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Dissertations / Theses on the topic 'Stereotypes of gender'

Author: Grafiati

Published: 7 September 2021

Last updated: 29 July 2025

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1

Kim, Kwangok. "Developing a stereotype index of gender role stereotypes in television advertising /." Available to subscribers only, 2005. http://proquest.umi.com/pqdweb?did=1068248591&sid=25&Fmt=2&clientId=1509&RQT=309&VName=PQD.

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2

Wilkinson, Lisa. "Gender Stereotypes of Citizenship Performance." [Tampa, Fla. : s.n.], 2003. http://purl.fcla.edu/fcla/etd/SFE0000098.

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3

Castellaro, Giovanna <1983&gt. "Learning italian through gender stereotypes." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/3108.

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La società è costruita da reti di comunicazioni linguistiche che permettono scambio culturale tra i suoi componenti. Attraverso questo lavoro di ricerca, si è voluta indagare la possibilità di pratiche didattiche relative all’insegnamento della cultura italiana, proponendo un percorso linguistico-interculturale teso ad avvicinare apprendenti L2 alla società italiana in maniera più autentica possibile. Si è valutata la necessità di affrontare il tema dello stereotipo: È inevitabile ricorrere a generalizzazioni quando si parla della cultura di un popolo? Per rispondere a questo quesito, si è tr

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4

Mathews, Adrienne. "GENDER STEREOTYPES AND THE GOVERNOR'S MANSION." Master's thesis, University of Central Florida, 2006. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/3151.

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This study analyzes the effects of gender stereotypes on women gubernatorial candidates in the post "Year of the Woman" era to determine whether or not the electoral gains made by women running for legislative office in 1992 also extended to women contesting executive elections in subsequent years. This study proceeds in two parts. The first part of this study provides an empirical analysis of contextual and candidate specific factors thought to affect the way in which gender stereotypes surface during gubernatorial campaigns and how they affect women candidates accordingly. The contextual fac

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5

Kuchynka, Sophie Lois. "System Threats and Gender Differences in Sexism and Gender Stereotypes." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/5720.

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In the United States, women’s persistent gains in structural power may cause backlash among those motivated to preserve the status quo. The proposed study examines the conditions that prompt men and women to endorse sexism and promote gender stereotypes. System justification theory proposes that people are motivated to justify the socio-political system that governs them and threats to the stability of their system can increase individual’s motivated defenses. I expect men to show the strongest motivated defenses when the hierarchy is threatened or viewed as unstable, because to protect group-

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Kuchynka, Sophie. "System Threats and Gender Differences in Sexism and Gender Stereotypes." Thesis, University of South Florida, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=1597535.

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<p> In the United States, women’s persistent gains in structural power may cause backlash among those motivated to preserve the status quo. The proposed study examines the conditions that prompt men and women to endorse sexism and promote gender stereotypes. System justification theory proposes that people are motivated to justify the socio-political system that governs them and threats to the stability of their system can increase individual’s motivated defenses. I expect men to show the strongest motivated defenses when the hierarchy is threatened or viewed as unstable, because t

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7

Thiem, Kelsey. "Gender stereotypes and academic performance : the influence of salient role models on stereotype validation." Diss., University of Iowa, 2016. https://ir.uiowa.edu/etd/2283.

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People commonly seek out role models when they want to achieve their goals because role models help people believe that success is possible and demonstrate how to achieve it. Because seeking out role models is a common occurrence, a great deal of research has been devoted to understanding the effects that they can have on those who look up to them. One effect that has not been previously examined is the extent to which role models can affect people’s certainty in their previous performance perceptions. Evaluative certainty is often increased for people when their performance perceptions are co

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8

Taranova, D. "Gender Stereotypes In Sumy Regional Television News." Thesis, Sumy State University, 2021. https://essuir.sumdu.edu.ua/handle/123456789/84667.

