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There is a longstanding tradition in the Netherlands to announce the birth of a child by sending out birth announcement cards to friends and family. These cards provide a glimpse of the ‘zeitgeist’ over the years regarding gender through the way in which the birth of a son or a daughter is announced. The current study examined the gender-typed content of birth announcement cards from 1940 until 2019. To this end, 4669 birth announcement cards were coded based on the following categories: gender of baby, use of color, different types of images, and different types of text. Logistic regression analyses revealed that boy cards were more likely than girl cards to include blue as the dominant color, masculine descriptions of the baby, and parental expressions of pride. Girl cards were more likely than boy cards to include pink as the dominant color and images of flowers. Over time there was a decrease in the inclusion of masculine descriptions on boy cards, as well as the likelihood that fathers were mentioned before mothers. However, the expression of pride on boy cards increased over time. Overall, the amount of gender-typed content in birth announcement cards was minimal. Birth announcement cards which included gender-typed content tended to reflect gender stereotypes and different expressions for boys and girls in subtle ways that continue to reinforce gender stereotypes.

Welcome to a Pink and Blue World! An Analysis of Gender-Typed Content in Birth Announcement Cards From 1940–2019 in the Netherlands