Child topic 6 Flashcards
What were the research questions of Johnson and Young’s study?
Is there a difference in how TV adverts aimed at pre-school and early primary school children are scripted, depending on whether they are aimed at males or females?
How is gender used as a code to link products to gender roles?
What was the procedure of Johnson and Young’s study?
toy adverts were categorised according to the gender of the target audience:
adverts targeted at boys in which boys were depicted (54.8%)
Adverts targeted at girls in which girls were depicted (33%)
Adverts targeted at both boys and girls either because both genders were featured or because there was no gender content (12.2%)
What was the sample of Johnson and Young’s study?
478 ads broadcast between children’s cartoon programmes on commercial network, regional TV channels in New England in the autums of 1996, 1997, 1999
categorised into six categories. - analysed 189 toy adverts
What were the results of Johnson and Young’s study with regards to the names of toys?
Names of toys reinforced gender attributes
e.g boy-orientated toys emphasised size as mae linked quality
girl-orientated toys emphasised parenting as female-linked quality
What were the results of Johnson and Young’s study with regards to the use of toys?
The types of toys marketed at boys and girls also reinforced traditionally polarised ideas about the play activities of boys and girls:
for boys, action figures such as star wars and karate figures were most common
For girls, posable figures such as barbie dolls and animal figures were most common, presented in scenes with little or no action
What were the results of Johnson and Young’s study with regards to voice overs?
Boy orientated and mixed adverts were exclusively male - voice had exaggerated male features of aggressiveness, loudness and deepness 80% of the time
girl orientated - mainly female and 87% would have exaggerated female features
What were the results of Johnson and Young’s study with regards to the gendered verb elements?
boy-orientated contained more elements emphasising action, competition and destruction, and agency and control
Girl-orientated contained more verb elements emphasising limited activity and feelings and nurturing
What were the results of Johnson and Young’s study with regards to the speaking roles of girls and boys?
When both speak, girls only speak in response to the actions or statement of affirmation
children spoke in only 29% of the boy-orientated adverts but over half of the girl and mixed ads had children speaking taking turns.
What were the results of Johnson and Young’s study with regards to power discourse?
the use of power words was prevalent in the number of adverts targeted at boys but was absence from those targeted at girls
What was the conclusion of Johnson and Young’s study?
The sharply polarised gender models offered up in ads coupled with the verbal images created for girls and boys recycle conventional gender ideology rather than minimising or challenging gender stereotyping
What was the research method of Johnson and Young’s study?
content and discourse analysis of advertisement broadcast in between TV programmes aimed at children
Outline media smart resources
Media literacy programmes - a non-profit organisation designed for children aged 6-11
Material written by academics and education specialists to teach children how advertising works and the persuasive methods they use
What was the sample of Pike and Jennings’ study?
62 mixed gender first or second grade students
What was the procedure of Pike and Jennings’ study?
children shown three video tapes of advertisements
1 shown all boys playing with toys (traditional)
2 shown all girls playing with toys (non-traditional)
3 non-toy commercials (control)
After watching the advertisements the children were given 6 toys and asked to sort them into 3 categories (boys, girls or boys and girls)
What were the results of Pike and Jennings’ study?
participants in traditional condition likely to say the toys were all for boys
Participants in noon-traditional condition likely to say the toys were for both boys and girls
