Work-Family Imagery and Gender Stereotypes: Television and the Reproduction of Difference.

Y

25

Advertising; Content Analysis; Cultural Images; Family Work Relationship; Mass Media; Occupational Segregation; Sex Stereotypes

0001-8791

Analysis of cultural imagery in 1,699 television commercials from 1992-94 showed that women were less prevalent, more likely to be shown in families, less likely to hold jobs or be in professional occupations, less likely to exercise authority, and more likely to be depicted as sex objects. Results suggest that sex stereotypes in media imagery have changed only slightly. (SK)

1997

EJ542146