A03

• Point: The influence of culture on changing gender roles is supported by evidence.

  Evidence: For example, Hofstede (2001) argues that as women take on more active roles in the workplace and move away from traditional domestic roles, traditional gender stereotypes break down in advanced industrialised societies.

  Explain: Conversely, in traditional societies, women still primarily occupy the role of homemaker due to social, cultural, and religious pressures.

  Link: Therefore, this suggests that gender roles are significantly influenced by cultural context.
• Point: One limitation is that Mead's cross-cultural research has since been criticised.

  Evidence: For example, Freeman (1983) conducted a follow-up study and challenged Mead's findings because she was misled by some participants and her preconceptions influenced her interpretations

  Explain: This is an example of both observer bias and ethnocentrism.

  Link: Therefore, this suggests that Mead's interpretations may not have been objective, calling into question the conclusions she drew.
• A strength of research into media influence on gender roles - a theoretical basis.

  Evidence: Bond and Drogos (2014) found a positive correlation between time spent watching the reality TV program Jersey Shore and permissive attitudes towards casual sex.

  This can be explained by cultivation theory, which states that the more time individuals spend immersed in the media world, the more likely they are to believe it reflects social reality. 

  Therefore, this suggests that the media 'cultivates' perceptions of reality, which in turn affects gender behaviour.
• Point: One limitation of the research on gender roles and the media is that there may not be a causal relationship.

  Evidence: For example, Durkin (1985) argues that children are not passive recipients of media messages and that family norms play a more significant role.

  Explain: Durkin suggests that if media messages align with family-held gender norms, they are reinforced; if not, they are likely rejected.

  Link: Therefore, this suggests that media influences on gender roles are secondary to the primary influence of family.