Why Media Characterizations of

Gender and Race Matter

Why Media Characterizations of

Gender and Race Matter

Karen E. Dill, Ph.D.Lenoir-Rhyne University

Karen E. Dill, Ph.D.Lenoir-Rhyne University

Media character portrayalsMedia character portrayals

Premise 1- how mass media portray representatives of a group can contribute to social biases (stereotypes and prejudice) and discrimination

Premise 2 - Social biases and discrimination are related to aggression

Premise 1- how mass media portray representatives of a group can contribute to social biases (stereotypes and prejudice) and discrimination

Premise 2 - Social biases and discrimination are related to aggression

APA Task Force on Sexualization of Girls

APA Task Force on Sexualization of Girls

Exposure toSexualized Media Ideals of Women

Causes:

Low Self EsteemDepression

ShameEating Disorders

Sexual IssuesBody Image Issues

Forms of AggressionForms of Aggression

Aggression is not only physical violence Sexual harassment, for example, can be

categorized as a form of discrimination “The sexual harassment of ‘uppity’

women” (Berndahl, 2007) Men harass ‘uppity’ - feminist, independent,

androgynous - women rather than traditional women

Motive is harm, not seduction

Aggression is not only physical violence Sexual harassment, for example, can be

categorized as a form of discrimination “The sexual harassment of ‘uppity’

women” (Berndahl, 2007) Men harass ‘uppity’ - feminist, independent,

androgynous - women rather than traditional women

Motive is harm, not seduction

Theoretical FoundationsTheoretical Foundations

Hegemonic Masculinity Theory (Connell, 1987) - Hegemony is power and refers to the social dominance of White heterosexual maleness

Ambivalent Sexism Theory (Glick, Fiske et al.) - we hold both beneficent and hostile attitudes towards both sexes; men are “bad but bold,” women are “wonderful but weak”

Tedeschi and Felson’s Coercive Behavior Theory - power and dominance motives

Hegemonic Masculinity Theory (Connell, 1987) - Hegemony is power and refers to the social dominance of White heterosexual maleness

Ambivalent Sexism Theory (Glick, Fiske et al.) - we hold both beneficent and hostile attitudes towards both sexes; men are “bad but bold,” women are “wonderful but weak”

Tedeschi and Felson’s Coercive Behavior Theory - power and dominance motives

Ambivalent Sexism CorrelatesAmbivalent Sexism Correlates

In 16 Nations where the “Bad but bold” stereotype of men is strongest, women experience: Lower purchasing power Lower literacy Lower occupational prestige

In 16 Nations where the “Bad but bold” stereotype of men is strongest, women experience: Lower purchasing power Lower literacy Lower occupational prestige

Glick & Fiske, 2004

Previous ResearchPrevious Research Exposure to hyper-masculine (macho) media

images (The Sopranos) caused endorsement of the beliefs that violence is manly and thrilling (Scharrer, 2005)

Males exposed to magazine ads where women were portrayed as sex objects showed greater rape-supportive attitudes Women shown progressive ads showed lower rape-

supportive attitudes (Lanis and Covell, 1995)

Exposure to hyper-masculine (macho) media images (The Sopranos) caused endorsement of the beliefs that violence is manly and thrilling (Scharrer, 2005)

Males exposed to magazine ads where women were portrayed as sex objects showed greater rape-supportive attitudes Women shown progressive ads showed lower rape-

supportive attitudes (Lanis and Covell, 1995)

Previous ResearchPrevious Research

Brenick et al. (2007) found that high frequency videogame players, especially males, condoned gender stereotypes in games Their participants generally did not believe

exposure to stereotypical vg images changes attitudes or behaviors

Brenick et al. (2007) found that high frequency videogame players, especially males, condoned gender stereotypes in games Their participants generally did not believe

exposure to stereotypical vg images changes attitudes or behaviors

Video game portrayalsVideo game portrayals

How are male and female videogame characters portrayed, especially regarding objectification and power, dominance and aggression?

What is the common understanding of youth about gender portrayals in videogames? Are these schemas part of general culture?

How are male and female videogame characters portrayed, especially regarding objectification and power, dominance and aggression?

What is the common understanding of youth about gender portrayals in videogames? Are these schemas part of general culture?

Dill & Thill (2007) Study 1Dill & Thill (2007) Study 1

Images of male and female video game characters from the 6 top selling video game magazines Top seller Game Pro

bigger seller than Maxim (~3.5 million vs. 2.5 million)

3 of 10 top selling teen magazines are game magazines

Images of male and female video game characters from the 6 top selling video game magazines Top seller Game Pro

bigger seller than Maxim (~3.5 million vs. 2.5 million)

3 of 10 top selling teen magazines are game magazines

MethodologyMethodology

479 “main images” - 360 male, 119 female 2 raters; reliabilities ranging from 87.4% to

100% agreement, depending on category Predictions: males more likely aggressive;

females more likely sexualized and scantily clad (not vice versa)

Males stereotyped as hyper-masculine, females as “vision of beauty,” Harrison’s (2003) “curvaceously thin”

