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Studying Gender

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Title: Studying Gender


1
Studying Gender
  • PYB1 Question 4
  • (either copy down these slides or follow the
    instructions on them)
  • Chapter 4 in your textbook up to page 101
    with some studies taken from pages 101-116

2
  • Look at the following terms and divide them into
    two groups
  • Typically Masculine
  • Typically Feminine
  • Gentle, Yielding, Sympathetic, Independent,
    Loyal, Ambitious, Dominant, Affectionate,
    Competitive, Self-Reliant, Forceful, Aggressive.

3
  • Now draw a 5 column table (like a Likert scale)
    and put each term in the position on the scale
    where you feel it should go.

4
Gender Concepts
  • A concept - a generalised idea which is used to
    group together a number of objects or similar
    features.
  • The Gender concept - a number of ideas which we
    hold referring to aspects of behaviour,
    personality and attitudes relating to males and
    females.

5
  • An important aspect of social development is
    forming a self-concept.
  • Part of our self-concept relates to whether we
    are male or female the gender concept.
  • It has been suggested that there are different
    parts of our gender concept and that they develop
    in a particular sequence.

6
  • Sex and Gender tend to be used
    interchangeably, but it might be better to use
    the term sex when referring to our biology,
    while gender is a cultural construct.
  • Gender the term gender includes other terms such
    as masculinity, femininity and androgyny. It is a
    concept, which may change over time and across
    cultures.

7
  • Sex is a biological term. Male Female. Across
    time and culture, sex is defined in terms of
    reproduction and all societies make the same
    distinction.
  • Note, some societies accept the notion of a
    third sex. This is always seen as a combination
    of male and female rather than totally distinct,
    and is also defined in terms of biology.

8
  • There are at least five biological categories
  • Chromosomal sex XX, XY
  • Gonadal sex ovaries testes
  • Hormonal sex Androgens (e.g. testosterone),
    Oestrogen Progesterone, we all produce all
    three but males tend to produce more testosterone
    and females more oestrogen progesterone.
  • Sex of internal accessory organs males
    prostrate gland, sperm ducts, seminal vesicles
    testes. Females fallopian tubes, womb, ovaries.
  • Function and appearance of external genitalia.
    Males penis scrotum. Females outer lips of
    the vagina in females (labia majora).

9
  • An individual tends to be either female or male
    in all of the 5 characteristics. Also, it is
    usually on the basis of these characteristics
    (initially external genitalia) that a baby is
    assigned a sex at birth, they influence how a
    child is brought up, how gender identity, gender
    role etc are developed.
  • However there are certain disorders that arise
    during pre and post-natal development that lead
    to inconsistencies between these characteristics.

10
  • Hermaphroditism a discrepancy between any of the
    5 components of sexual anatomy physiology.
    Often known as intersex cases today.
  • Case studies of hermaphrodites highlight the role
    of biological factors in gender role development,
    these include the cases of-
  • The case of Mr Blackwell (Goldwyn, 1979)- A true
    hermaphrodite someone who was both biologically
    male female.
  • The Batista family (Imperto-McGinley et al, 1974)
    Testosterone insensitivity or testicular
    feminising syndrome (we will come back to this
    one in the future).

11
  • Sex Identity - the biological status of being
    male or female.
  • Gender Identity the persons concept of whether
    they feel like they are male or female.

12
  • Sex Typing - someone may become sex-typed, that
    is they acquire the behaviours, characteristics
    and attitudes that society expects of their sex.
  • An ANDROGYNOUS person is someone who possesses a
    large number of both masculine and feminine
    characteristics, behaviours and attitudes. The
    androgynous person is not sex-typed. This person
    will cope better with situations that are either
    male appropriate (e.g. being assertive when
    challenged about something) or female
    appropriate (spending a few minutes nursing a
    pet rabbit), as opposed to a person who is
    sex-typed. The sex-typed person will feel
    uncomfortable in the opposite sex appropriate
    situation.

13
The Bem Sex Role Inventory
  • Sandra Bem devised an inventory to measure the
    level of a persons androgyny. See handout and
    additional work for details
  • Have a go at finding out your own level of
    androgyny using the inventory.

