Abstract
Although content analyses have found that superhero programs in the media portray strong gender stereotypes of masculinity, little research has examined the effects of viewing such programs. In the current study, 134 mothers of preschool children (from the Western and Northwestern United States) reported their child’s superhero exposure in the media, male-stereotyped play, weapon play, and parental active mediation of the media at two time points (1 year apart). Results revealed that boys viewed superhero programs more frequently than girls, with nearly a quarter of boys viewing superhero programs at least weekly. Analyses revealed that superhero exposure was related to higher levels of male-stereotyped play for boys and higher levels of weapon play for both boys and girls from Time 1 to Time 2, even after controlling for initial levels. Parental active mediation did not negate these effects, and even served to strengthen one finding for girls. Specifically, among girls with high superhero exposure, weapon play was highest for girls who received frequent active mediation. Implications of the results are discussed with a focus on whether such programs are developmentally appropriate for preschool children.
Similar content being viewed by others
References
(2010) Young Justice [TV]. Burbank, CA: Warner Bros Animation.
(2011). Green Lantern [TV]. Burbank, CA: Warner Bros Animation.
(2012). The Avengers [DVD] Burbank, CA: Marvel Studios.
(2012). Ultimate Spider-Man [TV]. Glendale, CA: Marvel Animation Studios.
(2013). Iron Man 3 [DVD] Burbank, CA: Marvel Studios.
Anderson, C. A., Benjamin, A. R., & Bartholow, B. D. (1998). Does the gun pull the trigger? Automatic priming effects of weapon pictures and weapon names. Psychological Science, 9, 308–314. doi:10.1111/1467-9280.00061.
Anderson, C. A., Berkowitz, L., Donnerstein, E., Huesmann, L. R., Johnson, J. D., Linz, D., et al. (2003). The influence of media violence on youth. Psychological Science in the Public Interest, 4, 81–110. doi:10.1111/j.1529-1006.2003.pspi_1433.x.
Anderson, C. A., Gentile, D. A., & Buckley, K. E. (2007). Violent video game effects on children and adolescents: Theory, research, and public policy. New York, NY US: Oxford University Press. doi:10.1093/acprof:oso/9780195309836.001.0001.
Archer, J. (2004). Sex differences in aggression in real-world settings: A meta-analytic review. Review of General Psychology, 8, 291–322. doi:10.1037/1089-2680.8.4.291.
Ashby, M. S., & Wittmaier, B. C. (1978). Attitude changes in children after exposure to stories about women in traditional or nontraditional occupations. Journal of Educational Psychology, 70, 945–949. doi:10.1037/0022-0663.70.6.945.
Austin, E. W., Hust, S. J. T., & Kistler, M. E. (2009). Powerful media tools: Arming parents with strategies to affect children’s interactions with commercial interests. In T. J. Socha & G. H. Stamp (Eds.), Parents and children communicating with society: Managing relationships outside of home (pp. 215–240). New York: Routledge.
Baker, K., & Raney, A. A. (2007). Equally super?: Gender-role stereotyping of superheroes in children’s animated programs. Mass Communication & Society, 10, 25–41. doi:10.1080/15205430709337003.
Bandura, A., Ross, D., & Ross, S. A. (1963). Imitation of film-mediated aggressive models. The Journal of Abnormal and Social Psychology, 66(1), 3–11. doi:10.1037/h0048687.
Bauer, K. L., & Dettore, E. (1997). Superhero play: What’s a teacher to do? Early Childhood Education Journal, 25, 17–21. doi:10.1023/A:1025677730004.
Bettencourt, B. A., & Miller, N. (1996). Gender differences in aggression as a function of provocation: A meta-analysis. Psychological Bulletin, 119, 422–447. doi:10.1037//0033-2909.119.3.422.
Beuf, A. (1974). Doctor, lawyer, household drudge. Journal of Communication, 24, 142–145. doi:10.1111/j.1460-2466.1974.tb00380.x.
Blakemore, J. (2003). Children’s beliefs about violating gender norms: Boys shouldn’t look like girls, and girls shouldn't act like boys. Sex Roles, 48, 411–419. doi:10.1023/A:1023574427720.
Brand, J. (1996). Effects of gender identity, child development and televised counter-stereotyped messages about masculinity on male children’s gender stereotypes. Dissertation Abstracts International Section A, 57, 1–196.
Brown, L. M., Lamb, S., & Tappan, M. (2009). Packaging boyood: Saving our sons from superheroes, slackers, and other media stereotypes. New York: St. Martin’s Press.
Bussey, K., & Bandura, A. (1984). Influence of gender constancy and social power on sex-linked modeling. Journal of Personality and Social Psychology, 47, 1292–1302. doi:10.1037/0022-3514.47.6.1292.
