Navigation Links
TV Commercials Color Gender Choices for Careers
Date:5/28/2008

Study finds stereotypes remain, men more influenced by scenes about jobs

WEDNESDAY, May 28 (HealthDay News) -- The way that men and women are portrayed in television commercials can have a major impact on how people behave in their daily lives, suggests a University of New Hampshire study.

It found that men, in particular, are influenced by commercials that more often depict them in a career setting than doing domestic chores.

"Gender is one of the most studied social concepts, as it is the main standard that people use in determining how to act and interact with others. Because television advertisements transmit cultural ideas about gender, they help to socially construct gender. Commercials may affect the way that people think about their own gender, and contribute to the ongoing social stratification of genders in our society," study author Valerie Hooper, a graduating senior in sociology, said in a prepared statement.

She analyzed 1,538 commercials shown on four channels over one week during primetime viewing (8 to 10 p.m.).

Among Hooper's findings:

  • Men are portrayed as the main character of commercials more than women -- 55. percent vs. 44.5 percent.
  • Most commercials featuring women focus on selling home products, such as food, cleaners, personal care items and furniture (51.1 percent).
  • Men are most likely to be engaged in work behavior in commercials (34.2 percent), while women are least likely to depicted working outside the home (13.1 percent).
  • Only 2.1 percent of commercials showed men doing domestic chores, such as cooking, cleaning or caring for children.

"These stereotypes are considered outdated by many members of American society, yet still continue to pervade the media. These depictions not only defy the idea that diversity is becoming more accepted in society, but also completely ignore the fact that it is now a material need for both men and women to work and perform domestic duties, as most American families cannot survive on one income alone," Hooper said.

In the second part of the study, Hooper had a group of university students watch a number of commercials and then discuss their life goals for the next five to 10 years.

Males who watched commercials with a male main character in a traditional, stereotypical male role were more likely to say they favored life goals related to a career, while males who watched commercials with a male main character in a non-stereotypical male role were more likely to favor domestic-related life goals.

While the same trends were noted in females, the results were not as strong as in the males.

"The subtle implications of gender roles in commercials can influence self concept and future goals, particularly in the case of males. Although effects in the study were presumably temporary, one must keep in mind that individuals watch millions of commercials over the course of their lifetime," Hooper said.

She presented the study at the university's recent Undergraduate Research Conference.

More information

Learn more about gender differences and conflicts at Trinity University.



-- Robert Preidt



SOURCE: University of New Hampshire, news release, May 2008


'/>"/>
Copyright©2008 ScoutNews,LLC.
All rights reserved

Related medicine news :

1. Can pathological techniques help identify primary colorectal signet ring cell carcinoma?
2. New Method Proposed for Determining Which Patients Should Get Treatment for Colorectal Cancer
3. New method proposed for determining which patients should get treatment for colorectal cancer
4. National Coalition for Quality Colorectal Cancer Screening and Care Testifies Before FDA Advisory Panel on Fospropofol Labeling:
5. Mayo-led study finds smoking related to subset of colorectal cancers
6. Non-Profit Group Formed to Promote Safe Colorectal Cancer Screenings and Care:
7. CRH Medical Corporation opens new center in Denver, Colorado
8. A Picture Perfect Partnership: Olympus Raises Colorectal Cancer Awareness Through eBay Giving Works Auction
9. Colorado Youth Named National Epilepsy Spokesperson
10. Breaking Boundaries Program Honors Colorectal Cancer Survivors for Outstanding Leadership Achievements
11. Colorado State Senator Keller Recognized for Advocacy Work on Mental Health Issues
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:12/2/2016)... (PRWEB) , ... December 02, 2016 , ... Lori ... Greenberg Traurig, LLP’s Atlanta office, will speak at the American Conference Institute’s 21st ... Greenberg Traurig is also a Lead Sponsor of the conference. , Cohen, who chairs ...
(Date:12/2/2016)... (PRWEB) , ... December 02, 2016 , ... Advanced Inc., ... it has appointed Jason Bice, CPA, MBA to serve as Advanced Inc.’s Chief Financial ... Advanced, Inc. , Jason brings extensive financial and operational leadership experience to Advanced ...
(Date:12/2/2016)... PITTSBURGH, PA (PRWEB) , ... December 02, 2016 , ... ... or struggling through rehabilitation of an injury, patients must find the one that works ... for his pain, he created a machine that worked and decided to share it ...
(Date:12/2/2016)... Delaware (PRWEB) , ... December 02, 2016 , ... ... released a new version of its SaaS LIMS, CloudLIMS Lite. CloudLIMS Lite helps ... sample entry through labeling, storing, shipping and disposal. The new version is a ...
(Date:12/2/2016)... Texas (PRWEB) , ... December 02, 2016 , ... Yisrayl ... that delves into how this current generation fits into Bible Prophecy. Yisrayl says this ... various facts pointing to this conclusion, showing how the details line up exactly with ...
Breaking Medicine News(10 mins):
(Date:12/2/2016)... 2, 2016 Quantum Radiology,s Mobile Breast Center ... interpretation directly to women at the workplace, thereby maximizing ... as Delta Air Lines and SunTrust Bank, and community ... component of wellness initiatives. "I think it,s ... enables them to have a mammogram without taking a ...
(Date:12/2/2016)... CORDOBA, Spain , Dec. 2, 2016 ... additional natural sources apart from those derived from C. ... Córdoba, the Universita` di Napoli Federico II , ... have created the first comprehensive, critical, integrated and unified ... The article focuses on the remarkable chemical ...
(Date:12/2/2016)... , Dec. 2, 2016  The Addiction ... the Academy of Managed Care Pharmacy (AMCP), has ... can better address the opioid addiction crisis, including ... Therapies (MAT). ATAG,s newly released paper, ... Access to Naloxone," addresses many issues around gaps ...
Breaking Medicine Technology: