research into the influence of culture and or media on gender roles

Question 1

Cultivation theory

Answer 1

One strength of research into media influence on gender roles is it has a theoretical basis.
Cultivation theory argues that the more time individuals spend ‘living in the media world, the more likely they are to believe that this reflects social reality. Bradley Bond and Kristin Drogos (2014) found a positive correlation between time spent watching the realisTV programme Jersey Shore and permissive attitudes towards casual sex. This effect was still found to be true when researchers controlled for the influence of such factors as existing sexual attitudes, parental attitudes and religious beliefs.
This suggests the media ‘cultivates’ perception of reality and this affects gender behaviour.

Question 2

Research support

Answer 2

The influence of culture on changing gender roles is supportin’ by evidence.
Geert Hofstede (2001) argues that in industrialised cultures the changing status and expectations of women are a function of their increasingly active role in the workplace and away from the domestic sphere.
This has led to a breakdown of traditional stereotypes in advanced industrialised societies. In traditional societies women still occupy the role of house-maker as a result of social, cultural and religious pressures.
This suggests that gender roles are very much determined by cultural context.

Question 3

Mead’s research

Answer 3

One limitation is that Mead’s cross-cultural research has since been criticised,
Mead has been accused of making generalisations based on a short period of study. Derek Freeman
(1983) conducted a follow-up study of people from Papua New Guinea after Mead’s investigation. He argued that Mead’s findings were flawed as she had been misled by some of her participants, and that her preconceptions of what she would find had influenced her reading of events. This is an example of both observer bias and ethnocentrism.
This suggests that Mead’s interpretations may not have been objective and calls into question the conclusions that she drew