Peer Toy Play as a Gateway to Children’s Gender Flexibility: The Effect of (Counter)Stereotypic Portrayals of Peers in Children’s Magazines

Extensive evidence has documented the gender stereotypic content of children’s media, and media is recognized as an important socializing agent for young children. Yet, the precise impact of children’s media on the endorsement of gender-typed attitudes and behaviors has received less scholarly attention. We investigated the impact of stereotypic and counter-stereotypic peers pictured in children’s magazines on children’s gender flexibility around toy play and preferences, playmate choice, and social exclusion behavior (n?=?82, age 4–7 years-old). British children were randomly assigned to view a picture of a peer-age boy and girl in a magazine playing with either a gender stereotypic or counter-stereotypic toy. In the stereotypic condition, the pictured girl was shown with a toy pony and the pictured boy was shown with a toy car; these toys were reversed in the counter-stereotypic condition. Results revealed significantly greater gender flexibility around toy play and playmate choices among children in the counter-stereotypic condition compared to the stereotypic condition, and boys in the stereotypic condition were more accepting of gender-based exclusion than were girls. However, there was no difference in children’s own toy preferences between the stereotypic and counter-stereotypic condition, with children preferring more gender-typed toys overall. Implications of the findings for media, education, and parenting practices are discussed, and the potential for counter-stereotypic media portrayals of toy play to shape the gender socialization of young children is explored.     

Israeli kindergarten children's gender constancy for others' counter‐stereotypic toy play and appearance: the role of sibling gender and relative age

To test divergent theoretical predictions as to the impact of having a younger or older, same‐sex sibling or opposite‐sex sibling on other gender constancy, Israeli kindergarten children in two‐child families responded to a gender constancy task in which a male and female picture target engaged in counter‐stereotypic toy play and adopted counter‐stereotypic appearance. Children were also asked whether the target child could change sex at will and to explain the difference between boys and girls. Relative age of sibling, both independently and in interaction with participant sex, was associated with greater gender constancy in the face of counter‐stereotypic toy play. Relative age of sibling and sibling sex was independently associated with greater gender constancy in the face of counter‐stereotypic appearance. In both cases, children with a younger sibling evidenced greater gender constancy. Boys, especially ones with a male sibling, referred most explicitly to target's birth sex in accounting for his or her being unable to change sex at will. Genital and anatomical differences between boys and girls were cited more often by children who referred explicitly to target's birth sex and had a younger sibling. The results were discussed in the context of theories of gender development and the socialization of gender within the family. Copyright © 2008 John Wiley & Sons, Ltd.     

Sex-role messages vis-à-vis microcomputer use: A look at the pictures

This study explored the pictoral representation of men, women, boys, and girls in popular computer magazines through content analysis. Issues of three mass market computer magazines (total pages =2,637) were analyzed to determine numbers of men, women, boys, and girls illustrated; roles in which they were portrayed; and whether they were shown using the computer actively, standing by while others used the computer, or rejecting the computer. Many stereotypic portrayals were found: Men appeared in illustrations almost twice as often as women; women were overrepresented as clerical workers and sex objects, while men were overrepresented as managers, experts, and repair technicians. Women were shown significantly more often in a passive role vis-à-vis computers. In mixed-sex illustrations, men were most often shown in the position of authority. Only women were shown rejecting the computer or portrayed as sex objects. Also included are observations regarding the effects of stereotypic portrayals on women/girls and suggestions for further research.     

“Appearance potent”? A content analysis of UK gay and straight men's magazines

With little actual appraisal, a more ‘appearance potent’ (i.e., a reverence for appearance ideals) subculture has been used to explain gay men's greater body dissatisfaction in comparison to straight men's. This study sought to assess the respective appearance potency of each subculture by a content analysis of 32 issues of the most read gay (Attitude, Gay Times) and straight men's magazines (Men's Health, FHM) in the UK. Images of men and women were coded for their physical characteristics, objectification and nudity, as were the number of appearance adverts and articles. The gay men's magazines featured more images of men that were appearance ideal, nude and sexualized than the straight men's magazines. The converse was true for the images of women and appearance adverts. Although more research is needed to understand the effect of this content on the viewer, the findings are consistent with a more appearance potent gay male subculture.     

