Money Attitudes, Gender Stereotypes, and the Role of Media: The Case of Rame

This chapter investigates how money attitudes are socially and cognitively constructed along gender lines and how media narratives contribute to reinforcing or challenging these patterns. Drawing on insights from psychology, sociology, and behavioural economics, the analysis highlights persistent gender differences in money attitudes, financial literacy, and financial behaviours, with particular attention to the role of implicit social cognition and stereotype threat. The chapter reviews empirical evidence showing how traditional financial communication and media representations continue to associate financial competence, authority, and risk-taking with masculinity, while portraying women through infantilizing, emotional, or morally charged frames. These representations shape confidence, engagement, and participation in financial decision-making, contributing to enduring gender gaps in financial literacy and investment behaviour. Against this backdrop, the chapter critically assesses the limits of gender-neutral financial communication and discusses the potential of identity-affirming and inclusive narratives. The analysis is enriched by a case study of Rame, an Italian media project that offers an alternative approach to personal finance communication by combining accessible language, emotional normalization, peer-to-peer learning, and community-building. The case illustrates how media can act as a corrective mechanism to structural and cultural biases, fostering financial self-efficacy, reducing shame, and encouraging more inclusive participation in financial life.