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ERIC Number: ED157107
Record Type: RIE
Publication Date: 1978-Apr
Pages: 18
Abstractor: N/A
Reference Count: 0
Project "Freestyle": Baseline Studies.
LaRose, Robert
Project "Freestyle" involved the development of prototypical television materials and a comic book intended to combat sex-role stereotyping in the career-related attitudes of nine to twelve-year-old children. This paper reports the results of four types of research conducted during the early development of the television series to determine the degree to which the thinking of children in the target audience is affected by sex-role stereotypes, important influences on children's sex-typed behavior, children's liking and comprehension of prototypical "Freestyle" materials, and audience reaction to the entire first pilot program and to the characters in it. The paper discusses highlights of the research results, measures used to determine audience response and to ascertain differences among different segments of the target audience, and implications of the research for development of "Freestyle" materials. Analysis of the results indicated that sex-role stereotypes are still in effect in the target audience and are supported by people designated as "significant others" in children's lives, and that the "Freestyle" message must be slanted to the needs of quite diverse audience segments. (GW)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Audience Response
Note: Paper presented at the Annual Meeting of the International Communication Association (Chicago, Illinois, April 25-29, 1978); For related documents, see CS 503 113-116