The effects of television on children's stereotyping of women's work roles

Sixty-seven elementary school students, ages 5 through 10 years, from three ethnic groups were systematically exposed, over a 1-month period, to specially produced television commercials. One treatment group viewed prevideotaped cartoons interspersed with commercials of women in “traditional” roles, while a second group viewed the same cartoons but with commercials which portrayed women in traditionally male or “reversed” roles. Children were measured on pre-and post-tests on (1) their occupational knowledge, (2) the extent to which they stereotyped occupations, and (3) their own preferences for traditionally male and female jobs. Results indicate that children do learn about occupations from television content, that they also learn to stereotype or nonstereotype various occupations based on the sex of the TV model, and, finally, that girls will change their preferences for various occupations based on the particular roles they view women portrayed in.     

Pink and blue collar jobs: children's judgments of job status and job aspirations in relation to sex of worker

Past work shows that even young children know that occupations are differentially linked to men and women in our society. In our research, we studied whether 6- and 11-year-old children's (a) beliefs about job status and (b) job interests would be affected by the gendered nature of jobs. When asked about familiar occupations, children gave higher status ratings to masculine jobs and expressed greater interest in jobs culturally associated with their own sex. To circumvent the extant confounds between job gender and job status in our culture, we also developed a new methodology in which novel jobs were portrayed with either male or female workers. Older children rated novel jobs portrayed with male workers as having higher status than the identical jobs portrayed with female workers. Portrayal sex had no effect on children's own interests in these novel jobs at either age. Methodological, theoretical, and educational issues are discussed in relation to sex-role development and vocational aspirations.     

Ethnic and sex differences in occupational stereotyping by elementary school children

As part of the formative evaluation of an educational television and print package, fourth-, fifth-, and sixth-grade public school Black, Hispanic, and Anglo children were surveyed regarding career choice and perceptions of the appropriateness of selected occupations for male and female adults and children. Responses were analyzed by ethnic membership and sex. Results indicated that in general Hispanic and Anglo girls chose more non traditional, higher-status occupations than Black girls. For boys, however, there was no clear interaction between sex and ethnic group in career choice. Girls and boys in all three ethnic groups indicated preference for careers stereotyped for their own sex, although girls—particularly Anglo girls—showed a greater tendency to cross sex-stereotyped lines. In addition, while both girls and boys in all three groups stereotyped as appropriate only for females those occupations regarded as traditionally female, traditionally male occupations were stereotyped more frequently by boys than by girls, who tended to consider them appropriate for both sexes. No differences appeared between ethnic groups in boys' responses to male and female adult occupations. In general Black girls tended to hold the most stereotypic views of job appropriateness, while Hispanic girls did not show a clear trend. Black boys tended to stereotype more than the other two groups with reference to child jobs on a boy-stereotype scale. Some differences also appeared in both boys' and girls' responses on the basis of a median split between high and low stereotypers on boy and girl child-job stereotype scales. In general, subjects who stereotyped child jobs tended also to stereotype adult occupations, suggesting a link between the child's current experience and the more remote world of adults. Implications of the findings and suggestions for future research are discussed.     

Effects of occupational prestige,employment status,and marital status on perceptions of mothers

Perceptions of mothers were investigated as a function of their marital status, employment status and prestige of their jobs. College students (128 females and 96 males) evaluated a briefly described adult female stimulus person on 24 7-point bipolar scales that described job performance characteristics and personality traits. Each subject rated one of 16 mothers of a young child. The mother was portrayed as either divorced or married and as either currently employed or formerly employed (by choice) in an occupation of either moderate or low prestige. Employed mothers were perceived as more competent in their jobs but as less well-adjusted than nonemployed mothers. Mothers with moderate-prestige occupations were viewed as more competent than those in low-prestige occupations, especially if they were currently employed. Married mothers were seen as better adjusted than divorced mothers.Portions of this paper were presented at the meeting of the Midwestern Psychological Association, Chicago, Illinois, May 1989.     

