• 대한인간공학회지
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• 제30권3호
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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.

• 대한인간공학회지
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• 제31권3호
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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.

• 대한화학회지
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• 제58권2호
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• pp.210-220
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• 2014

이 연구에서는 2009 개정 교육과정에 의한 중학교 과학 교과서 27권에 제시된 삽화에 나타난 성역할 고정관념을 분석하고, 2007년 개정 교육과정에서의 과학 교과서 분석 결과와 비교하였다. 2009 개정 교육과정에 의한 교과서에서는 모든 학년에서 남학생의 등장 빈도가 여학생보다 높았으며, 이전 교육과정에 의한 교과서에 비해 삽화에 제시된 학생의 성별 등장 빈도 차이가 약간 증가하였다. 특히, 학습외 활동에서는 이전 교육과정에 의한 교과서와 마찬가지로 출판사에 관계없이 성별 등장 빈도의 차이가 컸다. 성인이 제시된 삽화의 경우, 남성의 등장 비율이 여성보다 높았으며 학생 등장 삽화에 비해 성별 간의 차이가 매우 큰 것으로 나타나, 이전 교육과정에 의한 교과서에 비해 별다른 개선이 이루어지지 않았다. 모든 출판사의 교과서에서 가정 활동에서는 여성이, 가정외 활동에서는 남성이 많이 등장하였고, 가정외 활동에서의 차이는 이전 교육과정에 의한 교과서보다 증가하였다. 또한, 대부분의 직업에서 남성의 비율이 높았으며, 교과서에 제시된 과학자는 대부분 남성이었다.

• 가정과삶의질연구
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• 제23권4호
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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.

• 아동학회지
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• 제27권3호
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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.

• 복식문화연구
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• 제19권2호
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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.

• 동서간호학연구지
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• 제20권1호
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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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• 제15권4호
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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.

• 한국정보통신학회논문지
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• 제22권11호
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• pp.1481-1488
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• 2018

컴퓨터 게임 플레이 중에 발생하는 여성 혐오 현상도, 그에 대한 대응으로 발생하는 남성 혐오 행동도 여성 게이머의 증가와 함께 크게 중가하고 있다. 미국에서 벌어진 #Gamergate 사건이나 우리나라에서 벌어진 갓건배 사건 등은 이런 게임 내 성적 차별/혐오 행동이 직접적인 물리적 폭력의 위협으로 발전할 수 있음을 보여 준 위험한 사례이다. 이 논문에서 우리는 우리 청년 게이머들 중 그러한 성차별/혐오 행동의 가해자 군과 피해자 군, 그리고 일반 게이머군 사이에 어떤 차이가 있는지를 섹시즘 발현 척도를 통해 조사하고 분석하였다. 그 결과 성별로 유의한 섹시즘 차이가 존재하고 남성 그룹 중에도 세부 그룹들이 독특한 행동 패턴을 보이며 여성 가해자 그룹이 가장 높은 섹시즘 척도를 보이는 등 여러 가지 걱정스러운 현상을 감지하였다. 또한 Big-5 성격 요인 검사를 통해 이들 그룹 구성원들이 가진 성격 특성이 가해/피해 그룹 간에 차이가 있는지를 검사했는데 그 부분에서는 발생한 차이가 내재적 성격 특성인지 피해에 대한 상호작용의 결과인지는 분명하지 않았다. 결국 잘못된 성 고정관념이나 섹시즘 발현은 사회문화적 젠더 인식 교육이 청소년기에 적극적으로 이루어져야 개선될 것이라 생각한다.

• 한국콘텐츠학회논문지
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• 제21권11호
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• pp.464-477
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• 2021

이 연구는 대학생들을 대상으로 기성세대와의 세대 간 커뮤니케이션에 영향을 미치는 요인을 조사한 연구이다. 선행연구를 통해 세대 간 커뮤니케이션에 중요한 영향을 미치는 것으로 나타난 변수인 '고정관념'이 세대간 커뮤니케이션 만족도에 미치는 효과를 통계적으로 검증하고, 외집단불안의 매개효과와 커뮤니케이션 능력의 조절효과를 살펴보았다. 분석결과 외집단 불안은 고정관념이 커뮤니케이션 만족도에 미치는 영향을 매개하는 것으로 나타났으며, 이 경로는 성별과 커뮤니케이션 능력에 따라 다르게 나타났다. 남학생 집단과 커뮤니케이션 능력이 높은 집단의 경우에는 고정관념이 외집단 불안에 영향을 주었으나 외집단 불안이 직접적으로 세대 간 커뮤니케이션 만족도에 영향을 미치지 않은 반면, 여학생 집단과 커뮤니케이션 능력이 낮은 집단의 경우 외집단 불안이 세대 간 커뮤니케이션 만족도에 유의한 영향을 미치는 것으로 나타났다. 또한 선행연구 결과와 달리 능력과 관련된 고정관념보다는 인품과 관련된 고정관념이 세대 간 커뮤니케이션에 더 긍정적 영향을 미치는 것으로 나타났다.