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.     

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 Stereotyping in Children's Reports About Educational and Informational Television Programs

Children in the 2nd through 6th grade wrote reports about their favorite educational and informational television programs, and the reports were examined for the presence of gender stereotypes. Children's written reports contained more male than female characters, more male than female pronouns, and more masculine than feminine behaviors. Effects were most pronounced for boys. Over time, preadolescent girls showed a greater preference for educational programs that featured female lead characters, and the girls used more feminine pronouns, behaviors, and expressed a greater range of feelings in their writings about their favorite programs. Girls and boys, however, were more likely to report masculine behaviors for male and female characters. Moreover, gender-stereotyping effects were eliminated for boys who selected a favorite program featuring an adventurous female lead character. Although memories of educational television programs are often gender stereotyped, a few nontraditional programs can drench the audience, providing nontraditional images and models for those who search for them.     

Do Boys and Girls Act Differently in the Classroom? A Content Analysis of Student Characters in Educational Psychology Textbooks

Previous research on gender stereotyping in textbooks has focused primarily on pictures used in texts. However, many textbooks also use scenarios, with fictional characters, as pedagogical devices. Student characters in educational psychology textbooks were analyzed for potential gender stereotypes. Results revealed that male characters were depicted with negative masculine traits, such as aggression, significantly more often than were female characters. However, no differences were found for positive masculine traits or for feminine traits. Male characters were also portrayed as engaging in stereotypically masculine activities significantly more often than female characters, although no difference was found in science activity as a function of gender. The findings are discussed in terms of possible influence on preservice teachers who are the primary readers of educational psychology textbooks.     

Television and Sex-Role Stereotyping1

The possible influence of television on sex-stereotyped behavior was investigated in three studies. In Study I the portrayal of male and female central characters on children's Saturday morning television programs was examined, and a number of differences consistent with current sex-role stereotypes were found. Males and females were portrayed in different roles, they manifested different behaviors, and their behaviors were followed by different consequences. In addition, male characters were more frequent than females, and they exhibited higher rates of behavior. Similar differences in the portrayal of males and females in the commercial announcements accompanying these programs were found in Study II. The sexes differed in their frequency of appearance, their location, their roles, their expertise, and the consequences of their behavior. In Study III the effects on children's behavior of exposure to sex-stereotyped vs. non-stereotyped behavior by adult televised models were examined. It was found that children manifested greater imitation and recall for the behavior of a same-sex model with the result that boys exposed to “stereotyped” behavior by a male and female model manifested and recalled relatively more “masculine” behavior than those exposed to “non-stereotyped” behavior, while the opposite trend obtained for girls. Implications of these three studies for television's contribution to sex-stereotyped behavior are discussed.     

Gender stereotyping in television advertisements: a study of French and Danish television

Two similar, but not identical, content analyses of the portrayals of men and women in French and Danish television advertisements are reported. By partially replicating and extending past investigations conducted in America, Australia, Britain, Hong Kong, Indonesia, Italy, Kenya, and New Zealand, it was predicted that there would be more gender stereotyping in French television advertisements and less gender stereotyping in Danish television advertisements. In the first study, 165 French television advertisements were analyzed by following established coding categories (A. Furnham & E. Skae, 1997; L. Z. McArthur & B. G. Resko, 1975). Contrary to prediction, the results showed that traditional gender role portrayal on French television was no different from that found in other countries. Separate statistical analyses were carried out for visually versus aurally classified central figures, yet this yielded relatively few significant differences. In the second study, a sample of 151 Danish advertisements was analyzed; results showed that Danish television was generally less gender stereotypic than French television in its portrayal of women. Exactly half (5) of the coding categories showed significant differences. Finally, an international statistical comparison between these two studies and similar research in Australia, Britain, and Italy was carried out. The methodological implications of these results are discussed as well as the theoretical issues arising from other studies of this sort.     

Television Situation Comedies: Male Weight,Negative References,and Audience Reactions

In a content analysis of 27 different prime-time television situation comedies, we examined the body weights of 75 central male characters (97% White, 3% Black), the negative references these male characters received about their body shape/weight from female characters, the negative references male characters made about themselves, and the audience reactions (e.g., laughter) to the negative references. It was found that (a) above-average weight males were underrepresented in the programs compared to the general population; (b) the heavier the male character, the more negative references he made about his own body shape/weight; and (c) his negative comments about himself were significantly associated with audience reactions. No relationship was found between the body weight of male characters and negative references from female characters. These findings are contrasted with previous research that examined these variables associated with female characters.     

