Cultural and media influences on gender roles

Question 1

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

Cultural difference

Answer 2

The effect of culture can be seen in the way gender expectations vary from one culture to another. E.g., across cultures there is a general belief that women are more conformist than men. Berry at al. (2000) found that conformity is highest in tight, sedentary societies.
Historical changes - in the UK women continue to perform more domestic roles and occupy less powerful positions. However, this gender gap has been decreasing, which supports the role of changing cultural influences
Margaret Mead (1935) - social groups in Papua New Guinea. Arapesh men and women were gentle, responsive and cooperative. Mundugumor men and women were violent and aggressive, seeking power and position. The Tchambuli women were dominant, impersonal and managerial, whereas men were more emotionally mentally dependent.

Question 3

Media

Answer 3

Tools used to store and distribute information, e.g., books, films, TV, commercials.

Question 4

Role models in the media

Answer 4

Media generally portrays males as independent and directive, pursuing both occupations and recreative activities. Women are showed to be acting in dependent, unambitious and emotional ways (Bussey and Bandura, 1999). Men are also shown to be exercising control over events, whereas women are shown to be at the mercy of others (Hodges et al., 1981). A more recent analysis found in advertisements women were shown to be more flawless and passive than men (Conley and Ramsey, 2011).
McGhee and Frueh (1980) conducted a longitudinal study over 15 months and found that children aged 6-12 who watched more than 25 hours a week held more sex-role stereotypes than those who watched 10 or less hours.

Question 5

Vicarious reinforcement

Answer 5

The media also gives information about the likely outcomes of those behaviours for males and females. Seeing similar others succeed raises a person’s beliefs in their own capabilities (self-efficacy), whereas failure produces self-doubt about a person’s own ability to master similar activities.

Question 6

Counter-stereotypes

Answer 6

The media is also a means of challenging such stereotypes by presenting men or women in unusual roles. Pingree (1978) found that stereotyping was reduced when children were shown commercials with women in non-traditional roles.