I recently was able to take some time to start the qualitative analysis on the colouring books project. If creative materials like colouring books differentiate how boys and girls are presented in active situations, it might affect their imaginations and trajectories through sport, leisure and education. The Let Books Be Books campaign asserts that gender differentiated and stereotyped materials restrict the story lines available to children and can make them feel outcast if they make choices that don’t belong to ‘their gender’.
The quantitative analysis was completed in late 2014 but soon being on maternity leave I was not able to get the second part, where I attempt more of a discourse analysis of some of the images in six colouring books. The focus is on images of human bodies and physical activity, and I am trying to get a sense of how masculinity and femininity are represented in colouring books for children. Are men presented as active and powerful? Are women represented as passive / engaged in domestic activities, and are their poses submissive? The quantitative research (Martínez-Bello and Hill, under review) found that gendered colouring books (books for boys and books for girls) present predominantly characters of the gender the book is aimed at, and found something of a trend towards boys being shown out of doors and girls indoors more often. This used a quantitative content analysis to describe the images based on certain categories (gender, age of character; space; activity type – e.g. leisure time physical activity, sedentary, active transport). Gillian Rose (2013) in Visual Methodologies identifies that content analysis can provide a thorough representation of the field, but struggles to contribute to a critical visual methodology.
I’m interested in whether there is a double whammy so that girls don’t merely learn what activities are appropriate for girls, but also how to act, dress and behave in a feminine way and in relation to boys (and vice versa with boys, masculinity). This prompts qualitative research because of the need to consider the sense or meaning that can be read in an image and accompanying text that a quantitative content analysis cannot record. Rose notes that a quantitative content analysis finds it difficult to analyse the strength of connections, for instance prompting us to think that a more frequent occurrence is more important than something that is only seen as few times.
However, there are multiple forms of qualitative analysis that can help make sense of the meanings of images, so I will turn to my go-to visual methods guides to help choose an analysis method (Gilliam Rose first!).