Culture and media influences on gender A01

• Cultural influences on gender

  -          Culture is the rules, morals and childbearing practices that bind a group of people together.
• Cultural influences on gender

  -          All psychological factors that influence gender are influence by gender rules of the culture.
• Cultural influences on gender

  -          The effects of culture can be seen in the way gender expectations vary from one culture to another.
• Cultural influences on gender

  -          Across cultures there is the general belief that women are more conformist than men however this varies considerably with culture
• Cultural influences on gender

  -          Betty et al report that conformity is highest in tight sedentary societies meaning groups that aren’t nomadic.
• Cultural influences on gender

  -          Can consider historical changes when considering cultural differences in gender roles in the Uk – women continue to perform more domestic duties then men and occupy less powerful positions, however this gender gap has been decreasing which supports the role of changing cultural influences – Alleye 2011
• Cultural influences on gender

  -          Classic study focusing on cultural differences was conducted by Margaret Mead looking at social groups in Papua New Guinea and she found all within the same island there were significant differences in the gender roles and temperaments of several tribes.
• Cultural influences on gender

  • Margaret Mead - she found in the Mundugumor tribe they were more aggressive and hostile(  similar to western stereotype of masculinity ) and by contrast the Arapesh tribe were gentle and responsive (similar to the western stereotype of femininity)
• Cultural influences on gender

  Margaret Mead - Tchambuli tribe exhibited gender roles differently where the women were dominate and organised village life , while men were more passive and considered to be decoctive , which is the reverse of the western stereotype Therefor gender may not entirely be biologically determined but we are simply biological predisposed towards identifying with one gender and this can be influenced by culture and media
• Cultural influences on gender

  -          Later Mead concluded that she underestimated the universal nature of many gender – typical behaviours but still argued the extent to which innate behaviours are expressed results from cultural norms.
• -          Culture can express itself through media – gender appropriate behaviour in media in US would be different to in India.
• Role models in media

  -          Media provides role models children may identify with and imitate – more likely to copy same sex models who engage in gender appropriate behaviour which is more likely to be reinforced as suggested by SLT.
• Role models in media

  -          SLT and media = mediational process – attention – captivating advert, retention – advert repeated, motivation- positive reward, motor reproduction – do they have the capabilities or efficiency to – their self-efficiency is improved via vicarious reinforcement – seeing people similar to them succussed in adverts – they are like me and capable so I must be too
• Role models in media

  -          Media generally portrays men as independent and directive and that they peruse engaging occupations and recreational activities. also shown in media to be exercising control over events (Bussey and bandura) (study shoes rigid stereotypes)

  Contrasting women ae usually shown as acting dependant, unambitious and emotional, women are also shown to be at mercy to others and not in control (hodges et al)
• Role models in media

  -          A more recent study by Conley and Ramsey in 2011 analysed how gender was portrayed in advertisements and found women to be more flawless and passive then men.
• Role models in media

  -          Those who have higher exposure to differential gender representations tend to display more stereotypical gender roles conceptions then light viewers do
• Role models in media

  McGhee and Frueh (study shoes rigid stereotypes) conducted a longitudinal study over 15 moths and found children ages 2-12 who watched more than 25 hours a week held more sex – stereotype perceptions than those who watched ten or less hours – this was especially true for male stereotypes.
• Vicarious reinforcement

  -          Media models gender stereotypes but also gives information about the likely outcomes of those behaviours for men and women. – positive or negative
• Vicarious reinforcement

  -          Seeing others similar to ourselves succeed raises a person’s beliefs in their own capabilities (self-efficiency) whereas the failure of others produces self-doubt about a person’s own ability to master similar activities – media usually represents successes so improves viewers self-efficiency.
• Counter stereotyping.

  -          Media is responsible for perpetuating stereotypes, but can also change them through counter stereotyping by representing men and women in unusual roles.
• Counter stereotyping.

  Pingree found that stereotyping was reduced when children were shown commercials with women in nontraditional roles – which has led to pressure on programme makers to try and use this knowledge to alter such attitudes.
• All studies suggest media may play a role in reinforcing widespread social stereotypes about male and female behaviour.

  -          Busy and Bandura – suggest media do provide clear gender stereotypes – men indperntant + ambitious – women – dependant +unambitious.
• All studies suggest media may play a role in reinforcing widespread social stereotypes about male and female behaviour.

  -          Furnham and Farragher – found in tv ads men are more likely to be shown on autonomous roles – women in familial roles.
• All studies suggest media may play a role in reinforcing widespread social stereotypes about male and female behaviour.

  -          McGhee and Frueh – found children who are exposed to popular forms of media display more gender stereotypical views in their behaviours and attitudes.