10.3.5 The Influence of Culture & Media on Gender Development

Social Learning Theory (SLT) and Gender Development

Social Learning Theory suggests that children learn how to behave by watching others and copying what they see. This includes watching parents, friends, and characters in the media. If a boy sees his father praised for being strong and tough, he might try to be like that too, thinking it's what is expected of him. Girls might also copy their mothers or female characters in media when they see them being caring or gentle. This theory highlights how the environment, including culture and media, shapes gender roles.

How Culture Affects Gender Roles

Culture and Gender: Different cultures have different ideas about what is appropriate behaviour for men and women. For example, in some cultures, men are expected to be the main providers, while women are expected to take care of the home. In others, these roles might be more flexible. This suggests that our understanding of gender roles is learned and varies across different cultures.

• Examples:
  • In Norway, gender equality is strongly emphasised, and it is common for both parents to share parental leave equally. This approach encourages children to see both men and women as equally responsible for caregiving, challenging traditional gender roles and promoting a more balanced view of gender responsibilities.
  • In India, there is a recognised gender identity called Sadhin, where someone born female dresses and behaves like a male but doesn't identify as either gender.

How Media Affects Gender Roles

Media and Gender: The media, including TV shows, books, social media, and advertisements, also play a major role in shaping gender roles. Media often portrays men and women in stereotypical ways, which reinforces traditional gender roles. For instance, men are frequently shown as strong and dominant, while women are portrayed as caring and passive. Children who consume a lot of media may develop more traditional views on gender because they see these roles repeatedly.

• Examples:
  • In advertising, women are often depicted in roles associated with caregiving, such as cooking, cleaning, or taking care of children, while men are more frequently shown in roles that involve leadership, strength, or technical skills. This reinforces traditional gender stereotypes and influences how children perceive the roles of men and women in society.
  • In video games, male characters are typically portrayed as heroes or warriors, with traits like bravery and aggression, while female characters are often depicted as secondary characters or are sexualized. This reinforces the stereotype that men are dominant and active, while women are passive or exist mainly to support male characters.

Research on Culture and Media Influences

• Culture:
  • Margaret Mead's 1935 study in Papua New Guinea found that gender roles can be very different across cultures, showing that these roles aren't universal.
  • Whiting & Edwards (1988) found that in many cultures, girls are encouraged to take care of others, while boys are more often tasked with activities like taking care of animals.
• Media:
  • A 2008 study by Steinke et al. found that most scientists shown in popular TV programs were men and were depicted with traits like independence and dominance.
  • A 2021 study by Lewis et al. showed that most children's books still reinforce gender stereotypes, with male activities seen as more neutral or normal.

Evaluation of Culture and Media Influence

Point: The media can help promote positive changes by showing non-traditional gender roles.

Evidence: For example, when TV shows or adverts depict men as caring fathers or women in leadership roles, they challenge traditional gender expectations.

Explanation: This can encourage people, especially children, to think more flexibly about gender roles. According to Social Learning Theory, we learn behaviours by watching others, particularly in the media. Over time, this exposure can lead to broader acceptance of diverse gender roles in society.

Point: Globalisation may be reducing differences between male and female roles across cultures.

Evidence: As cultures mix more due to globalisation, traditional gender roles are being questioned and often redefined. For example, in many places, ideas about gender equality are spreading, leading to more women in leadership roles and men sharing household duties.

Explanation: This suggests that gender roles are influenced by cultural factors and can change over time. Globalisation allows different ideas about gender to spread, which can lead to more similar roles for men and women across the world.

Point: Studies that link heavy media use with stronger gender stereotypes are often correlational, which limits their conclusions.

Evidence: For example, while research might find that people who watch more TV have more traditional views on gender, this doesn't prove that the media causes these views.

Explanation: Correlational studies can't show cause and effect, meaning other factors, like personal beliefs or cultural background, might also play a role. This makes it hard to know how much media really influences gender roles.

Point: Cross-cultural studies on gender roles often rely on observation, which can affect the accuracy of the results.

Evidence: The presence of researchers can change how people behave, which is known as the observer effect, potentially leading to biased findings.

Explanation: Since people's behaviour might not be natural when they know they're being watched, the results of these studies may not fully reflect reality. This suggests that while cross-cultural research is valuable, its findings should be interpreted carefully, considering possible biases.

Link to Issues and Debates

• Gender Bias: Studies like the one by Lewis et al. show that male activities are often seen as the norm, which is an example of gender bias in research and media. This is a beta bias, meaning it assumes what applies to men also applies to women, often ignoring the unique experiences of women.
• Nature vs. Nurture: The influence of culture and media on gender development is part of the nurture side of the debate, suggesting that gender roles are largely learned. However, the existence of universal gender categories like male and female across cultures challenges this view, suggesting some biological basis as well.