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The Changing Portrayal of Adolescents in the Media Since 1950$
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Patrick Jamieson and Daniel Romer

Print publication date: 2008

Print ISBN-13: 9780195342956

Published to Oxford Scholarship Online: April 2010

DOI: 10.1093/acprof:oso/9780195342956.001.0001

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Adolescent Gender Role Portrayals in the Media

Adolescent Gender Role Portrayals in the Media

1950 to the Present

(p.132) 5 Adolescent Gender Role Portrayals in the Media
The Changing Portrayal of Adolescents in the Media Since 1950

Jennifer L. Walsh

L. Monique Ward

Oxford University Press

Gender socialization is the process by which children and youth learn cultural norms and expectations for gender roles. Because the mass media have played an increasing role in this process, analyses of media content can reveal how youth have been influenced over time. A review of research indicates that women (including youth) have been under-represented compared to men in the mass media. Television commercials tend to emphasize women's appearance, and female characters show more deference and shyness compared to males. Music videos have tended to show men as aggressive and violent and women as affectionate and sexual. Teen magazine content for women has focused on appearance and dating since the 1950s. Magazine advertising has also emphasized female beauty and youthfulness. There has been little change in adolescent gender roles in any of these media. Exposure to these media may contribute to adolescent viewers' beliefs, attitudes, and behaviors about gender roles.

Keywords:   youth, gender role portrayal, television, movies, magazine content, advertising, music videos

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