14
  • How did she develop the BSRI?
  • Asked 50 male 50 female students to choose 200
    words (characteristics) and rate each one on a
    scale according to how desirable they were for a
    man or woman in the USA.
  • Bem chose from the 200 words the highest rated 20
    feminine words, the highest rated 20 masculine
    words and 20 neutral words.
  • She ended up with 60 words in the inventory

15
  • How is the inventory used to assess androgyny?
  • Participants are asked to rate themselves on each
    of the 60 words on a 7 point scale (1 never
    true, 7 always true).
  • The feminine and masculine scores are calculated,
    the closer the difference between the two scores
    is to 0 the more androgynous a the person is. Bem
    gave each participant an androgyny score.
  • The inventory was checked for reliability and
    validity and concluded to be a culturally
    specific measure of androgyny,

16
  • The BSRI is a useful scale when used to correlate
    with other test scores such as mental health,
    self esteem and can indicate whether androgyny is
    related to psychological health.
  • Bem claimed that people scoring high on androgyny
    are psychologically more healthy that people who
    do not score high.
  • However, Whitely(1985) claimed that the most
    psychologically healthy individuals are those who
    rate themselves as having slightly more masculine
    traits.
  • Criticism - The BSRI is culturally specific and
    was devised using students.

17
  • Now read the Androgyny handout and answer the
    questions on the handout.

18
  • Think about the video
  • The Boy who was turned into a girl
  • as we look at the next set of slides.

19
  • Gender role/ sex role- refers to the set of
    behaviours, attitudes and obligations that are
    seen as appropriate by society, for one gender
    and inappropriate for the other, they are part of
    the role of being a boy or a girl, a male or a
    female.

20
  • Sex (Gender ) Role Stereotyping -
  • Stereotyping occurs when the beliefs about the
    characteristics of males or females in general
    are used as a basis for the judgement of an
    individual man (boy) and woman (girl).
  • In the case of sex (gender) role stereotyping, an
    individual may be expected to think and act in
    certain way on the basis of their sex.
  • For example, a person who thinks that Sally
    should want to be a homemaker because all females
    want to be homemakers and Sally is a female, is
    sex role stereotyping Sally.

21
Do people stereotype others on the basis of their
sex? Research evidence-
  • Condry Condry (1976)
  • Aim To find out if adults interpret a childs
    emotional response differently depending upon the
    sex of the child. (i.e. Do the adults sexrole
    stereotype the child?)

22
  • Method Laboratory experiment method used.
  • Task two groups of adults were shown a video of
    9 month old child (same video of the same child
    for both groups of adults). Child was introduced
    as David to one group and Dana to the other
    group. Child was seen playing with toys e.g
    Jack-in-box. Participants were asked to describe
    the childs emotional response to the Jack-in-box
    as either angry or frightened. The actual
    response of the child on the video was unclear.
  • IV name of child David or Dana
  • DV description of childs emotional response.
  • Independent groups design two groups of adults

23
  • Findings
  • Participants tended to label
  • David angry
  • Dana Frightened
  • Conclusion
  • The labelling of a childs emotional response
    was influenced by the childs presumed sex. That
    is, the adults were sex role stereotyping the
    child.

24
When and where do children start to be influenced
by gender role stereotypes?
  • Children as they develop a sense of who they are
    as male or female (their gender role), look
    around for images in the world to see how they
    fit in.
  • At 6 years old they seem to have fixed views
    about gender roles, but these change with
    experience.
  • This suggests that children are not passively
    conditioned, but that learning is an active two
    way process.

25
Studying gender role stereotypes in children
  • Asking children directly about gender role
    stereotypes raises ethical issues, it might
    expose them to negative ideas with which they are
    unfamiliar.
  • Studies have to be carefully planned to avoid
    such ethical issues.

26
Damon(1977)
  • Aim To find out if the understanding of Gender
    roles develops with age.
  • Method - Interview method used
  • Participants - Children aged 4 9
  • Task - told them a story about a boy called
    George who enjoyed playing with dolls, his
    parents wanted to discourage him and told him
    only girls play with dolls.
  • Children were asked questions about whether it
    was all right for George to play with dolls if he
    wanted to?

27
  • Findings
  • 4 year olds said it was alright for George to
    play with dolls
  • 6 year olds said it was wrong for George to play
    with dolls
  • 9 year olds said it was unusual, but nothing
    wrong with George playing with dolls if he wanted
    to .
  • What are the DV IV in this study?

28
  • IV age of children, three age groups compared
    4, 6 9 year olds.
  • DV Childs answer to the question is it alright
    for George to play with dolls if he wants to?
  • Conclusion Childrens views of gender roles
    changes with age from not having fixed
    stereotyped views (age 4) through a strongly
    stereotyped view (age 6) to a more flexible view
    (age9).