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Traditional mass media, including television, is a special form of social communication. It acts both as a mirror and a pointer, identifying and establishing the unwritten rules of society. A special place among the latter is occupied by gender stereotypes – repertoire of emotions, attitudes, behaviors, and perceptions that are commonly associated more with one sex than with the other. Content analysis of journalistic materials can give us an existing picture: which stereotypes exist now in our society.

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9

Smith, Sharon. "Implication of Gender Stereotypes for Public Policy." VCU Scholars Compass, 2010. http://scholarscompass.vcu.edu/etd/98.

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Stereotypes continue to be present and impact the assessment of women’s leadership effectiveness. Using a data set of senior executives in the public sector from The Leadership Circle multi-rater assessment tool, research supports the theory that gender influences how bosses rate their direct reports on leadership effectiveness. Survey data identifying leadership characteristics in the assessment as communal or agentic substantiate role congruence theory that women are still penalized for behaving contrary to the feminine stereotype. Role congruence theory seeks to explain the barriers that

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10

Boyle, Suzanne. "Men's and Women's Meta-Stereotypes and Out-Group Stereotypes in Relation to Sexism." Thesis, Boston College, 2003. http://hdl.handle.net/2345/423.

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Thesis advisor: Timothy A. Duket<br>Abstract The primary goal of this research was to examine men's and women's meta-stereotypes, the stereotypes that group members expect out-group members to hold about their own group, and out-group stereotypes, the stereotypes that group members hold about the opposite gender. It was predicted that the magnitude of these stereotypes would be greater among individuals with higher sexism scores than among individuals with lower sexism scores. Results of this study indicate the existence of meta-stereotypes and out-group stereotypes held by men and women, alon

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11

Hall, Leslie. "Facebook and Stereotypes: How Facebook Users Process Stereotype-Consistent and Stereotype-Inconsistent Information with Varying Cognitive Loads." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/cmc_theses/668.

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This study builds on previous research analyzing the effects of cognitive busyness on recall of stereotype-consistent and stereotype-inconsistent information by examining the real-world context of Facebook profiles. College students (N = 160) were randomly assigned to either a cognitively busy or unbusy condition. They then looked at either the profile of an African-American male or female target. After, they were given a recall test to assess the number of stereotype-consistent and stereotype-inconsistent descriptors correctly recalled. Results were expected to show that participants recalled

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12

Finnegan, Eimear. "Strategies for overcoming gender stereotypes in cognitive representations." Thesis, University of Sussex, 2014. http://sro.sussex.ac.uk/id/eprint/48914/.

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Gender stereotypes are activated spontaneously and unintentionally when certain role nouns are read. For example, people expect a builder to be male and a beautician to be female. Such gender inferences lead to processing difficulties when violations of stereotypical gender occur. The aim of this thesis was to devise strategies aimed at overcoming the activation of gender stereotype biases in English. Across nine studies, a variety of stereotype reduction strategies were investigated in conjunction with a judgement task, devised by Oakhill, Garnham and Reynolds (2005). This judgement task aske

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Hill, Sara Elizabeth. "Two-Year-Olds' Discrimination of Gender-Stereotyped Activities." Diss., CLICK HERE for online access, 2006. http://contentdm.lib.byu.edu/ETD/image/etd1226.pdf.

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Pietronudo, Eleonora <1993&gt. ""Japanese women's language" and artificial intelligence: Azuma Hikari, gender stereotypes and gender norms." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/12791.

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The thesis aims to investigate how Azuma Hikari, a new Japanese virtual home assistant promoted as a "virtual girlfriend" targeted at single men, may adhere with her speech to dominant language ideologies and thus perpetuate stereotypes and gender norms. The paper also aims to analyze how this correlates to gender roles and gendered division of labor, and to understand to what extent women's language in AIs may reproduce dominant ideological views about "women's language". Further, since human beings have demonstrated a tendency to anthropomorphize machines and to treat social robots as fellow

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Craig, Ashley B. "Gender Stereotypes about Emotion Portrayed in Children's Picture Books." NCSU, 2008. http://www.lib.ncsu.edu/theses/available/etd-05022008-085227/.

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The purpose of the present study was to investigate the emotional messages in childrenâs picture books and how they differ by both gender and age. Specifically, I hypothesized that female characters would be illustrated and described in the text as more emotional than males especially with regards to love, sadness, and fear whereas male characters were hypothesized to be illustrated and described more often as angry than females. These differences were also considered by age of the character, especially for sadness and anger whereby adult males were hypothesized to be portrayed showing the lea

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Précenth, Rasmus. "Word Embeddings and Gender Stereotypes in Swedish and English." Thesis, Uppsala universitet, Tillämpad matematik och statistik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-382835.

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Linchevska, O. E. "Gender stereotypes "male" "female" in Ukrainian and English proverbs." Thesis, Міжнародний центр наукових досліджень, 2020. https://er.knutd.edu.ua/handle/123456789/18994.

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The article deals with the problem of gender stereotypes in Ukrainian and English proverbs. The male and female names of the objects have been analyzed in the given research.<br>Дана стаття описує гендерні стереотипи в українських та англійських прислів'ях. Назви предметів чоловічого та жіночого роду проаналізовані в данному дослідженні.

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18

Wood, Gary W. "Intolerance of ambiguity, gender stereotypes, and attitudes to sexuality." Thesis, Aston University, 2000. http://publications.aston.ac.uk/12251/.

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The premise of this thesis is that Western thought is characterised by the need to enforce binary classification in order to structure the world. Classifications of sexuality and gender both embody this tendency, which has been largely influenced by Judeo-Christian tradition. Thus, it is argued that attitudes to sexuality, particularly homosexuality are, in part, a function of the way in which we seek to impose structure on the world. From this view, it is (partly) the ambiguity, inherent in gender and sexual variation, which evokes negative responses. The thesis presents a series of inter-lin

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19

Allen, Ben. "Threatening the Heart and Mind of Gender Stereotypes: Can Imagined Contact Influence the Physiology of Stereotype Threat?" Diss., Virginia Tech, 2012. http://hdl.handle.net/10919/27746.

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Research shows that when a gender stereotype is made salient and the target of the stereotype is asked to perform in the stereotyped domain, targets of the stereotype often perform at a lower level compared to situations when the stereotype was not made salient (Spencer, Steele, & Quinn, 1999). Current models of stereotype threat show that increased physiological arousal and reduced working memory capacity partially explain this decrement in performance (Ben-Zeev, Fein, & Inzlicht, 2005; Schmader, Johns, & Forbes, 2008). Furthermore, the noticeable absence of female faculty and students in m

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20

Lindburg, Emily R. "Feminist Stereotypes: Communal vs. Agentic." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/scripps_theses/398.

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This study examined relationships between facial appearance, gender-linked traits, and feminist stereotypes. Naïve college students rated traits based on facial appearance of female CEO's whose companies appeared in the Forbes 1000 list. The photos of each female CEO (n=35) were randomly combined with two descriptive identifiers; an occupation (n=9) and an interest area (n=9), including 'feminist'. Participants then rated the head shots of the CEO's on a 7 point Likert scale of communal (expected feminine) traits like attractiveness, warmth, compassion and cooperativeness, and on agentic (expe

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Cady, Elizabeth Tait. "The effects of gender stereotypes and language in sports reporting /." Search for this dissertation online, 2006. http://wwwlib.umi.com/cr/ksu/main.

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22

Farrar, Brandy Deneen. "Race, Gender, and Bullying Behavior: The role of perceived stereotypes." NCSU, 2006. http://www.lib.ncsu.edu/theses/available/etd-08082006-143628/.

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In recent years, bullying among middle-school youth and adolescents has become a serious problem in American schools (Nansel et al. 2001). Researchers from a variety of different disciplines attempt to identify factors associated with bullying in order to develop effective intervention programs. However, many findings in relation to race, gender, and bullying are largely inconclusive. The present study employs a social constructionist framework to understand race and gender differences in adolescent bullying. Specifically, I explore how the meanings associated with race and gender in the form

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23

Ongna, Alison M. "Occupational gender role stereotypes and career choice of young children." Menomonie, WI : University of Wisconsin--Stout, 2007. http://www.uwstout.edu/lib/thesis/2007/2007ongnaa.pdf.

