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Gender Role Stereotypes in Toy Commercials: A Two-Country Comparison Based on the Level of Gender Equality
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

A sample of 383 toy commercials aired on Nickelodeon Sverige were coded over the duration of two weeks concerning the type of toy, gender portrayal, number of children of both gender, the dominant kind of interaction, the dominant kind of setting and gender orientation. The results were then compared with findings from a previous study conducted in the United States that used the same method to determine a possible relationship between the way the commercials were designed and the two countries' levels of gender equality. In Sweden, the much more gender equal country according to Hofstede's dimension of masculinity/femininity, most commercials featured children of both gender and stereotype usage way more rare than in the United States where also most commercials only showed solely girls or solely boys. Judging from these findings a relationship could therefore be found.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Gender role stereotypes, toy commercials, gender equality
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-39559OAI: oai:DiVA.org:mdh-39559DiVA, id: diva2:1213670
Subject / course
Business Administration
Presentation
(English)
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-05 Last updated: 2018-06-18Bibliographically approved

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fulltext(888 kB)11 downloads
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File name FULLTEXT01.pdfFile size 888 kBChecksum SHA-512
89a0588b4a42e5e6e418667065b9431c6e4e9a1c60119e96317d537d19ec743404eab196e5c4fb92faf4d80c28f70594f2994601bfbedcbaa533d044dc4f7aea
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf