Abstract
In two studies, we investigated the prevalence of gender stereotypes in print magazines targeted at 2– to 9-year-olds, analysing three crucial and distinct aspects of children’s magazines: the front cover, the magazine content, and featured activities. Study 1 focused on the front covers of 106 children’s print magazines aimed at audiences of either girls, boys, or both boys and girls. Content analyses revealed that magazines aimed solely at boys or girls displayed gender-stereotypic colours and more same- than other-gender characters. Front covers aimed at girls contained no speaking characters and, compared to front covers aimed at boys, displayed more words related to appearance. Study 2 analysed the content of 42 magazine issues. Magazines aimed at girls were most likely to incorporate the themes of fashion and home, to instruct the reader to ask for an adult’s help with an activity, and less likely to include activities labelled as educational than were magazines aimed at boys or both girls and boys. In contrast, magazines aimed at boys were most likely to incorporate the theme of occupations. Overall, findings suggest that gender stereotypical messages are embedded throughout young children’s magazines, which are tailored in their style and content based on their target audience.