 Playing with emotions: Text analysis of emotional tones in gender-casted Children’s mediaEric Setten and Steven Chen Journal of Business Research, 2024, vol. 175, issue C Abstract: This research examines the differences in emotional tones and drives in gender-casted (e.g. boy-directed vs. girl-directed) children’s media and how this has changed over time. This topic is important given that children spend copious amounts of time watching media. Two studies utilizing Linguistic Inquiry and Word Count (LIWC) text analysis on a diverse body of over 1000 h of media transcripts from 78 franchises demonstrate that girl-directed children’s media has a more positive emotional tone overall than boy-directed media, but that this difference is narrowing over time. Additionally, boy-directed media features a greater prevalence of words expressing the emotion of anger and the drives of power and risk. In contrast, girl-directed media features a greater prevalence of words expressing the emotion of sadness and the drive of affiliation. The results proffer insights into how emotional tones and drives represented in children’s media may impact young consumers’ understanding of gender. Keywords: Children; Media; Gender; Emotions; Text analysis; LIWC (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:175:y:2024:i:c:s0148296324000456 DOI: 10.1016/j.jbusres.2024.114541 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.