Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials

Sex Roles volume 62, pages830–847(2010)Cite this article

Abstract

A content analysis was conducted to examine gender-role stereotypes in toy commercials airing during the after-school hours in October, 2004, on the U.S. Nickelodeon network. The sample included 455 toy commercials, which were analyzed for the type of toy, number of identifiable boys and girls, gender portrayal, gender orientation, age of children, type of interaction, setting, and color of setting. The majority of girl and boy characters were featured in gender-specific toy commercials, and there were more identifiable girls than boys. Almost one-half of the characters were children (6-to-10-years old) who predominantly played indoors, in mixed colored settings, and engaged in cooperative play. Boys were more likely than girls to be shown outdoors and playing competitively.

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  1. Media and Communication, Muhlenberg College, 2400 Chew Street, Allentown, PA, 18104, USA

    Susan G. Kahlenberg & Michelle M. Hein

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  1. Susan G. Kahlenberg
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  2. Michelle M. Hein
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Correspondence to Susan G. Kahlenberg.

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Kahlenberg, S.G., Hein, M.M. Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials. Sex Roles 62, 830–847 (2010). https://doi.org/10.1007/s11199-009-9653-1

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Keywords

  • Stereotypes
  • Gender
  • Toys
  • Nickelodeon
  • Commercials