29
Williams (1986)
  • Aim To investigate the effect of the media
  • on gender role stereotypes in children.
  • Method - Natural experiment
  • Canadian town (NOTEL)
  • TV introduced into this town
  • for the first time.
  • Assessed attitudes of children before TV
    introduced and 2 years after TV introduced.
  • Control group of children, who had been exposed
    to TV for a long time also assessed at the same
    time.

30
  • Findings
  • From the comparison between the control group and
    the NOTEL group
  • Children exposed to TV had stronger gender
    stereotypes than children who were not exposed to
    TV
  • From the NOTEL group - a before after
    introducing TV comparison
  • NOTEL children showed stronger stereotypes than
    they had 2 years earlier, i.e. before TV
    introduced.

31
  • Conclusion TV is a powerful force in teaching
    children about stereotypes (therefore producers
    should pay attention to the gender stereotypes
    portrayed on TV).

32
  • The role of Nature Nurture in the
    development of gender identity

33
  • Nature -
  • Genetic hormonal factors determine behaviour,
    so gender identity, the feeling of being a boy
    or a girl, is dictated by our genes, brain and
    hormones.
  • Anatomy is destiny
  • It is a deterministic view of development
  • Psychoanalysts and Biological psychologists take
    this view
  • They study brain differences, the effects of sex
    hormones, case studies of people with unusual
    backgrounds relating to hormones and chromosomes.

34
  • Nurture
  • Behaviour is learned, so the feeling of being a
    boy or a girl, is determined by the way we
    are brought up, by the experiences we are exposed
    to and the way we are treated.
  • Learning Theorists and Cognitive Psychologists
    take this view.
  • They take an interest in cross-cultural studies,
    observational studies in laboratories or the
    natural environment, and content analysis.

35
Studies looking at the nature nurture debate in
the development of GENDER IDENTITY
  • Case Studies (of unusual cases)
  • Money Erhart (1972)
  • The case of Bruce Reimer
  • Imperarto McGinley (1979)
  • The Batista Family

36
Money Erhart (1972)The case of Bruce Reimer
  • Aim To investigate whether social
    environmental factors (nurture) or biological
    factors (nature) influenced gender identity.
  • Method
  • Case study of a boy who was brought up as a girl
    as a result of an accident during circumcision
    surgery.

37
  • Details about the case-
  • Baby twin boys had problem
  • urinating advised parents to have
    them circumcised.
  • Baby Bruces operation went wrong his penis was
    burned off.
  • Dr Money psychologist believed that gender
    identity was a result of the way the child was
    brought up. He advised that Bruce should be given
    corrective surgery and raised as a girl.

38
  • This was done at the age of 21 months.
  • His parents began treating him like a girl Brenda
    - longer hair, dresses, dolls etc.
  • During adolescence Brenda was given oestrogen to
    promote the development of breasts.

39
  • Findings-
  • Dr Money reported in his case study report that
    Brenda was a well adjusted girl and that his
    theory that gender identity is formed through
    interaction with the environment (nurture) was
    correct. BUT - We now know that
  • By the age of 9 Brenda was an unhappy girl
  • At adolescence Brenda refused to have further
    surgery
  • When her parents finally told her the truth she
    decided to change back to being a boy.

40
Brenda called himself David and later married a
woman with two children. This implies that the
influence of Nature on gender identity
development is stronger than Nurture.
Conclusion Money concluded that social factors
(Nurture) determines gender identity BUT. . . We
can conclude that Money was wrong and that
biological factors (Nature) is important in
gender identity development.
41
Imperarto McGinley (1979)The Batista Family
  • Aim To investigate whether social
    environmental factors (nurture) or biological
    factors (nature) influenced gender identity.
  • Method
  • Case study of a group of people called
    Machi-embra who live in the Dominican republic.
    Many of the boys have a rare form of
    pseudo-hermaphroditism caused by a faulty gene
    inherited from a distant ancestor.

42
  • Details about the case.
  • Boys genetically male (XY) but were born with
    female appearance and remained female in
    appearance until puberty.
  • At puberty they developed like normal males.
  • They had been brought up as girls and socialised
    into a female role.
  • At puberty they had to choose between staying as
    a woman or changing roles and become a man.

