Communality sells: The impact of perceivers' sexism on the evaluation of women's portrayals in advertisements

Portrayals of women in advertisements have a significant impact on the maintenance of gender stereotypes in society. Therefore, the present research investigates the effectiveness of communal and agentic female characters in advertisements as well as the question how evaluations of such characters are influenced by perceivers' sexist attitudes toward women. Results show that communal female advertising characters are evaluated more favorably than agentic ones and that these evaluations predict advertising effectiveness. Benevolent sexism predicts more positive evaluations of communal female advertising characters (studies 1 and 2). Moreover, hostile sexism predicts less positive evaluations of agentic female advertising characters when it is assessed under time pressure (Study 2). Implications of these findings for the perpetuation of gender stereotypes in advertisements and in society are discussed.

Subtile und direkte Mechanismen der sozialen Konstruktion von Geschlecht in Schulbüchern. Vorstellung eines Kategoriensystems zur Analyse der Geschlechter(un)gerechtigkeit von Texten und Bildern

Ausgehend von der Frauenbewegung in Deutschland wurden bereits vor über 40 Jahren erste Analysen zur Darstellung der Geschlechter in Schulbüchern vorgelegt. Sie haben gezeigt, dass weibliche Charaktere im Vergleich zu männlichen seltener und oft in geschlechterstereotypen Rollen dargestellt werden. Heute besteht auf gesellschaftlicher Ebene deutlich mehr Geschlechtergerechtigkeit, dennoch existieren nach wie vor subtile Formen von Diskriminierung in Schulbüchern. Der vorliegende Beitrag dokumentiert die Entwicklung eines Kategoriensystems, das geeignet ist, das Ausmaß von Geschlechter(un)gerechtigkeit in Texten und Bildern aus aktuell in deutschen Schulen verwendeten Deutsch- und Mathematikbüchern zu analysieren. Neben den Häufigkeiten der Darstellungen von weiblichen und männlichen Charakteren und der Geschlechtstypizität ihrer Rollen und Aktivitäten können hiermit zwei subtile Mechanismen der Herstellung von Geschlechterungleichheiten untersucht werden: geschlechter(un)gerechte Sprache und die räumliche Darstellung weiblicher und männlicher Charaktere. Erste Ergebnisse der Anwendung des Kategoriensystems für Deutsch- und Mathematikbücher werden in der Diskussion dargestellt.

The social perception of heroes and murders: Effects of gender-inclusive language in media reports

The way media depict women and men can reinforce or diminish gender stereotyping. Which part does language play in this context? Are roles perceived as more gender-balanced when feminine role nouns are used in addition to masculine ones? Research on gender-inclusive language shows that the use of feminine-masculine word pairs tends to increase the visibility of women in various social roles. For example, when speakers of German were asked to name their favorite "heroine or hero in a novel," they listed more female characters than when asked to name their favorite "hero in a novel." The research reported in this article examines how the use of gender-inclusive language in news reports affects readers' own usage of such forms as well as their mental representation of women and men in the respective roles. In the main experiment, German participants (N = 256) read short reports about heroes or murderers which contained either masculine generics or gender-inclusive forms (feminine-masculine word pairs). Gender-inclusive forms enhanced participants' own usage of gender-inclusive language and this resulted in more gender-balanced mental representations of these roles. Reading about "heroines and heroes" made participants assume a higher percentage of women among persons performing heroic acts than reading about "heroes" only, but there was no such effect for murderers. A post-test suggested that this might be due to a higher accessibility of female exemplars in the category heroes than in the category murderers. Importantly, the influence of gender-inclusive language on the perceived percentage of women in a role was mediated by speakers' own usage of inclusive forms. This suggests that people who encounter gender-inclusive forms and are given an opportunity to use them, use them more themselves and in turn have more gender-balanced mental representations of social roles.

The effect of male coloration on female mate choice in closely related Lake Victoria cichlids (Haplochromis nyererei complex)

We studied the effect of male coloration on interspeciÆc female mate choice in two closely related species of haplochromine cichlids from Lake Victoria. The species differ primarily in male coloration. Males of one species are red, those of the other are blue. We re- corded the behavioral responses of females to males of both species in paired male trials under white light and under monochromatic light, under which the interspecific differences in coloration were masked. Females of both species exhibited species-assortative mate choice when colour differences were visible, but chose non-assortatively when colour differences were masked by light conditions. Neither male behaviour nor overall female response frequencies differed between light treatments. That female preferences could be altered by manipulating the perceived colour pattern implies that the colour itself is used in interspecific mate choice, rather than other characters. Hence, male coloration in haplochromine cichlids does underlie sexual selection by direct mate choice, involving the capacity for individual assessment of potential mates by the female. Females of both species responded more frequently to blue males under monochromatic light. Blue males were larger and displayed more than red males. This implies a hierarchy of choice criteria. Females may use male display rates, size, or both when colour is unavailable. Where available, colour has gained dominance over other criteria. This may explain rapid speciation by sexual selection on male coloration, as proposed in a recent mathematical model.