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EXTERNAL INFLUENCERS

The media continuously promotes gender stereotypes, showing women in television
advertisements for laundry soap, mops and vacuum cleaners. Men, on the other hand,
are predominantly featured in commercials for mechanical equipment and are typically
portrayed in beer commercials, with women appearing as provocatively dressed, sex
objects. One pioneer working to change portrayals and stereotypes of women in
children’s entertainment and media is actress Geena Davis. The Institute on Gender
in Media (www.seejane.org), which Davis founded, aims to expose and correct gender
inequalities in every media and entertainment company through cutting-edge research,
education, training, strategic guidance and advocacy programs.

It’s important to remember that not all
girls are stereotypical. Some share
similar interests with boys their age,
others are a combination, some girls
are intrigued by STEM, and some
believe only boys can succeed in
STEM. It’s important that we market
STEM to all girls, so that no one
group is turned off, or alienated by
the messages they are receiving
about girls and STEM. STEM for
girls doesn’t have to be “pink”. It is
worth noting though, that consumers
already spend a vast amount of money
in the “pink” aisles of toy stores.

STEM-FRIENDLY TOYS THAT TRAIN

Companies such as Lego are committed to sparking interest in STEM. Lego’s mission is
to “Inspire and develop the builders of tomorrow”. Lego bricks provide an amazing variety
of creative play opportunities. In addition to the huge fun element for younger children,
the vibrantly colored pieces and easily interlocking arrangements provide hours of
patterning practice and fine-motor development. Sorting skills (which are a key part of
the Kindergarten math curriculum) can be developed and improved by searching for that
one piece that fits perfectly. Playing with Lego develops children’s ability to think in three
dimensions. Skills such as problem-solving, creativity and teamwork are all
enhanced through Lego play.

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