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Sex Roles (2010) 62:830847 DOI 10.1007/s11199-009-9653-1
ORIGINAL ARTICLE
Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials
Susan G. Kahlenberg & Michelle M. Hein
Published online: 10 June 2009# Springer Science + Business Media, LLC 2009
Abstract A content analysis was conducted to examine gender-role stereotypes in toy commercials airing during the after-school hours in October, 2004, on the U.S. Nickelodeon network. The sample included 455 toy commercials, which were analyzed for the type of toy, number of identifiable boys and girls, gender portrayal, gender orientation, age of children, type of interaction, setting, and color of setting. The majority of girl and boy characters were featured in gender-specific toy commercials, and there were more identifiable girls than boys. Almost one-half of the characters were children (6-to-10-years old) who predominantly played indoors, in mixed colored settings, and engaged in cooperative play. Boys were more likely than girls to be shown outdoors and playing competitively.
Keywords Stereotypes . Gender . Toys . Nickelodeon . Commercials
Introduction
The following content analysis examines gender-role stereotypes in toy commercials. Its purpose is to determine whether toy commercials promulgate traditional gender-role stereotypes to children who are in the formative stages of developing gender schemas, identities, and values. Over the years, gender-role stereotypes have been a mainstay in television commercials, with characterizations and images often highlighting and exacerbating differences among girls and boys (Bakir et al. 2008). Specifically, we surmise that through the socialization process and long-term exposure to
television programming, children are enculturated to develop a preference for toys that are designed, packaged, and marketed to be commensurate with their masculine or feminine identities. As toys represent ideologies of our culture and are instrumental to childrens play, we wanted to determine how toys were marketed to children in relation to gender-roles. Consequently, future research studies could accurately ascertain how exposure to toy commercials may influence childrens imaginations, play, fantasy beliefs, and aspired social roles (Richardson and Simpson 1982; Sutton-Smith 1986).
The sample for this content analysis consists of 455 toy commercials from the U.S. Nickelodeon Network. This network has an astute marketing and programmatic orientation which reflects all-kids, all the time (Pecora 2004), touting itself as providing around-the-clock TV programming specifically geared to youth that promotes tolerance, diversity, and respect (Sandler 2004)....