电视广告中性别角色定型研究述评

文章首先介绍了性别角色定型的相关概念和广告中性别角色定型研究的理论基础,然后从内容分析和受众反应两个角度回顾并总结了有关电视广告中性别角色定型的研究。内容分析的结果表明：虽然经过了20多年的女权运动,电视广告中的性别角色定型并没有减弱;电视广告中的性别角色定型具有国际普遍性。受众反应的结果表明：受众对电视广告中的性别角色定型的反应是一个复杂的过程,会受到多种因素,比如性别、年龄、受教育程度和女性主义意识等的影响     

内隐性别刻板印象与自尊的关系研究

为了考察内隐性别刻板印象的存在广度,以及探讨它与自尊的关系,本研究采用内隐联想测验(IAT)和自尊量表(SES)考察65名大学生被试的内隐性别刻板印象和自尊水平,得出以下结论:一、大学生中普遍存在着内隐性别刻板印象,并且不同性别的内隐性别刻板印象不具有显著差异。二、有内隐性别刻板印象的人群中,不同性别的自尊水平差异不显著。三、内隐性别刻板印象与个体自尊水平的相关不显著。     

Facial expressions can inhibit the activation of gender stereotypes

ABSTRACT

Using faces as the priming stimuli, the present study explored the influence of facial expressions on the activation of gender stereotypes using a lexical decision paradigm. Experiment 1 explored the activation of gender stereotypes when the facial primes contained only gender information. The results showed that gender stereotypes were activated. In Experiment 2, the facial primes contained both gender category and expression information. The results indicated that gender stereotypes were not activated. Experiment 3 required the participants to make emotion, gender, or impression decisions concerning the facial primes before the lexical decision task. The results showed that gender stereotypes were not activated in emotion and impression decisions conditions, whereas stereotypes were activated in gender decisions condition. These finding suggest that facial expressions can inhibit automatic activation of gender stereotypes, unless the perceivers perform gender categorization processing to prime faces intentionally.     

印象形成中交叉刻板印象的加工机制

以大学生作为被试,旨在探究：在交叉刻板印象加工过程中,是否存在某一单维刻板印象的加工优势效应？如果存在,靶子熟悉度的差异是否会影响单维刻板印象的加工优势效应？该单维刻板印象加工优势效应是否还会受到其他单维刻板印象加工的调节。研究结果表明：（1）在对具有性别-年龄组合而成的交叉刻板印象的人群进行判断时,通过面孔进行启动,发现在不同的条件下分别存在性别单维刻板印象和年龄单维刻板印象的加工优势效应,即年轻男性或女性面孔的性别特征较年龄特征更容易得到加工和提取,老年男性或女性面孔的年龄特征较性别特征更具有加工优势。而在范畴词汇启动下,老年男性或女性词汇启动下的年龄特征较性别特征更具有加工优势。（2）熟悉性会影响单维刻板印象的加工优势,即在年轻被试感知面孔或范畴词汇时,其对老年男性或女性靶子间击中率的差异要显著大于对年轻男性或女性的靶子间击中率的差异。换言之,年轻被试感知老年人靶子的性别与年龄间的差异要显著大于年轻人靶子,出现自我参照现象。（3）在交叉刻板印象加工中,同时存在的各类单维刻板印象加工是彼此削弱的,具有优势加工效应的刻板印象的加工会受到非优势刻板印象加工的抑制。（4）在交叉刻板印象加工中,优势刻板印象加工会受到其相对刻板印象加工的削弱。     

Gender Stereotypes in Spanish Television Commercials

The objective of the present study was an analysis of gender stereotypes in television advertisements in Spain. For this purpose the content analysis method was used to analyze 400 advertisements broadcast during prime time over the three national television channels with the largest audience. A series of variables common to similar investigations were coded in order to allow comparisons with other countries. The data show significant gender differences for all variables. Comparison of results with those of other researchers shows that television advertising in Spain reveals gender stereotypes very similar to those found in advertising from countries with a geographic or cultural proximity.     

性别刻板印象维护的心理机制

性别刻板印象对人们有着重要影响。反性别刻板的行为违背了人们对性别角色的期望和要求,人们为了维护自己的性别刻板印象会采用不同的策略来对反性别刻板的行为作出反应。文章介绍了认知过程中对反性别刻板信息的抗拒和行为反应中对反性别刻板行为的抵制功能模型,分析了人们维护性别刻板印象的心理机制,并对有关性别刻板印象维护的研究进行了评价和展望     

The Relationship Between Gender Role Stereotypes and Requisite Military Leadership Characteristics