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Hill, Miriam Elizabeth. "Gender occupatioaln stereotypes and achievement attributions : a response time methodology /." Title page, contents and abstract only, 1992. http://web4.library.adelaide.edu.au/theses/09AR.PS/09ar.psh647.pdf.

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25

Tam, Wai-fong, and 談慧芳. "Probation officers' gender-role stereotypes and their pre-sentence recommendations." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1999. http://hub.hku.hk/bib/B31978873.

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French, Rebecca E. "Interactive Influences of Narcissism and Gender Stereotypes on Insecure Attachment." Thesis, Alliant International University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10813990.

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<p> Narcissism is a well-known psychological construct that bears implications for personality, development, adjustment, and relationships. Insecure attachment is also a part of well-developed psychoanalytic theory in psychology. Much research has been conducted on the two constructs, but little has been empirically discovered about how the two relate to each other, particularly for the developing age group of early adolescence. Morf and Rhodewalt [<i>Psychological Inquiry</i>, 12, 4, (2001)] propose that narcissism and insecure attachment are associated, and that whereas narcissistic boys are

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Luff, Tracy L. "Gender stereotypes in elementary reading textbooks: Dick and Jane revisited." Thesis, Virginia Tech, 1989. http://hdl.handle.net/10919/43097.

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<p>The objective of this study was to determine whether gender stereotypes are present in elementary reading, textbooks published during the 1980s, and how the extent of stereotyping compares with textbooks published during the last two decades. Both manifest and latent content analyses were performed on a random sample of stories drawn from 4th and 5th grade reading textbooks. Chi-square analyses were performed to determine whether significant changes have occurred with regard to gender stereotypes over the last three decades, controlling for publishing company and sex of author. Five

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Copping, Kristine E. Cox Martha J. "Sex and race differences in the development of gender stereotypes." Chapel Hill, N.C. : University of North Carolina at Chapel Hill, 2008. http://dc.lib.unc.edu/u?/etd,2065.

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Thesis (M.A.)--University of North Carolina at Chapel Hill, 2008.<br>Title from electronic title page (viewed Feb. 17, 2009). "... in partial fulfillment of the requirements for the degree of Master of Arts in the Department of Psychology Developmental." Discipline: Psychology; Department/School: Psychology.

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Tam, Wai-fong. "Probation officers' gender-role stereotypes and their pre-sentence recommendations." Hong Kong : University of Hong Kong, 1999. http://sunzi.lib.hku.hk/hkuto/record.jsp?B2233130X.

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Berry, Sally Marie. "Gender Stereotypes and Emotions: Are Sad Dads Perceived as Less Competent?" Marietta College / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=marietta1243606611.

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Adams, Elizabeth E. "Effects of communication apprehension, biological gender, and gender stereotypes on non-occasion greeting card sending /." View online, 1991. http://repository.eiu.edu/theses/docs/32211998878740.pdf.

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Girvan, Pilar. "Clearing up the bullshit : Deconstructing 'feminisation', gender stereotypes and gender biases within UK veterinary surgery." Thesis, Linköpings universitet, Tema Genus, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-154869.

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This thesis explores ‘feminisation’ discourse(s) within the UK veterinary profession, including the ways in which gender stereotypes and biases also influence such discourses and experiences of working within the field. Drawing upon and combining a range of sociological, organisational and feminist theories such as Witz’s (1992) theory of gendered professional projects and Butler’s (1990) highly influential notion of performativity, I am able to contextualise and expand upon the ‘doing’ of the veterinary profession as well as being able to frame ‘feminisation’ discourses as paradoxes, potentia

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Wade, Martha Leslie. "Behavioral assimilation and nested social categories exploring gender stereotype priming and stereotype threat /." Columbus, Ohio : Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1181243878.

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Kusterer, Hanna Li. "Women and men in management : Stereotypes, evaluation and discourse." Doctoral thesis, Stockholms universitet, Psykologiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-108461.

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Very few women hold top corporate positions in Sweden, and women are underrepresented as managers in all work sectors. The present thesis examined stereotypes, perceptions and presuppositions about women, men and management with a combination of perspectives from social and organizational psychology, discourse analysis and gender in organization research. Study 1 of Paper I was a content analysis of management attributes and cultural stereotypes of female and male managers. In Study 2, an inventory of these attributes was formed, and participants’ stereotype endorsements tested. Stereotypes of

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Prasad, Ambika Marshall Linda L. "Stereotype threat in India gender and leadership choices /." [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-5128.

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36

Åhlander, Karolina, and Anna Jost. "Stereotyper: en omedveten kategorisering. : En jämlikhetsanalys av Intryck- Värmlands landstings personaltidning." Thesis, Karlstads universitet, Institutionen för sociala och psykologiska studier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-33517.

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Jämlikhet är något som ligger i tiden. Hur jämlikhetsmedvetna är egentligen dagens medier? Vi har på uppdrag av Värmlandslandsting gjort en jämlikhetanalys av deras personaltidning, Intryck. En tidning som når samtliga anställda inom organisationen. Vi har gjort en text- och bildanalys med utgångspunkt från ett analysverktyg vi kallar för jämlikhetstrappan. Vårt syfte har varit att urskilja stereotyper och om tidningen använder sig av sitt befintliga underlag för att göra tidningen så jämlik som möjligt. Vi använder oss av dagordningsteorin för att belysa på vilket sätt media och stereotyper k

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Wilkinson, Lisa. "Gender stereotypes of citizenship performance and their influence on organizational rewards." [Tampa, Fla.] : University of South Florida, 2005. http://purl.fcla.edu/fcla/etd/SFE0001382.

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Biondi, Olivia. "Gender stereotypes in reality TV : an investigation of the Real world /." abstract and full text PDF (free order & download UNR users only), 2007. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1447814.

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Thesis (M.A.)--University of Nevada, Reno, 2007.<br>"May, 2007." Includes bibliographical references (leaves 36-40). Online version available on the World Wide Web. Library also has microfilm. Ann Arbor, Mich. : ProQuest Information and Learning Company, [2007]. 1 microfilm reel ; 35 mm.

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Zawisza, Magdalena Jolanta. "The effectiveness of advertisements that follow or break traditional gender stereotypes." Thesis, Royal Holloway, University of London, 2006. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.432019.

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Howat, Douglas James. "Gender stereotypes and children's attitudes towards males and females in sport." Thesis, Northumbria University, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.263852.

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Lido, Catherine M. "The cognitive and behavioural effects of facilitating and inhibiting gender stereotypes." Thesis, University of Sussex, 2003. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.398360.

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Brands, Raina Annelise. "Secret women's business : gender stereotypes bias the perception of social networks." Thesis, University of Cambridge, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.609422.

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Leonardi, Barbara. "An exploration of gender stereotypes in the work of James Hogg." Thesis, University of Stirling, 2013. http://hdl.handle.net/1893/20351.

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A self-educated shepherd, Scottish writer James Hogg (1770-1835) spoke from a position outside the dominant discourse, depicting issues of his age related to gender, class, and ethnicity by giving voice to people from the margins and, thus (either consciously or unconsciously), revealing gender politics and Britain's imperial aims. Hogg’s contemporary critics received his work rather negatively, viewing his subjects such as prostitution, out-of-wedlock-pregnancy, infanticide, and the violence of war as violating the principles of literary politeness. Hogg’s obstinacy in addressing these issues

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Davidson, Rachael. "Traditional and Non-traditional Gender Role Stereotypes in Children’s Animated Films." Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3977.

