Syftet med uppsatsen är att titta på om de stereotypa bilderna som tycks finnas av män och kvinnor i reklam stämmer; som att rosa drar till sig en kvinnas uppmärksamhet eller att en stilren bild attraherar män mer än kvinnor. Eftersom annonserna vi har valt kommer från en typisk herrtidning och en typisk damtidning hoppas vi på att kunna komma fram till att det finns distinkta skillnader i hur män och kvinnor reagerar på de sex annonser vi har valt ut. Vi vill försöka komma fram till detta genom att använda oss av de fråg<br>eställningar som är nämnda nedan. Vår huvudfrågeställning kommer att vara som följer: Finns det i svensk alkoholreklam en stereotyp bild av en manlig  respektive kvinnlig konsument av alkoholreklam och hur ser i så fall dessa ut? Vi kommer även att använda oss av underfrågor som kan kopplas till huvudfrågeställningen. Dessa kommer vara: Hur reagerar olika målgrupper på reklam som riktas mot dem samt andra målgrupper? Går det att genom enkäter hitta vad det är som män respektive kvinnor finner intressant och iögonfallande? Går det att genom att undersöka annonser se vilka element som är tänkta att attrahera ett visst kön? Går det att rikta alkoholannonser mot ett kön på ett sådant vis att det andra könet blir helt exkluderat? Genom dessa frågor hoppas vi på att kunna hitta vad en stereotypt manlig respektive kvinnlig konsument reagerar på i annonser för alkohol och vad de identifierar sig själva med i denna. Vi kommer även genom dessa frågor titta på om de som har skapat annonserna har lyckats med sin uppgift eller om de har dragit till sig en annan publik än den som var den huvudsakliga målgruppen. Ifall reklammakaren inte har lyckats med att nå sin målgrupp kommer vi att diskutera vad som kan ha varit anledningen till detta. Vi hoppas att uppsatsen ska kunna bli ett underlag till vidare diskussioner kring huruvida reklam når sin från början tänkta målgrupp. Kan de stereotyper som skapas i och med vår analys av reklamerna sägas stämma överens med den målgrupp som attraheras av reklamen eller är den stereotyp som tycks ha används vid produktionen av reklamen helt utdaterad?

Emerging research has shown that women and men perceive criminal stalking differently, yet there is little research addressing why these differences exist. For example, mock juror research on intimate stalking has found that men are more likely than women to render lenient judgments (e.g., not-guilty verdicts). Understanding the underlying attitudes associated with differences in how men and women interpret whether certain behaviors would cause reasonable fear is crucial to an evaluation of current anti-stalking legislation. The primary goals of this research were: (1) to examine the extent to which beliefs that support stalking (i.e., stalking myth acceptance – SMA victim blame, SMA flattery, and SMA nuisance) predicted individual trial judgments of men and women, and (2) to test whether endorsement of SMA can be predicted from particular attitudinal correlates (e.g., hostility toward women). Overall, women were more likely than men (N = 360) to render trial judgments (e.g., guilty verdicts) supportive of the victim and were less likely to endorse SMA beliefs. Results also indicated that endorsement of particular SMA beliefs and personal experience (being the victim of and/or knowing a victim) explained why women and men differed on some trial judgments. For example, the odds of rendering a guilty verdict were less for participants who endorsed SMA flattery beliefs. In addition, participants who reported knowing someone who had been a victim were at greater odds of rendering a guilty verdict. Finally, participants who endorsed more traditional gender-role stereotypes were more likely to adhere to SMA beliefs. Results provide insight into the efficacy of current anti-stalking legislation that relies on a juror’s capacity to evaluate an “objective” interpretation (i.e., “reasonable person”) standard of fear for intimate stalking.

