Sixth Brown Bag – April 10, 2015


Irene van Driel, Jessica Gall-Myrick, Rachelle Pavelko, Betsi Grabe, Paul Hendriks-Vettehen, Mariska Kleemans & Gabi Schaap

The Entanglement of Sex, Culture, and Media in Genderizing Disease

This cross-national survey tested how biological sex, culture, and media factors cultivate gender-based susceptibility to diseases. Data were collected from 1,299 Millennials in two countries (US and the Netherlands), shown to differ in gender role socialization. Sex, national and individual gender role perceptions, and media use variables were entered into hierarchical regression models to predict genderization of 48 diseases. Results indicate that aside from sex and culture, medical media contribute to genderization of diseases.


Glenna Read, Irene van Driel, Yongwoog Jeon, & Robert Potter

Explicit and Implicit Responses to Same-Sex Couples in Advertisements 

Research indicates psychophysiological measures may be more accurate indicators of attitudes towards stigmatized groups than self-report (Stewart et al., 2013). This study examines both types of measures in response to advertisements featuring same-sex couples. Participants (n=94) watched 10 television ads for common items while corrugator activity and heart rate (HR) were recorded, time-locked to the stimuli. Half of the ads featured same-sex couples, the others different-sex couples. The gender composition of the couple was revealed toward the middle of each ad.  After seeing each ad, participants answered questions about their attitudes and affective responses. After all ads, participants completed the Sexuality Implicit Attitudes Test (IAT; Greenwald et al., 1998), with scores used to divide participants into high- and low-bias groups. Results show none of the self-report measures were affected by level of implicit anti-gay bias. However, the high-bias group showed significantly less deceleration in HR over the 10 seconds following the reveal of the same-sex couples versus the different-sex couples. There were no differences in corrugator activity following the reveal of couple orientation, perhaps due to less attention paid to same-sex couples by those high in implicit bias. We conclude those high in anti-gay bias may attempt to ignore messages featuring couples they consider objectionable. However, because of social desirability concerns, these differences are not reflected when subjects are asked about attitudes towards these commercials.


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