Text Analysis 3

'The Effects of Commercials on Children’s Perceptions of Gender Appropriate Toy Use'

Jennifer J. Pike & Nancy A. Jennings (2005)

https://deepblue.lib.umich.edu/bitstream/handle/2027.42/45638/11199_2005_Article_1195.pdf

Key Points: 

• Children are watching a ridiculous amount of television recently.
• Lots of stereotyped advertisements being shown which is concerning.
• Cultivation Theory- The more TV people watch the more likely they are to believe and follow social reality that is shown.
• Social Learning Theory- learning through observation.
• The two mentioned theories explain how the media construct everyone ideas about gender.
• Children watch more TV than adults so they may be more susceptible to accept the world portrayed on television as real life. 
• Used to be more boys in adverts, however research from the 1990's showed more equal amounts of boys and girls- content still an issue though. 
• Stereotypes shown in adverts shape children's perception of gender and what is socially accepted.
• Non-traditional image (such as girls playing with toys aimed at boys) can change their ideas about gender.
• Pingree (1978) experiment found this to be true. Children shown non-traditional advertisements were more likely to say both genders were the target for the toy whereas those shown traditional adverts most said the toy was aimed at boys. 

Key Quotes:

• 'Over the past three decades, children’s estimated exposure to television advertising has doubled from an average of about 20,000 commercials...  to more than 40,000 commercials per year' - from 1970's to 1990's.
• 'heavy television viewers are more likely to express opinions and hold values similar to those represented on television'
• 'they may be more susceptible than adults to adopting a television world view, particularly as it relates to the social construction of gender and gender roles.'
• 'exposing participants, adults and children, to counter-stereotypical portrayals led to less traditional gender role attitudes. If brief exposure to nontraditional images creates change in children’s beliefs, imagine what prolonged exposure could do for children’s beliefs and their behaviors.'