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Comunicar Journal 29: Cinema teaching in the age of screens (Vol. 15 - 2007)
Gender stereotypes in audiovisual products for children
Eva Espinar-Ruiz
In this paper we analyze the transmission of stereotyped characteristics of men and women through audiovisual products for children. With this aim, we employ a sample of programs and advertisements forecasted in 2004 in the Spanish television. In this sense, we analyze the presence of men and women, the elements associated with different characters, and the principal features of advertisements targeted at girls and boys.
Keywords
Mass media, infancy, gender, socialization processes, quantitative analysis