Skip to Main content Skip to Navigation
Conference papers

Une enseigne a-t-elle intérêt à bouleverser les codes du genre? Réactions d’enfants exposés au catalogue de jouets de Système U

Abstract : Système U retailer has triggered controversial debates, by inserting visuals revolutionizing gender norms in their Christmas toy catalog. The purpose of this paper is to explore children’s reactions at 5-10 years, regarding this catalog and its incongruent visuals, in order to appreciate the pertinence of this initiative. The paper shows that incongruent visuals are rarely noticed by children when flipping through the catalog. But, when observing them, children at 5-6 (at the attainment of genderconstancy) reject these visuals and the associated toys. Older children may accept these visuals but by recontextualizing them to make themtolerable. Further proposals of visuals imagery in toy catalogsare then discussed, aiming at increasing gender neutrality of toys.
Complete list of metadatas

https://hal-normandie-univ.archives-ouvertes.fr/hal-02073058
Contributor : Sabrina Mommolin <>
Submitted on : Tuesday, March 19, 2019 - 3:46:24 PM
Last modification on : Thursday, October 10, 2019 - 7:28:07 AM

Identifiers

  • HAL Id : hal-02073058, version 1

Citation

Pascale Ezan, Isabelle Ulrich. Une enseigne a-t-elle intérêt à bouleverser les codes du genre? Réactions d’enfants exposés au catalogue de jouets de Système U. 18ème Colloque international Etienne Thil, Oct 2015, Paris, France. ⟨hal-02073058⟩

Share

Metrics

Record views

50