cultural and media influences on gender roles

• mundagumour tribe

  both men and women are aggressive and hostile
• arapesh tribe


  both men and women are gentle, responsive and cooperative
• tchambuli


  women were dominant whereas men were passive
• berry


  correlation between sex differences in conformity and how 'tight' the community are (+0.78)
• alleye 


  women continue to perform more domestic duties
• Examining historical changes we can also see cultural differences in gender roles. For example, in the UK, women continue to perform most domestic duties and occupy less powerful positions within society. This gender difference is however decreasing, which supports the role of changing cultural influences (Alleye, 2011).
• One of the most significant studies into cultural difference when examining gender development was conducted by Margaret Mead (1935). Mead examined social groups in Papua New Guinea and found evidence of cultural gender role differences. 
• Media portrayals of men have seen them generally shown to be independent and directive, pursuing both engaging occupations and leisure activities. Women, on the other hand are often portrayed as dependent, unambitious and emotional (Bussey and Bandura, 1999)
• Men are shown to be exerting control of events while women are shown to be more at the mercy of others (Hodges et al, 1981). Other studies into gender portrayals in advertisements have found women are portrayed as more flawless and passive then men (Conley and Ramsey, 2011).
• Research by McGhee and Frueh (1980) also found that higher exposure to differential gender representations tended to display behaviours that were more stereotypic of gender roles when compared to light viewers. During their longitudinal study over 15 months, they found children aged 6-12 years who watched more than 25 hours per week held more gender-stereotype perceptions than those who watched 10 or less, with this being particularly true for male stereotypes.
• Applying social learning theory to media influences on gender roles, the media does more than simply model stereotypical behaviours but also informs viewers on the likely outcomes for those behaviours for both males and females. When observers see similar behaviours succeed, it raises their own beliefs about their own capabilities (self-efficacy) to engage in such. When they see failure from behaviours, this produces self-doubt about ones own ability to engage in such.
• The media can also be used to counter stereotypes. For example, Pingree (1978) showed commercials with women in non-traditional roles and this reduced gender stereotypes. This has since led to pressure on programme makers to use this research evidence to work to reduce gender typical representations.