The Image of the Salesperson: Prestige and Other Dimensions

Abstract

In this study the general public rated sales and other occupations on prestige and nine other attributes. It was found that the prestige of professional sales occupations was related to the attributes tested such as education. On some, but not all attributes, different sales jobs were found to vary. Differences were found in public perceptions of sales in comparison to other occupations and generally professional salespeople ranked below an engineer or physician. The image of salespersons did not involve a single stereotype. Steps that could be taken to advance the prestige of salespeople are discussed.     

Extending the demands‐control model: A daily diary study of job characteristics,work‐family conflict and work‐family facilitation

Using personal digital assistants, 91 parents employed in non‐professional occupations were surveyed for 14 consecutive days about their job characteristics and work‐family experiences. We found significant daily variation in work‐to‐family conflict (WFC) and work‐to‐family facilitation (WFF) that was predictable from daily job characteristics. Higher levels of WFC were associated with greater job demands and control at work. Contrary to the demands‐control model ( Karasek, 1979 ), these two job characteristics interacted such that the relationship between demands and WFC was stronger when control was high. We also found that demands were negatively related and control and skill level positively related to WFF. The results suggest ways in which jobs may be redesigned to enhance individuals' work‐family experiences.     

Occupational Movement: Employment Counselor Perceptions of Job Change

Missouri Employment Service counselors were surveyed to determine why they had changed jobs and why, in their opinion, other people change jobs. The counselors reported that they had changed occupations because of job interest and financial reasons, and that they had entered counseling because of a real interest in the field. Most of them who anticipated making a future change said it was because of dissatisfaction with working conditions, and they planned to continue counseling in another setting. The counselors' experiences led them to believe that other people change jobs primarily because of lack of satisfaction, but they noted that financial considerations are also important.     

An occupational taxonomy by professional characteristics: Implications for research

Theorists concerned with the nature of professionalism and researchers investigating professionals in the work environment often assume that professional occupations are a unique occupational type. To test this assumption, an occupational taxonomy based on nine dimensions of professionalism was derived empirically. The taxonomy represented expectations only to a moderate degree. Several implications were noted for the use of occupational taxonomies in the generalization of research findings on one occupational group to other occupational groups in the same classification.     

Media Exposure and Exemplar Accessibility

This study investigated the relation between television exposure and the ease with which individuals can retrieve examples of social events. Ninety-six college students were prompted to think of examples of constructs, some of which are frequently portrayed on television. Perceived ease of retrieving the examples and the source of the examples were measured. Media examples were more frequently recalled for events portrayed often in the media but infrequently experienced personally (e.g., courtroom trial, murder). Personal experiences were the most easily retrieved for events encountered frequently in real life, even when these events are also frequently portrayed on television (e.g., highway accidents, dates). Ease of retrieving media examples was related to hours of TV viewing, but only for viewing of television programs in which the events were common and when the direct experience with the events was likely to be low. Results are discussed with respect to media's influence on social judgment and heuristic processing.     

Indirect aggression in the media: A content analysis of british television programs

The purpose of this study is to determine how much indirect aggression occurs in television programs popular among British adolescents. Previous research has mainly focused on violence in the media rather than examining this more manipulative and subtle type of aggression. A content analysis of 228 hours of television programming revealed that indirect aggression was portrayed in 92.04% of all episodes analyzed. It was portrayed more frequently than physical and verbal aggression. Females were more likely to be shown as indirect aggressors than were males, while males were more likely to be portrayed as physical aggressors. Attractive aggressors were more likely to use indirect than other types of aggression. Indirect aggression was often found to be justified, realistic, and rewarded. We conclude that programs that are not considered violent may still contain a large amount of other types of aggression. Aggr. Behav. 30:254–271, 2004. © 2004 Wiley‐Liss, Inc.     

Beyond “Entry-level” Jobs: Immigrant Women and Non-regulated Professional Occupations

This article examines issues of foreign credential recognition from the standpoint of immigrant women with post-secondary degrees and employment backgrounds in non-regulated managerial and business professional occupations. Drawing on interviews with recent immigrant women and service providers in Calgary, Alberta, the article describes the women’s experience of looking for work, locating it in the context of the wider organization of settlement services and the labour market. The discussion focuses on the women’s participation in bridging programs designed to connect skilled immigrants with mainstream employers and help them obtain “entry-level” jobs in their fields.     

