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Journal of Humanities, Arts and Social Science

ISSN Print: 2576-0556 Downloads: 447099 Total View: 3516608
Frequency: monthly ISSN Online: 2576-0548 CODEN: JHASAY
Email: jhass@hillpublisher.com
Article Open Access http://dx.doi.org/10.26855/jhass.2024.02.013

Gender Stereotypes in Sports and Advertising: Evidence from Eye-tracking

Yueming Geng

YK Pao School, Shanghai, China.

*Corresponding author: Yueming Geng

Published: March 28,2024

Abstract

Gender stereotypes have long been a pervasive phenomenon in human society, imposing constraints upon women for centuries. Regardless of age, background, or identity, females commonly share experiences of bias. Despite the fundamental principle of fairness that underpins sports as a competitive endeavor, gender stereotypes remain prevalent within this domain. One example is the significant disparity in income and commercial valuation between female and male athletes. This research employs eye-tracking technology to delve into people's gaze patterns while viewing advertisements featuring both female and male football players. This approach aims to uncover disparities in attention directed towards each gender. Participants were exposed to advertisements showcasing diverse products, with either a female or male football player as the model. The eye-tracker recorded gaze data during these sessions. The findings reveal a significant difference: the female football players got significantly longer fixation duration and more fixation counts compared to their male counterparts. Intriguingly, male participants exhibited a greater fixation count towards the female football player. Additionally, participants displayed heightened attention towards products featured alongside female football players in the advertisements. These outcomes likely stem from the perception that female football players and the sport itself are incongruent, a misalignment likely influenced by gender stereotypes. The quantitative findings underscore the persistence of gender stereotypes, particularly concerning female football players. More efforts are needed to mitigate bias and dismantle stereotypical perceptions towards women.

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How to cite this paper

Gender Stereotypes in Sports and Advertising: Evidence from Eye-tracking

How to cite this paper: Yueming Geng. (2024) Gender Stereotypes in Sports and Advertising: Evidence from Eye-tracking. Journal of Humanities, Arts and Social Science8(2), 376-381.

DOI: http://dx.doi.org/10.26855/jhass.2024.02.013