| Sex preference, as an indispensable of fertility desire, reflects parents' expectation of sexcomposition of children, and exerts great influence on people's fertility behavior. Sexpreference is the confluence of economic, social and cultural factors. Due to difference ineconomic development and information communication between urban and rural areas,different gender ideologies are cultivated, which are embodied in people's fertility desire andfertility behavior.Using data from China's Fertility Status and fertility Desire Survey conducted byLingdian market survey and analysis company and the SPSS statistics software, we illustratedifferences in gender ideologies between urban and rural areas by the analysis of male andfemale gender ideologies, and reveal how sex preference affects individual's fertility desireand behavior.The introduction of gender perspective into the research of fertility culture, enable usreconsider our male-oriented traditional culture and its control over our lifestyle, moralstandard, and reveal the important effect of gender ideology on people's fertility behavior.
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