THE ROLE OF TOYS IN FORMATION OF GENDER STEREOTYPES IN CHILDREN
In this paper we analyze the way in which gender stereotypes are incorporated in children toys. We are interested in finding hidden projections, such as ideas, values and models of nowadays toys and associated advertising messages. Based on observed visual and linguistic messages, we’ll try to reveal their meaning and consequences that this way stereotyped objects of mass production may have on future generations. When for the first time it is introduced to stereotypes, a child adopts them as a natural arrangement of culture to which it belongs. It gradually organizes, simplifies and connects information received from its environment. In that way a child adopts the social and cultural norms and accepts certain patterns of behavior that will become an integral part of its personality and its own identity.
By exploring manifestations of gender stereotypes in the world of toys, this paper starts from specific objects of research found in the local market and investigates their contextualization. The functional categorization, and the media presentation and design, discover specific intentionally incorporated codes, which have an important role in the formation of gender stereotypes in children. At the same time, they draw a boundary between the sexes, defining areas of action and interest that the emerging entities should follow. Empirical research done in this paper, which had the aim to detect implementation of gender stereotypes in children, was primarily based on the psychological studies. However, in this paper, we have also tried to stress the economic aspect, and business strategies that the toy industry intentionally produces mentioned stereotypes in purpose of achieving profit. From this perspective, emerged the need for a review of values and behavioral patterns that industry offers to our children trough the toys.
