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The most renowned brands worldwide incorporate initiatives in their business approach that seek equality between genders in society. Nonetheless, brands in their advertising campaigns, gender remains stereotyped in the roles men and women play, which can be considered harmful to society and therefore unethical. Such discrepancy appears even in the same intervention generated by advertising specialists who define and design the communication of these brands. Therefore, this study seeks to identify the arguments used by Peruvian advertising professionals to justify the use of gender role stereotypes within the advertising discourse from an ethical perspective. A qualitative approach was selected as the research method for this study. In-depth interviews with 16 professional advertisers from different areas in charge of producing this type of communication. The lack of knowledge about the actual dimension of the harmful gender stereotypes impeded a debate to leave without arguments to those who believe that the use of stereotypes is ethical. Professional advertisers have lost part of the necessary connection with ethics and find it hard to deal with these dilemmas because they do not identify the damage caused by gender role stereotypes in society. / Revisión por pares

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The object of the present research was to examine the relationship between ambivalent sexism, adherence to traditional gender roles, gendered job types, performance evaluations and promotion decisions. There were 124 participants recruited from undergraduate psychology courses, randomly assigned to one of four scenarios. Participants took the Ambivalent Sexism Inventory (ASI), Ambivalence towards Men Inventory (AMI), and Sex Role Egalitarianism Scale (SRES), read a scenario, and then evaluated the leader in the scenario using the Leadership Effectiveness Appraisal of Performance (LEAP). A 2x2x2 MANOVA found significant main effects for participant gender on the ASI and SRES, but no main or interaction effects were found for the other measures. Steiger's Z-test for “correlated correlations” in a sample did not find a significant relationship between the correlations in the different scenarios.

This study investigated the effect of clothing, posture, and sex of subject on inferences concerning sexual orientation and gender role. Subjects were a convenience sample of 327 students. The study wa sa 2 (masculine/feminine clothing) X 2 (masculine/feminine posture) X2 (sex of subject) between subject experimental design. Perceptions of sexual orientation were measured by a single item anchored at one end by homosexual and the other end by not homosexual.

Student evaluations are often used by administrators to make important career decisions for professors such as offers of tenure, increase in salary or other monetary reward (see Frick, Chadha, Watson, & Zlatkovska, 2009). Research has consistently shown that helpfulness in its various operational definitions is one of the most important traits to students when evaluating a professor (For example Silva et al., 2008). Previous findings have demonstrated that inequalities exist among subjective student evaluation ratings of men and women, (see Bennet, 1982). The present study extended this research by manipulating the instruction styles (strict vs. permissive), as well as the gender of the instructor, in a hypothetical syllabus. Participants were randomly assigned to read 1 of 4 syllabi which varied only by instruction style and gender of the instructor. Subsequently, participants answered follow up questions on the content of the syllabus which emphasized the gender of the instructor. Evaluations were collected in the form of both Likert scale ratings and responses to open ended questions. The written evaluations were analyzed for emotional content using the Linguistic Inquiry and Word Count Software (LIWC, Pennebaker, Francis, & Booth, 2007). A 2 (male vs. female) X 2 (strict vs. permissive) between subjects ANOVA was applied to the data collected. The results support the hypothesis that gender inequalities do exist, particularly when the professor was established as having a strict style of student interaction.

Education constantly promotes equality and diversity, however, if the literature we read our students is not doing so, is education doing its job? This question extends as far as females versus males and in fact, this thesis further pursued this issue by taking a look into common fairy tales that have been popularized in modern society that contain stereotypical gender roles and qualities of females that we try to steer away from yet have not. After doing research into fairy tales and then analyzing Little Snow White, Little Briar Rose, and Cinderella by The Brothers Grimm, I was able to find common stereotypes and compare them to modern fairy tale characterizations of females and thus plead the case for stronger females in the fairy tale genre of texts. My research revealed that fairy tales were an influence in the lives of children and that females were regarded as only needing to be beautiful, naive, and lack assertiveness. This showed that females felt the need to be this way in order to find the happily ever after and in society both men and women have been impacted through this literature. The thesis provides a re-envisioned fairy tale of my own showing the combined research in a short story of how females can be strong and be feminine as well. A lesson plan has also been constructed to help point out characteristics in the story, “The Paper Bag Princess” which is one of the modern tales analyzed as well in this thesis. So, I leave you with the notion that it is most definitely not just a man’s world. This world is shared with the opposite gender and its time in education that we do as we preach by providing those experiences to children through literature.

