Sex vs. status in sex-associated stereotypes

Abstract

The trait content of sex stereotypes can be created by social role status alone, without reference to sex. In contemporary culture sex and role status are confounded: Authority roles are played by men; women occupy subordinate positions. TV commercials encode the unequal status as tacit assumptions in brief scenarios. Videotaped reenactments of three such commercials served as stimuli. One reenactment of each duplicated the original network versions. In a second reenactment of the same commercials, the male and female actors switched roles. Subjects (n=128 men and women) viewed the commercials and made personality attributions to each character on five sex-stereotypic dimensions, e.g., "dominant—submissive." Stereotypic trait patterns commonly attributed to sex were determined more by the actor's implicit role status in the portrayed relationship than by the actor's sex. Showing women in high-status roles with the social support of coparticipants may be a means of breaking the stereotypes.