The distributions for some occupations were striking. As for affective behaviors, male characters on MTV were found to be more aggressive, domineering, violent, and victimized than were female characters. Interestingly, it was found that Caucasian women pursued others sexually more frequently than did white males, but this was not true for non-white females. An investigation of sex-role stereotyping in music videos. The conclusion could be drawn that by perpetuating these stereotypes the mass media are partly responsible for the more negative self-concepts found in young women than in young men Rosenkrantz et al. When the affective behaviors and manifestations of the non-white MTV characters were analyzed, the results were quite similar to the overall i. This study used a larger sample than other studies and was limited to the examination of videos shown on MTV before Viacom instituted major format changes.
In our society, females are more likely than males to be encouraged to display their emotions, particularly if it shows one's vulnerabilities. This study investigates the sex-role stereotyping of occupations as well as the affective behaviors and manifestations of male and female characters shown on MTV. The researcher selected 3 one-hour spots at random to be videotaped from the 24 available each day, after scheduled interview and concert shows were excluded. There were, however, some differences: Two coders were given a chart which listed affective behaviors and manifestations i. However, women were seen much more frequently in such blue-collar positions as waitress and hair stylist than as white-collar workers, or they were shown as dancers or entertainers. Freston and his associates turned, in part, to rap music to reinvigorate their music-video channel, with lyrics reemerging as important in rock music DeCurtis, The conclusion could be drawn that by perpetuating these stereotypes the mass media are partly responsible for the more negative self-concepts found in young women than in young men Rosenkrantz et al. It also was determined that female characters were more affectionate than were males in MTV videos. It also was disturbing that very few non-white characters in MTV music videos were shown in white-collar roles. The distributions for some occupations were striking. This study used a larger sample than other studies and was limited to the examination of videos shown on MTV before Viacom instituted major format changes. Discussion In , the world of MTV contained few or no women mechanics, scientists, politicians, athletes, or business executives. While music videos by several recording artists have presented adolescents with more realistic and worthwhile female role models on MTV see Lewis, , most music videos and mass media do not seem to do so. Likewise, occupational roles that could be characterized as stereotypically female e. Female characters in these videos were also cast in occupational roles that tended to be less socially desirable. There were too few white-collar female characters to make meaningful statistical comparisons with white-collar males. However, MTV's expansion began to slow and its Nielsen ratings declined dramatically, which may have caused executives at Viacom which had just purchased MTV to alter the channel's format to include less "album-oriented rock" music Denisoff, As for affective behaviors, male characters on MTV were found to be more aggressive, domineering, violent, and victimized than were female characters. Females are often shown as wives and mothers or as objects of sexual desire Davis, ; Tuchman, and are rarely portrayed in viable nontraditional roles Meyers, ; Signorielli, All persons shown in each video were included in the study and coded only once. Additionally, the present study found that female characters were more fearful than were males. As shown in Table 2, male characters in music videos on MTV were more adventuresome, aggressive, domineering, victimized, and violent than females. In addition, the coding chart had columns for descriptions of characters, and their genders, races, and occupations. Female music-video characters also were excluded from most white-collar professions, denigrated as "sex objects" or as "second-class citizens" in the working world, or omitted from the workplace altogether.
Video about female sex role stereotypes:
Stereo - a film about reversed gender stereotypes
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