Man Up? How Men and Women Respond to Ads Portraying Men in Gender Counter-Stereotypical Roles

IF 3.7 2区社会学 Q2 PSYCHOLOGY, DEVELOPMENTAL

Sex Roles Pub Date : 2026-07-06 DOI:10.1007/s11199-026-01665-y

Alessia Valmori, Sharon Coen, Claudia Manzi

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引用次数: 0

Abstract

The negative effects of gender stereotypes have led many communication professionals to adopt strategies aimed at challenging them. One of these is counter-stereotypical advertising (CSA), based on representing men and women in non-traditional gender roles. However, little is still known about the actual effects of CSA and whether it truly leads to the intended outcomes. This study aims to examine these effects by focusing on CSA portraying men in domestic roles. In a two-wave repeated-measures experimental study ( N = 254), we examined how different types of domestic CSA affected people’s views about traditional gender roles. Participants were divided in three groups and exposed to different types of ads: CSA showing only men domestic roles, CSA showing men in domestic roles and women in counter-stereotypical roles, or control ads. Results showed that women who saw ads with counter-stereotypical roles became less traditional in their gender role beliefs, compared to women in the control group. However, men who saw the same counter-stereotypical role ads became more traditional in their views, showing a “backfire” effect. These findings suggest that CSA can have different effects depending on the audience, which is important for creating effective campaigns that promote gender equality. Practitioners in advertising, education, organizational management, and social policy should consider these differences when designing messages aimed at challenging traditional gender norms.

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人了?男性和女性对男性反性别刻板印象广告的反应

性别刻板印象的负面影响导致许多传播专业人员采取旨在挑战它们的策略。其中之一是反刻板印象广告（CSA），其基础是在非传统性别角色中代表男性和女性。然而，对于CSA的实际效果，以及它是否真的能达到预期的效果，我们仍然知之甚少。本研究旨在通过关注男性在家庭角色中的CSA来检验这些影响。在一项双波重复测量实验研究（N = 254）中，我们研究了不同类型的家庭CSA如何影响人们对传统性别角色的看法。参与者被分成三组，观看不同类型的广告：CSA只展示男性的家庭角色，CSA展示男性的家庭角色和女性的反传统角色，或对照广告。结果表明，与对照组的女性相比，看到反传统角色广告的女性在性别角色信念上变得不那么传统。然而，看到同样的反刻板印象的角色广告的男性在他们的观点上变得更加传统，显示出“适得其反”的效果。这些发现表明，CSA可以根据受众产生不同的效果，这对于创建有效的促进性别平等的活动非常重要。广告、教育、组织管理和社会政策的从业者在设计旨在挑战传统性别规范的信息时应考虑这些差异。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sex Roles Multiple-

CiteScore

7.20

自引率

5.30%

发文量

期刊介绍： Sex Roles: A Journal of Research is a global, multidisciplinary, scholarly, social and behavioral science journal with a feminist perspective. It publishes original research reports as well as original theoretical papers and conceptual review articles that explore how gender organizes people’s lives and their surrounding worlds, including gender identities, belief systems, representations, interactions, relations, organizations, institutions, and statuses. The range of topics covered is broad and dynamic, including but not limited to the study of gendered attitudes, stereotyping, and sexism; gendered contexts, culture, and power; the intersections of gender with race, class, sexual orientation, age, and other statuses and identities; body image; violence; gender (including masculinities) and feminist identities; human sexuality; communication studies; work and organizations; gendered development across the life span or life course; mental, physical, and reproductive health and health care; sports; interpersonal relationships and attraction; activism and social change; economic, political, and legal inequities; and methodological challenges and innovations in doing gender research.