Attempts to assess any significant change in the degree of sex-role stereotyping in television commercials in recent years. (MH)

Suggests that from 1972-1974 there was little change in the representation of women as authorative voice-overs or as on-screen experts in television commercials without voice-overs. (MH)

To understand how children respond to and make use of portrayals of the sexes on television, 192 third and eighth grade students participated in a study to determine what they notice and how important these distinctions are to them. The study obtained children's same/different paired comparisons of eight concepts--me, my mother, an average woman,…

Recounts a speech delivered by William S. Rubens, Vice President of National Broadcasting Company, in which he covers some of the current issues focusing on television sex and violence and network policy. Available from: Vital Speeches of the Day, City News Publishing Company, Box 606, Southold, New York 11971. (MH)

Examines a television campaign intended to reduce sex and class differences in buying children's books. Results indicate that the campaign may have contributed to increasing such differences. (MH)

Analyzes sex-role portrayals in various childrens' educational television programs and reveals numerous models of sex-role inequity. (MH)

The mass media appear to have an influential role in the socialization of children by exposing them to a world far beyond the limits of their immediate experience. Because children must depend on mass media models for learning about adult sexual intimacy, a content analysis of daytime soap operas, to which many children are exposed daily without…

This paper identifies major shifts in advertising and marketing addressed to the female audience between 1940 and 1980 in terms of women's labor, lifestyle, and leisure, and analyzes various popular and publicized conceptualizations of female identity and feminism from the point of view of business and marketers. The first period is identified as…

This conference focuses on how females are portrayed in a range of current media and whether these messages influence girls. The report is divided into three parts. Part 1, "Getting the Message," maintains that girls are aggressive consumers of the popular media and they understand the messages conveyed there. Although current media…