NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ803595
Record Type: Journal
Publication Date: 2008-Jun
Pages: 7
Abstractor: ERIC
Reference Count: 27
ISSN: ISSN-8756-3894
Perceived Gender Based Stereotypes in Educational Technology Advertisements
Bolliger, Doris U.
TechTrends: Linking Research and Practice to Improve Learning, v52 n3 p46-52 Jun 2008
Researchers point out gender differences in the adoption and use of technology. Men tend to be the early adopters of computer technologies, whereas women are thought of as laggards. Several writings exist that identified ads in the media as gender biased. Thomas and Treiber, who examined race, gender, and status in popular magazines, indicate that images in the media do not purposely support gender or race bias. They found subtle stereotypes and suggested that the ads included in their analysis reflected the cognitive dispositions of their creators who aimed to appeal to their audiences and influence them. Due to the potential influence of images and perceived stereotypes in technology ads on individuals in the education sector and a possible connection to levels of adoption and use of technology, this study focuses on ads published in the field of educational technology only. The study consisted of two phases. First, advertisements for computer hardware and software published in a 12-month period in educational technology magazines in the U.S. were analyzed using the four Ps (point of view, posture, props, and position) visual content analysis. The second phase involved photo solicitation with a focus group. Findings revealed that several gender-based stereotypes were perceived by participants in this study. However, compared to results of an earlier study, the occurrence of gender-based stereotypes was lower. The author states that critical analysis of technology ads needs to be integrated into the preparation of pre-service teachers and into the professional development and training of in-service teachers. Curriculum changes in K-12 are also necessary in order to raise the students' level of awareness of subtle or perceived stereotypes. (Contains 1 table and 3 figures.)
Springer. 233 Spring Street, New York, NY 10013. Tel: 800-777-4643; Tel: 212-460-1500; Fax: 212-348-4505; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: Teachers
Language: English
Sponsor: N/A
Authoring Institution: N/A