media

• Media

  Communication via TV, Books, Films, Internet, Music & video games. The media provides us with role models which may be influential in the development of gender roles.
• The influence of media on gender - Furnham


  Did a content analysis of TV adverts & found that the majority portrayed males & females in a sex-stereotypical way. Males were portrayed as breadwinners, whilst females were often depicted within the home doing housework or looking after children.
• The influence of media on gender - Houston

  Did a content analysis of USA TV shows in 1998 & found that many of the TV shows were male dominated & males were more likely to have higher status occupations.
• Influence of media on gender

  William: Notel, Unitel & Multi-tel study
• Procedure

  Attempted to identify the relationship between exposure to sex-stereotypical role models via the media & impact on gender attitudes & behaviour via a natural quasi experiment
• Groups

  • Group 1 = town 1 = No TV initially but then got TV (NO tel group)
  • Group 2 = town 2 = had only 1 TV channel = Unitel
  • Group 3 = town 3 = several TV channels = Multi-tel
• Study

  1. Did surveys & observations of Town 1 prior to them getting TVs

  2. Surveyed & observed 3 towns, 2 years later with reference to sex-stereotypical behaviours & attitudes
• William & Best - results

  Initially both Notel & Unitel showed less sex-stereotypical behaviours. The Notel group showed a significant difference in those 2 years which supports the social learning theory that exposure to sex-stereotypical role models impacts on the development of gender identity & reinforcement in wider society. Other research also supports the idea that if children are exposed to more gender stereotypical role models via the media they are more likely to hold stereotypical views.
• Impact of the media on gender

  The William's study has cleverly shown that the use of gender stereotypes can have an impact on people's expectations around what it is to be male or female. Negative sex role stereotypes can de damaging for eg. if blondes are seen as less intelligent than they may not be employed in top positions . The media can therefore to the creation of prejudice & discrimination.
• Implications on the impact of media on gender

  Parents need to be aware about what their children are exposed to via the media may influence their gender identity. Parents should censure what their children watches especially when they are developing their gender identity. The media need to make sure they are creating positive role models for both boys & girls.