El papel de los catálogos de juguetes en la construcción de los estereotipos de género

Abstract

Toys are a fundamental tool for transmitting the values and customs of asociety, so they are a very influential factor in learning stereotypes and gender roles.Currently, toy companies continue to use stereotyped images in the advertising of their products, and this is accentuated on the dates close to Christmas, when establishments make catalogs that reach the homes of most children. In this work, an analysis of four toy catalogs of Spainand the United Kingdom is carried out. From their analysis, it can be deduced that, although work is being done in favor of parity in the representation of gender in the advertising ofchildren’s toys, generalized differences persist. For example, in the section of action figures the presence of masculine characters survives in a majority way; however, in the dolls section,fundamentally female child characters appear.