The "Superwoman Effect" of Female Representation in Animated Series on Gender Roles and Educational Achievements

with Warn N. Lekfuangfu

To what extent does representation in mass media content influences gender-related perceptions of children and their later-life achievements? This study examines how childhood exposure to female-led superhero animated series shapes educational choices and gender stereotypes. We leverage two sources of variation: the signal coverage of the TV channel broadcasting these cartoons across areas in Ukraine in the early 2000s, and the duration of exposure to these cartoons during childhood. We find that girls who had access to cartoons with strong female leads have higher educational attainments. They are also more likely to pursue STEM subjects, and have more internal locus of control. Additionally, for both sexes, we have evidence of a decline in traditional gender stereotypes.