Maudindo a jenda amayamba kupanga ali aang'ono, tikamasankha pinki kwa atsikana ndi buluu kwa anyamata, tikagula zidole za atsikana ndi magalimoto kapena mfuti za anyamata. Komabe, kafukufuku amene anachitika ku yunivesite ya Connecticut wasonyeza kuti atsikana ndi anyamata ambiri safuna kuti zoseweretsa zawo zizingotengera jenda.
Kupewa ndendende maudindo ochepera awa, khodi ya deontological yosainidwa ndi Unduna wa Ogula ndi Spanish Association of Toy Manufacturers (AEFJ) yomwe iyamba kugwira ntchito sabata ino ku Spain "ikulepheretsa" kupereka zotsatsa zamasewera omwe amapereka chithunzi chogonana. kapena perekani maudindo okhwima, monga chithunzi chomwe chagwiritsidwa ntchito m'nkhani ino, chithunzithunzi cha mfundo zosavuta za jenda kuti anyamata ndi atsikana aphunzire msanga zomwe anthu amayembekezera kwa iwo.
Zoseweretsa zilibe jenda
Kuyambira tsopano, malonda adzayenera kusakanikirana, kotero sitiyenera kuwonanso malonda ndi atsikana ang'onoang'ono akugwira zidole kapena akusewera amayi apakhomo. Otsatsa atsopano ayenera kupewa kugwirizanitsa atsikana ndi kudzikongoletsa, ntchito zapakhomo kapena zochitika zokhudzana ndi kukongola komanso anyamata ndi zochitika, masewera olimbitsa thupi kapena luso lamakono.
The kudziletsa malamulo malamulo malonda ana amapereka kuti "Nthawi zambiri, zotsatsa zoseweretsa zidzapewa kuwonetsa kukondera kwa amuna ndi akazi powonetsera atsikana ndi anyamata, kulimbikitsa chithunzithunzi chochuluka komanso chofanana pa maudindo omwe angatenge, ndi cholinga cholimbikitsa ndikuthandizira kusankha kwawo mwaulere zoseweretsa".
Cholinga cha lamulo latsopanoli ndi chakuti malonda a zidole azikhala ofanana, oona komanso olimbikitsa, makamaka omwe amayang'ana ana osapitirira zaka 7, omwe amawaona ngati gulu lomwe limakhala pachiwopsezo chokhudzidwa ndi malingaliro osagwirizana ndi amuna kapena akazi pamene akupanga chidziwitso chawo ndi malingaliro awo. dziko. Mwanjira imeneyi, cholinga chake ndi kulimbikitsa ndi kulimbikitsa chithunzithunzi chambiri, chofanana komanso chopanda tsankho paubwana.
M'malo mwake, zoseweretsa sizidzawonetsedwa momveka bwino kapena momveka bwino kuti ndi zamtundu umodzi kapena wina, komanso mayanjano amitundu (monga pinki kwa atsikana ndi buluu kwa anyamata). Otsatsa ayeneranso kugwiritsa ntchito mawu ophatikiza ndikuwonetsa zitsanzo zabwino.
Zoseweretsa za binary sizinalipo nthawi zonse
Zoseweretsa za anyamata zimakonda kukhala zaukali kwambiri ndipo zimaphatikizapo kuchitapo kanthu ndi kutengeka maganizo, pamene zoseweretsa za atsikana zimakhala ndi mitundu yosamveka bwino ndipo zimasonyeza kuseŵera kopanda kanthu, kutsindika kukongola, umayi ndi kulera. Koma sizinali choncho nthawi zonse. Kumayambiriro kwa zaka za m'ma XNUMX, zoseweretsa sizinkagulitsidwa kawirikawiri zamitundu yosiyanasiyana.
