Representación de niñas y niños en imágenes de juguetes¿el comienzo del cambio?

  1. Alvariñas-Villaverde, Myriam
  2. López-Villar, Cristina
Journal:
Cadernos de Pesquisa

ISSN: 0100-1574,  1980-5314

Year of publication: 2018

Volume: 48

Issue: 167

Pages: 310-329

Type: Article

DOI: 10.1590/198053144639 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Cadernos de Pesquisa

Abstract

This paper studies the images in children’s toy catalogs, observing the differences in the representation of boys and girls according to the product. The sample includes 2,223 images corresponding to the periods of Christmas in 2012 and 2015. The dissemination of stereotypes is still in force. However, in some categories of toys considered classically as masculine or feminine, interesting changes are observed which show that their representation is no longer so exclusive. There is also an important increase of mixed images, in which girls and boys share activities. In this sense, the most obvious variation is in the category of household chores. However, it should be noted that this type of message should go beyond the exhibition of mixed images.  

Bibliographic References

  • ASOCIACIÓN ESPANOLA DE FABRICANTES DE JUGUETES. Código de autorregulación de la publicidad infantil de juguetes. Madrid, 2010.
  • AUSTER, Carol J.; MANSBACH, Claire S. The gender marketing of toys: an analysis of color and type of toy on the Disney store website. Sex Roles, Lancaster, v. 67, n. 7-8, p. 375-388, 2012.
  • BLAKEMORE, Judith E.; CENTERS, Renee E. Characteristics of boys’ and girls’ toys. Sex Roles, Lancaster, v. 53, n. 10-11, p. 619-633, 2005.
  • BRINGUÉ, Xabier; DE LOS ÁNGELES, Juan. La investigación académica sobre publicidad, televisión y ninos: antecedentes y estado de la cuestión. Comunicación y Sociedad, Navarra, v. 13, n. 1, p. 37-70, 2000.
  • CHERNEY, Isabelle D. et al. The effects of stereotyped toys and gender on play assessment in children aged 18-47 months. Educational Psychology, Omaha, v. 23, n. 1, p. 95-106, 2003.
  • CHERNEY, Isabelle D.; DEMPSEY, Jessica. Young children’s classification, stereotyping and play behaviour for gender neutral and ambiguous toys. Educational Psychology, Omaha, v. 30, n. 6, p. 651–669, 2010.
  • CHERNEY, Isabelle D.; LONDON, Kamala. Gender-linked differences in the toys, television shows, computer games, and outdoor activities of 5-to 13-year-old children. Sex Roles, Lancaster, v. 54, n. 9-10, p. 717-726, 2006.
  • CORSARO, William A. Interpretive reproduction in children’s role play. Childhood, Thousand Oaks, v. 1, n. 2, p. 64-74, 1993.
  • CORSARO, William A. The sociology of childhood. Thousand Oaks, CA: Pine Forge, 2005.
  • CUGMAS, Zlatka. Igra s spolno stereotipnimi igračami. Didactica Slovenica - Pedagoška Obzorja, v. 25, n. 3-4, p. 130-146, 2010.
  • DOWNS, A. Chris. Letters to Santa Claus: elementary school-age children’s sex-typed toy preferences in a natural setting. Sex Roles, Lancaster, v. 9, n. 2, p. 159-163, 1983.
  • ESPANA. Consejo Audiovisual de Andalucía. Estudio sobre la publicidad de juguetes en la campaña de Navidad 2008-2009. Sevilla, 2009.
  • ESPANA. Ley 34, de 11 de noviembre de 1988. General de la publicidad. BOE, 274, de 15 de noviembre, 32464-32467. Madrid, 1988.
  • ESPANA. Ley Orgánica 1, de 28 de diciembre de 2004. Medidas de protección integral contra la violencia de género. BOE, 313, de 29 de diciembre, 42166-42197. Madrid, 2004.
  • ESPANA. Ley Orgánica 3, de 22 de marzo de 2007. Igualdad efectiva de mujeres y hombres. BOE, 71, de 23 de marzo, 12611-12645. Madrid, 2007.
  • ESPANA. Ley 34, de 11 de noviembre de 1988. General de la publicidad. BOE, 274, de 15 de noviembre, 32464-32467. Modificación de 28 de marzo de 2014. Madrid, 2014.
  • ESPINAR, Eva. Estereotipos de género en los contenidos audiovisuales infantiles: gender stereotypes in audiovisual products for children. Comunicar, Huelva, v. 15, n. 29, p. 129-134,2007.
  • FERRER, Marina. Los anuncios de juguetes en la campana de Navidad: content analysis about toy´s advertisment during Christmas campaign. Comunicar, Huelva, v. 15, n. 29, p. 135-142, 2007.
  • FISHER-THOMPSON, Donna. Adult sex typing of children’s toys. Sex Roles, Lancaster, v. 23, n. 5-6, p. 291-303, 1990.
  • FISHER-THOMPSON, Donna; SAUSA, Angela D.; WRIGHT, Terry F. Toy selection for children: personality and toy request influences. Sex Roles, Lancaster, v. 33, n. 3-4, p. 239-255, 1995.
