Sex Roles

, Volume 67, Issue 7–8, pp 463–476 | Cite as

Sexy Dolls, Sexy Grade-Schoolers? Media & Maternal Influences on Young Girls’ Self-Sexualization

  • Christine R. Starr
  • Gail M. FergusonEmail author
Original Article


Concern is often expressed that mass media contribute to the early sexualization of young girls; however, few empirical studies have explored the topic. Using paper dolls, we examined self-sexualization among sixty 6–9 year-old girls from the Midwestern United States; specifically self-identification, preference, and attributions regarding sexualized dress. Based on simultaneous maternal reports, we also investigated potential risk factors (media consumption hours, maternal self-objectification) and potential protective factors (maternal television mediation, maternal religiosity) for young girls’ sexualization. Findings support social cognitive theory/social learning theory and reveal nuanced moderated effects in addition to linear main effects. Girls overwhelmingly chose the sexualized doll over the non-sexualized doll for their ideal self and as popular; however, dance studio enrollment, maternal instructive TV mediation, and maternal religiosity reduced those odds. Surprisingly, the mere quantity of girls’ media consumption (tv and movies) was unrelated to their self-sexualization for the most part; rather, maternal self-objectification and maternal personal religiosity moderated its effects.


Sexualization Self-objectification TV mediation Gender roles/Schema Mother-daughter relationship Mass media 


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Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  1. 1.Department of PsychologyKnox CollegeGalesburgUSA
  2. 2.Department of PsychologyKnox CollegeGalesburgUSA

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