Are Television Commercials Still Achievement Scripts for Women?

Using sport media exposure to promote gender equality: Counter-stereotypical gender perceptions and the 2019 FIFA Women’s World Cup

By relying on literature on counter-stereotypes and media contact, we investigated whether media exposure is associated with counter-stereotypical gender perceptions. Focusing on the 2019 FIFA Women’s World Cup, we recruited samples ( N = 2,228) from eight competing countries (China, France, Germany, Italy, Scotland, Spain, England, US) across three continents. We hypothesized that exposure to media coverage of the competition’s counter-stereotypical female exemplars would be associated with increased counter-stereotypical perceptions of women. Results revealed that media exposure was associated with greater communion and agency attributed to women. In turn, communion and agency were associated (negatively and positively, respectively) with attribution of stereotypically male abilities (abilities to engage in stereotypically male academic disciplines and jobs) to women compared to men. No effects emerged for perceptions of stereotypically female characteristics. Gender moderated these effects, with associations being stronger among male than among female respondents. Theoretical and practical implications of findings are discussed.

A two-nation investigation of leadership self-perceptions and motivation to lead in early adulthood: the moderating role of gender and socio-economic status

Purpose

Drawing on the social-cognitive and motivational literature of leadership, the present study examines the influence of young adults' self-perceptions of leadership on their leadership self-efficacy (LSE) and motivation to lead (MTL) in their future career. The authors further examine gender and socio-economic status (SES) as important moderators of the proposed relationships.

Design/methodology/approach

The present investigation consists of a two-study research design, based on data collected from young adult samples across two culturally different countries, namely the UK (N = 267) and Japan (N = 127).

Findings

The study presents evidence of self-perceptions of leadership influencing LSE and MTL. The results further support the mediating role of leader self-efficacy. Regarding the moderating role of gender, results in both samples showed that the effects of leader self-efficacy on MTL were stronger for males. SES was found to moderate the effects of leadership self-perceptions of negative implicit leadership theories (ILTs) on LSE in the UK sample and the effects of leadership self-perceptions of positive ILTs on LSE in the Japanese sample.

Originality/value

This study fills the gap of empirical research focused on early adulthood influences on leadership development. In particular, this study has a three-fold contribution, by, firstly, developing a conceptual model that examines the role of young adults' self-perceptions of leadership on their self-efficacy as leaders and MTL; secondly examining contingencies of the proposed relationships; and thirdly testing the conceptual model in two countries.

Exploring the effect of media images on women’s leadership self-perceptions and aspirations

Across two experimental studies, the present research explores how media images depicting counterstereotypical roles for women, compared to those that depict stereotypical roles for women, affect women’s gender role beliefs (Study 1) and responses to a leadership situation (Study 2). Study 1 predicted and found that women exposed to images depicting counterstereotypical roles subsequently reported stronger nontraditional gender role beliefs than women exposed to images depicting stereotypical roles. Study 2 then directly assessed the effect of media images of women on female participants’ self-reported responses following a leadership task. Women exposed to media images of women in counterstereotypical roles reported less negative self-perceptions and greater leadership aspirations than women exposed to images of women in stereotypical roles. Moreover, negative self-perceptions mediated the relationship between media images and leadership aspirations. Implications for increasing women’s representation in the leadership domain are discussed.