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.     

Gender Representation in Philippine Television Advertisements

This study analyzed 254 unduplicated primetime Philippine television advertisements from 2010 for differences in gender representation. Two coders independently coded the entire sample and achieved an intercoder reliability of greater than .700 for each reported variable. The findings are based on chi-square analyses and indicate a high prevalence of gender differences and stereotypes in Philippine television advertisements. For example, more males were shown in the workplace (17.9 % vs. 7.4 %), whereas more females were shown at home (45.9 % vs. 24.5 %); males were generally fully clothed (88.7 % vs. 44.6 %), whereas females were often suggestively dressed (52.7 % vs. 6.6 %); more males than females delivered voiceovers (46.1 % vs. 35.0 %); and product categories were stereotypically associated with gender. The only exception to these traditional, stereotypical gender portrayals was the predominance of female primary characters in television advertisements (58.3 % vs. 41.7 %). Overall, such stereotypical portrayals do not accurately reflect Philippine society, which is considered to be one of the most egalitarian Asian societies with regard to gender. By analyzing Philippine television advertisements, this study intends to close a gap in the still under-researched area of gender representation in developing countries, which could provide a more complete picture of this topic from an international perspective. The similarities and differences between this research and previous studies on this topic in developing and developed countries are examined. The possible effects of such representation on audiences are discussed based on social cognitive theory and cultivation theory.     

Men and Women in Indian Magazine Advertisements: A Preliminary Report

Studies from developed nations indicate that women are generally portrayed in advertisements as homemakers, dependent on men, and sex objects while men are portrayed as dominant, authoritative figures. However, very few researchers have examined role portrayals in ads from developing countries. This study examined the portrayal of women and men in Indian magazine ads. Over 1,100 magazine ads from a wide range of magazines in 1987, 1990, and 1994 were examined. Results indicate that although the portrayals of women and men in Indian magazine ads have changed over the period, they are still portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem to be influenced by the nature of the product being advertised. Similarities and differences between role portrayals in Indian magazine ads and those from other nations are also discussed.

     

The Gender-Role Content of Children's Favorite Television Programs and Its Links to Their Gender-Related Perceptions

Two studies were conducted to (a) examine the gender-role stereotypical, counterstereotypical, and gender-neutral messages contained in a sample of first- and second-grade children's favorite television programs; and (b) to link the results of the content analysis to the children's gender-role values and interpersonal attraction to same- and opposite-gender television characters while the content analysis showed that there was a great deal of gender neutrality in the programs the children preferred. However, as predicted, male characters were still more likely than female characters to answer questions, boss or order others, show ingenuity, achieve a goal, and eat. The results of the survey showed that preference for stereotypical content predicted boys' valuing hard work and humor. In addition, for girls preference for male stereotypical and male counterstereotypical content negatively predicted interpersonal attraction to female characters, whereas preference for female counterstereotypical and gender-neutral content positively predicted interpersonal attraction to female characters. For boys preference for female counterstereotypical content positively predicted interpersonal attraction to male characters.     

Appraising gender role portrayals in TV commercials

The Bem Sex-Role Inventory (BSRI) was used to appraise the gender role orientations of characters appearing in prime-time television advertisements. Four hundred twenty-six college students (primarily Caucasian) rated major ad characters on the BSRI and provided perceptual judgments about the character and ad presentation. The confirmatory analysis of the psychometric properties of the BSRI indicated the appropriateness of the scale for self- and person-perception ratings. BSRI Femininity and Masculinity subscale scores for the ad characters were analyzed as continuous variables. Counterstereotypic female characters had significantly higher Masculinity scores than stereotypic female characters and counterstereotypic male characters had significantly higher Femininity scores than stereotypic male characters. The BSRI was also a significant predictor of character and ad perceptions. A new direction for gender role research is presented.     

Television Situation Comedies: Female Weight,Male Negative Comments,and Audience Reactions

A content analysis of 18 prime-time television situation comedies (two episodes each) examined the body weights of 37 central female characters (92% White, 8% Black), the negative comments they received from male characters about their weight or bodies, and the audience reactions (e.g., laughter) following the negative comments. It was found that (a) below-average weight females were overrepresented in the programs, (b) the heavier the female character, the significantly more negative comments were made about or to her, and (c) negative comments were significantly associated with audience reactions. These results indicate that situation comedies present males making derogatory remarks about heavier women's weights and bodies, with this behavior being reinforced by audience laughter. This combination of thinness modeling and vicarious reinforcement likely contributes to the internalization of gender and weight stereotypes which deleteriously affect the health of female adolescents.     

