‘The mass media promotes gender stereotypes.’

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Angharad Williams

The Research Proposal

Hypothesis -

'The mass media promotes gender stereotypes.'

I have chosen to research whether the statement, 'The mass media promotes gender stereotypes' has any basis in reality. I believe this research has strong sociological implications because the way in which society perceives groups ultimately affects how these groups are treated and this issue could reach further than gender it could also affect topics such as poverty. I am interested in this area of research because there has been coverage of media effects in the news recently and I have become aware that the media is a part of everyday life and people can find themselves unaware of its effects and control upon them.

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Contexts and concepts -

The first relevant source is a BBC news article entitled 'Platinum blondes are labelled as dumb'; research chronicled in the article concluded that particularly men but also women still believed in the dumb blonde stereotype. Further more it was found that it was likely the people involved were not aware they were making this judgement; it was determined that this stereotypical judgement had emerged through the development of film,