43
  • Findings
  • Most of the adolescents choose to take on the
    male role, they became men, married and raised
    children as traditional males.
  • BUT
  • Not all of them did this, at least one remained
    female.
  • The Machi-embra society is very male dominated
    and this may have influenced their decision to
    become men, they may have felt that they would
    get a better deal out of life as a man than as a
    woman.

44
  • Conclusion
  • The case study suggests that biological factors
    (nature) influenced gender identity to a greater
    extent than social environmental factors
    (nurture). But remember our earlier comments.

45
  • In the debate between nature and nurture, about
    which one does form our gender identity, the
    truth probably lies in a subtle combination of
    the two.
  • Dr Use Meyer, Genewatch Uk
  • Gathering knowledge and understanding is a good
    thing but we need a bit of humanity we are not
    just a collection of genes.

46
  • Cultural Diversity in gender roles- is the
    recognition that the members of different
    cultures and ethnic groups are socialised to
    behave in ways that are considered appropriate
    for male and females , for that specific
    culture/society.
  • In other words gender roles vary from culture
    to culture.

47
  • Cross cultural case studies give insight into the
    role of nature and nurture in gender development.
  • One well documented study is that of Margaret
    Mead (1930s)which points to the differences
    between cultures as evidence of environmental
    factors playing a vital role in the development
    of gender identity.

48
  • Margaret Mead (1930s)
  • Aim To see whether gender role was culturally
    (nurture) or biologically determined (nature)
  • Method Cross-cultural research using Participant
    observation for several weeks Mead lived among
    the three people groups.
  • Participants-
  • The Arapesh tribe
  • The Mundugamor tribe
  • The Tchambuli tribe

49
  • Findings
  • Arapesh both genders showed feminine traits
  • Mundugamor both genders showed masculine
    traits
  • Tchambuli distinct gender roles, men were
    artistic while the women held the social and
    economic power (i.e. the reverse of the roles we
    expect in the west).

50
  • Conclusion- Gender roles are culturally
    determined (Nurture).
  • BUT
  • Mead was a woman in the 1930s this may have
    influenced her choice of societies to study and
    her interpretations of her observations. Was
    there a political dimension to her work as she
    studied cultural relativity?
  • Many have argued that her data was inaccurate and
    often based on second hand information rather
    than first hand.

51
  • Mead defined the Arapesh as feminine and the
    Mungudamor as masculine. If these people had
    been asked to define masculine feminine traits
    would they have agreed? Mead suggested that
    western definitions of gender roles are the norm
    and that the Tchambuli had reversed gender roles
    (but is this the case?).
  • However, regardless of the flaws in her work, the
    fundamental findings of cultural differences in
    gender behaviour and personality is not contested
    and stimulated further research

52
Other examples of a cross-cultural studies
  • Framboise, Heyle Ozer (1990)
  • Aim To investigate whether gender roles are
    consistent across cultures (if they are we can
    assume that they are the result of nature rather
    than nurture).
  • Method Cross-cultural study using interviews and
    observations of three Indian groups in North
    America.

53
  • Findings
  • Clearly defined gender roles but different from
    traditional western roles. Women are much more
    aggressive and assertive (Warrior Women) and play
    a large part when conflict occurs between the
    communities.
  • Conclusion
  • Gender roles are not consistent across cultures,
    suggesting that nurture has a large part to play
    in gender role development.

54
  • Gilbert Herdt (1994) studied the Navajo society
    where they recognise three genders, male, female
    and nadle. Nadles have special status and are
    consulted for their wisdom and skills. This again
    suggests that gender roles are culturally
    determined.

55
  • Quick Test on Gender concepts
  • Sex is a biological term, identify the 5 criteria
    used to determine biological sex.
  • What does the term gender refer to?
  • What does the term Gender Identity mean?
  • How would you describe some one who is
    androgynous?
  • Who devised the first psychometric test to
    measure androgyny?
  • What does the term gender role mean?
  • Give an example of a gender role stereotype for a
    female.
  • What is the term that is used to refer to the
    role of experience in the development of gender
    identity?.

56
  • Exercise on evaluation skills in the topic of
    gender
  • Have a go at the cut and stick exercise on
    Gender Concepts.

57
For the exam-
  • Make sure you can describe a study that
    investigates each concept we have looked at.
    (Aim, Method, Findings Conclusion)
  • You can find all the studies you need in the
    textbook and your lesson notes.
  • A list of all of the studies and the topics they
    investigated is provided.

