Abstract
This study explored the pictoral representation of men, women, boys, and girls in popular computer magazines through content analysis. Issues of three mass market computer magazines (total pages =2,637) were analyzed to determine numbers of men, women, boys, and girls illustrated; roles in which they were portrayed; and whether they were shown using the computer actively, standing by while others used the computer, or rejecting the computer. Many stereotypic portrayals were found: Men appeared in illustrations almost twice as often as women; women were overrepresented as clerical workers and sex objects, while men were overrepresented as managers, experts, and repair technicians. Women were shown significantly more often in a passive role vis-a-vis computers. In mixed-sex illustrations, men were most often shown in the position of authority. Only women were shown rejecting the computer or portrayed as sex objects. Also included are observations regarding the effects of stereotypic portrayals on women/girls and suggestions for further research.
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