The Effects of Gender Stereotypes on the Development of Gender Identity and Role Awareness in Children

This article explores the impact of gender stereotypes on the development of gender identity in children. It discusses the role of education, advertisement, and media in shaping gender roles and behaviors. The study also examines the influence of toys and television programs on children's preferences and perceptions of gender. The findings highlight the need to challenge and redefine traditional gender stereotypes to promote gender equality and inclusivity.

Running head: GENDER STEREOTYPES 1
The Effects of Gender Stereotypes on the Development of Gender Identity and Role Awareness
in Children
NAME
COURSE
UNIVERSITY/AFFILIATION

GENDER STEREOTYPES 2
Literature: Examination of gender-role portrayals in television advertising across seven
countries. Retrieved from: https://link.springer.com/article/10.1007/s11199-010-9850-y
Introduction
Gender development in children has been an area of concern not limited to researchers,
but also media as well as magazines. Hence, there are many views and perspectives regarding
gender development. Today, parents are experiencing some difficulties in shaping their children
behavior since there are many external factors that contribute vastly towards gender development
(Smith, Pieper, Granados & Choueiti, 2010). The following are some of the factors that have
played some vital roles in gender identity; education, advertisement and marketing. Regarding
education, the gap between male and female has been increasing day in day out despite the
efforts that has been put in place by teachers. For example, recent research has revealed that
Mathematics has influenced gender differences especially in secondary schools (Cvencek,
Meltzoff & Greenwald, 2011). Boys perform better in Mathematics, hence pursuing related
courses such as Actuarial science. On the other hand, advertisement has also played vital roles in
gender identity as products such as toys and clothes have been designed differently for girls and
boys (Prieler, Kohlbacher, Hagiwara, & Arima, 2011). The main aim of this paper is to explain
the effects of gender stereotypes on development of gender identity in children.
Definition:
Sex-role development: It can be defined as behaviors that are acceptable for individuals based on
their sex.
Gender Identity: A person’s feeling of his/her own gender (Bauerband & Galupo, 2014).
Discussion

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Many researchers have focused on gender stereotypes. They all agree that advertisement
have played important roles in gender development. Also, there are many sex-type behaviors.
First and foremost, Zotos & Grau (2016) argues that gender stereotype has influenced gender
development. They further argues that women stereotype has been an area of great concern to
many scholars over the recent years. Stereotypes can restrict people from utilizing new
opportunities as well as carrying out specific activities (Zotos & Grau, 2016). In Chinese
advertisement, men and women are represented by occupational roles and decorative roles
respectively. Women are viewed as subordinate, therefore; they are not supposed to perform
stronger roles. Also, Grau & Zotos (2016) argues that traditional roles of men such as
‘breadwinner’ have played some important roles in advertisement, hence influencing gender
development in children. For example, girls like products that are decorated and brightly colored.
Hence, preparing them for decorative roles (Zotos & Grau, 2016).
Other than Grau & Zotos (2016), Das (2011) also argues that advertisement has
influenced sex roles. However, he has focused on Indian television. In advertisements, women
are depicted as housewives, hence their roles include preparing food, washing clothes and
cleaning the house. Besides, they are also found in advertisements related to domestic products.
On the contrary, men are depicted in technical advertisements. Hence, their roles include the
following; driving and repairing vehicles. Regarding gender identity development, children try to
participate in different activities basing on what they have observed (Das, 2011). For example,
girls can imitate women roles by preparing food, cleaning the compound and washing dishes
while boys can imitate men’s roles such as driving and maintenance of motor vehicles. Other
than products, gender development is also enhanced by voiceovers. Male voiceovers are used
widely in Spain and Britain. Moreover, women are depicted mostly as product users. In Japan,

GENDER STEREOTYPES 4
women are depicted as young celebrities in advertisements while men are depicted as middle-
aged (Das, 2011).
Still on advertisement, different ways in which toys are depicted have influenced
children’s preference. Jadva, Hines & Golombok (2010) argues that object features, for example,
shape influences children interests. In TV advertisements, men are depicted as drivers as well as
mechanical engineers. The same applies to toys preference whereby boys prefer cars while girls
prefer dolls. Children’s preference on different types of toys does not depend on some of the
product features not limited to shape and color. Also, children’s age is not a determining factor
of product preference (Jadva et al., 2010). There are some situations whereby boys develop
interest on dolls especially during their early stages of gender development. However, their
preference changes when they are exposed to external factors not only limited to advertisements,
but also movies. Action movies depicts men fighting with weapons such as guns, hence boys are
influenced to play with weapon toys. These preferences can be explained well by theories such
as social learning which involves imitation. Children imitate characters of their parents as well as
movie actors through observation. Some of the product features such as color also affects
children’s preferences when the products are homogenous. Boys prefer brown color while girls
prefer bright pink. However, color preference is influenced by children’s age (Jadva et al., 2010).
Furthermore, England, Descartes & Collier-Meek (2011) focuses on the role of Disney
Princess line in gender development. The beast is one of the films of Disney princess alongside
other marketable products. The female actors in this films perform domestic duties such as
washing utensils and preparing meals. Hence, these movies have greater effects on gender
development in children. They are advertised regularly, thus children have greater chances of
watching them (England et al., 2011). Some of the characteristics of the prince include;

