The influence of culture and media on gender roles

What is cross-cultural research?

Research done across multiple cultures

It is useful in the nature-nurture debate. E.g. if a gender-role behaviour is consistent across different cultures, we can conclude that this represents an innate, biological difference between males and females.

However, culturally-specific behaviours are likely to be caused by socialisation

Who studied cultural differences (nurture)?

Mead

What was the aim of Mead’s study into cultural differences (nurture)?

Mead studied cultural groups in Papua New Guinea.

What were the findings of Mead’s study into cultural differences (nurture)?

• The Arapesh were gentle and responsive (similar to to the stereotype of femininity in industrialised societies)

• The Mundugumor were aggressive and hostile (similar to the stereotype of masculinity in industrialised societies)

• The Tchambuli women were dominant and men were passive and considered ‘decorative’ (reverse of the stereotype in industrialised societies)

What did Mead conclude from her study?

Gender roles may be culturally determined.

Innate behaviours are largely the result of cultural norms!

Who studied cultural similarities (nature)?

Buss

What was Buss’s study into cultural similarities (nature)?

He found consistent patterns in mate preference in 37 countries across all continents.

In ALL cultures, women sought men who could offer wealth and resources, whilst men looked for youth and physical attractiveness in a partner.

Who else studied cultural similarities (nature)?

Munroe and Munroe

What was Munroe and Munroe’s study into cultural similarities (nature)?

They found that in MOST societies, division of labour is organised along gender lines (men as breadwinners and women as nurturers)

What is the media?

TV, film, books, social media etc

What role does the media play with gender roles?

The media provides role models that children may identify with and want to imitate.

What did Bussey and Bandura find about the media and stereotypes?

Media provides rigid gender stereotypes (e.g. men are independent ‘advice-givers’ whereas women are dependent ‘advice-seekers’)

What was Furnham and Farraghers study into media and gender roles?

They studied TV adverts and found that men were more likely to be shown in autonomous roles in professional contexts whereas women were seen in familial roles with domestic settings.

This suggests that the media reinforces widespread stereotypes about gender-appropriate behaviour

What did Bandura find about self-efficacy and the media?

Media gives info to men and women in terms of their likely success of adopting these behaviours.

Seeing other people perform gender-appropriate behaviours increases a child’s belief that they are capable of carrying out such behaviours in the future (SELF-EFFICACY)

What was the procedure of Mitra’s study into self-efficacy and the media?

She analysed the attitudes of people in India who watched a programme which challenged deep-rooted gender stereotypes.

It was called ‘Adha-full’ and was a detective drama that had 78 episodes.

What were the findings of Mitra’s study into self-efficacy and the media?

Girls who watched the programme were more likely to see themselves as CAPABLE of working outside the home than non-viewers.

Thus, their self-efficacy changed because of media influence