GENDER SOCIALIZATION AND MEDIA
GENDER SOCIALIZATION AND MEDIA A Content Analysis of Children’s Toy Catalogs
The Background: Around the turn of the 20th century, toys were rarely marketed to different genders. By the 1940s, manufacturers quickly caught on to the idea that wealthier families would buy an entire new set of clothing, toys and other gadgets if the products were marketed differently for both genders. And so the idea of pink for girls and blue for boys was born. Today, gendered toy marketing in the U.S. is obvious. Walk down any toy aisle and you can clearly see who the audience is. Recently researcher Elizabeth Sweet studied toy catalogs and ads over time and found that toys are actually more gender divided now than they were half a century ago.
The Method: Content analysis is a method used by sociologists to document and summarize messages communicated by a particular body of communicated material (e.g., toy catalogs). They are trying to answer the question, “Who says what, to whom, why, to what extent and with what effect?” (Lasswell).
Step One: Record your observations.. The first stage of a content analysis is documenting what you see. Look through the toy catalog jot down important and meaningful observations. Think about how toys are teaching gender norms. What are kids learning about gender when they flip through this catalog? Take notice of how boys and girls are depicted. Pay attention to the various skills, attitudes, and behaviors that “girl’s toys” and “boy’s toys” encourage. Look for manifest content (obvious content) as well as latent content (less obvious).
Step Two: Analyze your observations. The second stage of a content analysis is analyzing your data. Here is where you make sense of all of your observations. What did you find? What patterns do you see? What struck you the most? In your paper, specifically address the following:
A. SOCIAL CONSTRUCTION OF GENDER: In what ways do toys teach/reinforce constructs of gender? What do children learn about masculinity and femininity through toys? That is, how are toys teaching/reinforcing societal “scripts” of masculinity and femininity? Be specific.
B. GENDER SOCIALIZATION: Think about the kinds of toys intended for each gender and how the toys might affect a child’s thoughts or behaviors (e.g., the goals of a child, how active a child is). Explain how toys encourages the development of different skill sets, traits, behaviors, interests, etc. for boys and girls. Be specific.
C. FAMILY AND PEER INFLUENCE: How might gender norms influence parents’ decisions of which toys to buy for their child or which toy they encourage their child to play with? How might other family (like siblings) or friends play a role in toy selection? D. CONCLUDING THOUGHTS: If you have any other observations, share them here. Then, summarize the implications or societal effects of having gender inscribed onto so many toys. YOU MUST RETURN YOUR TOY CATALOG OR YOU WILL LOSE POINTS.
Format and Grading Criteria: imilr• Notes: Turn in your notes from Step One with your paper. If these are hand-written, you can scan it or take a photo to upload with your paper. (10%) • Format: Break your paper into four distinct sections (A, B, C, D) so that I know which questions you are addressing. Proofread your paper. (5%) • Social Construction of Gender: Show you can identify how the scripts of masculinity and femininity are embedded in toys. Show you understand how gender is socially constructed. Show you can evaluate content for obvious and subtle messages about gender. (20%) • Gender Socialization: Demonstrate understanding of how toys contribute to gender socialization in children. Describe how toys may encourage/create different traits or behaviors in children. Show you can evaluate content for obvious and subtle messages about gender. (20%) • Family and Peer Influence: Show you can think beyond the catalog and analyze how other agents of socialization play a role in toy selection, toy use, and gender socialization. (10%) • Concluding Thoughts: Demonstrate you can analyze and think critically about gender and gender socialization on a broader level. (10%) •Examples: Use specific examples from the catalog to illustrate your points and support your claims. (10%) • Effort: Be comprehensive and exert sufficient effort. Excellent papers will run about 800+ words. (15%)
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