Traditionally and Narrowly Defined: Gender Portrayals in Television Programming Targeting Babies and Toddlers

Gender Depictions in TV Advertising in the Gulf

“…Most of the research on gender portrayal has been content analyses of advertisements including comparative designs (e.g., Matthes et al, 2016) and on various formats such as print advertisements (Ford et al, 2013;Shinoda et al, 2021;Tartaglia & Rollero, 2015) television advertisements (Fowler & Thomas, 2015;Furnham & Farragher, 2000;Kang & Hust, 2022;Kitsa & Mudra, 2020;Knoll et al, 2011;Paek, Nelson & Vilela, 2011;Verhellen Dens & de Pelsmacker, 2014), and to a lesser extent on video games (Summers & Miller, 2014), online advertisements (Aramendia-Muneta et al, 2020;Plakoyiannaki et al, 2008;Roth-Cohen et al, 2022), films (Harriger et al, 2021;Shawcroft et al, 2022), animated GIFs (Alvarez et al, 2021), and social media (Doring et al, 2016;Van Oosten et al, 2017).…”

“…Women in Ukrainian TV commercials were mainly portrayed as households, nurses, guardians, servants, or as decoration to powerful men, although the roles of women in society have changed (Kitsa & Mudra, 2020). Most recently, stereotypical gender portrayals have been found to persist even in television programming aimed at babies and toddlers (Kang & Hust, 2022). Although research has focused substantially on content analyses of gender role portrayal in advertisements across countries, there is hardly any research on the topic in the context of the Middle East.…”

Gender differences in unsafety perception and precautionary behaviour among adolescents: Case study of a small peripheral town in Slovakia

“…From a young age, girls are socialised differently to boys, which leads to a belief in their own vulnerability and inability to face potential threats in public spaces. Parents and peers are the most important contributors to gendered socialisation (Kågesten et al, 2016), but educational institutions (Bhattacharjee, 2021;Chen & Rao, 2011), the media (Kang & Hust, 2022), and gender-typed marketing (Lipowska & Łada-Maśko, 2021) are also important. A study by Endendijk (2022) conducted in the Netherlands showed that subtle gender-based expressions by parents based on the infant's sex exist as early as birth announcement cards.…”