Many of our gender stereotypes are strong because we emphasize gender so much in culture (Bigler & Liben, 2007). For example, children learn at a young age that there are distinct expectations for boys and girls. Gender roles refer to the role or behaviors learned by a person as appropriate to their gender and are determined by the dominant cultural norms. Cross-cultural studies reveal that children are aware of gender roles by age two or three and can label others’ gender and sort objects into gender categories. At four or five, most children are firmly entrenched in culturally appropriate gender roles (Kane, 1996). When children do not conform to the appropriate gender role for their culture, they may face negative sanctions such as being criticized, bullied, marginalized or rejected by their peers. A girl who wishes to take karate class instead of dance lessons may be called a “tomboy” and face difficulty gaining acceptance from both male and female peer groups (Ready, 2001). Boys, especially, are subject to intense ridicule for gender nonconformity (Coltrane and Adams, 2008; Kimmel, 2000)

By the time we are adults, our gender roles are a stable part of our personalities, and we usually hold many gender stereotypes. Men tend to outnumber women in professions such as law enforcement, the military, and politics. Women tend to outnumber men in care-related occupations such as child care, health care, and social work. These occupational roles are examples of typical Western male and female behavior, derived from our culture’s traditions. Adherence to these occupational gender roles demonstrates fulfillment of social expectations but may not necessarily reflect personal preference (Diamond, 2002).

Gender stereotypes are not unique to American culture. Williams and Best (1982) conducted several cross-cultural explorations of gender stereotypes using data collected from 30 cultures. There was a high degree of agreement on stereotypes across all cultures which led the researchers to conclude that gender stereotypes may be universal. Additional research found that males tend to be associated with stronger and more active characteristics than females (Best, 2001); however recent research argues that culture shapes how some gender stereotypes are perceived. Researchers found that across cultures, individualistic traits were viewed as more masculine; however, collectivist cultures rated masculine traits as collectivist and not individualist (Cuddy et al., 2015). These findings provide support that gender stereotypes may be moderated by cultural values.

There are two major psychological theories that partially explain how children form their own gender roles after they learn to differentiate based on gender. Gender schema theory argues that children are active learners who essentially socialize themselves and actively organize others’ behavior, activities, and attributes into gender categories, which are known as schemas. These schemas then affect what children notice and remember later. People of all ages are more likely to remember schema-consistent behaviors and attributes than schema-inconsistent behaviors and attributes. So, people are more likely to remember men, and forget women, who are firefighters. They also misremember schema-inconsistent information. If research participants are shown pictures of someone standing at the stove, they are more likely to remember the person to be cooking if depicted as a woman, and the person to be repairing the stove if depicted as a man. By only remembering schema-consistent information, gender schemas strengthen more and more over time.

A second theory that attempts to explain the formation of gender roles in children is social learning theory which argues that gender roles are learned through reinforcement, punishment, and modeling. Children are rewarded and reinforced for behaving in concordance with gender roles and punished for breaking gender roles. In addition, social learning theory argues that children learn many of their gender roles by modeling the behavior of adults and older children and, in doing so, develop ideas about what behaviors are appropriate for each gender. Social learning theory has less support than gender schema theory but research shows that parents do reinforce gender-appropriate play and often reinforce cultural gender norms.

Gender Roles and Culture

Hofstede’s (2001) research revealed that on the Masculinity and Femininity dimension (MAS), cultures with high masculinity reported distinct gender roles, moralistic views of sexuality and encouraged passive roles for women. Additionally, these cultures discourage premarital sex for women but have no such restrictions for men. The cultures with the highest masculinity scores were: Japan, Italy, Austria and Venezuela. Cultures low in masculinity (high femininity) had gender roles that were more likely to overlap and encouraged more active roles for women. Sex before marriage was seen as acceptable for both women and men in these cultures. Four countries scoring lowest in masculinity were Norway, Denmark, Netherlands and Sweden. The United States is slightly more masculine than feminine on this dimension; however, these aspects of high masculinity are balanced by a need for individuality.

Discrimination

Gender stereotypes and cultural norms maintain gender and sexual inequalities in society. Differential treatment on the basis of gender is also referred to gender discrimination or sexism and is an inevitable consequence of gender stereotypes. Sexism varies in its level of severity. In parts of the world where women are strongly undervalued, young girls may not be given the same access to nutrition, health care, and education as boys. Further, they will grow up believing that they deserve to be treated differently from boys (Thorne, 1993; UNICEF, 2007). Gender stereotypes typically maintain gender inequalities in society. The concept of ambivalent sexism recognizes the complex nature of gender attitudes, in which women are often associated with positive and negative qualities (Glick & Fiske, 2001). It has two components. First, hostile sexism refers to the negative attitudes of women as inferior and incompetent relative to men. Second, benevolent sexism refers to the perception that women need to be protected, supported, and adored by men. There has been considerable empirical support for benevolent sexism, possibly because it is seen as more socially acceptable than hostile sexism.

With regard to sexuality, there is a substantial body of evidence showing that homosexuals and bisexuals are treated differently than heterosexuals in schools, the workplace, and the military. Much of this discrimination is based on stereotypes, misinformation, and homophobia — an extreme or irrational aversion to homosexuals. In the United States, major policies to prevent discrimination based on sexual orientation have not been enacted until recently and are largely the result of local changes rather than national or federal policy.

Reducing Gender Bias and Inequality

As we learned in earlier chapters, biased attributions lead to negative stereotyping and discrimination but being aware of your personal biases, as well as situations or contexts where you experience bias helps reduce cultural. It is important to remember that biases are not permanent and can be shaped and changed to limit their impact on our thoughts and behaviors (Dasgupta, 2013). In addition to self-awareness, demonstrating empathy (understanding and sharing the feelings of someone else) and taking a culturally relativist perspective is another way to reduce gender bias. When we consider the experiences of people who are different from us, we are less likely to make negative and hasty judgments. Challenging and correcting gender stereotypes in everyday activities is another way that we can reduce gender bias as individuals.

To further reduce gender inequality at a systemic or global level cultures should work to reduce infant and mother mortality, close gaps in health care and education among girls and increase employment opportunities and living wages for men and women (World Economic Forum, 2019). Increased enforcement of existing laws against gender-based employment discrimination and against sexual harassment will also reduce gender and sexuality-based inequality in the workplace. Globalization and cultural transmission has facilitated improvements in gender inequality but more can be done to challenge traditional possibilities and increase the opportunities for both females and males.