Online images of men and women in four professions - librarian, nurse, computer programmer and civil engineer - tend to represent and reinforce existing gender stereotypes, said the study published in the Journal of the Association for Information Science and Technology.
Women were overrepresented as librar and nurses and underrepresented as computer programmers and civil engineers, especially when the collection and curation of content is largely automated by an algorithm, such as on Twitter, showed the findings.
For the study, the researchers from Rutgers University in New Jersey, US, analysed search results for images of people in each of the four occupations on four digital media platforms: Twitter, NYTimes.com, Wikipedia and Shutterstock.
They also compared the search results to the gender representation of each occupation as per the US Bureau of Labour Statistics.
"Gender bias limits the ability of people to select careers that may suit them and impedes fair practices, pay equity and equality," said study co-author Mary Chayko, a sociologist at the School of Communication and Information.
"Understanding the prevalence and patterns of bias and stereotypes in online images is essential, and can help us challenge, and hopefully someday break, these stereotypes," Chayko added.
On platforms where individuals can generate and curate content more directly, such as the NYTimes.com and Shutterstock, stereotypes were more likely to be challenged, the findings showed.
Search results of NYTimes.com, for example, produced images of civil engineers who are women, and nurses who are men, more often than would be expected given their representation in the Labour Statistics.
"More direct content curation will help counter gender stereotypes," said Vivek Singh, Assistant Professor in Rutgers' School of Communication and Information.
While women generally tend to be underrepresented in male-dominated professions on digital media platforms, Singh noted some progress toward equity in the gendered presentation of images from 2018 to 2019.
For instance, more women were shown in images for male-dominated professions on Twitter in 2019 than in 2018.
The researchers said that the study could help prevent biases from being designed into digital media platforms, algorithms and artificial intelligence software.
( With inputs from IANS )