"Two matched series of TV commercials served as stimuli in a study with 52 female undergraduates. One series consisted of 4 replicas of current network commercials. The other series consisted of the same 4 commercials, identical in every respect except that each of the roles in the scenario was portrayed by a person of the opposite sex. Ss viewed either the traditional or reversed-role series. Those exposed to the nontraditional versions showed more independence of judgment in an Asch-type conformity test and displayed greater self-confidence when delivering a speech, thus supporting the hypothesis that commercials function as social cues to trigger and reinforce sex role stereotypes. Findings suggest that repeated exposure to nonstereotypic commercials might help produce positive and lasting behavioral changes in women."
Quote Details
Added by wikiquote-import-bot
Unverified quote
0 likes
Original Language: English
Available Languages (1)
Revision History
No revisions have been submitted for this quote.
Categories
Sexism
66 quotes on TrueQuotesView all quotes by Sexism →
Related Quotes
"The notion that ads convey meaning about gender without viewers’ awareness is not new. In his influential Gender Adve…"
"In sum, there is clear support for the prediction that ads with latent sexism produce greater acceptance of sexual as…"
"The so-called Muslim women’s movement is predicated on the idea that Muslim men, not Islam, have been responsible for…"
"If I had such a memory as Benwick, I could bring you fifty quotations in a moment on my side of the argument, and I d…"
"When women talk about any kind of misogynistic abuse, three things happen. We are told that we should stop making a f…"
"As we know, by and large women's life experience has not been represented. It has been men's life experience that has…"
"The popular notion of glass ceiling effects implies that gender (or other) disadvantages are stronger at the top of t…"
"Women in quantitative fields risk being personally reduced to negative stereotypes that allege a sex-based math inabi…"
"Sexism: The belief in the inherent superiority of one sex and thereby the right to dominance."
"Our said happiness is but the excuse of our exclusion. Whenever I hear a man talking of the advantages of our ill-use…"