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.
Sex Roles – Springer Journals
Published: Jan 9, 2009
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera