Books, media and advertising - Gender perspective

Most of the content in children’s books, media, and advertising, including school textbooks, perpetuate discriminatory gender stereotypes and roles. For example, repeatedly listening to bedtime stories of princes saving princesses encourages children to connect certain traits with the gender that they identify with. Therefore, unconsciously children begin to absorb the accepted roles, behaviours and expectations connected to their gender at an age where they are not yet able to think critically. This leads to the development of implicit gender biases and perpetuation of the unequal power structure within societies. The same issue is observed in media of all kinds, including advertising targeted at children. Moreover, with increasing use of online media by young children, the challenges of online sexual abuse are rising.

Tips for parents:

• Actively seek out books and media that are gender neutral or empowering of all genders and inclusive in representation; avoid traditional and stereotypical stories that perpetuate patriarchy
• Encourage children to engage with books and media traditionally associated with the opposite gender
• Parents and caregivers should model positive and healthy habits of digital technology use, while limiting children’s use and remaining vigilant to signs of abuse
• Schools should be encouraged to revise textbooks to ensure gender-equitable representation