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In early Medieval English poetry and late Medieval romance, there are multiple roles violent women perform. They can be protagonist, antagonist, and supporting character. They prove to be active characters with strength, skill, intelligence, and power. In early Medieval English poetry, Grendel's mother from Beowulf and Judith from Judith share certain noble traits. Grendel's mother is an antagonist of the titular hero, but she is described as a noblewoman, honorable, loyal to her family, and a fierce fighter. Judith is often considered a hagiographic heroine, but Judith paints her in a more secular manner as intelligent, politically powerful, and proud. Lynet from Sir Thomas Malory's Le Morte Darthur may not be as violent as the other women in this study, but she is equally powerful and intelligent. These women show different ways in which violent women characters had agency and active roles in the texts they inhabit. / Master of Arts / In early Medieval English (500 - 1066 AD) poetry and late Medieval (1300 - 1500 AD) romance stories, there are multiple roles violent women fill. They can be protagonist, antagonist, and supporting character. They prove to be active, independent characters with strength, skill, intelligence, and power. In early Medieval English poetry, Grendel's mother from Beowulf (975 - 1025 AD) and Judith from Judith (975 - 1025 AD) share certain noble traits. Grendel's mother is an antagonist of the titular hero, but she is described as a noblewoman: honorable, loyal to her family, and a fierce fighter. Judith is often considered a spiritual or religious heroine, but Judith paints her in a more secular manner as intelligent, politically powerful, and proud. Lynet from Sir Thomas Malory's Le Morte Darthur (1485 AD) may not be as violent as the other women in this study, but she is equally powerful and intelligent. These women show different ways in which violent women characters had independent and active roles in the texts they inhabit.

Employment of male spouses of female service members in the United States military (i.e., civilian husbands of servicewomen) is frequently affected when they geographically relocate due to their wives' military service. Because of persisting societal norms for husbands as primary breadwinners in marriages and the majority of military couples being comprised of male service members married to female civilian spouses, civilian husbands of servicewomen may experience a gender role reversal in their identity as a spouse and as a provider within their relationships and military culture. This qualitative study examined the experiences of civilian husbands of servicewomen in their positions as tied-migrant workers. Semi-structured interviews were conducted with 22 civilian husbands who experienced at least one geographic relocation due to their wife's military service. Descriptive phenomenological analysis was used to discover the essence of participants' experiences. Themes around defining masculinity, being a minority in the military, and being a non-traditional gender provider in a tied-migrant worker role emerged. Participants expanded their masculine identities to include performing traditionally feminine tasks as well as placing value on egalitarianism in their spousal relationships when they experience barriers to breadwinning. Limitations (e.g., predominantly White and exclusively heterosexual sample, potential biases in recruitment and analysis, no explicit exploration of how gender role reversal and mental health intersect) and directions for future research to resolve limitations and expand on the current study are presented. Clinical recommendations for psychotherapists are provided with an emphasis on using emotionally focused therapy with couples consisting of civilian husbands and servicewomen. / Master of Science / Civilian men who are married to women serving in the United States military (i.e., civilian husbands of servicewomen) often have disruptions or challenges with their employment when they move to a new place because of their wives' military service. Because men are often expected to be main financial providers for their families (i.e., breadwinners) and civilian husbands' difficulties with employment, as well as the majority of military marriages being between servicemen and civilian wives, civilian husbands may feel they are in a gender role reversal both in their relationships and military communities. This qualitative study examined the experiences of civilian husbands of female service members by interviewing 22 men who moved at least once due to their wife's military service. Descriptive phenomenological analysis was used to discover themes of defining masculinity, being a minority in the military, and being in a tied-migrant worker role. Participants expanded their masculinity to include traditionally feminine tasks and placing value on being equitable in their marriages when faced with challenges to breadwinning. Study limitations regarding demographics and potential biases in recruitment and analysis are discussed, and directions for future research to resolve limitations and expand on the current study are given. Clinical recommendations for psychotherapists are described, especially recommendations for using emotionally focused therapy with couples of civilian husbands and servicewomen.