Sex role stereotyping in Australian television advertisements

Television has attracted considerable attention in recent years because of alleged bias in its sex-role content. Studies of television in Great Britain and the United States have generally fuelled concerns that the medium presents male and female characters in traditionally stereotyped ways. Comparatively little research has focused on the way men and women are depicted in other nations' television. Such analyses contribute towards a more comprehensive account of sex role stereotyping and to cross cultural investigation. The present study examined the portrayal of male and female characters in a sample of contemporary Australian television advertisements. A sample of evening commercials was analyzed using measures developed in North American and British work. Strong evidence of differences in the presentation of male and female characters was obtained, and the differences were consistent with those reported in studies of television content in the northern hemisphere. There is little reason to suppose that this area of Australian media is changing substantially in response to public debate. The implications of possible differences between nations in terms of sex role stereotyping in commercials are discussed.     

Sex Roles in Health Storylines on Prime Time Television: A Content Analysis

This study examined the role of character gender in prime time television health portrayals. A content analysis of 1,291 health-related storylines from three spring seasons (2004–2006) of the ten most popular American television programs measured the frequency of male and female characters in prominent roles and how storylines differed with the sex of the ill or injured character. Our analyses revealed a significantly greater number of male characters. Moreover, storylines with a male ill or injured character were more serious in tone, more likely to take place in a medical setting, and had higher educational value. Proportionally, there were some similarities in storylines across the sexes, however, the absolute differences are striking and may have unfortunate effects on viewers.     

Television sex roles in the 1980s: Do viewers' sex and sex role orientation change the picture?

This study investigated viewer perceptions of female and male television characters as a result of viewer sex and sex role orientation. Young adult viewers (N=677) rated television characters and themselves using the Personal Attributes Questionnaire (PAQ). Viewers were classified as feminine, masculine, androgynous, or undifferentiated in their PAQ orientations. The television characters were four men and four women who shared the lead and a working relationship on crime action shows. Results indicated that viewers rated all the male characters as stereotypical masculine, but only one female character as stereotypical feminine. Viewer sex and sex role orientations did affect ratings. Viewer sex had a greater impact on the ratings of female characters than on the ratings of male characters. Female viewers tended to rate female characters as higher in instrumental and masculine traits than male viewers did. Results based on sex role orientation of the viewer were inconsistent across characters, but in general, undifferentiated viewers rated both male and female characters as low in expressive and instrumental traits compared to how androgynous viewers rated them. Further, a masculine sex role orientation appeared to block perception of expressive traits in both male and female characters.This research was supported in part by a University of Akron faculty research grant.     

Portrayal of body weight on children's television sitcoms: a content analysis

Television programs portray characters with idealized body types that for most viewers are unattainable. These body types have become a common source of comparison for many young viewers who evaluate their own self-worth and bodies based on the models they see on television. This study examines body weight, both in terms of frequency and portrayals, focusing on how preadolescent and adolescent characters’ bodies are presented on the sitcoms from three children's television networks. The results indicate that while children's situation comedies have relatively few overweight characters, this small percentage closely parallels national figures. Male and female characters do not differ in their distribution across weight categories. However, when character ethnicity is factored, significant shifts occur. Surprisingly, no differences were observed in the portrayal of physical and mental attributes among weight categories except in social popularity where overweight characters were not as embedded in social networks. Compared to other relevant studies, this research provides some evidence that the treatment and portrayal of overweight characters in children-targeted sitcoms is more positive, equitable, and less stereotypical than in other programming venues and that children are experiencing body type diversity in these fictional portrayals. Nonetheless, above average weight characters still suffer some social marginality and ethnic misrepresentation.     

