media and gender roles ao1

Question 1

how does the media have an influence on gender roles?

Answer 1

the media provides role models with whom children may identify with and imitate

Question 2

what are children more likely to do?

Answer 2

more likely to imitate same-sex models and those who display gender-appropriate behaviour
- will take note of the consequences of the models’ behaviour before deciding whether or not to imitate it = vicarious reinforcement
- the way the media presents male and female behaviour may influence children’s gender role development

Question 3

Bussey & Bandura (1999)

Answer 3

• found evidence that the media do provide rigid gender stereotypes
• Men are portrayed as independent, ambitious ‘advice givers’, whereas women are depicted as dependent, unambitious ‘advice seekers’

Question 4

wright 1998

Answer 4

• In US TV programmes males almost always outnumber females, especially in children’s programmes,
• men are shown in dominant roles and with higher occupational status and women in a narrow range of inferior roles and less able to deal with problems = mirroring traditional Western gender stereotypes

Question 5

gunter 1986

Answer 5

• found that children that watched more tv held stringer stereotyped beliefs than those who watched less
• supporting the view that stereotypical gender portrayals depicted on TV have an influence on children’s gender schemas