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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

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The effects of gender-stereotyped radio commercials

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

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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.