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by: Margarita Rippin


Marketplace > Temple University > Psychlogy > PSYCH2301 > DEVELOPMENTALPSYCHOLOGY
Margarita Rippin
GPA 3.54


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Class Notes
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This 6 page Class Notes was uploaded by Margarita Rippin on Monday September 28, 2015. The Class Notes belongs to PSYCH2301 at Temple University taught by HonglingXie in Fall. Since its upload, it has received 19 views. For similar materials see /class/215476/psych2301-temple-university in Psychlogy at Temple University.




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Date Created: 09/28/15
Katelyn Pietsch December 8 2010 Developmental Psychology MWF ll50 PM Extra Credit Assignment Gender Roles Gender generalizations and stereotypes two things that help to create gender roles affect an individual from the moment that they are born When a baby girl is born she is wrapped in a pink blanket and in blue if the baby is male Little boys are given clothing with boats frogs and footballs little girls are given clothing with butterflies kittens and princess tiaras These simple everyday distinctions follow genders for the rest of their lives and are especially in uential in early childhood when toddlers begin to develop an understanding of their own gender which is called gender identity This observational study will show how in uential these generalizations are in the marketing of toys at Toys R Us toward children based on their genders In this particular study Ifound it interesting that the basic architecture design and size of Toys R Us was definitely meant to attract both genders Although the outside of the building was a dark blue which is a color typically perceived as masculine the front of the building featured Geoffrey the Giraffe This particular choice of animal seemed to be an important choice considering giraffes are not generally considered to be masculine or feminine therefore it is possible for all children enjoy the mascot This Toys R Us mascot was also featured around the store including a live mascot in a costume Ifound this also to be a fantastic marketing tool for children who engage in animism because in the mind of someone who believe all things can be personified a live talking giraffe in atoy store is extremely alluring no matter what gender In actuality of the toys Toys R Us makes quite an impressive layout when it comes to the placement and arrangement of the shelves and aisles of toys The store is not split into two separate sides one for each gender but a miX of both regarding the type of toy For instance if the child is looking for an electronic toy the electronics are arranged in one area and then separated by appropriate gender I found that in the marketing of almost all toys in cardboard packaging the picture on the packaging almost always featured a picture of a child that was the gender that it was being targeted On the packages of blue toy laptop computers there was a little boy on the box and a girl on the pink This was also prevalent in the aisles of pretend play In the aisles marketed toward girls not only were pinks and other pastels featured but also pictures of happy little girls playing with dollhouses Barbies and baby dolls In the boys pretend play pictures of happy boys with GI J oes and other action gures I found the element of color separation and distinct color use in general to be quite apparent in the store There was the classic separation of blue and pink but I also noticed the types of colors and use of color to be very different Inoticed that the toys for girls were bright and pastel and these colors were used in every item For example all of the dressup clothing was light pink light green light yellow etc Inoticed no dark forest greens navy blues or blacks in the color scheme I did however notice these darker more primary colors in the boy toys Additionally I noticed the lack of pastels and bright colors Along with the more obvious color segregation I began to look at the characteristics of the most similar toys in each section which were action figures dolls While looking at the eyes of the dolls and action figures I noticed the distinct differences of the colors and shapes of the eyes themselves While looking at the action figures I observed that most of their eyes were simply black and white with no iris color or just simply a black dot to represent the pupil In contrast the dolls and Barbies had fully drawn eyes complete with distinct eye color pupil and eyelashes The colors of the baby dolls eyes were also pastels bright robin egg blue light green and very light brown I found the differences of eye color to be a difference in perception based on gender My hypothesis is that afemale child is more likely to be observant of small facial detail while a male child is more likely to focus on the other physical attributes of the toy such as arms legs etc Accordingly while looking through the general selection of toys I noticed that there was a broad dissimilarity between the ways they were meant to be played with Whilst browsing the female toys I observed the general theme of them to be of a nurturing pampering and motherly nature Most of the toys were baby dolls Barbies play kitchens dollhouses and dressup All of these toys share the characteristic of providing for another whether it is feeding or dressing a doll or tending to a kitchen or house These skills seemed to directly re ect on the roles that most