Media

• The media provide role models whigh children may identify and want to imitate.

  children are likely to select role models who are the same gender as they are and who engage in stereotypically gender-appropriate behaviour (as this is more likely to be reinforced).
• Rigid stereotypes

  There is evidence that the media provide very clear and rigid gender stereotypes

  men are independent, ambitious advice-givers', and women are depicted as dependent, unambitious 'advice-seekers’

  Similarly, a study of TV adverts found that men were more likely to be shown in autonomous roles within professional contexts whereas women were often seen occupying familial roles within domestic settings.
• Self-efficacy

  Seeing other people perform gender-appropriate behaviours increases a child's belief that they are capable of carrying out such behaviours in the future

  One study analysed the attitudes of people in India who had watched a programme designed to challenge deep-rooted gender stereotypes

  The programme was a detective drama that ran for 78 episodes.

  Girls who watched the programme were more likely to see themselves as capable of working outside the home than non-viewers.
• One strength of 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, the more likely they are to believe that this reflects social reality.

  a positive correlation was found between time spent watching the reality TV programme Jersey Shore and permissive attitudes towards casual sex

  This suggests the media 'cultivates perception of reality and this affects gender behaviour.
• One limitation of gender roles and the media is there may not be a causal relationship.

  Kevin Durkin argues that even very young children are not passive and uncritical recipients of media messages.

  If media representations confirm existing gender norms held by the family then these are likely to be reinforced in the child's mind. If not, then such representations are likely to be rejected.

  This suggests that media influences are secondary to other influences, such as family.