (passive/sedentary, active). Male characters outnumbered female characters by more than 2 to 1. Female characters were more likely than male characters to be depicted as people and as children/adolescents, whereas male characters were more likely than female characters to be portrayed as animals and as adults. Suggestions for further research are discussed.     

Gender and survival vs. death in slasher films: A content analysis

The content of slasher films was examined, focusing on what portion of the violence is directed toward and committed by women vs. men and the survival rates, the juxtaposition of sex and violence for male and female victims, and differences between male and female survivors vs. nonsurvivors. Five student coders analyzed 56 slasher films (474 victims). Female and male victims were portrayed equally frequently in these films. Male characters were as likely to die as female characters as a result of the attack; however, more female than male characters survived the attacks. The slashers were primarily men. Sexiness was paired with nonsurvival of female victims, whereas male nonsurvivors were portrayed as possessing negative masculine traits. The reinforcement of the good vs. bad woman dichotomy and the portrayed cost of unmitigated extreme masculinity in men in slasher films are discussed.The authors wish to thank four coders — June Cline, Susan Malinowski, Camille Mayers, and Misty Sherman — for their work in coding the slasher films.     

A COMPARISON OF MALE AND FEMALE DIRECTORS IN POPULAR PORNOGRAPHY: WHAT HAPPENS WHEN WOMEN ARE AT THE HELM?

Pornography is a lucrative business. Increasingly, women have participated in both its production, direction, and consumption. This study investigated how the content in popular pornographic videos created by female directors differs from that of their male counterparts. We conducted a quantitative analysis of 122 randomly selected scenes from 44 top-renting adult videos in 2005 (half male- and half female-directed). Findings revealed that all films shared similar depictions: Verbal and physical aggression was common, women were the primary targets of aggression, and negative responses to aggression were extremely rare. Compared to male-directed films, female-directed films were significantly more likely to portray women-only scenes and sexual acts. Even when controlling for main characters' gender, female-directed films showed significantly more female perpetrators aggressing against female targets and significantly more depictions of women as perpetrators of aggression. We highlight the importance of economic forces, rather than director gender, in dictating the content of popular pornography.     

Selling Gender: Associations of Box Art Representation of Female Characters With Sales for Teen- and Mature-rated Video Games

Content analysis of video games has consistently shown that women are portrayed much less frequently than men and in subordinate roles, often in “hypersexualized” ways. However, the relationship between portrayal of female characters and videogame sales has not previously been studied. In order to assess the cultural influence of video games on players, it is important to weight differently those games seen by the majority of players (in the millions), rather than a random sample of all games, many of which are seen by only a few thousand people. Box art adorning the front of video game boxes is a form of advertising seen by most game customers prior to purchase and should therefore predict sales if indeed particular depictions of female and male characters influence sales. Using a sample of 399 box art cases from games with ESRB ratings of Teen or Mature released in the US during the period of 2005 through 2010, this study shows that sales were positively related to sexualization of non-central female characters among cases with women present. In contrast, sales were negatively related to the presence of any central female characters (sexualized or non-sexualized) or the presence of female characters without male characters present. These findings suggest there is an economic motive for the marginalization and sexualization of women in video game box art, and that there is greater audience exposure to these stereotypical depictions than to alternative depictions because of their positive relationship to sales.     

Gender Stereotypes in Educational Software for Young Children

Children are increasingly being exposed to educational technology at school. In response to this, the International Society for Technology in Education (ISTE) drafted a set of technology standards for teachers (ISTE, 2002) that specifically states that teachers should empower all students and support diversity. This content analysis of educational software for preschoolers was designed to look at gender representations and stereotyping. The results demonstrated significantly more male characters than female characters in preschool educational software, which makes it difficult for teachers to address gender diversity and suggests that girls are not as valued as boys are. Male characters were also more likely than female characters to exhibit several masculine-stereotypical traits. In addition, female characters more than male characters exhibited counterstereotypical behaviors, yet were more gender stereotyped in appearance.     

