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Sexy Girls, Heroes and Funny Losers

Gender Representations in Children’s TV around the World

Edited By Maya Götz and Dafna Lemish

Sexy Girls, Heroes and Funny Losers: Gender Representations in Children’s TV around the World presents the most comprehensive study to date of gender images on children’s television. Conducted in 24 countries around the world, the study employed different methodologies and analyses. The findings illustrate how stereotypes of femininity and masculinity are constructed and promoted to children. It presents findings that may well require even the most cynical observer to admit that, despite some great strides, children’s television worldwide is still a very conservative force that needs to be reimagined and transformed!


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Kara Chan  > %  Œ % $ incredible. She surveys all the cool stuff at the shops and exclaims, “Everything here just looks like so much fun!” Entitled So Happy – Alice Academy in a Nearby Town, this episode of a Japanese animated drama describes the shopping mall as a heaven where people can encounter all sorts of products that claim to make them happy. This is just one of many scenes in children’s television programs that communicate consumption values such as “possessions will make you happy”. Television is a major socializing agent in children’s lives and often competes with other traditional socializing agents such as the family, school, peer groups, {Š +:: Œ +:: % food and beverages, computers, transport services, as well as personal services in the television programs than females. Females were more likely to consume clothing and toys in the television programs than males. None of the consumption activities only featured girls consuming computers or computer accessories. 173™ | ™ ’s Television Table 8.1. ™ { ˜+„= * does not add up to 100% due to rounding Characteristics Frequency % Product category \ „˜˜ `: Toys 72 14 Entertainment (e.g. theme park) 48 9 Retail shops 44 8 ^ `• #  Ruby, a smart, goal-oriented seven-year-old. In the episode entitled Ruby’s Beach Party, Ruby and her friends want to enjoy a beach party near a pile of sand in the %># > %© entice them away from the sand by offering them other toys, such as a screaming alien gorilla, a baseball and baseball glove, and a toss-a-ring toy. In...

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