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     

Gender,Race, and Speech Style Stereotypes

Considerable research has shown that people have stereotypical beliefs about the speech and communication style of women and men. There is less research about stereotypes of Black people's speech, and none that jointly or comparably investigates communication stereotypes as a function of both gender and race. In this study, White college students (n = 111) rated a fictional character's speech on 36 pairs of words characteristic of communication style (e.g., emotional–unemotional) and also generated dialogue for the character. Targets' race and sex were varied. Results showed that beliefs about speech style were stronger for race than gender. Black speakers, both women and men, were rated as more direct and emotional, and less socially appropriate and playful, than White speakers. The dialogue generated by participants for Black speakers was less grammatical and more profane than for White speakers. Gender effects were consistent with earlier research but suggest a weakening of stereotypes; women's speech was seen as somewhat less direct and more emotional than men's speech. Beliefs about speech and communication style are important because they may function not only to describe what is but to prescribe what should be in social interaction.     

Gender Stereotypes in Japanese Television Advertisements

The aim of this study was to reveal gender portrayal types in Japanese television advertisements through content analysis. Five hundred and thirty-one adult main characters were coded for sex, age, ethnic background, credibility, role, place, dress, background, persuasion type, camera work, camera angle, product type, target, and sex of voice-over. Five types were found by performing quick cluster analysis: beautiful and wise housewives, young ladies attracting people's attention, young celebrities, middle- and old-aged people enjoying private time, and middle-aged worker bee. The first three were mainly women and the latter two were mainly men. The results indicate that in Japanese television advertisements men and women are portrayed differently, and the differences correspond with traditional gender stereotypes.     

Gender stereotypes in management: a comparative study of communist and postcommunist Romania

This study sets out to investigate the changes in the perception of women in leading positions in communist and postcommunist Romania. The study uses a noninvasive paradigm of analyzing the content of obituaries for women and men in leading positions published in a national journal, and shows that the gender gap in management widened during the postcommunist period. In postcommunist Romania, women are perceived as being less able to lead/manage and more relational in their leadership style as compared to men, while in the communist period the gender differences were not significant.     

Gender Hierarchy in the Space: The Role of Gender Status in Shaping the Spatial Agency Bias

According to the Spatial Agency Bias (SAB), more agentic groups (men) are envisioned to the left of less agentic groups (women). This research investigated the role of social status in shaping the spatial representation of gender couples. Participants were presented pairs consisting of one male and one female target who confirmed gender stereotypes. The status of the targets in each pair was systematically varied (high-status vs. low-status job). Participants chose the target order (female/male vs. male/female) they preferred. In line with gender-status expectations (male: high-status, female: low-status), a male in a high-status job led to a spatial arrangement that favored the male/female order, regardless of the status of the female target. The female/male order was favored only when the female had a high-status job and the male a low-status job. No SAB occurred for pairs in which both targets displayed low-status jobs. The implications of status for the SAB are discussed.     

受众对广告中性别角色定型反应的研究

为了了解广告中性别角色定型对受众产生的影响,通过问卷调查,探讨了个体性别角色、性别、年龄和受教育程度对广告中性别角色定型反应的影响过程。结果发现:性别、个体性别角色(分为传统性别角色和非传统性别角色)、年龄和受教育程度可以通过女性自主性意识间接影响受众对广告中女性模特被冒犯性描述的知觉,进而影响受众对企业的负面评价和购买欲望;研究同时发现年龄可以直接预测受众的购买欲望。     

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.     

Gender stereotypes in education: Development,consequences, and interventions

Despite many efforts to increase gender fairness in education in recent years, the issue has not yet become obsolete: Gender discrimination still exists and finds expression in unused chances and limited action repertoires for both sexes. This article gives an overview on existing gender differences across the lifespan before providing explanations for these differences from a developmental perspective. We present psychological theories of development dealing with the adoption of gender typical preferences and behaviors in children, and draw the connection to the role parents’ and teachers’ gender stereotypes play in this process. The mechanisms contributing to the perpetuation of gender differences are illustrated via empirical studies. Finally, we offer starting points for interventions to prevent the development of these gender differences, and introduce the REFLECT program which enhances gender competence in secondary school teachers and their students, and a training program for kindergarten teachers as concrete examples of such interventions.     

Constructing intergroup relationships in social communication

Abstract:  People communicate with each other about their ingroup and outgroup in a social context. These social communications may have profound effects in constructing intergroup relationships. In this paper, we outline how different combinations of the social identities of the sender, receiver, and target of the social communication may give rise to differing face concerns of the ingroup and outgroup, and may result in different patterns of communications about them. People may enhance or protect their ingroup social identity, and derogate the outgroup social identity to their ingroup audiences; however, they are more likely to enhance and protect their outgroup's social identity when communicating with outgroup audiences. Two studies tested these predictions. Study 1 used real groups of Australian and Asian students communicating about an Asian student in an Australian university context. In Study 2, participants assigned to two fictitious groups communicated about their ingroup and outgroup. In both studies, the findings were interpreted within the framework of intergroup communication, although there were some notable deviations from the predictions. Future directions of the research were also discussed.     

