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The influence of television on children's gender role socialization.


Sexual objectification of women in advertising

Added material. Since working women are no longer available solely to manage the home, sharing household responsibilities has become a critical issue among families. Analysis reveals that the egalitarian portrayal is the most effective role portrayal among many segments of the female market. Comstock, G.

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It compares the traditional female role portrayal to two distinct modern portrayals, each of the two identifiably different in focus. Atkin, D.

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Due to society's belief that females should be able to handle household and child care by themselves, many employed women assume two full-time jobs, one at work and one at home. This "man as doctor, woman as nurse" idea may have been reinforced further by parents, books, conversations with friends, and television. It Uinted reasonable to assume that women with more traditional gender ideologies will relate to traditional role portrayals in.

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Orlando, FL: Academic Press. A study of Saturday morning cartoons revealed that females were pictured less often girs males, were less active than males, played fewer roles than males, played fewer lead roles than males, and worked primarily in the home Streicher, Townsend and O'Neil's research indicated that when a wife contributed more to family income, she expected a more equal division of housework.

A major finding of this research is that, when averaging over all segments of the women's market, an egalitarian positioning is favored over a superwoman or traditional positioning.

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Some researchers have argued that there is a lack of consistency in the relationship between intentions and subsequent consumer behavior Belk, ; Foxall, We did this by testing, for each ad, the two-way interaction effect between judges and ability to capture role portrayal. The psychology of television. It is believed that in today's society, women who have no children are leading a lifestyle directly equivalent to their spouse.

Beal, C.

Finally, we tested for interjudge reliability ie, the agreement among judges. One within-subjects variable was positioning, where positioning refers to the female role portrayals used in the ad. This scale was anchored by the phrases, 'This ad makes me less interested in buying this product 1 ' and 'This ad makes me more interested in buying this product 6. Television sends forceful and compelling messages about societally approved gender roles, which are often stereotyped, biased, and outdated.

On music television, a popular program choice among young viewers, females often are shown in degrading positions. Consequently, children may exhibit these gender-biased behaviors and develop the gender-biased attitudes that they see modeled on television. Strasburger, V.

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Men Sates far more likely than women to be portrayed outside the home involved with sports or professional activities. The girls in the cartoons.

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Do women still believe they can do it all and respond favorably to depicting a superwoman? These studies have typically considered only the superwoman modern portrayal.

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One way advertisers have responded to working women's ability to manage these dual demands is by creating the 'superwoman image' In ad after ad we see the working mother with briefcase in one hand and smiling child in the other. Unifed then filled out questions concerning their gender ideology and demographic status. Boys and girls, in turn, develop gender ideologies about the appropriate way for men and women to divide household chores.

Children's ideas about how the world works come from their experiences and from the attitudes and behaviors they see around them.

Gerbner, G. If the child frequently meets such gender biases and gender stereotypes, this knowledge will be incorporated into future perceptions. While this possibility exists, practitioners and academic researchers continue to use within-subjects des extensively because they think their benefits outweigh their disadvantages. Females consistently are placed in situations where looks count more than brains, and helpless and incompetent behaviors are expected of them Boyer, Gender stereotypes and roles 3rd ed.

As children continue to develop and grow, they are exposed to more and more examples of such gender biases and stereotypes. A reliability analysis of the responses to the five gender ideology questions yielded a Cronbach's alpha of.

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Tavris, C. At the end of her interview, each respondent indicated Statss extent of her sdx or disagreement with our description of the modern and traditional positionings shown. Examples of these statements are: I believe that a husband and wife should share household chores equally if they both work outside the home. We hypothesize that: H2: Women with higher incomes will respond more favorably to the egalitarian portrayal than to the other portrayals to a larger degree than women with lower incomes ie, the two-way interaction effect between income and female role portrayal on advertising effectiveness will be ificant in the direction indicated.

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With more than half of all American families adopting this lifestyle, dual-earner families are quickly becoming the norm. Next, six independent judges marketing faculty, working women, and a housewife rated the on their ability to capture these. This analysis was essentially a two-way ANOVA with judges subjects as the row factor and role portrayal as the column factor. Cobb, N. In the Virginia Slims Opinion Poll, women were asked what would be the single most important factor in helping them balance work and home Townsend and O'Neil, Examples of phrases used to express these are: 1 'woman appears to be a housewife' traditional2 'woman appears to work outside the home and does most of the housework herself' superwomanand 3 'couple appears to share household chores' egalitarian.

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Television and the American. New York: Norton. Kaplan, P. Child Development, 57,

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