INFLUENCE OF MEDIA

• Media provides role models who children identify with and want to imitate.
• BUSSEY AND BANDURA

  
  

  The media provides very clear gender stereotypes that are quite rigid. Men are independent, ambitious ‘advice givers’. Women are depicted as dependent, unambitious ‘advice seekers’.
•  Seeing other people perform gender -appropriate behaviours increases the child’s belief that they are capable of carrying out such behaviours. Children who ‘consume’ the most media, develop stronger and more extreme perceptions of gender roles. 
• SELF EFFICACY


  seeing ppl perform gender appropriate beh increases a childs belief that they are capable of such beh.

  MITRA ET AL = found that girls in India who watched a programme challenging gender stereotypes were more likely to see themselves as capable of working outside the home than non-viewers
• (+) MEDIA 


  STIENKE ET AL =

  conducted a content analysis of fourteen popular TV science programmes and found that 58 percent of scientists shown were male, and male scientists were portrayed with the masculine qualities of independence and dominance
• (+) MEDIA 


  LEWIS ET AL =

  concluded that the majority of the 247 children’s books they investigated reflected gender stereotypes, with male activities seen as gender neutral, while books about girls containing more specifically female material
• (+) MEDIA 


  FURNHAM AND FARRAGHER =

   investigated the use of sex-role stereotypes in advertising. Men tended to be used in power positions, showing autonomy and professionalism, and women in familial roles within domestic settings. The voiceovers tended to be male suggesting that males are deemed to speak with more authority. This suggests that the media may play a role in reinforcing widespread social stereotypes concerning male and female behaviour.