From Screen to Standpoint

Sexism, female marginalization, and gender stereotyping in movies are evident in Western popular media, especially in Hollywood productions (Valentowitsch, 2023, p. 293). The prioritizing and standardization of men is called male bias, it is a form of discrimination where women are treated differently compared to men, solely based on their gender, and is often visible in Hollywood movies (Perez, 2020, p. XI). This research takes part in a transformation towards more gender equality in Hollywood movies, by researching how male bias is the product of societal thinking where women are continued to be overlooked and discriminated from men. By examining male bias, the research sheds light on the influence media production companies, e.g. Hollywood, have in shaping the public discourse (Perez, 2020, pp. XII-XIV). This research investigates the role of male bias in Hollywood movies in shaping negative attitudes towards gender stereotypes among individuals aged 18 to 25 in the Netherlands. As individuals tend to internalize behaviors and attitudes observed in media, this research also investigates the moderation of media consumption levels and its impact on shaping attitudes (Ward & Grower, 2020, p. 179). Political preference is likewise an important factor that shapes attitudes, as people tend to align their actions and thoughts with their political beliefs (Acharya et al., 2015, p. 2). Therefore, political preference is another moderator in this research. To analyze these effects, this research employs quantitative research with pretest-posttest control group experimental design, as quantitative research allows for objective measurements in social contexts (Matthews & Ross, 2010, p. 209). This research conducts an online survey with an experimental design, since online surveys systematically collects measurable social data, reaches big groups of people, ensures high levels of objectivity, and results can be projected to an entire population (Matthews & Ros, 2020, p. 206). Results of a one-way between-groups analysis of covariance show that the awareness of male bias, which is measured by the Bechdel test (Agarwal et al., 2015, p. 830), results in more negative attitudes towards gender stereotypes compared to those not made aware of male bias. In other words, the awareness of male bias in Hollywood movies strengthens negative public attitudes towards gender stereotypes, among individuals aged 18 to 25 years living in the Netherlands. Furthermore, media consumption levels play a significant role in moderating this effect, as people with a high level of media consumption on their phone are associated with even stronger negative attitudes towards gender stereotypes than people who are not aware of male bias. Political preference also moderates the effect of male bias in Hollywood movies on attitudes towards gender stereotypes, as people with a left-wing and centrist political preference show an even more negative attitude towards gender stereotypes than those who are not aware of male bias in Hollywood movies. The research compliments to the existing body of research of male bias within the context of Hollywood movies and their social impact in the Netherlands, offering insights for future research aimed at gender equality in media portrayals.