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physically strong and assertive. Besides, prince is also unemotional, hence he doesn’t fear any
danger even if it may lead to death or serious injuries. Moreover, the prince is also depicted as
independent, hence makes his own decisions without consulting anybody. In addition, he is
depicted as brave as he performs rescue operations as well as exhibiting effective leadership
skills. He is also depicted as a greater leader. Other characteristics of prince include; athletic and
gives advice (England et al., 2011). In contrast, princess is depicted as physically weak, hence
she is not able to defend herself. Other than physically weak, she is also submissive, hence she is
seen as very obedient. Other characters of princes include; tentative, troublesome, collapse
crying and victim. Hence, these films play important roles in gender development as boys try to
imitate male roles while girls try to imitate female roles (England et al., 2011).
Moreover, Long et al. (2010) also suggests that media such as television programs have
contributed to gender development among children. In the United States, men have dominated
the field of engineering as depicted from television programs. Hence, female students are
discouraged from pursuing engineering courses. However, there are some engineering
advertisements involving female scientists. These advertisements impact negatively on female
students as they focus on some of the challenges that women have encountered in scientific field.
(Long et al., 2010). Also, these advertisements depicts women as physically weak, hence they
are not able to carry out scientific duties effectively. Regarding gender development, male
scientists are depicted as independent on TV shows, hence they are autonomous in nature. They
make their own decisions and it becomes difficult for them to accept other scientists’ ideas.
Other than independent, they are also depicted as athletic. In contrast, female scientists are
showed as dependent and romantic. Hence, they depend on others while making decisions. In
addition, they are also caring. They tend to show concern to their fellow scientists when they

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have problems. Therefore, children can learn about sex-gender roles from these television shows
that in turn contributes to gender development (Long et al., 2010).
Also, Paek, Nelson & Vilela (2011) supports the fact that advertisement has influenced
gender development in children over the recent years. They argued that women are depicted as
subordinate, hence depended on men or their fellow female counterparts. In contrast, men have
authority. Hence, they can make better decisions and lead others effectively as compared to
women. Moreover, men are depicted with better leadership skills not limited to communication
and problem solving skills (Paek et al., 2011). In most advertisements, women are represented as
sex-objects in many countries such as India. Furthermore, men are found in many advertisements
related to sports activities while women are involved in products related to beauty and
decorations. Women are showed in advertisement related to cleaning detergents and cooking.
Therefore, girls are aware that their main responsibility is to perform house chores (Paek et al.,
2011).
There are some stereotypes that have remained unchanged up-to-date. For instance,
personal traits have remained intact. Men have remained to be self-confident. Also, they are
aggressive. On the other hand, women have remained to be caring. For instance, they ensure that
their children have all the materials that are required in their respective schools (Zosuls, Miller,
Ruble, Martin & Fabes, 2011). Besides, they ensure that children have taken balanced diet, hence
they have good health. Apart from personal traits, physical appearance of men and women have
also remained unchanged. For example, women are graceful. They have also maintained their
dressing code. In contrary, men have remained to be muscular. Hence performing activities that
requires physical strength. Other than appearance, domestic behavior has also been firmly rooted
in our culture. Women still perform house chores such as cooking. They also keep the house

GENDER STEREOTYPES 7
clean. On the other hand, men ensures that they have repaired car (Halim, Ruble & Amodio,
2011).
However, Kim Possible is one of the media that break stereotype portrayals. Stereotypes
have changed greatly. Initially, men were associated with leadership as the society believed that
they had better leadership skills as compared to women (Bleakley, Jamieson & Romer, 2012).
However, the situation has changed greatly since women have been considered in leadership
positions across the globe. Currently, women have been given equal chances to compete with
men. Also, the community has changed its perspective that women are not intelligent. Hence,
women can participate in important decision making process and solving conflicts. Women
movements have been fighting for equality all over the world (Eisend, 2010). Moreover,
stereotypes have also changed in the field of education. Initially, courses such as engineering
were associated with men. Nowadays, there are many women who have pursued engineering
courses worldwide. Moreover, financial roles were associated with men in early 1980’s.
However, the situation has changed and in 2014 most of the women worked as accountants and
were able to make informed decisions basing on financial analysis. These changes have not been
experienced in all the countries. For instance, research has shown that gender stereotypes in the
U.S. have remained unchanged for more than 30years (Eisend, 2010).
Stereotypes in TV shows such as Sesame Street have also changed drastically. Initially,
men dominated the show. However, the situation has changed and both men and women are
represented Female attributes are depicted as pink coloration and needs security. Also, they are
very emotional as compared to men. In contrast, men are depicted as blue coloration. Also, they
are adventurous and active (Mares & Pan, (2013). Also, male and female are depicted as
performing different tasks in Sesame Street. Secretary and care provider are some of the roles of

GENDER STEREOTYPES 8
women. However, the following are some of the men’s roles; doctor and protection. Today, this
show has undergone some changes as it has received criticisms across the globe. Nowadays,
female roles can be depicted as business executive (Fisch, 2014). However, gender roles are
different in Kim Possible educational shows. Male actors such as Ron exhibit feminine
characteristics such as cooking while female actors such as Kim exhibit masculine characteristics
such as courageous. Kim is also independent and makes her own decisions. On the other hand,
Ron doesn’t like sports. Other than cooking, he also like cleaning the house and washing utensils
while Kim exhibit both masculine and feminine characteristics.
Conclusion
In conclusion, this paper has explained about the effects of gender stereotypes on gender
development. In advertisements, women are depicted as housewives, hence their roles are
associated with preparing food, washing clothes and cleaning the house. Besides, women are also
found in advertisements related to domestic products. On the other hand, men are depicted in
technical advertisements. Hence, their roles are associated with engineering and driving among
others. Thus, girls can imitate women roles by preparing food, cleaning the compound and
washing dishes while boys can imitate men’s roles such as driving and maintenance of motor
vehicles. However, sex-roles have changed drastically. Nowadays, there are many women who
have pursued engineering courses. Moreover, financial roles were associated to men in early
1980’s. However, the situation has changed and in 2014 most of the women worked as
accountants and were able to make informed decisions basing on financial analysis.

GENDER STEREOTYPES 9
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