In the study by Davies et al., we see that the insidious effects of stereotype threat can greatly affect performance. This particular study highlights the fact that negative stereotypes do not necessarily alter self-conceptions but rather inhibit an actor from performing to the best of his or her ability. Ultimately, what inspires the underperformance of females in the math domain, on a sub-conscious level, is the exposure to gender-stereotypic commercials. This finding suggests that our advertisements are perpetuating negative stereotypes and provoking underperformance, especially from minority groups.
In the content analysis conducted by Plous and Neptune, there were several findings that imply the existence of racial and gender biases in the magazine advertising industry. By evaluating body positioning, body exposure, and clothing, Plous and Neptune revealed patterns that cannot be explained by economic or marketing strategies. Therefore, these inherent biases or stereotypes are being reinforced not just by the advertisers but also by the public.
Considering the outcomes of these two studies, it is apparent that female inferiority stereotypes are not exclusively generated and reinforced by males. In fact, they are often perpetuated by females or through products that appeal to females. I am wondering how we as a society might be able to overcome this problem? Given the affects on performance caused by negative stereotyping, is it the responsibility of advertisers or widely encountered media outlets to eliminate anything that contains them? Or perhaps are we underestimating our role as the public and willingness to facilitate negative stereotyping? I apologize for excluding the male members of our class from this question, but as females, are we potentially ignoring our own desires to be submissive or objectified? How else can we explain the consistent support of negative stereotypes that was found in the Plous and Neptune study?
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