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 (https://doi.org/10.1111/j.1559-1816.2004.tb02595.x)
Full text not available in this repository.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.
ORCID iDs
Durkin, Kevin ORCID: https://orcid.org/0000-0002-6167-3407 and Hurtz, Wilhelm;-
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Item type: Article ID code: 1695 Dates: DateEventSeptember 2004PublishedSubjects: Philosophy. Psychology. Religion > Psychology Department: Faculty of Humanities and Social Sciences (HaSS) > Psychological Sciences and Health > Psychology Depositing user: Strathprints Administrator Date deposited: 04 Feb 2007 Last modified: 04 Dec 2024 12:43 URI: https://strathprints.strath.ac.uk/id/eprint/1695