Television and Viewers’ Perception of Women’s Real-Life Roles: An Empirical and Theoretical Review

Television and Viewers’ Perception of Women’s Real-Life Roles: An Empirical and Theoretical Review

Author by Dr. Olusegun Ojomo

Journal/Publisher: International Journal Of Social Sciences

Volume/Edition: 13

Language: English

Pages: 1 - 12

Abstract

This paper sought to ascertain the influence of television viewing on viewers’ perception of
women’s role in real life using empirical and theoretical review. Television has been linked
with portraying more stereotypical contents of gender roles and norms which affects viewers’
perception of what a woman should do, can do and is expected to do in the society. The paper
drew backup from three theories including cultivation theory; framing theory and gender
schema theory. Findings from the reviewed theories showed that the consistent exposure of
television viewers to stereotypical portrayals of women in television contents results in the
negative perception of a woman’s role in real life and this affects the opportunities women are
offered and would like to accept in the society. It was, therefore, suggested that television
producers should strive for gender balance in their contents by eliminating all forms of
stereotypes against women.


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