Men and their engagements with stereotypically feminine media

Men and Their Engagements with Stereotypically Feminine Media Products

CarrieLynn D. ReinhardCommunication Arts & SciencesDominican Universitywww.playingwithresearch.com

Gendered Media Products

Dervin’s Sense-Making Methodology

Study’s Design

2X2 Factorial Design Created Four Situations =

Four Mini-Interviews

Gendered Media Products

Meant for Men

Meant for Women

How Often Engaged

With

Used Only Once

Used Repeatedly

Only included in analysis those that had a Media Product to discuss for each type of situation

Differences highlight Sports (Men), Reality (Women), Games (Men), Romance (Women),

Action/Adventure (Men), and Drama (Women)

Analysis: Men & Cross-Gender Engagings

Why Stopped: Used Only Once• Hindrances in situation to engaging further• Content itself: not enjoying engaging• “I just didn’t like it. It was so long. And you had to watch so much

just to see the few parts that I was real (sic) interested in.” (Gerard, Titanic)

• Relationship with men: fearing ramifications• “I certainly don’t want other guys to catch me doing it.” (Barclay,

Golden Girls)

• Relationship with women: not seeking continuance • “…because the girl I watched it with I don’t even talk to anymore.

We kinda ended on a bad note. I guess if I watched it again it would bring back some bad memories.” (Vance, The Notebook)

• Self cannot relate: not connecting personally• Lacking preference: not desiring to engage • No new information: no gain in knowledge, ideas

Why Continued: Used Repeatedly• Facilitators in situation to engage further• Content itself: enjoying engaging

• “I love to see women in control. And they take what they want. And I love to see people in that show, how everybody has a definite personality. …they’re like a family. That’s what I like the most about the show.” (Adam, Sex and the City)

• Relationships with women: seeking continuance• “I always enjoyed watching movies with my sisters… So we could sit

around and talk about it, make fun of it and the characters. That was a good time.” (Leonard, Oklahoma)

• New information: gaining knowledge, ideas • “…plus the ability to again expand my knowledge about women’s wear,

that pertains to me as a gift-giver to my wife, and the father of a daughter, I suppose that has some benefit.” (Elliot, makeover reality shows)

• Self can relate: connecting personally• Preference: desiring to engage

Comparing Situations

Content Itse

lf

Relationsh

ips with

Women

Relationsh

ips with

Men

Self C

an/n

ot Relat

e

Lack

/Hav

e Preference

Lack

/Gain

Inform

ation

0

2

4

6

8

10

12

14

16Once OnlyRepeatedly

How Saw Appropriate for GendersWhen Used Only Once• Genders different• Empowers women• Highlights male stereotypes• Inappropriate for men• Not gender, about humanity• Not gender, about choice• No connection to gender

When Used Repeatedly• Genders different• Empowers women• Inappropriate for men• Not gender, about humanity• Not gender, about choice• Critical of stereotypes• No connection to gender

Abstracting to Compare Situations

Gender Relevant = Genders different + Empowers women + Highlights male stereotypes + Inappropriate for men

Relevant Irrelevant Transcend0

2

4

6

8

10

12

14

16 Only OnceRepeatedly


Gender Irrelevant = No connection to gender (answered “No” to if relate to how see appropriate)


2

4

6

8

10

12

14



Gender Transcend = About humanity + About choice + Critical of stereotypes


2

4

6

8

10

12

14



Seem more Gender Relevant in Used Only Once situations, & more Gender Irrelevant in Used Repeatedly situations


2

4

6

8

10

12

14


Ideas• Less likely interpret gender appropriateness as

relevant or related to why continued engaging with cross-gendered media product• Because something in media product or situation

helped to not worry as much about gender appropriateness?• Helps from reasons: relationships with women, interest in

the content, and gaining information from the engaging• Importance of reasons to man at that time could help

downplay interpretation of gender appropriateness in decision to continue engaging

Future Analysis• Use same three categories of How Saw Gender

to understand all aspects of situations• Would help theorization if continued to downplay role of

gender appropriateness in other aspects of situation

• See if holds true with women in their cross-gender media engagings• Could be less prominent because women have less concern

than men at appearing against the norm for their gender• Highlighted by men being concerned about being called

“girlie”• Dissertation analysis showed no such concern amongst

women studied

Why Does This Matter?• If men cannot be comfortable with gender stereotypes

associated with media products, then how can we expect them to be comfortable in other women-dominated spheres of life, such as being the primary child-care provider or the secondary income earner?• True, in Repeatedly situations, there was less talk of gender

appropriateness, and less talk of fear of ramification from men, but still one primary reason for Repeatedly was due to Relationship with Women.• Our goal should be that men would feel as comfortable in

women-dominated spheres as we want women to feel comfortable in men-dominate spheres.

Thank You!Follow this work at www.playingwithresearch.com

Men and their engagements with stereotypically feminine media

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