Televised Models of Female Achievement

Two studies examined the models of female achievement available to television viewers. The studies surveyed television's portrayal of both achievement behavior and its social consequences for the female achiever. Study I compared female models at four levels of achievement. Only those models at the lowest level of achievement were depicted as having successful social relations with males. Study II compared the marital status of male and female job holders. Compared with male job holders, females were depicted as less likely to be married, less likely to be successfully married, and more likely to be unsuccessfully married. Data on married females showed that those who held jobs were depicted as having 10 times as many unsuccessful marriages (proportionately) as housewives. It is suggested that female achievers portrayed on television are depicted in a way that does not encourage female viewers to imitate their behavior and in fact serves to inhibit achievement-oriented behavior in female viewers.     

Interrelations among gender-role conflict, typicality of occupations, and self-esteem

The present study was conducted with 549 women and men who were employed in gender-typical occupations or who were in vocational training, further qualification, or retraining for one of these job. We examined whether a gender-typical occupation is related to gender-role conflicts of women and men in work settings and whether self-esteem moderates the experiences of conflict. Generally, we cannot confirm influence of gender-typical jobs on experience of conflict. The results, however, supply evidence for the fact that women experience higher gender-role conflicts than men in all occupations. Women and men of low self-esteem engaged in typically female occupations experience especially high gender-role conflict.     

The Portrayal of Aggression on North American Television1

The past decade has seen an accumulation of evidence that TV viewing influences beliefs about social reality, particularly in areas related to violence. Detailed content analyses of the portrayal of aggression on North American television were conducted in an attempt to document some of the symbolic messages in television content and the extent to which those messages vary according to program category. The TV sample analyzed consisted of 109 programs (81 hours) chosen on the basis of audience viewing figures; 76% were produced in the U.S.A. and 22% in Canada. An average of 9 acts of physical aggression and 7.8 acts of verbal aggression per program hour were observed, but both type and rate of aggression varied by program category. Other methods of conflict resolution occurred rarely, and few witnesses sought alternatives to aggression. Less than 2% of the aggression observed was accidental, and most (69%) was incidental to the plot. Aggression, especially verbal abuse, was often portrayed as humorous, and there was little evidence of consequences. Some differences between Canadian and U.S. programming were noted. The possibility of using schema theory to understand the role of television in the development of beliefs about social reality is explored.     

Sex-role stereotyping of nurses and physicians on prime-time television: A dichotomy of occupational portrayals

Utilizing the methodology of content analysis, this study investigates the sexrole variables in prime-time television portrayals of nurses and physicians from 1950 to 1980. A 20% sample of 28 relevant series yielded 320 individual episodes, 240 nurse characters, and 287 physicians characters. Results show extreme levels of both sexual and occupational stereotyping. Television nurses are 99% female, and television physicians are 95% male. The cluster of sex and occupational role characteristics, personality attributes, primary values, career orientation, professional competencies, and the tone of nurse-physician relationships converge to yield an image of the female professional nurse as totally dependent on and subservient to male physicians. The development of this dichotomous sex and occupational role imagery has resulted in male television physicians who not only have outstanding medical competencies but also embrace all the attractive competencies of professional nurses. Television nurses largely serve as window dressing on the set and have little opportunity to contribute to patient welfare. Action is needed to improve the quality of nurse portrayals by making them more congruent with the real world of work in health care.This study was supported by a research grant from the U.S. Public Health Service, Health Resources Administration (NU 00579).     