Bussey, K., & Bandura, A. (1992). Self-regulatory mechanisms governing gender development. Child Development, 63, 1236–1250. doi:10.1111/j.1467-8624.1992.tb01692.x.
Bussey, K., & Bandura, A. (1999). Social cognitive theory of gender development and differentiation. Psychological Review, 106, 676–713. doi:10.1037/0033-295X.106.4.676.
Cantor, J., & Wilson, B. (1984). Modifying fear responses to mass media in preschool and elementary school children. Journal of Broadcasting, 28, 431–443. doi:10.1080/08838158409386552.
Caufield, M. (2002, May). The influence of war play theme on cooperation and affective meaning in preschoolers’ pretend play. Dissertation Abstracts International Section A, 62.
Collins, R. L. (2011). Content analysis of gender roles in media: Where are we now and where should we go? Sex Roles, 64, 290–298. doi:10.1007/s11199-010-9929-5.
Corder-Bolz, C. R. (1980). Mediation: The role of significant others. Journal of Communication, 30, 106–118. doi:10.1111/j.1460-2466.1980.tb01997.x.
Costabile, A., Genta, M., Zucchini, E., Smith, P. K., & Harker, R. (1992). Attitudes of parents toward war play in young children. Early Educaiton and Development, 3, 356–369. doi:10.1207/s15566935eed0304_6.
Côté, S. M., Vaillancourt, T., Barker, E. D., Nagin, D., & Tremblay, R. E. (2007). The joint development of physical and indirect aggression: Predictors of continuity and change during childhood. Developmental Psychopathology, 19, 37–55. doi:10.1017/S0954579407070034.
Davies, M. (1997). Fake, fact, and fantasy: Children’s interpretations of television reality. Hillsdale, NJ England: Lawrence Erlbaum Associates, Inc.
Eagly, A. H., & Steffen, V. J. (1986). Gender and aggressive behavior: A meta-analytic review of the social psychological literature. Psychological Bulletin, 100, 309–330. doi:10.1037//0033-2909.100.3.309.
Elias, C., & Berk, L. (2002). Self-regulation in young children: Is there a role for sociodramatic play? Early Childhood Research Quarterly, 17, 216–238. doi:10.1016/S0885-2006(02)00146-1.
England, D. E., Descartes, L., & Collier-Meek, M. A. (2011). Gender role portrayal and the Disney Princesses. Sex Roles, 64, 555–567. doi:10.1007/s11199-011-9930-7.
Fehr, K. K., & Russ, S. W. (2013). Aggression in pretend play and aggressive behavior in the classroom. Early Education and Development, 24, 332–345. doi:10.1080/10409289.2012.675549.
Frueh, T., & McGhee, P. E. (1975). Traditional sex role development and amount of time spent watching television. Developmental Psychology, 11, 109. doi:10.1037/h0076133.
Gentile, D. A., Lynch, P. J., Linder, J. R., & Walsh, D. A. (2004). The effects of violent video game habits on adolescent hostility, aggressive behaviors, and school performance. Journal of Adolescence, 27, 5–22. doi:10.1016/j.adolescence.2003.10.002.
Golombok, S., & Rust, J. (1993). The Pre-school activities inventory: A standardized assessment of gender role in children. Psychological Assessment, 5, 131–136. doi:10.1037/1040-3590.5.2.131.
Halim, M., Ruble, D. N., & Tamis‐LeMonda, C. S. (2013a). Four‐year‐olds’ beliefs about how others regard males and females. British Journal of Developmental Psychology, 31, 128–135. doi:10.1111/j.2044-835X.2012.02084.x.
Halim, M., Ruble, D., Tamis‐LeMonda, C., & Shrout, P. E. (2013b). Rigidity in gender‐typed behaviors in early childhood: A longitudinal study of ethnic minority children. Child Development, 84, 1269–1284. doi:10.1111/cdev.12057.
Hawkins, R. P. (1977). The dimensional structure of children’s perceptions of television reality. Communication Research, 4, 299–320. doi:10.1177/009365027700400304.
Herrett-Skjellum, J., & Allen, M. (1996). Television programming and sex stereotyping: A meta-analysis. In B. R. Burleson (Ed.), Communication yearbook (Vol. 19, pp. 157–185). Thousand Oaks, CA: Sage.
Hether, H. J., & Murphy, S. T. (2010). Sex roles in health storylines on prime time television: A content analysis. Sex Roles, 62, 810–821. doi:10.1007/s11199-009-9654-0.
Hoffner, C. (1996). Children’s wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting and Electronic Media, 40, 389–402. doi:10.1080/08838159609364360.
Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations (2nd ed.). Thousand Oaks, CA: Sage.
Holland, P. (2003). We don’t play with guns here: War, weapon and superhero play in the early years (Debating play). Maidenhead, England: Open University Press.
Hust, S. T. (2006). From sports heroes and jackasses to sex in the city: Boys’ use of the media in construction of masculinities. Dissertation Abstracts International Section A, 67, 18.
Iger, B. (2006). Walt Disney Company annual meeting of shareholders 2006. Retrieved from http://media.disney.go.com/investorrelations/presentations/060310_transcript.pdf
Javors, I. (2004). Hip-hop culture: Images of gender and gender roles. Annals of the American Psychotherapy Association, 7, 42.
Johnston, J., & Ettema, J. (1982). Positive images: Breaking stereotypes with children’s television. Beverly Hills, CA: Sage.
List of American Superhero Films. (n.d.). In Wikipedia. Retrieved March 14, 2014, from http://en.wikipedia.org/wiki/List_of_American_superhero_films.
Martin, J. F. (2007). Children’s attitudes toward superheroes as a potential indicator of their moral understanding. Journal of Moral Education, 36, 239–250.
Marvel's The Avengers. (2012). Retrieved from http://boxofficemojo.com/movies/?id=avengers11.htm
McCreary, D. R., & Sasse, D. K. (2000). An exploration of the drive for muscularity in adolescent boys and girls. Journal of American College Health, 48, 297–304. doi:10.1080/07448480009596271.
Murnen, S. K., Smolak, L., Mills, J., & Good, L. (2003). Thin, sexy women and strong, muscular men: Grade-school children’s responses to objectified images of women and men. Sex Roles, 49, 427–437. doi:10.1023/A:1025868320206.
Nam, K., Lee, G., & Hwang, J. (2011). Gender stereotypes depicted by Western and Korean advertising models in Korean adolescent girls’ magazines. Sex Roles, 64, 223–237. doi:10.1007/s11199-010-9878-z.
Nathanson, A. I. (2001). Mediation of children’s television viewing: Working toward conceptual clarity and common understanding. In W. Gudykunst (Ed.), Communication yearbook (Vol. 25, pp. 115–151). Mahwah, NJ: Lawrence Erlbaum.
Nathanson, A. I. (2004). Factual and evaluative approaches to modifying children’s responses to violent television. Journal of Communication, 54, 321–336. doi:10.1093/joc/54.2.321.
Nathanson, A. I., & Botta, R. A. (2003). Shaping the effects of television on adolescents’ body image disturbance: The role of parental mediation. Communication Research, 30, 304–331. doi:10.1177/0093650203030003003.
Nathanson, A. I., & Cantor, J. (2000). Reducing the aggression-promoting effect of violent cartoons by increasing children’s fictional involvement with the victim: A study of active mediation. Journal of Broadcasting and Electronic Media, 44, 125–142. doi:10.1207/s15506878jobem4401_9.
Nathanson, A. I., Wilson, B. J., McGee, J., & Sebastian, M. (2002). Counteracting the effects of female stereotypes on television via active mediation. Journal of Communication, 52, 922–937. doi:10.1111/j.1460-2466.2002.tb02581.x.
O’Bryant, S. L., & Corder-Bolz, C. R. (1978). The effects of television on children’s stereotyping of women’s work roles. Journal of Vocational Behavior, 12, 233–244. doi:10.1016/0001-8791(78)90038-6.
Paek, H., Nelson, M. R., & Vilela, A. M. (2011). Examination of gender-role portrayals in television advertising across seven countries. Sex Roles, 64, 192–207. doi:10.1007/s11199-010-9850-y.
Pecora, N. (1992). Superman/superboys/supermen: The comic book hero as socializing agent. In S. Craig (Ed.), Men, masculinity, and the media (pp. 61–77). Thousand Oaks, CA US: Sage Publications, Inc.
Peterson, J. B., & Flanders, J. L. (2005). Play and the regulation of aggression. In R. E. Tremblay, W. W. Hartup, & J. Archer (Eds.), Developmental origins of aggression (pp. 133–157). New York: Guilford Press.
Piaget, J. (1932). Play, dreams, and imitation in childhood. New York: Norton.
Popper, S. (2013). Rethinking superhero and weapon play. Maidenhead, England: Open University Press.
Prusank, D. T. (2007). Masculinities in teen magazines: The good, the bad, and the ugly. The Journal of Men’s Studies, 15, 160–177. doi:10.3149/jms.1502.160.
Rosenthal, T. L., & Zimmerman, B. J. (1978). Social learning and cognition. New York: Academic.
