Face-ism bias in more egalitarian cultures

Whether photographs focus on the face or depict more of the body seems to reflect deep seated gender bias, even in societies where women have opportunity.

When it comes to analyzing gender stereotypes in the media, studies have shown that photographs of men focus on male faces while photographs of women are more focused on women's bodies. A recent study from Psychology of Women Quarterly, a SAGE journal, finds that this type of "face-ism" is even more extreme in cultures with less educational, professional, and political gender discrimination.

"Being in a relatively egalitarian cultural context does not shield politicians from this face-ism bias; in fact, it exacerbates it," wrote study authors Sara Konrath and Josephine Au.

Facial prominence was determined by measuring the length of the head in a photograph (from the chin to the top of the head) and comparing it to the length of the body shown in the photograph. The researchers then analyzed these face/body ratios by culture and found that women's bodies were more prominent in photographs from cultures in which women have more educational, professional, and political opportunities. [emphasis mine]

Male Politicians Have 'Bigger Heads' in More Gender-Equal Cultures