Gender-Role Portrayals in Television Advertising Across the Globe

A lower gender equality consciousness in rural and left-behind children: a latent class analysis

Objective

School age is a critical period for the development of individual gender equality consciousness. The purpose of this study was to explore the potential classes of school-age children's gender equality consciousness, influencing factors and their differences in gender role, thus providing targeted guidance for the formulation and implementation of gender equality education strategies.

Methods

A cross-sectional survey was conducted among 1846 school-age children using the demographic information questionnaire, gender equality consciousness questionnaire and Bem Sex Role Inventory. A latent class analysis was performed to explore gender equality consciousness latent classes. Multinomial logistic regression analysis was conducted to examine the predictors of class membership, and chi-square test was used to compare the gender role of each latent class.

Results

The average age of the included 1846 participants was 10.10 ± 1.82 years old. The proportion of boy, grade 6 and living in urban area, respectively, were 50.8, 25.3, and 60.2%. The only children was 16.3% and left-behind children was 22.5%. 60.5% of all children thought their parents had a good relationship. The core family structure in all participants was 54.1%. Mothers were the caregivers of most children (63.6%). The same-sex friends more than 3 was 73.5%, while opposite-sex friends ranged from 0 to 1 was 41.7%. Three latent classes were identified and labeled "high gender equality consciousness" class (20.6%), "moderate gender equality consciousness" class (42.3%) and "low high gender equality consciousness" class (37.1%). Factors affecting the different types of school-age children's gender equality consciousness include gender, grade, caregiver, place of residence, whether they are left-behind children and parental relationship. Rural and left-behind children are more likely to enter the "low gender equality consciousness" group. Children in the "low gender equality consciousness" group had a lower proportion of androgynous gender role.

Conclusion

Rural children and left-behind children are the priority groups for gender equality education. Gender role is the important predictors and intervention targets of children's gender equality consciousness. Educators or policy makers can formulate targeted intervention measures according to the influencing factors of potential classes.

Which representations of their gender group affect men's orientation towards care? the case of parental leave-taking intentions

Men are currently underrepresented in traditionally female care-oriented (communal) engagement such as taking parental leave, whereas they are overrepresented in traditionally male (agentic) engagement such as breadwinning or leadership. We examined to what extent different prototypical representations of men affect men's self-reported parental leave-taking intentions and more generally the future they can imagine for themselves with regard to work and care roles (i.e., their possible selves). We expected prototypes of men that combine the two basic stereotype dimensions of agency and communion to increase men's communal intentions. In two experiments (N1 = 132, N2 = 233), we presented male participants with contrived newspaper articles that described the ideal man of today with varying degrees of agency and communion (between-subjects design with four conditions; combined agentic and communal vs. agentic vs. communal vs. control condition). Results of Experiment 1 were in line with the main hypothesis that especially presenting a combination of agency and communion increases men's expectations for communal engagement: As compared to a control condition, men expected more to engage in caretaking in the future, reported higher parental leave-taking intentions, and tended to expect taking longer parental leave. Experiment 2 only partially replicated these findings, namely for parental leave-taking intentions. Both experiments additionally provided initial evidence for a contrast effect in that an exclusive focus on agency also increased men's self-reported parental leave-taking intentions compared to the control condition. Yet, exclusively emphasizing communion in prototypes of men did not affect men's communal intentions, which were high to begin with. We further did not find evidence for preregistered mechanisms. We discuss conditions and explanations for the emergence of these mixed effects as well as implications for the communication of gendered norms and barriers to men's communal engagement more broadly.

Gender representation in food and beverage print advertisements found in corner stores around schools in Peru and Guatemala

Objective

The objective of this study is to assess gender representation in food and beverage print advertisements.

Results

The study follows a quantitative descriptive approach. Using a content analysis technique, we assessed the gender representation in 200 food and beverage print advertisements found in corner stores located in four areas around schools in Lima, Peru, and Guatemala City, Guatemala (100 advertisements per country). A total of 36% of the print advertisements exhibited a male main character for the case of Guatemala, while in Peru 14% of the print advertisements presented a male main character. Furthermore, in Guatemala, 22% of the main characters were male animated characters. Moreover, 27% of the print advertisements in Guatemala and 17%, in Peru were visually male-oriented. Overall, male characters appeared alongside sports references and in varied settings, whereas female characters were usually holding or consuming the product. In conclusion, although the majority of variables used to assess the representation of gender in food and beverage print advertisements were gender-neutral, those showing gender representation were mostly male-oriented. Despite its limited findings, the study provides evidence for the formulation of public policies and educational content aimed to protect children’s and adolescents’ health from the effects of food marketing.