Stereotypical portrayals common

479 “main images” - 360 male, 119 female 2 raters; reliabilities ranging from 87.4% to

100% agreement, depending on category Predictions: males more likely aggressive;

females more likely sexualized and scantily clad (not vice versa)

Males stereotyped as hyper-masculine, females as “vision of beauty,” Harrison’s (2003) “curvaceously thin”

Stereotypical portrayals common

Female Game CharactersFemale Game Characters

60% Sexualized 1% of males

63% Vision of Beauty

39% Scantily clad 62% Aggressive 39% Sexualized &

Aggressive

60% Sexualized 1% of males

63% Vision of Beauty

39% Scantily clad 62% Aggressive 39% Sexualized &

AggressiveDill & Thill, 2007

Male Game CharactersMale Game Characters 83% Aggressive 33% Hyper-

masculine Aggressive

Portrayal: 4% military 33% fighting 42% wearing

armor

83% Aggressive 33% Hyper-

masculine Aggressive

Portrayal: 4% military 33% fighting 42% wearing

armorDill & Thill, 2007

Posing with Weapons = Glamorized

Posing with Weapons = Glamorized

32% Males 31% Females

Compared to: Fighting:

33% Males 16% Females

Military: 4% Males

1% Females

32% Males 31% Females

Compared to: Fighting:

33% Males 16% Females

Military: 4% Males

1% Females

Dill & Thill, 2007, Study 2Dill & Thill, 2007, Study 2

Method 49 college freshmen (20 male, 29

female) Median age 18

Asked 2 open ended questions: describe the typical male and typical female video game character

Responses coded, ranked

Method 49 college freshmen (20 male, 29

female) Median age 18

Asked 2 open ended questions: describe the typical male and typical female video game character

Responses coded, ranked

Teens’ Schemas for Female Game Characters

Teens’ Schemas for Female Game Characters

Skimpy clothes, “big boobs,” skinny, sexual, aggressive

Skimpy clothes, “big boobs,” skinny, sexual, aggressive

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Teens’ Schemas For Male Game Characters

Teens’ Schemas For Male Game Characters

Muscular, violent, cocky, athletic, thug

Muscular, violent, cocky, athletic, thug

VG Sex Role Stereotypes Effects on Tolerance of Sexual Harassment

(Dill, Brown & Collins, 2008)

VG Sex Role Stereotypes Effects on Tolerance of Sexual Harassment

(Dill, Brown & Collins, 2008)

Experimental Images: VG Sex Stereotypes Experimental Images: VG Sex Stereotypes

Degradation vs. EqualityDegradation vs. Equality

Control images - Professional/Progressive Control images - Professional/Progressive

Images from Dill et al, 2008

Sexual HarassmentSexual Harassment

College students read a real life account of a female college student’s sexual harassment by her male college professor

Dependent measure: composite score of their tolerance for sexual harassment

College students read a real life account of a female college student’s sexual harassment by her male college professor

Dependent measure: composite score of their tolerance for sexual harassment

Sexual Harassment Measure

Sexual Harassment Measure

If the student’s story is true, would you personally believe that Prof. Bloom is guilty of sexual harassment?

If Prof. Bloom admitted doing what the student accused him of doing, how harshly do you think he should be punished?

Other items: Blame victim? Feel sorry for her? Take it seriously? Professor’s behavior damaging?

0 to 9 scales (not at all to very)

If the student’s story is true, would you personally believe that Prof. Bloom is guilty of sexual harassment?

If Prof. Bloom admitted doing what the student accused him of doing, how harshly do you think he should be punished?

Other items: Blame victim? Feel sorry for her? Take it seriously? Professor’s behavior damaging?

0 to 9 scales (not at all to very)

ResultsResults

Race in the MediaRace in the Media Those exposed to female Black rap artists with

sexual content (e.g., L’il Kim) showed less empathy and greater attributions of promiscuity towards a Black pregnant student than a White pregnant student compared to controls Johnson, Bushman, Dovidio, 2008

Those exposed to movie scenes depicting Black female stereotypes (mammy or jezebel) applied those stereotypes to a Black but not a White female college-aged job applicant Brown-Givens and Monahan (2005)

Those exposed to female Black rap artists with sexual content (e.g., L’il Kim) showed less empathy and greater attributions of promiscuity towards a Black pregnant student than a White pregnant student compared to controls Johnson, Bushman, Dovidio, 2008

Those exposed to movie scenes depicting Black female stereotypes (mammy or jezebel) applied those stereotypes to a Black but not a White female college-aged job applicant Brown-Givens and Monahan (2005)