58
Methods used to study Gender COPY this down
  • Ethical Issues-
  • Psychological societies constantly update
    guidelines, therefore what was considered ethical
    20 years ago may not be to day
  • Failure to keep to guidelines during research
    results in sanctions e.g non-publication of
    findings.
  • Guidelines are there to protect participants and
    to ensure that they are treated with respect.

59
  • The BPS Guidelines include the following, think
    how each one might apply to the gender studies we
    have looked at and will look at-
  • Competence of the researcher.
  • Informed consent
  • Deception
  • Debriefing
  • The right to withdraw
  • Confidentiality
  • Protection of participants
  • Observation studies - privacy

60
  • The participant is not taking part in the
    research just to discover about themselves but to
    help the scientist understand others. This can
    pose a wider moral dilemma - dose the end
    justify the means?. In other words is it
    sometimes necessary not to follow the BPS
    guidelines in order to get the findings needed to
    benefit society?

61
  • Activity 1 In pairs discuss the following, each
    person should take a turn at expressing their
    opinion.
  • Imagine that you are conducting a piece of
    research in line with the BPS ethical guidelines.
  • During the research it becomes clear to you that
    there is a possibility of harm to a participant.
    At the same time you believe that the findings of
    the research will have benefits to society in
    general. What should you do? Is the individual
    more important than society?

62
  • Activity 2 In pairs discuss the following, each
    person should take a turn to express their views.
  • Imagine that you have conducted a piece of
    research that is fully in line with ethical
    principles and no participants have been harmed
    in your research.
  • Your results suggest that there are genetic
    differences between men and women which affect
    their behaviour.
  • Your research is being used by politicians to
    justify changes in education which you believe
    are harmful and you did not anticipate their
    actions. Should you have conducted your
    research?

63
  • Gender Games in a Primary Classroom the role of
    the teachers and pupils Lloyd (1989)(copy
    study)
  • Aim of study- to consider how children construct
    their gender identity during their first year at
    school.
  • Method- Non-participant Observation lasting 1
    year. Records of the behaviour and conversations
    of children and teachers.
  • Identify the ethical issues the researcher would
    need to consider before conducting the research.
  • Think about how the researchers might have dealt
    with each of them?

64
  • Findings-
  • Playing with objects boys focussed on
    construction play, girls divided time between
    construction and role play.
  • Use of space girls spread their use of space
    evenly, boys were focussed in the areas where
    they played (claiming territory).
  • Discussion of findings during debriefing with
    teachers revealed they were willing to let the
    boys occupy the construction activities and
    certain space because they believed that it was
    natural for boys to be more active, stronger and
    require more space than girls.
  • Conclusion - Children who had already formed a
    gender identity were having it reinforced by the
    attitudes and actions of teachers.

65
  • Can you think of any other ethical issues that
    might have arisen or did arise during this
    research?

66
  • Possible observation of behaviour that may have
    affected the children's development
  • Should the researcher stop the study and report
    the observations and risk not completing the
    study or carry on with the research
  • Is the role of the researcher to help to change
    society (make judgements) or to simply report
    what they observe.

67
  • The Research Methods- (copy)
  • Case Studies
  • Cross Cultural Studies
  • Experiments
  • Observation Studies
  • Surveys (Questionnaires Interviews)
  • Content Analysis

68
  • You need to be able to -
  • Describe each method
  • Explain two advantages of each method
  • Explain two disadvantages of each method
  • Identify discuss the ethical issues relevant to
    each method
  • Describe at least one gender study for each
    method (see available list of studies, studies
    are either in your notes on in the textbook).

69
  • Case Studies
  • You need to look back at the Research Methods
    section of the course (notes and textbook).
  • The two examples of gender research are
  • Bruce Reimer
  • The Batista Family
  • Cross Cultural Studies
  • Look at the earlier notes on Cultural Diversity
  • The two examples of gender research are
  • Margaret Meads study
  • Fromboise et als study

70
  • Surveys Interviews and Questionnaires
  • Look back at the notes on Interviews and
    questionnaires in the Research Methods section of
    the course.
  • The two examples of the survey method in gender
    studies are
  • The BSRI it is an inventory ( a type of
    questionnaire)
  • Damons study interviews of children aged
    between 4 9.

