Beyond traditional understanding of gender measurement: the gender (re)presentation approach

This paper considers different approaches to measuring gender. It critically reviews gender role theorising and describes how this has informed two approaches to measuring gender as an individual phenomenon: gender orientation (the assessment of individual traits) and gender ideology (assessing individual endorsement, and internalisation, of social norms). It is argued here that social constructionist perspectives offer a viable alternative to gender role theory and that these inform an alternative approach to measuring gender as a social phenomenon: gender (re)presentation. This approach assesses group level endorsement of dominant gender representations. Endorsement is not seen to reflect individual traits or internalised social norms. Rather, it is understood as a social practice, made meaningful through shared understanding of dominant gender representation. This approach is introduced through a critique of the traditional concept of attitudes and a reformulation thereof. The practical measurement implications and benefit of this reformulation are outlined.