A heavily illustrated discussion of the ways in which men and women are portrayed in advertisements is presented. The three essays which precede the 56 pages of illustrations discuss gender expressions, characteristics of public and private pictures, and gender commercials. The author notes that advertisements do not depict how men and women…

A collection of nine separate articles, this book discusses both the subtle forms of sex role stereotyping in our schools (e.g., teachers never asking girls to run the audiovisual equipment) and some of the more flagrant forms (discouraging boys from taking home economics). It refers to a recent study of teachers' attitudes which indicated that,…

This book explores how women have been portrayed in various forms of American popular culture over the years. In an introductory section, it is suggested that popular culture has generally used women to represent a social mythology that is built around women's subordinate status, a position that current feminists reject. Chapter 1 reviews books…

The purpose of this paper is to discuss the extent to which sexism exists in elementary and secondary textbooks. The findings of two recent studies of elementary and secondary textbooks are summarized and directed to four questions: Do textbooks describe the real world as females and males experience it in our society? Should textbooks describe…

This illustrated anthology of advertising in the popular press attempts to clarify the manner in which consumers have been conditioned to think about the roles of women in society. More than 2,000 copies of periodicals dating from 1900 to the present were consulted for the cultural information in their advertising. The selection of certain ads…

Recent changes in the social and economic roles of women are examined. These changes affect the lives of the largest single group in the United States and have resulted from a movement aimed not only at increased access to society's resources and power, but also at a redefinition of the identity of American women. Topics reviewed include women in…

The portrayal of male and female roles on prime-time television programs was investigated. Sixteen programs were observed, and data on the number and occupation of female and male characters, on positive and negative behaviors, including competence and aggression, were recorded. Plot summaries were also written for typical episodes. Research on…

Although Chicanas have played an equally significant role in the shaping of the Chicano experience, traditionally they have been relegated to a substandard position. They have been ignored, their accomplishments have gone unrecognized and their needs have been neglected. Their role has been rigidly defined as passive. The Chicana's effort and work…