Pink Or Blue

Abstract

To examine societal gender stereotypes of infants, this unobtrusive study examined the visual images and verbal messages present in birth congratulations cards. The sample consisted of 61 girl and 61 boy cards selected from 18 establishments in four municipalities, which differ in size, ethnicity, and socioeconomic status. A content analysis revealed several differences between girl and boy cards. Visual images indicative of physical activity, such as action toys and active babies, were more prominent on boy than girl cards. Verbal messages of expressiveness, including sweetness and sharing, appeared on more girl than boy cards. In addition, more boy than girl birth cards presented a message of happiness for the parents and/or the baby. The findings are discussed in the context of gender stereotypes.

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