• Journal of the Ergonomics Society of Korea
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• v.30 no.3
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• pp.389-394
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• 2011

The aims of this study are to investigate the Korean population stereotype for control-display linkage of four-burner gas-range, and to compare the results of this study with those of the existing studies. The investigation used a paper-pencil test using questionnaire with a sign code system for eliminating suggestive effect of sequential code. Two hundreds and eighty subjects participated in the investigation, among whom 254 subjects effectively responded to question for the gas-range stereotype. The results showed that type III(refer to Table 2) was chosen more frequently than type II, IV and V(p<0.01). The gender is not significant on responding rate for the type of control-burner linkage(p>0.92), while the age and occupation have significant effect on the rate(p<0.01). Based on this study, it appears that type III represents the population stereotype of control-burner arrangement for Korean. The stereotype was the same as that of Chinese, but different from that of American(type II or IV). The findings of this study would be helpful as basic data for ergonomically designing gas-range or similar products.

• Journal of the Ergonomics Society of Korea
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• v.31 no.3
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• pp.463-467
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• 2012

This study aims to empirically investigate population stereotype of burner-control linkage of four-stove gas range for Koreans. Background: The previous studies' results for gas range stereotypes were different depending upon methods adopted, i.e., whether using questionnaires, computer simulation or physical models. It is known that the physical model experiment should not be methodologically replaced by the computer simulation or paper-and-pencil tests. Stereotype of gas range for Koreans was surveyed based on questionnaires, but has not been dealt with by using physical models. Method: An experiment was conducted to investigate stereotype of four-burner gas range, in which 32 subjects participated and a real gas range available in the market was bought and used. Four types of burner-control linkage were used as independent variable, and reaction time as dependent variable. Results: ANOVA revealed that four types of burner-control linkage and subjects' gender were not significant on reaction time. Duncan's multiple range test showed that reaction times for type III was significantly lower than those for the other three types of burner-control linkage(${\alpha}$=0.05). Conclusion: It is concluded based on the results of this study that stereotype of gas range for Koreans is type III. This is in agreement with results of existing studies using questionnaire survey, while different from those based on physical models. Application: The results of this study would be useful as an ergonomic guideline when designing gas ranges or similar equipments for minimizing operation errors.

• Journal of the Korean Chemical Society
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• v.58 no.2
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• pp.210-220
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• 2014

In this study, the illustrations in the 27 middle school science textbooks developed under the 2009 Revised National Curriculum were analyzed in the aspect of gender-role stereotype, and the results were compared with those of the 2007 Revised National Curriculum. The results of the analyses revealed that male pupils in the illustrations appeared more frequently than female pupils at all grades, and that the gender gap of pupils appeared in the illustrations slightly increased in comparison with those of the precedent curriculum. Similar to those of the precedent curriculum, the gender gap in other activities were particularly large regardless of publishers. In the illustrations of adults, the frequencies of male outnumbered female, and highly gender biased compared with those of pupils to mean that gender bias in the illustrations of adults were not improved at all. While the ratio of female was high in house works, that of male was high in outdoor activities regardless of publishers. The gender gap in outdoor activities increased in comparison with that of the precedent curriculum. Most occupations illustrated were male-dominated, and the majority of scientists were portrayed as male.

• Journal of Families and Better Life
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• v.23 no.4 s.76
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• pp.91-100
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• 2005

The purpose of this study was to examine the developmental trends in children's gender-role flexibility across different areas of gender-role concept(appearance, activities, occupations, personality trails). Participants included 74 children(1st, 3rd, 5th graders). They were interviewed on a series of 16 pictures depicting cross-gender characteristics. Analyses revealed that (a) flexibility reached its peak at around age 8, which then remained the same except in appearance, (b) girls showed higher flexibility than boys except in occupations, (c) children showed the lowest flexibility in appearance and the highest in occupations, (d) children showed the lowest flexibility toward a male target child with cross-gender characteristic, and (e) children's justifications for flexibility were varied according to the situations. The results suggest that children's gender-role flexibility is influenced by age, sex, areas of gender-role concept, and target persons.

• Korean Journal of Child Studies
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• v.27 no.3
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• pp.189-205
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• 2006

Gender role flexibility in social and non-social situations across 4 areas of gender-role concepts(appearance, activities, occupations, and personality traits) were studied in 74 1st, 3rd, and 5th grade children. They were interviewed with 16 pictures depicting cross-gender characteristics. Children showed higher flexibility in social than in non-social situations. In social situations, children justified cross-gender characteristics in all 4 areas of gender-role concept. In non-social situations, children showed (a) highest flexibility in occupations and lowest in appearance, (b) lower flexibility toward male than female target children, (c) peak flexibility at age 8, then remaining the same except for appearance, and (d) higher flexibility in girls than in boys. In social and non-social situations children gave variable justifications for flexibility.

