PSYC 300 1st Edition Lecture 5Outline of Last Lecture I. What we think of males and females asII. StereotypesIII. Bias and Types of BiasesIV. SexismOutline of Curent LectureI. Gender AwarenessII. SexismIII. Ambivalent SexismIV. Gender in MediaCurrent LectureGender Awareness- -A man wants to take his wife's last name and was accused of fraud (there is a legal process in order to do this act)- -Huggies put real dads to the test (some men says that this commericals portrays men as incompetent)- -Tide and Downy: The Princess Dress- the male is shown as a competent dad - -Irresistible Iowa womean fired for being too sexy-the woman sued and they lost because the jury was all male- -Danger: Women Working (the assumption that males were the only ones who were working in dangerous situations)- -Managagement rings (male engagement rings) and Meggings (male leggings)Sexism, continued Ambivalent Sexism (Glick & Fiske, 2007)Hostile sexism: negative stereotypes of women, primarily directed toward non-traditional womenBenevolent sexism: positive characterizations such as “women are pure" or "women should be protected; often accompanied by affection-Both emphasize that women re different and weaker than men Many women are actually seeking special favors, such as hiring policies that favor them over men, under the guise of asking for equality. (H) Women should be cherished and protected by men (B) Most women fail to appreciate fully all that men do for them (H) Many women have a quality of purity that few men possess. (B) Good women should be set on a pedestal by her man. (B) Most women interpret innocent remarks or acts as being sexist. (H) Once a woman gets a man to commit to her, she usually tries to put him on a tight leash. (H) In a disaster, women should be rescued by men. (B) Women seek to gain power by getting control over men. (H)Results for Ambivalent Sexism scales Hostile sexism scale: men scored higher Benevolent sexism scale: women sometimes scored higher Study that included 19 countries:Found that low gender equality tend to score higher on both types of sexismCountries with higher gender equality tend to score lower on both types of sexismLess hostile attitudes towards women but also less likely to endorse items on benevolentscale (i.e., women need to be protected, are weak, etc.)Sexism, continued Changes in sexist attitudes over timeSince 1970, sexism has changedChanges over time may reflect decreased social acceptability of blatantly sexist views rather than real changes in beliefsModern sexism: characterized by the belief that gender discrimination is no longer a problem in society and is manifested by harmful treatment of women in ways that appear tobe socially acceptableRepresentation of Gender in the Media Stereotyped RepresentationsWomen are underrepresentedSettings: more at work than in the past Type of work=women more likely doing houseworkHighlighted characteristics: women=passive men=powerBody representations: attractiveness of women are emphasizedWomen of color, lower-social-class women and lesbian women: all are underrepresented The Effects of Stereotyped RepresentationsWatching traditional ads à greater acceptance of traditional rolesNon-traditional ad sà non-traditional men are more likely to become even more non-traditionalTV programming Female characters usually younger than male characters More male characters than females 1990s programmingWhite men as powerfulWhite women as sex objectsBlack men as aggressiveBlack women as inconsequentialCommercials  Women more likely to be provocatively dressed than men Weekend ads: Women typically presented as sex objects, models, or taking care of men Voice-overs: 70-90% maleNews Media More male topics, quotes, reporters, columnists;  Positive news topics for women: as entertainers Positive news topics for men: as authorities, experts, opinion