Is Gender Stereotyping More Prevalent in Masculine Countries? A Cross-National Analysis
Odekerken-Schröder, Gaby De Wulf, Kristof Hofstee, Natascha
Odekerken-Schröder, Gaby
De Wulf, Kristof
Hofstee, Natascha
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Publication Type
Journal article with impact factor
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Publication Year
2002
Journal
International Marketing Review
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Publication Volume
19
Publication Issue
4
Publication Begin page
408
Publication End page
417
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Abstract
The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. This is considered important, as advertising is generally more influential than literature in spreading stereotypical ideas, given its high accessibility. Moreover, the way in which sexes are portrayed in advertising affects people's perceptions of gender roles in real life. Using content analysis, we collected empirical data on gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their level of masculinity - the UK and the Netherlands. The results indicate that a country's masculinity index is hardly related to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of gender stereotyping.
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