Stereotyping + Counter stereotyping: gender in media

comm exam 2 `

what are the 4 development of gender roles

gender identity

gender constancy

gender schemata

gender role atttdes

gender identity

rudimentary identity between ages 18-36 months

what do children learn at gender identity stage

to label self and others

understanding of gender = limited

gender constancy 

understand that gender does not change (regardless of appearance, clothing etc) 

what does piagets stages say about gender constancy

preop child is perceptually bound - so when one aspect of you changes, all aspects change to them

what age is gender constancy

4

gender schemata 

cognitive structures containing info regarding gender and gender roles 

how do gender schemata develop with age

younger have more stereotyped gender schemas

gender role attitudes - what do children know by age 3

social expectations

gender role attitudes - what do children know by age 4-5

stereotypes for occupations 

gender role attitudes - what do children know by age 5

learn stereotypes about personality and behaviour

gender role attitudes - what do children know by middle childhood

less rigid ideas

when does sex typed behaviour occur 

very early - by age 2 select toys and activites that fit gender stereotypes 

how do parents imapct gender role attitudes

reinforce different kinds of behaviour in girls and boys

what do children of employed mothers tend to have

less traditional concepts

what kinds of media are sources for gender roles 

books

tv, movies, other screen media 

social media ge

gender stereotypes

beliefs about certain attitudes that differentiate how women and men are/ should be

what do gender stereotypes address

traits

physical characteristics

roles

behaviours

occupations

gender stereotypes and media 

media = not only source but significant one 

how does media impact cultural norm expectations

offers role models

shapes values

social learning

shapes schemas

content of childrens literature

boys outnumbers girls

girls shown doing more passive things; boys more instrumental

gender roles and tv content 

commercials targeting children 

tv shows targeting children 

what are features of girl commercials

narrator voice = female

pastel colours

settings = fantasy based or home

slower pace

more background music

what are features of boy commercials

narrator voice = male

dark/primary colours

more sound effects

fast paced

more cuts

when was girl power 

1990s - nickledeon eg 

tv programs for children - factors

males outnumber females

males = more likely to be aggressive, decietful

tv shows for tweens - factors

action adventure - males outnumber females, males more likely to e leaders

tenn scene t

‘tenn scene’

equal numbers males and females, more counter stereotyped gender roles 

effects of stereotyped portrayals on attitudes and behaviours

heavy tv viewing associated with more stereotyped attitudes

what do disney princess movie/superheroe movies do

kids who watch a lot o these tend to have more stereotypical attidues

• schema theory

what theories are there to explain media effects on gender attitudes

SLT

Cultivation

Schema

how are gender portrayals changing 

toy commercials show more depictions of boys + girls playing with toys typically geared towards other gender 

more diverse representation 

effects of counter stereotyped portrayals

can have positive effects on attitudes

how do counter portrayal effects on gender attitdes vary

by

• gender constancy

• gender schemas

• perceived reality of content