Class Notes (808,703)
Canada (493,376)
Psychology (3,455)
PSY322H1 (18)

Sociocultural Approach

6 Pages
Unlock Document

University of Toronto St. George
Alison Chasteen

PSY322 Lecture 02: Sociocultural Approach Readings: Lavine, Sweeney, & Wagner (1999), Iijima, Hall & Crum (1994) Outline - Gender Stereotypes o Trends in Print Media o Effects of TV ads & sitcoms Face-isms, objectification N Cognitive and behavioral consequences Body image, female weight - Diversity in TV ads J not as much research compared to with gender! Gender Stereotypes in Print Media - What do we see in ads published in print media? o :2:}_ Bag NOT main picture Unflattering portrayal of old women No head! J Z}L}}^ZKL]_} o E.g. In-flight Magazine Ad: Sony Noise-cancelling Headphones Old woman are annoying No heads! J o ]Z^K2Z}LZ_ - J}KL[Z}parts > faces - ,L[Z Z-}]Z~Z}K99K^@}}KL[Z - Frequency of appearance - Implications of face-isms o Stereotypes of women (transmitted in ads) Less face-ism DL]Loo]2L7 ]}]ZL}Z}Lo]7L}^]L]]oZ_ - More likely to show man to promote object, as well as face; if women, show more body Gender Stereotypes in TV Ads - Do we see similar stereotyping in television commercials? Iijima Hall and Crum (1994) KEYWORD = Tv ads study o Beer commercials o Few minorities app]LZ~]Z}7Zoo^ l2}L_ o More men than women in ads o Chest shots: men < women 49% woman (chest shot) vs. 24% man (chest shot) o Body shots: men < women Twice as many of women than men o Implications? Women seen as BODY not HUMAN Women: exterior > interior, de-humanizing - CURRENTLY: see a shift to men ads focusing on body image (buff)
More Less

Related notes for PSY322H1

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.