Media

• Role models


  • Symbolic modelling - people's attention drawn to same-sex role models
  • Those in the media have high status which makes them more likely to become a role model
  • Vicarious reinforcement - men and women rewarded for gender-typical behaviour
• Modelling and vicarious reinforcement


  • Bussey and Bandura - rigid gender stereotypes common in media; Furnham and Farragher - women shown in domestic roles
  • Gendered representation increases the likelihood of learning and seeking to reproduce gender-typical behaviour
  • Repeated exposure increases self-efficacy
• Self-efficacy - cognitive approach


  • Through ARMM, viewer becomes confident to repeat GT behaviour and gain reward
  • GST suggests children build and strengthen schemes through gender-seeking behaviour
  • Children become loyal to their favourite characters and shows, enabling them to build complex gender schemas which shape behaviour