Race and the workforce: occupational status,aspirations, and stereotyping among African American children

This study examined whether African American children's perceptions of occupational status and their own vocational interests are affected by racial segregation of the workforce. Children (N = 92) rated familiar occupations with respect to status, desirability, and stereotyping. Children also rated novel jobs that had been depicted with African Americans, European Americans, or both African and European Americans. As predicted, for familiar jobs, children's judgments were linked to their knowledge of racial segregation of these jobs. In addition, novel occupations that had been depicted with African Americans were judged as lower in status than the identical occupations that had been depicted with European Americans, demonstrating a causal influence of workers' race on children's judgments. Children's age and socioeconomic background moderated their occupational judgments.     

Source confusion as an explanation of cultivation: a test of the mechanisms underlying confusion of fiction with reality on television

Cultivation studies have found evidence that heavy television viewers adopt a world view congruent with how the world is portrayed in fictional television programs. An explanation is that viewers may remember fictional TV stories as realistic stories or news (fiction-to-news confusion). Until now, fiction-to-news confusion was found only if at least a week evolved between watching TV and asking viewers what was remembered. The present study conducted with a purposive sample of students and employees of a college in The Netherlands (N=96; M age = 28.6 yr., SD = 10.9) indicates that fiction-to-news confusions can also occur almost immediately after watching. In addition, whereas earlier research suggests that fiction-to-news confusions are associated with heavy viewing, i.e., more confusion when more hours per day are spent on TV viewing in leisure time, and faulty memory, the present study more specifically suggests that participants make many fiction-to-news confusions when they are exposed to relatively many fictional TV fragments that contain threatening, violent events.     

Sex roles and soap operas: What adolescents learn about single motherhood

This study investigated the contribution of daytime television soap operas to the perception of the roles and lifestyle of the single mother. The perceptions of soap opera viewers and nonviewers were compared using 163 junior and senior high students as subjects, 9% of whom were ethnic minorities. In particular, viewers perceive that single mothers have good jobs, are relatively well-educated and do not live in poverty. Further, they perceive that their babies will be as healthy as most babies and that their babies will get love and attention from adult men who are friends of their mothers. To the degree that these perceptions contribute to the gender role socialization of adolescents, we are faced with a problematic situation. Particularly in light of the fact that soap operas are increasingly targeting the adolescent viewer, the image portrayed on soap operas and the impact it appears to have is of great concern.     

Recognition and Respect: A Content Analysis of Prime-Time Television Characters Across Three Decades

This content analysis of week-long samples ofprime-time network dramatic programs broadcast betweenthe fall of 1967 and the spring of 1998 found thatwomenconsistently receive less recognition than men on television. While programs broadcast in the1990's had more women than those broadcast in the 1960'sand early 1970's, the women were still under representedin relation to their numbers in the U.S. population. There has been, however, somechange in the amount and degree of respect given towomen on prime time. While women are still categorizedas younger than their male counterparts, over the past 30 years more women are presented as employedoutside the home and the percentage of women cast inmore prestigious occupations has increased considerably.Whereas in the 1970's about a quarter of the women were depicted in traditionally femaleoccupations such as teachers or nurses, during the1980's and 1990's a smaller portion of the women werecast in these jobs. In contrast, the percent of women intraditional male or genderneutral jobs increasedsignificantly from the 1970's to the 1990's.     

Longitudinal associations between gender-typed skills and interests and their links to occupational outcomes

Although gender-based occupational segregation has declined in past decades, the world of work remains segregated by gender. Grounded in research showing that individuals tend to choose jobs that match their interests and skills, this study examined the longitudinal associations between gendered activity interests and skills from middle childhood through adolescence and tested gendered interests and skills, measured in adolescence, as predictors of occupational outcomes in young adulthood. Data were collected from 402 participants at four time points—when they averaged 10, 12, 16, and 25 years old. Results revealed that the longitudinal linkages between male-typed interests and skills were bidirectional, that both male-typed interests and skills in adolescence predicted working in male-typed occupations in young adulthood, and that skills, but not interests, predicted income. In contrast, female-typed interests predicted female-typed skills, but not the reverse, adolescent female-typed skills (but not interests) predicted working in female-typed occupations in young adulthood, and there were no links between female-typed interests or skills and income. Discussion focuses on the differential meanings and developmental implications of male- versus female-typed interests and skills.