Gender in Media Research: ‘Eye Candy Not For Kids’ : Geena Davis

Many movies have negative stereotypes of women. In 2004, Geena Davis, the Oscar-winning actress, film producer, writer, and former fashion model, was watching children’s movies with her daughter and noticed there were few female roles, and many of those portrayed negative images.

She decided to do something about it and sponsored the largest research project ever undertaken on gender in children’s entertainment. This effort resulted in four studies, at USC’s Annenberg School for Communication. It was discovered that there were slmost three males for each female character in nearly 400 G, PG, PG-13, and R-Rated movies the undergraduate team analyzed.

The Geena Davis Institute on Gender in Media was formed, aiming to study and quantify gender inequity in children’s entertainment, so the data could be used to bring about change in the industry. The institute uses a three-tiered approach to work towards its goals – research, education and advocacy.

The institute’s latest study, “Gender Disparity On Screen and Behind the Camera in Family Films,” by Stacy L. Smith, PhD and Marc Choueiti, examined 122 top-grossing domestic family films rated G, PG, PG-13 from 2006-09.

“Our latest research shocked us. Zero progress has been made in what is specifically aimed at kids. What children see affects their attitudes toward male and female roles in society. And, as they watch the same shows and movies repeatedly, negative stereotypes are imprinted over and over again. Eye candy is not for kids.” – Geena Davis.

The study reviewed 5,554 speaking characters. 71% were male, 29% female, a ratio of 2.42 males to every 1 female, which has not changed significantly in 20 years.

The statistics show that female characters are more likely to be shown as “eye candy,” and a higher percentage of females than males are depicted in sexualized attire (24% vs. 4%) and as physically attractive (14% vs. 3.6%). They are also often portrayed as younger than their male counterparts, reinforcing the idea that youthfulness, beauty, and a sexy demeanor are more important for females than for males.

The institute says the constant reinforcement of skewed patterns seem normal to everyone, and viewers fail to notice the lopsided view of gender.

“These portrayals of women and girls become so normal to audiences that they do not see the need for gender parity in entertainment content,” – Dr. Stacy L. Smith.

“Gender issues need to be top-of-mind for children’s content creators. Media has gotten a bit better about how race is portrayed in film and TV, but the needle hasn’t moved at all for the biggest section of our population: females. We envision a world where boys and girls share the sandbox equally.” – Madeline Di Nonno, GDIGM Executive Director

As well as looking at gender distribution in front of the camera, the study also looked behind the cameras.

  • 93% of directors are men
  • 87% of writers are men
  • 80% of producers are men

Movies with one or more female screenwriters depict 10% more girls and women on screen than those with all male screenwriters.

Geena Davis says this is encouraging, because it clearly shows that women can drive change.

The Institute seeks to influence the number of female characters in movies, especially in non-stereotypical activities, and they want to see more women behind-the-scenes. “We just want diverse female characters and more of them. We know that if girls watch female characters in unstereotyped activities, it heightens the possibility that girls will seek employment in nontraditional vocations. Boys will come to see it as the norm and not the exception” Geena Davis said.

The Institute has a programming arm called See Jane that works collaboratively with studios, networks, and leading content creators using cutting-edge research, providing strategic guidance to create actionable solutions.

Geena Davis says, “When entertainment executives see the results of our studies, they are surprised and open-minded to change. They care about the future of our kids too.”

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Alan Gray is the Publisher and Editor-in-Chief of NewsBlaze Daily News and other online newspapers. He prefers to edit, rather than write, but sometimes an issue rears it’s head and makes him start hammering away on the keyboard.

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Alan has been on the internet since it first started. He loves to use his expertise in content and digital marketing to help businesses grow, through managed content services. After living in the United States for 15 years, he is now in South Australia. To learn more about how Alan can help you with content marketing and managed content services, contact him by email.

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Alan is also a techie. His father was a British soldier in the 4th Indian Division in WWII, with Sikhs and Gurkhas. He was a sergeant in signals and after that, he was a printer who typeset magazines and books on his linotype machine. Those skills were passed on to Alan and his brothers, who all worked for Telecom Australia, on more advanced signals (communications). After studying electronics, communications, and computing at college, and building and repairing all kinds of electronics, Alan switched to programming and team building and management.

He has a fascination with shooting video footage and video editing, so watch out if he points his Canon 7d in your direction.