Three years ago, while watching children's television programs and
videos with her then 2-year old daughter, Academy Award winner Geena
Davis began to notice what she thought to be a remarkable imbalance in
the ratio of male to female characters. From that small starting point,
Davis went on to sponsor the largest research project ever undertaken on
gender in children's entertainment* (resulting in 4 discreet studies,
including one on children's television).
The research showed that in the top-grossing G-rated films from
1990-2005, there were three male characters for every one female -- a
statistic that did not improve over time. The concern was clear: what
message does this send to young children?
That research sparked the launch of The Geena Davis Institute on Gender
in Media (GDIGM). The Institute's first focus is an on-the ground
program that works collaboratively with the entertainment industry to
dramatically increase the presence of female characters in media aimed
at children and to reduce stereotyping of both males and females.