ERIC Number: ED330020
Record Type: RIE
Publication Date: 1990-Nov
Reference Count: N/A
Developing Critical Literacy in Adolescence: Adolescents' Responses to Sex Role Stereotyping in Ads and Stories.
Beach, Richard; Freedman, Kerry
This study examined the nature of adolescents' responses to ads and stories containing different degrees of stereotypical portrayal of females. Subjects were 115 students in grades 8 and 11 enrolled in English classes in two middle-class suburban school districts. The materials used consisted of four ads and two stories portraying females, selected from current issues of the popular teen magazines "Teen Magazine,""Sassy," and "Visions." Students were given the ads and stories and asked to write a response to each. Students were then asked to respond to the question, "Would you like to be one of the persons in this ad/story? Why or why not?" Students also wrote a narrative evoked by the ad or story, followed by an inference about the ad's message. Results indicated that adolescents, particularly eighth graders and males, demonstrated little critical analysis of stereotyped ads. Adolescents were more likely to "like" the ad persons than the story characters and to generate idealistic stories in response to the ads than to the stories. Results indicated a need to teach critical response skills to stories and advertisements. (Four tables of data are included and 14 references are attached.) (MG)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertisements; Message Responses
Note: Paper presented at the Annual Meeting of the National Reading Conference (40th, Miami, FL, November 27-December 1, 1990).