Gender role stereotyping in Australian radio commercials

Most previous research into gender role stereotypes in the mass media has concentrated on television or print. Only one content analysis (Furnham & Schofield, 1986) has examined radio content, finding patterns of bias in British radio commercials consistent with, though less marked than, those in television commercials. The present study sought to determine whether similar patterns obtain in another Western country’s radio commercials collected approximately a decade later. Over 100 Australian radio ads were content analyzed, and results very similar to those of the earlier study were obtained. The findings are discussed in terms of their implications for studies of gender role development and audience reactions to media content. We are grateful to Elyse Frankel and Jason Low for assistance in data coding and checking, and to two anonymous reviewers for constructive commentaries on an earlier version.