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Gender Jenga: The role of advertising in gender stereotypes within educational and non-educational games

(2013) Gender Jenga: The role of advertising in gender stereotypes within educational and non-educational games. Young Consumers , 14 (3) pp. 216-229. 10.1108/YC-11-2012-00324.

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Abstract

The study which this paper documents aimed to test nine hypotheses through the use of content analysis of gender stereotypes within the advertising of educational/non-educational children's games. A total of 130 UK adverts, fitting the time period of 1970-2011, were used. Then 17 dimensions of each advertisement were coded and chi-squared analyses were carried out. Additional comparisons were carried out examining differences in pre-1990 and post-1990 adverts, age and game categories. Nine hypotheses were tested and most were supported, including: males being shown as the main characters in educational adverts compared to non-educational adverts; gender stereotypes occurring within advertising - adverts aimed at males consisted of males being the main characters, female-orientated adverts consisted of females presenting the majority of adverts; and young males were displayed alone whereas females were either alone or supervised by another female. This study is possibly the first to conduct a thorough content analysis of television advertisements for games aimed at children. It reveals the amount of stereotyping found in general advertisements aimed at adults in many western countries. © 2013, Emerald Group Publishing Limited

Type: Article
Title: Gender Jenga: The role of advertising in gender stereotypes within educational and non-educational games
DOI: 10.1108/YC-11-2012-00324
UCL classification: UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > Clinical, Edu and Hlth Psychology
URI: http://discovery.ucl.ac.uk/id/eprint/1418805
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