Are television commercials still achievement scripts for women?

Psychology of Women Quarterly

Volumn 32, Issue 3, 2008, Pages 303-311

  Yoder, Janice D ^a   Christopher, Jessica ^a   Holmes, Jeffrey D ^b  

^a UNIVERSITY OF AKRON   (United States)

^b ITHACA COLLEGE   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 49549116436     PISSN: 03616843     EISSN: 14716402     Source Type: Journal    
DOI: 10.1111/j.1471-6402.2008.00438.x     Document Type: Article

References (35)

1. American Psychological Association, Task Force on the Sexualization of Girls 2007). Report of the APA Task Force on the Sexualization of Girls. Washington, DC : Author. Retrieved August 8, 2007, from http://www.apa.org/pi/ wpo/sexualization.html
2. Bresnahan, M. J., Inoue, Y., Liu, W. Y., & Nishida, T. (2001). Changing gender roles in prime-time commercials in Malaysia, Japan, Taiwan, and the United States. Sex Roles, 45, 117 131.
3. Cole, E., & Daniel, J. H. (2005). Featuring females: Feminist analyses of media. Washington, DC : American Psychological Association.
4. Coltraine, S., & Messineo, M. (2000). The perpetuation of subtle prejudice: Race and gender imagery in 1990s television advertising. Sex Roles, 42, 363 389.
5. Crompton, R. (2006). Gender and work. In M. Davies, M. Evans, & J. Lorber (Eds. Handbook of gender and women's studies (pp. 253 271). Thousand Oaks, CA : Sage.
6. Davies, P. G., Spencer, S. J., Quinn, D. M., & Gerhardstein, R. (2002). Consuming images: How television commercials that elicit stereotype threat can restrain women academically and professionally. Personality and Social Psychology Bulletin, 28, 1615 1628.
7. Davies, P. G., Spencer, S. J., & Steele, C. M. (2005). Clearing the air: Safety moderates the effect of stereotype threat on women's leadership aspirations. Journal of Personality and Social Psychology, 88, 276 287.
8. Davis, S. N. (2003). Sex stereotypes in commercials targeted toward children: A content analysis. Sociological Spectrum, 23, 407 424.
9. Eagly, A. H. (1987). Sex differences in social behavior: A social-role interpretation. Hillsdale, NJ : Erlbaum.
10. Eccles, J. S. (1994). Understanding women's educational and occupational choices: Applying the Eccles et al. model of achievement-related choices. Psychology of Women Quarterly, 18, 585 609.
11. Fiske, S. T., Cuddy, A. J. C., Glick, P., & Xu, J. (2002). A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition. Journal of Personality and Social Psychology, 82, 878 902.
12. Furnham, A., & Mak, T. (1999). Sex-role stereotyping in television commercials: A review and comparison of fourteen studies done on five continents over 25 years. Sex Roles, 41, 413 437.
13. Geis, F. L., Brown, V., Jennings, J., & Porter, N. (1984). TV commercials as achievement scripts for women. Sex Roles, 10, 513 525.
14. Gerbner, G., Gross, L., Morgan, M., Signorielli, N., & Shanahan, J. (2002). Growing up with television: Cultivation processes. In J. Bryant & D. Zillmann (Eds. Media effects: Advances in theory and research (2nd ed pp. 43 67). Mahwah, NJ : Erlbaum.
15. Gilbert, S. C., Keery, H., & Thompson, J. K. (2005). The media's role in body image and eating disorders. In E. Cole & J. H. Daniel (Eds Featuring females: Feminist analyses of media (pp. 42 56). Washington, DC : American Psychological Association.
16. Greene, B. A., & DeBacker, K. (2004). Gender and orientations toward the future: Links to motivation. Educational Psychology Review, 16, 91 120.
17. Helgeson, V. S., & Fritz, H. L. (1999). Unmitigated agency and unmitigated communion: Distinctions from agency and communion. Journal of Research in Personality, 33, 131 158.
18. Kerpelman, J. L., & Schvaneveldt, P. L. (1999). Young adults' anticipated identity importance of career, marital, and parental roles: Comparisons of men and women with different role balance orientations. Sex Roles, 41, 189 217.
19. Kilbourne, J. Writer) & Jhally, S. (Producer/Director 2000). Killing us softly 3: Advertising's image of women Videorecording Northampton, MA : Media Education Foundation.
20. Kling, K. C., Hyde, J. S., Showers, C. J., & Buswell, B. N. (1999). Gender differences in self-esteem: A meta-analysis. Psychological Bulletin, 125, 470 500.
21. Kucera, H., & Francis, W. N. (1967). Computational analysis of present-day American English. Providence, RI : Brown University Press.
22. Lang, M. M., & Risman, B. J. (2006). Blending into equality: Family diversity and gender convergence. In M. Davies, M. Evans & J. Lorber (Eds. Handbook of gender and women's studies (pp. 287 303). Thousand Oaks, CA : Sage.
23. Livingston, M. M., Burley, K., & Springer, T. P. (1996). The importance of being feminine: Gender, sex role, occupational and marital role commitment, and their relationship to anticipated work-family conflict. Journal of Social Behavior and Personality, 11, 179 192.
24. Parsons, J. E., & Goff, S. B. (1978). Achievement motivation: A dual modality. Educational Psychologist, 13, 93 96.
25. Posavac, H. D., Posavac, S. S., & Posavac, E. J. (1998). Exposure to media images of female attractiveness and concern with body weight among young women. Sex Roles, 38, 187 201.
26. Rosenberg, M. (1965). Society and the adolescent self-image. Princeton, NJ : Princeton University Press.
27. Rouner, D., Slater, M. D., & Domenech-Rodriguez, M. (2003). Adolescent evaluation of gender role and sexual imagery in television advertisements. Journal of Broadcasting & Electronic Media, 47, 435 454.
28. Schmalt, H. (1999). Assessing the achievement motive using the grid technique. Journal of Research in Personality, 33, 109 130.
29. Signorielli, N. (1989). Television and conceptions about sex roles: Maintaining conventionality and the status quo. Sex Roles, 21, 341 360.
30. Sokolowski, K., Schmalt, H., Langens, T. A., & Puca, R. M. (2000). Assessing achievement, affiliation, and power motives all at once: The Multi-Motive Grid (MMG). Journal of Personality Assessment, 74, 126 145.
31. Spence, J. T., & Helmreich, R. L. (1978). Masculinity and femininity: Their psychological dimensions, correlates, and antecedents. Austin, TX : University of Texas Press.
32. Spence, J. T., & Helmreich, R. L. (1980). Masculine instrumentality and feminine expressiveness: Their relationships with sex-role attitudes and behaviors. Psychology of Women Quarterly, 5, 147 163.
33. Thornton, B., & Maurice, J. (1997). Physique contrast effect: Adverse impact of idealized body images for women. Sex Roles, 37, 433 439.
34. Yoder, J. D., & Kahn, A. S. (2003). Making gender comparisons more meaningful: A call for more attention to social context. Psychology of Women Quarterly, 27, 281 290.
35. Zhou, L. (2006). American and Chinese college students' anticipations of their postgraduate education, career, and future family roles. Sex Roles, 55, 95 110.