Durkin, Kevin and Hurtz, Wilhelm (2004) The effects of gender-stereotyped radio commercials. Journal of Applied Social Psychology, 34 (9). pp. 1974-1992. ISSN 0021-9029Full text not available in this repository. (Request a copy from the Strathclyde author)
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.
|Keywords:||stereotype, radio, commercials, gender, social psychology, Psychology, Social Psychology|
|Subjects:||Philosophy. Psychology. Religion > Psychology|
|Department:||Faculty of Humanities and Social Sciences (HaSS) > School of Psychological Science and Health > Psychology|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||04 Feb 2007|
|Last modified:||29 Apr 2016 07:41|