media and gender roles ao3

Question 1

lack of internal validity

Answer 1

• research is able to establish that sex role stereotyping occurs in the media = unable to establish the extent to which this stereotyping influences children’s behaviour
• doesn’t account for extraneous variables or

Question 2

practical applications

Answer 2

• as a society, we are able to control this exposure and remedy the problem
• in 2019 advertising standards agency banned sexist adverts = evidence to support the view that gender stereotyping in adverts can be harmful
• this shows that research in this area has had a direct effect on media content

Question 3

lack of reliability in the research

Answer 3

• not all research in this area supports the view that counter-stereotyping is successful in reducing stereotypical behaviour
• Pingree 1978 = gender stereotyping was reduced when children were shown in tv adverts featuring women in non-stereotypical roles
• however, it was found that pre-adolescent boys’ stereotypes became stronger following exposure to the traditional models.
• This‘backlash’callsinto question, not only the usefulness of the research in terms of its application, but also the influence that media exposure has on children’s sex role behaviour.