Ruble, D. N., Martin, C., & Berenbaum, S. (2006). Gender development. In W. Damon, R. M. Lerner, & N. Eisenberg (Eds.), Handbook of child psychology: Vol. 3. Social emotional, and personality development (6th ed., pp. 858–932). Hoboken: Wiley.
Rudy, R. M., Popova, L., & Linz, D. G. (2010). The context of current content analysis of gender roles: An introduction to a special issue. Sex Roles, 62, 705–720. doi:10.1007/s11199-010-9807-1.
Rudy, R. M., Popova, L., & Linz, D. G. (2011). Contributions to the content analysis of gender roles: An introduction to a special issue. Sex Roles, 64, 151–159. doi:10.1007/s11199-011-9937-0.
Russ, S. (2004). Play in child development and psychotherapy: Toward empirically supported practice. Mahwah, NJ: Erlbaum.
Seem, S. R., & Clark, M. D. (2006). Healthy women, healthy men, and healthy adults: An evaluation of gender role stereotypes in the twenty-first century. Sex Roles, 55, 247–258. doi:10.1007/s11199-006-9077-0.
Serbin, L. A., Powlishta, K. K., & Gulko, J. (1993). The development of sex typing in middle childhood. Monographs of The Society for Research in Child Development, 58, v-74. doi:10.2307/1166118.
Signorielli, N., & Lears, M. (1992). Children, television, and conceptions about chores: Attitudes and behaviors. Sex Roles, 27, 157–170. doi:10.1007/BF00290015.
Slaby, R. G., & Frey, K. S. (1975). Development of gender constancy and selective attention to same-sex models. Child Development, 46, 849–856. doi:10.2307/1128389.
Smith, P. K. (1994). The war play debate. In J. H. Goldstein (Ed.), Toys, play, and child development (pp. 67–84). Cambridge, UK: Cambridge University Press.
Smith, S. L., Pieper, K. M., Granados, A., & Choueiti, M. (2010). Assessing gender-related portrayals in top-grossing G-rated films. Sex Roles, 62, 774–786. doi:10.1007/s11199-009-9736-z.
Thompson, T. L., & Zerbinos, E. (1997). Television cartoons: Do children notice it’s a boy’s world. Sex Roles, 37, 415–432. doi:10.1023/A:1025657508010.
Underwood, M. K., Beron, K. J., & Rosen, L. H. (2009). Continuity and change in social and physical aggression from middle childhood through early adolescence. Aggressive Behavior, 35, 357–375. doi:10.1002/ab.20313.
Valkenburg, P. M. (2004). Children’s responses to the screen. Mahwah, NJ: Erlbaum.
Wallis, C. (2011). Performing gender: A content analysis of gender display in music videos. Sex Roles, 64, 160–172. doi:10.1007/s11199-010-9814-2.
Walsh, M. (2013, March 22). Kindergarten boy’s toy gun gets him suspended from school - and his mom’s fighting mad. New York Daily News. Retrieved from http://www.nydailynews.com/news/national/mom-fighting-suspension-son-6-toy-gun-school-article-1.1296226.
Watson, M. W., & Peng, Y. (1992). The relation between toy gun play and children’s aggressive behavior. Early Education and Development, 3, 370–389. doi:10.1207/s15566935eed0304_7.
Wegener-Spohring, G. (1994). War toys and aggressive play scenes. In J. H. Goldstein (Ed.), Toys, play, and child development (pp. 67–84). Cambridge, UK: Cambridge University Press.
Wilson, B. J., & Cantor, J. (1987). Reducing children’s fear reactions to mass media: Effects of visual exposure and verbal explanation. In M. M. McLaughlin (Ed.), Communication yearbook (Vol. 10, pp. 553–573). Newbury Park, CA: Sage.
Worldwide grosses (2014). Retrieved from http://boxofficemojo.com/alltime/world/
Zosuls, K. M., Miller, C., Ruble, D. N., Martin, C., & Fabes, R. A. (2011). Gender development research in sex roles: Historical trends and future directions. Sex Roles, 64, 826–842. doi:10.1007/s11199-010-9902-3.
Acknowledgments
We would like to acknowledge the Women’s Research Initiative at BYU for financially supporting this project. We would also like to thank all the student research assistants for their help throughout the project.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Coyne, S.M., Linder, J.R., Rasmussen, E.E. et al. It’s a Bird! It’s a Plane! It’s a Gender Stereotype!: Longitudinal Associations Between Superhero Viewing and Gender Stereotyped Play. Sex Roles 70, 416–430 (2014). https://doi.org/10.1007/s11199-014-0374-8
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11199-014-0374-8