Priming AssociationsPriming Associations

Priming positive Black exemplars (Oprah and Michael Jordon) made participants less likely to endorse the notion that discrimination is no longer a problem, compared to controls (Julia Roberts prime). Bodenhausen et al. (1995). Likeable, high status exemplars (warmth and competence,

according to the Stereotype Content Model) “those people who are associated with aggression generally

and/or with gratifications for aggression in particular or who are associated with negative affect are especially likely to be the victims of aggression.” (Berkowitz, 2008, p. 128) Negative exemplars; Black stereotype of aggression, hostility

and criminality

Priming positive Black exemplars (Oprah and Michael Jordon) made participants less likely to endorse the notion that discrimination is no longer a problem, compared to controls (Julia Roberts prime). Bodenhausen et al. (1995). Likeable, high status exemplars (warmth and competence,

according to the Stereotype Content Model) “those people who are associated with aggression generally

and/or with gratifications for aggression in particular or who are associated with negative affect are especially likely to be the victims of aggression.” (Berkowitz, 2008, p. 128) Negative exemplars; Black stereotype of aggression, hostility

and criminality

Playing with Prejudice (Burgess, Dill, Stermer, Burgess & Brown, under

revision)

Playing with Prejudice (Burgess, Dill, Stermer, Burgess & Brown, under

revision)

Study 1 - Content analysis of race in vg magazines

Study 2 - Content analysis of race on vg covers

Study 3 - Experiment on effects of exposure to B & W male vg characters on RT to weapons and non-violent stimuli

Study 1 - Content analysis of race in vg magazines

Study 2 - Content analysis of race on vg covers

Study 3 - Experiment on effects of exposure to B & W male vg characters on RT to weapons and non-violent stimuli

Results: Studies 1 and 2Results: Studies 1 and 2

Study 1 - Black males were underrepresented, but were more likely to be portrayed as athletes or as aggressive and less likely to wear protective armor, to be depicted in military combat, or using technology than Whites.

Study 2 - showed evidence of the stereotype of Black males as violent criminals compared to Whites. Again Blacks were underrepresented, but were overrepresented as thugs, as using extreme guns, and also as athletes.

Not enough women of color to evaluate.

Study 1 - Black males were underrepresented, but were more likely to be portrayed as athletes or as aggressive and less likely to wear protective armor, to be depicted in military combat, or using technology than Whites.

Study 2 - showed evidence of the stereotype of Black males as violent criminals compared to Whites. Again Blacks were underrepresented, but were overrepresented as thugs, as using extreme guns, and also as athletes.

Not enough women of color to evaluate.

Priming Black vs. White male VG Characters

Priming Black vs. White male VG Characters

Study 3, an experiment, exposed players to both violent and non-violent games with both White and Black characters.

Participants were faster at classifying violent stimuli following games with Black characters and non-violent stimuli following games with White characters.

Study 3, an experiment, exposed players to both violent and non-violent games with both White and Black characters.

Participants were faster at classifying violent stimuli following games with Black characters and non-violent stimuli following games with White characters.

Media Images as Positive and Negative Exemplars of Race: Evoking Obama or Videogame Characters

Changes Outcomes for Black Men

Media Images as Positive and Negative Exemplars of Race: Evoking Obama or Videogame Characters

Changes Outcomes for Black Men

Negative Exemplars - Stereotypical Black vg characters (low status)

Negative Exemplars - Stereotypical Black vg characters (low status)

Positive Exemplars - Black Leaders (high status)

Positive Exemplars - Black Leaders (high status)

Dill & Burgess, under review

Ratings of Black or White Politician “Peter Smith” based on his web siteRatings of Black or White Politician “Peter Smith” based on his web site

Favorability, likeability, how good a candidate, how capable, motivated, would you vote for him?

Favorability, likeability, how good a candidate, how capable, motivated, would you vote for him?

Results: Candidate FavorabilityResults: Candidate Favorability

Results: Candidate CapabilityResults: Candidate Capability

Theory of Media and Aggressive Degradation

(MAD)

Theory of Media and Aggressive Degradation

(MAD) Towards a Theory of Media and Aggressive

Degradation: Integrating the Literatures on Social Biases and Aggression in the Domain of Media Psychology Dill & Burgess, in press, Journal of Interdisciplinary

Research, Chapel Hill Press

Towards a Theory of Media and Aggressive Degradation: Integrating the Literatures on Social Biases and Aggression in the Domain of Media Psychology Dill & Burgess, in press, Journal of Interdisciplinary

Research, Chapel Hill Press

Integrating the Aggression and Social Bias Literatures

Integrating the Aggression and Social Bias Literatures

Aggression - behavior intended to harm another living being who is motivated to avoid such harm

Discrimination - acting on the basis of one’s stereotypes and prejudices, denying equality of treatment that people wish to have (Fiske, 2004)

Harm - the common element uniting aggression & social bias theories

Negative media characterizations of group members cause harm (e.g., tolerance of sexual harassment, judgment of unrelated political candidate)

Aggression - behavior intended to harm another living being who is motivated to avoid such harm

Discrimination - acting on the basis of one’s stereotypes and prejudices, denying equality of treatment that people wish to have (Fiske, 2004)

Harm - the common element uniting aggression & social bias theories

Negative media characterizations of group members cause harm (e.g., tolerance of sexual harassment, judgment of unrelated political candidate)