Boys aggression targeted through the media with toy commercials-blog 5

As we know the media plays a big role in creating stereotypes through toy commercials, which I posted in my second blog.  The question is how does the media target boys and girls differently?  In one study I found raises the question, and a compelling argument, that the media, and the toy industry, target boys more with aggressive socialization models.  It is estimated that 2/3 of the characters portrayed on a program are male, and portrayed as more aggressive than females.

            The other interesting part of this study was how elementary school children viewed some of these commercials.  There were 103 elementary school children chosen to view 11 commercials and slides.  They also needed to rate the commercials and slides on the basis of perceived aggressiveness, stereotypic sex role behavior, and gender based appropriateness, and imagined play with toys depicted.  When the girls rated the commercials, and imagined play with the toys depicted, they said boys toys were more aggressive than boys did.  The boys rated girls toys as appropriate for girls more than girls did.  However both boys and girls rated the commercials as sex role stereotyped.  The commercials overall, that were male focused were rated more aggressive that female focused commercials.

            What is most interesting about this study is more than twice the amount of children (boys and girls) preferred to play with the aggressive toys versus the female or neutral toys.  This tells me that aggressive toys must be more desirable.

It was also interesting to find that female focused commercials were rated less aggressive than neutral toy commercials, indicating that girls play is stationary with no action involved what so ever.

            It is clear and evident that toys and the commercials add fuel to sex role stereotypes.  What is interesting is how boy’s commercials are more aggressive than girl focused commercials.  This not only tells us it is okay for boys to be aggressive, it also tells us that girls should not be aggressive.  Our society does not condone girls being aggressive, so therefor you do not really see it in toy commercials.  On the other hand, it is acceptable among society for boys to behave aggressively.  Parents condone aggression as well in boys by actually going to buy the aggressive toy depicted on the aggressive commercial.

            I have posted two videos to compare the difference in a male focused commercial, and a female focused commercial.  Note the difference in just the music alone to these two commercials.

  

References

Klinger, L. J. (2001). CHILDREN'S PERCEPTIONS OF AGGRESSIVE AND GENDER--SPECIFIC CONTENT IN TOY COMMERCIALS. Social Behavior & Personality: An International Journal, 29(1), 11.

Parents toy choices for kids: blog 4

So we should understand by now, that boys and girls, by the time they are in preschool, have acquired their own thoughts about gender.  And from my blogs, part of this association between gender and gender stereotyping come from the toys kids play with, especially toys geared toward specific genders. 

            So we know toys play a role in how kids socialize and establish gender.  The question is how do parents play a role with their own toy choice for their kids?  Do parents care if they’re little boy, or girl, play with cross gender toys?  I believe this is a broad question and would differ greatly across families, but one study I found showed how accurately preschool children, from ages 3-5 could predict their parents opinion about gender typical play and cross gender play.

            During the study the children were given a set of girls toys, and boys toys, which they could distinguish between what toys were for girls, and what toys were for boys.  The children were asked to predict what they thought their parents would say about each toy and their own choice of toy selection.  The other half of the study involved the parents’; their own views on the toys, and how they felt about gender typical play, as well as cross gender play.

            The parent responses to this study, and the children responses were completely different.  The parent responses for approval of cross gender play was a high percentage for both boys and girls, but the responses of the children, and how they thought their parents would respond to cross gender play was low, meaning that they didn’t think their parents would approve.

            The parents in this study say they rejected common stereotypes for their children, but it also shows the children believed their parents were more supportive of gender typical play toys, and less accepting of cross gender play toys. 

            The study done was a small-scale study and definitely has its limitations, but the reason why I like it is because it drives home the point that children can be products of their environment. Parents’ behaviors and viewpoints are reflected in their children, and have an impact on how a child views their own world. Whether a parent sees it or not, unconsciously they send messages about gender roles.

            The video I chose shows how preschool children view their worlds.

Freeman, N. K. (2007). Preschoolers' perceptions of gender appropriate toys and their parents' beliefs about genderized behaviors: Miscommunication, mixed messages, or hidden truths?. Early Childhood Education Journal, 34(5), 357-366. doi:10.1007/s10643-006-0123-x