Perceived sexualization in girls' fashion stylings: A Spain-China cross-cultural analysis

 Mónica Díaz-Bustamante-Ventisca, Complutense University of Madrid (Spain)

 Carmen Llovet-Rodríguez, International University of Catalonia (Spain)

 María-José Narros-González, Complutense University of Madrid (Spain)

https://doi.org/10.3916/C65-2020-07

Keywords

Childhood, sexualization, cross-cultural study, media literacy, advertising, fashion, sexism, media convergence

Abstract

Many institutions, social and political groups are warning of the risks associated with the early sexualization of childhood. These agents appeal to the responsibility of the media to avoid creating content that may lead to childhood sexualization and that is easily accessible to all audiences. Responding to this demand and through a cross-cultural Spain-China approach, this work focuses on the analysis of the perception of girls’ sexualization in the fashion stylings disseminated by the media. A survey of 750 Communication and Advertising university students in Spain (N=449) and in China (N=301) was carried out. Five latent sexualization factors identified confirm that perceived sexualization in girls’ fashion styling is a multi-dimensional phenomenon that occurs from the combined use of multiple sexualizing attributes. The country of origin (Spain or China) has been associated with the perception of sexualization and the identified latent sexualizing factors. Finally, an explanatory and highly effective predictive model has been obtained for this type of childhood sexualization in terms of the factors and country of origin. Conclusions suggest that it is necessary to reinforce the training of communication professionals and minors to avoid creating images of sexualized girls through certain styling codes.

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Technical information

Received: 09-01-2020

Revised: 28-02-2020

Accepted: 28-04-2020

OnlineFirst: 15-06-2020

Publication date: 01-10-2020

Article revision time: 50 days | Average time revision issue 65: 36 days

Article acceptance time: 110 days | Average time of acceptance issue 65: 79 days

Preprint editing time: 221 days | Average editing time preprint issue 65: 191 days

Article editing time: 266 days | Average editing time issue 65: 236 days

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