Durkin, Kevin and Hurtz, Wilhelm (2004) The effects of gender-stereotyped radio commercials. Journal of Applied Social Psychology, 34 (9). pp. 1974-1992. ISSN 0021-9029
Full text not available in this repository. (Request a copy from the Strathclyde author)Abstract
It is well established that mass-media content often presents strong traditional gender stereotypes, but relatively little is known of the effects of exposure to such content. This study investigates the impact of gender-stereotyped radio commercials on listeners' self-ratings of masculinity and femininity and on the efficiency with which they performed memory tasks that included gender-stereotyped trait terms. No effect on self-rating was obtained. Clear effects on information processing efficiency were found, with participants exposed to the stereotyped commercials showing superior performance on memory for trait words and on a secondary task. It is concluded that repetitive exposure to gender stereotypes via the media does promote the accessibility of stereotype-related cognitions.
| Item type: | Article |
|---|---|
| ID code: | 1695 |
| Keywords: | stereotype, radio, commercials, gender, social psychology, Psychology |
| Subjects: | Philosophy. Psychology. Religion > Psychology |
| Department: | Faculty of Humanities And Social Sciences > Psychology |
| Related URLs: | |
| Depositing user: | Strathprints Administrator |
| Date Deposited: | 04 Feb 2007 |
| Last modified: | 12 Mar 2012 10:36 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/1695 |
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