media influences

• Isolating the effects of media influences on gender stereotypes is incredibly difficult given almost all accessible children for studies watch television. Therefore there are rarely control groups with which to compare to for comparison apart from the rare communities in isolated parts of the world where there is no television
• 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.
• The media is another source of social influence. It is important in communicating gender stereotypes. The media generally portrays males as independent, directive and pursuing engaging occupations and activities, while females are portrayed as dependent, unambitious and emotional. This exposes children to models of gender-appropriate behaviour. The media also provides information about likely outcomes of these behaviours, and an individual’s self-efficacy will increase if the outcomes are portrayed as positive.
• • There is evidence that these stereotypes influence gender roles. For example, McGhee and Frueh (1980) found a correlation between media exposure and stereotypical views of sex-roles. In other words, the more TV a child watches, the more likely they are to have stereotypical views about gender.