Media Influences on Gender Roles

Question 1

What is media?

Answer 1

Communication channels (TV, books) through which entertainment and education are made available

Question 2

Describe the role of the media in gender roles

Answer 2

• The media provides symbolic role models with whom children may identify and want to imitate, and may reinforce gendered stereotypes
• The media shows gender-appropriate behaviours which increase the child’s belief that they’re able to carry out the behaviour (self-efficacy)

Question 3

Describe a study that shows the media provides rigid gender stereotypes

Answer 3

Bussey and Bandura found that in media men are depicted as independent, ambitious, advice-givers while women are depicted as dependent, unambitious advice-seekers

Question 4

Describe a study that shows the media reinforces gender stereotypes

Answer 4

McGhee and Frueh found that people who view a lot of television tend to display more gender-stereotypical views in their behaviour and attitudes than people who view a little

Question 5

Give evaluation for media influences on gender roles (research support)

Answer 5

• Williams et al conducted a longitudinal study where TV was first introduced in a Canadian town (Notel)
• They carried out surveys to assess attitudes prior to TV and noted how views changed over time. At the end of the study, children’s views became more sex stereotyped after TV was introduced
• This shows how exposure to media can have an impact on gender attitudes

Question 6

Give evaluation for media influences on gender roles (counter-stereotypes)

Answer 6

• Counter-stereotypes challenge traditional views of gender roles, which may have implications on future generations
• e.g. Pingree found gender stereotyping was reduced when children were shown TV adverts featuring women in non-stereotypical roles
• But this may have the opposite effect for boys, it was found that pre-adolescent boys’ stereotypes became stronger after exposure to the non-traditional models, showing how gender roles are embedded into society
• Therefore the media can have implications in the future, whether it’s traditional or not

Question 7

Give evaluation for media influences on gender roles (extent of influence)

Answer 7

• The media may not be a strong influence on gender roles
• Durkin suggested family norms are a greater influence than media for young children
• This suggests that other factors such as culture, may be more important in forming gender stereotypes and instead of creating stereotypes, the media simply reflects prevailing social norms about males and females