Women and Weight: Gendered Messages on Magazine Covers

In this content analysis, the covers of 21popular women's and men's magazines were examined forgendered messages related to bodily appearance. Magazinecovers were divided according to gender of readers and each cover was reviewed using a checklistdesigned to analyze visual images and text as well asthe placement of each on the covers. Analyses showedthat 78% of the covers of the women's magazinescontained a message regarding bodily appearance, whereasnone of the covers of the men's magazines did so.Twenty-five percent of the women's magazine coverscontained conflicting messages regarding weightloss and dietary habits.In addition, the positioning ofweight-related messages on the covers often implied thatlosing weight may lead to a better life. Men's magazinesfocus on providing entertainment and expanding knowledge, hobbies, and activities; women'smagazines continue to focus on improving one's life bychanging one's appearance.     

The American image of beauty: Media representations of hair color for four decades

The present archival study examined the depiction of women's beauty in our society with respect to hair color, especially blondeness. Raters reliably categorized the hair color of cover models for two women's magazines (Ladies Home Journal and Vogue) and for Playboy magazine centerfolds from the 1950s through the 1980s. These media images from 750 observations were compared among magazines, among decades, and in relation to the proportion of blondes in a normative sample of adult White women. Results revealed that the percentage of blondes in each magazine exceeded the base rate of blondes in the norm group. Blondes were more prevalent in Playboy centerfolds than in the women's magazines. Although temporal patterns varied from magazine to magazine, the average proportion of blondes was lowest in the 1960s and highest in the 1970s. The study's findings have numerous implications for social issues and research regarding the psychology of physical appearance.The authors wish to thank Jill Grant for her assistance in conducting this research.     

Selling Sex to Radio Program Directors: A Content Analysis of Radio & Records Magazine

This study was designed to examine whether radio format and musical artists' gender predict sexual content in trade advertisements geared toward radio program directors. Advertisements were coded from one of the leading music trade magazines, Radio & Records magazine, between 2002 and 2003. Results indicated that overall women artists used sexual content in trade advertisements more often and to a greater degree than did men. In some cases, advertisements in radio formats with younger demographic markets, such as pop or hip-hop, also used higher levels of sexual content. It is concluded that the organizational context of the commercial music industry helps to perpetuate status differences between women and men artists, which may then bring about a cognitive bias in the field that promotes women artists' over reliance on using sexual content in trade advertisements.     

Boxing Helena and Corseting Eunice: Sexual Rhetoric in Cosmopolitan and Playboy Magazines

This paper analyzes the sexual rhetorics of Cosmopolitan and Playboy magazines to consider how sexuality is constructed in similar ways by sources directed to men and women. We use Goffman's classifications of gender in advertisements to compare how each magazine uses its pictures to provide cues to readers about sexuality and sexual relationships and to trace changes within each magazine over time. We conclude that both magazines converge on a single construction of sexuality for women. Playboy addresses men and Cosmopolitan addresses women, yet the visual rhetorics of both magazines reflect the male gaze and promote the idea that women should primarily concern themselves with attracting and sexually satisfying men.     

Gender Differences in Video Game Characters’ Roles, Appearances, and Attire as Portrayed in Video Game Magazines

Video game characters have the potential to shape players’ perceptions of gender roles. Through social comparison processes, players learn societal expectations of appearances, behaviors and roles. Forty-nine articles were coded from current U.S. gaming magazines, resulting in 115 coded characters. This content analysis of video game magazine articles investigated how characters are portrayed, focusing on gender differences. Males were more likely to be heroes and main characters, use more weapons, have more abilities, and were more muscular and powerful. Females were more often supplemental characters, more attractive, sexy, and innocent, and also wore more revealing clothing. Understanding these video game messages is an important first step in understanding the effects games and magazines may have on behavior and attitudes.     

