9. culture and the media Flashcards
The influence of the culture on gender
Cross cultural research has valuable contribution to the nature-nurture debate in gender:
how?
If a particular gender role is consistent across different cultures, it represents an innate biological difference between males and females, and if some are culturally specific then it is caused by social norms.
The influence of the culture on gender
CULTURAL DIFFERENCES (NURTURE)
Mead carried out a cross cultural study in the cultural groups of Papua New Guinea and found:
3 tribes (compare relative to stereotypes in industrialised societies)
· The Arapesh tribe were gentle and responsive (similar stereotype of femininity in industrialised societies)
· The Mundugumor tribe were aggressive and hostile (similar stereotype of masculinity in industrialised societies)
· The Tchambuli women were dominant and organised village life, men were passive and considered to be ‘decorative’ (the reverse of the stereotype in industrialised societies)
The influence of the culture on gender
CULTURAL SIMILARITIES (NATURE)
Buss found
consistent patterns in mate preference in 37 countries across all continents. In all cultures, women sought men who could offer wealth and resources, whilst men looked for youth and physical attractiveness.
The influence of the culture on gender
CULTURAL SIMILARITIES (NATURE)
Munroe and Munroe
revealed in most societies division of labour is organised along gender lines (men=breadwinners, women=nurturers).
The influence of the culture on gender
AO3: strength of culture research in gender
RESEARCH SUPPORT - Hofstede
The influence of culture on changing gender roles is supported by evidence.
Hofstede argues that in industrialised cultures the changing status and expectations of women are a function of their increasingly active role in the workplace and away from the domestic sphere. This has led to the breakdown of traditional stereotypes in advanced industrialised societies. In traditional societies women still occupy the role of housemaker because of social, cultural, and religious pressures.
This means that gender roles are very much determined by the cultural context.
The influence of the culture on gender
AO3: limitation of culture research in gender
MEAD - METHODOLOGICAL ISSUES (Freeman follow up)
Mead’s cross-cultural research has been heavily criticised for methodological issues.
She has been accused of making generalisations based on a short period pf study. Freeman conducted a follow-up study of people from Papua New Guinea after Mead’s investigation and argued her findings were flawed as she’d been misled by some of her participants and that her preconceptions of what she would find had influenced her reading of evens. This is an example of observer bias and ethnocentrism.
This suggests that Mead’s interpretations may have not been objective and calls into question the conclusions that she drew.
The influence of the media on gender
The media provides children with
what?
role models who they may identify and want to imitate children are likely to select role models who are the same gender and engage in stereotypically gender-appropriate behaviour.
The influence of the media on gender
There is evidence that the media provides clear gender stereotypes that are rigid -
what are men and women portrayed like?
men are independent, ambitious advice givers and women are dependent, unambitious advice seekers.
The influence of the media on gender
A study of TV adverts by Furnham found
what? what does it suggest?
that men were more likely to be shown in autonomous toles within professional context whereas women were often seen occupying familial roles within domestic settings.
This suggests the media may play a role in reinforcing widespread social stereotypes concerning gender appropriate behaviour.
The influence of the media on gender
The media also gives information in terms of likely success of adopting these behaviours.
Seeing other people perform gender appropriate behaviours increases a child’s belief that…
they can carry out such behaviour in the future.
The influence of the media on gender
One study analysedthe attitudes of people in India who had watched a programme designed to challenge deep rooted gender stereotypes and found?
Girls who watched it were more likely to see themselves as capable of working outside the home than non-viewers, suggesting their self-efficacy had changed because of media influence.
The influence of the media on gender
AO3: strength of media on gender
CULTIVATION THEORY - Jersey shore
The media influence on gender roles has a theoretical basis.
Cultivation theory argue that more time individuals spend in the media word, the more likely they are to believe that this reflects social reality. Bond found a positive correlation between the time spent watching the Tv show Jersey Shore and permissive attitudes towards casual sex. This effect was still found to be true when researchers controlled for the influence of such factors as existing sexual attitudes, parental attitudes, and religious beliefs.
This suggests that the media cultivate the perception of reality, and this affects gender behaviour.
The influence of the media on gender
AO3: limitation of media on gender
SECONDARY INFLUENCERS - Durkin
They may not be a causal relationship between the media and gender roles.
Durkin argues that even very young children are not passive and uncritical recipients of media messages. In fact, norms within the child’s family may be the bigger determinant on the child’s gender attitudes and or behaviour. 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.
