The influence of cultreand media on gender roles

Nature Vs nurture

Nature - if a gender behaviour is consistent across cultures we consider it innate or biological

Nurture - if a gender behaviour is culturally specific we consider this is due to the influence of shared norm of socialisation

Role of nurture

Meads research on cultural groups in Samoa supported the cultural determination of gender roles

Arapesh - similar to woman

Mundugumor - similar to men

Tchambuli - reverse of typical gender behaviour

Role of nature

Buss found consistent mate preferences in 37 coutres studied across all continents

Women sought after men offering wealth and resources

Men looked for youth and physical attractiveness

One strength is that the influence of culture has research support

In industrialised cultures changing expectations of women are a function of increasingly active role in the workplace

Traditionally omen are still house makers as a result of social, cultural and religious pressures

Suggests gender roles are determined by cultural context

One limitation is meads research is criticised

Freemn studies Samoan people after meads study

Claimed mead had been misled by some participants

Meads preconceptions influenced her

Meads interpretations may not be objective and questions the conclusions

Same sex gender roles preferred

Children are most likely to imitate role models of the same sex as they are engaging in gender appropriate behaviour

Bussey and bandura found

Media provide rigid gender stereotypes

Men are independent, ambitious and advice givers

Women are dependant, unambitious and advice seekers

Furnham and farragher

Found in adverts men were shown in professional contexts whereas women were shown in domestic settings

What is self efficacy

Increasing a child's belief they are capable of behaviour they see other people perform

Mitra et al found

Girls in India who watched a programme challenging gender stereotypes were more likely to see themselves as capable of working outside the home than non viewers

One strength is theoretical basis

More time individuals spend 'living' in the media world the more they believe it reflects the world

Bond and drogos found positive correlation between time spent watching jersey shore and permissive attitudes towards casual sex

Suggests media cultivates perception of reality and affects gender activity

one limitation is there may not be a casual relationship

Durkin argues very young children are not passive recipients of media messages, family norms are a bigger influence

Media representations confirm gender roles

Suggests media is a secondary influence