The continuing emphasis on the need to utilize fully women's leadership skills in traditionally or predominantly male environments highlights the need for understanding gender stereotypes and leadership characteristics perceived to be associated with various jobs. This study essentially replicates Schein's research (1973, 1975) to determine the extent of gender stereotypes held by military students for military leadership positions. The results indicate (1) continued disparity in men's perceptions of the similarities between women and leaders, (2) support of previous findings that women recognize similarities between women and leaders, (3) senior military students possess stronger masculine gender role stereotypes of successful officers than do students with less than 1 year of service in the military academy, (4) greater experience with being led by female leaders did not affect men's masculine gender role stereotypes of successful leaders, and (5) successful female cadet leaders perceive successful officers as having characteristics commonly ascribed to both women and men. These results are interpreted in light of previous research on gender roles and leadership, and the practical implications for meeting organizational, and individual objectives for successful utilization of women in military leadership positions are discussed.     

Implicit and Explicit Occupational Gender Stereotypes

This study was designed to compare implicit and explicit occupational gender stereotypes for three occupations (engineer, accountant, and elementary school teacher). These occupations represented the end points and middle of a masculine–feminine continuum of explicit occupational gender stereotypes. Implicit stereotypes were assessed using the Implicit Association Test (IAT), which is believed to minimize self-presentational biases common with explicit measures of occupational gender stereotypes. IAT results for the most gender stereotyped occupations, engineer (masculine) and elementary school teacher (feminine), were comparable to explicit ratings. There was less agreement with less stereotyped comparisons. Results indicated that accounting was implicitly perceived as more masculine than explicit measures indicate, which calls into question reports of diminishing gender stereotyping for such occupations.     

The effects of gendered information in stories on preschool children’s development of gender stereotypes

Social-cognitive theory posits that children learn gender stereotypes through gendered information. The present study examined whether children learn new gender stereotypes from stories when unknown words are linked to a gendered protagonist or context information. In Experiment 1, 40 3- to 6-year-old preschoolers were read stories with either a gendered protagonist embedded within a non-gendered context, or a non-gendered protagonist embedded within a gendered context. In Experiment 2, the same sample of children were read stories with the protagonist and the context displaying congruent or incongruent gender information. Each story featured an unknown activity linked with the stereotypical content. Both experiments indicate that the children rated the activity according to both the gender of the context and of the protagonist; however, the effect of the latter was stronger. In addition, children showed higher interest in the unknown activity if the protagonist’s gender matched their own sex. Thus, gender information in stories influences how children perceive unknown words.     

Emotional,Sensitive, and Unfit for Office? Gender Stereotype Activation and Support Female Candidates

Women are underrepresented at all levels of elected office. It is suspected that gender stereotypes hinder the electoral success of female candidates, but empirical evidence is inconclusive on whether stereotypes have a direct effect on voting decisions. This empirical conflict stems, in part, from the assumption that voters automatically rely on gender stereotypes when evaluating female candidates. This study explicitly tests the assumption of automatic stereotype activation. I suggest that stereotype reliance depends on whether stereotypes have been activated during a campaign, and it is only when stereotypes are activated that they influence evaluations of female candidates. These hypotheses are tested with a survey experiment and observational analysis. The results show that campaign communication activates stereotypes when they otherwise might not be activated, thereby diminishing support for female candidates.     

Gender and Compensation: Understanding the Impact of Gender and Gender Stereotypes in Children’s Rewards

Children’s understanding of rewards for task completion was examined in the context of gender, and gender-based stereotypes. Eighty-eight children (43 girls, M_overall?=?58.39 months) completed a measure assessing gender-based occupational stereotypes. This measure, along with gender, was used to predict children’s self-reward for undergoing the testing, as well as their reward for a fictional other child having undergone the same procedure. The methodology provided a novel approach for studying reward allocation in children, as it did not require children to divide resources between themselves and another child for completing the same task. An occupation-based stereotype measure was found to predict the self-reward, as well as the reward allocated to the other child. In addition, the participant’s gender predicted self-reward, and an interaction between participant gender and gender of the experimenter contributed to predicting the other child reward. Overall, these findings suggest that gender and gender-based stereotyping have an impact on reward allocation of young children. Implications of these results in the context of reward allocation research among children and adult populations are discussed.     

Teachers' Gender Stereotypes in South Africa: A Case Study

The study investigated Teachers' gender stereotypes in the Eastern Province of South Africa. Participants were 65 Junior Secondary school teachers (females= 40 and males = 25) who assembled together at a seminar organized by the Department of Education. They completed a ten-statement questionnaire on gender stereotypes that would apply to school boys and girls. Data were analysed by means for differences in proportions endorsing stereotypes in relation to school activities. Gender stereotypes were apparent in the pattern of activities endorsed for males and females.     