The portrayal of men and women in U.S. television commercials: A recent content analysis and trends over 15 years

This article summarizes the content analyses of male and female portrayals in U.S. television commercials that have been published since 1971. The paper also includes the results of a content analysis of television commercials conducted on a 1985 sample. Where possible, the data from the present study are compared to the findings of previous research to illustrate trends over time. The results reveal several differences between the portrayal of men and women, but many of the gaps seem to be narrowing. Men and women now appear equally often as central characters in prime-time commercials. Although a prior study indicated a difference between male and female primary characters' use of arguments, the present data revealed no differences in this regard. A lower percentage of female than of male central characters are depicted as employed, but males are being presented in increasing numbers as spouses and parents, with no other apparent occupation. Women are still more likely than men to be seen in domestic settings, advertising products used in the home. Although the difference seems to have become smaller, women are more likely than men to be shown as users of the products they advertise. The most striking gap persists with regard to narrators. Consistent with other content analyses conducted over the past 15 years, approximately 90% of all narrators are male. The findings are discussed in terms of the potential effect of exposure to stereotyped depictions on viewers' sex role attitudes.     

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 Roles in Tween Television Programming: A Content Analysis of Two Genres

This content analysis of gender role portrayals in 49 episodes of 40 distinct United States tween television programs aired in 2011 examined two genres: teen scene (geared towards girls) and action-adventure (geared towards boys). This programming is of interest because tweens are a lucrative market, they watch more television than any other age group, and television programs are created specifically for them. Furthermore, members of this special group are in an important developmental stage in which social and intellectual schema are established and identity and gender are explored. The analysis focused on the numbers of male and female characters in both genres, and the gender role portrayals of characters in terms of appearance, behaviors, and personality characteristics in the two genres. Results show that females, compared to the U.S. population, were underrepresented in the action adventure genre, but that the gender distribution in the teen scene genre mirrored the male–female distribution in the U.S. population. Overall, compared to males, females were more attractive, more concerned about their appearance, received comments about their “looks.” Females were presented similarly in both genres. Overall, males were shown in varying levels of attractiveness, and were portrayed more stereotypically in the action adventure genre. Exploring these results through the lenses of cultivation theory and social cognitive theory shows that tween viewers could potentially develop narrow conceptions about their range of possibilities in the world.     

Aunt Jemima Isn't Keeping Up with the Energizer Bunny: Stereotyping of Animated Spokescharacters in Advertising

This study sought to examine one aspect ofstereotyping in television advertising, specifically,the use of animated spokes-characters as productrepresentatives and whether spokes-characters contribute to gender-stereotyped portrayals. Undergraduatestudents — of a variety of races and an almostequal number of men and women — identifiedmemorable spokes-characters, presumed genders, notedgender-distinguishing characteristics, and viewed programmingfeaturing commercials with spokes-characters. Hypotheseswere confirmed that participants will recall more maleanimated characters than female and that most of the spokes-characters in television advertising aremale. Using male spokes-characters reinforces thestereotypical notion that males are more important thanfemales. Such effects may be greater than those associated with other aspects of advertisinglargely because of the memorability and popularity ofanimated spokes-characters.     

Young Adults' Perceptions and Memories of a Televised Woman Hero

One hundred and thirty-nine young adults viewed one of three episodes of a television program about a female action hero titled Xena: Warrior Princess. Programs varied in portrayals of Xena's shadow, the dark but also life-preserving facet of the personality. Participants of both genders who had higher levels of traditionally masculine personality characteristics were most likely to perceive Xena as a role model. Men were more likely than women to perceive Xena as a role model when she was portrayed with very little male shadow. Story themes describing women's heroic roles involved using your mind, not the sword, as well as the value of compassion during conflicts, themes that are in keeping with traditional feminine values. The results suggest that viewer acceptance of heroic qualities in women depends on viewer characteristics as well as program themes that include valued feminine qualities. Implications for portrayals of heroic women characters are discussed.     

