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.     

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     

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.     

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 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.     

Handedness shapes children's abstract concepts

Can children’s handedness influence how they represent abstract concepts like kindness and intelligence? Here we show that from an early age, right‐handers associate rightward space more strongly with positive ideas and leftward space with negative ideas, but the opposite is true for left‐handers. In one experiment, children indicated where on a diagram a preferred toy and a dispreferred toy should go. Right‐handers tended to assign the preferred toy to a box on the right and the dispreferred toy to a box on the left. Left‐handers showed the opposite pattern. In a second experiment, children judged which of two cartoon animals looked smarter (or dumber) or nicer (or meaner). Right‐handers attributed more positive qualities to animals on the right, but left‐handers to animals on the left. These contrasting associations between space and valence cannot be explained by exposure to language or cultural conventions, which consistently link right with good. Rather, right‐ and left‐handers implicitly associated positive valence more strongly with the side of space on which they can act more fluently with their dominant hands. Results support the body‐specificity hypothesis ( Casasanto, 2009 ), showing that children with different kinds of bodies think differently in corresponding ways.     

Stereotypes as Pseudocontingencies

We introduce a heuristic called pseudocontingencies (PCs) as an alternative account of various stereotyping phenomena. PCs give rise to the expectation that attributes are correlated based solely on asymmetries in attribute base rates. Attributes that are encountered frequently and attributes that are encountered rarely are perceived to be correlated with each other. Such differences in information densities are typical of many stereotyped targets, including the self vs. others, the in-group vs. out-groups and majority vs. minority groups. Evidence is reviewed for PCs underlying illusory correlations, confirmation biases, gender stereotypes, Simpson’s paradox, and in procedures used for implicit stereotype measurement. PCs are shown to predict specific patterns of self-enhancement and self-depreciation, the effects of intergroup contact on in-group biases and the readiness to infer stereotypes from aggregated “big-data”. Although PCs can lead to seriously flawed stereotypic expectations, they afford an efficient and possibly adaptive inference strategy.     

Stereotypes and attribution processes in a multi‐ethnic Italian province

In South Tyrol, a multi‐ethnic Italian province (Italians, Germans, Ladins) with an autonomous statute, the intergroup attributions expressed by members of the Italian group were examined (relationship: Italians vs. Germans). It was found that, while the stereotypes are more favourable to the ingroup, the attributions are more favourable to the outgroup. The implications of these results for South Tyrol and community relations are discussed. Copyright © 1999 John Wiley & Sons, Ltd.     

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.     

Measuring Stereotypes of Female Politicians

One explanation for the dearth of women in elected office is that voters stereotype candidates based on their gender. Research in this vein often assumes that female candidates will be stereotyped similarly to women (e.g., as compassionate) and measures stereotypes as such. We question this assumption, proposing instead that female politicians constitute a subtype—a new stereotypical category with its own qualities—of the broader group of women. We compare the content of female politician stereotypes to other relevant comparison groups including politicians, male politicians, and female professionals. Using a classic methodology to determine stereotype content (Katz & Braly, 1933), we find that female politicians do not share the qualities that are ascribed to women (e.g., warm, empathetic). Our results show that female politicians seem to be “losing” on male stereotypical qualities while also not having any advantage on qualities typical of women. The content of female politician stereotypes is nebulous and lacks clarity in comparison to all other groups examined. We discuss implications for the future measurement of politician stereotypes.     

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。     

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.     

The impact of informant gender on children’s endorsement of scientific and non-scientific information

By roughly 6 years of age, children acquire the stereotype that men are more competent than women in science, technology, engineering, and mathematics (STEM), potentially leading to greater trust in scientific information provided by men. This study tested whether 3- to 8-year-old children differentially endorsed conflicting information about science and toys presented by male and female informants depicted as a ‘man’ and ‘woman’ (Exp1) or ‘scientists’ (Exp2). Children were expected to endorse toy testimony from gender-matched informants; thus, the key question concerned endorsement of science testimony. In Exp1 (N = 149), boys and girls showed a same-gender informant preference for toy testimony; however, girls endorsed the male informant's testimony more for science than for toys – but only when tested by a male experimenter. In Exp2 (N = 264), boys and girls showed a same-gender preference, irrespective of content. Findings suggest that STEM-related gender stereotypes might lead girls to trust scientific information presented by men over women in certain contexts.     

Rigidity and flexibility of gender stereotypes in childhood: developmental or differential?

Previous research has shown that the early learning of male–female categories is characterized by rigid beliefs about stereotypic differences, but that once gender knowledge is well established, the beliefs become more flexible. Because most studies are cross‐sectional, it is not known if the early rigidity represents a normative transitional developmental stage that passes, or if early individual differences in rigidity continue into later childhood. To answer that question, analyses were performed on longitudinal data of 64 children who had been questioned about their gender concepts yearly from ages 5 to 10 years. Supporting a cognitive‐developmental approach, the findings showed that the period of rigidity was short‐lived whether rigidity began early or late or whether the level of peak rigidity was high or low. Copyright © 2005 John Wiley & Sons, Ltd.     

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.     

具身认知视角下软硬触觉经验对性别角色认知的影响

文章从具身隐喻的角度, 探讨了软硬触觉经验与男女性别角色认知的交互影响。实验1采用行为实验法, 考察了软硬的触觉经验对性别分类的影响; 实验2采用内隐联想范式, 探讨了男女性别角色词的加工能否激活软硬的隐喻表征; 实验3通过概念启动和知觉判断任务, 考察了性别角色词的概念加工对物体软硬知觉的影响。得出以下结论：(1)社会性别分类表征和社会性别角色表征可通过软硬进行隐喻表征; (2)性别角色词概念的加工会影响物体软硬知觉的判断, 认知判断存在具身效应。     

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.     

Views of individuals with gender dysphoria and disorders of sex development on sexism: An Iranian study

ABSTRACT

Background: Ambivalent sexist attitudes have been previously measured regarding several factors such as sex, race and religion.

Aims: In this study, we evaluated the ambivalent sexism among Iranian individuals with gender dysphoria with or without disorders of sex development (DSD).

Methods: Attitudes towards gender stereotypes were investigated using Ambivalent Sexism Inventory (ASI) among three groups of participants with varying psychosexual outcome. These groups were transpeople (N = 152, M = 25.44, SD = 6.52), people with DSD (N = 40, M = 21.2, SD = 2.24) and cisgender people (N = 195, M = 25.9, SD = 5.59).

Results: Significant differences in both types of sexism, benevolent (F (2,383) = 134.217, p < .001) and hostile (F (2,383) = 93.765, p < .001), were found between transpeople, participants with DSD and controls. While scores of transpeople and people with DSD were not significantly different from each other (p = 0.191, Cohen's d = 0.38), both groups were significantly more sexist than controls on hostile sexism (p < 0.001, Cohen's d = 1.4 and 1.1). In benevolent sexism, there were significant differences between the scores of the trans, DSD and control groups, with individuals with DSD being most sexist followed by transgender people (p < 0.001) and controls showing the least degree of sexism (p < 0.001).

Conclusion: Using the Gender Self-Socialization Model (GSSM), we propose that increased scores of ASI among individuals whose gender identity is incongruent with all or some of their physical features are attempts to attain gender typicality. This may lead to a higher degree of sexist beliefs than when all sex and gender characteristics are congruent.