Evaluation of the influence of culture and media on gender
roles
Studies showing cultural differences:
Margaret Mead (1935): Studied social groups in Papua New Guinea. Carried out a detailed ethnographic
study by living with various tribes for six months. In the Arapesh tribe, she found that both sexes were
feminine, very expressive, co-operative and both raised the child. In the Mundugamor tribe, both sexes
were masculine, assertive, arrogant and fierce. Neither sex liked childcare and put the baby in a dark
place. In the Tchambuli tribe, there was a reversal of the Western culture. Males gossiped and were
considered incapable of making decisions, and women took care of trade and were independent.
Malinowski (1929): Reported that women in Trobriand island can be highly sexually aggressive. Gangs of
women would capture and rape men from other tribes, often quite brutally. They would boast about
their conquests to enhance the reputation of their tribe
Studies showing cultural similarities:
David Buss (1995): Carried out a survey in 37 countries where PP’s had to rate the importance of certain
characteristics of a potential mate. Males rated good looks and youth as important as it’s a good
indicator of her health and ability to be a mother. Women rated, financial prospects and dependability
S as being important. This supports the fact that gender roles are universal as men and women across the
globe seek similar traits.
Influence of media:
Furnham and Farrager (2000): Aimed to demonstrate sex role stereotypes that were used in British TV.
Conducted a content analysis on a month’s sample of TV ads in the UK. They analysed the sex and role
of the key figure in the ads, location, type of product, use of humour and the sex of the voiceover. Found
that men were more presented in professional roles whereas women were more presented in domestic
roles (housewives, mums). Women were more likely to sell a household product and men were more
likely to sell motoring products. 70% of voiceovers were men, and the male voiceovers were more
humorous. Represents typical gender stereotypes.
McGhee and Frueh (1980): Found that people who view a lot of television tend to display more gender-
stereotypical views in their behaviour and attitudes than people who view little.
Pingree (1978): Found that showing advert of females in a male-stereotyped role did reduce gender-
stereotyping.
Employment: Can be used to help employ more women into STEM careers and other careers and men
into nursing roles by placing both on adverts. Helps us to recognise the need for diverse representation
in workplaces.
P Changes to advertising: Adverts now include more women in STEM adverts and more men in adverts for
teaching, meaning that more people in general are joining the STEM field. The STEM field can now
create products for women if more women join STEM.
I
Links to SLT
A
C N/A
E Pingree (1978): Found that pre-adolescent males stereotypes became stronger after seeing non-
traditional models in adverts. Means that culture can only impact gender roles in a positive way after a
certain age.
Mead (1935):
Imposed etic: She generalised the behaviour of the Samoan life and only studied them for a very short
time period.
roles
Studies showing cultural differences:
Margaret Mead (1935): Studied social groups in Papua New Guinea. Carried out a detailed ethnographic
study by living with various tribes for six months. In the Arapesh tribe, she found that both sexes were
feminine, very expressive, co-operative and both raised the child. In the Mundugamor tribe, both sexes
were masculine, assertive, arrogant and fierce. Neither sex liked childcare and put the baby in a dark
place. In the Tchambuli tribe, there was a reversal of the Western culture. Males gossiped and were
considered incapable of making decisions, and women took care of trade and were independent.
Malinowski (1929): Reported that women in Trobriand island can be highly sexually aggressive. Gangs of
women would capture and rape men from other tribes, often quite brutally. They would boast about
their conquests to enhance the reputation of their tribe
Studies showing cultural similarities:
David Buss (1995): Carried out a survey in 37 countries where PP’s had to rate the importance of certain
characteristics of a potential mate. Males rated good looks and youth as important as it’s a good
indicator of her health and ability to be a mother. Women rated, financial prospects and dependability
S as being important. This supports the fact that gender roles are universal as men and women across the
globe seek similar traits.
Influence of media:
Furnham and Farrager (2000): Aimed to demonstrate sex role stereotypes that were used in British TV.
Conducted a content analysis on a month’s sample of TV ads in the UK. They analysed the sex and role
of the key figure in the ads, location, type of product, use of humour and the sex of the voiceover. Found
that men were more presented in professional roles whereas women were more presented in domestic
roles (housewives, mums). Women were more likely to sell a household product and men were more
likely to sell motoring products. 70% of voiceovers were men, and the male voiceovers were more
humorous. Represents typical gender stereotypes.
McGhee and Frueh (1980): Found that people who view a lot of television tend to display more gender-
stereotypical views in their behaviour and attitudes than people who view little.
Pingree (1978): Found that showing advert of females in a male-stereotyped role did reduce gender-
stereotyping.
Employment: Can be used to help employ more women into STEM careers and other careers and men
into nursing roles by placing both on adverts. Helps us to recognise the need for diverse representation
in workplaces.
P Changes to advertising: Adverts now include more women in STEM adverts and more men in adverts for
teaching, meaning that more people in general are joining the STEM field. The STEM field can now
create products for women if more women join STEM.
I
Links to SLT
A
C N/A
E Pingree (1978): Found that pre-adolescent males stereotypes became stronger after seeing non-
traditional models in adverts. Means that culture can only impact gender roles in a positive way after a
certain age.
Mead (1935):
Imposed etic: She generalised the behaviour of the Samoan life and only studied them for a very short
time period.