Gender is what you look like: Emerging gender identities in young children and preoccupation with appearance

Abstract

Our work examining young children’s strong desire to wear gender-stereotypical clothing suggests that physical appearance may be early reflections of developing gender identities. We test implications of this association between gender and appearance with two studies examining young children’s preoccupation with looking pretty or handsome. Findings revealed that being more attuned to gender information was linked to greater appearance preoccupation. Girls were more preoccupied with their appearances compared to boys. Age was associated with greater appearance preoccupation in two of our three measures. These studies suggest that appearances may reflect developing gender identities, and that gender identity development can influence children’s appearance preoccupation. We suggest that future research examine the stability and generalizability of appearance preoccupation.     

Understanding the Controversy over Gender Language in Bible Translation

Abstract

This article attempts to explain the language issues behind the current controversy over gender inclusive translations of the Bible. Specifically, it focuses on changes in modern English whereby “a growing segment of the population [i.e., women] no longer can sense being addressed by a text that uses supposedly 'generic' masculine language to refer to them.” The reason, according to this author, is that in English “the masculine grammatical gender has largely shifted into a function that exclusively designates males.” Since the Christian Church believes that the Bible, as the Word of God, is the word through which God addresses his people, a translation that employs generic masculine language no longer satisfies the needs of all believers “to feel addressed by God's voice in the text” that is read and heard.     

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.     

Gender bias in estimating political expertise

The present study reveals that there is a gender bias in estimates of spouses' political expertise. Data were collected from married couples in one city in north-eastern Japan and the results showed that when all respondents were included, the estimation of spouses' political expertise was moderately accurate. However, while husbands' estimates of the political expertise of their wives were lowered and less accurate, wives' estimates of the political expertise of their husbands were more accurate. The implication of these findings for the political equality of males and females is discussed.     

性别同一性的形成及研究角度发展

性别的同一性是自我同一性的一部分,是人格和社会化发展的重要内容。性别的同一性概念已经从性同一性转移到性别同一性。对性别同一性的研究角度经过了概念认知、图式认知和社会认知的探索,目前开始进入人际关系角度的研究。最后,提出了对性别同一性未来的研究展望。     

非医用胚胎植入前基因诊断性别的伦理思考

对胚胎植入前基因诊断(PGD)性别的非医学用途,尚有很多争议。从伦理学角度考虑,非医用PGD性别选择存在文化差异,在亚洲一些国家可能会引起人口性别比失衡以及性别歧视等,在西方一些国家可能不存在类似问题。     

Examining the Relationship Between Gender DIF and Language Complexity in Mathematics Assessments

This study investigated whether the linguistic complexity of items leads to gender differential item functioning (DIF) on mathematics assessments. Two forms of a mathematics test were developed. The first form consisted of algebra items based on mathematical expressions, terms, and equations. In the second form, the same items were written as word problems without changing their contents and solutions. The test forms were given to a sample of 671 sixth-grade students from 10 middle schools in Turkey. The tests were administered to the students with a 4-week interval. Explanatory item response modeling and logistic regression approaches were used to examine gender DIF. Several word problems were flagged as having gender DIF in favor of female examinees, whereas mathematically expressed forms of the same items did not function differently across male and female examinees. The verbal content of word problems seems to influence the way males and females respond to items.     

大学生人格因素的性别差异研究

本研究通过对246名大学生施测16PF,分析了16种人格因素的性别差异现象。结果表明：在恃强、怀疑、幻想、紧张这四个因素上存在性别差异,表现为男生比女生更好强、固执,更爱怀疑、紧张,女生比男生更富于幻想;在世故性上,女生的变异率大于男生,女生表现出两极分化特征;经探索性因素分析结果表明,男女生所提取出的因子数量相同,但男女生的因子结构有些差异。     

An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements

The aim of this study was to examine gender role portrayals in Turkish television advertising. For this purpose, a content analysis of the advertisements that aired on the selected 6 television channels was carried out. Three hundred fourteen independent advertisements were coded according to general characteristics of the advertisements and demographic and attitudinal/behavioral characteristics of the primary figures. The data show significant gender differences in these 2 groups of variables. The findings are also compared with findings of other research conducted in different cultural settings.     

小学生空间能力及其发展倾向的性别差异研究

本研究探讨了二、四、六年级小学生空间能力的性别差异表现特征.结果表明,在空间能力的加工方式、加工精确性及加工策略上均存在着性别差异,而在加工速度上表现为无差现象.在空间能力的发展趋势和空间组合能力方面,女生表现出稳定的优势;在空间旋转能力上,男生的优势随年龄增长表现为减弱并消失的特征.