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As gender stereotypes could lead to adherence to rape myths later in life, it is important to study the potential development of gender role stereotypes. Based on the theoretical approach of Bandura’s social learning, this mixed methods study sought to expand the literature on children observing gender stereotypes through film viewing. A content analysis of verbal and body language of the highest grossing animated films between 2017-2019 was conducted. The results indicated that most main characters displayed both traditional and non-traditional gender role stereotypes, which is indicative of

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Vu, Phuong Anh. "Gender stereotypes in story textbooks for primary school students in Vietnam /." Oslo : Institute for Educational Research, Universitetet i Oslo, 2008. http://www.duo.uio.no/publ/pfi/2008/77612/vu_thesis.pdf.

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Arán, Paula Daniella. "Overcoming Gender Stereotypes: A Depiction of Six Swedish Students in Non-Traditional Fields." Thesis, Malmö universitet, Fakulteten för lärande och samhälle (LS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-33422.

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The study investigates the factors that encouraged six Swedish students to choose a femaleor male-dominated field of study in higher education. This is of interest as gender normsand stereotypes may inflict and limit students' educational choices. The purpose is likewiseto elucidate the educational choices from a gender perspective. The study explores twoquestions: “Which factors may have encouraged the students to opt for a non-traditionalcareer?” “How can the students’ educational choices be understood from a genderperspective?”. To fulfil the purpose and question of issue a qualitative meth

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Bonnet, Claire. "FEMME: extinct stereotypes." Thesis, Konstfack, Grafisk design & illustration, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:konstfack:diva-6950.

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My research is about stereotypes of women. Responding to scepticism towardsfeminist movements, my degree project aims to challenge the power structure of today’s Western society. How does visual communication play a big role in creating and/or reproducing inequalities? I have created a retro-futuristic exhibition, placed in an imaginary museum. In a utopian world based in 2050, the exhibition femme: extinct stereotypes, aims to show, explain and deconstruct how women were portrayed around 2020; how society and (pop)culture were deforming humans into stereotypical women.I have created a specula

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Majola, Nontuthuzelo Angelina. "Gender stereotypes versus gender equality: a critical analysis of some characters in Swaartbooi's "UMandisa" and Saule's "Idinga"." Thesis, Nelson Mandela Metropolitan University, 2006. http://hdl.handle.net/10948/553.

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The focus of this study will be on gender stereotypes versus gender equality in Swaartbooi's novel “UMandisa” and in Saule's novel “Idinga”. CHAPTER ONE will be the introductory chapter where the aim of the study, methodology, motivation and definition of terms will be given, as well as the biographical outline of Ncedile Saule and that of V.N.M. Swaartbooi. CHAPTER TWO will focus on developing the theoretical framework of the study. Theories are used to advocate a change of approach in the teaching and reading of literature. The theory to be employed in this study will be based on aspects of

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Spinner, Lauren. "Socialising gender : the role of parents, peers, and the media in children's gender-typed preferences and stereotypes." Thesis, University of Kent, 2017. https://kar.kent.ac.uk/66678/.

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Within this thesis the environmental factors influencing children's gender-related cognitions are examined. Using multiple methods, the roles of parents, peers, and the media were investigated in relation to children's gender related attitudes and behaviour. The research draws on social learning theory (SLT: Bandura, 1986; Bandura, Ross, & Ross, 1961; Mischel 1966), social cognitive theory (SCT: Bussey & Bandura, 1999), social role theory (Eagly, 1987) and cognitive developmental theories of gender development (CDT: Bem, 1981, 1983; Kohlberg, 1966; Martin & Halverson, 1981) to explore how soci

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Hanifan, Olivia, and Laura Kirchhausen. "Gender Role Stereotypes in Toy Commercials : A Two-Country Comparison Based on the Level of Gender Equality." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-39559.

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A sample of 383 toy commercials aired on Nickelodeon Sverige were coded over the duration of two weeks concerning the type of toy, gender portrayal, number of children of both gender, the dominant kind of interaction, the dominant kind of setting and gender orientation. The results were then compared with findings from a previous study conducted in the United States that used the same method to determine a possible relationship between the way the commercials were designed and the two countries' levels of gender equality. In Sweden, the much more gender equal country according to Hofstede's di

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