A content analysis of sex role stereotyping in children's picture books written by New Zealand authors between 1980 and 1997

Abstract

This study used content analysis to examine whether sex-role stereotyping is evident in children's picture books written by New Zealand authors and published between 1980 and 1997. It sought to replicate results from a 1974 study by Wainwright, Robinson and Aitken. Analysis concentrated on the ratio of male to female characters, the comparisons between the actions of male and female characters and differences over time. Results indicated that males are more prevalent as main characters than females and are more likely to be found in physical activity than females. This suggests that since the 1974 study by Wainwright et al, there is been no significant improvement in the portrayal of sex role stereotypes in the children's picture books available today. This study provides information for professionals that suggests areas where improvement is needed, in the aim to correct the imbalance in the portrayal of gender roles in New Zealand children's picture books.