Digital versus traditional media: assessing their differential impacts on gender bias across 56 countries

Purpose This study examines the influence of media use on public perceptions of three dimensions of gender bias including equal opportunities, gendered skill evaluations, and perceived consequences of gender equality. It investigates the influence of a variety of factors (i.e., country- and individual-level factors) that shape perceptions of gender (in)equality. Design/methodology/approach Drawing on secondary data from the World Value Survey as well as other global organizations such as World Bank and Freedom House, this study utilizes multilevel modeling for its comparative analysis across 56 countries. Findings Findings show that participants are least biased regarding equal opportunities but more biased when attributing family-related problems to working women. Traditional media use is more strongly associated with gender bias than digital media use. Country-level characteristics also significantly shape these attitudes, highlighting the influence of macro contexts. Practical implications Its findings suggest directions for policymaking and social campaigns advocating for gender equality in terms of which communication channels to use in conveying gender equality-related messages. Social implications Results from our analysis also indicate that shifting deep-rooted gender stereotypes may need to begin with changes in traditional media content. Originality/value Its novel conceptualization of public perceptions of three dimensions of gender bias lays the first step for future research to continue unpacking the complexities of this broad theoretical term. Most importantly, the investigation of the differential effects of traditional and digital media use on gender bias positions it as the first to do so.