PINK OR BLUE - GENDER-STEREOTYPIC PERCEPTIONS OF INFANTS AS CONVEYED BY BIRTH CONGRATULATIONS CARDS

To examine societal gender stereotypes of infants, this unobtrusive st udy examined the visual images and verbal messages present in birth co ngratulations cards. The sample consisted of 61 girl and 61 boy cards selected from 18 establishments in four municipalities, which differ i n size, ethnicity, and socioeconomic status. A content analysis reveal ed several differences between girl and boy cards. Visual images indic ative of physical activity, such as action toys and active babies, wer e more prominent on boy than girl cards. Verbal messages of expressive ness, including sweetness and sharing, appeared on more girl than boy cards. In addition, more boy than girl birth cards presented a message of happiness for the parents and/or the baby. The findings are discus sed in the context of gender stereotypes.