of them will play in their future lives such as being a mother In comparison the toys geared toward the male children were based upon action and adventure rather than reallife activities Displayed were toy sports cars robots helicopters as well as army and other combat men action figures to go with them These observations led me to conclude that females tended to play more realistically In both gender aisles alike I found that there were very little opposite gender characters present For example the only male doll I observed in the girl aisles were the Ken dolls in the Barbie section while there were no female representations in the boy aisles whatsoever As Iprogressed through Toys R Us I did notice one genderneutral section of the store In a comer there was a section of more expensive electronics such as iPods laptop computers printers MP3 players and accessories for these items I did notice that there were some typical genderoriented colors such as pink and blue but in this section I saw adults and teenagers not small children I also noticed that these items were not arranged in any particular fashion besides type of item Color and gender did not seem of any particular importance to the items marketed toward older children and teens My hypothesis for this is that by the time a child is in their teenaged years their gender identity is so defined that they do not need marketing schemes and swaying by color and picture to help decide what is appropriate to purchase The toys that I saw In Toys R Us aside from most of the electronic toys were toys that I have seen and have played with as a child In general the sections that were designated for little girls were lled with various dolls pretend play kitchens and houses and dressup while little boys sections were lled with action gures replica vehicles and robots The reason I mention the similarities between toys when my generation was growing up and current toys is because the fact that they are so similar gives example to how certain designs of toys can be essential classics for normal happy development For example children typically learn through observation especially through watching parents and other family members The little girls section features tiny toy kitchens which enable children to not only see but also do The fact that these kitchen play sets are not sold in the little boys section hints to the generalization that only little girls are meant to play with kitchen toys thus alluding to the fact that only women should be working in the kitchen While in the toy store I noticed that there were many parents with both a son and a daughter In one instance I saw an older female sibling around the age of 4 picking out dress up items from the designated little girls section With the child and her mother was a little boy around the age of 2 who was also picking out purses and slipon shoes from the little girls section and attempting to try them on as his sister was doing I noticed the mother attempting several times to take the purses away and pick him up ultimately failing because of his squirming and crying to be let down Although this little boy was simply observing his sister s behavior and recreating it himself his mother was clearly counteracting his behaviors and scolding him because the activity of dressing up is not socially acceptable for small boys The little girl playing in the dressup aisle also shows that she has achieved gender identity and clearly understands her gender role I have many the following hypotheses and ideas from my observational trip to Toys R Us Initially I observed that gendertyping the socialization process in which children learn appropriate gender roles it not only observed through watching parents or family members but is also taught I drew this conclusion from the fact that when the little boy was putting on the dressup shoes for girls he was promptly scolded and removed from the situation The little boy s urges to play with the girl toys also enforces Freud s psychoanalytic theory Freud stated that people are born with biological drives that must be redirected In this case the biological drive is to observe his sister s behavior and do the same while the redirection is his mother pulling him away I have also concluded that the effect of toys on gender roles is signi cant I concluded this because of not only the segregation of color and type by gender but the lack of certain kinds of toys in each section For example I did not see any kind of dressup items in the boy aisles which leads me to conclude that gender roles are so speci c in our society that toy manufacturers and distributers don t even have opposite gender toys as an option to purchase In general I have observed many things that I have seen in not only other toy stores but also in other areas of life The way that parents pull and contort their children s behavior so that they fit socially acceptable gender roles is so astoundingly common and seem very second nature thus leading to believe that Freud s psychoanalytic theory is valid In regard to development I concur that classic toys such as action figures and dolls are significant in determining their roles in the future and helping them in meantime to reenact the activities that they observe by their parents and other family members Used for generations they instill gender roles and guide children to achieve gender identity and Ibelieve will embed these characteristics in future development of children


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