T192 Lecture 5 Outline of Last Lecture I Gender Socialization II Developmental Skills Take Precedence So Socialization Takes Hold III Children s Media Habits IV Gender Differences in Exposure Outline of Current Lecture V Theme s in Children s Media VI Cultivation Theory VII Killing Us Softly 4 Documentary Current Lecture Theme s in Children s Media o It s a man s world o Men are strong and women are thin and sexy o Men are serious and powerful women are emotional and passive o A woman s place is in the home Cultivation theory o Viewing television cultivates shared conceptions of reality among a diverse TV audience o Heavy viewers are more likely to have real world perceptions that are like the TV world This is opposite for lighter viewers o Empirical Evidence Gender stereotyping Occupations Beauty standards Sexual beliefs behaviors o Cultivation theory assumes that Themes are pervasive present across all of television It is useful but not perfect Genres definitely matter Killing Us Softly 4 Documentary o Marketing and advertising is in all of pop culture o We process most ads messages subconsciously o Women are frequently dehumanized and objectified in ads Ads make their bodies into objects Focus is on parts of the female body rather than the whole thing This is usually breasts
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