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。     

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 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.     

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     

从刻板印象到类属性思维

本文介绍了类属性思维准确性的定义和研究历史,着重阐述了与类属性思维准确性有关的理论模型：Allpon的分类学说,McCauley的或然性模型以及EPA模型。不可否认类属性思维中有偏见成分的存在,但准确性也是其构成中不可忽视的一部分,因此,任何理由的厚此薄彼都是不应该的。     

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.     

Stereotypes of Norwegian social groups

We present a pilot study and two main studies that address the nature of stereotypes of social groups in Norway within the framework of the Stereotype Content Model (SCM). The first study focused on stereotypes of a wide range of groups across categories such as gender, age, religious conviction, socioeconomic and health status. The second study focused on stereotypes of immigrant groups. Participants (n = 244 and n = 63, respectively) rated the groups on perceived warmth, competence, status, and competition. Results from both studies support the applicability of the SCM in Norway and provides a unique insight into stereotypes of Norwegian social groups.     

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.     

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.     

交叉分类群体的理科性别刻板印象

为探讨以性别与专业构成的交叉分类群体的理科性别刻板印象,研究采用了内隐联想测验和自我报告两种方式,分别从内隐和外显两个加工层面对其予以考察.结果发现,内隐层面上四类交叉分类群体都存在理科性别刻板印象,但外显层面上只有理科男性、 文科男性和文科女性存在该刻板印象,而理科女性不存在.该结果表明理科性别刻板印象非常顽固,即使...     

风险偏好预测中的性别差异和框架效应

11 8名大学生被试在得益和损失两种任务框架下对自己、其他男性和女性的风险偏好进行了预测。结果发现 ,被试在损失框架下对各类对象风险偏好的预测均高于得益框架 ,且都高估了男性的风险偏好 ,低估了女性的风险偏好。在损失框架下 ,女性被试对各类对象的风险偏好预测高于男性的预测。研究认为 ,性别原型知识、任务框架和即时情绪共同影响被试的风险偏好预测。     

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.     

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。     

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.     

The Effects of Counterstereotypic Gender Strategies on Candidate Evaluations

Voters do not associate female candidates with feminine stereotypes, but voters also do not associate female candidates with the qualities most valued in political leaders such as experience and knowledge. Current research offers conflicting conclusions on whether female candidates benefit from breaking with feminine norms or face a backlash for being too aggressive and not likable enough. Using a series of experiments, I show how counterstereotypic gender strategies, including women emphasizing masculine trait competencies, improve evaluations of female candidates along both masculine and feminine leadership dimensions. These results offer novel insights into how female candidates can overcome perceptual deficits among voters that they lack critical masculine leadership qualities. I also show that female candidates can overcome these biases without losing on traditional feminine strengths such as warmth and likability. However, counterstereotypic female candidates can face a “likability” backlash from out‐partisan voters. These findings suggest counterstereotypes may be more beneficial for female candidates in a primary election context when voters are copartisans rather than general elections where candidates often need cross‐partisan support.     

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.     

Gendered Mental Disorders: Masculine and Feminine Stereotypes About Mental Disorders and Their Relation to Stigma

Research indicates that stereotypes can intersect. For example, the intersection of stereotypes about gender and mental disorders could result in perceptions of gendered mental disorders. In the current research, Studies 1 and 2 showed that people view specific disorders as being masculine or feminine. The masculine stereotype included antisocial personality disorder, addictions, and paraphilias. The feminine stereotype included eating disorders, histrionic personality disorder, body dysmorphia, and orgasmic disorder. In both studies, the perception of disorders as masculine was positively correlated with stigma. Study 3 showed that the positive correlation between masculinity and stigma also occurred when examining specific symptoms rather than full mental disorders. The findings provide further evidence for the intersection of stereotypes and indicate a novel factor in the understanding of stigma.     

No Doubt About It: When Doubtful Role Models Undermine Men's and Women's Math Performance Under Threat

ABSTRACT

Past work has shown that female role models are effective buffers against stereotype threat. The present research examines the boundary conditions of this role model effect. Specifically, we argue that female role models should avoid expressing doubt about their math abilities; otherwise they may cease to buffer women from stereotype threat. For men, a non-doubtful male role model should be seen as threatening, thus harming performance. A doubtful male role model, however, should be seen as non-threatening, thus allowing men to perform up to their ability in math. To test this reasoning, men and women were exposed to either an outgroup or ingroup role model who either expressed doubt or did not. Participants then took a math exam under stereotype threat conditions. As expected, doubtful ingroup role models hurt women, but helped men's performance. Outgroup role models' expressed doubt had no differential effect on performance. We also show that expressions of doubt take on a different meaning when expressed by a female rather than a male role model.     

The Interplay among Stereotypes, Performance-Avoidance Goals, and Women's Math Performance Expectations

This project was designed to examine whether and how achievement goals contribute to the effect of gender stereotypes on women's low expectancies for success on math tasks. Study 1 confirmed predictions from the Stereotyped Task Engagement Process (STEP) model (Smith, 2004) by demonstrating that, compared to a counter-stereotype situation, women reminded of the gender-stereotype endorsed performance-avoidance goals. Study 2 tested whether performance-goal adoption differed between men and women. Results showed that, compared to men, women in a stereotype salient math situation were more likely to endorse performance-avoidance achievement goals. This performance-avoidance goal adoption in turn, accounted for the negative relationship between participants' gender and performance expectations for a standardized math test.