Media and Cultural Influences

• What is culture defined as?

  Rules, morals, customs, and practices
• How do cultural influences on behavior vary?

  They vary across cultures and over time
• What does cross-cultural research help understand?

  The importance of nature vs nurture on gender roles
• What do more similarities in cross-cultural research indicate?

  A nature influence on behavior
• What do more differences in cross-cultural research indicate?

  A nurture influence on behavior
• Who conducted research into tribal groups of New Guinea?

  Mead
• What were the gender roles observed in the Arapesh tribe?

  • Gentle and responsive
  • Similar to westernized femininity
• What were the gender roles observed in the Mundugumor tribe?

  • Aggressive and hostile
  • Similar to westernized masculinity
• What were the gender roles observed in the Tchambuli tribe?

  • Women were dominant and organized village life
  • Men were passive and considered 'decorative'
• What does Mead's research suggest about gender roles?

  They are culturally driven (nurture)
• What was a criticism of Mead's research?

  Underestimating universal gender stereotypical behaviors
• What is SDB in the context of Mead's research?

  Social desirability bias in responses
• What did Buss find in his research on mate preferences?

  Consistent patterns across 37 countries
• What did women seek in Buss's study?

  Men who could offer wealth and resources
• What did men seek in Buss's study?

  Attractive young partners
• What does Buss's research suggest about gender roles?

  Nature has an influence due to consistency
• What did William & Best find in their research?

  Evident cultural similarities in gender stereotypes
• How many students did William & Best test?

  2800 students
• What adjectives were associated with men in William & Best's study?

  Dominant, aggressive, and autonomous
• What adjectives were associated with women in William & Best's study?

  Nurturing and interested in affiliation
• What does the broad consensus in William & Best's study suggest?

  Nature influences universal gender stereotypes
• What is an imposed etic in cross-cultural research?

  Using methods relevant to one's own culture
• How can the issue of imposed etic be avoided?

  Include local population members in research
• What did Buss adapt in his research questionnaire?

  To reflect polygyny practices in some countries
• Why is it difficult to conclude if it is nature or nurture?

  Both likely interact to produce gender roles
• How does culture exert influence through media?

  By providing role models for children
• What type of role models do children select?

  Same sex and gender-appropriate behavior
• What clear gender stereotypes does the media provide?

  • Men: Independent, ambitious, in control
  • Women: Dependent, unambitious, emotional
• How are men and women portrayed in occupational roles?

  Men in occupational roles, women in domestic roles
• What is vicarious reinforcement in media influence?

  Learning behaviors by observing rewards
• What is self-efficacy according to Bandura?

  Belief in one's capabilities to succeed
• What did McGhee's longitudinal study find?

  More media exposure led to sex-stereotype perceptions
• What did Pingree find about commercials with women in non-traditional roles?

  Stereotyping was reduced in children
• What are the practical applications of media research?

  • Encourage program makers to alter stereotypes
  • Caution needed as counter-stereotyping may backfire
• What is a methodological issue in media research?

  Control groups are difficult to establish
• What could be a reason for difficulty in drawing conclusions about media influence?

  The media may reflect norms rather than cause behavior