Gender Stereotyping in Children's Reports About Educational and Informational Television Programs

Children in the 2nd through 6th grade wrote reports about their favorite educational and informational television programs, and the reports were examined for the presence of gender stereotypes. Children's written reports contained more male than female characters, more male than female pronouns, and more masculine than feminine behaviors. Effects were most pronounced for boys. Over time, preadolescent girls showed a greater preference for educational programs that featured female lead characters, and the girls used more feminine pronouns, behaviors, and expressed a greater range of feelings in their writings about their favorite programs. Girls and boys, however, were more likely to report masculine behaviors for male and female characters. Moreover, gender-stereotyping effects were eliminated for boys who selected a favorite program featuring an adventurous female lead character. Although memories of educational television programs are often gender stereotyped, a few nontraditional programs can drench the audience, providing nontraditional images and models for those who search for them.     

Gender Differences in Perceptions of Household Crowding: Stress,Affiliation, and Role Obligations in Rural India1

Male and female researchers separately interviewed the male and female heads of household in each of 159 homes in three villages in northern India. Analyses revealed consistent gender differences, such that women, compared to men, rated their homes more negatively, experienced more physical symptoms, and thought the supply of resources was insufficient. Surprisingly, women also believed that their homes could house more people and were significantly more likely to want more children. In other words, women reacted negatively to crowding but also appeared to like having many people in the household. Possible reasons for this apparent contradiction are discussed.     

Gender, Physical Attractiveness, and Electability: An Experimental Investigation of Voter Biases

In an examination of the impacts on electoral success of candidate gender, candidate physical attractiveness, prestige and responsibility of office sought, and voter characteristics, 219 college students evaluated six challengers to an incumbent in either a mayoral or county clerk's race. Challengers represented men and women of high, moderate, and low physical attractiveness. Male, but not female, voters discriminated against female candidates. While physical attractiveness accentuated perceptions of masculinity in a man and femininity in a woman, the appeal of an attractive (i.e., more feminine) woman seeking a masculine-stereotyped position was not damaged by the so-called "beauty is beastly" effect. However, attractiveness was less consistently an asset for female candidates than it was for male candidates. Male, but not female, candidates directly benefitted from being physical attractive and were also more positively evaluated to the extent that they were perceived as highly masculine. These findings not only contribute to understanding of the joint impacts of sex-role and attractiveness stereotypes, but call into question survey findings pointing to the demise of sexism in electoral politics.     

Children's construction of fantasy stories: Gender differences in conflict resolution strategies

While much work has been done on sex role development in children, conflict resolution, and sex role stereotyping in literature and television, little research has investigated conflict resolution and stereotyping in the fantasies children create themselves. The present study, analyzing gender differences in children's writing of fantasy stories, found significant differences in conflict resolutions they created. Boys used more violent resolutions to solve problems, while girls used more reasoning and analysis. Stories written by both sexes were—more often than not—sex role stereotyped, with female characters in traditional occupations and passive activities.The authors wish to acknowledge the financial assistance received for this research from the Graduate School Faculty Research Grant at the University of Alabama at Birmingham.     

Do Animated Disney Characters Portray and Promote the Beauty–Goodness Stereotype?

Disney movies are frequently cited as a source of the what‐is‐beautiful‐is‐good stereotype. Two studies (a) assessed prevalence of the stereotype across animated Disney movies; and (b) examined whether exposure to such films influences children's judgments of peers. In Study 1, human characters in 21 films were rated on attractiveness, goodness, and character outcome. Regression analyses demonstrated that attractiveness of a character was a significant predictor of the character's portrayal. In the second study, 42 children (ages 6–12) were exposed to either a high or low beauty‐biased film and then rated target peers. Children rated the attractive target more favorably than the less attractive target. However, film exposure did not increase children's use of the stereotype.     

Children's Gender Orientation and Perceptions of Female,Male, and Gender-Ambiguous Animal Characters

The purpose of the current study was to examine the effect of preadolescent children's gender orientation on their social perception of animal characters whose gender was clearly female, clearly male, or gender-ambiguous. Nine- to 12-year-old middle-class Israeli children who had completed a Hebrew version of Boldizar's scale for gender orientation in children assigned gender to the animal characters and indicated their degree of liking for them. Children's gender orientation did not influence their perceptions of the gender of animal characters that are clearly female and clearly male, but did impact on their perceptions of the gender of ambiguous animal characters. Second, children's liking for animal characters of different apparent gender interacted with gender orientation such that children with an androgynous gender orientation did not evidence differential liking of animal characters on the basis of their apparent gender. Children's liking of the animal characters was only partly mediated by their perceptions of the gender of these animal characters. Finally, gender orientation interacted with gender in determining degree of liking for the animal characters. The findings are discussed in terms of the impact of gender stereotyping in social perception.     