Caught Between East and West? Portrayals of Gender in Bulgarian Television Advertisements

This study conducted a content analysis of Bulgarian television advertisements in 2004 to examine the prevailing portrayals of gender in the media environment of the postcommunist, consumer-based Bulgarian society. The study addressed the research questions of how gender was depicted in Bulgarian advertising and what possible social implications these gender portrayals can be for explaining gender relations in postcommunist societies. In examining a sample of 127 ads, the study found that content was highly stereotyped, portraying women in depending roles and in sexually suggestive appearance, similar to results from other European studies. Observations are made about the differences between the current study and previous sex roles studies, recognizing the specific cultural environment in Bulgaria.     

When Men Divulge: Portrayals of Men's Self-Disclosure in Prime Time Situation Comedies

The media have been widely criticized for promoting unhealthy images of masculinity. To better understand how men are portrayed on television, we analyzed male characters' self-disclosures on television. From the 11 most highly rated situation comedies, 1,320 min of programming were examined, in which 328 incidents of self-disclosure were identified. Results indicated that male characters disclosed an average of once every 4.08 min (5.96 times per 24-min episode), disclosed more often to male than to female characters, and expressed negative emotions more frequently to male than to female characters. Male characters self-disclosed freely and comfortably, and they were moderately emotionally expressive and personally revealing. They typically received somewhat favorable responses from others to their disclosures. However, the demographic characteristics of the characters failed to represent the diversity of U.S. society. Potential implications for television and society are discussed, and directions for future research are suggested.     

The Effects of Fear of AIDS and Gender on Responses to Fear-Arousing Condom Advertisements

The effects of message fear arousal, fear of AIDS, and gender on attitudinal responses to condom advertisements were tested in a laboratory experiment. Ninety-five male and 96 female college students, previously assessed for fear of getting AIDS, rated the effectiveness of 1 of 4 high-fear or 4 low-fear condom ads in motivating them to buy the product. Contrary to prediction, the high-fear condom ads did not significantly differ from low-fear ads in effectiveness. The prediction that subjects' fear of AIDS would interact with ad fear level was also not supported. However, subjects with a high fear of getting AIDS viewed ads as more effective than did low-fear subjects. As predicted, male subjects viewed ads as more effective than did women. Results support the health belief model's tenet that a sense of vulnerability facilitates acceptance of a message. Implications of the results for condom use promotion in AIDS prevention materials are discussed.     

Gender differences in advertising response and self-consciousness variables

This study assesses gender differences in self-consciousness traits and advertising responses across a sample of adult Americans. The results indicate that there are gender differences in public self-consciousness and social anxiety, with the effects particularly pronounced for younger females. Younger females also recalled more television commercials than other male and female groups. The social implications of these findings are considered.     

Gender Stereotypes in Educational Software for Young Children

Children are increasingly being exposed to educational technology at school. In response to this, the International Society for Technology in Education (ISTE) drafted a set of technology standards for teachers (ISTE, 2002) that specifically states that teachers should empower all students and support diversity. This content analysis of educational software for preschoolers was designed to look at gender representations and stereotyping. The results demonstrated significantly more male characters than female characters in preschool educational software, which makes it difficult for teachers to address gender diversity and suggests that girls are not as valued as boys are. Male characters were also more likely than female characters to exhibit several masculine-stereotypical traits. In addition, female characters more than male characters exhibited counterstereotypical behaviors, yet were more gender stereotyped in appearance.     

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.     

Gender and Racial Stereotypes in Daily Newspaper Comics: A Time-Honored Tradition?

This study was designed to examine gender and minority roles in daily newspaper comics. Fifty comics from four daily newspapers were sampled during a month-long period. Gender roles were found to be stereotypical; women were underrepresented, more likely than men to be married and have children, and not as likely as men to have a job. More attention was paid to women's appearance, and female characters, when they did work, had lower job status than did male characters. Activities and behaviors were also divided along gender lines. Female characters did more of the domestic work such as child care and household chores, and male characters did more yard work. Female characters were more verbally aggressive, and most of the physical aggression was confined to “adult dramas” where men dominated. Minorities were basically nonexistent, save for a few strips that included or focused upon African Americans.