Deconstructing gender and media: A mixed methods study with U.S. early adolescents

This mixed methods study investigates conceptions of gender both in and outside of the media among a sample of 11- and 12-year-olds. Data from a quantitative survey and qualitative writing responses were collected and analyzed from 54 sixth graders at a U.S public elementary school. Results show that the majority held inclusive views of gender, indicating a recognition of gender inequities in media and society and a desire to challenge traditional gender norms. However, perhaps due to gender-typed content, stronger perceptions of the similarity of the people appearing in YouTube videos, commercials, video games, music videos, and movies to the self were associated with more stereotypical views about gender roles and norms in a weak but statistically significant correlation. This may suggest that accepting media representations as accurately reflecting oneself can still be linked to endorsing more traditional roles and norms, even within a sample with generally quite open conceptions of gender. Prior State of KnowledgeGender stereotypes are present in media used by adolescents, and most existing research finds a small association between media use and stereotypical beliefs about gender. Perceived realism and perceived similarity of characters to the self may help explain that association.Novel ContributionsIn a sample of U.S. adolescents, there is mixed methods evidence of inclusive views of gender. Yet, perceptions of media characters in select media as similar to the self were weakly but significantly correlated with more stereotypical views of gender.Practical ImplicationsSelf-reflection about identification processes can be encouraged by caregivers as well as media literacy educators. To work toward gender justice, content creators should avoid stereotypes in commercials, music videos, movies, video games, and YouTube content popular with early adolescents.