Gender Stereotyping and Under-representation of Female Characters in 200 Popular Children’s Picture Books: A Twenty-first Century Update

Gender stereotyping and under-representation of girls and women have been documented in children’s picture books in the past, in the hope that improvements would follow. Most researchers have analyzed award-winning books. We explored sexism in top selling books from 2001 and a 7-year sample of Caldecott award-winning books, for a total of 200 books. There were nearly twice as many male as female title and main characters. Male characters appeared 53% more times in illustrations. Female main characters nurtured more than male main characters did, and they were seen in more indoor than outdoor scenes. Occupations were gender stereotyped, and more women than men appeared to have no paid occupation. Few differences were found between Caldecott award books and other books. A comparison of our book sample to 1980s and 1990s books did not reveal reduced sexism. The persistence of sexism in picture books and implications for children and parents are discussed.     

Gender and Race Portrayals on Spanish-Language Television

318 randomly selected television ads from India (from 2004) in three different languages (English, Hindi, and Tamil) were content analyzed to examine both the frequency of appearance and prevalence of gender stereotypes. Results indicate that there are more male than female central characters and voiceovers in Indian ads; stereotypical differences were also found in the type of credibility used by men and women, and the nature of the products they advertised and settings that males and females appeared in. Female central characters tended to be younger than their male counterparts and were more likely to be portrayed in relationship roles. Similarities and differences in gender role portrayals found in Indian television ads and those from other nations are also discussed.     

Sex, Lies, and Video Games: The Portrayal of Male and Female Characters on Video Game Covers

Two hundred twenty-five console video game covers obtained from online retail sites were examined for portrayals of men and women. We hypothesized that males would be portrayed more often, but that females would be portrayed in a more hyper-sexualized manner. Male characters were almost four times more frequently portrayed than female characters and were given significantly more game relevant action. However, in spite of their less frequent appearance, female characters were more likely to be portrayed with exaggerated, and often objectified, sexiness. Further, violence and sexiness was paired more frequently for female characters than violence and muscular physiques for the male characters. The potential influence these negative portrayals could have on gamers is discussed.     

Do Boys and Girls Act Differently in the Classroom? A Content Analysis of Student Characters in Educational Psychology Textbooks

Previous research on gender stereotyping in textbooks has focused primarily on pictures used in texts. However, many textbooks also use scenarios, with fictional characters, as pedagogical devices. Student characters in educational psychology textbooks were analyzed for potential gender stereotypes. Results revealed that male characters were depicted with negative masculine traits, such as aggression, significantly more often than were female characters. However, no differences were found for positive masculine traits or for feminine traits. Male characters were also portrayed as engaging in stereotypically masculine activities significantly more often than female characters, although no difference was found in science activity as a function of gender. The findings are discussed in terms of possible influence on preservice teachers who are the primary readers of educational psychology textbooks.     

Effects of Gender on Costly Punishment

Women are often believed to be more cooperative and less egoistic than men. In the present study, we examined whether people punish women for failing to live up to these benevolent gender stereotypes. Participants played a prisoner's dilemma game with female and male partners who either cooperated or defected. Participants were offered a costly punishment option. They could spend money to decrease the payment of their partners. In Experiment 1, participants spent more money to punish the defection of female in comparison to male partners, but this effect of partner gender on punishment was indirect rather than direct: Participants were more likely to cooperate with female partners than with male partners, which gave them more opportunity for moralistic punishment. In Experiments 2 and 3, we examined the effects of the participants' own gender on cooperation and punishment of female and male partners. Female participants cooperated more with female partners than with male partners while male participants treated female and male partners equally. We conclude that the effect of facial gender on punishment are indirect rather than direct. The results also showed that women, in contrast to men, tended to make decisions that can be considered more social and less rational from an economic point of view, consistent with social‐role theory and evolutionary accounts. Copyright © 2017 John Wiley & Sons, Ltd.