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male norm

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See also gender bias; markedness.

1. In relation to language, the use of masculine terms to stand for gender-inclusive concepts: for example, ‘mankind’. See also political correctness.

2. The unconscious employment of one's own gendered perspectives in material intended for both sexes. Formal features in the visual design of UK higher education websites aimed at both males and females have been found to reflect a bias towards males. In 2005 Gloria Moss and colleagues at the University of Glamorgan Business School found that men preferred straight lines whereas women preferred more rounded forms. Women also liked to see more use of colour than men, while men liked formal typography. However, 94% of the British university websites they examined reflected male preferences. Such unintentional imbalances are typically related to under- and over-representation of one sex in particular jobs. Website design biased to men

Subjects: Media studies

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