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Challenging Gender Stereotypes using Virtual Pedagocical Characters

Gulz, Agneta LU and Haake, Magnus LU (2010) In Gender Issues in Learning and Working with Information Technology: Social Constructs and Cultural Contexts
Abstract
This paper explores motivational and cognitive effects of more neutral or androgynous-looking versus more feminine-looking and masculine-looking virtual characters. A user study is presented, in which 158 students, aged 17-19, encountered four virtual characters that were visually manipulated to represent gender stereotypicality versus androgyny. On the one hand we explored students’ attitudes towards the different characters as seen in how they ranked them as preferred presenters and articulated their arguments for doing so. On the other hand we looked for patterns as to which character(s) influenced female and male students most positively with respect to their attitude towards a university level computer engineering programme. Results... (More)
This paper explores motivational and cognitive effects of more neutral or androgynous-looking versus more feminine-looking and masculine-looking virtual characters. A user study is presented, in which 158 students, aged 17-19, encountered four virtual characters that were visually manipulated to represent gender stereotypicality versus androgyny. On the one hand we explored students’ attitudes towards the different characters as seen in how they ranked them as preferred presenters and articulated their arguments for doing so. On the other hand we looked for patterns as to which character(s) influenced female and male students most positively with respect to their attitude towards a university level computer engineering programme. Results from the study are presented and discussed. We conclude by pointing towards future research and potential within the area. (Less)
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author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
feminine-looking, gender stereotypicality, virtual characters, androgyny, cultural image, attitude, role model, masculine-looking, computer engineering programme
in
Gender Issues in Learning and Working with Information Technology: Social Constructs and Cultural Contexts
editor
Goodman, Sara; Booth, Shirley; Kirkup, Gill; ; and
publisher
IGI Global
language
English
LU publication?
yes
id
6af442fd-b738-4e0e-b8af-22dbf053f61d (old id 1468436)
date added to LUP
2009-09-24 09:46:02
date last changed
2016-04-16 08:10:10
@inbook{6af442fd-b738-4e0e-b8af-22dbf053f61d,
  abstract     = {This paper explores motivational and cognitive effects of more neutral or androgynous-looking versus more feminine-looking and masculine-looking virtual characters. A user study is presented, in which 158 students, aged 17-19, encountered four virtual characters that were visually manipulated to represent gender stereotypicality versus androgyny. On the one hand we explored students’ attitudes towards the different characters as seen in how they ranked them as preferred presenters and articulated their arguments for doing so. On the other hand we looked for patterns as to which character(s) influenced female and male students most positively with respect to their attitude towards a university level computer engineering programme. Results from the study are presented and discussed. We conclude by pointing towards future research and potential within the area.},
  author       = {Gulz, Agneta and Haake, Magnus},
  editor       = {Goodman, Sara and Booth, Shirley and Kirkup, Gill},
  keyword      = {feminine-looking,gender stereotypicality,virtual characters,androgyny,cultural image,attitude,role model,masculine-looking,computer engineering programme},
  language     = {eng},
  publisher    = {IGI Global},
  series       = {Gender Issues in Learning and Working with Information Technology: Social Constructs and Cultural Contexts},
  title        = {Challenging Gender Stereotypes using Virtual Pedagocical Characters},
  year         = {2010},
}