  • FRANCIS, Becky. Gender, toys and learning. Oxford Review of Education, London, v. 36, n. 3, p. 325-344, 2010.
  • JADVA, Vasanti; HINES, Melissa; GOLOMBOK, Susan. Infants’ preferences for toys, colors, and shapes: sex differences and similarities. Archives of Sexual Behavior, Cambridge, v. 39, n. 6, p. 1261-1273, 2010.
  • KAHLENBERG, Susan G.; HEIN, Michelle M. Progression on Nickelodeon? Gender-role stereotypes in toy commercials. Sex Roles, Lancaster, v. 62, n. 11-12, p. 830-847, 2010.
  • LÓPEZ-VILLAR, Cristina. Masculinidades lúdicas. La construcción de identidades masculinas desde la publicidad infantil. In: PIEDRA, Joaquín (Org.). Géneros, masculinidades y diversidad. Educación física, deporte e identidades masculinas. Granada: Octaedro, 2013. p. 100-130.
  • MARCON, Rebeca A.; FREEMAN, George. Linking gender-related toy preferences to social structure: changes in children’s letters to Santa since 1978. Journal of Psychological Practice, Savannah, v. 2, n. 1-10, p. 1-9, 1996.
  • MARTÍNEZ-PASTOR, ESTHER; NICOLÁS, M. ÁNGEL; SALAS, ÁLVARO. La representación de género en las campanas de publicidad de juguetes en Navidades (2009-12). Comunicar, Huelva, v. 21, n. 41, p. 187-194, 2013.
  • MARTÍNEZ-REINA, María del Carmen; VÉLEZ, Manuel. Actitud en ninos y adultos sobre los estereotipos de género en juguetes infantiles. Ciencia Ergo Sum, Toluca, v. 16, n. 2, p. 137-144, jul./oct. 2008.
  • MILLER, Cynthia L. Qualitative differences among gender-stereotyped toys: implications for cognitive and social development in girls and boys. Sex Roles, Lancaster, v. 16, n. 9, p. 473–487, 1987.
  • MORIN-MESSABEL, Christine et al. Representaçoes das categorias de sexo em crianças no contexto escolar. Cadernos de Pesquisa, Sao Paulo, v. 46, n. 160, p. 526-546, abr./jun. 2016. NELSON, Anders. Children’s toy collections in Sweden − a less gender-typed country? Sex Roles, Lancaster, v. 52, n. 1-2, p. 93-102, 2005.
  • PEREIRA, Carmen. La publicidad de los juguetes. Una reflexión sobre sus contravalores y sobre el fomento de la desigualdad de género. Ricerche di Pedagogia e Didattica, Bologna, v. 4, n. 2, p. 1-14, 2009.
  • PÉREZ-UGENA, Álvaro; MARTÍNEZ-PASTOR, Esther; SALAS, Álvaro. Los estereotipos de género en la publicidad de los juguetes. Ámbitos, Sevilla, n. 20, p. 217-235, 2011.
  • PINE, Karen J.; WILSON, Penny; NASH, Avril S. The relationship between television advertising, children’s viewing and their requests to Father Christmas. Journal of Developmental & Behavioral Pediatrics, Philadelphia, v. 28, n. 6, p. 456-461, 2007.
  • PINO-JUSTE, Margarita. La influencia de los medios de comunicación social en la infancia. Pedagogía Social: Revista Interuniversitaria, Salamanca, n. 5, p. 233-243, 2000.
  • POMERLEAU, Andrée. Pink or blue: environmental gender stereotypes in the first two years of life. Sex Roles, Lancaster, v. 22, n. 5-6, p. 359-367, 1990.
  • RHEINGOLD, Harriet. L.; COOK, Kaye V. The contents of boys’ and girls’ rooms as an index of parents’ behavior. Child Development, Malden, v. 46, n. 2, p. 459-463, 1975.
  • ROCA, María et al. !Todos para uno y uno para todos! Cuadernos de Pedagogía, Pontevedra, n. 376, p. 32-35, 2008.
  • STEINBERG, Shirley R.; KINCHELOE, Joe L. Kinderculture: the corporate construction of childhood. Boulder, CO: Westview, 1997.
  • TOBIN, Desiree D. et al. The intrapsychics of gender: a model of self-socialization. Psychological Review, v. 117, n. 2, p. 601–622, 2010.
  • TODD, Brenda K; BARRY, John A.; THOMMESSEN, Sara A. O. Preferences for ‘gender-typed’ toys in boys and girls aged 9 to 32 months. Infant and Child Development, 2016. DOI: 10.1002/icd.1986
  • WEISGRAM, Erica S.; FULCHER, Megan; DINELLA, Lisa M. Pink gives girls permission: exploring the roles of explicit gender labels and gender-typed colors on preschool children’s toy preferences. Journal of Applied Developmental Psychology, v. 35, n. 5, p. 401-409, 2014. WONG, Wang I.; HINES, Melissa. Effects of gender color-coding on toddlers’ gender-typical toy play. Archives of Sexual Behavior, New York, v. 44, n. 5, p. 1.233-1.242, 2015.
  • ZEGAÏ, Mona. La mise en scene de la différence des sexes dans les jouets et leurs espaces de commercialisation. Cahiers du Genre, Paris, n. 49, p. 35-54, 2010.
Data source: Dialnet