media

• media and role models:

  tv, magazine, and social media have a large role in constructing stereotypical gender roles, and children finding their role models
• rigid stereotypes:

  bussey and bandura 1999: women pretty dependent and advice seekers, men tall muscles independent and advice giver

  furham and farragher 2000: men autonomous and women domestic settings

  media reinforce stereotypes
• self efficacy:

  bandura: media show likely success adopting gender appropriate behaviours child sees others perform behaviour increases childs belief that they are capable of performing behaviour in future

  mitra 2019: detective drama in india. girls who watched programme could see themselves working outside of home compared to non viewers
• -media influence overexaggerated. durkin 1985 argues young children arent passive and uncritical recipients of media messages. in fact norms within child family bigger determinant of gender attitudes and behaviours. if media representation confirm existing gender norm held by family representation likely to be rejected. suggests media influence secondary to family
• +research into media influence on gender roles is it has a theoretical basis. Cultivation theory argues that the more time individuals spend living in the media world = more likely they are to believe that this reflects social reality. Bond and Drogos 2014 found a +ve correlation between time spent watching the realityJersey Shore and permissive attitudes towards casual sex. still true when researchers controlled for the influence of existing sexual attitudes, parental attitudes and religious beliefs.suggests the media 'cultivates' perception of reality and this affects gender behaviour.
• +media strong influence gender roles. Pingree 1978 found that gender stereotyping was reduced amongst school-age children when they were shown TV adverts featuring women in non-stereotypical roles. but, in the same study the stereotypes of older boys actually were stronger following exposure to the counter-stereotypes. Pingree attributed this backlash to the boys' desire to differ from the adult view. This may be because the boys demonstrate rebellion or non-conformity in front of their peers. highly dependent on individual differences so impact mixed attention and motivation