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.
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