Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials

Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials A content analysis was conducted to examine gender-role stereotypes in toy commercials airing during the after-school hours in October, 2004, on the U.S. Nickelodeon network. The sample included 455 toy commercials, which were analyzed for the type of toy, number of identifiable boys and girls, gender portrayal, gender orientation, age of children, type of interaction, setting, and color of setting. The majority of girl and boy characters were featured in gender-specific toy commercials, and there were more identifiable girls than boys. Almost one-half of the characters were children (6-to-10-years old) who predominantly played indoors, in mixed colored settings, and engaged in cooperative play. Boys were more likely than girls to be shown outdoors and playing competitively. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials

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Publisher
Springer US
Copyright
Copyright © 2009 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/s11199-009-9653-1
Publisher site
See Article on Publisher Site

Abstract

A content analysis was conducted to examine gender-role stereotypes in toy commercials airing during the after-school hours in October, 2004, on the U.S. Nickelodeon network. The sample included 455 toy commercials, which were analyzed for the type of toy, number of identifiable boys and girls, gender portrayal, gender orientation, age of children, type of interaction, setting, and color of setting. The majority of girl and boy characters were featured in gender-specific toy commercials, and there were more identifiable girls than boys. Almost one-half of the characters were children (6-to-10-years old) who predominantly played indoors, in mixed colored settings, and engaged in cooperative play. Boys were more likely than girls to be shown outdoors and playing competitively.

Journal

Sex RolesSpringer Journals

Published: Jun 10, 2009

References

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