An investigation of gender representation within Lego product packaging

Gamble, Victoria (2014) An investigation of gender representation within Lego product packaging. BA dissertation, University of Portsmouth.

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    Toy play and social interactions play an important role in gender identity. Lego is a prominent toy brand which has the ability to influence children through the appearance of toys and marketing. The purpose of this study was to examine whether Lego stereotype gender in their representation of toys through the product packaging and categorisation of products. The study explores connections between visual and verbal representations.
    The data consisted of seven female-typed, seventeen male-typed and twelve non-gendered or unisex products. The toys appeared on the United Kingdom shop of the Lego website. The marketing and packaging of Lego toys is important because of the worldwide success of the company and the effects toy play and representation can have on children’s future lives.
    The analysis was based upon Kress and Van Leeuwen’s (2006) framework for visual representations. Analysis of the ideational meanings of the images established that gender stereotypes are noticeable within analytical processes, and that narrative processes are dominated by male participants, but that active and passive roles are fulfilled by male and female participants equally. Interpersonal meanings varied dependent on context but showed more interaction between the viewer and image in male-typed than in female-typed products. Textual representations suggested that information held different significance in male-typed to female-typed products. The potential impact of different gender representations of toys as well as limitations to the research conducted and suggestions for future research are discussed within the dissertation.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Humanities and Social Sciences > School of Languages and Area Studies
    Depositing User: Beth Atkins
    Date Deposited: 09 Dec 2014 11:47
    Last Modified: 28 Jan 2015 12:45

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