“Murder Me…Become a Man”: Establishing the Masculine Care Circle in Young Adult Dystopia

Young adult (YA) dystopia, a genre which is led almost exclusively by young female protagonists, has gained much scholarly attention in recent years. While most of the academic discussions focus, rightly, on portrayals of female characters and gender performance, portrayals of masculinity have failed to elicit the same scholarly response. This article argues that YA dystopia has begun to model a more inclusive, broader approach to masculine behavior by portraying male characters in nurturing positions and forming care relationships with other characters in the narrative. These relationships form a “care circle” of dependent characters, which guides how male characters approach the performance of masculinity.     

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.     

Male and female careers: Sex-role and occupational stereotypes among high school students

The present study combined two areas of research, occupational perceptions and sex-role stereotypes, in a 2 (Gender of Subject: male, female) × 2 (Gender of Character: male, Paul or David; female, Paula or Susan) × 2 (Gender of Occupation: male, doctor or lawyer; female, nurse or secretary) between-subjects factorial design. High school students rated male and female characters in traditional and nontraditional occupations on the following six personality traits: ambitious, effective, emotional, intelligent, responsible, and traditional. The main finding was that occupational stereotypes were more prevalent than sex-role stereotypes. Reasons for this outcome are discussed and the implications of the study in light of past and future research are considered.     

Developing children and multicultural attitudes: the systemic psychosocial influences of television portrayals in a multimedia society

Television can be an important medium for the teaching and learning of the developing child. This article explores how social learning theory and the cross-cultural images and portrayals on television might influence the multicultural attitudes, values, and beliefs of children.     

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.     

Maintaining the Double Standard: Portrayals of Age and Gender in Popular Films

An analysis of the top 100 domestic grossing films of 2002 found evidence of a lingering double standard for aging female and male characters. Overall, major male characters outnumbered major female characters (73% vs. 27%); the majority of male characters were in their 30s and 40s, and the majority of female characters were in their 20s and 30s. Both women and men in their 60s and older were dramatically underrepresented compared to their representation in the US population. For male characters, leadership and occupational power increased with age. Men in their 40s, 50s, and 60s were more likely to play leadership roles and wield occupational power than were their female counterparts. As female characters aged, they were less likely to have goals.     

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。     

Men,Muscles, and Machismo: The Relationship Between Television Violence Exposure and Aggression and Hostility in the Presence of Hypermasculinity

This study examined the effects of exposure to television programming that contains both violent actions and macho portrayals of male characters on subsequent self-reports of aggression and hostility. Experimental results showed that those exposed to a violent and hypermasculine television program had a larger increase in reports of aggression and hostility compared to those exposed to a nonviolent, hypermasculine television program. Self-reports of higher levels of hypermasculinity prior to exposure led to larger increases in aggression and hostility after exposure. Predicted interactions between exposure to the stimulus and prior hypermasculinity occurred for many of the aggression/hostility dimensions. The theory of neo-associationism and priming is discussed to explain the patterns of results.     

Workaholism,sex, and sex role stereotyping among female professionals

This paper examines the relationship between workaholism, sex, and sex role orientation among professionals. The sample consisted of 86 male and 106 female attorneys, physicians, and psychologists/therapists. Results indicated a significant relationship between sex and sex role stereotyping. Among females, workaholics were grouped exclusively in the sex role categories masculine and androgynous. Implications for counseling include increasing awareness of changing sex role attitudes among professional women and possible role conflict that can occur from integration of work and family.     

THE DIMENSIONAL STRUCTURE OF CHILDREN'S PERCEPTIONS OF TELEVISION CHARACTERS: A REPLICATION

This study was an attempt to replicate and extend the findings of previous research which explored the cognitive dimensions used by children to differentiate television characters. Results indicate that humor remains the primary attribute that children use to differentiate television characters, although this characteristic does not seem to be important in children's modeling decisions. Attractiveness and activity remain secondary attributes but also discriminate between male and female children in predicting identification with the characters. These findings are similar to those of the original study. Sex represents an additional important attribute for both sexes in differentiating the characters but is important only for female decisions about which characters are appropriate role models.