Gendermarketing? Wo ist das Problem?

Die beiden am häufigsten gelesenen Artikel auf unserem Blog heir sind aktuell die

– „Antworten auf das Bullshitbingo des Gendermarketing“

– und die Zusammenfassung „Warum Gendermarketing einen Negativpreis verdient„.

In beiden sind eine Reihe von Studien versammelt für die Debatte um die Wirkung klischeehafter Werbebotschaften. Hier folgen weitere Untersuchungen zum Thema

Aber meiner Tochter / meinem Sohn hat mein (gegendertes) Geschenk gefallen, also ist Gendermarketing gut

Da steht doch gar nicht drauf, dass es nur für Mädchen oder Jungen ist!

Studien:

Pink gives girls permission: Exploring the roles of explicit gender labels and gender-typed colors on preschool children’s toy preferences. Erica S. Weisgram, Megan Fulcher, Lisa M. Dinella.:
Children engage in gender-typed toy play to a greater extent than in non-gender-typed toy play leading to different developmental trajectories for boys and girls. The present studies examine the characteristics of toys and how they differentially affect boys‘ and girls‘ interests, stereotypes, and judgments of the toys.

Pretty in Pink: The early development of gender-stereotyped colour preferences. Vanessa LoBue and Judy DeLoache. Eine Studie mit Kindern zwischen 7 Monaten und 5 Jahren:

Each child was tasked with choosing between two similar objects, one of which was pink, the other blue. It was around the age of two that girls began to select the pink toy more often than the blue one; at two and a half, the preference for pink became even more pronounced. Boys developed an aversion to the pink toy along the same timeline. (Alice Robb in der NY Times: How gender-specific toys can negatively impact a child’s development )

„Are gendered toys harming childhood development? Research has found that dividing children’s toys based on gender can have lasting developmental implications“, Artikel von Olga Oksman im Guardian zu Untersuchungen von Christia Spears Brown.

For example, in one experiment, researchers took toys that kids had not seen before and put them in stereotypical girl boxes or stereotypical boy boxes and gave them to a group of children. Girls played with the toys in the girl boxes and boys gravitated to the toys in the boy boxes. Both genders focused on the toys in the boxes meant for their gender and did not pay much attention to toys marked for the opposite gender.