Gender schema theory was formally introduced as a cognitive theory to explain how individuals become gendered in society, and how sex-linked characteristics are maintained and transmitted to other members of a culture. Gender-associated information is predominantly transmuted through society by way of schemata, or networks of information that allow for some information to be more easily assimilated than others.
Gender Identity is associated with Sex Typing - that is when we are taught, asked and expected to behave in a particular way based on our Sex. Males and Females are expected and taught to be have differently. These teachings are part of our social make up in family, society and social institutions.
A text may be read as feminist or chauvinist depending on how gender is represented.