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"These stereotypes are considered outdated by many members of American society, yet still continue to pervade the media.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:2/7/2016)... ... February 07, 2016 , ... Dr. Todd Hobgood , ... medical and surgical expertise. Technically known as deoxycholic acid or previously as ATX-101, ... non-surgical alternative for reduction of fat below the chin (aka the “double chin”). ...
(Date:2/6/2016)... ... , ... Shark Finds and Kevin Harrington, along with the Product ... with Belly Bands. , Having a dog is great—except when it wets every couch, ... nothing works, get Belly Bands, the easiest way to stop dogs from wetting ...
(Date:2/5/2016)... Toronto, Ontario (PRWEB) , ... February 05, 2016 ... ... today announced the availability of the company's lighter, sleeker next generation LYNX VR ... assembly plant. , Improvements in design and manufacturing not only reduce the ...
(Date:2/5/2016)... FL (PRWEB) , ... February 05, 2016 , ... ... the largest domestic franchisees of Popeyes Louisiana Kitchen restaurants, launched the 14th annual ... awareness for kids and adults with muscular dystrophy, ALS and related diseases that ...
(Date:2/5/2016)... ... February 05, 2016 , ... After years as an active staff surgeon and ... cosmetic surgeon Dr. Wayne Carman transitioned to chief of the Division of Plastic Surgery ... three-year term as chief and began a second three-year term in January of 2016. ...
Breaking Medicine News(10 mins):
(Date:2/5/2016)... -- As people age, it is natural to be more ... tests that are linked with certain age milestones simplify ... of aging individuals, hearing health is too frequently left ... American adults who report some trouble hearing, there is ... a 2016 healthy aging priority.[1] Cochlear ...
(Date:2/5/2016)... 5, 2016 ... the "Global Musculoskeletal Partnering 2010-2016: Deal ... to their offering. --> ... the "Global Musculoskeletal Partnering 2010-2016: Deal ... to their offering. --> ...
(Date:2/5/2016)... --> --> ... the global active pharmaceuticals ingredients (APIs) market stood at ... US$185.9 bn by 2020. It is expected to expand ... The title of the report is "Active Pharmaceutical Ingredients ... by Therapeutic Area) - Global Industry Analysis, Size, Share, ...
Breaking Medicine Technology: