 | Term | Definition |
| |
Why Study Gender & Media? |
Media reflects cultural values, prescribes cultural views of gender, gatekeepers |
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More than 99% of US households have a |
Television |
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Children aged 2-7 spend __ hours a day with media |
about 3.5 |
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MTV is the #1 cable network for __-__ year olds |
12-24 |
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Minimal Effects |
Media has little consumer effects due to selective attention |
| |
Uses & Gratifications |
Active Consumption with regard to what is important to you |
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Agenda Setting |
Media influences your thinking by what they show you. Frames beliefs and attitudes. |
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Cultivation Theory |
Media distorts reality/blurs the line of what real and fake |
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Advertising Themes |
Underrepresentation of certain groups: minorities, gays, elderly, women |
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Advertising Themes - Women |
Shown un underwear, passive, dependent, kitchen, with children, in bathrooms |
| |
Advertising Themes - Men |
Seen as independent cowboys, athletci, successful, wise grandfathers, sexy swingers,blue collar hard workers, authority figures; more recently with children, domestic chores, or angry & agressive |
| |
On TV, men are infrequently seen as |
caretakers and nurturers |
| |
On TV, women are seen as ____ and ____ than in real life |
younger ; thinner |
| |
While juggling work and home, women are seen on TV as |
capable but pretty leaders who are enmeshed in relationships |
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