• The Research Journal of the Costume Culture
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• v.19 no.2
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• pp.430-448
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• 2011

This study analyzes the stereotyped femininity with a focus on body codes, which has been continuously expressed in fashion illustrations from the late $19^{th}$ century to the year 2010, and examines the changes in its meaning. Stereotyped femininity was reorganized by the changes in female sex role effected by social changes, as well as by the body discourse and feminism in the late $20^{th}$ century, These socio-cultural backgrounds led to the change in the meaning of stereotyped women expressed in fashion illustrations. The stereotyped women in fashion illustrations are characterized by gender-oriented body, and the typical image of women was reproduced with the marks of poses and looks that feature passiveness and subordination. Then, the gender-oriented body since 1990's shifted to active meaning that positively revealed sexual desire. The space positioned by women is also the symbol of gender. In line with changes over time, the backgrounds in fashion illustrations have changed from private space such as home and nature to public space such as city, which reflects diversification and expansion of space for women. This study has identified the changes in meaning, based on the analysis of the characteristics of stereotyped women expressed in fashion illustrations. Above all, women who were objectified as a subject by dominant discourse have established the concept of active body as an entity. In addition, the symbol of typical femininity is "slim" and "beauty", which reflects the change from the emphasis on childbirth-related femininity to self-control and conquer. On the other hand, the typical features expressed through body have reproduced dichotomous structure, but the emergence of body and background deviated from gender has reorganized the symbolic order of gender.

• Journal of East-West Nursing Research
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• v.20 no.1
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• pp.48-56
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• 2014

Purpose: The purpose of this study was to examine the psychological variables related to sexual issues and sexual violence experiences by gender in university students. Methods: A self-report survey collected responses from 469 university students in three regions. The data were analysed using descriptive statistics, using descriptive statistics, independent t-test, ${\chi}^2$-test, and Pearson correlation coefficients. Results: While male students' scores on sexual assertiveness and sexual assault recognition were lower than female students', their scores on gender role stereotype and sexual violence permissiveness were higher. Female students' sexual violence victims were higher than male students', however, their scores on sexual violence perpetrations were lower than male students'. Sexual violence victims and perpetrations experiences were significantly related to sexual assault recognition and sexual violence permissiveness in male and female students. There were significant relationships between sexual violence perpetrations experiences and gender role stereotypes in male students, while there were significant relationships between sexual violence victims and inflictions experiences and sexual assertiveness in female students. Conclusion: The present study suggests that differentiated programs for preventing or arbitrating sexual violence should be developed and applied by gender because there were differences between male and female students in the level of psychological variables related to sexual issues and sexual violence experiences.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.11
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• pp.1481-1488
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• 2018

As female gamers are rapidly increasing, the misogyny and the misandry in game playing situation are also increasing. Recent #Gamergate and GodGunbae incident exhibit that such discriminative/hate behaviour in game playing can be developed into real physical threat or crime. In this paper, we investigate and analyze young Korean game players on how the attackers group, victims group, and gender-issue-indifferent group behave differently in game playing through survey. We found that male gamers had high hostile sexism against female gamers especially on females' game attitude and streotyped hatred with respect to the gender ${\times}$ group interaction. In big-5 personality test, however, it is not clear if attackers and victims had a noticeable different personality patterns. In result, we verify that there exist gender stereotype and high hostile sexism among young Korean gamers. Active gender-equality education on their adolescent period is necessary to avoid such destructive hatred in game playing.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.464-477
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• 2021

This study is about university students' perception of intergenerational communication and its affecting factors. Based on literatures on intergenerational communication, the effect of stereotype on intergenerational satisfaction was testified and the mediating role of intergroup anxiety and the moderating role of communication competence were also analysed. Results showed that the effect of stereotype was mediated by intergroup anxiety, and the paths were different depending on the gender and communication competence. In the case of the male student group and the group with high communication ability, stereotypes affected intergroup anxiety, but intergroup anxiety did not directly affect intergenerational communication satisfaction. On the other hand, in the case of the female student group and the group with low communication skills, intergroup anxiety had significant effect on communication satisfaction. Also, it was found that the content of stereotype had an important effect on intergenerational communication satisfaction.