Gender Role Portrayals in American and Korean Advertisements

This article reports on an examination of gender role portrayals in American and Korean magazine advertisements that is based on the work of Erving Goffman (1979). Through a study of advertising images, we explored implied gender roles within and between cultures. Results of an analysis of a random sample of American advertisements are compared to results for comparable Korean magazines and to previous researchers' applications of Goffman's approach to American advertisements. Results indicate that sexism in American magazine advertisements has decreased but not disappeared. Evidence of sexism in Korean magazine advertisements was found as well. We also compared gender depictions in advertisements directed to magazine audiences of relatively different ages. Observations are made about differences in gender role portrayals in American advertisements over time, between cultures, and for different aged magazine readers.     

Female “Thin Ideal” Media Images and Boys' Attitudes Toward Girls

Both boys and girls are exposed repeatedly to “thin-ideal” images in the media, that is, images of unrealistically thin and attractive women. As yet, however, little research has examined the impact of these images on boys. In the present study we investigated the effect of exposure to televised thin-ideal images on boys' attitudes toward girls. The participants were 354 boys aged 13–15 years, who viewed either 20 commercials that epitomized the thin-ideal for women or 20 commercials that contained no such images. They then rated the importance of 10 characteristics, including slimness and physical attractiveness, in their choice of partner or girlfriend. Appearance schematicity, a trait measure of the extent of investment in appearance as the basis for self-evaluation, was also assessed. It was found that schematicity was positively related to boys' importance ratings of attractiveness, slimness, athletic ability, muscularity, and popularity in a girlfriend. Further, boys who scored medium (but not high or low) on appearance schematicity were influenced by the commercials. These findings suggest that the media may have an indirect impact on girls' body image through influence on boys' expectations and evaluations of girls' appearance.     

Girls in detail,boys in shape: Gender differences when drawing cubes in depth

The current study tested gender differences in the developmental transition from drawing cubes in two‐ versus three dimensions (3D), and investigated the underlying spatial abilities. Six‐ to nine‐year‐old children (N = 97) drew two occluding model cubes and solved several other spatial tasks. Girls more often unfolded the various sides of the cubes into a layout, also called diagrammatic cube drawing (object design detail). In girls, the best predictor for drawing the cubes was Mental Rotation Test (MRT) accuracy. In contrast, boys were more likely to preserve the optical appearance of the cube array. Their drawing in 3D was best predicted by MRT reaction time and the Embedded Figures Test (EFT). This confirmed boys' stronger focus on the contours of an object silhouette (object shape). It is discussed whether the two gender‐specific approaches to drawing in three dimensions reflect two sides of the appearance–reality distinction in drawing, that is graphic syntax of object design features versus visual perception of projective space.     

The socialization of sex-differentiated skills and academic performance: A mediational model

Using a multifactorial model, sex differences in academic performance were examined in a sample of 347 elementary school children. As expected, girls' academic performance averaged higher than boys'. Path analysis confirmed initial hypotheses that girls' advantage is partially due to their characteristic of greater responsiveness to social cues and compliance with adult direction. This advantage was partially offset in this model by boys' greater visual-spatial skill, which also was a predictor of academic success. Access to stereotypic masculine toys and activities at home was, for both sexes, a predictor of children's visual-spatial ability. As expected, socioeconomic variables, including mothers' occupation and fathers' level of education, also influenced the environmental, social, and cognitive factors predicting academic success. These results indicate that boys' and girls' differential development of specific cognitive and social skills may play an important role in establishing sex differences in academic performance.     

RACIAL AND GENDER BIASES IN MAGAZINE ADVERTISING

Recent evidence suggests that racial and gender biases in magazine advertisements may be increasing. To explore this possibility, a content analysis was performed on 10 years of fashion advertisements drawn from magazines geared toward White women, Black women, or White men ( N = 1,800 advertisements from 1985–1994). The results indicated that (a) except for Black females in White women's magazines, African Americans were underrepresented in White magazines; (b) female body exposure was greater than male body exposure, and White female body exposure rose significantly during the 10 years; (c) White women were shown in low-status positions nearly twice as often as were other models; and (d) Black women wore the majority of animal prints, most of which were patterned after a predatory animal. These findings suggest that racial and gender biases in magazine advertising persisted, and in some cases increased, between the mid-1980s and mid-1990s.     

