Can hedonic technology use drive sexism in youth? Reconsidering the cultivation and objectification perspectives

The information systems (IS) literature has examined sexism and gender inequality issues primarily in the context of the IS workforce. I suggest that we should extend this perspective by emphasising the role of technologies in promoting sexist attitudes in youth. A review of the literature suggests that hedonic technologies, such as videogames, video streaming and social media sites, have been often portrayed as delivering sexist content, and through cultivation, producing sexist attitudes and behaviours. Here, I build on cultivation, objectification, and ambivalent sexism theories, and hypothesise that (1) such effects exist in teenage users of videogames, video streaming services and social media, and that (2) such effects are more pronounced in males. Findings based on two secondary, large nationally representative datasets (n1 = 3,300, n2 = 3,946) of high school seniors do not, for the most part, support the hypotheses. The persistent non-significant and sometimes opposite to expectation findings are very informative, because they demonstrate that the overall role of modern hedonic technologies in driving sexism in teenagers may be limited or even positive, despite claims in popular media and findings of prior lab-based research. This is because the use time of videogames was only weakly associated with sexist attitudes and use time of social media and streaming services was associated with reduced sexist attitudes. The findings make first strides toward understanding the topic of IS content delivery and sexism and pave the way for more IS research on this important topic.