Viewers' Perceptions of Objectified Images of Women in Alcohol Advertisements and Their Intentions to Intervene in Alcohol-Facilitated Sexual Assault Situations

Alcohol-facilitated sexual assault is a serious problem on college campuses, and bystander intervention has been shown to be a successful method in reducing sexual assaults. Although there are a number of factors associated with individuals' intentions to intervene in sexual assault situations, the media's cultural scripts that link alcohol consumption to sexual success may play a role. Alcohol advertisements, in particular, routinely portray women as sexual objects and often link alcohol consumption to sexual success; therefore, exposure to such content may be negatively associated with people's intentions to intervene in alcohol-facilitated sexual assault situations. Thus, the current study investigated if exposure to and perceptions of objectified images of women in alcoholic beverage advertisements were associated with college students' intentions to intervene in alcohol-facilitated sexual assault situations. Undergraduate college students (N = 1208) were randomly assigned to view three alcohol advertisements that either included highly-objectified or low-objectified women, and then they reported their perceptions of the women in each of the alcohol advertisements and their intentions to intervene in sexual assault situations. Hierarchical regression analyses indicated that individuals' perceptions of alcohol advertisements moderate the relationship between exposure to objectifying alcohol advertisements and intentions to intervene in sexual assault situations.

Revealing faces: Gender and cultural differences in facial prominence of selfies

An international sample of 2754 selfies uploaded to Instagram that form part of the Selfiecity (www.selfiecity.net) research project (selfies originating from Bangkok, Berlin, London, Moscow, New York, and Sao Paolo) were examined to assess the existence of facial prominence differences in depictions of males and females and the variability of facial prominence among cultures. Results show that gender stereotypical bias resulting in greater facial prominence in depictions of men is present in selfies. The control of image creation and selection for publication by the persons presented in the images do not diminish this gender based bias. Also, when gender is controlled, significant differences exist in facial prominence among different cultures. Comparisons with various socio-cultural indicators indicate possible correlations of gender stereotypical bias to self-expression values, freedom of choice, people's influence on government's decisions, protection of freedom of speech and people's influence on issues in the professional and communal environment. This research does not find a correlation of gender based bias in selfies with gender equality or inequality measures among cultures.

Can museums find male or female audiences online with YouTube?

Purpose

The purpose of this paper is to investigates if and why audience gender ratios vary between museum YouTube channels, including for museums of the same type.

Design/methodology/approach

Gender ratios were examined for public comments on YouTube videos from 50 popular museums in English-speaking nations. Terms that were more frequently used by males or females in comments were also examined for gender differences.

Findings

The ratio of female to male YouTube commenters varies almost a hundredfold between museums. Some of the difference could be explained by gendered interests in museum themes (e.g. military, art) but others were due to the topics chosen for online content and could address a gender minority audience.

Practical implications

Museums can attract new audiences online with YouTube videos that target outside their expected demographics.

Originality/value

This is the first analysis of YouTube audience gender for museums.

Video Games Exposure and Sexism in a Representative Sample of Adolescents

Research has indicated that many video games are saturated with stereotypes of women and that these contents may cultivate sexism. The purpose of this study was to assess the relationship between video game exposure and sexism for the first time in a large and representative sample. Our aim was also to measure the strength of this association when two other significant and well-studied sources of sexism, television exposure and religiosity, were also included in a multivariate model. A representative sample of 13520 French youth aged 11–19 years completed a survey measuring weekly video game and television exposure, religiosity, and sexist attitudes toward women. Controlling for gender and socioeconomic level, results showed that video game exposure and religiosity were both related to sexism. Implications of these results for future research on sexism in video games are discussed.

How Knowledge of Ancient Egyptian Women Can Influence Today's Gender Role: Does History Matter in Gender Psychology?

A gender role is a set of societal norms dictating what types of behaviors are considered desirable or appropriate for a person based on their sex. However, socially constructed gender roles can lead to equal rights between genders but also to severe disadvantages and discrimination with a remarkable variety between different countries. Based on social indicators and gender statistics, "women in the Arab region are on average more disadvantaged economically, politically, and socially than women in other regions." According to Banduras' social learning theory, we argue that profound knowledge of the historical contributions of Ancient Egyptian female pioneers in science, arts, and even in ruling Egypt as Pharaohs can improve today's gender role in Egypt and Middle Eastern countries. Therefore, this article provides an elaborate review of the gender role of women in Ancient Egypt, outlining their prominence, influence, and admiration in ancient societies, and discusses the possible psychological impact of this knowledge on today's gender role. We suggest that future empirical research should investigate how enhancing the knowledge of women from Ancient Egypt can improve today's gender role in Egypt and the Middle East. Bandura's social learning theory is outlined as a possible framework for future research.