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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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“WHAT REALLY ANNOYS ME ABOUT THE WAY GIRLS AND BOYS ARE PORTRAYED IN CHILDREN’S TELEVISION”

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180 Kara Chan Lemish, D. (2007). Children and television: A global perspective. Oxford, UK: Blackwell. >™'©|{„†††=Designing Qualitative Research {`= &%™] µ  {+::`= Branded: The Buying and Selling of Teenagers. New York, NY: Basic Books. © >Š' {„††+= its measurement: Scale development and validation. Journal of Consumer Research, 19{`=`:``„~ Š{„†•]™ University Press. * %{+::˜=Gender differences in the consumption of children and young people in Finland. +::˜=^ researchers ask them directly about their perceptions of a research category, such as gender. Those few studies that provided children with dedicated space to grapple {™ ‘'¢ $+::†ˆ^ +::•ˆ‘ +:„„ˆ>$$+::˜ˆ—+::†= % can be. Following the lead of these studies with direct involvement of children, this project solicited their responses to representations of gender. Since the overall study is international in scope and seeks to provide an overview, we selected a method that enabled children from diverse countries to share their feedback with television producers. This process was guided by the following two research questions: What do children throughout the world criticize about the ways boys and girls are shown on children’s television? What changes would they like to see? 182 >|} $> ^ I. Method Sample € „„`„ •„„+„ 1 and all major religions % ~`• {˜~‡=‰†` (44%). Where possible, the sample sought to account for diversity within individual \# |^ > ƒ  } {ƒ |=º »${‘ ‹$¦^= % € € Ukraine, it was possible to involve children from New Delhi and Kiev, as well as, from other parts of the country (e.g., children of the Kol people in Uttar Pradesh, India, and children...

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