"This study suggests that sex stereotypes implicitly enacted, but never explicitly articulated, in TV commercials may inhibit women's achievement aspirations. Men and women (N=180) viewed locally produced replicas of four current, sex-stereotyped commercials, or four replicas that were identical except that the sex roles were reversed, or (control) named their favorite TV programs. All subjects then wrote an essay imagining their lives â10 years from now.â The essays were coded for achievement and homemaking themes. Women who viewed traditional commercials deemphasized achievement in favor of homemaking, compared to men and compared to women who had seen reversed role commercials. The reversed role commercials eliminated the sex difference in net achievement focus. Control subjects were indistinguishable from their same-sex counterparts in the traditional condition. The results identified some social changes needed to make âequality of opportunityâ a social reality for women as well as men."
Quote Details
Added by wikiquote-import-bot
Unverified quote
0 likes
Original Language: English
Available Languages (1)
Sources
Geis, F. L., Brown, V., Jennings (Walstedt), J., Porter, N. (1984). "TV commercials as achievement scripts for women", Sex Roles, 10, p. 513.
https://en.wikiquote.org/wiki/Gender_role
Revision History
No revisions have been submitted for this quote.
Categories
Gender role
9 quotes on TrueQuotesView all quotes by Gender role â
Related Quotes
"Over the past five decades, gender-role portrayals in advertisements have changed in accord with the changing roles oâŚ"
"Women in quantitative fields risk being personally reduced to negative stereotypes that allege a sex-based math inabiâŚ"
"Exposing participants to gender-stereotypic TV commercials designed to elicit the female stereotype, the present reseâŚ"
"We cannot ask ourselves whether âwomanâ is superior or inferior to âmanâ any more than we can ask ourselves whether wâŚ"
"This year, according to statistics published by the advocacy group Women and Hollywood, women comprised just 27 perceâŚ"
"In the average American household, the television is turned "on" for almost seven hours each day, and the typical aduâŚ"
"Research on women in print advertisements has shown that pictures of women's bodies and body parts ("body-isms") appeâŚ"
"The process of establishing Gender justice in Muslim society is neither simple nor straightforward. There is not one âŚ"
"new healthcare policies offer free medical services for pregnant women and children under the age of five, with additâŚ"
"the opportunity to assure that everybody can become masters of their own destiny"