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

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

GENDER STEREOTYPES 3
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;