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The appeal of lipsticks named Triple Chocolate Parfait or Hot Mama and what they communicate to women and, by extension, others are the subjects of this article. Based on Goffman’s concept of presentation of self and impression management as theory and Barthes’ semiotic model as method, I studied the names of 1,722 lipsticks of 52 national brands. The findings show, beyond simple color names, that...
The purpose of the present study was to investigate the relationships between gender role attitudes, household tasks, and the perception of equity among heterosexual, gay and lesbian couples. One hundred and twenty-four participants (54 heterosexuals, 30 gay men and 40 lesbians) were tested. It was found that same-sex couples had more liberal attitudes toward gender roles than did heterosexual couples...
Fifty-four male and 80 female Grade 11 students participated in this study of the relationship between extracurricular activities participation and self-description and general and physical self-esteem. We hypothesized that boys would have more positive physical self-perceptions than girls, but that the sexes would not differ on general self-esteem, and that greater participation in extracurricular...
The double bind of dominance—that it can help to attain status but might jeopardize social relationships—was investigated by examining evaluations based on interpersonal skill (e.g., getting along well with others) and instrumental skill (e.g., accomplishing a task). Role congruity theory (Eagly and Diekman 2005; Eagly and Karau 2002) posits that behavior will be evaluated more positively when it...
Differences in gender role identification exist among both men and women. Earlier researchers have developed several instruments to measure the degree to which individuals identify with the masculine or feminine gender role. In the present study we examined a number of these measurement procedures. Undergraduate students (N = 45) were administered three direct and two indirect measures of gender role...
The present study was designed to examine longitudinal predictors of moral courage in late adolescence. Supportive, responsive parenting, which was measured through home observations and family reports in the fifth grade year, predicted girls’ willingness in late adolescence to speak up or take action when they witnessed or experienced injustice or harm. In contrast, parenting that was harsh and restrictive...
One hundred seventy-five third- and fourth-grade boys who were identified as struggling readers participated in a 10-week intervention to determine the effect of the reading teachers’ sex on boys’ reading performance, self-perceptions as readers, and view of reading as a masculine, feminine, or gender-neutral activity. Findings indicated no main effects on reading performance, yet main effects of...
Cultural and gender differences in guilt and shame (Tangney’s TOSCA) and value priorities (the Schwartz Value Survey) were studied in samples of Finnish (N = 156) and Peruvian (N = 159) adolescents. As expected, the Peruvians were more collectivistic and traditional than the Finns. In line with hypotheses derived from previous research, gender differences were larger and more stereotypical among the...
Several decades of laboratory research have shown that high-dominant women, when paired with low-dominant men, are less likely than expected to emerge as leaders on gender-neutral tasks. The current study was designed to investigate the impact of an incentive on leadership emergence in mixed-gender pairs in which one member was high in personality dominance and one was low. Across incentive conditions,...
The present study was designed to investigate the influence of children’s books in promoting nontraditional career aspirations of primary school girls in Zimbabwe. Children who used specially written readers that contained biographic sketches of women role models in nontraditional careers comprised the treatment group; the control group consisted of non-user children. Survey data were collected from...
Differences between European American women and first- and second-generation South Asian American women in their acceptance of rape myths were investigated. The Rape Myth Acceptance Scale, the Suinn-Lew Asian Self-Identity Acculturation Scale, and a demographic questionnaire were administered to 75 participants. A one-way analysis of variance and planned comparisons analyses showed that first-generation...
Although the impact of the media’s thin ideal on body image may be lessened by media literacy, empirical support for this is inconsistent. Objectification theory, which suggests that certain social situations serve to increase women’s self-objectification (i.e., viewing self from a third person perspective), was used as a framework to understand this inconsistency. In particular, it was hypothesized...
Perceptions of wage entitlement differ between women and men such that men are more likely to feel worthy of higher pay. Based on a combination of status-related theories and evidence from two studies of 120 undergraduate men, we examined men’s reactions to gendered threats to their task abilities. When told that women typically outperform men, men responded with elevated projections of their own...
Previous research has shown that most women in the United States support feminist goals but do not label themselves as feminists. Concern over other people’s opinions of feminists may predict rejection of the feminist label. In the present study we predicted that feminists would be more likely than non-feminists to believe that other people view feminists favorably. One hundred seventy-one female...
The objective of the present study was an analysis of gender stereotypes in television advertisements in Spain. For this purpose the content analysis method was used to analyze 400 advertisements broadcast during prime time over the three national television channels with the largest audience. A series of variables common to similar investigations were coded in order to allow comparisons with other...
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