71
  • Before we move on to look at the other three
    methods have a go at this timed exam question.
    You have 20 minutes to answer it , use your notes
    and the book if you need to.
  • In relation to either the Case Study method or
    the Survey method, discuss at least one strength
    and one weakness of using that method to study
    gender. Refer to empirical research in your
    answer. (10 marks)

72
  • Experiments
  • See research methods notes for details of the
    following-
  • Experiments must have an IV a DV
  • Laboratory, Field Natural advantages
    disadvantages of each type

73
  • The materials used can affect the findings
  • In past strong gender differences have been found
    but some of these may have been due to the design
    of the experiment the use of materials, rather
    than the presence of actual differences.
  • e.g. Piaget Inhelder (1958) level of liquid
    in bottle, suggested females had poor special
    ability when compared to males. But use of actual
    bottle rather than drawing of one suggests that
    this is not so. The materials used in the
    experiment may have influenced performance.

74
  • The two examples of the experimental method used
    in gender research are-
  • Condry Condry (the David Dana study in your
    lesson notes) Lab experiment
  • Williams (the NOTEL study in your lesson notes
    and text book) Natural experiment

75
  • This is a typical exam question on experiments in
    gender (Copy the question on a new sheet of
    paper)
  • Discuss at least one ethical and one
    methodological issue which arises when
    psychologists use the experimental method to
    investigate gender. Refer to at least one study
    or example to support your answer. (10 marks)

76
  • Observation studies
  • Look back at the Research Methods section of the
    course to remind yourself of Observational
    Research.
  • The examples of Observational Research in Gender
    are ones we have not yet looked at. They are in
    the text book. We will look at them together now.
  • Get out your textbooks Lets first read pg 98.

77
  • We will read these studies together and write the
    details down in your notes.
  • Dweck (1978) The effect of positive feedback in
    the classroom pg 99 - Learn from textbook
  • Fagot (1985) Reinforcement in 2-year old
    playgroup children pg 107-108 Learn from the
    textbook.
  • Lloyd (1989) Gender games in a primary classroom
    pg 94-95 this is also in your lesson notes.

78
  • Content Analysis
  • What is it?
  • A form of observation of different types of
    communication. The communication can be visual
    or verbal interpersonal as in conversations or
    one way as in books films and TV, essays,
    adverts. It is an indirect study of human
    behaviour by studying what humans produce.
  • Those observing the content need to clearly
    identify the specific factors on which their
    observation will focus. E.g. the gender of the
    main character in a number of childrens books.

79
  • Conducting a content analysis-
  • Sampling large sample of material must be used
  • Coding system must have clearly defined units
    of what it is you are counting
  • Procedure usually a naive researcher carries
    out the coding of the material.
  • Analysis descriptive inferential statistics
  • Reporting research is written up in the
    conventional research report format.

80
  • Advantages
  • Converts qualitative data into quantitative data
    (e.g. by counting the frequency with which a
    behaviour occurs, the duration of sentences, the
    vocabulary used and so on).
  • The quantitative data can then be analysed.
  • If a pre-determined coding system is used for
    collecting the data so collection will be
    objective.
  • If public material is analysed there are very
    few ethical issues
  • Replication is possible.

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  • Disadvantages -
  • Time consuming. Involves reading, viewing a
    large amount of material.
  • Possibility of observer bias. Can get round this
    by using naive observer.
  • The material may be taken out of context for
    example, the behaviour of males and females coded
    from a selection of stories may be distorted when
    viewed on its own rather than in the context of
    the whole story.

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  • Examples in the topic of gender are-
  • Lobben (1974) British Reading Schemes
    pg. 97-98 Learn the study from the textbook.
  • Craig (1992) Prime time TV adverts in lesson
    notes only - copy them down now-

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  • Craig (1992)
  • Aim-
  • Do advertisers use gender stereotypes in their
    commercials.
  • Method-
  • Content analysis of primetime TV adverts of over
    the counter drug commercials and non-drug
    commercials. Looking at the way males and females
    were portrayed in the commercials.

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  • Findings-
  • Females appeared more often than males in drug
    commercials
  • Females portrayed as the experts on home medical
    care, often caring for sick children.
  • Conclusion-
  • In drug adverts females are portrayed in terms of
    traditional western gender stereotypes as the
    nurturers and caregivers.

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Exam preparation
  • For this section of the topic of gender you need
    to do the following.
  • The cut n stick activity on Methods used to
    study gender.
  • Fill in the table of studies and methods on the
    summary handout.
  • Using the handout of the research methods
    summaries, write a short essay based on each
    research method Discussing one strength and
    one weakness of the method referring to
    empirical research in your answer.
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