Gender-linked Differences in the Toys, Television Shows, Computer Games, and Outdoor Activities of 5- to 13-year-old Children

This study was designed to compare how 5- to 13-year-old children's leisure activity preferences differ with age and gender. Responses from 60 boys and 60 girls about their favorite toys, television shows, computer games, and outdoor activities were compared across leisure categories. The results showed that gender was a significant factor. Overall, boys spent more time in these leisure activities than girls did. They spent the most time engaged in sports, watching television, and playing computer games, whereas girls spent the most time watching television. Results from a gender index for all activities indicated that boys' leisure preferences became slightly more masculine with age. For girls, preferences for television shows became more feminine with age, but preferences for toys, computer games, and sports became less feminine. These self-chosen preferences may provide differential opportunities for the development of visual-spatial skills, achievement, initiative, self-regulation, and social skills.     

Sex typing in play and popularity in middle childhood

Sex differences in play behavior across the early elementary school years as well as the relation between sex-typed play and peer acceptance were examined. It was hypothesized that children who were more sex-typed in their play behaviors would be more accepted by their peers. The participants included 86 grade two children and 81 grade four children. Popularity was assessed using a rating scale sociometric measure. Sex-typed behaviors were measured by observing the children at free play. Results indicated significant age and gender differences in children's play behavior. Specifically, boys engaged in more aggressive and rough and tumble play as well as more functional, solitary-dramatic and exploratory play and tended to be involved more in group play, whereas girls produced more parallel and constructive play as well as more peer conversations. In grade 4, these differences were maximized such that boys produced more games-with-rules and girls exhibited more parallel-constructive activity. Second, results indicated that sociometric ratings and observed degree of sex-typing were not significantly related except in the case of fourth grade males. At the fourth grade level, a positive relation was observed between boys' acceptance by male peers and “masculine” or male-preferred play behavior as well as between boys' acceptance by female peers and “feminine” or female-preferred play.     

When stereotypes disadvantage boys: Strength of stereotypes in mathematics and language arts and their relations with grades

There is growing concern about boys' lagging performance in school, not only in language arts, where the gap is particularly pronounced, but also in mathematics. Stereotypes associating one gender with language arts or with mathematics are likely to contribute to these gaps. Such stereotypes can translate into explicit beliefs such as the extent to which students are aware of societal stereotypes or the extent to which they personally believe stereotypes to be true, but also indirectly into performance following a stereotype threat manipulation. However, few studies have considered these multiple stereotype expressions in both mathematics and language arts to examine their importance in predicting boys' and girls' actual grades in school. To fill this gap, two complementary studies examined high school boys' and girls' awareness and endorsement of stereotypes about both language arts (n = 299) and mathematics (n = 243), as well as whether stereotype threat impaired boys' performance on a spelling test. Although the effect of stereotype threat was not significant overall, our results showed that students were aware of and endorsed strong stereotypes advantaging girls in language arts. In mathematics, students endorsed counter-traditional stereotypes slightly advantaging girls. Our results also showed that these multiple expressions of stereotypes related to students' grades. In doing so, our work provides insights regarding possible targets for interventions to reduce gender gaps disadvantaging boys in school.     

"I want to read stuff on boys": white,Latina, and black girls reading seventeen magazine and encountering adolescence

This study is based on interviews with four focus groups consisting of fourteen white, Latina, and black girls, ages 13 to 16 years, from diverse backgrounds. The objectives of the study are to gain insight into what forum girls use to learn about the adolescent experience and to examine teenage girls' views of their sexuality and femininity. The girls' discussion of their lives and perceptions of the teen magazine Seventeen reveal a displacement of female sexuality. The magazine's message to teenage girls of gaining self-worth through emphasized femininity seems to resonate with these girls regardless of class and race. We conclude that responsible adults need to challenge the distorted media images of adolescent development and teenage girls' sexuality.