ERIC Number: ED208437
Record Type: RIE
Publication Date: 1980-Nov
Reference Count: 0
An Examination of the Male Sex Role Model in Prime Time Television Commercials.
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 depicted stereotype conforms to or alters the dominant cultural stereotype. The analysis found four main characteristics of male sex role stereotyping in the commercials: (1) the authoritative-dominant figure; (2) the competitive, success hungry individualist; (3) the breadwinner, with no domestic association; and (4) the emotionless male. Based on parallels drawn to four societal rules of masculinity, the results also indicated that these stereotyped images conform to and reflect the dominant cultural stereotype of the American male. (Appendixes contain definitions of terms used in the study and extensive tables of data.) (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Association (66th, New York, NY, November 13-16, 1980).