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

Provides in-depth content analysis of six 1985-86 prime-time television shows which featured single professional women sharing the lead with a male partner in a working relationship. Concludes that these programs show a less stereotypical portrayal of working women than in the past and demonstrate a serious attempt to present the problems of…

Noting that previous research has shown that television content influences attitudes and behavior, a content analysis of 269 television commercials broadcast during prime time was conducted to examine whether male sex role stereotyping existed in the commercials and, if it did, to determine the characteristics of that stereotyping and whether the…

Although college women were generally found to be more aware and critical of sex stereotyping than were college men, data indicated that viewers were not as sensitive to sex-role stereotypes in television commercials as advocates of feminism might hope. (KS)

Finds traditional sex roles are reflected in attributes, attitudes, and behavior of male and female characters in 20 cartoon programs. (RB)

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)

Prime-time television dramas were analyzed to isolate counter-stereotypical sex-role portrayals, and children were surveyed to determine the impact of these portrayals on sex-role perceptions. The appeal of male and female television characters as role models was also tested. (LS)

This study was a replication of one that investigated sex-role stereotyping of occupations and behaviors of music video characters shown on MTV (Music Television) in 1987. It employed a random sample of 91 MTV music videos broadcast in 1993, and found a continuation of male and female characters shown in sex-typed jobs. Contains 56 references.…

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)

Explores the role children's cartoon programs may play in forming sex role identities in children through the presentation of sex-typed personality attributes of the cartoon characters. Fourteen dependent variables of cartoon character personality were analyzed by sex of the character and sex of the viewer. (JVP)

Investigates the image of the contemporary American woman as currently presented on television through viewing approximately 34 hours of programing and recording the following characteristics: regularity of character, occupations of characters, general demographics, and themes and topics discussed. (CWM)

Investigates the effect of television viewing on perceptions of sex-role stereotypes. Finds partial support for both the high impact image (the "Drench") and the frequent viewing ("Drip, Drip") theories. (RS)

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)