Formal vs. Informal Use of Television and Sex-Role Stereotyping in Hong Kong

This study examines the relationship between media use and gender stereotyping in Hong Kong, where Western liberal thoughts meet Chinese traditional and patriarchal norms. Although mainstream media studies center on the general impact of television on sex-role stereotyping, this study distinguishes the formal use of television for information from the informal use for entertainment, the latter of which is often neglected, but the impact is far more encompassing. A baseline survey on gender equality commissioned by the Hong Kong Government with 2,020 successful face-to-face interviews was conducted and the sample was of the Equal Probability of Selection Method (EPSEM) type provided by the Census and Statistics Department. The participants are all Chinese from all class strata (51.5% below HK$10,000; 39.4% between HK$10,000 and HK$24,999; and 19.1% above HK$25,000 with US$1 HK$7.8). The BSRI measurement was modified to gauge the gender-role stereotype. The results show that despite influence by Western culture, gender stereotyping of the public in Hong Kong still exists. In particular, the self-reported functional television for entertainment (rather than for information) as well as exposure to entertainment programs on television have reinforced the female stereotypes, and females have a lower cultural awareness toward male stereotypes.     

The Use of Metaphor to Address Gender and Sexual Orientation Stereotypes in Counseling: A Feminist Perspective

The role of metaphor in psychology is reviewed, focused on gender and sexual orientation stereotypes. Feminist therapy principles are explored in relation to addressing the presence of stereotypes within a therapeutic context. Implications for working with clients presenting with disordered eating, agoraphobia, sexual violence, and sexual identity concerns are discussed.     

The impact of nontraditionalism on the malleability of gender stereotypes in Spain and Germany

Gender stereotypes and inequalities are based on and sustained by people's perception of gender roles. The evolution of these gender roles, however, might be substantially different depending on cultural and social evolution in different countries. In a study, we investigated stereotypes in Germany and Spain, where residents might have different beliefs about gender roles due to their different social evolution after the Second World War and their economic and social advances. Results showed that in both countries people's expectations of differences in masculine characteristics between men and women were less noticeable than perceptions in the past or present. We also demonstrated that people perceive an increase in masculinity in women. This increase is more evident in Spaniards than in Germans. In estimations about the past, present, and future, Spaniards also perceived an increase of gender-stereotypic feminine characteristics more in men than in women. Our results are consistent with the predictions of social role theory, as gender stereotypes can include dynamic aspects and the content of these stereotypes is rooted in social roles.     

Perpetuating Stereotypes: A Study of Gender,Family, and Religious Life in Jewish Children's Books

This paper examines award‐winning Jewish children's literature as a medium to explore how religiosity gets constructed differently for men and women. We analyze three decades of winners of the Sydney Taylor Jewish Book Award, a prestigious annual award given by the Association of Jewish Libraries to an outstanding Jewish children's book. We demonstrate how these award‐winning books produce and perpetuate gendered religious stereotypes that associate men with agency and women with communion. We also show how these books construct images of a “domestic Judaism” for women and a “public Judaism” for men and how women have been symbolically annihilated from the titles and central character roles in these books. Drawing on Cecilia Ridgeway's ( 2011 ) gender‐framing perspective, we argue that the gender stereotypes evident in these books matter to society because they produce and enforce gender inequalities in religiousness.     

Paternalistic and Envious Gender Stereotypes: Testing Predictions from the Stereotype Content Model

In 2 studies, paternalistic and envious gender stereotypes were examined. Paternalistic stereotypes portray particular female or male subgroups as warm but not competent, whereas envious stereotypes depict some other female or male subgroups as competent but not warm. A total of 134 women and 82 men, primarily White and middle class, participated in this research. Building on the stereotype content model (Fiske, Cuddy, Glick, & Xu, 2002), Study 1 tested the mixed-stereotypes hypothesis that many gender subgroups are viewed as high on either competence or warmth but low on the other. Study 2 additionally addressed the social-structural hypothesis that status predicts perceived competence and interdependence predicts perceived warmth. The results provided strong support for both hypotheses.     

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.     

Gender Essentialism and Responses to Candidates’ Messages

People often form negative attitudes against those who deviate from gender norms. Within the political realm, this has the potential to translate into effects on perceptions of candidate likability and traits. Female candidates who tend to focus on issues stereotypically thought of as feminine are generally more positively evaluated than those who focus on stereotypically masculine domains. The current studies investigate whether these effects vary depending on the extent to which people endorse gender essentialism, which is the tendency to attribute gender differences to relatively more intrinsic, innate, and immutable factors versus believing that gender differences are largely due to cultural and learned factors. Current data with adults across two studies suggest a number of interesting findings: Evaluations of candidates depended on an interaction between respondents’ gender essentialism and whether or not the candidate’s message fit traditional stereotypes. In particular, high essentialist respondents felt significantly more negative toward male candidates with nonstereotypic messages.