Daalmans Serena, Kleemans Mariska, Sadza Anne
Behavioural Science Institute, Communication Science, Radboud University, Postbus 9104, 6500 HE Nijmegen, The Netherlands.
Sex Roles. 2017;77(5):366-378. doi: 10.1007/s11199-016-0727-6. Epub 2017 Jan 5.
The current study investigated the differences in the representation of gender on male- and female-targeted channels with regard to recognition (i.e., the actual presence of men and women) and respect (i.e., the nature of that representation or portrayal). To this end, the presence of men and women on two female- and two male-targeted Dutch channels ( = 115 programs, = 1091 persons) were compared via content analysis. The expectation that men's channels would portray a less equal and more traditional image of gender than women's channels was generally supported by the results. Regardless of genre as well as country of origin of the program, women were underrepresented on men's channels, while gender distribution on women's channels was more equal. The representation of women in terms of age and occupation was more stereotypical on men's channels than on women's channels, whereas men were represented in more contra-stereotypical ways (e.g., performing household tasks) on women's channels. Since television viewing contributes to the learning and maintenance of stereotyped perceptions, the results imply that it is important to strengthen viewers' defenses against the effects of gender stereotyping when watching gendered television channels, for instance through media literacy programs in schools.
当前的研究调查了以男性和女性为目标受众的频道在性别呈现方面的差异，涉及认可度（即男性和女性的实际出现情况）和尊重度（即这种呈现或刻画的性质）。为此，通过内容分析比较了两个以女性为目标受众的荷兰频道和两个以男性为目标受众的荷兰频道中男性和女性的出现情况（n = 115个节目，N = 1091人）。结果总体上支持了这样一种预期，即男性频道所呈现的性别形象比女性频道更不平等、更传统。无论节目类型以及原产国如何，男性频道中女性的呈现不足，而女性频道中的性别分布更为平等。在年龄和职业方面，男性频道中女性的呈现比女性频道更具刻板印象，而在女性频道中，男性的呈现方式更具反刻板印象（例如做家务）。由于观看电视有助于形成和维持刻板观念，结果表明，例如通过学校的媒体素养课程，增强观众在观看有性别倾向的电视频道时抵御性别刻板印象影响的能力非常重要。
