Television and the Cultivation of Gender-Role Attitudes in Japan: Does Television Contribute to the Maintenance of the Status Quo?

Abstract

This study examines whether television viewing cultivates traditional gender-role attitudes and contributes to the maintenance of the status quo. Data from a sampling survey conducted in Tokyo reveal that the direction and magnitude of cultivation relationships vary across different subgroups. The results suggest that television tends to decelerate social change by cultivating traditional views among many viewers (especially females) but may ''liberate'' the most conservative viewers. The results also produced mostly unsupportive evidence in relation to the mainstreaming hypothesis; the patterns of interaction found in this study are more complicated. This article discusses the theoretical and methodological implications of these findings.

Stories can influence the self-concept

“…Moreover, selective exposure can contribute to an upward spiral leading to the choice of media that provide traditional gender role fare and, in turn, intensify an existing traditional gender role self-concept. Correlational and longitudinal studies provide some evidence on the long-term convergence of the media used on the one hand and the recipients' gender role self-concept and related attitudes on the other (e.g., Frueh & McGhee, 1975;Morgan, 1982;Saito, 2007;see Durkin, 1985, for a critical review of early research).…”

Gender in Spanish Daily Newspapers

“…Empirical evidence not only shows that the mass media play an important role in the perpetuation of gender stereotypes (Coltrane and Messineo 2000;Ford 1997) for they also influence on attitudes toward gender roles and usually help maintain differences (Garst and Bodenhausen 1997;Saito 2007). In daily interactions, gender stereotypes influence our judgments and assessments which can, consequently, cause us to treat women and men differently.…”

Performing Femininity in Japanese Politics: Chikage Ogi Case Study

“…Garnering this role based on the popularity she had earned as a performer, Ōgi's experience with media personalities, including actors, singers and other performers, served her well in discussing popular culture issues for the show's main audience of housewives. At the time, gendered casting of female and male roles in mainstream television programming narrowed the scope of women's interests to the domestic sphere (Saito 2007). Daytime television was a relatively new concept and "You at 3 o'clock" separated itself from other television talk shows as there was an attempt to include discussions on contemporary news topics, such as the Vietnam War and the Israeli-Palestinian confl ict.…”

“…Daytime television was a relatively new concept and "You at 3 o'clock" separated itself from other television talk shows as there was an attempt to include discussions on contemporary news topics, such as the Vietnam War and the Israeli-Palestinian confl ict. Although serious topics were typically hosted by male anchors, Ōgi's co-host Yoshiko Ōtaka had international experience as an actress and as a diplomat's wife, and conducted interviews with several international political leaders (Saito 2007). Nevertheless, gender roles on the show were clearly delineated, with the hosts expected to embody feminine characteristics such as physical beauty.…”