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influence of the media on gender roles - Coggle Diagram
influence of the media on gender roles
SLT
if viewers observe their behaviour receiving a positive outcome then vicarious reinforcement will occur
mediational processes will influence whether or not the behaviour is actually imitated
viewers identify with TV characters/celebrities, so they become role models
Hunston and Wright 1988
this supports the idea that gender role stereotypes are present in the media, perhaps contributing to out own gender role stereotypes and behaviour
found that in US TV programmes males almost always outnumber females, especially in children's programmes, with men shown in dominant roles and higher occupational status and women in a narrow range of inferior roles and less able to deal with problems
Notel/Unitel/Multitel study
unitel - only one Canadian TV channel
multitel - access to a number of American TV channels
notel - surrounded by mountains, not able to receive a TV signal
their behaviour and attitudes of the children in these towns was assessed using questionnaires about their gender stereotypes
Williams (1985) studied 3 Canadian towns
findings: children in Notel and Unitel had sex typed views that children in Multitel, especially true for girls
after TV was introduced in notel it was found that their views had become significantly more sex typed
cause and effect
because much of the research is correlational eg culture has an effect on both media and gender stereotypes therefore could be an intervening variable
difficult to investigate the effects of media stereotypes and establish causal relationships
therefore there may be a variety of other influences that may or may not interacts with the media to influence gender stereotypes