Gender segregation on BabyTV: Old-time stereotypes for the very young

The systematic inequality of gender representations in television programming for preschool and older children throughout the world has been well documented. Very little is known, however, about the nature of gender representations in television programs aimed at children in infancy and toddlerhood. This study aims to fill this gap using the case of BabyTV, which is the first television channel in the world directed at infants and toddlers. The qualitative analysis of 39 channel’s programs has yielded results that are in line with previous research demonstrating the dominance of male characters in programming that targets older children, as well as gender stereotyping along traditional lines. It seems that the freedom afforded this channel by virtue of featuring animated characters is counterproductive: rather than using animals or objects to present gender equality, the creators default to male characters as the norm, and to stereotypical depictions and behaviors of female characters.