3.7 Cultural And Media Influences On Gender Roles

Question 1

define culture

Answer 1

the rules, customs, morals and ways of interacting that bind together members of a society or some other collection of people

Question 2

define media

Answer 2

tools used to store and distribute information, e.g. books, films, tv commercials and so on

Question 3

summarise cultural influence on gender roles

Answer 3

from parents, peers and related to social learning theory
women more conformist than men in tight, sedentary societies
women’s roles changing, women still do more domestic duties but cultural attitudes changing
Mead’s research in Papua New Guinea showed cultural role differences, e.g. Mundugumor men and women both aggressive

Question 4

summarise media influence on gender roles

Answer 4

males portrayed as more independent and in control, women as emotional (Hodges et al.)
those who watch more TV display stereotypic gender role conceptions (McGhee and Frueh)
vicarious reinforcement - media provides gender role models but also provides information about likely outcomes, raises or lowers self-efficacy
counter-stereotypes were effective in advertising (Pingree)

Question 5

evaluate the effect of cultural and media influences on gender roles

Answer 5

cultural similarities - social role theory ( Eagly and wood) explains how biologically based physical differences dictate roles
cross-cultural research (e.g Mead) flawed because of observer bias and inaccurate information provided by indigenous population (Freeman).
demonstrating media influence - Williams showed gender effects in study of Notel
Media effects insignificant - may simply reinforce the status quo
backlash to counter-stereotyping - adolescents may wish to take opposite view to one promoted by adults