“Boy’s Club:” Examining sexist humor on types of sexism and femininity ideology using two research approaches

Abstract

AbstractThe current study examined sexist humor and participants’ level of sexism and femininity ideology using two research approaches: (1) a quasi-experimental design in which participants were primed with sexist humor and (2) a correlational approach using content analysis to estimate exposure to sexist humor in media. It was hypothesized that exposure to sexist humor would influence viewer’s sexist views and femininity ideology. It was also hypothesized that the quasi-experimental design would yield confirmatory results of our initial hypothesis while the correlational design would not. Participants included 1,559 male and female college students who were randomly assigned to three experimental conditions (viewed sexist humor, viewed non-sexist humor, viewed no videos) and then answered questions related to sexism and femininity ideology followed by general demographic items and media viewing preferences. Results confirmed that the quasi-experimental design, in comparison to the correlational design, yielded more confirmatory results in that those exposed to sexist humor had higher scores on all outcome measures examined. Limitations of priming and content analysis are discussed as well as directions for future research.