Gender :: essays research papers

charge up Roles A Journal of Research, May 1997 v36 n9-10 p551(22) Advertisings effects on workforces gender utilization attitudes. Jennifer Garst Galen V. Bodenhausen. Authors Abstract COPYRIGHT 1997 Plenum publishing Corporation We posited that media im elds of men submit the gender role attitudes that men express soon afterwards pic to the im boards. A total of 212 men (87% European American, 7% Asian or Asian American, 3% African American, and 3% other) viewed magazine advertisements containing images of men that alter in terms of how tralatitiously masculine vs. androgynous they were and whether the models were the same age or much older than the viewers. Men who had initially been less traditional espoused more traditional attitudes than any other group after pictorial matter to traditionally masculine models, although they continued to endorse relatively nontraditional views after exposure to androgynous models. These findings suggest that nontraditional mens gende r role attitudes may be rather unstable and susceptible to momentary influences much(prenominal) as those found in advertising. Full Text COPYRIGHT 1997 Plenum Publishing Corporation In the average American household, the television is turned "on" for almost seven hours each day, and the typical adult or nestling watches two to three hours of television per day. It is estimated that the average child sees 360,000 advertisements by the age of eighteen (Harris, 1989). Due to this extensive exposure to mass media depictions, the medias influence on gender role attitudes has become an area of considerable interest and head ache in the past quarter century. Analyses of gender portrayals have found preponderantly stereotypic portrayals of dominant males and nurturant females within the contexts of advertisements (print and television), magazine fiction, newspapers, child-oriented print media, textbooks, literature, film, and everyday music (Busby, 1975 Durkin, 1985a Leppard, O gletree, & Wallen, 1993 Lovdal, 1989 Pearson, Turner, & Todd-Mancillas, 1991 Rudman & Verdi, 1993 Signorielli & Lears, 1992). Most of the look into to date on the effects of gender-role images in the media has focused primarily on the female gender role. A review of research on men in the media suggests that, except for film literature, the topic of maleness has not been address adequately (Fejes, 1989). Indeed, as J. Katz (1995) recently noted, "there is a glaring absence seizure of a thorough body of research into the power of cultural images of masculinity" (p. 133). Katz suggests that studying the impact of advertising represents a useful place to dispirit addressing this lacuna.