Homophobic attitudes pervade our society and specifically our justice system, which negatively impact legal protection for lesbian victims of intimate partner violence (IPV). Juror stereotypes about IPV victims and perpetrators as well as their biases based on sexual orientation may be a hindrance to IPV cases being reported and successfully prosecuted. The primary goal of this study was to investigate the impact that mock jurors’ attitudes toward homosexuals and gender roles, and their acceptance of myths about domestic violence had on their perceptions of lesbian IPV. Heterosexual undergraduate students (N = 259) read a trial summary in which the defendant was charged with physically assaulting her same-sex partner. The trial varied as to whether the victim and defendant were depicted via images as feminine or masculine and thus were either stereotypical or counter-stereotypical. Participants rendered verdicts and made judgments about the victim and defendant (e.g., credibility, sympathy). Results indicated that a masculine victim indirectly increased the likelihood of rendering guilty verdicts by increasing anger toward the defendant. Participants with negative attitudes toward lesbians rated the defendant as low in credibility, and when the victim was masculine, these participants had more anger toward the defendant than participants with more positive attitudes. Participants high on hostile sexism (i.e., attitudes that justify male power) or domestic violence myth acceptance (i.e., endorsement of false beliefs that justify physical aggression against intimate partners) minimized the seriousness of the incident, which decreased the likelihood of rendering guilty verdicts. Participants low in benevolent sexism (i.e., feelings of protectiveness toward women that support traditional gender roles) rated the incident as lower in seriousness and had less anger toward the defendant for a feminine victim paired with a masculine defendant. Participants high in benevolent sexism rated the incident as less serious when the victim and defendant were both feminine, and had more anger toward the defendant when the victim was masculine and the defendant was feminine. Results provide insight into the relationships between victim and defendant stereotypicality and individual differences in attitudes on mock juror decision-making in lesbian IPV cases.

Agentic women continue to be penalized for success in male-dominated industries, resulting in gender discrimination and differing opportunity structures (Foschi, 2000). The purpose of the proposed study is to see how an employee’s gender and status in male-dominated corporate settings influence participants’ perceptions of competency, liking, and consequences after the employee makes a mistake. These dependent variables will also be examined in relationship to participants’ level of sexism. Approximately 132 participants will be recruited from high technology companies, and will read a vignette about a male or female and entry-level or executive employee who makes a mistake. They will then answer competency, liking, and firing questions, as well as Glick & Fiske’s (1996) Ambivalent Sexism Inventory. Participants are expected to perceive females more negatively than males, and executives more negatively than entry-level employees. Additionally, female executives will be perceived as the least competent, and will be the least well liked. It is also predicted that they will be most likely fired. This study may add important information on gender stereotyping in the workplace, and further explore how an employee’s status in the company influences perceptions of the employee. The implications of the proposed study for future research are also discussed.

La perspective psycho-sociale suggère que les stéréotypes sexués pourraient en partie expliquer l’investissement différencié des hommes et des femmes en sport. Ce travail doctoral vise à examiner le rôle joué par les stéréotypes sexués dans les comportements d’engagement/abandon sportif selon (1) la voie indirecte, via l’internalisation de ces croyances durant le processus de socialisation (Fredricks & Eccles, 2004) et (2) la voie directe, via leur activation automatique. Un programme de recherche articulé autour de 8 études et impliquant près de 1300 participants a été conduit. Les études 1 à 3 ont d’une part confirmé que des croyances étaient spécifiquement attachées aux activités sportives et d’autre part, qu’elles étaient susceptibles d’être activées automatiquement lors de la présentation brève d’activités féminines et d’affecter la catégorisation de prénoms subséquente. Les études 4 à 6 ont mis en évidence le rôle significatif joué par les stéréotypes sexués dans l’investissement sportif des individus puisque l’adhésion à des croyances défavorables à son groupe sexué prédisait négativement l’engagement sportif des adolescents, via les perceptions de soi (compétence, valeur). Si aucun lien n’a été observé entre l’association implicite sport-genre et l’engagement sportif, une identité implicite soi + masculin semble être négativement associée à l’abandon sportif. Finalement, les études 5, 7 et 8 ont montré que certains stéréotypes explicites étaient malléables d’un point de vue développemental (stéréotype général) ou suite à une manipulation expérimentale (stéréotype relatif à la compétence), mais n’ont révélé aucun pattern développemental, ni de sensibilité à la manipulation expérimentale concernant l’association implicite sport-genre. / The psycho-social perspective suggests that gender stereotypes could partly explain the differentiated involvement of men and women in sport. This doctoral research aims to examine the role played by gender stereotypes in sport involvement/dropout behaviours according to (1) the indirect pathway, via the internalization of these beliefs during the socialization process (Fredricks & Eccles, 2004) and (2) the direct pathway, via their automatic activation. A research program structured around 8 studies and implicating almost 1300 participants has been conducted. The studies 1 to 3 have confirmed on the one hand that specific beliefs are attached to sport activities and on the other hand, that they are likely to be automatically activated by the brief presentation of feminine activities and to affect the subsequent categorization of names. The studies 4 to 6 have highlighted the significant role played by gender stereotypes in individuals ‘sport involvement, since the endorsement of beliefs in disfavour of one’s own sex-group predicted negatively adolescents’ sport involvement, via the self-perceptions (competence, value). If, none link has been observed between sport-gender implicit association and sport involvement, a self + masculine implicit identity seems to be negatively associated with sport dropout. Finally, the studies 5, 7 and 8 showed that certain explicit stereotypes are malleable under a developmental perspective (general stereotype) and after an experimental manipulation (stereotype related to competence), but did not reveal any developmental pattern, nor sensibility to the experimental manipulation concerning the sport-gender implicit association.

According to a growing body of research, gender stereotypes can have a profound effect on hiring decisions. However, it is unclear whether information confirming or contradicting gender stereotypes can bias recruiters’ memory and ultimately affect hiring decisions. This study examined whether gender stereotypes about job applicants can affect memory of recruiters to remember stereotype consistent information, specifically when hiring for a predominantly male gender-typed job position as Financial Advisor. In a true experiment, 158 participants screened CVs of fictitious applicants, containing either gender stereotype consistent or inconsistent information in an online hiring scenario conducted mainly through a professional social network site. Recognition of consistent and inconsistent information was measured, as well as the intent to hire and to invite the applicant for a job interview. The results revealed that stereotype consistent information on the CV was not remembered more than stereotype inconsistent information. Additionally, male applicants were not preferred over female applicants in regard to the intent to hire. Female applicants were more likely to be invited for an interview than male applicants, as opposed to our hypothesized presumption. Professional experience in personnel selection did not affect the results. Practical implications are discussed.

This diploma work deals with gender and gender stereotypes in the media, in particular in television advertisements. The thesis is written in German and is conceived as theoretical and empirical. The core of this diploma work is both centered around language and content analysis of the TV commercials in Czech and German language. An important part of this work is a cd, which contains all of the analyzed commercials. The aim of this thesis is to find out in which roles women and men are presented in the commercials. On the basis of the analyzed TV commercials it will be determined whether the gender stereotypes in commercials are strengthened or whether the TV commercials are gender-correct.

Könsstereotyper är något som finns i alla kulturer och påverkar både män ochkvinnor redan från barnsben. Inte minst musikindustrin kantas avkönsstereotyper som gör sig synliga i allt från låttexter till musikvideor. Menmycket lite tycks vara skrivet om hur artister framställs på sina skivomslag medkönsstereotyper som utgångspunkt.Syftet med föreliggande studie var därför att analysera och jämföra skivomslagför kvinnliga och manliga artister för att identifiera vad som skiljer dem åt, medvikt på vilka könsstereotyper som förekommer. Syftet var även att se om någonförändring har skett med tiden vad gäller utformningen av skivomslag samtundersöka hur eventuella könsstereotyper tar sig uttryck i olika kulturer ochgenrer.En visuell innehållsanalys gjordes på 100 skivomslag, hälften utgivna2006/2007 och andra hälften utgivna 2016/2017. Hälften av omslagen från varjeår var för kvinnliga respektive manliga artister.Resultatet visade att en del av de könsstereotyper som är vanliga vidfotograferandet av män och kvinnor även förekom på skivomslag. Men på endel punkter frångick omslagen traditionella könsstereotyper. Resultatet visadeäven att förekomsten av stereotyper har förändrats en del under tioårsperioden.En del skillnader kunde också identifieras vid en jämförelse av amerikanska ochsvenska artister, samt vid en jämförelse av olika genrer.Slutsatserna som kunde dras utifrån studiens resultat var att det finns skillnaderi hur manliga och kvinnliga artister porträtteras på sina skivomslag. Menskivomslagsbilder avviker en del från de stereotyper som gör sig synliga i andrasammanhang när män och kvinnor fotograferas. / Gender stereotypes exists in all cultures and affects both men and women froman early age. The music industry is not an exception and stereotypes can be seenand heard in everything from lyrics to music videos. However, very little seemsto be written about gender stereotypes on album covers.Therefore, the purpose of this study was to analyze and compare how albumcovers for female and male artists differ, with focus on gender stereotypes. Thepurpose was also to examine whether a change over time have occurred when itcomes to gender stereotypes present on album covers. Additionally, this studyexamined how gender stereotypes takes form in different cultures and genres.A visual analyze were made on 100 album covers. Half of them were releasedin 2006/2007 and the other half was released in 2016/2017. The number of maleand female artist were equally divided across the different years.The result showed that some of the gender stereotypes that normally occurwhen males and females are photographed, also occurred on album covers.Other gender stereotypes were uncommon on album covers. Some changescould be seen over the ten-year period. Moreover, the result showed somedifferences when comparing Swedish and American artists’ album covers, andwhen comparing different genres.The conclusions that could be drawn from the result was that there aredifferences in how male and female artists are portrayed on their album covers.However, album cover pictures differ to a certain extent from how males andfemales are photographed in other situations.

Könsstereotyper är något som finns i alla kulturer och påverkar både män och kvinnor redan från barnsben. Inte minst musikindustrin kantas av könsstereotyper som gör sig synliga i allt från låttexter till musikvideor. Men mycket lite tycks vara skrivet om hur artister framställs på sina skivomslag med könsstereotyper som utgångspunkt. Syftet med föreliggande studie var därför att analysera och jämföra skivomslag för kvinnliga och manliga artister för att identifiera vad som skiljer dem åt, med vikt på vilka könsstereotyper som förekommer. Syftet var även att se om någon förändring har skett med tiden vad gäller utformningen av skivomslag samt undersöka hur eventuella könsstereotyper tar sig uttryck i olika kulturer och genrer. En visuell innehållsanalys gjordes på 100 skivomslag, hälften utgivna 2006/2007 och andra hälften utgivna 2016/2017. Hälften av omslagen från varje år var för kvinnliga respektive manliga artister. Resultatet visade att en del av de könsstereotyper som är vanliga vid fotograferandet av män och kvinnor även förekom på skivomslag. Men på en del punkter frångick omslagen traditionella könsstereotyper. Resultatet visade även att förekomsten av stereotyper har förändrats en del under tioårsperioden. En del skillnader kunde också identifieras vid en jämförelse av amerikanska och svenska artister, samt vid en jämförelse av olika genrer. Slutsatserna som kunde dras utifrån studiens resultat var att det finns skillnader i hur manliga och kvinnliga artister porträtteras på sina skivomslag. Men skivomslagsbilder avviker en del från de stereotyper som gör sig synliga i andra sammanhang när män och kvinnor fotograferas. / Gender stereotypes exists in all cultures and affects both men and women from an early age. The music industry is not an exception and stereotypes can be seen and heard in everything from lyrics to music videos. However, very little seems to be written about gender stereotypes on album covers. Therefore, the purpose of this study was to analyze and compare how album covers for female and male artists differ, with focus on gender stereotypes. The purpose was also to examine whether a change over time have occurred when it comes to gender stereotypes present on album covers. Additionally, this study examined how gender stereotypes takes form in different cultures and genres. A visual analyze were made on 100 album covers. Half of them were released in 2006/2007 and the other half was released in 2016/2017. The number of male and female artist were equally divided across the different years. The result showed that some of the gender stereotypes that normally occur when males and females are photographed, also occurred on album covers. Other gender stereotypes were uncommon on album covers. Some changes could be seen over the ten-year period. Moreover, the result showed some differences when comparing Swedish and American artists’ album covers, and when comparing different genres. The conclusions that could be drawn from the result was that there are differences in how male and female artists are portrayed on their album covers. However, album cover pictures differ to a certain extent from how males and females are photographed in other situations.

The thesis analyzes differences in perception of social work between men and women. It does so on the basis of Encyclopedia of Social Work. The individual chapters of the book are explored within the framework of several current definitions of social work, and two separate conclusions are made for each of them. The first always sums up the way the Encyclopedia treats the subject in and of itself. The second adds a gender perspective and addresses the discrepancies between male and female understanding of the problem. The meaning of contrasts between the individual results is then interpreted in the context of gender and social work as a whole.