Why Did Geena Davis Create the Institute and See Jane?
While watching children’s entertainment with her young daughter, Geena Davis was astounded by the dearth of female characters. Fueled to take action, she commissioned the largest research project on gender in film and television ever undertaken, conducted by Dr. Stacy Smith at the USC Annenberg School for Communication & Journalism. The research confirmed the disparity she observed: in family films, there is only one female character for every three male characters. In group scenes, only 17% of the characters are female. The repetitive viewing patterns of children ensure that these negative stereotypes are ingrained and imprinted over and over.
What Type of Work Does the Institute Do?
The Institute is the only research-based organization working within the media and entertainment industry to engage, educate, and influence the need for gender balance, reducing stereotyping and creating a wide variety of female characters for entertainment targeting children 11 and under.