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"These stereotypes are considered outdated by many members of American society, yet still continue to pervade the media.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:6/24/2016)... ... June 24, 2016 , ... A recent article published June ... with. The article goes on to state that individuals are now more comfortable seeking ... common operations such as calf and cheek reduction. The Los Angeles area medical group, ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... Marcy was in a crisis. Her son ... lash out at his family verbally and physically. , “When something upset him, he couldn’t ... would use it. He would throw rocks at my other children and say he was ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... ... now offering micro-osteoperforation for accelerated orthodontic treatment. Dr. Cheng has extensive experience with ... Damon brackets , AcceleDent, and accelerated osteogenic orthodontics. , Micro-osteoperforation is a ...
(Date:6/24/2016)... ... June 24, 2016 , ... People across the U.S. are ... Code Talker Award, an essay contest in which patients and their families pay tribute ... presented at the 2016 National Society of Genetic Counselors (NSGC) Annual Education Conference (AEC) ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... ... client, The Grove Investment Group (TGIG), has initiated cultivation and processing operations at ... Las Vegas and Pahrump, Nevada. , Puradigm is the manufacturer of a complete ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... Belgium , June 24, 2016 ... the appointment of Dr. Edward Futcher ... Non-Executive Director, effective June 23, 2016.Dr. Futcher was ... Nominations and Governance Committees.  As a non-executive member ... independent expertise and strategic counsel to VolitionRx in ...
(Date:6/23/2016)... 23, 2016  MedSource announced today that it ... software solution of choice.  This latest decision demonstrates ... to their clients by offering a state-of-the-art electronic ... establishes nowEDC as the EDC platform of choice ... clients.  "nowEDC has long been a preferred EDC ...
(Date:6/23/2016)... -- Any dentist who has made an implant supported denture ... of them do not even offer this as a viable ... costs involved. And those who ARE able to offer that ... cost that the majority of today,s patients would not be ... , founder of Dental Evolutions Inc. and inventor of Implanova ...
Breaking Medicine Technology: