The Effects of Nonsexist Television Commercials and Perceptions of Reality on Children's Attitudes About Women

Abstract

To test the hypothesis that television content can teach sex-typed attitudes, this study presented third and eighth graders with television commercials showing either traditional or nontraditional women. Crossing this manipulation, the children's perceptions of the reality of the commercials were altered with instructions that the characters in the commercials were all real people (reality set), that they were all acting (acting set), or that the commercials were just like ones seen at home (no instructions). Results showed that the children's perceptions of reality were successfully manipulated, and that younger children thought all content was more real. The two sets of commercials were found to have a significant differential impact on the children's attitudes about women only for groups that had been instructed about reality. For these groups, there was an interaction with sex of subject so that eighth grade boys had more traditional attitudes about women after viewing the nontraditional women, while all other groups showed the reverse pattern of means. Finally, rather than the predicted interaction, perceived reality had a main effect such that children who believed the characters to be acting were less traditional in their attitudes about women. This result is supported by a matching correlation between the two variables for the noninstructed groups.