Gender and Form of Cereal Box Characters: Different Medium, Same Disparity

Gender and Form of Cereal Box Characters: Different Medium, Same Disparity We investigated the extent to which male characters outnumber female characters on cereal boxes, and the extent to which male and female characters are portrayed in gender stereotypical ways. Cereal boxes (N = 217) from a large grocery store in the northeastern United States were examined. Characters on the front and back of the boxes were coded for gender, species (person, animal, object), age (child/adolescent, adult), and activity level (passive/sedentary, active). Male characters outnumbered female characters by more than 2 to 1. Female characters were more likely than male characters to be depicted as people and as children/adolescents, whereas male characters were more likely than female characters to be portrayed as animals and as adults. Suggestions for further research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Gender and Form of Cereal Box Characters: Different Medium, Same Disparity

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Publisher
Springer US
Copyright
Copyright © 2008 by Springer Science+Business Media, LLC
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1007/s11199-008-9579-z
Publisher site
See Article on Publisher Site

Abstract

We investigated the extent to which male characters outnumber female characters on cereal boxes, and the extent to which male and female characters are portrayed in gender stereotypical ways. Cereal boxes (N = 217) from a large grocery store in the northeastern United States were examined. Characters on the front and back of the boxes were coded for gender, species (person, animal, object), age (child/adolescent, adult), and activity level (passive/sedentary, active). Male characters outnumbered female characters by more than 2 to 1. Female characters were more likely than male characters to be depicted as people and as children/adolescents, whereas male characters were more likely than female characters to be portrayed as animals and as adults. Suggestions for further research are discussed.

Journal

Sex RolesSpringer Journals

Published: Jan 9, 2009

References

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