Munali m’ma 40 pamene opanga zoseŵeretsa anazindikira kuti mabanja olemera anali okonzeka kugula zovala zatsopano, zoseŵeretsa, ndi zinthu zina ngati zitagulitsidwa mosiyana kwa amuna ndi akazi. Choncho linabadwa lingaliro la pinki kwa atsikana ndi buluu kwa anyamata.
Pakadali pano, kutsatsa kwa zidole za binary sikutha. Kuyenda m'malo ogulitsa zidole mosakayikira kumavumbula omvera awo. Timipata ta atsikana timakhala tokhala ndi pinki, todzaza ndi zidole, mafumu, ndi timakhitchini tating'ono. Misewu ya anyamata nthawi zambiri imakhala yabuluu ndipo imawonetsa magalimoto, mfuti ndi ngwazi.
Komabe, tiyenera kudziŵa kuti chidole kapena galimoto yokhayo sichidzathetsa zaka makumi ambiri za mayanjano zomwe zinatipangitsa kukhulupirira kuti anyamata amavala buluu, ali ndi tsitsi lalifupi ndi kusewera ndi magalimoto; pomwe atsikana amakonda pinki, amakhala ndi tsitsi lalitali komanso amaseweretsa zidole.
Izi zikutanthauza kuti pamene kuyesa kuthetsa kugonana kwa kugonana kwa malonda otsatsa chidole ndi sitepe yofunika, sikungasinthe kwenikweni mmene makolo ndi akulu ambiri amaphunzitsira anyamata zachimuna ndi atsikana za ukazi.
Kafukufuku wosangalatsa kwambiri wopangidwa ndi a Pew Research Center adawulula kuti oposa atatu mwa anayi mwa anthu anayi omwe adafunsidwa adati ndi bwino kuti makolo alimbikitse atsikana kusewera ndi zidole kapena kuchita nawo zinthu zokhudzana ndi amuna kapena akazi okhaokha. Koma ndi ochepa kwambiri amene anaganiza kuti n’kwabwino kulimbikitsa anyamata kutenga nawo mbali m’maseŵero omwe kale ankachitika ndi atsikana.
Lingaliro lanzeru lomwe lingawerenge pakati pa mizereyo lipeza kuti kafukufukuyu akuwonetsa kuti anthu omwe amangokhalira kukayikira amapitilirabe m'gulu la anthu omwe amalumikizana ndi chikhalidwe cha "chimuna" monga mphamvu, kulimba mtima ndi utsogoleri ndi chinthu chabwino ndi chofunikira, pomwe mikhalidwe imagwirizana ndi ukazi. monga chiwopsezo, kutengeka mtima, chisamaliro ndi chikondi, ndizoyipa - kapena zosafunikira.
Chotero mosasamala kanthu za kusatsa malonda kwa zoseŵeretsa, anyamata angakhalebe ndi lingaliro lakuti sikuli bwino kufuna kuseŵera ngati atsikana. Ndipo kuti tisinthe izi tidzafunika nthawi yambiri. Mwina tikuyang'ana kwambiri kupatsa mphamvu atsikana ndikuyiwala kumasula anyamata ku ziyembekezo zonse za jenda zomwe zimawalepheretsanso.
Malire:
(2022) Código de Autorregulación de la publicidad infantile de juguetes. Mu: Kudziletsa.
Watson, RJ ndi. Al. (2020) Umboni Wa Zidziwitso Zosiyanasiyana mu Zitsanzo Zazikulu Zapadziko Lonse za Achinyamata Ochepa Ogonana Amuna Kapena Akazi. Kafukufuku wa Adolescent; 30(S2): 431-442.
Menasce, J. (2017) Anthu ambiri aku America amawona kufunika kotsogolera ana ku zoseweretsa, zochitika zokhudzana ndi amuna kapena akazi okhaokha. Mu: Pew Research Center.
Pakhomo Ngakhale pinki ndi ya atsikana kapena buluu ndi ya anyamata, zoseweretsa zilibe jenda idasindikizidwa koyamba mu Pakona ya Psychology.
