Children’s literature provides a critical method of socialization and familiarization with gender roles, providing examples, boundaries, and limitations for gender identity construction. While extensive research has been done on how children’s literature depicts both traditional and non-traditional gender roles, very little research has been published on the cultural differences between literary representations. The aim of the present paper is to describe the representations of social roles of men and women in American, Czech, and Spanish children’s books published between 2010 and (...) 2020. Three best-selling children’s picture books from each year from each respective culture were selected and analyzed, culminating in a thematic analysis of ninety-nine books. Using inductive thematic analysis, the study found all three cultures to be conservative in their depictions of gender roles, with Czech books as the most likely to feature traditional gender roles. Spanish books are more, and American books are the most subversive in their depiction of gender roles, containing an increasing number of non-traditional elements over an examined time period. (shrink)

The free association method is often employed in marketing research to investigate perceptions of a particular product or brand in different socio-cultural groups of customers. In our research, international and domestic students produced free associations in response to photographs of outdoor billboards from two different locations in one city (city centre and outskirts). The results indicate that free associations can depict qualitative aspects of outdoor billboards like poor quality (relating to the categories of amateurish and fake), problematic content (relating to (...) female stereotypes, gender stereotypes and cultural differences), and that they have the potential to capture the general atmosphere of the neighbourhood (categories of decay, depression, danger and past). (shrink)

Implementing new school reforms in school practice is extremely challenging mostly because of teacher resistance to change, or uncertainty, fear, or nostalgia for the previous curriculum. Since 2016 a new preschool curriculum including a new early literacy curriculum has been in force in Slovakia. The aim of the study is to assess how well teachers follow the requirement to use a variety of texts in the classroom to promote early literacy development. The analysis is performed on 138 observations out of (...) a total of 215 structured observations, in which teachers used a text as part of an educational activity. The predominant use of narrative texts is linked to more traditional early literacy activities; however, the employment of different text genres relates to the use of different sources of text presentation, engagement with different ways of working with the text and is accompanied by different reading activities. (shrink)