No abstract

The current study examines the use of five different dimensions of language in popular music based on the sex of the performer. Theoretically grounded in both social cognitive theory and cultivation theory, the study analyzes popular music as a vehicle for enculturating gender norms within society. Sampling and analyzing over 700 popular songs, the lyrical construction of songs performed by females and males is compared. Similarities are found in many key areas, while differences are identified in the specific areas of power language and social language. Additional differences are identified and discussed when artists perform in mixed-sex groups. Based on the results, a discussion of the prominence of male writers and lack of female representation in the music industry is included.

This study is an examination of the social motivations utilized in television advertisements targeting pre-teens. Through the methodology of content analysis, over 200 advertisements targeting children were gathered and analyzed using 18 accepted social motivations. The study examines which social motivations appear most frequently in children’s advertisements, and finds that there are different motivations used to target males, females, and unisex audiences. These findings are then discussed based on the theories of social observation learning, priming, and cultivation. The differences between motivations used to target males and females in particular are discussed through the lens of gender schema cultivation.