Sex symbols: A pilot study examining the effects of a content analysis of gendered visual imagery in cross cultural road signs

Abstract

Despite the general global consistency of road signs, the depicted human icons possess varying degrees and types of gender by country. This paper proposes that greater gender typing in road signs communicates greater inequality in a cultures’ attitude towards women. Leveraging theoretical concepts from semiotics and Bandura’s social cognitive theory, this pilot study creates and measures a visual gender scale and completes a content and semiotic analysis, providing the requisite foundation for investigating the effects of gender presentation. Results highlight the absence of gender neutral icons, internal validity of the gender scale, and pilot outcomes. A full scale study is warranted to formally measure degree of visual gender and social effect. Limitations include the novelty of a gender scale and inhibited ability to discuss effects theoretically as a result of small sample size.