Thirty-six five- to six-year-old girls viewed one of three television network cartoons, either high or low stereptyped or neutral. They were then tested for sex-role stereotyping on a 24-item measure, each item showing a male and a female and asking a question about them. (JMB)

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…

Explores the content and structure of music videos, focusing on the pervasiveness of aggressive cues (objects or events representing physical harm or the threat of harm), gender portrayals within a context of aggression, and the pacing of music videos. Finds that aggressive cues in music videos are less prominent than critics indicate. (MM)

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)

Differences in formal aspects of television commercials aimed at boys and those aimed at girls were investigated. Formal attributes were defined as production techniques such as action, pace, visual effects, dialogue and narration, background music and sound effects. Two aspects of content were also examined: aggressive behavior and the gender of…

Examines forms of communication used in commercials to convey social stereotypes. (Forms refer to production techniques such as level of action or movement, pacing, camera techniques, and auditory features.) (PD)

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.…

The characteristics of 69 award-winning television commercials from 1948 through 1958 were compared to those of 58 award-winning commercials from 1976 and 1977. The examined characteristics were type of storyline used, selling strategies, use of humor, live action versus animation, production techniques, and the depiction of blacks, women,…

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,…

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)